Proper No. 12 X Eternal MMA: A Knockout Partnership

At Awaken, we don’t just create campaigns – we build powerful partnerships that deliver extraordinary results. Our Proper No. 12 X Eternal MMA campaign was a testament to this, strategically tapping into two platforms that perfectly aligned with our target audience’s passions. Partnering with The Joe Rogan Experience and Eternal MMA allowed us to reach a highly engaged audience in a way that felt natural and authentic.

These partnerships drove remarkable results, with our MMA partnership contributing to an impressive 149% growth on the 1L SKU compared to the previous year (August 2023), while The Joe Rogan Experience itself contributed to a 20% increase in sales across the brand in August 2024. This wasn’t just a campaign; it was a partnership that resonated deeply with our audience, achieving results that exceeded expectations and amplified Proper No. 12’s presence in the whiskey market.

Background & Strategy

Our goal was to elevate Proper No. 12 as the whiskey of choice for young, bold, and adventurous drinkers. The key to success? Tapping into the passions of our core demographic – those who connect with the raw, resilient spirit of Conor McGregor and the gritty world of Mixed Martial Arts (MMA).

We recognised that Eternal MMA provided the perfect platform to engage this audience. It offered prime visibility on UFC Fight Pass, ESPN, and live events, ensuring Proper No. 12 was front and centre in a world that shared its fighting spirit. But we didn’t stop there. To expand our reach, we needed a platform that could amplify our message to an even larger audience – and that’s where The Joe Rogan Experience came in. Rogan’s podcast reaches millions of loyal listeners who resonate with McGregor’s authenticity, making it the ideal partner to drive genuine engagement.

We recognised that Eternal MMA provided the perfect platform to engage this audience. It offered prime visibility on UFC Fight Pass, ESPN, and live events, ensuring Proper No. 12 was front and centre in a world that shared its fighting spirit. But we didn’t stop there. To expand our reach, we needed a platform that could amplify our message to an even larger audience – and that’s where The Joe Rogan Experience came in. Rogan’s podcast reaches millions of loyal listeners who resonate with McGregor’s authenticity, making it the ideal partner to drive genuine engagement.

Execution:
Bringing Partnerships to Life

The Joe Rogan Experience became our powerhouse media vehicle, with four weeks of live-read integrations that introduced Proper No. 12 to millions of engaged listeners. This wasn’t a typical ad – it was a genuine conversation that felt personal, weaving Proper No. 12 seamlessly into the narrative Rogan is known for. The authenticity of this partnership allowed us to connect with listeners in a way that other media channels couldn’t.

Meanwhile, Eternal MMA provided continuous visibility, positioning Proper No. 12 at the heart of MMA’s biggest moments. We supported these partnerships with bursts of Snapchat activity, targeting audiences around highly anticipated UFC fight nights, and expanding our footprint with BVOD placements on Kayo and sponsorships on Foxtel’s ‘Smooth Move’ segments during UFC rounds. Each activation was carefully chosen to reach our audience where they were most engaged, building Proper No. 12’s association with high-energy, social moments.

Results: A Knockout Impact

The results speak for themselves. The Proper No. 12 X Eternal MMA campaign tapped into platforms that perfectly resonated with our target audience, delivering engagement levels beyond industry benchmarks. By strategically leveraging The Joe Rogan Experience, we reached millions of active listeners, driving authentic conversations around Proper No. 12 and contributing to a 20% increase in sales across the brand in August 2024.

In addition, our MMA partnership contributed to a 149% growth on the 1L SKU compared to the previous year. The campaign also delivered 3 million impressions, 83,000 views, and 1,700 engagements across our various channels, proving the power of our partnerships to deliver both immediate sales and long-term brand loyalty.

Through these partnerships, we didn’t just raise awareness – we created lasting connections. 88% of Rogan’s listeners were male, and 41% fell into the 25-34 age range, making it a perfect match for our core audience. These partnerships connected us deeply with whiskey drinkers who value authenticity and boldness, resulting in sustained growth for Proper No. 12.

Closing Statement

The Proper No. 12 X Eternal MMA campaign shows the strength of building partnerships that authentically resonate with your audience. By aligning with The Joe Rogan Experience and Eternal MMA, we didn’t just deliver a campaign – we delivered a powerful, ongoing relationship with our consumers. We tapped into the platforms they trust and the personalities they respect, creating engagement that drove both short-term results and long-term brand loyalty.

At Awaken, we believe that true success comes from partnerships that connect deeply with the audience – and this campaign is a shining example of that. Proper No. 12 is now not only a whiskey, but a brand tied to the bold, resilient spirit that defines both MMA and Joe Rogan’s following. By creating these genuine partnerships, we established Proper No. 12 as a brand that punches above its weight, proving that the right partnerships can deliver results that go far beyond awareness.