Johnnie Walker - Digital and KOL Management

Overview

Johnnie Walker is an internationally well-known whisky brand that was looking to revitalise its online presence within the HK market through creative and interactive postings and campaign.

Strategy

Tactical Influencer Campaign - A 3-day bar-hopping event for annual bartending competition - World Class was organised where lifestyle KOLs were invited to engage with the brand’s F&B partners as well as broadening our steadily growing fan base. Engaging Content Creation - To bring this global brand closer to local target audience, we have developed engaging and share-worthy social content to engage both Facebook and Instagram followers.

Results

• By adapting the latest IG Stories interactions, we have successfully raised the audience's interest in the brand legacy and fun facts. • IG followers has grown by 37% and the FB postings have reached 179K target audience with a total engagement of over 2.6K. • We have also examined Johnnie Walker’s target audience and purchasing behaviour, which were insightful for later digital strategy development.

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