Jameson Black Barrel x Movember Snapchat Lens: Digiday Content Marketing Awards Entry

Following Jameson Irish Whiskey’s previous successes on Snapchat (the first spirits brand to have a national, age-gated geofilter on St. Patrick’s Day), we wanted to utilize the platform again, this time with a custom lens, to drive awareness of Jameson Black Barrel’s major partnership with the Movember Foundation while also highlighting the various cocktail uses for the spirit.

Strategy: 

The Movember Foundation is the leading global organization committed to changing the face of men's health. The foundation raises money through an annual month-long charity drive where male supporters grow their mustache, what they refer to as “growing a mo,” and female supporters are “mo sisters” that cheer on their male friends, family, and coworkers to pledge not to shave for a month while different teams compete to raise the most cash for the cause.

Jameson Black Barrel has been a partner with the foundation for many years and last year was at the Major Partnership level. So, on November 1st, 2016, the first day of Movember, we launched our Snapchat lens giving users the ability to swipe between three different mustache styles and their corresponding cocktails with the instruction of “Grow a mo, grab a cocktail.”

Users not only had fun with the mustache styles but also got creative, even pretending to drink the cocktails in the bottom left of their screen resulting in many shares between consumers and increasing awareness for both Jameson Black Barrel and Movember in the process.

Results: 

Jameson Black Barrel’s Movember lens was incredibly successful and blew standard alcohol beverage weekday (Tuesday) benchmarks out of the water.

Highlights include:

·       13.2MM+ Plays/Engagements (1.83 – 2.75x the benchmark of 4.8-7.2M Plays)

·       12.03MM+ Views/Impressions (1.25 – 4.17x the benchmark of 2.88-9.6M Impressions, which includes Snap + Story Views)

84% of the total views came from user’s Snapchat stories (user-generated content) which is particularly exciting as it depicts how compelling and positive the branding experience was for the Snapchatters, including key influencers like Calvin Harris.