Hello. We’re #HASHTAG
Let’s talk about Vodka, shall we?
2
We’re in a race to validate a vodka.
WHERE WE STARTED
3
A vodka, that people think they
don’t want anymore.
4
After all, they’re out of college
now.
It’s time to “level up”, show
their friends they’re
sophisticated.
Richer. Better...
5
“May I get you a Belvedere /
Kettle One / Grey Goose and
hand-crafted soda my dear?”
IT’S TIME TO DITCH THE WELL-VODKA A...
6
Or is it?
7
Our target demographic feels pressured to
level up. Embarrassed if they don’t buy into the
hype.
But in reality, they’re...
We need to
and we need an
to push against
STAND FOR SOMETHING
9
3 somewhat insightful insights about vodka
THIS IS BIG VODKA ADVERTISING
1No
THEY’RE FIGHTING FOR SHARE IN
DA CLUB* & BIG EVENTS
2No.
* © Curtis Jackson, 2003
THERE’S A STIGMA ATTACHED
TO BUYING CHEAP VODKA
3No.
THE BIG IDEA
14
THE PEOPLE’S VODKA
We are honest vodka.
The anthesis of the elitist and trashy vodkas of
the world.
We’re going to use ...
15
THE LETTER
phase 1
16
THE LETTER
Announce our brand belief
by paying off annoying
celebs to not drink our
vodka.
Anti-sponsorship deals
annou...
17
THE MEDIA PLAN
“The letter” is a pure PR
play.
But once it is out, we’ll work
to amplify it through high
reach social m...
18
INTERACTIVE EXPERIENCE
phase 2
19
CREATE & SHARE
A lightweight interactive site
where fans can personalize
their own vodka starting with
a socially shara...
20
THE only
$49,863 left to
pay off my
student debt
VODKA
21
THE I can’t
believe she said
yes VODKA
22
THE here’s my
generous
contribution to
your barbecue
VODKA
23
THE surprise! my
mother is coming
to live with us
VODKA
24
THE I found a
gray hair and I’m
only 24…FML
VODKA
25
THE I finally got
that sex change I
always wanted
VODKA
26
THE do tears
count as a mixer?
VODKA
27
THE
#becausevodka
VODKA
28
THE hey Facebook
just reminded me
it’s your birthday
so I felt obliged to
buy you this vodka
VODKA
29
THE no seriously
I’m really happy
you bought a
house before me
VODKA
30
THE sorry i’m
gifting you vodka
for valentine’s day
VODKA
31
THE for no
particular reason
VODKA
32
THE when will he stop
reading these stupid
examples & just get
on with the
presentation VODKA
33
CREATE & SHARE
Fans who want a richer
experience can collaborate
with our mixologist and
graphic artist to create a
one...
here’s my
34
The printable label The poster / social share The custom artifact
Surprise!
my mother is coming to
live with ...
THE MEDIA PLAN
THE MEDIA PLAN
We’ll start the experience
through integrating rich
media units across mobile
and desktop.
GET TRAFFIC TO T...
THE MEDIA PLAN
GET TRAFFIC TO THE EXPERIENCE
Target people who are
celebrating everyday life
moments.
Disseminate our mess...
THE MEDIA PLAN
INCREASE THE SHARE
Motivate social shares of
custom labels and vodka
bottles.
THE MEDIA PLAN
INCREASE THE SHARE
Keep the conversation
going through social
listening.
THE MEDIA PLAN
WHAT WE’LL MEASURE
- Social conversation tracking
- Social shares and engagement
- Label shares from websit...
THE MEDIA PLAN
SUMMARY
42
THE now this is
where we stop and
you applaud
VODKA
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#Hashtag — The People's Vodka

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From our Digiday Agency Innovation Camp. The Purple Team's competition presentation

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  • lone star example

  • There’s no middle ground.

    It’s either pretentious or trashy.

    What if we became the first honest vodka brand?

    A vodka that’s more human and relatable.
  • So let’s focus on a different territory.

    Different occasions.

    We know our target enjoys drinking at home.

    So let’s focus on authentic every day moments and places.
  • Whether it’s at the bar or bringing a handle to a party.

    Your friends are judging you. And you know this.

    It informs your purchasing decision.

    What can we do to break this social tension?

