One of Canada’s best-selling whisky brands, J.P. Wiser’s, wanted to inspire Canadians nationwide to put the same time and care into their friendships as they put into their whisky.
To do so, the brand established a team of agency partners from different disciplines at the onset of campaign planning, including the thread woven through the campaign planning process, their testing and optimization platform Methodify. The agency team devised the idea to produce the first completely user-generated campaign for J.P. Wiser’s, offering consumers the opportunity to publicly toast their friends on billboards, radio, and social media.
Not knowing what kind of toasts they would receive and what channels to best communicate this in, they engaged Methodify to help design and refine one of the most hyper-personalized campaigns ever launched in the alcohol industry, Hold it High. By using Methodify to bring the consumers’ voice in more often throughout development, the campaign was ultimately designed “for consumers, by consumers”.