Title	JAMESON FIRST SHOT
Brand	JAMESON
Product/Service	JAMESON IRISH WHISKEY
Category	A08. Use of Branded Content & Sponsorship
Media Agency 2	VIZEUM London, UNITED KINGDOM
Entrant Company	VIZEUM London, UNITED KINGDOM
Media Agency	VIZEUM London, UNITED KINGDOM
Production Company	TRIGGER STREET PRODUCTION Los Angeles, USA

Name	Company	Position
Max Askwith	Vizeum	Associate Digital Director
Rachel Linturn	Vizeum	Senior Account Executive
Adam Connett	iProspect	Organic Video Manager
George Whyles	Vizeum	Associate Director
Jonathan Franklin	iProspect	Video Manager
Jose Carballo	Vizeum	Integrated Business Director
Laurence Blanchard	Vizeum	Digital Startegist
Thomas Clark	iProspect	Head of iProspect Play
Sharon Deller	Vizeum	Creative Services Director
Jo Rigby	Vizeum	Head of Marketing and New Business
Charlotte John	Vizeum	New Business and Marketing Manager

Brief Explanation

To increase brand consideration and standout, Jameson wanted to position themselves around ‘film’. Their centrepiece is ‘First Shot’ - an annual competition that gives three budding writer/directors the chance to work with top Hollywood talent and bring their films to life. In previous years the winning films have struggled to reach online audiences. Research showed that, due to the extended video length, the campaign was failing to engage, resonate and appeal to their target audience in their key markets. Our challenge was how to socialise content 4 ½ times longer than the average duration spent with online video.

Results and Effectiveness

The results were spectacular; once the films were seeded to our new found audiences we had completion rates of up to 40% - a year-on-year 4-fold increase and firmly established First Shot in the Indie calendar. Not only that, the campaign over delivered across several key KPIs including a 21.21% over delivery on views against the campaign benchmark, and through granular optimisation we generated an incredible 90.8% over delivery on the planned VTR. Longevity for the campaign is now realised and appreciated with activity continuing after the main campaign and starting earlier in the following year post-activity.

Creative Execution

We needed bite-sized content to draw in audiences. We took unused outtakes from the three winning films and created enticing, behind-the-scenes trailers, tailored to the key themes of each video. These teaser/trailers were distributed to the wider Jameson audience in order to gain invaluable insights about which audience groups responded best to each theme. We then used those insights to build target audience segments of groups most likely to watch full-length videos. The First Shot winning films were launched utilising YouTube In-Stream and In-Display formats to run against topics and interest categories that were closely aligned to the LADS audience.

Insights, Strategy and the Idea

Jameson was looking to drive and sustain advocacy within both their wider LADS*(Laid-back Appreciators, Down to earth Socials) audience and the Film Tribe Creators and Connectors groups. YouTube was identified as the key channel for distribution of both the films and the trailers as it allowed us to tap into market-leading granular targeting at scale, and also close the loop with the brand’s existing video channel management strategy. We needed to identify audiences for each winning film who would most positively respond to the themes of each video and therefore increase that films engagement rate.