Unlocking new consumer audiences to capitalise on changing consumption habits
In 2017 KINC became Jägermeister’s music and culture agency, and in 2019 expanded to become their sole PR agency encompassing all consumer campaigns.
Audience
Primary 18-24 years, M/F
Communities include Music / Mixology / Fashion / Gaming
Brief
Our original brief in 2017 focused on media activation of Jägermeister’s music and culture work. In 2019, that role expanded to become their sole PR agency encompassing all consumer campaigns.
Outcome
KINC manages consumer-facing PR campaigns including trend launches, seasonal campaigns, strategic partnerships, activations and pop-ups, influencers, media partnerships, and new product launches.
Our media and influencer activation work for Jägerhaus won Most Effective Integration/Amplification at the 2019 Brand Experience Awards.
![7C1A9229 [Web]](https://www.kinc.com/wp-content/uploads/2019/11/7C1A9229-Web.jpeg)
Process
KINC works across a broad range of campaigns for Jägermeister, from grassroots music initiatives to large scale consumer launches. Our team provides an always-on press office function, plus strategic know-how in the areas of culture, media, and amplification. We’re currently developing a best-practice influencer network of brand champions.
This year we have a key focus on a new signature cocktail serve – the Jägermeister Mule, launching in 800 bars across the UK. Our 360 PR strategy incorporates a range of creative executions, including YouTuber partnerships, an influencer strand, media house pop-ups, and a guided media bar crawl.