DRUM was appointed as Jura’s global social media agency of record in January 2019. DRUM was tasked with bringing the island of Jura to life as well as its people and its whisky to engage a new generation of whisky drinkers and cut through in an extremely busy market place.
To gain a deep feel for what makes Jura whisky so special and unique, DRUM spent a week on the island meeting and interviewing the Diurach people discussing their way of life, the history and heritage of the island as well as their relationship to the distillery.
The resulting strategy – ‘the place makes the people makes the whisky’ – was the starting point for DRUM’s social approach. We created three main pillars of work that bring Jura’s slightly sideways perspective on the world to life, show what makes the island and its inhabitants so unique, and also tap into deep product stories and cultural moments.
The strategy also celebrates the unique island distillery and its craft as a point of differentiation from other whisky brands across the globe.
Since starting work with Jura in January DRUM has delivered an 11% uplift in brand awareness and generated an organic reach of over 1 million.
Associate Creative Director