Market Entry:
Proper No. 12 needed to strengthen its position in the whiskey market by authentically connecting with young, bold, and adventurous drinkers in a way that drove both immediate sales and long-term brand affinity.
Consumer Insight:
MMA and Joe Rogan fans gravitate toward brands that reflect their fearless, no-nonsense attitude, making Proper No. 12 a match for their lifestyle.
Our Cohesive Approach:
Cultural Alignment:
Proper No. 12 aligned with MMA and Joe Rogan’s fearless culture, reinforcing its identity as the whiskey of choice for fight fans.
Innovative Strategy:
We strategically positioned Proper No. 12 within the world of MMA and The Joe Rogan Experience, leveraging their passionate audiences and shared values of resilience and authenticity to drive deep engagement and brand affinity.
Partnership Success:
Strategic Integration:
Through authentic live-read integrations on The Joe Rogan Experience and continuous visibility via Eternal MMA, supported by targeted Snapchat, BVOD, and Foxtel activations, we embedded Proper No. 12 into high-energy, social moments that resonated with our audience.
Delivered Impact:
The Proper No. 12 X Eternal MMA campaign drove a 20% brand-wide sales increase, delivering 3 million impressions and deep consumer engagement that fostered lasting brand loyalty.
Building Authentic Connections:
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.
