digital transformation at bacardi

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  • 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

    http://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trends

  • 1 BILLION PEOPLE ACCESS

    FACEBOOK

    ON THEIR MOBILE PHONE

    EVERYDAY

    Source: Facebook Q2 Earnings Report

    https://s21.q4cdn.com/399680738/files/doc_presentations/FB-Q216-Earnings-Slides.pdfhttps://s21.q4cdn.com/399680738/files/doc_presentations/FB-Q216-Earnings-Slides.pdf

  • MOBILE NOW ACCOUNTS FOR

    25% OF OUR TIME SPENT WITH

    MEDIA

    SURPASSING DESKTOP USE

    Source: 2016 Internet Trends - KPCB

    http://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trendshttp://www.kpcb.com/internet-trends

  • 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

    https://blog.dscout.com/mobile-toucheshttps://blog.dscout.com/mobile-touches

  • 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 AUDIENCES 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

  • Bacardis Mobile Story Has

    Evolved Along With Investment

    And Strategy.

  • EVOLVING BACARDIS MOBILE

    INVESTMENT

    99% YoY

    Decrease In

    Desktop Only

    Executions

    40% YoY Increase

    In Mobile Only

    Executions

    97% of FY17

    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

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