Iris Case Studies Revitalizing Johnnie Walker's Brand Image in Indonesia

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	Revitalizing Johnnie Walker's Brand Image in Indonesia Iris

Revitalizing Johnnie Walker's Brand Image in Indonesia

Iris

Applicable Functions	Sales & Marketing
Challenge	Johnnie Walker, the world's leading scotch brand, was facing a challenge in Indonesia. Despite strong sales, a brand-tracking study by Diageo revealed that the brand was failing to resonate with the new generation of whisky drinkers in the country. The international brand purpose of 'Personal Progress' was not translating effectively to the local consumer base. The primary challenge was to find a way to make this brand purpose meaningful and appealing to the Indonesian market. Read More
About Customer	The customer in this case is Johnnie Walker, the world's number one scotch brand. Despite having strong sales in Indonesia, the brand was struggling to connect with the new generation of whisky drinkers in the country. The brand's international purpose of 'Personal Progress' was not resonating with the local consumers, leading to a need for a new strategy to enhance the brand's appeal and relevance. Johnnie Walker needed a solution that would not only maintain its strong sales but also strengthen its brand image among the new breed of whisky drinkers. Read More
Solution	To address this challenge, the decision was made to identify a public figure who embodied the brand purpose of 'Personal Progress'. This figure would serve as a physical representation of the brand's values. International recording artist Agnez Mo, with her mantra of 'Dream, believe and make it happen', was chosen for this role. A social media marketing strategy was then implemented, using an inspirational video featuring Agnez Mo discussing her journey to success. This was complemented by seven mega concerts in major cities across Indonesia, fully branded as Johnnie Walker 'hero' events with Agnez Mo performing. Read More Log in to view content
Contents

Applicable Functions

Sales & Marketing

Challenge

Johnnie Walker, the world's leading scotch brand, was facing a challenge in Indonesia. Despite strong sales, a brand-tracking study by Diageo revealed that the brand was failing to resonate with the new generation of whisky drinkers in the country. The international brand purpose of 'Personal Progress' was not translating effectively to the local consumer base. The primary challenge was to find a way to make this brand purpose meaningful and appealing to the Indonesian market.

About Customer

The customer in this case is Johnnie Walker, the world's number one scotch brand. Despite having strong sales in Indonesia, the brand was struggling to connect with the new generation of whisky drinkers in the country. The brand's international purpose of 'Personal Progress' was not resonating with the local consumers, leading to a need for a new strategy to enhance the brand's appeal and relevance. Johnnie Walker needed a solution that would not only maintain its strong sales but also strengthen its brand image among the new breed of whisky drinkers.

Solution

To address this challenge, the decision was made to identify a public figure who embodied the brand purpose of 'Personal Progress'. This figure would serve as a physical representation of the brand's values. International recording artist Agnez Mo, with her mantra of 'Dream, believe and make it happen', was chosen for this role. A social media marketing strategy was then implemented, using an inspirational video featuring Agnez Mo discussing her journey to success. This was complemented by seven mega concerts in major cities across Indonesia, fully branded as Johnnie Walker 'hero' events with Agnez Mo performing.

Impact #1	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.

Impact #1

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.

Benefit #1	$435K in PR coverage over 2 months
Benefit #2	14M Twitter followers reached
Benefit #3	364K Facebook followers gained

Benefit #1

$435K in PR coverage over 2 months

Benefit #2

14M Twitter followers reached

Benefit #3

364K Facebook followers gained

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Overview

Revitalizing Johnnie Walker's Brand Image in Indonesia

Operational Impact

Quantitative Benefit