Johnnie Walker, the world’s leading Scotch whisky, is a brand with a deep commitment to progress and innovation, and remaining cutting edge on social media is very much part of this commitment. With the sharp rise in usage of Instagram, and Facebook’s recent purchase of the platform, Johnnie Walker (already with over 4,000,000 Facebook fans globally) was keen to establish a strong presence on Instagram.
Johnnie Walker called upon Edelman in early July 2012 to develop a launch strategy for its Instagram feed which integrated Facebook, and would ensure that the brand generated a strong foothold on Instagram quickly. The ultimate aim for Johnnie Walker is to become one of the top 20 brands on Instagram by the end of 2012.
Edelman, working alongside advertising agency BBH, developed a launch campaign which integrated Facebook and Instagram in a unique and innovative way, and allowed the brand to tell the story of its vibrant heritage seamlessly on both platforms.
To launch the campaign, Edelman recommended that Johnnie Walker tap into the ever growing number of amateur photographers finding fame on Instagram and beyond with their eye for artful images. Johnnie Walker asked the foremost amongst them to take over the @JOHNNIEWALKER Instagram feed and each tell a brand related story. The campaign launched on the 27th August, and will be live until late September 2012.
Over this period, these three top Instagrammers will be taken on four different inspirational brand related journeys, and given full creative licence of the brands Instagram feed for one week, with exclusive ‘behind-the-scenes’ glimpses into the world of this iconic whisky to inspire their images. As well as creating imagery for the Johnnie Walker Instagram feed, they will also use their own feeds to drive traffic to the Johnnie Walker account, thus increasing awareness of the account at launch.
The Instagram images that they take will also be automatically fed through to the global Facebook Page through a unique app which ‘live streams’ Instagram images directly to the Page’s cover photo. This interactive timeline, built by BBH and the first of its kind, is currently live on the Facebook Page and can be viewed here. Users can view all of the images taken by the Instagramers on the Johnnie Walker Cover Photo simply by refreshing their page.
- Chris Ozer, @chrisozer, with over 165,000 followers, was one of the early adopters of Instagram, joining after seeing it used by the founders of Twitter. He will showcase the heritage behind the brand by capturing exclusive shots of the JOHNNIE WALKER distillery and Scotland’s breath-taking landscape. View his images on the Johnnie Walker Instagram Feed.
- Phil Gonzalez, @philgonzalez, is the founder of Instagram community INSTAGRAMERS and has an artful eye for images that he shares with over 135,000 followers. Gonzalez will be given unprecedented access to the glamorous world of F1 through the brand’s sponsorship of the Vodafone McLaren Mercedes team at the Gran Premio Santander D’italia.
- Athipan Wongsuebyut, @awnoom, with over 175,000 followers, is one of the most inspirational and influential Instagrammers in Asia, and was recently profiled on the official Instagram blog. Wongsuebyut will journey to Shanghai, one of the brand’s most vibrant markets, to begin his personal whisky journey and capture the launch of a new luxury product.
Johnnie Walker’s Instagram feed went live on the 27th August 2012, and the campaign launched on the 3rd September 2012. Since this time, the account has already garnered nearly 2,000 fans. The hope is to reach between 5000 and 10000 fans by the end of October, and to be one of the top 20 brands on Instagram by the end of the year!
This post was compiled by Natasha Ighodaro.
Image credit: Chris Ozer (@ChrisOzer)