Polar Ice Case Study


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Case study presented at Open Dialogue's third annual social media conference on how Polar Ice Vodka echoed through social media

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  • WHAT WE DO; BSTREET Communications is a SmartIdeas company. Most brands will tell you to be effective they need a Big Idea – something out of the box, BSTREET believes what they really need is a Smart Idea
  • We work with great Fortune 1000 brands in both the Canadian and UK market
  • Created “Mia” – the voice of Polar Ice Vodka on twitter (@mia_at_polarice) Voice was extension of brand values and representative of target market Frequent replies and interactions with fans Over 2,100 followers
  • Engage the fun seeker where they are mostly easily found Leverage content plan from twitter to facebook Social Ads to raise page and promotion awareness - Over 30 million impressions on the Ad
  • Inspired by the boldness of the Skittles launch last year, but we didn’t want to lose control of the brand like they did and we wanted to make the experience two-way so that we could maintain buzz beyond the initial PR of the launch. 
  • Also inspired by the interactivity of twistori that allows you to change tweet stream by clicking on keywords
  • First true integration of tweet stream into brand website User controlled content Built-in intelligence to ensure brand retained control Generated buzz & PR over innovative approach
  • Polar Ice Case Study

    1. 1. Case Study: How Polar Ice Vodka Echoed through Social Media to Reach Fun Seekers Feb 25 / 2010
    2. 2. What we’ll cover today <ul><li>Introduction </li></ul><ul><li>Background on Polar Ice Vodka </li></ul><ul><li>Our digital task </li></ul><ul><li>Finding & creating the right digital mix </li></ul><ul><li>Results </li></ul><ul><li>What’s next </li></ul>
    3. 3. About Me <ul><li>Follow me here: </li></ul><ul><li>twitter.com/phryl </li></ul><ul><li>burningthebacon.com </li></ul><ul><li>linkedin.com/in/phryl </li></ul><ul><li>slideshare.net/phryl </li></ul><ul><li>Phil Barrett (.mobi) </li></ul><ul><li>VP Digital & Mobile </li></ul><ul><li>CMA Digital Council </li></ul><ul><li>Mobile Evangelist </li></ul><ul><li>360 Marketer </li></ul><ul><li>BSTREET Communications </li></ul><ul><li>Toronto & London, UK ‏ </li></ul>
    4. 4. <ul><li>Speaks to your most valuable consumers </li></ul><ul><li>Travels across all marketing disciplines </li></ul><ul><li>Optimizes your marketing spend </li></ul><ul><li>Drives equity, sales and market share </li></ul>SmartIdeas TM BSTREET is a marketing communications agency dedicated to creating for your brand.
    5. 6. About Polar Ice Vodka <ul><li>Like the live music scene in the East, the cosmopolitan cocktail scene in the West, and the “gotta be seen” dance clubs in our downtown cores, Polar Ice® is a true contemporary Canadian vodka. </li></ul><ul><li>Quadruple distilled and triple filtered for a legendary clean, smooth taste, Polar Ice® is the largest selling Canadian vodka brand </li></ul><ul><li>Bronze Medal Winner - the Beverage Testing Institute 2008 </li></ul><ul><li>Double Gold Medal Winner - the San Francisco World Spirits Competition 2003 </li></ul>
    6. 7. Background <ul><li>BSTREET hired to redevelop visual identity system for the brand in 2008 </li></ul><ul><li>Targeting 19-25 “funseekers” </li></ul><ul><li>Vis had to live across retail, trade, print and online </li></ul><ul><li>No existing website or online presence </li></ul>
    7. 8. Our Digital Task <ul><li>Establish online consumer position as a brand site / bring to life the PIV identity system that can also support ongoing promotions </li></ul><ul><li>Extend online experience to other social media tools in order to engage fun seekers </li></ul><ul><li>Incorporate unique position as Canadian vodka with specific content to differentiate from other vodka sites </li></ul><ul><li>Create an experience that will create word of mouth (WOM) buzz </li></ul>
    8. 10. Finding the right Digital Mix
    9. 11. BSTREET Media Mix Philosophy (from last year)
