Getting consumers engaged fast and at low cost

1. APPLICATION FORM<br />Award Category: Making Marketing Simpler Award<br />Program / Project: “Digital Promotion”.<br />Name (Group or individual): Argentina Mkt Wines Team (Lucila Hansen / Gustavo Belaustegui).<br />Market / Cluster: Argentina / Southlac<br />Context: - Wines is the 2nd largest category in the argentine Alcoholic Beverage market (after beer), and has the highest consumer penetration. This category is highly competitive and fragmented (average of 3000 skus, 1340 wineries). Consumers tend to move within top 10 traditional wineries, but new alternatives and an aggressive promotional context makes difficult to keep brand loyalty.- Argentina has the highest Internet penetration in Latinamerica, the digital competitive environment is very strong. - Even though Navarro Correas has its own website, it´s performance in terms of traffic was below expectations.- We had some budget limitations to promote traffic to the site.<br />Objective: Increase our current data base (2500 consumers) in a simple and fast way to drive loyalty and engagement with consumers.Brief description of the activity: -We decided to make a partnership with a specialized Gourmet digital media instead of only buying online media. Together with them, we developed a site were consumers could recommend the site to other consumers and win a trip to our wineries in Mendoza under the “Visit the place where we create our art” concept (linking the promotion to our KBB). -This agreement included sending a newsletter to its data base (250.000 contacts).-We also and pulled the promotion with a complementary digital plan that contained: Social Media (Facebook), Portals (Yahoo, Msn) and main local media (Clarin, La Nacion).-The site was fully developed in only 2 weeks (5 sections with product and winery information), and the cost of the production including impressions and newsletter was very cost efficient: u$d 8500. Detail of outcome achieved:We raised our Navarro Correas consumers data base, from 2.500 to 33.000 generating traffic to the site and interacting with consumers. Detail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th<br />