Johnnie Walker - Dua Lipa Studio 2054 (Inside Ideas)

  • Natalie Grover

Johnnie Walker was the official spirits sponsor of Dua Lipa’s global Studio 2054 Livestream event. Part theatre performance, part live gig, the event was 2020's challenge to the restrictions placed on performers and live face-to-face concerts. Featuring high-profile stars including Kylie Minogue, Elton John, FKA Twigs, Johnnie Walker branding was built into the set and performance, including a Johnnie Walker bar and branded DJ booth. Working alongside Dua Lipa's team, Smarts PR and AnalogFolk, we crafted a bank of assets and communications to drive awareness to the event alongside a bank of Johnnie Walker Highball asset recipes. Including peach, lemon, and ginger, all to be enjoyed during the event. Assets and post copy was translated for the German and Spanish markets. My role included social media content planning, copywriting, art direction and creation of Instagram Story creative. Additionally, I led pre-event planning, scheduling, publishing, monitoring and communicating with the audience pre, post and during the event itself. Organically, activity achieved engagement rates of 2-4%. PAID AMPLIFICATION Working alongside PHD, activity was supported with paid activity to amplify organic content, which targeted 18-35 music streamers in the UK, Spain and Germany to reach over an 8 million audience in the UK across Twitter with approximately 2 million impressions to optimise engagement. And, a reach of 16 million across the UK, Germany and Spain producing almost 20 million impressions. In addition, Instagram Stories were dark-posted to reach an audience of over 16,000 million, delivering over 20 million impressions. Due to the contractual nature of the event, all assets expired from Johnnie Walkers' channels at the end of December 2020.