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The Challenge
How can we get millennials to add Perrier to their beverage repertoire?
Background Research Strategy Idea Success Q&ASocial
ZThe Business Objectives
Raise awareness, curiosity, and consideration of Perrier and Perrier with natural flavors
Drive millennials to purchase Perrier because they see the brand in a new light
Background Research Strategy Idea Success Q&ASocial
Reintroduce Perrier as the modern and relevant brand that it is
Help drive 24-hour consumption
Incorporate both flavored and unflavored varieties
Show that Perrier not only fits a millennials lifestyle, it enhances it Keep it Perrier
The Ask
Background Research Strategy Idea Success Q&ASocial
Our Target: Millennials
43 million in the U.S. Emphasize social status Value experiences over things Crave interactive brands Reject traditional advertising
Adventurous with flavors
Background Research Strategy Idea Success Q&ASocial
Stacks of articles read
Numerous people surveyed Hundreds of words exchanged
Countless hour spent
Resets: 10
Research
Background Research Strategy Idea Success Q&ASocial
Sharing stories
Staying relevant
Unique experiences
Individuality
Our Audience: The Social Guru
Background Research Strategy Idea Success Q&ASocial
We Know Perrier
STYLISH | DARING | FUN | SEXY | FRENCH | OFF-BEAT | ECCENTRICICONIC | ARTSY | UNEXPECTED | HIGH QUALITY | PURE
Background Research Strategy Idea Success Q&ASocial
The Cultural Tension
The Brand’s
Best Self
The Big IdeaL
What is The Big IdeaL?
Background Research Strategy Idea Success Q&ASocial
The Big IdeaL
Background Research Strategy Idea Success Q&ASocialBackground Research Strategy Idea Success Q&ASocial
Cultural TensionMillennials
fear being irrelevant. Without memorable
experiences, they don’t have a
story to tell.
The Big IdeaL
Background Research Strategy Idea Success Q&ASocial
Perrier’s Best Self
Perrier makes water an experience.
The Big IdeaL
Background Research Strategy Idea Success Q&ASocial
Cultural Tension
Millennials fear being irrelevant. Without
memorable experiences, they don’t have a
story to tell.
Perrier’s Best Self Perrier makes
water an experience.
Perrier believes the world would
be a better place if we had MORE
memorable experiences
everyday.
The Big IdeaL
Background Research Strategy Idea Success Q&ASocial
24-hour consumption 12 live & sharable social events #AllDayPerrier
United States of Perrier
Background Research Strategy Idea Success Q&ASocial
Feeling a mid-day slump coming on…
…and you need a pick me up…
AfternoonBackground Research Strategy Idea Success Q&ASocial
Afternoon cont.And the games have begun.Concession treats. Entertainment. Drinks.
Background Research Strategy Idea Success Q&ASocial
You’re on your way to the party…
…but the party’s already started
…and you’re invited.
EveningBackground Research Strategy Idea Success Q&ASocial
Initial Perception
Post Event Purchase
Consideration
Active Evaluation
Customer Decision Journey
Background Research Strategy Idea Success Q&ASocial
Social Strategy
AWARENESS SUSTAINABILITY
#ALLDAYPERRIER
ENGAGEMENT
Phase 1 Phase 2 Phase 3
Background Research Strategy Idea Success Q&ASocial
Social Strategy
AWARENESS SUSTAINABILITY
#ALLDAYPERRIER
ENGAGEMENT
Phase 1 Phase 2 Phase 3
Background Research Strategy Idea Success Q&ASocial
Z Facebook Instagram Twitter NYC Map
Social Strategy
Background Research Strategy Idea Success Q&ASocial
Social Strategy
AWARENESS SUSTAINABILITY
#ALLDAYPERRIER
ENGAGEMENT
Phase 1 Phase 2 Phase 3
Background Research Strategy Idea Success Q&ASocial
Social Strategy
AWARENESS SUSTAINABILITY
#ALLDAYPERRIER
ENGAGEMENT
Phase 1 Phase 2 Phase 3
Background Research Strategy Idea Success Q&ASocial
Social Strategy
AWARENESS SUSTAINABILITY
#ALLDAYPERRIER
ENGAGEMENT
Phase 1 Phase 2 Phase 3
Background Research Strategy Idea Success Q&ASocial
KPIs
#AllDayPerrier
These Waiters On Skates Will Serve You Coffee!
FPO
This weekend Perrier unleashed a troop of cheerleaders with candy, a 4-piece brass band, and waiters on skates serving you coffee (yeah, you heard me)
Background Research Strategy Idea Success Q&ASocial
The Budget 9%6%
9%
45%
30%
The Experience Promotion Microsite Contingency Agency Fee
$351,100
Background Research Strategy Idea Success Q&ASocial
Summary: The Addressed
Re-introduced Perrier as the modern and relevant brand that it is
Directly drove 24-hour consumption
Incorporated both flavored and unflavored varieties
Showed Millennials how Perrier can enhance their lives Kept it Perrier
Background Research Strategy Idea Success Q&ASocial
Morning Afternoon Evening
Product: Perrier Original (Perrier Frappes) Characters: Roller skate waiters Location: Soho, NYC Props: Perrier Music, coffee cups, Perrier art truck
Product: Perrier flavors Characters: Perrier athletes, referee Location: Dumbo, Brooklyn Props: Perrier Music, megaphone, cotton candy, net, beach ball, Perrier art truck
Product: Perrier flavors Characters: Perrier cheerleaders Location: Chelsea, NYC Props: Perrier Music, Perrier art truck
The plan
ZMorning Good morning, New York…Perrier truck rolls around Soho and parks on Broadway. New York is just waking up. The weekend has begun. …need a coffee?Perrier waiters on roller-skates come out of the truck handing out free Perrier originals. Meanwhile the truck open its windows and starts serving Perrier Frappes, a free coffee for your morning.
