Johnnie Walker x Dua Lipa’s Studio 2054 Livestream (Inside Idea…

Johnnie Walker was the official spirits sponsor of Dua Lipa’s global Studio 2054 livestream event—a groundbreaking hybrid of theatre performance and live music designed to challenge the restrictions placed on concerts in 2020. Integration & Creative Execution - The event featuring Kylie Minogue, Elton John, and FKA Twigs seamlessly incorporated Johnnie Walker branding within the set and performance, including a branded DJ booth and bar. Working alongside Dua Lipa’s team, Smarts PR, and AnalogFolk, we developed a bank of assets and communications to drive awareness and engagement. This included a series of Johnnie Walker Highball cocktail recipes (Peach, Lemon, and Ginger), designed for audiences to enjoy during the event. All assets and post copy were translated for the German and Spanish markets. My Role - Social media content planning, strategy & copywriting - Art direction & conceptual direction of Instagram and Story creative, with key elements signed-off and celebrated by Dua Lipa directly - Pre-event planning and measurement (pre, post, and during the event) - Monitoring real-time audience communication to generate insights and learnings for the community management team Results – Organic Engagement - Achieved 2-4% organic engagement rates across social channels Paid Amplification Collaborated with PHD to support organic content with targeted paid activity reaching: - 8 million UK music streamers on Twitter, generating 2 million impressions -16 million users across the UK, Germany, and Spain, producing nearly 20 million impressions - Instagram Stories dark-posted to 16 million users, delivering over 20 million impressions Due to contractual agreements, all Johnnie Walker assets expired from brand channels in December 2020.