World Whiskey Brands: YouTube Utilization/Optimization Critique

Sub title-Johnnie Walker Vs. Jim Beam

Author-Akshay Vaswani

Evaluation Criteria	Johnnie Walker	Jim Beam
Frequency of posts	The most recent post by Johnnie Walker is 6 months ago during the winter holiday season. Previous to that the postings were on average one month apart.	The most recent post by Jim Beam was 5 months ago during the winter holiday season. Previous to that the postings were on average a month to month and a half apart.
Type of footage	How to mix drink videos. Company history videos. Fan footage.	How to mix drink videos. Company history videos. Fan footage.
Description area	Contains a link to their website as well as Twitter, Facebook, and Instagram.	Contains a link to their website as well as Twitter. Facebook, and Instagram
Successful Recent Videos
Why they were successful?	The video produced by Johnnie walker shows that a true man drinks Johnny Walker Blue Label. You get the feel of the thrill of driving fast and the sophistication that comes with consuming their beverage. Likes-237 Views- 5,144,837 Comments-23	The video produced by Jim Beam truly depicts the companies relation with their brand ambassador Mila Kunis. Mila Kunis is an amazing choice to target their specific demographic, men. In the video she is sipping bourbon and tasting it using the “kentucky chew” Likes-61 Views-383 259 Comments-35
Quantifiable data	Number of videos-120 Number of views-37 473 478 Number of subscribers-27 814 Number of links to social sites-5	Number of videos-87 Number of views-2 359 393 Number of subscribers-2718 Number of links to social sites-6
Pictures
Caption	Sheer class and sophistication. Sailing with the Johnny Walker.	Real men drink Bourbon.
Alt Text	Johnnie Walker Logo	Jim Beam Bourbon
Keyword Sentences	Johnny Walker Scotch Blue Label Blended whiskey Rarest whiskey	Jim Beam Logo Bourbon Best tasting bourbon