Icerberg Vodka - 2017 Media Planning

1. V O D K AI C E B E R G
2 0 1 7 P L A N N I N G

2. AGENDA
01 WHAT WE KNOW
02 COMPETITIVE ANALYSIS
03 OUR CONSUMER
04 SOCIAL APPROACH
05 THE MEDIA
06 THE CREATIVE
07 2017 OBJECTIVES
08 PRODUCT DESIGN EXPERIENCE

3. WHAT
WE
KNOW
S E C . 0 1

4. ✦ F’16 Facebook results are extremely positive and trending
upwards meeting and surpassing industry benchmarks
✦ 11 Million Paid Impressions
✦ 660K Engagements
✦ 6% Engagement Rate
✦ In F’16, we produced 20 unique posts that ran across 7 months of
the year, hitting upon key holidays and in market activations
✦ OneMethod delivered $140K worth of work for our $100K budget
and+ 374,691 organic impressions
F ’ 1 6 O V E R V I E W

5. ✦ Top performing content all fell under the mixology pillar,
especially when paired with seasonal and holiday messages
✦ Brand advocacy is high; our fans are continuously coming to
our aid in the face of detractors
✦ There are media efficiencies to be gained by buying
Facebook + Instagram
2 0 1 6 L E A R N I N G

6. ✦ We don’t need to fix what isn’t broken.
✦ We want to do some fine tuning to our media and content approach to
achieve:
✦ Stronger messaging around Canada’s Vodka
✦ Reap more efficiencies across media and production
✦ Build consistency and repetition of our message
M O V I N G I N T O 2 0 1 7

7. COMP
ANALYSISS E C . 0 2

8. ABSOLUT GREY GOOSE SMIRNOFF POLAR ICE STOLI ICEBERG
TONE Encouraging Millennials
to party
Premium and exclusive Fun and approachable Fun and friendly
Friendly, positive and
energetic
Canadiana cool
PARTY SCALE High Medium High Low Medium Low
KEYWORDS Perfection + Night +
Celebrate
Extraordinary + Elevate
+ Destination +
Unforgetable
Delicious + Party +
Dance
Drink + Vodka + Night +
Cocktail
Original + Drink Canada + Cocktail
CAMPAIGN Absolut Nights Fly Beyond This is Happening
Communication not
wrapped under one
campaign umbrella
Drink What You Want
Unapologetically
Canadian
STRENGTH
The high quality videos
generated at least 20k+
views each on Facebook
Featuring a celebrity
such as Deadmau5 as
part of the video
campaign increased the
amount of views and
positive sentiment
amongst the intended
audience
TV spot was viewed on
YT 2.5M times
Over 17k followers on
Instagram
Fans are engaged with
the campaign on
Facebook and
demonstrating purchase
intent on mixology
content
Using high profile
influencers to launch
product
Facebook video content
generated 24K+ views
each
Strong use of MOMA
hashtags
Use of short videos
designed for sound off
Use of celebrities and
althetes in campaign
High quality video
production
Paid support
Differentiated from
competition.
Offering utility through
cocktails.
High engagement.
Loyal fanbase.
Great Community
Management.
All content have paid
WEAKNESS
Not heavily supported
with paid
Engagement on page
posts was extremely low
Low level engagement
on both Twitter and
Instagram
Low engagement on
Instagram
Low engagement and
lack of community
manager interaction
across all platforms
Very low social activity in
the Canadian market
Detractors.
Could increase
consistency and
repetition in visual
identity and message.

9. ✦ Iceberg Vodka has a clear identity that is differentiated from our
competitors
✦ No leader who speaks to quality/authenticity of the brand
✦ No brand who’s in competition with us to own Canadian identity
✦ Everyone has some level of focus on their product and use cases
✦ Most are party brands, but have their own unique way of demonstrating or
aligning with partying
S U M M A R Y

10. OUR
CONSUMER
S E C . 0 3

11. O U R TA R G E T
✦ “Everyday Millenials"
✦ 19 - 34 Males and Females
✦ Vodka drinkers
✦ Ontario only
✦ Less likely to spend their money on mass-market alcoholic beverages, and they don’t
want to give up quality or taste in order to save money
✦ Appreciate local brands and businesses that stand for quality and value - they want to
support and shop locally
✦ Social activities are very important to them, they’re now hosting impromptu get
togethers or pre-drinks with friends

12. T E N S I O N &
R E S O L U T I O N
TENSION: I want a quality product but don’t want to pay premium prices.
RESOLUTION: Iceberg Vodka is made from real Canadian Icebergs, and is
bottled right here in Canada. It is a high quality yet affordable product made
for Canadians by Canadians. We are Canadian Spirit.

