Case Study: Johnnie Walker South Africa email campaigns

Case Study: Johnnie Walker South Africa email campaigns

Johnnie Walker South Africa was looking to increase a specific segment of consumers on its email database. The proposed target group was mainly comprised of South African black male consumers, 18 – 30 years of age with disposable income. The use of viral email campaign/ refer a friend style tactic was chosen as the necessary medium. Although an email campaign is a well used tactic within viral marketing, agency teams and client felt confident due to the beginner to intermediate user level of the list. Connectivity is an issue in South Africa and most on the database would not have been heavily exposed to these types of campaigns.

The creative approach was primarily to appeal to the target market’s connectivity by finding something which would fit into their social value system. Research of the group told us that they were highly social but also aspired towards older, affluent males of the same culture who had made a success of their lives in the new South Africa. This older affluent group was also regarded as Johnnie Walker Black drinkers.

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