Z
AfternoonFeeling a midday slump coming on…Perrier truck pulls up to the flea market is in full swing and the streets are bustling.
…need a pick-me-up?Hear the sound of a shrill whistle, the referee arrives. Next follow the athletes.
ZEvening
And when you’re on your way to the party…Meatpacking district as people are pulling up to the club Speakers on van start to play Dubstep versions of classical music.
…and you realize the party’s already started…Perrier Cheerleaders come out and start dancing around the van drawing attention.
…and you’re invited.As people start to make their way to the clubs, Perrier is handed to them w/ tags that have suggested alcohol pairings.
Total Social Media Output
EXTRAORDINAIRE AWARE ENGAGE REMEMBER
#ALLDAYPERRIER
EXTRAORDINAIRE AWARE REMEMBER
#ALLDAYPERRIER
EXTRAORDINAIRE AWARE ENGAGE REMEMBER
#ALLDAYPERRIER
ENGAGE
Total Social Media Output
embedded extraordinaire commercial, brand personalities
official / unofficial photos and videos from activation, #AllDayPerrier recap video promotion
embedded official recap video
microsite, photos of city maps, #AllDayPerrier
:15 clips of the commercial, photos of brand personalities
official recap video, photo and video #TBTs
captions with hints, city map photos, #AllDayPerrier
pithy tweets dropping hints about the activation, photos of personalities
official / unofficial photos and videos from activation, #AllDayPerrier recap video promotion
official recap video, photo and video #TBTs
tweets talking about activation, tinyurl driving to microsite, #AllDayPerrier
2 weeks before 1 week after1 week before activation 2 weeks after +
official / unofficial photos and videos from activation, #AllDayPerrier recap video promotion
Results of our activation:
• Increase in consideration • Social impressions • Likes, comments, views all weighted differently • Earned Media • Buzzfeed or other millennial related media • Facebook trends • Create advocates for the brand amongst millennials • More people converted to drinking perrier • Increased subscriptions to ready refresh
KPIs
SourcesSlide Research Research https://www.perrier.com https://www.emarketer.com http://www.mintel.com http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf http://www.simplymap.com/ Survey https://www.qualtrics.com The Big ideaL http://www.ogilvy.com/On-Our-Minds/Articles/November_2010_The_big_ideaL.aspx The Buzz http://www.emarketer.com/Article/Millennials-Politics-Social-Media-Usage/1013475 http://awgadvertising.com/a-winning-combination-social-media-experiential-marketing/ https://socialmediaweek.org/blog/2015/07/marketing-to-millennials/ The Budget
SourcesGeometry Global Social @ Ogilvy https://www.4imprint.com/tag/541/Disposable-Cups/t/250 http://sakida.com/index.html http://www.foryourparty.com/products/favors-and-accessories/tags/ https://www.4imprint.com/tag/690/Beach-Ball http://www.bjs.com/hathaway-portable-volleyball-net-system.product.3000000000000509622.item.3000000000000509623?cm_mmc=Google-_-PLA-_-SEM-_-Hathaway+Portable+Volleyball+Net+System&gclid=Cj0KEQjwlNy8BRC676-W0JezxbwBEiQA4Ydg0WgBiOnUPczqoSdVXPx3-R1OlhToz5jv3nHtlb8ssj4aAtlG8P8HAQ http://fctechgroup.com/2010/07/13/the-cost-of-digital-marketing/ http://graffitimurals.com.au/pricing/ https://www.snapchat.com/geofilters Guiding/Influencial Research
Budget BreakdownTotal Cost: $351,100
Categories: City Permission = 22,400 – 6.4% Afternoon:
- 5,000/city x 4cities = 20,000 300/curb stop x 8 stops = 2,400
Perrier-branded Food Truck = $62,000 – 17.7% •Food Truck w/wrapping and equipment ($60,000) •Gas: (7,700miles/10mpg = 770 gallons x $2.30/gallon = $1,771~$2,000)
Experience = $34,340 – 9.8% •Hire Actors o Waiters (10) o Sexy Girls (10) o Clubbers (10) o Crazy Firework Guys (5) o Tennis Players (6) o Tennis Referee (1)
•Total people - 42 x 1 day (5 hours) x 4 cities x $20/hour : $16,800
Budget Breakdowno Costumes: $100 x 42 people = $4,200
•Videographer: 1,200/day (2 man crew) x 4 cities: $4,800 •Food/Drink Supplies o Perrier Frappe ($1.42 x 2,500 = $3,550) ♣ Cups (max .99c each) • Instant coffee/coffee powder (.47c/oz = 16c per coffee) •Caramel syrup (.41c/oz = 27c per coffee)
o Cotton Candy - Branded ($1.00 x 2,500 = $2,500) o Tags for Perrier Bottles - ($90.00 per 2,500) - 4Imprint
•Perrier: $2,000 •Tennis o Balls - ($1.00/ball - 150 = $150.00) o Net- $100.00 Total: $250.00
Promotion = $147,360 – 42% •Promotion o Social Promoted/Sponsored posts - talk to social team. ♣ Instagram - 6 posts x 4 cities : 72,000 ♣ Facebook - 6 posts x 4 cities : 72,000 ♣ Snapchat Filter ($280/day per city) (4 cities x 3 locations = $3,360 per day)
Budget BreakdownMini Site = $30,000 – 8.5% •Micro Site (ranges 30,000- 80,000) Probably 30,000 b.c simple
Street Artist = $5,000 – 1.4%
Contingency = 20,000 – 5.7% Agency Fee (10%) = 30,000 – 8.5%