Bartenders are the life force of every bar, and the effects of COVID-19 has seen them lose their livelihoods overnight, but as the world went into lockdown and bars everywhere closed their doors, Jameson was decisive in the need to take action to support its most powerful advocates. The brand asked THINKHOUSE to conceive a way of supporting the bar community who are very much part of the Jameson brand and culture.
THINKHOUSE worked with the Jameson Global team to establish Jameson Hosts, an online platform for bar staff - a place for the global bar community to connect, learn and support each other. Jameson empowered bar staff to create content for the platform themselves, at home, while on lockdown - and, crucially, it paid contributors for their work at a time when other forms of income had dried up.
Bar staff were asked to create content that would appeal to other members of the community, to help educate and inspire them while on lockdown. Jameson went truly global while sourcing their content creators with contributors coming from bars in Jakarta, Nashville, Sofia, Oslo, Riga, NYC, Athens, Stockholm, Dublin and more. The content subjects ranged from cocktail making, bar tricks, and business management to videos aimed at addressing positive mental health and wellbeing while on lockdown.
THINKHOUSE was involved in every aspect of the launch, from strategy to ideation, through to design, editing, and posting content. THINKHOUSE creatives also hosted a webinar for bar staff and Jameson Brand Ambassadors on best practice techniques for creating content at home.
Just five months from launch the page has grown a dedicated following of over 2,500 global bar staff from 44 different countries across every continent. But not it's not just the breadth of interest that has been impressive, it's a really prolific channel that shares a huge amount of content. We're nearing 200 individual posts and 60 IGTV posts; generating hundreds of thousands of organic impressions and tonnes of engagement.