Tapping the global drinker

The brief

Redesigning the Jameson Whiskey global website based on local consumer data.

We were asked by Jameson to revamp their global brand website to help propel them towards a top 10 iconic brand. To achieve this we needed a data gathering machine that would support local content across 40 markets as well as a consistent brand experience.

Two trips to Dublin, eight hours of presentations, a tour of their distillery, drinks with customers, drinks and dinner with teams, great music and more. To say the Jameson team knows how to run a brief is an understatement. And they’re a pretty fun bunch too.

The challange

Local content, global brand

We wanted to move their team away from thinking about a brand website as a one way marketing tool. To reframe it as a platform for connecting with and measuring customer activities across physical and digital channels wherever they are in the world.

This meant designing a data-centric system of components that could be assembled to work under any market condition or local brand strategy – from connectivity to content type.

Our approach

Start with purpose

We worked alongside different business units in both Dublin and London using fortnightly cycles. Each cycle focused in on a particular area of the business and started with the same question – “what’s the purpose of adding this content and why does the customer care?”

Catch, Connect, Convert

We created a framework to help guide our decisions for the design and content strategy.

  • Catch – Grab their attention.
  • Connect – Serve up what they expect to see.
  • Convert – Convince them to follow through on a specific action.

Then we tested everything in the US market (Jameson’s biggest) and the Kenyan market (one of the newest). Insights collected were continuously fed back into the process to help guide design iterations and when we landed on a system that works for both markets we rolled out those ideas further.

Elsewhen blew it out of the park. They really helped us keep focus on what would truly move the needle instead of what we "thought" would. We’re delighted with the results and the stats show our customers are too.

Michele Burton, Pernod Ricard Global Senior Brand Manager

The outcomes

Within 5 months Jameson had a mobile first content strategy, design system, website and shop rolled out across 40 markets in 16 languages.

  • + 48%New traffic
  • + 103%Pages visited per session