13. Convert vodka drinkers
into Iceberg drinkers
Sell “One more bottle”
to Iceberg drinkers
ONCE WE’VE REACHED THEM, WE
HAVE TWO TASKS AT HAND.
SUSTAINRECRUIT

14. WHERE DO MILLENNIALS LIVE ONLINE?
4954
4485 4130
4964
4482 4341
4101
5134
2714 2592
1810
1999
2183 2175
1950
2611
1811
3152
2783
3460
1345
2172
1731 1892
2076
1470
969 972
2055
1178
507 616
798
397
218 368
56 62 34 28
0
1000
2000
3000
4000
5000
6000
Persons112224 Persons125234 Persons135244 Persons145254
Total1Monthly1Visitors1(000)
Youtube Facebook Instagram Twitter Linkedin Pinterest Tumblr Snapchat Vine Periscope

15. 0
2000
4000
6000
Persons+12-24 Persons+25-34 Persons+35-44 Persons+45-54
Total+Monthly+Minutes+
Youtube Facebook Instagram Twitter Linkedin Pinterest Tumblr Snapchat Vine+ Periscope
WHERE DO MILLENNIALS LIVE ONLINE?

16. CHANNEL DEEP DIVE: HOW
ARE MILLENNIALS USING
SOCIAL MEDIA
FACEBOOK INSTAGRAM TWITTER
BLOGS PINTEREST SNAPCHAT
Millennials have a growing concern about
privacy on Facebook, so while they are still
there, they are rapidly becoming content
consumers rather than producers. This
platform houses more active users who
make $50k a year or less
Used most among Millennials
who are married or have
children.
Growing in popularity amongst
Millennials. They use it in a
variety of ways, from 1:1
messaging with friends as well
as broadcasting stories to their
full network
Millennials women are more
likely to use Instagram than
they are Snapchat or Twitter.
They are highly engaged in the
platform, creating content on a
weekly basis.
Millennials Canadians admit that, when
compared to other social networks,
they use their Twitter account the least.
They will often pick it up when
something big happens in the world, or
they are following along with a live
conversation.
Blogs play many roles in the Millennial
life, and it really depends on their life
stage. From going to events, hosting
parties, all the way through to child
rearing advice when the time comes.

17. SOCIAL
APPROACH
S E C . 0 4

18. S O C I A L I N F ’ 1 6
✦ Separate agencies and budgets supported content on Facebook and
Instagram/Twitter
✦ All content on Facebook were promoted with media dollars to Ontario only
✦ The majority of content on Instagram/Twitter were organic with a few
promoted posts
✦ We were losing out on CPM efficiencies in cross-platform promotion of the
same content.
✦ The organic content DID NOT making an impact with your consumers.

19. ✦ Consolidate the production and media budget for Facebook and Instagram
so all content will be promoted and living across both platforms
✦ We can achieve a consistent brand voice and repetition of our message to
achieve greater retention in market
✦ Allow for auto-optimization of platforms based on performance
✦ Gain efficiencies in production and CPM costs
✦ Do not engage on TW and Snapchat unless there are event based
activations/media dollars to promote content
F ’ 1 7 S O C I A L A P P R O A C H

20. THE
MEDIA
S E C . 0 5

21. THE MEDIA
✦ Build and optimize based on previous years efforts. Consistency builds momentum!
✦ Continue to prioritize awareness by extending reach and increasing frequency both
over the year and across time periods.
✦ Move to a two pronged approach for IMPACT and CONTINUITY flighting
✦ Include both Facebook and Instagram to extend reach of vodka drinkers and
increase efficiencies
✦ Measure and optimize each prong accordingly based on objective

22. FACEBOOK
1. IMPACT FLIGHTS: (LIKE ADS)
✦ Drive simple awareness amongst non-fans that Iceberg is Canada’s vodka.
✦ Break through clutter with heavier investment and build frequency of a singular message.
✦ Optimize to CPM for highest reach and efficiencies
2. CONTINUITY FLIGHTS: (PROMOTED POSTS)
✦ Drive a deeper level of meaning and connection throughout the year – tell the story
✦ Align with key times of relevance and promote consumption opportunities
✦ Include Instagram for extended reach and greater efficiencies
✦ Optimize to engagement to drive organic reach and increase voice of friend activity

