The “Content Content Meisters” campaign revitalised Jägermeister’s brand image to resonate with a more Gen Z audience by overhauling its influencer marketing and content strategy. Instead of traditional KOL sponsorships, we recruited passionate young content creators to join Jägermeister’s team to produce authentic, relatable content directly via its official channels.

Campaign Summary

The thought process.

The Problem:

There has been an increasing disengagement from traditional influencer marketing, where audiences, especially Gen Zs, have grown desensitised of overly branded content. Jägermeister's digital growth stagnated as a result.

The Solution:

We redefined influencer marketing by recruiting content creators as “Content Meisters,” integrating them into the Jägermeister team to create content as true brand representatives, rather than sponsored material. This approach empowered creators to become authentic voices of the brand, making them part of brand’s identity rather than mere promoters.

Content was centred on achieving the following objectives:

Enhanced Engagement

Creators kept the brand connected by sharing real-time updates and fostering constant interactions with the audience.

Local Insight-Driven Content

Creators tailored content to reflect local cultural insights, ensuring relevance in the market they represented (Philippines, Vietnam, and Thailand)

Rebranding with Personality

We gave creators free reigns to revamp Jägermeister's image, injecting personality and spontaneity into our content.

Trend-Driven Entertainmen

We focused on producing entertaining, trendy content that kept Jägermeister engaging and aligned with current trends.

Content Showcase.

Results.

Increased UGC frequency and quality of content in participating markets accounting for 20k+ free potential reach and brand awareness.

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Successfully grew the Gen Z (LDA-25) audience to represent 50% of the total page following across participating markets in 2023.

Content Meister has since become a pillar in Jägermesiter’s content strategy and is expected to rollout in other markets shortly.