Download - Polar Ice Case Study
Transcript
- 1. Case Study:How Polar Ice Vodka Echoed through Social Media to Reach Fun Seekers Feb 25 / 2010
2. What well cover today
- Introduction
- Background on Polar Ice Vodka
- Our digital task
- Finding & creating the right digital mix
- Results
- Whats next
3. About Me
- Follow me here:
- twitter.com/phryl
- burningthebacon.com
- linkedin.com/in/phryl
- slideshare.net/phryl
- Phil Barrett (.mobi)
- VP Digital & Mobile
- CMA Digital Council
- Mobile Evangelist
- 360 Marketer
- BSTREET Communications
- Toronto & London, UK
4.
- Speaks to your most valuable consumers
- Travels across all marketing disciplines
- Optimizes your marketing spend
- Drives equity, sales and market share
SmartIdeas TM BSTREET is a marketing communications agency dedicated to creating for your brand. 5. 6. About Polar Ice Vodka
- 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.
- Quadruple distilled and triple filtered for a legendary clean, smooth taste, Polar Ice is the largest selling Canadian vodka brand
- Bronze Medal Winner - the Beverage Testing Institute 2008
- Double Gold Medal Winner - the San Francisco World Spirits Competition 2003
7. Background
- BSTREET hired to redevelop visual identity system for the brand in 2008
- Targeting 19-25 funseekers
- Vis had to live across retail, trade, print and online
- No existing website or online presence
8. Our Digital Task
- Establish online consumer position as a brand site / bring to life the PIV identity system that can also support ongoing promotions
- Extend online experience to other social media tools in order to engage fun seekers
- Incorporate unique position as Canadian vodka with specific content to differentiate from other vodka sites
- Create an experience that will create word of mouth (WOM) buzz
9. 10. Finding the right Digital Mix 11. BSTREET Media Mix Philosophy(from last year) 12. 13. Twitter Content Plan
- Weekly content schedule that focused on lifestyle not just product
- Content was pre-loaded weeks in advanced & auto-published using free twitter tools
-
- #musicmonday
-
- #martinimonday
-
- #filmreviewfriday
-
- #WhatEverHappenedTo
-
- Featured drink recipes
-
- Misc quotes, questions, and statements that resonate with the fu seeker
14. 15. Extending to facebook
- Launched facebook fan page at the same time as the PIV website (as opposed to creating a group or Application)
- Site became extension of website & incorporated many of the same design elements
- Strong call to action back to the website
- Product & recipe content also lives on the fan page
- Overall the facebook experience needs to be relevant, timely, and aligned with other channels
16. 17. 18. Other Vodkas on Facebook
- 637 fans
- 2,952 fans
- 897 fans
19. Social Media Summary
- Both channels are proving to be effective in reaching our target demographic in the channel of their choice
- WOM is helping with acceleration of fans
- Small investment in social ads resulted in huge exposure for brand on facebook
20. Website
- Our assignment? Create a brand site that goes beyond what the category has done traditionally by integrating social media extensions into the website experience
21. Our Inspiration 22. Lessons learned from Skittles
- Over 2000% increase in traffic in one week
- Massive social media buzz & word of mouth although much of it was not positive
- Although bold & successful in many ways, they lostALLcontrol of the brand
- They didnt really engage / join the conversation so didnt follow the true spirit of social media
23. More Inspiration 24. The Smart Idea: Syndication vs Stickiness
- Go beyond a traditional flash only brand / promotional website
- Create an EXPERIENCE that will interest fun seekers and
- Engage them in ways they are already familiar with in social media
- Overall create content and experience that will syndicate across multiple channels
25. Make the PIV Experience Social
- The socialscape created for the PIV website will echo tweets from the twitterverse
-
- Pre-filtered / formatted tweets with common words (brand attributes, fun seeker attributes) will appear to echo from the landscape and in real-time
-
- User can input their own words
-
- Link to PIV twitter page
-
- This allows us to leverage user generated content and social media while maintaining control of the brand
-
- Content can be seeded
-
- Content can come from a specific event to correspond with on trade activities
-
- Users can enter their own words to change stream
26. Other features
- User can change / choose from ~5 different socialscapes that are specific to regions of Canada
- Fun seeker can change the music loop that starts playing when they land on the website
- Incorporated sharing widgets & easy links to facebook and twitter channels
27. 28. LIVE DEMO 29. Other results 30. 31. Key Insights
- Content is king allocate more to content than programming & design
- Experience that syndicates allows us to engage the target market in the channel of their choice
- Employing our 70 / 20 / 10 digital marketing mix enabled innovation while still delivering a platform that met objectives
- The echo tool resonated with everybody but was too much of an Easter egg
- Facebook was the most cost effective channel and had the most engagement
32. BSTREET Media Mix Philosophy (Updated Jan 2010) 33. WHATS NEXT (live demo) 34. QUESTIONS?