Categories Name : Channel/Media Strategy

Sub-Category : Use of Social Media

Entry Name (Campaign) : Johnnie Walker ReVibe

Results

ReVibe communication was promoted on Social, Display & OTT platforms & media formats like Reels, Teasers to engage millennial audiences, supported by highly recognizable & diverse influencers which led to 100k Footfalls across ReVibe nights, On Facebook + Instagram, Influencer Reels (video objective: 12% VTR as against 4%) and Teasers performed better than brand videos (reach objective: 0.43% CTR as against 0.19%), Johnnie Ginger (cocktail mixers) offers On Trade : 370 Outlets, Media & Social garnered 51.2 Mn Reach per month, PR & Advocacy : Achieved an Organic PR Reach of 23 CR. Through pure outreach basis. A jump of 4x than F21 achieved reach of 5.2 CR. , Influencer Engagement achieved Reach of 6.4 MN compared to targeted reach of 3MN, which is 2x more. ReVibe the night successfully helped establish Red Label as the culture evangelist, making it a relatable, cool scotch for young affluents – 10% increase in Top-of-Mind Awareness, 9.3 points increased in Ad Recall, 1.3 Points increment in Brand Love. Campaign helped in moving the brand metrics market share increased from 41% to 44%, Sales increased by 64% in same period over last year, ReVibe regenerates socializing across ~650 On Trade, Strong association with #ReVibethenight most mentions from Instagram ReVibe – Leading Hashtags