Jameson Irish Whiskey
There are so many brands that just talk about themselves. Jameson has been learning how not to do this by trial and error.
Consumers will tell you they don’t follow brands on social media. They will tell you that they only follow friends, celebrities, sports, news, entertainment, meme accounts and others.
Customers don’t say they follow brands on social media, but the instagram followers for brands on instagram sum up to the population of Europe.
Users actually follow brands that don’t act like brands.
Jameson is competing with all the brands on social media, not just the ones in the spirits market. So how do they cut through?
It’s also about the tone of voice in their Copy.
We’re not flippant nor crass. We’re warm and knowingly clever.
It’s all about two way conversations and getting to know the followers.
Just like a real friendship.
It’s not only about playing and engaging, it’s also about engaging with things they are interested in. An example is how Jameson interacted with buzzeed posts.
You can have fun on a shoe string budget
Our Personality’s Always The Same But Like A Person, We Tweak Our Behaviour Depending On Our Surroundings.
Jameson does not repurpose the content across platforms with copy and paste. That’s lazy.
Each social media channel has it’s own purpose.
Instagram: “Where we showcase the real, un-staged moments of our whiskey.”
Facebook: “Where we showcase the real, un-staged moments of our whiskey.”
Twitter: “Our mates are having conversations & we’re here to join in.”
YouTube: “Sit back, take a seat, grab a Jameson, we’re delighted to be spending that little bit more time with you.”
Jameson leverages their community to talk about subjects where it doesn’t have a right to discuss.
Great insight from @hannegrainger @jamesonwhiskey - we are not only competing in our own category but with the whole internet with our #contentmarketing #spark @FalconIO pic.twitter.com/AFs9iXv9lb— Nick Gabery Adams (@NGaberyAdams) November 14, 2018
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