Blue Team "PreVail" Brand Hack Presentation - DAIC, 8/25/15
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The Blue Team (a.k.a. "PreVail")'s brand hack presentation for tequila at Digiday Agency Innovation Camp in Vail, CO - August 25, 2015.
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Blue Team "PreVail" Brand Hack Presentation - DAIC, 8/25/15
- 2. HQ in Vail, Colorado with one impressive office in the Vail Cascade Resort & Spa. “PreVail is a lion in an industry full of sheep” “They simply do it better than everyone else” “Quite honestly, I’ve never seen better looking people” Launching 48 hours ago and built out of pure passion. We are a hand-selected team made of the brightest minds in the nation. Who is PreVail? PREVAIL IS CREATIVE. PREVAIL IS AWARDED.PREVAIL IS VAIL.
- 5. TEQUILA SEES 2.3X THE GROWTH OF OTHER SPIRITS 4x CASES IN The Good News
- 7. 7
- 8. 8
- 9. 9
- 10. TARGET
- 11. 11
- 12. 12
- 13. Our target audiences are unique; they stand on their own. They aren’t ultra lux & they aren’t racing to be the drunkest person at the party. But if they are, they’re unapologetic. They work hard & have a lot to celebrate. They are craving knowledge and thirsty for new experiences. We celebrate those individuals and raise a glass to the everyday things that make them unique. ¡SALUD! TO [ YOU ].
- 14. CREATIVE
- 15. SALUD TO [ the weekend ]
- 16. SALUD TO [ 5:00 ]
- 17. SALUD TO [ this moment ]
- 18. SALUD TO [ us ]
- 19. SALUD TO [ amigos ]
- 20. SALUD TO [ just doing it ]
- 21. SALUD TO [ tacos ]
- 22. SALUD TO [ ]
- 23. SALUD TO [celebrations ]
- 24. SALUD TO [ SALUD ]
- 25. ¡Salud! to [the unapologetic, the bold and the confident] ¡Salud! to [the tastemakers, the craft makers and the cultivators of cocktails] ¡Salud! to [pure agave, farm to bottle and 20 years of perfecting the process] ¡Salud! to [celebrating the small wins, the big wins and every stop in between] ¡Salud! to …. [ You ].
- 26. ACTIVATION PLAN
- 27. • 3 key markets: LA, Miami, NY • Interactive walls • Document socially OOH Buzz • Social influencers • Weekly content series amplified on Facebook, Twitter, Tumblr, Instagram Social Amplification • Blue Apron • 2-3 Editorial Partnerships • Syndication through networks Digital Syndication 6 week launch starting in April to align with post-spring break mentality leading up to Cinco de Mayo
- 29. } Social Influencer Program – Authentic content from foodies, socialites, musicians, mixologists } Evergreen Content – Create a daily series of irreverent, playful content celebrating everyday moments of salud
- 30. ¡Salud! to…. the perfect pair. Blue Apron Integration
- 31. } Curate custom content highlighting local tequila bars, cocktail recipes, how-to highlights, etc. *Sample partners
- 32. Programmatic Buying with Custom Audience Segments Millennial + Leverage first party data of adults 18-24 and sites that engage with Tech-Savvy, Social, Reality TV, etc Geo targeted Lat and long targeting to heavy up on key DMAs (NYC, LA, Miami) eCommerce Purchasers Target first party data of people who have purchased Esquire Magazine and/or home bar products Drizly, FoxTrot and UrbanDaddy app installers Target users who already have the UrbanDaddy or Drizly app installed with a Salud CTA
- 33. OOH 15% Digital Creative 5% Social 30% Digital (Direct) 20% Digital (Programmatic) 29% Brand Study 1% *Sample allocation subject to change upon partner negotiations
- 34. SALUD TO [ Comfy Undies ]
- 35. SALUD TO [ Fairs ]
- 36. SALUD TO [ Digiday ]
- 38. APPENDIX
- 39. • 52% M/48% F • largest segment: A21–29 • audience size: 22.2MM BROS EDUCATION: SOME COLLEGE I LIKE TO LIVE A LIFESTYLE THAT IMPRESSES OTHERS I ENJOY BEING THE CENTER OF ATTENTION AMBITION: ASPIRING TO GET AHEAD (VERY IMPORTANT) FREEDOM: HAVING FREEDOM OF ACTION AND THOUGHT I WEAR DESIGNER BRANDS PARTLY TO IMPRESS PEOPLE • 45% M/55% F • largest segment: A30–39 • audience size: 6.3MM PROS EDUCATION: BACHELOR S + I CONSIDER MYSELF SOPHISTICATED I LIKE DOING THINGS THAT ARE NEW AND DIFFERENT AUTHENTICITY: BEING TRUE TO MYSELF (VERY IMPORTANT) I WOULD LIKE TO UNDERSTAND MORE ABOUT HOW THE UNIVERSE WORKS I D PAY MORE FOR A PRODUCT CONSISTENT WITH THE IMAGE I WANT TO CONVEY PEOPLE OFTEN ASK MY ADVICE WHEN IT COMES TO FOOD Source: MRI 2015 WORK HARD, PLAY HARD A21-35 Employed College educated Social leaders Celebrate individuality View what they drink as part of their identity Passionate about music, sports and food
- 40. OOH 15% Digital Creative 5% Social 30% Digital (Direct) 20% Digital (Programmati c) 29% Brand Study 1% Media Budget Creative OOH $150,000 Social Influencers $30,000 Digital Creative $20,000 Social Faceboook $150,000 Twitter $50,000 Tumblr $60,000 Instagram $50,000 Digital Programmatic $290,000 Premium Publishers $200,000 Brand Study (Optional) $10,000 *Sample allocation subject to change upon partner negotiations
- 41. } Adapt strategy based on campaign learnings (engagement rates and brand study metrics) } Evergreen social listening/response } B2B marketing to bars and bartenders } Custom in-store and on premise activations } Video series highlighting local stories } Large scale OOH in strategic markets