PAKCon 2020: From Buzzword to Best Nights: Jägermeister's approach of purpose in marketing

TL;DR

Jägermeister's innovative marketing strategies during the pandemic focused on supporting the nightlife community through digital initiatives.

Transcript

so hi everyone we are live here and my name is andres tavia head of marketing at craig a and today i'm gonna be your host um with me today here is uh wolfgang from jagermeister after 11 years working for drag threadbolt as a senior brand and marketing manager wolfgang motor joined in 2011 mass jigameistas global cfo and today he's going to talk to ... Read More

Key Insights

• 🏛️ Jägermeister implemented digital initiatives like micro-funding, Meister classes, and Meister drop-ins to support the nightlife community during the pandemic.
• 🖐️ Purpose marketing played a crucial role in Jägermeister's branding strategy, connecting with consumers on a deeper level.
• 🧑‍🎨 The success of Jägermeister's "Save Tonight" campaign highlighted the brand's commitment to supporting artists and the nightlife community.
• ❓ Jägermeister's approach to marketing focused on authenticity and aligning with social and political issues that the brand truly supports.
• 💗 For young startups in the nightlife industry, Jägermeister suggests contacting Amventure for support and guidance in growing their businesses.
• 🪜 Jägermeister's emphasis on adding value and benefiting the environment in which startups operate reflects the brand's commitment to supporting community well-being.
• 🫒 It's important for brands to live out their messaging authentically, following the "be do say" approach, as demonstrated by Jägermeister's stance on various social and political issues.

Questions & Answers

Q: How did Jägermeister adapt its marketing strategies during the pandemic?

Jägermeister focused on digital initiatives like micro-funding for artists, Meister classes, and Meister drop-ins to support the nightlife community.

Q: What is the key takeaway of Jägermeister's purpose marketing approach?

Jägermeister emphasizes the importance of building a brand that resonates with consumers and contributes to a larger purpose beyond just selling a product.

Q: How did Jägermeister engage with its target audience during the pandemic?

Jägermeister launched the "Save Tonight" campaign, offering digital entertainment, micro-funding for artists, and limited edition bottle sales to support the nightlife community.

Q: What are Jägermeister's future plans and trends in the nightlife industry?

Jägermeister is focusing on the future of nightlife, mindful drinking, hybrid on and off experiences, and new formats of experiences to stay relevant in the changing landscape.

Summary & Key Takeaways

• Wolfgang from Jägermeister discusses the brand's marketing strategies and initiatives to support the nightlife community during the pandemic.

• Jägermeister's focus on purpose marketing and connecting with its target audience through digital campaigns.

• The success of Jägermeister's "Save Tonight" campaign and its impact on artists and the nightlife community.