To truly reach the target market (18-35 year old males) on social media, we needed to become them.
So for Jägermeister, we created five archetypal characters who epitomised the characteristics of stereotypical males.
From the gym-obsessed Stag, party-animal Night Owl, to everybody’s best mate The Wingman, we explored the nuances of their personalities and let the audience do the rest through clever targeting and posts that encouraged engagement.
This campaign won us the Best Media Campaign 2015 at the B&T Awards.
We even sent them to Europe for a summer vacay…
…and the audience absolutely loved it.
