digital marketing campaign for new casal beer
TRANSCRIPT
T & O’s Digital Marketing Campaign
forNewcastle Brown
Ale Beer
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Table of Contents
● Market Overview ● Consumer Trends ● Competitor Analysis ● Brand Overview ● Perceptual Map ● Target Audience ● Marketing Objectives ● Creative Strategies ● Digital Strategies● Tactics● Timeline ● Budget Allocation ● Measurement / KPI’s
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Market Overview
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● Craft beer accounts for 12.2% of the total sales
volume in 2015, in which 6.2% was imported
Beer.
● Sales for imported beer grew by 7% in the
52 weeks ending Oct.4, 2015.
● The leading best-selling imported beer brands of the United
States predominantly include Mexican beer brands such as
Corona, Modelo Especial and Dos Equis Netherlandish beer
Heineken
● Newcastle Brown Ale was ranked the 14th imported beer
with $38.2 million dollars for the 52 weeks ended January
24, 2016.
Consumer Trends - 1 1. Beer drinkers want local ingredients
Leading topics among craft beer and food Instagrammers
Source: Beer Social media,US, January, 20164
Leading themes, by mentions of beer and local ingredients
2. Pairing craft beer with gourmet food is becoming a popular trend
4. Millennial appreciation for the brewing process
Consumer Trends - 23. Drinking occasions shape millennial
perceptionsTaste is not everything, EXPERIENCE is!
Source: Beer Social media,US, January, 20165
Leading topics, by Millennial mentions of beer are friends, food, bar, and music
Leading Brands
Competitor Analysis
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Brands with Closer Sales Volume
Corona Extra
Heineken Premium Light Lager
Stella Artois
Tecate Light
Labatt Blue
Social Marketing of Heineken - 1Sponsorship on James Bond’s film
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“Dance more, drink slow” campaign to convey “Enjoy Heineken Responsibly” message
Social Marketing of Heineken - 2“Open Your City” to aim to inspire target audience to get out their comfort zone and get the most from their city. Engage consumers
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Sponsor of UEFA Champions League, “SharetheSofa” campaign
Social Marketing of Heineken - 3Tie up with Blippar to launch “Legendary 7” Campaign ” to tap into consumers’ interests on sustainability and desires to know more about the ingredients of the beers.
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Social Marketing of Stella Artois - 1● “Host One to Remember” campaign, which seeks to honor the brand’s legacy and future. ● Push educational contents to targeted audience through video contents are also related to history of founder and brewing process.● Collaborate with Cinematique, the world’s first touchable digital video platform, to create touchable videos to engage with
consumers.● Partnership: Provide brand’s signature chalice, desserts or gift card to consumers who make a reservation through OpenTable’s app
or Web platform
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Social Marketing of Stella Artois - 2● “Buy a Lady a Drink”, a donation program, cooperate with
water.org and Tumblr,helps developing countries’ women get clean drinking water.
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● Instead of a traditional corporate site, Stella uses targeted themed sites
Brand Overview
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One of the “30 English AlesYou Must Have Before YouDie”
- Ratebeer.com
#8 out of “Top 20 beers”- listverse.com
Perceptual Map
Light Flavor
Heavy Flavor
ExpensiveInexpensive
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● Strong brand presence in UK● Most popular ale and a market leader● Creative and humorous advertising campaigns● Priced lower than competitors but still has great taste
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● Strong competition among beer industry● People are becoming more health-conscious and switch to liquor or wine as less-caloric options● Declined interest in the 18-29 year old age group (dropping from 71% to 41% over the past 20 years)
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● Limited global presence and low brand awareness● Initial skunk-like aroma when the beer is first opened before it smells into a nutty, malt flavor● Weak presence on social media channels (website not active, weak on Instagram, Twitter and Facebook)
● Global expansion● Increasing growth of imported beer● Consumers are becoming more interested in craft beer● Promote Newcastle as a proud representative of British beer
W
O
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Target Audience Demo:
Age: 25-44
Gender: Male
HHI: $75,000 or more
Education Level: College and above
Geo:
General: West and Northeast
Specific: Boston, Chicago, Dallas, Los Angeles, San
Francisco, Washington DC
Digital Ads Consumption: Highly exposed to email,
banner ads and full-motion video ads
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Target Audience Psycho: Healthy diet
Love sports and exercise
Often drink alcohol beverage at restaurant
Like to try new stuffs
Important to stay attractive
Interested in international events and other
cultures
Willing to pay extra for quality goods
Like challenge and adventure
Highly exposed to social sharing
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Marketing Objectives● Increase market share in imported beer from 1.5% to 2%
● Improve social media presence:○ Facebook: 889,837 followers with an increase of 6%○ Twitter: 52,300 followers with an increase of 20%○ Instagram: 4159 followers with an increase of 25%
● Establish web presence on Newcastle’s homepage○ Increase the website traffic to 24,000 clicks per month
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Current Advertising Campaigns
Brand Essence
Brand Promise:● Great tasting beer, easy to drink
Tagline:● “Newcastle. No Bollocks”
Essence:● Cheeky, dry humor
Personality:● Cuts through the advertising clutter and
communicates with their consumers in anhonest and comedic manner
Assets & Associations:● Clear bottle, thin dark amber to brown ale● Smells like light caramel, fruit and nuts● Tastes like toasted bread and sweet malts with a dry finish
and a slight bitter aftertaste● Smooth and light-bodied
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Men: Have You Ever Felt This Way Before?
