Johnnie Walker - The Man Who Documentary (Inside Ideas)

I collaborated with Inside Ideas and the Johnnie Walker team on a global content strategy to amplify awareness of Something Originals’ partnership with Partizan Films on The Man Who Walked Around the World, a documentary by Anthony Wonke exploring Johnnie Walker’s historical influence.

Our goal was to spark conversation through culturally responsive social media activity, beginning with a teaser trailer designed to generate buzz. In December of that year, the campaign shifted focus to sustaining awareness around the film’s additional release on Amazon Prime. Beyond key campaign milestones, we partnered with Something Originals to develop interactive Instagram Story quizzes, keeping audiences engaged and maintaining momentum on owned channels.

I developed and implemented a channel strategy, recommended cut-downs, shaped asset formats, and defined the optimal tone of voice (TOV) for channel activity. Additionally, I crafted an initial paid recommendation to enhance awareness, drive clicks, and spark talkability.

To maximise reach, the content strategy was reinforced with paid media through PHD, targeting 18–35-year-old video and entertainment streamers across Facebook, Instagram, and Twitter.

The campaign achieved over 7 million impressions on Facebook and Instagram and generated more than 2 million impressions on Twitter from an 8—million—strong audience, optimising engagement and driving awareness of the film.