Executive Summary

This case study examines how Kitsters successfully partnered with Johnny Walker to enhance their new Blonde whisky launch across 6 Indian cities. By creating engaging DIY vinyl painting stations that aligned with the brand's retro-music vibe, Kitsters achieved 100% influencer participation, generating authentic content and significantly increasing online impressions.

Client Challenge

Johnny Walker sought to create a memorable launch experience for their new Blonde whisky that would:

1. Generate authentic social media content beyond standard promotional posts
2. Encourage voluntary influencer participation and sharing
3. Create a unique brand experience that aligned with their music and retro positioning
4. Drive meaningful engagement across multiple launch events in 6 Indian cities

The Kitsters Solution

Kitsters developed a comprehensive experiential marketing strategy centered around interactive DIY stations that would enhance the event while providing content-worthy moments:

Custom Vinyl Painting Experience

Kitsters designed and implemented vinyl record painting stations that:

1. Aligned perfectly with Johnny Walker Blonde's music-inspired, retro aesthetic
2. Provided a hands-on creative activity that influencers genuinely enjoyed
3. Created personalized take-home items that extended the brand experience
4. Offered highly visual, shareable moments for social media content

Multi-City Implementation

The Kitsters team successfully:

1. Deployed consistent experiences across all 6 Indian cities
2. Trained on-site staff to guide participants through the DIY process
3. Maintained quality control and brand consistency throughout all events
4. Adapted to various venue configurations while preserving the core experience

Results and Impact

The Kitsters-designed experience delivered exceptional results:

Influencer Engagement

1. Achieved 100% participation rate among invited influencers across all cities
2. Generated authentic, enthusiastic social sharing beyond contractual obligations
3. Created a genuine talking point that appeared in nearly all event coverage

Content Generation

1. Produced diverse, high-quality visual content showing active brand engagement
2. Extended content lifecycle as influencers shared both creation process and finished products
3. Resulted in more exclusive and varied content than standard product photography

Brand Perception

1. Reinforced Johnny Walker Blonde's connection to music culture and creativity
2. Positioned the brand as innovative and experiential
3. Created lasting memorabilia that continued brand exposure beyond the event

Online Impressions

1. Significantly increased social media impressions compared to projected targets
2. Expanded reach through organic sharing beyond the primary influencer audience
3. Generated continued conversation about the unique launch experience

Key Success Factors

Several elements contributed to the campaign's success:

Strategic Alignment

The vinyl painting activity perfectly complemented Johnny Walker Blonde's brand positioning around music and retro aesthetics, creating an authentic rather than forced activation.

Genuine Engagement

Rather than obligatory brand interactions, Kitsters created an activity influencers genuinely wanted to participate in, resulting in more authentic content and enthusiasm.

Content-First Design

The experience was specifically designed to be visually compelling and shareable, giving influencers natural opportunities for content creation.

Consistent Execution

The Kitsters team maintained high standards across all 6 cities, ensuring quality experiences regardless of location.

Client Testimonial

"The Kitsters-designed vinyl painting stations transformed our launch events from standard promotional gatherings into truly memorable experiences. Not only did we see 100% influencer participation, but the quality and authenticity of the content generated exceeded our expectations. The activity perfectly aligned with our brand positioning and created the exact atmosphere we wanted for introducing Johnny Walker Blonde to the Indian market."

Conclusion

This case study demonstrates how Kitsters' strategic approach to experiential marketing can transform standard launch events into engaging, content-generating experiences. By creating activities that influencers genuinely want to participate in, brands can achieve higher engagement rates and more authentic content sharing.

The Johnny Walker Blonde launch showcases the power of aligning DIY experiences with brand values to create memorable moments that translate into measurable marketing results. Kitsters' ability to successfully implement this strategy across multiple cities further demonstrates the scalability and consistency of their approach.