Having successfully managed Jägermeister's UK-based Feierstarters programme for four years, we were tasked with expanding it globally, taking our learnings from a 52-strong student ambassador team and rolling it out across more than 14 markets, including regions as diverse as Australia, Kenya, South Korea, and Brazil.

In the UK, Feierstarters were at the forefront of driving engagement and brand loyalty through peer-to-peer environments, from house parties and pre-drinks to society socials. Their activities included content creation, both on- and off-trade sampling, and activating branded events like the infamous Jägermeister house parties and the 'Ice Cold Trims' van. Additionally, Feierstarters supported the brand team by providing Gen Z insights, staffing festivals and events, assisting with sales tasks, and serving as interns at Jägermeister HQ during the summer months.

Gen Z’s skepticism towards traditional marketing presents a challenge for brands seeking to engage with them authentically. Through the Feierstarters programme, Jägermeister was able to penetrate private, peer-driven environments—such as house parties and pre-drinks—that are often difficult for brands to access. By empowering student ambassadors to distribute ice-cold Jägermeister shots and create user-generated content (UGC), we were able to drive both positive brand perception and brand awareness in these intimate settings.

On a global scale, the strategy focused on consistency across markets, creating one cohesive programme while allowing flexibility to adapt to local cultural nuances. This approach ensured Feierstarters could execute the programme effectively in diverse regions, maintaining the core spirit of the brand while catering to specific market needs.

To maintain consistency across global markets, we preserved the name ‘Feierstarters,’ which translates to ‘Party Starters,’ paying homage to the programme’s German heritage. We developed a comprehensive suite of assets, including a lockup design, that could be easily adapted for use in different regions. Additionally, we created a global toolkit that served as a blueprint for local markets to implement the programme, along with ongoing support to guide newly onboarded regions.

A key component of the programme was the creation of a global Feierstarters website, designed to recruit new student ambassadors. We also introduced a KPI tracking tool to monitor the Feierstarters’ activities and performance on a worldwide scale.

Each year, we organised a global Feierstarters conference to bring markets together, share insights, and discuss best practices for the programme. To incentivise top-performing Feierstarters, we also organised an exclusive trip to celebrate their achievements.

Our hands-on approach continued in the UK and Australia, where we directly managed all on-the-ground activity. In the UK, we ran the popular ‘Secret Haus Parties’ event series, where Jägermeister took over student houses for exclusive pop-up events. We also toured on-trade venues and student driveways with the ‘Ice Cold Trims’ van, offering free haircuts, tooth gems, and, of course, ice-cold Jägermeister shots. In Australia, we managed a team of 10 Feierstarters across key cities such as Sydney and Melbourne, maintaining the same high-energy and brand-focused approach.

The programme has seen significant global success, onboarding 14 markets worldwide. To date, over 350K+ Jägermeister shots have been distributed through the Feierstarters programme, by over 140+ ambassadors solidifying its impact on student culture and driving brand engagement on a global scale. The Feierstarters programme continues to expand, making waves in new markets while maintaining its reputation as a vibrant and culturally relevant ambassador network for Jägermeister.