Jack Daniel’s has handed its social advertising over to dad, launching a new user-generated and influencer-generated ‘Dad Ads’ campaign to promote its Gentleman Jack Tennessee Whiskey as the perfect gift for fathers.
Led by earned-first creative agency We Are Different, the campaign taps Jack Daniel’s 80,000 strong subscriber community as the face of the campaign—swapping models for Jack brand loyalists to drive buzz and engagement online.
Launched ahead of Father’s Day, the campaign is supported with influencer content and consumer activations that see everyday dads transformed into smooth Gentleman Jack ambassadors.
Within the first month, the campaign has delivered 9.1 million organic and paid reach, increased video view rates by 1,588 per cent, thruplays by 723 per cent and engagement by 1,316 per cent.
“Since 1866, Jack Daniel’s has been making friends all over the world. That’s why Gentleman Jack Tennessee Whiskey is best championed by the people who already love it most. Our ‘Dads Ads’ campaign harnesses the strength of community, tapping into user-generated and creator-driven content to spark engagement and authentic brand advocacy online,” said Richard Dredge, senior brand manager at Brown-Forman.
“Preliminary results have smashed both reach and engagement benchmarks, a clear sign that a different strategic and creative approach to influencer is working for our brand.”
“The rise of peer-to-peer marketing has transformed brand interactions, making word-of-mouth and customer advocacy the selling style people actually seek out Vs having to be broadcast to. We’re so proud of our partnership with Jack Daniel’s and the wider Brown-Forman team—working together to deliver thumb-stopping creative that drives meaningful engagement online,” commented founder and director at We Are Different, Stuart Terry.
“The results speak for themselves.”
