Jägermeister Derde Kerstdag
Creating a new consumption moment for the brand
How do you make Jägermeister relevant in a season that is overflowing with bubbles and glühwein?
Our research showed an interesting opportunity: after the long 1st and 2nd Christmas Day with the family, young people want to let loose – with their friends. That’s why we introduced a new holiday which had a natural fit with the brand. Because you can really get into the spirit on Third Christmas Day.
With this campaign we created a national Third Christmas Day hype. Activated in on and off-trade, but also boosted through the smart partnerships with Greetz and Deliveroo.
Greetz helped us sending personalized invitations to your friends including a mini Jäger. Deliveroo boosted the Third Christmas Day parties at home by bringing ice cold Jägermeister bottles at your doorstep. A campaign that made December a 26% more festive month for the brand as well. 😉
Results
Being relevant and truly adding value continues to be the secret ingredient for successful campaigns. The Derde Kerstdag campaign proves that again, with an astounding return on advertising spend of 628%
Being relevant and truly adding value continues to be the secret ingredient for successful campaigns. The Derde Kerstdag campaign proves that again, with an astounding return on advertising spend of 628%
The media budget for this campaign was just €30K, still we managed to secure 23 million impressions among our target audience. This is the direct result of people sharing, inviting and engaging with the campaign.
The media budget for this campaign was just €30K, still we managed to secure 23 million impressions among our target audience. This is the direct result of people sharing, inviting and engaging with the campaign.
Of course we organised Derde Kerstdag parties in bars too, which boosted sales with 26% compared to the same period the year before.
Of course we organised Derde Kerstdag parties in bars too, which boosted sales with 26% compared to the same period the year before.
In the retail channel people also ran to the Jägermeister shelves to make sure their Derde Kerstdag party at home would not be missing the key ingredient. The effect: 5% more sales compared to the same periode a year earlier.
In the retail channel people also ran to the Jägermeister shelves to make sure their Derde Kerstdag party at home would not be missing the key ingredient. The effect: 5% more sales compared to the same periode a year earlier.
