Celebrate the Green With Influencer Marketing!

Transcription

1 Celebrate the Green With Influencer Marketing!

2 WITH INFLUENCER MARKETING, YOU DON'T NEED LUCK St. Paddy s Day is for Spending Green Influencers Can Lead to the Pot of Gold 15% off rate card ON ST. PATRICK S DAY CAMPAIGNS! Best Practices for St. Paddy s Day Marketing Guidelines for Promoting Green Beer CONFIDENTIAL *For St. Patrick s Day specific initiatives running March. 1-17,

3 ST. PADDY S DAY IS FOR SPENDING GREEN 125M Americans Celebrate St. Patrick s Day 1 $4.4B will be spent for the holiday 1 49% 51% Of consumers don t plan to celebrate st. Patricks Day 1 Of consumers plan to celebrate st. Patricks Day 1 $35.40 the amount an average American will spend celebrating St. Patrick s Day 3 1) 2) 3) CONFIDENTIAL 3

4 WHAT IRISH GUYS ARE BUYING Planned St. Patrick's Day Spending BY CATEGORY Candy 17% Decorations 23% Apparel and Accessories 28% Food and Beverage 57% *Percent of American s celebrating St. Patrick s Day plan on buying items from this category St. Paddy s Day revelers are expected to spend an average of $35.40 each on green beer and food, costumes, decorations, and candy. 1) CONFIDENTIAL 4

5 ST. PADDY S SPENDING BY Planned St. Patrick's Day Spending BY AGE GROUP AGE GROUP The biggest spenders on St. Patrick s day are aged which directly correlates with the age group most active on social media. 1 Average amount spent $35.40 $33.90 $42.60 $40.20 $38.00 $32.10 $25.50 Adults Age CONFIDENTIAL 1) 2) 5

6 DON T MISS THE PARTY Word of Mouth Marketing and peer recommendations are more effective for retail brands than any other type of advertising. Research shows that consumers trust influencers almost as much as their friends 1 and should be leveraged at scale and with strategically controlled messaging. How Consumers Plan to Spend St. Patrick s Day (2016) Wear green 82% Attend a private party 21% Attend a party at a bar/ restaurant 29% Decorate home or office 23% Make a special dinner 31% 1) st-patricks-day CONFIDENTIAL 6

7 WHERE S THE GREEN GOING? Although the majority of St. Patrick s Day purchases are made in-store, nearly 80% of in store sales will be influenced by digital interactions 2, meaning a strong 21% digital presence can help generate some serious green. Furthermore, 28% of customers spend more at the store if digitally influenced. 3 30% Discount Stores 36% Grocery Stores Bars and Restaurants 1) 2) 3) CONFIDENTIAL 7

8 INFLUENCERS CAN LEAD TO THE POT OF GOLD Studies show that consumers trust influencers almost as much as their friends. 4 Team up with influencers to get your brand in on the fun while driving sales and awareness with creative St.Patrick s Day content. 92% 64% 40% of consumers trust recommendations from peers or trusted authorities more than all other forms of advertising 1 of users are more likely to buy a product after watching a video online 2 of consumers purchased an item online after seeing it used by an influencer on Instagram, Twitter, or YouTube 3 1) 2) 3) 4) CONFIDENTIAL 8

9 BEST PRACTICES FOR ST. PADDY S DAY MARKETING Leverage Influencers Influencers lend relevance and authenticity to brands. Use influencers to be a human example of your brand s Irish pride. Showcase UGC Celebrate with fans by reposting user-generated content on your owned social media channels. Include shout-outs to the original poster. Have a Party Throw an event hosted by influencers. The result is a lot of great shareable content from both the influencers and the attendees. Host a Sweepstakes St. Paddy s Day is all about luck. Have influencers promote your brand through a giveaway. 2 Offers shared by trusted advocates convert at 3x to 10x the rate of offers shared by brands. 3 Just make sure the prize is not alcohol-related. 1) 2) CONFIDENTIAL 3) 9

10 SOCIAL DRINKING BEHAVIORS ARE INFLUENCED BY SOCIAL CAMPAIGNS St. Patrick s Day is the 4 th Biggest Drinking Day in the U.S. 1, which means that the green beer and Irish whiskey are flowing. Social media and Influencer campaigns are a highly effective and efficient way to shift consumer brand preferences when it comes to alcohol. 30% $ x increase in likelihood to purchase for users who viewed alcohol promoted content on social media for every $1.00 of paid media earned by Influencer campaigns for alcoholic beverages. This is the highest earned media value of all categories increase in conversions when brands share content through influencers 4 1) 2) 3) 4) CONFIDENTIAL 10

11 WHEN IT COMES TO BOOZE SPEAKR Influencer Campaign Benchmarks ALCOHOL BRANDS IS YOUR BEST SHOT 2.5% 6.4% 2.6X* 0.1% 0.4% 4X* Speakr s past influencer campaigns for alcohol brands outperformed industry by as much as 10.8x.* 0.6% Industry standard 1 Speakr ** 6.6% 11X* ** Based on Speakr s historical campaign performance 1) * Rate at which Speakr outperforms industry standard CONFIDENTIAL 11

12 GUIDELINES FOR PROMOTING GREEN BEER WITH INFLUENCERS Here are general guidelines for responsible and compliant promotion Messaging should be aimed at adults aged Promotions should be placed only in media where at least 71.6% of the audiences is Promotions that involve direct interaction with a user should be age-gated 1 Content should not depict situations where alcohol is being consumed rapidly, excessively, involuntarily, as part of a drinking game, or as a result of a dare 1 UGC content shared on brand-owned channels must be monitored and moderated on a regular basis 1 Contests cannot offer alcohol as a prize 1 Content that is intended to be shared should state that it should not be forwarded to individuals under the age of 21 1 Although actors must still be a minimum of 25 years old, the 25-year-old provision no longer applies to generally recognizable athletes, entertainers and other celebrities who are of legal drinking age 1 1) 2) CONFIDENTIAL 12

13 MEETING ALCOHOL GUIDELINES BY PLATFORM FTC guidelines mandate that social promotions for alcohol brands should be placed only where at least 71.6% of the 1 audiences is ) alcoholreport.pdf 2) 3) CON FI D ENT I AL Ways to meet FTC guidelines Over 80% of users are over the age of 21. Additionally, demographic data can be used to select influencers with audiences that meet FTC age guidelines.2 Snapchat is a difficult platform for alcohol advertisers. 60% of Snapchat users are under the age of 21.3 Additionally, demographic information on influencers followers is not currently available. Over 71.6% of the audience is

14 CHEERS! CONFIDENTIAL