Brand Promise: Deliver a smooth, consistent, and authentic whiskey experience, while staying true to roots in Lynchburg, Tennessee.
Problem: We designed JackDaniels.com 8 years ago and were asked to propose a redesign. But, while websites used to be the top destination for answers, today there is a sharp decline in consumer-reported activity on brand owned websites.
Insight: People rely on CRM and social for answers. Not websites.
Solution: We positioned the future-state website as a distribution hub. The idea is to push/pull content within the distribution channels (email, SMS, social, display, etc.) to meet the audiences where they already are within the digital ecosystem. This is the CRM portion of the work we pitched.
Role: CRM Creative Strategy, SMS Experience Design, Journey Mapping
CRM Journey
The journey starts with an intro to establish JD digital
Subject Line: YOU'RE IN! Jack's Backstage Bash Sweeps
Audience self-identification means we can anticipate needs
Subject Line: Ideas for every flavor of the evening
We then drive action that meets their expectations
Subject Line: Tonight, you call the shots
