Beam Suntory: How Jim Beam Created "Refreshionals" to Drive Word of Mouth for its Summer Cocktail
As many brands have shifted their social approach (and social properties evolved their algorithms) to focus specifically on paid, awareness-driving activities, the opportunity to have real conversations with consumers is fading. In this session, Jim Beam will share how they leaned into Word of Mouth digital programming to drive buzz, conversation and engagement among fans to promote its summer cocktail, the #JimBeamHighball.
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