2. An international
Group
staff members18,523
of Profit from Recurring
Operations realized
outside of France*
92%
6 BRAND
COMPANIES
80 MARKET
COMPANIES
101 PRODUCTION
SITES
* FY 2013/14
2
3 REGIONS
3. A well-defined segmentation:
The house of brands
The Pernod Ricard
House of Brands
global icons
strategic
Premium spirits brands7 strategic Prestige spirits
and champagne brands5
Priority
Premium wine brands5
2
3
18 key local brands
TOP 14
6. Create seamless, personal experiences connecting consumers
through to conversion and advocacy
6
CATCH CONNECT CONVINCE CONTINUE
Individual
Moments
thatmatter
Catch people’s attention & invite
them to experience our brands
Allow them to become “known”
by the brand and create a
dialogue
Search
Content
Channels
Commerce
Data / Programmatic
9. While brown spirits continues to rise in popularity
9
Changing Tastes
After years of outpacing the industry, growth in U.S. vodka
sales is slowing whiskey taker over.
Volume growth in total U.S. spirits, vodka and whiskey, change from previous year
6%
4
2
0
-2
2007 2008 2009 2010 201 2012 2013
Whiskey
Total spirits
Vodka
13. We built an innovative strategy to drive results
13
STRATEGY // OAK BY ABSOLUT ABSOLUT | 4ABSOLUT GOES DARK // USER FLOW
VIDEO PRE-ROLL (36-42 TBC)
RTB
CTA’s
LINK OUT
DESTINATION
QUANTITY
WHAT IS OAK?
VERSION 1
“We Don’t Age”
VERSION 2
“Smooth & Bold”
WHAT DOES OAK
TASTE LIKE?
VERSION 1
“Lights Out”
VERSION 2 /
“Oak is the DJ”
HOW DO I DRINK OAK?
VERSION 1
“Rocks”
VERSION 2
“Ginger/Mule”
WHERE TO BUY DELIVER NOW LEARN MORE
Store Locator Minibar
Drizly
(a) Product Page
(b) Recipe Page
6 6 12
ORDER NOW
(a) Reserve Bar
(b) Casker's (TBD)
6 - 12
A / B TESTING A / B TESTING
Sequential Messaging Sequential Messaging
CATCH
CONNECT
CONVINCE
14. INSPIRATION
& DISCOVERY
RETARGETING PURCHASE ARRIVAL & USAGE
Brian’s at work on a Friday, counting
down the hours until he’s free to have
drinks with his friends.
While taking a break and skimming
through scores on ESPN, he is served
an ad from Absolut showcasing
videos that introduces a brand new
Vodka product and answers his
question,
“ what is Oak by Absolut” and “what
does it taste like”?
Intrigued by this brown vodka, he
clicks on the “Discover Now” CTA
button and finds himself on Absolut’s
website.
Where he sees the “Buy Oak Now”
button.
Emotion: Intrigued, skeptical
Feeling skeptical at purchasing a bottle
online, Brain decides to wait and stop
by his local liquor store on his way
home.
The day’s finally winding down and
Brian is skimming through his
Facebook newsfeed on his mobile
device.
Scrolling through the newsfeed he
sees an ad for Oak by Absolut,
featuring multiple images of the bottle
and a cocktail that resembles a whisky
ginger. Encouraged, he decides to
click on the ad and once again be
driven to an opportunity to purchase on
an e-commerce platform.
Emotion: Re-engaged and curious
• Once on the Minibar product page,
he notices that Absolut and Minibar
offer free delayed Shipping.
• He decides the convenience
outweighs his previous
hesitations and selects two 1L
bottles, then checks out.
The bottles of Absolut are conveniently
delivered to his apartment, at the
desired time, saving Brian a trip to the
liquor store so he can focus on
preparing for his party.
Emotion: Thankful and excited
Not only did we find the right consumers,
we engaged them at every point in their journey
14
Meet Brian: A 26-year old Denver young professional looking to throw an impromptu party at his apartment
15. Across all channels, for a digitally powered test,
learn, optimize and repeat solution
15
CONTENT
AB tested video content to
identify top performer and drive
for efficient video engagement.
Tested multiple CTA creative to
identify purchase triggers and
e-commerce trends.
