Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Purple Team "Tequila Mockingbird" Brand Hack Presentation - DAIC, 8/25/15

765 views

Published on

The Purple Team (a.k.a. "Tequila Mockingbird")'s brand hack presentation for tequila from Digiday Agency Innovation Camp - August 25, 2015.

Published in: Marketing
  • Be the first to comment

Purple Team "Tequila Mockingbird" Brand Hack Presentation - DAIC, 8/25/15

  1. 1. PURPLE TEQUILA
  2. 2. PURPLE TEQUILA ULTRA PREMIUM HAND-CRAFTED AGED 10 YEARS ON PREMISE
  3. 3. AUDIENCE MILLENNIAL HENRY’S CHANGING CONSUMPTION HABITS LACK OF EDUCATION
  4. 4. THEN NOW CHANGING CONSUMPTION HABITS
  5. 5. EXPERIENCES > THINGS
  6. 6. STRATEGY
  7. 7. WE TOOK OUR TIME SO YOU COULD ENJOY YOURS
  8. 8. #MYGOODTIME
  9. 9. NEW YORK SAN FRANCISCO HUB OF CONSCIOUS CONSUMERS WHO WANT TO WORK & PLAY FOODIES & THRILL SEEKERS LOOKING TO EXPLORE THE CITY
  10. 10. THE BIG QUIET
  11. 11. CYCLONES BIKE CLUB
  12. 12. FILM NIGHT IN THE PARK
  13. 13. LEVERAGE KEY INFLUENCERS & TASTE MAKERS PRE-LAUNCH PROMOTE SOCIAL ENGAGEMENT PARTNER WITH LOCAL PUBLICATIONS PAID SOCIAL TO ELEVATE CONTENT
  14. 14. DEPLOY SOCIAL & CONTENT CAMPAIGNS TO SUSTAIN MOMENTUM POST-LAUNCH INVITE CONSUMERS TO POST PHOTOS WITH #MYGOODTIME (# THEIR CITY) 3 MONTH PAID DISPLAY & SOCIAL CAMPAIGN
  15. 15. Investment Breakout Content 20% Experiential 20% Social 40% Mobile 20% AMPLIFY BRAND EXPERIENCES WITH SOCIAL, MOBILE AND NATIVE DISTRIBUTION PARTNERS
  16. 16. MEDIA ROLLOUT
  17. 17. DID WE SUCCEED? OBJECTIVE INCREASE AWARENESS INCREASE DEMAND AT RETAIL TOOL METRICS Millward Brown Placed Evaluate how campaign changed consumer attitudes & brand perceptions Attribute ad exposure to online revenue INCREASE SALES INCREASE SOCIAL ENGAGEMENT
  18. 18. CHEERS!

×