We created a Socialmedia Activation, at the image of the campaign and brand, allowing for people to submit their messages of hope, as well as view a repository of messages that were turned into art pieces alongside the online movie. The Activation aggregated the #KeepWalkingLebanon statements of hope from Instagram and Twitter messages. The selected messages were transformed into art pieces and we notified the authors online in real time over a full month. The pieces were formatted for users to proudly use them as branding on the various social channels further exposing the statements of hope to larger audiences.

38,400,000 impressions

306,022 Total Video Views

$766,000 in earned media

Over 2,500 user messages of hope. Hundreds transformed into campaign visuals used across media.

On January 1st, Lebanon’s main TV talk show dedicated an entire episode to the brand, with its content articulated around 5 campaign visuals.

4 publications dedicated their editorials to hope.

In a saturated market (source AC Nielsen):

JW market share (Nov/Dec 2014), from leader position, grew by 19.99% vs. last year’s 2,2% growth, +6.54 ppts ahead of category

Black label: value share grew 31%, 10ppt faster than category

Red label volume share grew by 4%

A nation’s biggest failure is when it forgets what it’s capable of. In 2014, a dark cloud loomed over Lebanon once more. Media outlets competed to paint a dark vision of the future, and the people followed suit. The Lebanese were forgetting what they’re truly capable of, and we made it our mission to remind them. We didn’t simply want to reassert the iconic Johnnie Walker Whisky as a produce of choice, we needed the Lebanese to Keep Walking again as they’ve always done. We had set up a social media activation supported by cross platforms real time conversations, allowing for crowed sourced messages of hope and belief in the country through the usage of our #keepwalkinglebanon. We then took the content and the conversation to another level by transforming the strongest statements into art pieces and rewarding the authors in real time.