JOHNNIE WALKER. CHATBOT...
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Diageo

JOHNNIE WALKER. CHATBOT

  • chat bots, SMM
  • July 21 – August 20, 2017

Weekends are created for whiskey, chatbots and Johnnie, which has sent personal messages to 20 thousand Ukrainians.

goal
  • To raise the Johnnie Walker brand awareness in summer
  • To promote Johnnie Walker among young people through innovative communication channels
  • To adjust the global communication campaign Weekends Were
  • Made for Whisky to the Ukrainian digital audience
  • To increase the number of Google search enquiries for the brand
execution
  • The first of its kind in Ukraine edutainment chat bot quiz in the Facebook Messenger with giveaway from Johnnie Walker
  • To develop 135 unique and fun questions about the brand and whisky in general
  • Active media support of the project on Facebook
results
  • 20,374 attracted users
  • 4,439 participants who answered no less than one question
  • 120,507 answers
  • 27,1 – average number of answers per participant
  • 18 minutes 19 seconds – average interval between answers
  • 1,284,566 Facebook users reach
  • The level of interest to the brand in the Ukrainian online audience grew from 5 to 20 points and exceeded the initial goal by 25%, according to Google Trends

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