Jack Daniel's Launch of Flavours Range
Automated Creative worked with Jack Daniel’s to raise awareness of JD Tennessee Apple, encourage the audience to consider JD in a new light, and discover the creative triggers that drive performance.
The Challenge
Help launch the Flavours range for Jack Daniel's for Brown-Forman, appealing to a new customer segment and growing consideration of the new product.
The Strategy
We defined a selection of key creative themes to learn from via strategic creative tags to discover the most effective visuals, messages and formats for driving link clicks.
We added our strategic creative tags to all ad variations created to track performance using Creator delivering unique insight.
The Result
Our work delivered impressive results:
- 33% uplift in CTR with our lifestyle visuals
- 4 times more clicks than the benchmark
- A 23.2% uplift on CTR by focusing on the non-whiskey drinker
- 2.2 times more clicks thanks to using video - delivering better results.
We discovered new themes that Brown-Forman could use for Jack Daniel's ads.
And we proved that different formats were key for different platforms. The new ads showed a 170% improvement on Facebook and Instagram and 112% on Snapchat.
"This kind of messaging testing really helps us fuel and feed into [the brand] toolkits and make sure we're driving the best creative messaging that then goes out across the different markets. So we're really excited about the results that happened with Automated Creative. It's a real step change to the way that we are approaching messaging and creative and how we talk to our consumers at Brown-Forman."
Laura McCarthy, Senior Brand Manager, Brown-Forman
Listen to Laura McCarthy, Senior Brand Manager, and Megan Davies, Digital Marketing Lead for UK and Ireland, talk about this work at MAD//Fest 2023
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