BLUE SCREEN OF DEATH
FOR
LET’s DRINK TO THAT
BUSINESS PROBLEM
Although BLÜ Vodka is one of the best known vodkas in the U.S,
the preference for the brand drops off dra...
INDUSTRY KNOWLEDGE
• On-premise is a key sales driver and is vital to brand recognition
• We can’t ship product across sta...
MARKET RESEARCH
• Regional Director of Sale for On-Premise sales for Southern
Wine & Spirits
• VP/Partner Sales and Market...
MIKE
40K
2
4
KENDRA
75K
30
AUDIENCE PERSONAS
BEHAVIORAL INSIGHT
College is the time when you celebrate with friends.
There was always something to celebrate.
People tend to go to bars and see their friends less frequently as
they get older.
Opportunity: Help people find the fun i...
Help people find the fun in all the moments in their new adult life
in the BLÜ community
OPPORTUNITY
Let’s Drink to that
Celebrate the best moments of your life and every moment in
between
STRATEGY
• Provide fun, branded, on-premise experiences to consumers
• Extend the fun times people associate with BLÜ from college,...
Let’s DRINK TO THAT APP
EXECUTION
• Photo/video booth
• Trivia + games
• Bar vs. Bar challenges
• Digital Cocktail Menu
Le...
DEMO
DEMO
MEDIA STRATEGY
PAID OWNED
EARNED
MEDIA PARTNERS
CHALLENGE
BUDGET: $1MM
MEDIA BUDGET: $665K
MEASURES OF SUCCESS
KPIS:
• Sales – Increase in overall sales of BLÜ Vodka
• Engagement – App Downloads, increased time sp...
THANK YOU
APPENDIX
MEDIA STRATEGY
Focus media around channels where our target demo is most
likely to engage
Heavier media allocation to our ...
PAID MEDIA STRATEGIES BY CHANNEL
High Impact Mobile and Display
Heavy focus on mobile and display to keep with overall gro...
PAID MEDIA STRATEGIES BY CHANNEL
Content/Native
Engage the target audience with
Homepage exclusives and integrate relevant...
PAID MEDIA STRATEGIES BY CHANNEL
Email
Engage with current and new customers through innovative email
marketing that will ...
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Blü Vodka — Let's Drink to That

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Blü Vodka — Let's Drink to That

  1. 1. BLUE SCREEN OF DEATH FOR LET’s DRINK TO THAT
  2. 2. BUSINESS PROBLEM Although BLÜ Vodka is one of the best known vodkas in the U.S, the preference for the brand drops off dramatically soon after people graduate from college. BLÜ Vodka is looking to strengthen the relationship with consumers as they move on from college into their professional careers.
  3. 3. INDUSTRY KNOWLEDGE • On-premise is a key sales driver and is vital to brand recognition • We can’t ship product across state lines
  4. 4. MARKET RESEARCH • Regional Director of Sale for On-Premise sales for Southern Wine & Spirits • VP/Partner Sales and Marketing for Woody Creek Distillers • First-hand experience managing media for Beam Suntory brands • Lindsey Prociw, Senior Brand Manager Reyka Vodka
  5. 5. MIKE 40K 2 4 KENDRA 75K 30 AUDIENCE PERSONAS
  6. 6. BEHAVIORAL INSIGHT College is the time when you celebrate with friends. There was always something to celebrate.
  7. 7. People tend to go to bars and see their friends less frequently as they get older. Opportunity: Help people find the fun in all the moments in their new adult life in the BLÜ community INSIGHT
  8. 8. Help people find the fun in all the moments in their new adult life in the BLÜ community OPPORTUNITY
  9. 9. Let’s Drink to that Celebrate the best moments of your life and every moment in between STRATEGY
  10. 10. • Provide fun, branded, on-premise experiences to consumers • Extend the fun times people associate with BLÜ from college, while elevating their experience in the “real world” • Give the maturing target more reasons to go out with their friends and continue to enjoy BLÜ STRATEGY
  11. 11. Let’s DRINK TO THAT APP EXECUTION • Photo/video booth • Trivia + games • Bar vs. Bar challenges • Digital Cocktail Menu Let’s DRINK TO THAT
  12. 12. DEMO
  13. 13. DEMO
  14. 14. MEDIA STRATEGY PAID OWNED EARNED
  15. 15. MEDIA PARTNERS CHALLENGE
  16. 16. BUDGET: $1MM
  17. 17. MEDIA BUDGET: $665K
  18. 18. MEASURES OF SUCCESS KPIS: • Sales – Increase in overall sales of BLÜ Vodka • Engagement – App Downloads, increased time spent and page depth on site within the app, increased social following • Shares – Photobooth shares, Trivia game shares, blogger post shares • Collecting Data – Increase consumer database
  19. 19. THANK YOU
  20. 20. APPENDIX
  21. 21. MEDIA STRATEGY Focus media around channels where our target demo is most likely to engage Heavier media allocation to our primary target Use partners to target by demographic, behavioral, and contextual to reach the unique audience with an interest in these product offering Examples to include: specific targeting around those interested in bars, clubs, drinking with friends and showing social intent around these behaviors Rationale: Targeting audience and appealing to those interested in bars, clubs, and drinking with friends Utilize a mix of digital media channels to effectively balance reach and onsite engagement
  22. 22. PAID MEDIA STRATEGIES BY CHANNEL High Impact Mobile and Display Heavy focus on mobile and display to keep with overall growing trend of mobile High impact units including: Swipable Cube targeting across devices Trivia unit Contextual and demo target to reach those looking for opportunities to go to clubs, bars, and drink with friends Intent targeting based on social signals Cross-device targeting to reach individuals across all devices Social Integrate relevant product messaging into platform where the consumer is highly engaged Generate organic engagement from shares and likes Custom HashTag targeting
  23. 23. PAID MEDIA STRATEGIES BY CHANNEL Content/Native Engage the target audience with Homepage exclusives and integrate relevant product messaging into platform where consumer is highly involved Generate organic engagement from shares and likes SEM Generate product awareness for non-branded search through specific keywords Capture consideration with consumers actively researching related products
  24. 24. PAID MEDIA STRATEGIES BY CHANNEL Email Engage with current and new customers through innovative email marketing that will integrate the brand experience Blogger Outreach Utilize well known bloggers in the alcohol community to elevate the brand and engage with new and current customers Video and YouTube Channel Use YouTube and video content to reach the target audiecne with highly impactful units
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