Final Post

This is our final post, that will finish off the end of the semester for our Digital Marketing class, September to December, 2016.  Our favourite post was definitely the Jamesbond Whiskfall post.  Check out our Youtube Video!

https://www.youtube.com/watch?v=8qUUEjHz638

Thank you for your time.

Jack Daniel’s vs Johnnie Walker on Twitter

Jack Daniel’s

Content

The content tweeted on Jack Daniel’s Twitter page are videos and images relating to special events, recipes, Trivia on brand and tweet about their heritage.

Frequency

They tweet once or twice every month.

50/50 Rule

They don’t apply the 50/50 rule, all their tweets are about their company.

Keywords/Hashtags

#Jack150, #JackDaniels, #JDGeneralstore

Most Popular Tweet

The most popular tweet is about their 150^th anniversary. The tweet received over 500 likes and 189 shares.

Reason for most Popular

The brand is very popular and I believe the popularity for this tweet is because of fans of the brand and loyal customers who want to share in their celebration of their 150^th anniversary.

Caption: Twitter tweet Jack Daniel’s 150^th Anniversary

ALT Text: Twitter tweet Jack Daniel’s 150^th Anniversary

Quantifiable Data

Tweets: 2520

Followers: 181,000

Likes: 1198

Johnnie Walker

Content

The content tweeted on Johnnie Walker Twitter page are videos and images relating to special events, recipes, Trivia on brand, online campaign, products and people using the product.

Frequency

They tweet once or twice every few months.

50/50 Rule

They don’t use the 50/50 rule, all their tweets are about their company.

Keywords/Hashtags

#Whisky, #WhiskyWeekend, #JohnnieGinger, #JWathome, #KeepWalker, #WorldWhiskyDay

Most Popular Tweet

Their most popular tweet is about their Earth Mode campaign. The tweet has over 200 likes and 70 shares.

Reason for most Popular

I believe the reason for its popularity is that they are promoting a greener earth and everyone admires a company taking social responsibility, especially with the growing environmental concern. 

Caption: Johnnie Walker Earth Mode

ALT Text: Johnnie Walker Earth Mode

Quantifiable Data

Tweets: 534

Followers: 545

Likes: 306

Jack Daniel’s vs Johnnie Walker on Facebook

Facebook Brand Analysis 1: Jack Daniel’s

Content

Jack Daniel’s Facebook has content using videos and images relating to their 150 years heritage, their hometown in Tennessee, the founder Jack Daniels and products.

Currently majority of their post are focused towards their contest celebrating their 150^th year anniversary. Post give out clues and hints and even announces winners. The contest uses the hagtag #jack150.

Frequency

The post almost every other day.

50/50 Rule

Jack Daniel’s Facebook does not utilize the 50/50 rule. All post are related to the company.

Most Popular Post

Their most popular post is their Winter Jack post. The post features the product Winter Jack. The post has over 43,000 likes and nearly 13,000 shares.

Reasons for Popularity

The Jack Daniel’s is a very popular alcoholic brand. Their product Winter Jack is a cider that has grown in popularity over the years.  

Caption: Jack Daniel’s Winter Jack 

ALT Text: Jack Daniel’s Winter Jack

Quantifiable Data

Likes: 14,593,246

Facebook Brand Analysis 2: Johnnie Walker

Content

Majority of the content found on Johnnie Walker Facebook are images relating to their online campaign #keepwalking. The post features images of their products and people using their products.

They also post recipes, imagery relating to current holidays and special events, and some trivia relating to the brand.  

Frequency

The post one or two times ever few months.

505/50 Rule

Johnnie Walker does not use the 50/50 rule. All post are related to their company.

Most Popular Post

Their most popular post is a post featuring their Blue Label bottle. The post received over 10,000 likes and over 900 shares.

Reasons for Popularity

The reason I believe this post is the most popular is because it emphasizes the product’s quality and how it relates to a higher social standing. 

Caption: Johnnie Walker Blue Label

ALT Text: Johnnie Walker Blue Label

Quantifiable Data

Likes: 13,096,238

James Bond In Whiskfall

Will James Bond Finally Change His Drink Of Choice?

