#MAKEITCOUNT

Drive the next generation of LDA spirit drinkers, making Jack Daniel’s the drink of choice for Gen Z

THE IDEA

Now more than ever, it is important to #MakeItCount. From the people we meet, to the events we attend and the spirit we drink, Jack Daniel’s can be there every step of the way.

In order to elevate the iconic status of Jack Daniel’s while staying true to Gen Z, we created experiences that introduced students to the to the JD brand ethos of living boldly and enjoying the ride.

We formed a team of 20 influential students to #MakeItCount across 5 University cities - from showcasing the perfect serve across a social content series, to gifting student influencers with bespoke #MakeItCount boxes.

The term culminated in 5 sold out Jack Daniel’s society socials, bringing over 800 students together - all with an ice cold JD and coke in hand.

THE RESULTS

Performance against total KPIs:

  • 117% Student Attendance at Jack Daniel's Takeovers
  • 171% Physical Engagements
  • 101% Samples Distributed
  • 251% Social Reach
  • 162% Social Impressions
  • 206% Social Engagements
  • 280% Student Society Partnerships