Jameson Irish whiskey, part of France’s Pernod Ricard, is targeting an unlikely demo with its latest U.K. outdoor ad campaign: beer-swilling lads.
“The core challenge has been recruiting men within the age group 25-30 into the brand,” said Vicky Hoey, head of marketing at the brand. “We’re looking for ‘lads,’ really: those laid-back, urban, social males.”
Lads may not fit the typical demographic for a whiskey brand. Using outdoor advertising company Posterscope and Havas Media, Jameson launched a data-driven campaign to select the sites to most effectively reach young men. Outdoor advertising is increasingly using mobile and social data to understand what people think, feel and do, and targeting them accordingly.
“We needed a smart data strategy to reach this ‘lad’ audience,” said Ryan Hedditch, business director at Posterscope.
According to research from outdoor-planning agency Kinetic Worldwide, outdoor advertising makes £1 billion a year. Twenty-two percent of these sales are on digital out of home (DOOH), a figure set to rise to 35 percent in the next five years. Brands like Jameson contribute to this by planning campaigns by the audience rather than the format.
In the case of Jameson, the whiskey brand used an audience-discovery engine called Locomizer. The platform’s algorithm analyzed Twitter data that was geographically close to the 4,500 bars or pubs that sell Jameson whiskey. It zeroed in on males fitting the lad demo on Fridays and Saturdays to see where drinkers went before or after a night of drinking. Affinity scores were calculated for each DOOH site based on the data and the proximity to a whiskey-selling venue. Posterscope and Havas could use that data to place ads on nearby digital outdoor sites to prime the target audience before a night on the town.
One surprise that the data showed was that sites around the University of Oxford had particularly high affinity scores for certain venues, despite not being geographically close to them, which bucked the trend for other sites near universities in the country. Jameson’s messages were then tailored for students, appearing earlier in the week coinciding with more student drinking nights.
Jameson is used to running campaigns that last just a few weeks, but this campaign, at seven months, is the longest it has ever run. That, along with the use of data, makes sense, as reaching a new audience may take longer. Time will tell if targeting lads pays off for Jameson.
Image courtesy of Shutterstock.
Is the collapse of big tech’s culture overblown? Some experts think so
Some workplace experts aren’t so sure that the cushy culture that has come to define tech is coming to an end anytime soon.
‘Fear of saying the wrong thing is eating us alive’: Confessions of an Iranian-American advertiser on the industry’s silence on Iranian women’s rights
As Iran's feminist movement builds, one Iranian-American advertising executive questions American advertiser's silence.
Brands need to account for ‘psychological pain’ shoppers feel this holiday season, Horizon Media says
Although it seems every marketer is pulling out all the stops to get consumers to buy their stuff, there remains a good amount of uncertainty among the general population about how much they want to or plan to spend.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Why American Express invests in TikTok ahead of Small Business Saturday
As the #ShopSmall community grows on TikTok, American Express is hoping to tap into it.
How a Minecraft influencer is bringing advertisers to the platform
TubNet's primary challenge in integrating its brand partners was to do so without breaking the end user license agreement (EULA) of Minecraft developer Mojang, whose strict guidelines restrict the presence of brand logos directly inside the game.