By:  Faraaz Mohammed - Ali

This is a student concept for a Sheridan Pilon School Of Business Digital Marketing Course.

This campaign is created for the 1800 brand.  The main social media for this concept is Youtube, as 1800 has achieved the highest volume engagement through Youtube (millions of views).  In this idea, a video will be created using the most recent James Bond, Daniel Craig.  In their marketing material for the 1800 Tequila, the brand often mentions exchanging your drink for one of their Tequila’s.  In this way, in the Youtube videos, James Bond will be on a mission, doing his usual beating of villains, and just when he’s finished, he’ll stop at a local bar and order his favourite drink of choice, a Martini, shaken, but not stirred.  The bartender will make the drink, but not before taking a sip of his 1800 Tequila.  Upon seeing this, James Bond will ask the Bartender what he’s drinking, and the bartender will hand him the bottle.  At this point, Bond takes a sip and tells the bartender to hold on to the martini as he leaves the bar, 1800 Tequila in hand.

The goal of this marketing video will be to surpass the highest viewed 1800 video, with 10 million views.  Furthermore, the goal will be to convert this high number of views to actual subscribers as well, with a goal to net at least 5000 subscribers out of the video.  This video will be launched alongside Summer, in the month of June.

This video will be posted on Youtube, however it will be shared amongst other 1800 Tequila social media pages, primarily Twitter and Facebook.  The goal is to use this video to increase engagement on both these platforms, especially Twitter, where the brand has less than 1000 followers. 

Promotion of this video is following a vein similar to that of the Ray Liotta video.  Daniel Craig and his James Bond are centre stage here, and 1800 Tequila is a very small player.  Even without the tequila brand, people would enjoy the video, and as such share it with their friends and familes.  This is a way for 1800 to capitalize on entertainment value without being the area of focus on the video.  If enough people see James Bond without his signature Martini, it could rouse their interest to engage with 1800 through its various social media platforms, if not go out and buy the drink.

The target audience for this promotion are young individuals of legal age to drink alcohol.

Indirect Influence on Captain Morgan and Bacardi

When searching for Bacardi room indirect influences I found many different things. One of the first things I came across was a brief history of how they went from being a rum in Cuba to world famous.

http://rumconnection.com/bacardi-history/ this link will direct you to the history of Bacardi.

The second link I found was actually part of the Coca-Cola website where they are talking about the great pair of Bacardi Rum and Coca-Cola. You will be able to find the link here http://www.coca-colacompany.com/stories/bacardi-and-coke-always-a-great-combination. Once Googled you can learn a lot more about history, brands, celebrities’ who support them and etc.

While I was searching Captain Morgan for indirect influences I came across some interesting links. The first link I came across was http://www.marketingmag.ca/brands/captain-morgans-east-coast-connection-143223. This talks about how Rum was a major drink in the East Coast of Canada and how Captain Morgan is trying to return the favor. They even released a commercial for the occasion which was a big hit.

The second link I came across was a blog written about the Cannon Blast https://therumhowlerblog.com/rum-reviews/flavoured-spiced-rums/captain-morgan-canon-blast/. This was a blog that talked about the taste of the rum and even gave suggestions of recipes to make it taste even better.

By: Tiago Leonor

Content Marketing idea for Smirnoff

By: Nicole Nykamp

Who are you creating this campaign for (which brand)?

Smirnoff

What is your idea?

To start a hashtag on social media (I was thinking on Instagram) and I thought of the hashtag #ShowOffWithSmirnoff People can post pictures of them drinking Smirnoff products with my hashtag.

Who is your audience?

People in their 20s

What are your goals? - outline the conversion you are looking for; likes, followers, subscribers, click a link, etc.)?

My goal is to gain brand popularity and for people who like this product to come together as a community!

When are you planning on launching (is there a time sensitive consideration; Christmas, New Year’s resolutions, back to school, summer travel, etc.)?

This will be launched during summer, so May - End of August