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Yellow Team "Blame it on the Yellow-vation" Brand Hack Presentation - DAIC, 8/25/15

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The Yellow Team (a.k.a. "Blame it on the Yellow-vation")'s brand hack presentation for tequila from Digiday Agency Innovation Camp in Vail, CO - August 25, 2015.

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Yellow Team "Blame it on the Yellow-vation" Brand Hack Presentation - DAIC, 8/25/15

  1. 1. ONCE UPON A TIME…
  2. 2. TARGET
  3. 3. WE ARE… YOUNG FUN UNAPOLOGETIC ENERGETIC CELEBRATORY CONVERSATIONAL
  4. 4. POSITIONING Premium Inexpensive Everyday Special Occasion Patron 1800 Hornitos Juarez DeLeon Sauza 901 Éxito
  5. 5. CELEBRATE EVERYDAY SUCCESSES
  6. 6. #shotofsuccess
  7. 7. IGNITE CONVERSATIONS EVERYDAY SUCCESSES INFLUENCERS & PARTNERSHIPS SOCIAL MOMENTS PAID MEDIAEVENT EARNED MEDIA CONVERSATION: START SPIKE SUSTAIN
  8. 8. Celebrate Everyday Successes START THE CONVERSATION Social Influencers
  9. 9. Celebrate Everyday Successes with Éxito LAUNCH THE CELEBRATION
  10. 10. Austin Portland Wicker Park Brooklyn CELEBRATE WHERE THE TARGET IS
  11. 11. Owned Social Channels Always-On Surprise & Delight Location Based Messaging Paid Media SUSTAIN THE CONVERSATION & ENGAGEMENT
  12. 12. #shotofsuccess
  13. 13. #shotofsuccess
  14. 14. QUESTIONS?
  15. 15. APPENDIX
  16. 16. Channel Objective Platform Metric/KPI Owned Social Campaign Participation Snapchat, Periscope, Twitter, Facebook, Instagram, YouTube Impressions, Engagements, Mentions, Time Spent, Completion Rate Paid Social Engagement with Posts Twitter, Facebook Follows, Engagement Rate, CPE Paid Search Engagement Google, Bing, Yahoo Gemini Time on Site, Pages per Visit, CPE, Engagement Rate, CTR, CPC Display Brand Awareness GDN, Bing DN, Yahoo DN, 3rd party publisher networks CPM, Impressions,CTR, Pages per Visit, Time on Site, CPE KPIs
  17. 17. Community Management/Social Promotions $100,000 Social Influencers - National $100,000 Guerilla Marketing (4 markets total) $500,000 Paid Media Activity $300,000 PROPOSED BUDGET

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