Uni Project

2. OBJECTIVES
Create awareness amongst 18-24 year olds of
Absolut’s wide variety of flavoured vodka
available in the UK. (Stated that a third of white
spirit buyers in the UK are more likely to drink
white spirits if they are flavoured. Vodka is the
most commonly used white spirit amongst 18-
24 year olds – Mintel 2013).
To reinforce the message that Absolut
flavoured vodka is of a high quality. ( 29% of
buyers of white spirits felt flavoured vodka is
of a lower quality – Mintel 2013).

3. AUDIENCE PERSONA
Adam
Owns an
iPhone
From the UK
University
Student
Enjoys
Clubbing
Likes
watching
football
19 years old
Likes to mix
vodka with
lemonade
Usually drinks
outside the
home
Works Part-
time
Single
Spends
around 4
hours per day
on social
media on
phone
Gambles
Online

4. AUDIENCE PERSONA
Sophie
Owns a
Samsung
Galaxy Phone
From the UK
Just graduated
from University
Rents a flat
with friends
Likes reality TV
21 Years Old
Likes to mix
vodka with
cranberry
Usually drinks
outside the
home
Works Full-
time
Single
Spends around
3 hours per
day on social
media on
computer

5. SOCIAL MEDIA
CHANNELS
Twitter – This will be our main channel to focus our Absolut social
media strategy on. We feel that twitter is best to use as over a third of
our demographic (18-24 year olds) are using twitter daily. We feel twitter
would be more effective to use than Facebook because there is less
active users within our demographic on there.
Facebook – We will also use Facebook as an extra channel to help
Absolut to achieve their objectives. The current Absolut Facebook site
has over 4 million likes displaying the fact that there is a large amount
of consumers using Facebook that are familiar with the Absolut brand.
Instagram – Lastly we feel Instagram will be a useful tool in highlighting
our intent in a more visually attractive manor. The Absolut account only
has just over 1000 followers so there seems like a need to increase the
awareness of Absolut as a presence on Instagram. 34% of Instagram
users come from out targeted demographic so it seems like a useful
channel to target.

6. SOCIAL MEDIA
EXAMPLE POST
Tweet –
Tweet us your most innovative Absolut Raspberri mix for
your chance to win your own 1L bottle.
#meetabsolutraspberri #drinkresponsibly

7. STRATEGY DELIVERY
PLAN
Every other day we will tweet offering the chance to win a
different flavour of Absolut Vodka.
We will encourage Facebook users to visit Twitter and tweet
us with their own idea for an Absolut vodka mix.
Ideas will be welcome after the first tweet which will be at
around 1PM (Twitter’s most active period).
Entries will no longer be considered after 8PM. This
promotes the Absolut brand at a time where people are likely
to be considering what they are going to drink on their night
out or at home that evening.
Finishing by this time will also limit the out of hours work
staff are constrained to.

8. STRATEGY DELIVERY
PLAN
Time
of Day
12AM
– 4AM
4AM-
8AM
8AM-
12PM
12PM-
4PM
4PM-
8PM
8PM-
12AM
Day of
the
week
Monday
Tuesday
Wednesday First Tweet Same Tweet
repeated
hourly until 8
Thursday
Friday First Tweet Same Tweet
repeated
hourly until 8
Saturday First Tweet Same Tweet
repeated
hourly until 8
Sunday

9. INFLUENCES
“The true power of Twitter is not to reach your own followers,
but to reach the followers of influencers in your market.”
(Connell, A. 2013) [Online] http://blog.kissmetrics.com/twitter-
users-and-influencers/
To reach a wider audience with our social strategy we will
plug our competition towards bars and clubs such as,
Ministry of Sound (452K Followers on Twitter), The
Warehouse Project (105K Followers on Twitter) Cream 15.2K
(Followers on Twitter).
We will also target our competition directly towards DJ’s of
the biggest clubs and resident DJ’s of smaller clubs.
DJ’s such as Calvin Harris, Knife Party, Chase and Status,
Pete Tong.

10. LEGAL
With Absolut vodka being 40% alcohol with a total of 26 units
per bottle it’s essential that we advise our demographic
audience to consume it in both a responsible and safe manner.
It is for this reason that when offering our products in
competitions on social media sites such as Twitter and
Facebook we will we use the hashtag #drinkresponsibly at the
end of each status. This will remind consumers of the risks of
drinking; especially such high-percentage drinks, and
encourage them to take care with the consumption of the
product. Similarly, when offering alcohol in these competitions
we will clearly state that participants must be 18+ to be eligible
for winning. This will deter younger people who are not of age
from entering the competitions and thus decrease the
possibility of under aged people consuming Absolut vodka and
the bad publicity that would come with this.

11. EVALUATION
We will look to measure the success of our strategy by
looking to see if sales figures for Absolut flavoured vodka
has increased. This will indicate if we have been successful
in achieving our objective of raising awareness of Absolut’s
flavoured vodka.
We will also monitor feedback from twitter users about what
they think of flavoured vodka to monitor if the general
perception of it being of a poor quality changes in any way.