JACK DANIEL’S

Marketing Research

Overview

Jack Daniel’s enlisted the expertise of Nativa, a leading multicultural marketing agency, to spearhead three distinct campaigns: 3Mix, Jack and Grill, and Jack and Music. Each campaign was strategically designed to delve into the preferences and cultural nuances of the Hispanic community regarding mixers, grill-outs, and music choices. With a keen focus on cultural insights, Nativa embarked on a comprehensive exploration, conducting in-depth research and engaging directly with Hispanic consumers to uncover their preferences and behaviors. The 3Mix campaign delved into the world of mixology, seeking to understand which mixers resonate most within the Hispanic community and how they are incorporated into traditional and contemporary cocktails. Jack and Grill ventured into the realm of outdoor cooking, uncovering favored grilling techniques, marinades, and recipes that hold significance within Hispanic culinary traditions. Simultaneously, Jack and Music delved into the diverse musical landscape, exploring the genres, artists, and rhythms that accompany gatherings and celebrations within the Hispanic community. Through these campaigns, Jack Daniel’s and Nativa aimed to authentically connect with Hispanic consumers, honoring their cultural heritage while forging meaningful relationships based on shared experiences and interests.

Approach

Nativa approached the challenge of understanding the preferences of the Hispanic community for Jack Daniel’s campaigns, 3Mix, Jack and Grill, and Jack and Music, with a multifaceted strategy integrating social listening and comprehensive research. Leveraging their proprietary social listening tool, OYE Intelligence, Nativa gained valuable insights by monitoring conversations across various social media platforms, forums, and online communities. This approach allowed them to capture real-time sentiments, trends, and discussions surrounding mixers, grill-outs, and music preferences within the Hispanic demographic. Additionally, Nativa conducted extensive research from reliable sources, including cultural studies, market reports, and competitor analysis, to supplement the social listening data. By combining these approaches, Nativa obtained a holistic understanding of the target consumer’s behaviors, preferences, and cultural influences, enabling them to develop tailored campaigns that resonated authentically with the Hispanic community. This comprehensive approach ensured that Jack Daniel’s campaigns were not only informed by data-driven insights but also rooted in cultural relevance, fostering genuine connections with their audience.

Results

Based on the results gathered from Nativa’s social listening efforts using OYE Intelligence, it’s evident that the Hispanic community actively engages in discussions related to Jack Daniel’s and whiskey across various online platforms. For the Mix 3 campaign specifically, there were a total of 51,000 conversations, with approximately 9,000 of those originating from Hispanic users. Similarly, conversations surrounding whiskey in general totaled 150,000, with 16,000 of those involving Hispanic voices. The intersection of BBQ and whiskey garnered significant attention as well, with 48,000 conversations, of which 21,700 were contributed by Hispanics. Furthermore, the correlation between music and whiskey sparked dialogue, with 31,000 conversations recorded, 7,600 of which were attributed to Hispanic participants. These insights underscore the importance of understanding the cultural significance of mixers, grill-outs, and music preferences within the Hispanic community when crafting targeted campaigns for Jack Daniel’s.

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Overview

Approach

Results

Arizona

OHIO

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