Objective
To elevate Jim Beam Highball as the preferred alcoholic beverage for young working adults in Southeast Asia, our campaign aims to tailor dynamic and relatable content that speaks directly to Zillennials. This strategy pivots on aligning with post-pandemic consumption patterns, emphasizing Jim Beam Highball’s refreshing quality and easy-going nature to position it as the top drink of choice.
Insight
Zillennials blend traits from Millennials and Gen Z, demanding authenticity and quick, engaging content. Brands should focus on concise, impactful communications that resonate with their values and digital fluency. Embracing interactive social media strategies will align with their expectations for immediacy and engagement, fostering brand loyalty.
Campaign Strategy and Creative Solution
This campaign displays our agency’s ability to connect brands with younger audiences by aligning with their cultural language and values. By embracing Zillennial culture and integrating their slang and communication styles, the campaigns resonated authentically, fostering deeper engagement and relevance.
The mid-year tactical campaign, “Kick up a Fizz,” positioned Jim Beam Highballs as the ultimate social drink during the return to normalcy post-pandemic. The campaign’s video content broke the monotony of daily routines, energizing audiences with the promise of refreshing experiences and fun-filled social connections.
For the festive season, the “Let’s FIZZ this SZN” campaign featured a vibrant video inspiring younger audiences to pair Highballs with meals at home or in restaurants. By adopting creative communication styles and Zillennial slang, the campaign boosted engagement and positioned Jim Beam Highballs as a versatile choice for celebrations.
The 2023 “WE’VE GOT FLAVOURS. DOWN TO FIZZ?” launch targeted beer drinkers aged 18-35 in key markets like Singapore, Vietnam, and Thailand. Through strategic social content, bar takeovers, events, and an engaging landing page, the campaign highlighted new Jim Beam Highball flavors, converting beer enthusiasts into Highball fans. By urging consumers to break their routines, explore new experiences, and elevate social occasions, the campaign successfully expanded the brand’s reach.
A relatable and approachable visual identity was crafted, featuring lifestyle photography and video that captured authentic social moments with Jim Beam Highballs. Dynamic storytelling through energetic videos and trend-driven posts kept the brand relevant, while integrated digital campaigns—including SEM, Google GDN, and video ads—maximized reach and visibility. This multi-faceted approach demonstrates the digital marketing agency’s expertise in creating culturally resonant, results-driven campaigns that connect brands with younger, highly engaged audiences.
Outcome
- Exceeded Engagement Targets: Achieved 180% of Instagram engagement goals, demonstrating highly resonant content for Jim Beam Highball campaigns.
- Audience Growth: Notable increase in audience numbers driven by targeted social media efforts and effective content resonance.
- Successful Regional Targeting: Localized content strategies in Singapore, Vietnam, and Thailand drove higher engagement rates.
- High-Performing Video Content: Dynamic video content consistently delivered high engagement, enhancing Jim Beam Highball’s digital success.
- Market Adaptability: Embraced reactive video content aligned with current social media trends to maintain digital relevance.
- Increased Brand Visibility: Significant growth in Jim Beam Highball brand awareness and engagement across Southeast Asia.
- Broader Consumer Base: Attracted new drinkers by positioning Jim Beam Highball as a fun, refreshing, and approachable choice.
- Stronger Market Presence: Reinforced Jim Beam as the top choice for light, flavorful alcoholic refreshment in key markets.
