CLIENT: KNOB CREEK BOURBON
AGENCY: WE ARE MULTIPLY
Big, full flavor. That’s what Knob Creek Bourbon is all about. As a pre-prohibition style, 100-proof bourbon, Knob Creek has long prided itself on the painstaking process that goes into making full-flavored whiskey. We developed bold campaigns to highlight this, from engaging partnerships with on-brand, valiant chefs to distillery trips with the legendary Fred Noe, great-grandson of Jim Beam. Through each activation and initiative, we demonstrated the time and effort that goes into making every bottle of Knob Creek Bourbon, focusing on our audience’s passion points along the way. Raise your glass and enjoy the ride.
COME AS A FRIEND, LEAVE AS FAMILY
When you combine the great outdoors, Celebrity Chef Michael Symon, a tried & true bourbon distillery and full-flavored fare, the result is nothing short of epic. Introducing the Knob Creek Campout. We took this annual tradition to the next level from a PR perspective via strategic media outreach, a compelling partnership with several touch points throughout the activation, content amplification and more. We secured an exclusive with Forbes to tell the story of the Knob Creek Campout and its first-ever Airbnb partnership in 2015. We coordinated and executed a tactical press trip from start to finish resulting in hundreds of thousands of impressions across the earned media landscape. In turn, we reiterated Knob Creek’s full-hearted commitment to the journey and the importance of honing in on life’s bold moments, both big and small.
Forbes // Courier-Journal // Louisville Magazine + more
25TH ANNIVERSARY
To honor 25 years of Knob Creek Bourbon, we brought 7th Generation Beam family distiller Fred Noe to New York City for one-on-one experiences with media to speak to the past, present and future of the brand. Each meeting kicked off with a personalized tasting of the Knob Creek portfolio, including limited time offering Knob Creek 25th Anniversary Bourbon, alongside the legend who hand-selected each barrel himself. Media were able to experience unique facetime with Fred that further established their relationship with the brand and Beam legacy. In addition, we coordinated and deployed premium mailers to tastemakers, VIPs, media and influencers signifying the 25th anniversary milestone, paired with a strategic outreach plan and social media campaign. This resulted in significant buzz from an earned perspective and a successful limited edition product launch that celebrated the staying power of hard-earned flavor.
MarketWatch // Chicago Tribune // The Spirits Business // The Manual // Robb Report // Golf Digest // MAXIM + more
POWER INFLUENCERS
In an effort to further establish Knob Creek’s social media presence and build/grow a network of ambassadors in target markets across the country, we curated and launched an influencer program via paid and organic partnerships. Focusing on various interests ranging from photography to travel, we pinpointed on-brand micro-influencers that would represent Knob Creek’s mission and tasked them to generate engaging content for their channels which were also utilized within Knob Creek’s social media strategy, on the website and within marketing materials. Each influencer would also host a Knob Creek event in their city, inviting their friends, family and social networks. The program successfully introduced the brand to new fans in each target market via authentic, engaging partnership content and drove home Knob Creek’s philosophy: from incorporating bourbon into a bold culinary recipe to bringing it along for a camping adventure overseas, Knob Creek is a key ingredient within all of life’s special moments and allows us to experience them wholeheartedly.
