The Challenge
Jameson faced the challenge of breaking through an already saturated spirits category on St. Patrick’s Day. As a result, the iconic whiskey brand looked to us to create a disruptive campaign to drive earned attention and bring consumers together during the holiday weekend.
EXECUTION
Leveraging the Zippia insight that 61% of U.S. workers felt guilty about taking time off, we partnered with superstar actress, Regina Hall, to bring her comedic skills to encourage workers everywhere to take their upcoming SPTO (St. Patrick’s Time Off) and unveil the “Jameson Desk Decoy”, a novelty item which consumers could purchase life-size cardboard cutouts of themselves to fill in for them at work on the best day of the year. All decoy proceeds benefited the Restaurant Workers’ Community Fund in addition to a $25K donation from Pernod Ricard.
And to drive additional social awareness around our efforts, we partnered with a roster of popular comedic creators like @corporatenatalie and @richblackguy who were able to bring our SPTO messaging and their own decoys to life through their work culture inspired content.
HIGHLIGHTS
6.7B Earned Impressions
2MM Organic Influencer Impressions
41% Sales Lift Compared To Previous Campaign
99% Positive Brand Sentiment
Shorty Award Winner - Physical & Digital Convergence
JAMESON SPTO
EXECUTION
Amazon Studios sought to develop a sustain marketing effort that would help fan the flames and keep its Emmy-award-winning series, The Man in the High Castle, top of mind. The result was “Resistance Radio”, a soundtrack produced by GRAMMY-award-winning producer, Danger Mouse (Gnarls Barkley), that reimagined 18 classic songs from the 1960s that fit into the world of the series.
Throughout the campaign, we brought Resistance Radio to life by unveiling a variety of innovative digital and IRL extensions that included a 24 hour online pirate radio station, elaborate influencer kits and an immersive music showcase at SXSW that featured select artists from the soundtrack.
Coincidentally, our campaign launched at the same time Donald Trump was sworn into office and several of his supporters claimed our radio station was part of a targeted smear campaign created by Amazon, which it obviously was not. Despite the negative reaction from Trump’s followers, the publicity only amplified our marketing efforts and resulted in a top trending topic on Twitter.
HIGHLIGHTS
9B Earned Impressions
Trending Topic on Twitter
7x Clio Awards
5x Cannes Lions Awards
Emmy Nomination for Outstanding Creative Achievement In Interactive Media
AMAZON RESISTANCE RADIO
PHARRELL “HAPPY”
EXECUTION
Pharrell Williams’ GRAMMY-award winning hit “Happy” was on its way to becoming the song of the year, which it inevitably achieved.
Immediately after it was released with the first ever 24 hour music video, thousands of fans around the globe were inspired to share their own dance and cover interpretations of the song. As a result, our team leveraged the song’s virality and partnered with the United Nations Foundation to further drive UGC and promote the organization’s newly unveiled the International Day of Happiness which occurs every March 20th (a Happy coincidence?).
Our campaign kicked off with a CTA video of Pharrell asking fans to submit their videos of themselves by using the hashtag #HAPPYDAY, and within the first week, we received over 2,000 new submissions and slew of press pickup from top music and lifestyle outlets. Our favorite submissions were then featured on Pharrell’s website via a supercut video (above) that premiered on the Day of Happiness. This release also coincided multiple Happy-themed celebrations across five international markets and a special appearance by Pharrell at the United Nations headquarters in New York City to ring in the holiday.
HIGHLIGHTS
4K+ UGC Video Submissions
500MM Music Video Views (Main Video)
4MM Singles Sold During Campaign (Currently 14x Platinum)
Earned #1 Spot On Billboard’s Top 100
GRAMMY win for Best Music Video
7x Cannes Lions Awards
3x Clio Awards
