Jack Daniel’s knows everyday dads are the real influencers
The idea seems almost too simple in hindsight. Gather a bunch of actual Jack-drinking dads, and get them on camera enjoying the product. Get the dads to share that content online and — with a little assist from a paid social media campaign — watch the sales roll in.
In the lead-up to Father’s Day this year, Jack Daniel’s decided to handball its social advertising to everyday dads, with a series of user-generated ‘Dad Ads’ designed to promote the Gentleman Jack Tennessee Whiskey range.
Stuart Terry is the founder and director of We Are Different, the creative agency tasked with executing what he refers to numerous times as “an experiment” during an interview with Mumbrella.