DATA/ PROGRAMMATIC
Gained reach across a vast
array of sites by layering in
strategic target segments via
Programmatic buying to drive
efficient results at scale.
SEARCH
Leveraged search trends to
identify strategic keyword
targets, capturing both
undecided users and relevant
demand, allowing us to own
share of voice and drive users
straight to purchase.
COMMERCE
Moved consumers from
interactive content to off-
premise trial, providing a path
to purchase via Reserve Bar
and Minibar.
16. We surpassed expectations and
built a strong foundation for growth
16
REACH
Delivered 11% more
Reach than initial
ComScore projections
IMPRESSIONS
Delivered 4.5% more
Impressions through
constant optimizations
VIDEO COMPLETIONS
Surpassed video
completion benchmarks
with over 2000% more
Video Completes
17. CONVERSION
• Video completion rates where significantly higher on mobile devices than on
desktop.
AWARENESS
1. Rich Media played a strong role, telling the Oak story in a visually impactful way, with users spending an
average of 19 seconds with the desktop unit. As well, it’s important that creative fits within the given
platform as we were able to boost tablet engagement rate from 1.33% in Incubation to 68.58% after
reformatting.
2. Mobile remained a strong source of search traffic and engagement with consumers engaging with Oak ads
at a 15% higher rate than other devices.
CONNECTION
• Oak messaging drove conversions of other Absolut offerings.
CONTINUE • Retargeting serves to efficiently push users down the purchase funnel
What We Learned:
For the past three years, we have been on a journey.
Not just my team. Not just the Digital & Media Team – but all of us.
We had to start leveraging the tools, resources and disciplines in an integrated way as a regular element of our consumer experience planning – all of us.
Ultimately, we need to start optimizing the digital disciplines to move consumers through personal journeys with our brands to conversion and advocacy.
The vodka category has become hypercompetitive in recent years, while brown spirits continue to rise in popularity. This has left Absolut struggling to be seen as a leader or credible innovator. With the launch of their new product, Oak by Absolut, 360i was tasked with the challenge to build awareness, educate consumers and ultimately drive trial within the campaign’s “soft launch” parameters.
The vodka category has become hypercompetitive in recent years, while brown spirits continue to rise in popularity. This has left Absolut struggling to be seen as a leader or credible innovator. With the launch of their new product, Oak by Absolut, 360i was tasked with the challenge to build awareness, educate consumers and ultimately drive trial within the campaign’s “soft launch” parameters.
The vodka category has become hypercompetitive in recent years, while brown spirits continue to rise in popularity. This has left Absolut struggling to be seen as a leader or credible innovator. With the launch of their new product, Oak by Absolut, 360i was tasked with the challenge to build awareness, educate consumers and ultimately drive trial within the campaign’s “soft launch” parameters.
Use the video as the transition into the opportunity of the Oak by Absolut campaignDuring the “Incubation Period”, we saw an opportunity to: Test multiple types of creative content across a wide variety of touch points/tactics to Learn what resonates with our target audience and Optimize our media to drive results
Notes from work-session
Absolut took a chance with a whole new product, with a whole new translation to
4-5 targeting segments in display video. (we don’t need to worry about being narrow because we’re bidding in the open web)
We narrowed to 2-3 segments (music and entertainment)
Start big, scale down
Social:
Initially it was the same. Now we need to be a broad as possible to get enough reach. With Instagram we can create custom audiences based on views and completed videos. From that, we started extracted all data with FB and optimized the segments.
The optimization doesn’t start before 72 hours it’s launched.
Estimated:
Projected 13.7MM Impressions based on avg. CPM We Delivered 14.31MM Imps.
ComScore Projected: 67% Reach We Delivered over 74%
We Projected 75K Video Completes based on avg. CPCV We Delivered 2.1MM
4.8x Frequency
291 Conversions = Reserve Bar= 187 conversions total + Minibar= 104 conversions total
For any campaign that lacks awareness, the approach should always be around test/learn/optimize approach. We’re starting to see so much competition in the bid market that it’s not efficient. Budget was larger in the beginning to determine that. When we got more efficient –
The broader we go, the more we’re spending to reach.
More targetted, the universe size is smaller. We also played with the market’ sizes.
We needed more content. Taking a step back and refocusing on the objective. 2 pieces of content per question was the minimum needed.
Ensure the content matches the platform. Consumer have very different expectations.