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Millennial Media Opps: Wild Turkey to continue "unapologetic attitude" under new social, digital AOR

Campari profile, launched a social campaign in December, which featured founder and master distiller Jimmy Russell reading off mean tweets and then setting them on fire (see above video). The corresponding videos picked up more than 50M impressions across all channels and resulted in video completion 12 times higher than WT's average paid VCR on Facebook and Instagram.

Because of the campaign's success, the agency behind them, Deloitte-owned Russell's Reserve Bourbon.

The success will also see WT continue the "unapologetic attitude." The "bold sense of conviction" will resonate with consumers, drive storytelling and become the corner of WT's brand and communications in the future, according to brand director Sean Yelle. Therefore, we should expect similar campaigns in the near future.

We should also expect more work with Matthew McConaughey since he was Campaign is farfetched saying the McConaughey name is "the sexiest name you can put behind a brand," his name is very recognizable and will help give WT an edge over over bourbons.

Therefore, sellers should reach out for new "unapologetic" campaigns and new Matthew McConaughey campaigns. Then, focus on dollars tied to top spending period Q4. Millennials love whiskey, so they should be WT's target demographic.

Spend at WT has decreased recently, but will likely pick back up since whiskey sales are on the rise. We should also look for spend to increase as WT continues to find ways to differentiate itself from competitors like Four Roses, Buffalo Trace, Heaven Hill, Jim Beam and Brown-Forman.

iSpot reports national TV spend in 2018 totaled $3.3M, spend in 2017 totaled $12.2M and spend in 2016 totaled $7.7M. Targeting typically has a male skew (see chart right).

WT barely uses digital display, so don't expect revenue through the medium. Adbeat reports it spent $70 in the last year and $53 in the year prior. The efforts were placed via Google Search Partners (100%) onto cnet.com.

Agency & martech readers -- while Heat wasn't chosen after a formal review, WT may still decide to go over the rest of its relationships and those with alcohol experience should reach out. Winmo states media is out of Benson Marketing Group.