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Ch 9 case study JW Lees

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Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

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Ch 9 case study JW Lees

  1. 1. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. Chapter 9 - Content Marketing Case Study Chapter 9: JW Lees Turning online traffic into offline footfall in JW Lees pubs Image: home page of jwlees.co.uk reproduced with kind permission of JW Lees Overview Establishedin1828, JW Leesnowmanages35 of itspubs,innsand hotelsanda further115 pubsand innsletthroughindependentlicenses.JWLeespridesitself onitsqualityalesandfoodatgreat value for money. To turn online traffic into offline footfall within the JW Lees pubs, JW Lees selected Venn as its chosen digital marketing agency. Together, they launched the ‘Beer Hop’ campaign. The Beer Hop promoted an offer to try three JW Lees beers for the price of two. This deal was fulfilled by a
  2. 2. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. downloadablevouchercode,providedatthe endof the BeerHop,that entitleduserstoathird off in one of four JW Lees pubs. The aims included the following: ● Promotion of JW Lees cask ales ● Encourage drinkers to try alternatives to their usual drink ● Bring an offline market online Implementation
  3. 3. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. Image: reproduced with kind permission of JW Lees The Beer Hop microsite - http://www.beerhop.co.uk/ - was designed around an interactive ‘fruit machine’,tohelpbeerloversdiscoverJWLees’alesandlearnaboutthe differenttastes on offer. To do this,userswere askedtoselectthe flavour and the colour of their perfect pint, after which they would be presented with three suggestions tailored to their taste.
  4. 4. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. Venn also designed promotional posters, drip mats and tap hooks to reinforce the campaign and entice ale loversonline to find the perfect pint and download their voucher. From the smartphone app to the coasters, Venn made sure users were immersed in the Beer Hop at every touch of their drinking experience. While beerwill alwaysbe onJW Lees’customers’ lips, the Beer Hop campaign was launched during national CaskAle Weektoensure it receivedmaximuminterestfromale loversonrelevantsites and social media. To reach the right people, Venn also ran Facebook advertising throughout the campaignand introducedadisplaycampaigntowardsthe end,togive traffictothe site a final boost. To bolsterthe BeerHop campaign,a social mediacompetitionwasalsolaunched,where people who included#weightinbeerinaTweetor Facebookpost,could win their weight in JW Lees’ beer. Venn tooka fullyintegratedapproachandsupportedthe social mediacompetition with an e-shot sent to everyone on JW Lees’ mailing list. Results It’s hard to argue with the results. This short, five-week campaign brought almost 10,000 unique visitors to the Great JW Lees Beer Hop site. More than 675 vouchers were downloaded over this period at a staggering conversion rate of 7%. Targeted outreach generated over 2,000 conversations with industry leaders on social media and secured placements on 10 high profile websites including the MEN, Cask Ale Week and Prolific North. Further Information The campaign won the Best Digital Marketing Campaign for Travel/Leisure in Prolific North’s 2016 Awards. http://www.jwlees.co.uk/ http://www.beerhop.co.uk/ Discussion Questions 1. What type of content formats were used within this campaign? 2. What digital marketing channels were most effective in amplifying the content? 3. What were the core KPIs? 4. How could this campaign have been amplified further?
  5. 5. Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License. Class Activities 1. Should you have been given the same objectives and client, how would you plan a similar campaign? Consider the following: ● Strategy ● Buyer persona ● Content ● Digital marketing channels ● Public relations approaches

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