    How can we make a vodka feel authentic for 21-35 year olds?
  • #Hashtag — The People's Vodka

    1. 1. Hello. We’re #HASHTAG Let’s talk about Vodka, shall we?
    2. 2. 2 We’re in a race to validate a vodka. WHERE WE STARTED
    3. 3. 3 A vodka, that people think they don’t want anymore.
    4. 4. 4 After all, they’re out of college now. It’s time to “level up”, show their friends they’re sophisticated. Richer. Better looking. More successful.
    5. 5. 5 “May I get you a Belvedere / Kettle One / Grey Goose and hand-crafted soda my dear?” IT’S TIME TO DITCH THE WELL-VODKA AND SAY YES TO:
    6. 6. 6 Or is it?
    7. 7. 7 Our target demographic feels pressured to level up. Embarrassed if they don’t buy into the hype. But in reality, they’re often just looking for a good drink at a reasonable price, without all the emotional baggage that comes with a premium spirit. WHAT WE FOUND:
    8. 8. We need to and we need an to push against STAND FOR SOMETHING
    9. 9. 9 3 somewhat insightful insights about vodka
    10. 10. THIS IS BIG VODKA ADVERTISING 1No
    11. 11. THEY’RE FIGHTING FOR SHARE IN DA CLUB* & BIG EVENTS 2No. * © Curtis Jackson, 2003
    12. 12. THERE’S A STIGMA ATTACHED TO BUYING CHEAP VODKA 3No.
    13. 13. THE BIG IDEA
    14. 14. 14 THE PEOPLE’S VODKA We are honest vodka. The anthesis of the elitist and trashy vodkas of the world. We’re going to use our products as a vehicle to connect with everyday people and celebrate their everyday moments. We’ll do this in two phases.
    15. 15. 15 THE LETTER phase 1
    16. 16. 16 THE LETTER Announce our brand belief by paying off annoying celebs to not drink our vodka. Anti-sponsorship deals announced to celebs on social media.
    17. 17. 17 THE MEDIA PLAN “The letter” is a pure PR play. But once it is out, we’ll work to amplify it through high reach social media. With everything pushing to our People’s Vodka digital experience…
    18. 18. 18 INTERACTIVE EXPERIENCE phase 2
    19. 19. 19 CREATE & SHARE A lightweight interactive site where fans can personalize their own vodka starting with a socially sharable and printable vodka label. Personalize STEP ONE THE VODKA I’m not ashamed to stay at home and watch Netflix on a Saturday night Infuse STEP TWO
    20. 20. 20 THE only $49,863 left to pay off my student debt VODKA
    21. 21. 21 THE I can’t believe she said yes VODKA
    22. 22. 22 THE here’s my generous contribution to your barbecue VODKA
    23. 23. 23 THE surprise! my mother is coming to live with us VODKA
    24. 24. 24 THE I found a gray hair and I’m only 24…FML VODKA
    25. 25. 25 THE I finally got that sex change I always wanted VODKA
    26. 26. 26 THE do tears count as a mixer? VODKA
    27. 27. 27 THE #becausevodka VODKA
    28. 28. 28 THE hey Facebook just reminded me it’s your birthday so I felt obliged to buy you this vodka VODKA
    29. 29. 29 THE no seriously I’m really happy you bought a house before me VODKA
    30. 30. 30 THE sorry i’m gifting you vodka for valentine’s day VODKA
    31. 31. 31 THE for no particular reason VODKA
    32. 32. 32 THE when will he stop reading these stupid examples & just get on with the presentation VODKA
    33. 33. 33 CREATE & SHARE Fans who want a richer experience can collaborate with our mixologist and graphic artist to create a one of a kind infused flavored vodka through our website. Meet your makers STEP TWO Hi, I’m Tom. Infuse STEP TWO Meet your makers STEP THREE Drag your ingredients into the bottle MINT CINNAMON COFFEE CHILLI
    34. 34. here’s my 34 The printable label The poster / social share The custom artifact Surprise! my mother is coming to live with us THE VODKA THE generous contribution VODKAto your BBQ In store / bar evolving the big idea
    35. 35. THE MEDIA PLAN
    36. 36. THE MEDIA PLAN We’ll start the experience through integrating rich media units across mobile and desktop. GET TRAFFIC TO THE EXPERIENCE
    37. 37. THE MEDIA PLAN GET TRAFFIC TO THE EXPERIENCE Target people who are celebrating everyday life moments. Disseminate our message in an unobtrusive way across multiple platforms/media partners.
    38. 38. THE MEDIA PLAN INCREASE THE SHARE Motivate social shares of custom labels and vodka bottles.
    39. 39. THE MEDIA PLAN INCREASE THE SHARE Keep the conversation going through social listening.
    40. 40. THE MEDIA PLAN WHAT WE’LL MEASURE - Social conversation tracking - Social shares and engagement - Label shares from website - Brand study
    41. 41. THE MEDIA PLAN SUMMARY
    42. 42. 42 THE now this is where we stop and you applaud VODKA

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