Tapping into Aussie's love for music to drive brand awareness at home
Alcohol sales spiked during Aussie COVID lockdown and I was tasked to pull together a digital strategy that would increase correct consumption and engagement with the brand. When Australians were already buying alcohol how can we get them to choose Jägermeister versus other spirits/apertifs?
From first party and industry data I saw music indexed high with our consumers. From there we partnered with music initiatives like Iso-laid, global partners like DJ Peggy Gou and launched our local platform Meister Mansion.
Through these partnerships and our in-house creative team we tapped into different at home moments to drive awareness of the Ice Cold shot and engagement via exclusive giveaways on our socials and content partners. We also gave back to the community that was most impacted by the COVID lockdowns by partnering with talent like artists, musicians and freelancers.