23. MEDIA FLIGHTING
& DETAILS
✦ Facebook / Instagram: 65% / 35% Investment Split
✦ 20 Million Paid Impressions (vs 11 Million LY)
✦ 1 Million Engagements (vs 660K LY)
✦ $7.50 CPM
26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18
FACEBOOK/ INSTAGRAM Vodka DayThanksgiving ChristmasNew Year's St. Patrick's Easter Victoria Day Canada Day Civic Holiday
IMPACT FLIGHTS
CONTINUITY FLIGHTS
L̊ ­ ĀĔБĈ űŤŮБ! L̊ ­ ĀĔБĈ űŤŮБ.
JULY AUGUST SEPTEMBERJANUARY FEBRUARY MARCH APRIL MAY JUNEOCTOBER NOVEMBER DECEMBER
2016 2017

24. S E C . 0 6
THE
CREATIVE

25. BRAND PLATFORM
Unapologetically Canadian = Canadian Spirit + Iceberg Vodka

26. W H E R E W E A R E

27. W H E R E W E WA N T T O B E

28. VISUAL CUES
✦ Mix of cool and warm tones + natural textures
✦ Some nature in everything we do (tie back to our product story)
✦ Seasonal shifts – autumn maple leaves, cottage docks, snow
✦ A touch outdoors-y, with the comfort of your own backyard / home
✦ Can veer a little lumberjack, but in a modern, designer kind of aesthetic
✦ The right balance between style, canadiana, and an attainable lifestyle
✦ Urban explorer, curated experiences + journeys
✦ Mix of cool and warm tones + natural textures
✦ Some nature in everything we do (tie back to our product story)
✦ Seasonal shifts – autumn maple leaves, cottage docks, snow
✦ A touch outdoors-y, with the comfort of your own backyard / home
✦ Can veer a little lumberjack, but in a modern, designer kind of aesthetic
✦ The right balance between style, canadiana, and an attainable lifestyle
✦ Urban explorer, curated experiences + journeys

29. S E C . 0 6 - A
CANADIANA
BRANDS

30. ✦ Canadians love a story they can relate to that’s simple and authentic.
✦ We are not in your face.
✦ Community oriented.
✦ Humanized and purposeful.
✦ We are proud without being aggressive.
KEY TAKEAWAYS

32. CREATIVE
DELIVERABLES
S E C . 0 6 - B

33. CREATIVE DELIVERABLES
CREATIVE UNITS
✦ Produce 2x Brand Awareness Ads flighted throughout the year that speaks to the
single minded message of Iceberg Vodka = Canada’s Vodka
✦ To reduce production costs, recommend running 3 top performing posts from F’16
while creating 15 new posts that are seasonally/MOMA relevant while rooted in
Unapologetically Canadian
✦ Incremental Instore: There are creative ways in which we could affect the retail
presence and connection to the consumer to communicate our Canadian identity.

34. CREATIVE DELIVERABLES RECAP
✦ 2 X BRAND AWARENESS ADS
✦ 15 X NEW PROMOTED POSTS (SEASONAL/MOMA)
Articulate Iceberg Vodka’s brand vision and how it comes to live in market for all partners
✦ Vodka Day / Halloween / Daylight Savings / Holiday Season / NYE / Easter / Caesar Day / Canada Day
✦ 3 X TOP PERFORMING POSTS FROM F’16
Watermelon Mixology / Infusion Mixology / St. Paddy’s Day Cinemagraph

35. 2017
OBJECTIVES
S E C . 0 9

36. BUSINESS OBJECTIVE
✦ To hit 10% market share in 3-5 years (Increase of 6.5%)
✦ 1%-2% growth per year in market share
BRAND OBJECTIVE
✦ Solidify brand identity
✦ Establish a single-minded proposition
SOCIAL OBJECTIVE
✦ Build awareness amongst Millennial Ontarians
✦ Drive purchase intent and brand favourability

37. MEASURING SUCCESS
AGAINST SOCIAL OBJECTIVES
✦ Based on a media budget of $150K + Industry Benchmarks +
F’16 Iceberg Vodka Performance, our primary objectives are:
✦ Impressions - 20M
✦ CPM - $7.50
✦ Secondary Objectives:
✦ Engagement - 1M
✦ Engagement Rate - 6%

38. THANK YOU