A brave new world of digital-led media 3.6

Transcription

1 A brave new world of digital-led media 3.6

2 Exec Summary As one of the UK s favourite shot brands, Sourz continually seeks new ways to stand out from the crowd and engage its core year old audience in a cluttered market. With a new through-the-line campaign for autumn 2013, we needed more than a straightforward TV campaign to encourage people to choose Sourz on their next night out. At the heart of our media strategy was a pioneering first-time spirits partnership with Vevo to elevate Sourz into cool brand status and break free from a traditional media plan to reach our drinkers when the rest of the world has gone to bed. The relevance and popularity of our content smashed our Vevo targets by +75%, delivering 45million impressions and 4.2m unique users three times the impacts of our TV plan.

3 Outlining our Challenge Launched in 1999, Sourz is one of the UK s Top Three shot brands (Source: AC Neilsen MAT), and an essential part of an year old s big night in or out. Sourz success is evident with a plethora of cheaper copycat brands entering the market - imitation is the greatest form of flattery! The Sourz marketing challenge is one of constant reinvention and recruitment as new consumers enter the category at legal drinking age and want to be different from their older siblings, constantly looking for the next big thing. Historically, the marketing strategy positioned Sourz as a long mixed-drink, to encourage consumers to stick with Sourz for longer than shots alone. However, as 86% of our drinkers consumed Sourz as a shot (Source: TGI), 2013 saw Sourz return to its shot roots and thus, the This is Our Shot campaign was born. With a new TV ad at its heart, it was designed to drive frequency and add the cool factor. The media challenge was to find ways to target this discreet and illusive audience. In their world, on their terms.

4 Our Objectives Our objectives were simple: Business Objectives: Grow Sourz share across the On and Off Trade within the highly competitive non-cream liqueur/shot category Increase penetration and frequency by becoming a brand that our drinkers were proud to drink Campaign Objectives: Establish Sourz as the shot brand to compliment fun nights with friends Create a genuine emotional connection between Sourz and shot drinkers to become a brand they are proud to order by name Provide relevant content that our drinkers and Facebook fans will want to share and talk about Media Objective: Create a compelling, all-encompassing media plan to reach our drinkers throughout their typical night, driving awareness, creating excitement and fuelling talkability

5 Our KPIs Campaign success would be measured against: Increased brand awareness Growth in volume and market share across the On and Off Trade Increased Sourz brand power and brand potential through brand health tracker Increased Sourz Facebook fans Independent audit of media buying efficiency vs targets

6 6% 14% 13% 13% 11% 11% 9% 8% 8% 16% 16% 14% 11% 11% 21% 19% 18% 15% 15% 14% 28% 25% 26% 25% Our Strategy Our target consumers are year old fun-loving, carefree guys and girls who live for great times and love experimenting with new things. Students or first-jobbers, they follow, rather than lead, trends. Various pieces of research build a clearer picture of what this age group are doing with unsurprising results they regularly drink at home before going clubbing (42% of 18-24s drink at home before going out to save money Mintel June 2013); they watch less TV than most, but when they do it is on their terms (61% of 18-24s do other things while watching TV - TGI); and social media is central to their lives (88% of 18-24s access Facebook at least once a month Emarketer). They are bombarded with promotional messaging more than ever before across all mediums. What we found most interesting was when they were doing these things they were watching TV, talking to mates on social media, listening to music late into the night. Media Consumption 11pm 2am Source: Adage

7 Sourz media strategy in a nutshell Get year old Shot drinkers to choose Sourz on their next night out by disproportionately standing out from the crowd across relevant media when the rest of the world has gone to bed

8 Announcing the first-ever spirits partnership with Vevo! Whilst TV and VOD quickly build reach, we also had to stand out from the crowd to engage with our drinkers. Music is a key passion for 18-24s (index 120 for Music is an important part of my life - TGI); and, like their consumption of TV, this age group control their own schedules, rather than being at the mercy of what stations play choosing their own music on Spotify (3.9 million adults use Spotify monthly) or Vevo (53% of adults use VEVO monthly); and they love to enter competitions (18-24s index 116 for entering competitions TGI). The solution was a bespoke partnership with Vevo (Vevo s first commercial partnership with a spirit brand) supplemented with display and audio advertising on Spotify plus TV and VOD, all of which communicated our new positioning This is Our Shot. This was a bold move for Maxxium UK as it was the first time one of our brands had led with digital, supported by TV.

