Johnnie Walker 2020/21 Sustainability Drive #JWNextSteps #SpiritOfProgress (Inside Ideas)

To support the promotion of Johnnie Walker’s ‘gift of one million trees’ announcement, I worked with the Inside Ideas team on a social media campaign consisting of supporting messaging and a bank of social assets. https://www.diageo.com/en/news-and-media/features/johnnie-walker-launches-vision-to-plant-one-million-trees-in-scotland/ Post copy was crafted to complement the asset that introduces Johnnie Walker’s tree planting commitment to a consumer audience, indicating that this is only the start of our sustainability journey. A vibrant and dynamic video was developed to introduce Diageo and Johnnie Walker’s commitment to plant one million trees across Scotland, to accompany and amplify the press announcement on Tuesday 8th December. Markets were encouraged to get behind this story and leverage the social assets to help bring our commitment to life across the globe. EMPLOYEE COMPETITION DRIVE An internal competition for employees was also developed alongside SMART's agency to increase shareability. Employees we asked to share the social assets through their channels along with the hashtags #JWNextSteps #SpiritOfProgress PAID AMPLIFICATION Working alongside PHD; activity was supported with paid media to amplify organic content, which reached over 1,700, 000 people and gained over 2,000.000 impressions. ORGANIC RESULTS *Instagram reached over 56,000 people, developed 23 new followers, developed of 57,000 impressions and concluded with a post engagement of over 3.66% *Twitter gained over 6,000 impressions. Over 700 media views resulted in post engagement of over 2.96%.