Iris > 实例探究 > 尊尼获加 (Johnnie Walker) 在印度尼西亚的成功品牌转型

尊尼获加 (Johnnie Walker) 在印度尼西亚的成功品牌转型

适用功能

销售与市场营销

关于客户

客户尊尼获加 (Johnnie Walker) 是一个全球苏格兰威士忌品牌。

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挑战

世界第一苏格兰威士忌品牌尊尼获加 (Johnnie Walker) 并没有与印度尼西亚新一代威士忌饮用者建立联系。

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解决方案

为了解决这个问题，公司决定聘请一位有抱负的公众人物、国际唱片艺术家阿格尼兹·莫(Agnez Mo)，他体现了“个人进步”的品牌宗旨。他们利用社交媒体作为接触目标受众的主要工具，并在印度尼西亚各大城市举办了七场大型音乐会，并以尊尼获加 (Johnnie Walker) 为品牌。

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运营影响

The strategy of aligning the brand with a popular public figure and leveraging social media and live events led to significant operational results. The brand was able to connect with a wider audience, particularly the new generation of whisky drinkers. The use of a popular figure like Agnez Mo helped to humanize the brand and make it more relatable to the target audience. The social media campaign and concerts created a buzz around the brand, enhancing its visibility and appeal. This strategy not only helped in achieving the target KPIs but also in strengthening the brand's image and relevance in the Indonesian market.

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数量效益

$435K in PR coverage over 2 months
14M Twitter followers reached
364K Facebook followers gained

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