Creating Regional Engagement for a National Brand

How do you build brand recognition in diverse communities? By becoming a part of culture. Our challenge was to bring Jim Beam’s global positioning to the US Hispanic audience.

In order to help the brand resonate with our target at a regional level, we leveraged passion points and cultural nuance. At the center of our efforts was an array of uniquely branded products for participants to take home at sponsored events.

We surrounded our brand activations with a digital ecosystem of social and paid channels to raise awareness and build buzz. These efforts were deployed leveraging strategic digital targeting to ensure we started the right conversations with the right audience.

The result? Increased brand awareness via hyper-relevant messaging and a slew of new consumers who are now brand champions.