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Creative Strategy“No Bollocks. Just Good Conversation.”
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Full-Motion Video Ad Example
Anna Kendrick
“No Bollocks. Just Good Conversation.”
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Digital Marketing Guidelines for Alcohol
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• Increase traffic to websites• Put you ahead of the competition
SEO
Alignment Opportunities• Build affinity with customers• Attract partners’ fans
Programmatic• More impression• Acquisition• More banner more
engagement
Content• Increase Brand awareness• Build relationships and
engagement• Enhance the brand image and
equity• Encourage sharing
• Pull in unexpected customers• Engage with target audience• Social buzz
Social Media
Digital Strategies
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Tactics
WOW, YOU DRINK NEWCASTLE?
YOU MUST KNOW EVERYTHING ABOUT CRAFT BEER
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A Newcastle page on Heineken’s website
A guide to the best local sports bar in Boston that serves Newcastle
Podcast: two directions: one is about relationship
Another is about work
MEMEs
As a source for all other channels
Content Marketing
Tactics
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Illustrative Pictures Bar Crawl
Re-vamp official Instagram account Re-vamp Facebook and Twitter accounts
Hashtag: #bostonbeercrawl,#newcastlebeercrawl#bostonlovenewcastle
The Prodigal Son Returns
Hashtag# theprodigalsonreturns, #nobollocks #justgreatconvos #newcastleSupport Offline Campaigns:
Newcastle Hosts Trivia Night Providing Real-time Game Updates
Hashtag:#NewcastleLovesPatriots,#thebeerofPatriots
Tactics
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Leaderboard and Expandable Banner
Run on the ESPN.com, NFL.com,bostonherald.com, Gawker.com,Mashable.com, Reddit.com
Keyword Examples
Traits: light beer, craft beer, British beer, imported beer, Newcastle beer, brown ale, Competitor: Pacifico, Tecate Light, Labatt Blue Heineken, Stella Artois Geographic: Boston sports bars, Washington DC sports barsAlignment: New England Patriots, Anna Kendrick and movies, Up in the Air
Anna Kendrick
Support New England Patriots team
Programmatic SEO Alignment Opportunities
TimelineSept Oct Nov
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4
Facebook Memes once a week 1 Meme
AD Video
1 Meme
AD Video
1 Meme
AD Video
1 Meme
AD Video
Instagram Pics of brewing process once a month Charles and Charlotte on various dates in Boston drinking Newcastle once a month
Charles and Charlotte on various dates in Boston drinking Newcastle once a month
Video Upload to YouTube Promote on RTB Promote on RTB
Twitter one sentence about Newcastle’s history
one pick up line to use on girls
live and interactive Boston bar crawl hosted on this
platform
promote trivia night at local bars with discounted
Newcastle beer
Follow football matches, align to New England Patriots
Blog interesting historical facts, promote on Contextual Ad and RTB
best local bars in Boston that serve Newcastle, promote on Contextual Ad
and RTB
interviews with brewers of Newcastle, promote on Contextual Ad and RTB
Podcast how to hit up a girl in the bar how to apologize to your boss how to say “no” to your boss28
Budget
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Budget Allocation
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Content Marketing
● Content creation: 3 months● Video content creation: 1 month● Anna Kendrick full-motion video● Contextual advertising: 10,000 clicks per month, 3
months
$230,000
Microsite design ● 1 domain $10,000
Social Media ● Facebook, Twitter, Instagram: 3 months $45,000
Display Ad ● RTB: 14,000 clicks per month, 3 months $170,000
Search ● SEO: 3 months $10,500
Monitoring Control ● Metrics, performance monitor, test & optimize $ 34,500
Measurement / KPI’s
1. Sales2. Social media followers on Facebook, Twitter, Instagram3. Clicks generated from display, contextual advertising
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Next Steps
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Thank You!
Appendix ● http://ezproxy.library.nyu.edu:2471/display/690731/?highlight#hit● http://www.adweek.com/news/technology/better-targeting-alcohol-brands-bet-big-digital-165357● http://www.telegraph.co.uk/news/science/science-news/11395877/Newcastle-Brown-Ale-recipe-to-change-to-keep-America-
happy.html● http://www.brownale.net/brown-ale-brands/● http://www.statista.com/statistics/188728/top-imported-beer-brands-in-the-united-states/● http://www.12ahead.com/how-newcastle-brown-ale-used-digital-gatecrash-super-bowl-canneslions● http://www.forbes.com/sites/greatspeculations/2015/06/29/does-the-declining-u-s-beer-trend-spell-doom-for-
brewers/#7cde87217887● https://www.brewersassociation.org/statistics/national-beer-sales-production-data/● https://www.melandrose.com/istar.asp?a=6&id=20470● http://www.brownale.net/brown-ale-brands/● http://www.statista.com/statistics/188728/top-imported-beer-brands-in-the-united-states/● http://www.worldbeerawards.com/newcastle-brown-ale.24997.html● http://sproutsocial.com/insights/social-media-alcohol-marketing/● http://www.beerinstitute.org/assets/uploads/general-upload/2015-Beer-Ad-Code-Brochure.pdf
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