With everything to play for in China’s fiercely competitive high-end whisky market, Johnnie Walker Blue Label’s biggest challenge in 2023 remained how to communicate the brand’s legendary prestige to a new generation of young, affluent Chinese consumers - many of whom thought little of its claims to be a high-end brand.

Leverage Johnnie Walker Blue Label's sponsorship of GQ MOTY to elevate the brand above the competitive fray, creating an online and offline buzz that would resonate with young Chinese consumers and set it apart as a name synonymous with modern luxury and exclusivity.

●Generate 100 million+ social media impressions throughout the run up to and after the main event, significantly boosting brand visibility among TA.

●Reach milestone of over 1 million engagements across China’s key social media platforms.

●Propel Johnnie Walker Blue Label to become one of the top-selling whisky brands on Tmall, leveraging the partnership to drive sales.

Seamlessly integrating Johnnie Walker’s slogan "Keep Walking" with GQ's “Beyond Time” theme, the campaign’s creative essence connected the brand’s enduring legacy with the timeless qualities of the GQ MOTY honorees, celebrating the idea of moving forward and breaking boundaries.

Awareness: The strategy involved sharing highly-focused content inspired by the mastery and leadership exemplified by both GQ and Blue Label, including stories and achievements of those who exemplify the "Keep Walking" spirit.

Luxury Experience: Iconic Johnnie Walker experiences like the BLUE TABLE sessions were key. In collaboration with GQ’s editor-in-chief, these were reimagined within the GQ MOTY context to offer exclusive whisky tastings and discussions underscoring the brand's commitment to craftsmanship and quality.

Cultural Relevance: The historical significance of the venue location underscored the campaign's intent to blend the brand's rich heritage with China's cultural depth, fostering a connection that resonates with Modern China's appreciation for both tradition and contemporary luxury.

Today's young Chinese whisky enthusiasts look for much more than just quality products - they want immersion in the culture of whisky and to enjoy experiences that resonate with their aspirations and lifestyle.

The strategy had to reflect this, hence Johnnie Walker’s collaboration with GQ who play a pivotal role in shaping trends and brand perception.

•Digital Engagement: Use social media and digital content to spark interest and interaction, leveraging influencer collaborations and online exclusives to engage the digitally savvy audience.

•Exclusive Experiences: Deliver unique, premium experiences, such as VIP access to GQ MOTY, in-depth product experiences (inc. the launch of Blue Label CNY limited edition in collaboration with international renowned visual artist James Jean) and bespoke whisky tastings, blending heritage with modernity to enhance the brand's appeal.

•Influential celebrity participation, inc. actors and singers, brought onboard to strengthen Johnnie Walker Blue Label’s premium image.

Implementation: The campaign kicked off with a teaser phase on social media, followed by targeted digital ads and influencer collaborations to generate buzz. Exclusive content was released leading up to and during the event, including behind-the-scenes looks and highlights from the GQ MOTY awards.

Timeline: Preparations began two months in advance, with a phased rollout of content and experiences. The teaser phase started six weeks prior ramping up engagement with weekly content drops culminating in live coverage of the event and follow-up content showcasing key moments.

Scale: The campaign reached a national audience, social media efforts complemented by on-the-ground activations at the event, including a branded lounge for exclusive tastings in the red carpet area interactive displays to bring the brand's heritage and craftsmanship to life.

Result Highlights:

E-Commerce Victory: The campaign set a new benchmark in the whisky category on Tmall, attracting 392k livestream viewers (4810% vs. daily average) and achieving 110% of target sales. A total GMV of RMB 180,000 was generated (surpassing the target by 46%), securing Johnnie Walker’s position as the platform’s No.1 whisky brand for the first time.

Social Media Impact: 50+ pieces of owned content across WeChat, Red and Douyin smashed expectations, generating 100M impressions on online topics #KeepWalkingBeyondTime, #JohnnieWalker and #JohnnieWalkerBlueLabel .

Celebrity Endorsement: The Blue Label logo was featured in 101 A-List Celebrity red carpet photos.

Collaboration Success: 20+ Weibo hot topic hashtags were generated, resulting in 1 billion+ impressions and 20.4 million engagements. GQ Livestream content earned 3.8M impressions alone, including a captivating Johnnie Walker brand introduction and the launch of the Blue Label CYN limited edition.