    10. 13. Twitter – Content Plan <ul><li>Weekly content schedule that focused on lifestyle not just product </li></ul><ul><li>Content was pre-loaded weeks in advanced & auto-published using free twitter tools </li></ul><ul><ul><li>#musicmonday </li></ul></ul><ul><ul><li>#martinimonday </li></ul></ul><ul><ul><li>#filmreviewfriday </li></ul></ul><ul><ul><li>#WhatEverHappenedTo </li></ul></ul><ul><ul><li>Featured drink recipes </li></ul></ul><ul><ul><li>Misc quotes, questions, and statements that resonate with the fu seeker </li></ul></ul>
    11. 15. Extending to facebook <ul><li>Launched facebook fan page at the same time as the PIV website (as opposed to creating a group or Application) </li></ul><ul><li>Site became extension of website & incorporated many of the same design elements </li></ul><ul><li>Strong call to action back to the website </li></ul><ul><li>Product & recipe content also lives on the fan page </li></ul><ul><li>Overall – the facebook experience needs to be relevant, timely, and aligned with other channels </li></ul>
    12. 18. Other Vodkas on Facebook <ul><li>637 fans </li></ul><ul><li>2,952 fans </li></ul><ul><li>897 fans </li></ul>
    13. 19. Social Media Summary <ul><li>Both channels are proving to be effective in reaching our target demographic in the channel of their choice </li></ul><ul><li>WOM is helping with acceleration of fans </li></ul><ul><li>Small investment in social ads resulted in huge exposure for brand on facebook </li></ul>
    14. 20. Website <ul><li>Our assignment? Create a brand site that goes beyond what the category has done traditionally by integrating social media extensions into the website experience </li></ul>
    15. 21. Our Inspiration
    16. 22. Lessons learned from Skittles <ul><li>Over 2000% increase in traffic in one week </li></ul><ul><li>Massive social media buzz & word of mouth – although much of it was not positive </li></ul><ul><li>Although bold & successful in many ways, they lost ALL control of the brand </li></ul><ul><li>They didn’t really engage / join the conversation… so didn’t follow the true spirit of social media </li></ul>
    17. 23. More Inspiration
    18. 24. The Smart Idea: Syndication vs Stickiness <ul><li>Go beyond a traditional “flash” only brand / promotional website </li></ul><ul><li>Create an EXPERIENCE that will interest fun seekers and… </li></ul><ul><li>Engage them in ways they are already familiar with in social media </li></ul><ul><li>Overall – create content and experience that will syndicate across multiple channels </li></ul>
    19. 25. Make the PIV Experience Social <ul><li>The socialscape created for the PIV website will “echo” tweets from the twitterverse </li></ul><ul><ul><li>Pre-filtered / formatted tweets with common words (brand attributes, fun seeker attributes) will appear to echo from the landscape and in real-time </li></ul></ul><ul><ul><li>User can input their own words </li></ul></ul><ul><ul><li>Link to PIV twitter page </li></ul></ul><ul><ul><li>This allows us to leverage user generated content and social media while maintaining control of the brand </li></ul></ul><ul><ul><li>Content can be seeded </li></ul></ul><ul><ul><li>Content can come from a specific event to correspond with on trade activities </li></ul></ul><ul><ul><li>Users can enter their own words to change stream </li></ul></ul>
    20. 26. Other features <ul><li>User can change / choose from ~5 different socialscapes that are specific to regions of Canada </li></ul><ul><li>Fun seeker can change the music loop that starts playing when they land on the website </li></ul><ul><li>Incorporated sharing widgets & easy links to facebook and twitter channels </li></ul>
    21. 28. LIVE DEMO
    22. 29. Other results
    23. 31. Key Insights <ul><li>Content is king – allocate more to content than programming & design </li></ul><ul><li>Experience that syndicates allows us to engage the target market in the channel of their choice </li></ul><ul><li>Employing our 70 / 20 / 10 digital marketing mix enabled innovation while still delivering a platform that met objectives </li></ul><ul><li>The “echo” tool resonated with everybody – but was too much of an Easter egg </li></ul><ul><li>Facebook was the most cost effective channel and had the most engagement </li></ul>
    24. 32. BSTREET Media Mix Philosophy (Updated Jan 2010)
    25. 33. WHAT’S NEXT (live demo)
    26. 34. QUESTIONS?