World renowned Scotch whisky brand Johnnie Walker is considered a vintage brand with a very niche audience. Lately the demographic for hero products Black Label and Blue Label has been an older demographic. Sinclair was appointed to strengthen the brands’ Hong Kong and Macau social media presence across Facebook and Instagram to reach a younger audience, change public perceptions by creating a more approachable image, and boost sales.
Insight: Johnnie Walker is perceived as a vintage brand for an older demographic in Hong Kong and Macau with minimal engagement across social platforms.
Strategy: Reinvented the communication direction for Black Label to focus on a younger audience, and applied on-going advertising to achieve objectives such as website traffic, engagement and generating sales. For Blue Label, a more informative direction was applied to highlight the uniqueness and rarity of the product.
Narrative: Positioned the brand as vintage yet can be enjoyed in various stylish ways and for numerous occasions.
Content: Utilised trending content formats such as Instagram Stories, Instagram Live and bite-size videos to increase users’ interactions and enhance engagement and introduce new home recipes. Amplified partnerships, such as Game of Thrones collaboration through social media giveaways to maximise users engagement.
Advertising: Used Facebook Ads to increase reach, engagement and gain new Page Likes from targeted audiences at the lowest cost possible. Launched conversion-focused ads to gain trackable tractions.
