influencer Campaign / Retail / Social / Contest
The Challenge:
How can celebrity influencer bring a wider audience to your brand?
Jack Daniel’s Gentleman Jack whiskey is positioned as the smoother, more sophisticated Tennessee Whiskey.
But the brand had a hard time connecting with African-American whiskey drinkers.
Actor / producer / director Omari Hardwick has a real passion for helping other African-American artists rise through the red tape.
Partnering with Omari, we created the Real to Reel program to help us celebrate the sophisticated spirits of both GJ and rising black artists with a wider audience.
Insight:
Authenticity isn’t something you can fake.
With an extensive photo shoot and interview with Omari, we created shopper POS signage and social content that asked filmmakers to submit 10-15 minute short films speaking to the African-American experience.
Interested filmmakers were invited to submit films via the Real to Reel landing page.
We shared social content that rewarded followers with action behind the scenes.
On social, we conveyed the partnership between GJ and Omari as a sophisticated one, dedicated to perfecting every detail both in front of the camera and behind it.
Share the spirit behind their stories.
In it’s second year, we created a video round table with finalists to speak to their experiences and help others understand the complex world of storytelling on the big screen from an African-American perspective.
We gave our winner a stage unlike any other.
We selected the top 3 winners who were awarded a trip to the American Black Film Festival in Miami Beach.
The final winner was awarded $10,000, a special screening of their film for Omari and some of his most influential friends.
We also promoted a five-city screening tour through Atlanta, Chicago, LA, New York and Austin.
Results
"Gentleman Jack's Real to Reel program continues to help build diversity in Hollywood," says Omari Hardwick. "I'm proud to continue this partnership to help open doors for new talent in Black cinema."
- Omari Hardwick
