Date post: | 23-Jan-2017 |
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Education |
Upload: | mobile-marketing-association |
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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
1 BILLION PEOPLE ACCESS
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