We were tasked by Brown Forman Corporation with the objectives below:

• To develop a sustainable long-term multicultural marketing initiative that builds an emotional connection between multicultural consumers and the Gentleman Jack (GJ) brand to ensure long-dterm sustainable brand growth.

• Drive awareness and trial among multicultural consumers.

• Recruit new multicultural consumers.

• Use film as a vehicle to authentically connect with Black and Hispanic American consumers.

• Drive brand advocacy among multicultural consumers, bartenders & influencers.

On behalf of Brown-Forman, NIMBUS’ team created and produced seven short films showcasing one multicultural filmmaker and six multicultural bartenders to showcase their craft; increasing exposure and opportunity. To amplify the third year, we secured actor and photographer Lance Gross to tour each city learning how to create signature Gentleman Jack cocktails from each of the bartenders. With Lance’s love of crafted cocktails and photography, we tied those two concepts together.

Our execution involved all elements from start to finish. We scouted and secured all the talent, brand liaison during production, edited all final videos, worked with Lance to utilize his photography, and our design for the microsite. We also worked with the talent regarding posting assets and copy. The creative insight directly influences the talent selected to be involved in the film and the story telling within the film(s).

Audience Insights:

Primary: SP+ Spirit Drinkers with interest in understanding the impact people are making in the Hospitality Industry, Food & Mixology.

Secondary: Multicultural, Modern Hospitality Professionals trend-setters

Overall characteristic & interest

• Actively participating in a community that fosters, supports and uplifts the hospitality industry

• Diverse experiences and backgrounds

Insights:

• Representing 6.06% of bartenders, Black is the second most common race or ethnicity in this occupation with Whites at 83% (The Census Bureau)

• Racial inequality also exists in the role. African-American and Hispanic bartenders are frequently pushed to lower-paying, less visible roles (Tales of the Cocktail Foundation)

• Gentleman Jack’s awareness is 50% among Black consumers

Community Building:

This platform presents Gentleman Jack with an advantageous opportunity to engage with the modern hospitality professional through championing the multicultural bartending community & giving a voice to those who are “shaking it up".

• OLV delivered 23MM impressions across partners like YouTube, Vox, Genius, Essence, and Mitu and delivered 6.8MM completed video views (29% VCR); over 9MM impressions were viewed 50%

• Campaign also delivered an 8.7% lift Favorability on YouTube, suggesting creative drove positive opinion of Gentleman Jack

• Meta and Twitter delivered total of 52MM impressions, reaching 53% of target audience and over-delivering against planned by 10%

• Paid social focused on driving traffic to website and delivered 83K clicks, primarily driven by Twitter which had a .26% CTR