Whiskey JYPSI
Whiskey JYPSI
The Client
8,000,189
Total impressions
1.5 million
Display impressions
5x
Return on Ad Spend
Whiskey JYPSI Digital Advertising Campaign
Whiskey JYPSI is a new whiskey brand created by musician Eric Church and entrepreneur Raj Alva, who share a passion for whiskey and a desire to create a fine brand through untraditional means. They tabbed Ari Sussman, an award-winning whiskey maker, for their first release.
Introducing whiskey lovers to the company and its first release
In May 2023, Whiskey JYPSI introduced that first bottle, Legacy 001. It had a price point of around $200, so the client wanted to focus on advertising to seasoned whiskey drinkers interested in premium fare.
Selling a celebrity brand without focusing on the celebrity
Eric Church is an accomplished country singer with nine studio albums and an impressive roster of collaborators and friends (think Jason Aldean, Luke Combs and, most famously, Taylor Swift). Yet Church didn’t want to be the face of this new venture. That made our job more complicated because there are a lot of competitors, and bringing a new product to market in that environment without trading on Church’s name was challenging.
Identifying the audience and targeting the holidays
We decided a digital campaign would allow us to do several things at once—identify our target audience, test our creative, and hone in on several holiday periods when spirits sales tend to spike (including Father’s Day, Thanksgiving and Christmas).
In trying to understand the target demo, we did a lot of audience segmentation. We targeted whiskey fans, people interested in luxury lifestyles, and those with country and country music interests.
Great return on investment for Facebook and Instagram
We generated robust engagement on social platforms. Facebook drove over 100,000 clicks at the lowest cost-per-click ($0.50), and we saw the most product sales from Facebook and Instagram.
Mixing social, display and video
The campaign ran from May to December. We helped the client with media planning, execution, optimizing and reporting.
Since the brand was brand new, it didn’t know what its consumer base looked like yet. Because of that, we tested a variety of creatives (video, carousel, product shots, branding videos vs. interview videos of how the whiskey is made) to see what they responded to the most.
More than 8 million impressions generated
Across platforms, the campaign generated 8,000,189 impressions. Display drove over 2.5 million impressions at the lowest CPM ($3).
We are game for anything
Whiskey JYPSI asked us to build a customer list and try to sell products at the same time, which is not easy, but instead of worrying about whether we could do it or not, we just dove in. We relied on our experience and digital knowledge to guide us, and the client felt comfortable giving us the reins and seeing what happened. The results speak for themselves.
“This campaign generated an impressive return on ad spending of five times what the client put into it. Those are the kinds of tangible results our clients want.”
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