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How Absolut found value in Programmatic, WTF Programmatic, December 2016

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Luis Spencer Freitas presentation at WTF Programmatic, December 2016

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How Absolut found value in Programmatic, WTF Programmatic, December 2016

  1. 1. Absolut Oak HOW ABSOLUT FOUND VALUE IN PROGRAMMATIC WTF Programmatic December 2016
  2. 2. An international Group staff members18,523 of Profit from Recurring Operations realized outside of France* 92% 6 BRAND COMPANIES 80 MARKET COMPANIES 101 PRODUCTION SITES * FY 2013/14 2 3 REGIONS
  3. 3. A well-defined segmentation: The house of brands The Pernod Ricard House of Brands global icons strategic Premium spirits brands7 strategic Prestige spirits and champagne brands5 Priority Premium wine brands5 2 3 18 key local brands TOP 14
  4. 4. Inspire Share Wins Learn Challenge Our goals for today 4
  5. 5. 5
  6. 6. Create seamless, personal experiences connecting consumers through to conversion and advocacy 6 CATCH CONNECT CONVINCE CONTINUE Individual Moments thatmatter Catch people’s attention & invite them to experience our brands Allow them to become “known” by the brand and create a dialogue Search Content Channels Commerce Data / Programmatic
  7. 7. OAK by ABSOLUT Incubation Launch
  8. 8. The Challenge The vodka category has become hypercompetitive in recent years 8
  9. 9. While brown spirits continues to rise in popularity 9 Changing Tastes After years of outpacing the industry, growth in U.S. vodka sales is slowing whiskey taker over. Volume growth in total U.S. spirits, vodka and whiskey, change from previous year 6% 4 2 0 -2 2007 2008 2009 2010 201 2012 2013 Whiskey Total spirits Vodka
  10. 10. How Do We Break Through the Clutter? 10
  11. 11. Introducing 11 Vodka rested on oak for a bold taste and slightly smoky finish
  12. 12. Because we are the credible innovator 12 VIDEO
  13. 13. We built an innovative strategy to drive results 13 STRATEGY // OAK BY ABSOLUT ABSOLUT | 4ABSOLUT GOES DARK // USER FLOW VIDEO PRE-ROLL (36-42 TBC) RTB CTA’s LINK OUT DESTINATION QUANTITY WHAT IS OAK? VERSION 1 “We Don’t Age” VERSION 2 “Smooth & Bold” WHAT DOES OAK TASTE LIKE? VERSION 1 “Lights Out” VERSION 2 / “Oak is the DJ” HOW DO I DRINK OAK? VERSION 1 “Rocks” VERSION 2 “Ginger/Mule” WHERE TO BUY DELIVER NOW LEARN MORE Store Locator Minibar Drizly (a) Product Page (b) Recipe Page 6 6 12 ORDER NOW (a) Reserve Bar (b) Casker's (TBD) 6 - 12 A / B TESTING A / B TESTING Sequential Messaging Sequential Messaging CATCH CONNECT CONVINCE
  14. 14. INSPIRATION & DISCOVERY RETARGETING PURCHASE ARRIVAL & USAGE Brian’s at work on a Friday, counting down the hours until he’s free to have drinks with his friends. While taking a break and skimming through scores on ESPN, he is served an ad from Absolut showcasing videos that introduces a brand new Vodka product and answers his question, “ what is Oak by Absolut” and “what does it taste like”? Intrigued by this brown vodka, he clicks on the “Discover Now” CTA button and finds himself on Absolut’s website. Where he sees the “Buy Oak Now” button. Emotion: Intrigued, skeptical Feeling skeptical at purchasing a bottle online, Brain decides to wait and stop by his local liquor store on his way home. The day’s finally winding down and Brian is skimming through his Facebook newsfeed on his mobile device. Scrolling through the newsfeed he sees an ad for Oak by Absolut, featuring multiple images of the bottle and a cocktail that resembles a whisky ginger. Encouraged, he decides to click on the ad and once again be driven to an opportunity to purchase on an e-commerce platform. Emotion: Re-engaged and curious • Once on the Minibar product page, he notices that Absolut and Minibar offer free delayed Shipping. • He decides the convenience outweighs his previous hesitations and selects two 1L bottles, then checks out. The bottles of Absolut are conveniently delivered to his apartment, at the desired time, saving Brian a trip to the liquor store so he can focus on preparing for his party. Emotion: Thankful and excited Not only did we find the right consumers, we engaged them at every point in their journey 14 Meet Brian: A 26-year old Denver young professional looking to throw an impromptu party at his apartment
  15. 15. Across all channels, for a digitally powered test, learn, optimize and repeat solution 15 CONTENT AB tested video content to identify top performer and drive for efficient video engagement. Tested multiple CTA creative to identify purchase triggers and e-commerce trends. DATA/ PROGRAMMATIC Gained reach across a vast array of sites by layering in strategic target segments via Programmatic buying to drive efficient results at scale. SEARCH Leveraged search trends to identify strategic keyword targets, capturing both undecided users and relevant demand, allowing us to own share of voice and drive users straight to purchase. COMMERCE Moved consumers from interactive content to off- premise trial, providing a path to purchase via Reserve Bar and Minibar.
  16. 16. We surpassed expectations and built a strong foundation for growth 16 REACH Delivered 11% more Reach than initial ComScore projections IMPRESSIONS Delivered 4.5% more Impressions through constant optimizations VIDEO COMPLETIONS Surpassed video completion benchmarks with over 2000% more Video Completes
  17. 17. CONVERSION • Video completion rates where significantly higher on mobile devices than on desktop. AWARENESS 1. Rich Media played a strong role, telling the Oak story in a visually impactful way, with users spending an average of 19 seconds with the desktop unit. As well, it’s important that creative fits within the given platform as we were able to boost tablet engagement rate from 1.33% in Incubation to 68.58% after reformatting. 2. Mobile remained a strong source of search traffic and engagement with consumers engaging with Oak ads at a 15% higher rate than other devices. CONNECTION • Oak messaging drove conversions of other Absolut offerings. CONTINUE • Retargeting serves to efficiently push users down the purchase funnel What We Learned:
  18. 18. In Conclusion
  19. 19. 19 Test/Learn/Optimize approach. Content is king But not just any content – don’t chase it just for the sake of it Understand the journey, don’t force it

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