Johnnie Walker APAC Digital and RM Programme; Diageo, Singapore

Abstract

Target Audience: Young, urban males 25-35 YO, middle to upper social class. Moving ahead in their careers and starting to enjoy success. Group support & recognition is critical to his definition of success. They choose brands that display their status/success and style to others & friends. Johnnie Walker Digital presence across campaigns in AP AC: The campaigns across markets in APAC are big on the KBB growth driver, which utilizes a 360 degree activation mode integrating ATL and Digital channels. The campaign has a huge potential to improve the "Keep Walking" brand message with Johnnie Walker brand name, so that the target audience develops an emotional connection. • Since the campaign inherently requires interactivity with the target audience, the current digital channels need to embed more interactive qualities like 'Shareability', Social Networkability and Viralibility • Needs to adopt more content targeting in order to reach our target audience - The FI campaign launched for the first time in FlO is a great acquisition method apart from a brand building exercise. The digital focus should be shifted from an advertising, one-way communication medium to a 'Social-Buzz-high' consumer facing campaign. It should not just be about the contest but the experience of the Fl circuit. - Mentoring and the Brand Passion campaign is an innovative way to connect to the consumers and understand what they look for in a Whisky experience. It can double up as a interest creating platform, hence translating many 'Availables' to 'Adopters' to 'Adorers'. • The pitfall is association of Mentoring as yet another academic exercise - The KWF campaign currently well utilizes the Digital channels, but needs to move to the Mobile platform and Social Media space in terms of User Content Generation. - The unbranded digital assets though great acquisition and engagement tools need more clear connection between acquisition and conversion. Targeting the right audience with right tools is the key - Across all campaigns, there is no consistency in terms of growth drivers in digital space. The 'star' performers overshadow the need for the 3 growth drivers to work integrated. The digital activity happens in bursts. - There is a lack of a common KPI and metrics framework. All the campaigns generate a M&E report with different indicators.