[external case study] sailor jerry, fbr, youtube, au, 2015 [slide]

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Sailor Jerry connects with millennials 21-34 through video celebrating those who live life ‘Outside the Lines’

ChallengeIncrease brand awareness and help drive summer sales of Sailor Jerry Spiced Rum

InsightMillennials 21-34 love finding and sharing content that appeals to their lifestyle on YouTube. Sailor Jerry used this as an opportunity to develop video content celebrating a rebellious spirit and bring its brand into the moments that mattered most for their consumers.

Visit www.sailorjerry.com

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Company Information In Speaker Notes

https://www.youtube.com/watch?v=aebrko6aLLA

http://www.sailorjerry.com



Sailor Jerry connects with millennials 21-34 through video celebrating those who live life ‘Outside the Lines’

+1.4MTotal views

+81% Increase in ad recall

+23% Contribution to increase in total year-over-year sales





https://www.youtube.com/watch?v=aebrko6aLLA


Sailor Jerry connects with millennials 21-34 through video celebrating those who live life ‘Outside the Lines’Goal:

● Increase brand awareness and help drive summer sales of Sailor Jerry Spiced Rum

Approach: ● Develop 30-second ad showing how Sailor Jerry

enhances summertime experiences and ideals for its consumers such as rock music, festivals and freedom

● Leverage TrueView to target consumers with interests most aligned with their product

Results: ● 81% lift in ad recall, with target male demographic

achieving 3x higher recall vs. females● Campaign reached 1.4M views and contributed to

23% increase in year-over-year sales


“TrueView provided us with an opportunity to dramatically increase brand awareness around the crucial summer season while directly engaging with a targeted fan base. Google’s delivery optimisation

coupled with engaging on brand video content ensured that all benchmark metrics were well and truly exceeded.”

- Andrew Shannon, Brand Manager & Digital, William Grant & Sons






[external case study] sailor jerry, fbr, youtube, au, 2015 [slide]

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