Jack Daniels awareness for the festival crowd

Make Jack Daniels top of mind with the festival crowd.

Client

JACK DANIELS

Sector

FMCG

Goal

AWARENESS

The challenge

When a split-second makes a 22% difference

The winter months are an extraordinarily competitive time for whiskey brands. That’s why Jack Daniels decided to focus their marketing efforts on party season instead. This is a story about how A/B testing helped Jack Daniels become top of mind on festivals.

The solution

A/B testing is probably the most cost-effective way to create awareness on social media. By pushing the best-performing assets, we were able to generate twice as many views as expected.

Fleeting attention

The festival-going target audience spends a lot of time on social media. The problem is, they are power scrollers. First impressions are crucial. So crucial in fact that changing the first second of a video can make or break a campaign.

The basics of A/B testing

Much like with scientific research, you want to have as much control as possible. Changing only one variable and keeping the rest constant helps you to reproduce your results. Since the biggest hurdle here was to get people to stop their scrolling and watch the video, we decided to only change the first second of the video.

Ass vs glass

Most of the Jack Daniels target group are men, that’s a fact. Even though we don’t like to admit it, statistics don’t lie. Out of all the options, the most successful videos were the ones that started with an image of beautiful women or an aesthetic shot of a glass being poured.

The result

In comparison with previous festivals, twice as many people joined the Jack Daniels booths and let the whiskey flow (responsibly we hope). We like to think that our videos had something to do with that. After all, we reached 60% of our target audience and our A/B testing allowed us to generate 22% extra views by focusing on the best-performing assets.

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