9 What we did with Vevo The Vevo partnership allowed Sourz to tap into popular culture by creating weekly playlists featuring a mixture of the most current videos and music-related themes. Each playlist promoted the chance to win spot prizes and enter our BIG prize a gig every month for the whole of 2014! The campaign evolved and was refreshed based on weekly tracking measures such as pick up of music themes, competition entrants and reach of content all ensuring we delivered the objectives. Sourz branded playlists featured on the Vevo homepage, and when the playlist was clicked, the viewer was served the 30 Sourz TVC as a pre-roll, a mechanic also replicated on YouTube. All preroll activity was supported by digital advertising, driving consumers directly to the Sourz website and competition. The playlists were supported through social networks (Vevo, Sourz Facebook and Twitter) reaching a total audience of over 800,000 fans to continue to drive our message.

10 Spotify complemented Vevo perfectly Our music connection was boosted through Spotify, delivering audio and display ads to build awareness of the competition to a large unique audience. The Spotify activity was delivered post- 9pm to hit our drinkers after dark when they were at their most receptive.

11 Reach % Efficient use of TV to boost campaign reach We could not ignore TV whilst generally an inefficient channel for our core audience (18-24s index 96 against TV viewing TGI GB 2014 Q1), it remains the broadcast medium with the biggest reach. To be truly part of their night, we had to use TV efficiently with a tightly-targeted buying strategy most of our ratings were delivered post-10pm, supplemented with beacon spots in popular programmes for 18-24s (such as TOWIE) TV Cinema Radio Newspapers Magazines Source: TGI

12 Index Going beyond traditional TV with VOD Our target audience are much more likely to consume TV when they choose to Our plan reflected this with significant investment in VOD/catch up TV. Our consumers watch VOD late into the night, so coverage was concentrated to post-9pm and 100% of impressions were served to year olds to minimise wastage TV On Demand Viewing Watching VOD Source: IPA Touchpoints

13 Our Results Our Vevo partnership delivered three times the impressions of TV. The relevance and popularity of our content smashed our target by 75%, delivering 45m impressions and 4.2m unique users (against a target of 35m impressions and 2.4m unique users across 3 months), and 82% of ad views were to users between The pre-roll click through rate was almost double the industry average. This success was mirrored in competition entries, beating entry targets by 45% with 11,600 entries Sourz biggest competition to date. Finally, our content generated an 84% view through rate vs the industry average of 63%. We are delighted with the Sourz-Vevo partnership - there are great synergies between our brands. Our internal research showed 86% of respondents felt the content of the Sourz TVC fitted perfectly within the Vevo channel. Working collaboratively with the Sourz team, the plan we executed smashed targets and exceeded all our expectations, giving us something exciting to build on. Jessica Fairmiloe, Vevo Commercial Controller Spotify delivered ahead of expectation with 17.6m impressions (vs a target of 17.1m), 2m unique users and over 70,000 clicks (89% more than expected) at a click through rate of 0.39% (vs a benchmark of 0.22%).

14 TVRs TV Effectiveness On TV, Sourz was the no. 3 spirit brand post 10pm for the campaign duration despite spending significantly less than competitors Adult TVRs Delivered Post 10pm We delivered this plan efficiently at an extremely competitive cost per coverage: Cost Per Cover Southern Comfort Jack Daniels Sourz Baileys Russian Standard Source: BARB Russian Standard Famous Grouse Sourz Diaronno Chambord Jack Daniels Crabbies Stella Artois Tia Maria Kronenbourg Strongbow Smirnoff Red Lambrini Baileys Guinness Carling 7,456 8,193 8,389 8,455 8,951 9,121 9,134 9,312 9,509 10,158 10,621 10,890 10,901 11,658 11,799 11,883 Source: Ebiquity

15 Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Index Digital Impact There was a clear growth in Google searches for Sourz when the campaign started, peaking at our biggest ever volume and beating our previous peak in summer 2011 when the brand first appeared on TV: In addition the campaign significantly increased the number of mentions of Sourz on Social Media, leading to a spike in December: Search Interest: Sourz Source: Google Trends Twitter Mentions: Sourz September October November December Source: Topsy

16 This is Our Shot. Our recent brand health tracker indicates our awareness levels have improved by 5% year on year (source: Millward Brown), our Facebook fans have grown to 553,000 (+40,000 vs Summer 2013) and volumes have grown from +1% to +5% (June 13 MAT vs January 2014 MAT) The Sourz This is Our Shot media strategy was tightly targeted, allowing the brand to clearly communicate with the difficult year age group. Armed with deep consumer understanding, a brave move to lead with digital through a pioneering Vevo partnership was instrumental in driving brand reach and giving Sourz the cool factor in a way that a pure TV campaign could not. We gave it our best shot and successfully engaged with year olds in their world, on their terms, laying strong foundations for next year s plan.