Johnnie Walker - The Man Who Documentary (Inside Ideas)

I worked with the Inside Ideas and Johnnie Walker team on an exciting global content plan to raise awareness of Something Originals' collaboration with Partizan Films' documentary The Man Who Walked Around The World by Anthony Wonke. The film focused on the historical influence of Johnnie Walker. Our aim through culturally responsive activity on social was to generate awareness with a tease trailer that would drive talkability. In December, this activity continued to drive awareness of the additional release on Amazon Prime. In addition to the milestones in that plan, we worked with Something Originals to roll out Instagram Story quiz assets to drive interest and maintain a constant ‘buzz’ around the documentary on owned channels. PAID AMPLIFICATION The content plan was supported by paid activity through PHD across Facebook, Instagram and Twitter reaching 18-35 video and entertainment streamers. Activity reached delivered over 7 million impressions on Facebook and Instagram and from an 8 million audience, over 2 million impressions on Twitter to optimise engagement and awareness of the film.