digital transformation at bacardi

HOW THINK ABOUT MOBILE LIKE A

BARTENDER Mauricio Vergara

Chief Marketing Officer. Bacardi North America

WHY MOBILE?

2.5 BILLION GLOBAL SMARTPHONE

USERS

Source: 2016 Internet Trends - KPCB

1 BILLION PEOPLE ACCESS

FACEBOOK

ON THEIR MOBILE PHONE

EVERYDAY

Source: Facebook Q2 Earnings Report

MOBILE NOW ACCOUNTS FOR

25% OF OUR TIME SPENT WITH

MEDIA

SURPASSING DESKTOP USE

Source: 2016 Internet Trends - KPCB

MOBILE IS NOW OUR PRIMARY

DEVICE

73%

CHECK PHONE LAST

THING AT NIGHT 48%

FIRST, LAST AND LOTS IN THE MIDDLE

CHECK PHONE FIRST THING IN

THE MORNING

Source: Custom BBDO x Google Consumer Survey (2016) /

DSCOUT

AVERAGE USE DURING THE

DAY 76 SESSIONS - 145 MINUTES - 2,617 TAPS

ROLE OF A BARTENDER

TO RECOMMEND AND SUPPLY YOU WITH THE

RIGHT DRINK IN THE RIGHT CONTEXT

WHEN DESIGNING FOR MOBILE WE HAVE TO

THINK LIKE A BARTENDER

AND CONSIDER THE CONTEXT IN WHICH OUR

CAMPAIGNS WILL BE SERVED

AUDIENCE CONTEXT WHEN ARE WE REACHING THE AUDIENCE?

PLATFORM

CONTEXT WHAT PLATFORM CAN WE REACH THEM ON?

CREATIVE CONTEXT WHAT CONCEPT ARE WE TRYING TO COMMUNICATE?

3 INGREDIENTS TO MOBILE SUCCESS

AUDIENCE

CREATIVE

PLATFORM

1

2

3 1

2

3

TARGETING

PEOPLE WHO

TARGETING PEOPLE

WHEN Have recently been to or shopped at a particular liquor

store or vendor

Have recently been to or shopped at a particular type of

store

Have recently been to a particular defined location in the

past (Ex. Event Space, Outdoor Concert)

Live near certain locations

Have interacted with my ad or content in the past

They are physically in a particular location

They are physical in a particular type of location

They are near a location (Ex. 5 mile radius)

They are using a specific app/feature

They are known to be performing a specific task

AUDIENCE CONTEXT WHAT IS OUR AUDIENCE’S NATURAL BEHAVIOR?

WHEN ARE WE REACHING THE AUDIENCE?

1

SOCIAL MOBILE APP

AND WEB LOCATION MUSIC

PLATFORM CONTEXT WHAT PLATFORM ARE THEY USING IN THEIR CONTENT?

WHAT PLATFORM IS OUR OPPORTUNITY TO REACH THEM ON?

2

BBDO PROJECT

THUMBREAKER MOBILE OPTIMIZED

SOCIAL VIDEO

CREATIVE CONTEXT HOW CAN WE ENHANCE THEIR EXPERIENCE ON THIS PLATFORM?

WHAT ARE THE PLATFORM SPECIFIC CREATIVE CONSIDERATIONS?

WHAT CONCEPT ARE WE TRYING TO COMMUNICATE?

3

HOW THIS WORKS IN PRACTICE

AUDIENCE CONTEXT: 7-9PM Fri/Sat: Our target (29m/f) invites a few

friends over to their place for pre-game drinks

before a night out on the town.

PLATFORM CONTEST: Using Spotify app on mobile phone to stream

music to sonos speakers.

CREATIVE CONTEXT: We target on Spotify with a curated Bacardi Pre-

Game Playlist. Enhancing their night out

experience.

PRE-GAME SPOTIFY PLAYLISTS

AUDIENCE CONTEXT: 11pm-2am Fri/Sat: Our target (29m/f) is out at

bars with friends, drinking, dancing and enjoying

the night.

PLATFORM CONTEST: Using Snapchat on her/his phone to share

moments with their friends.

CREATIVE CONTEXT: We create and buy Snapchat filters for trendy

night out bars. Enhancing their night out

experience.

NIGHT OUT SNAPCHAT

FILTERS

Bacardi’s Mobile Story Has

Evolved Along With Investment

And Strategy.

EVOLVING BACARDI’S MOBILE

INVESTMENT

99% YoY

Decrease In

Desktop Only

Executions

40% YoY Increase

In Mobile Only

Executions

97% of FY’17

Global Digital

Spend is Cross-

Platform

BRAND + AGENCY INTEGRATION

Creative

Idea Brief Campaign

Idea

Execution

Development

Client

Brief

Idea

Development

Creative

Production

Campaign

Planning

Framework

Blueprint

Tactical

Mobile

Briefs

Connected

Content

Ecosystem

Post

Report

Campaign

Planning

Framework

Media

Partner

Selection

Implementation Analytics Media

Insights

Media

Planning OM

D

ME

DIA

AG

EN

CY

BB

DO

CR

EA

TIV

E

AG

EN

CY

CA

MP

AIG

N

DE

VE

LO

PM

EN

T

Audience

Insights

AUDIENCE PLATFORM CREATIVE CONTEXT

Target consumers by using their past location visits

as an indicator of intent and interest

THE FUTURE OF MOBILE DATA

Mobile Audience

Based Profiling

Using Location To

Inform Sales

Success

Mobile

Retargeting

Compare ad campaign exposure to on and off

premise visits as a proxy for real-time sales lift

Mobile

eCommerce

Opportunities

Take advantage of growth in alcohol delivery and

ecommerce sites to drive direct sales

Retarget users based on their location and activity

HOW THINK ABOUT MOBILE LIKE A

BARTENDER