Jack Daniel's
Jack Daniel’s wanted to make a splash – and knew Snapchat was the place to do it. The iconic US brand promoted its latest product, Jack Daniel’s Blackberry, using a multi-format campaign that boosted sales and ROAS.
“Jack Daniel’s Blackberry campaign was all about introducing a bold new flavor in a way that felt fresh, culturally relevant, and built for how people actually connect on Snapchat. The multi-format campaign helped us drive strong awareness and sales, and Sponsored Snaps were especially impactful in extending reach and creating a more direct, personal touchpoint with our audience. That combination helped turn interest into action, bringing new buyers into the franchise and making this launch a standout success for the brand.”
Toasting a New Flavor
Jack Daniel’s has been catering to whiskey enthusiasts around the world for more than half a century. During that time, it established itself as a truly dynamic brand – but it refuses to trade on its name alone. Evolving alongside its consumer base, it recently turned to Snapchat when it wanted to create a unique buzz for a unique whiskey flavor.
Calls for a Snapchat Cocktail
For the launch of its new Tennessee Blackberry flavor, Jack Daniel’s mixed it up with a cocktail of Snap Ads, Snap Commercials and Sponsored Snaps. By using Snap Ads and Commercials, the brand could effectively raise awareness among its target demographic. Meanwhile, Sponsored Snaps allowed Jack Daniels to go one step further and send direct messages to its audience in the Chat feed. Designed to drive conversions among Snapchatters aged 21 and over, the eight-week campaign provided a perfect snapshot into the Jack Daniels’ experience.
Serving Success – Straight Up
The Tennessee Blackberry campaign proved particularly fruitful among new buyers, with over 80% of campaign incrementality coming from new buyers. The multi-format strategy also drove a significant lift in product awareness as well as a $4.38 ROAS. Sponsored Snaps alone contributed the highest ROAS ($18.17) among the ad product mix 1. Talk about proof of Snapchat’s power.
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