1. 1. DIGITIAL: NO LONGER A BOLT ON EVEN THE MOST TRADITIONAL DRINKS REQUIRE MARKETING IN THE DIGITALAGE HANNAH FISHER SENIOR BRAND MANAGER ISLAY SINGLE MALTS
2. 2. WHO AM I?
3. 3. DIGITAL NO LONGER A BOLT ON 10 years ago, agencies were embracing digital. However, clients still veered towards traditional media. Forward thinking clients would allow a digital bolt on for existing campaigns. 5 years ago in the world of whisky, you probably had a website (full stop)! 2009 2012, marketing programmes around whisky focused on: TV PR Packaging Sampling Point of sale in store and in bar Bar tender recommendations In 2012, there seemed to be a change with how single malts embraced digital.
4. 4. Now its the first type of media we think about. Social media is primary focus. Digital advertising is secondary focus. All other offline elements fall into line behind digital. Most importantly, all call to actions point people back online. GOING THROUGH THE CHANGE
5. 5. WHY HAS THIS CHANGED (ALMOST) OVERNIGHT FOR WHISKY? Single malt is emotional so people can express this online for free You belong to a global community in single malt. Social media connects you in to a World Whisky Club The opinion formers are mostly online. Blogs and media enthusiasts have become the authority Private members clubs for brands growing in strength. Becoming strongest way to build loyalty. Whisky is all about opinions, reviews and recommendations so can reduce risk (the price tag!)
6. 6. AN EXAMPLE BEST WAY IS TO DEMONSTRATE DIGITALS NEW FOUND IMPORTANCE IS THROUGH
7. 7. LAPHROAIG OPINIONS WELCOME
8. 8. GENERATED PR AND WON AD OF THE WEEK TWICE IN USA
9. 9. NEVER MIND THE PR, WHAT WERE THE RESULTS ONLINE. Metric Benchmark Total Expected Total Achieved % Difference Video views 2.2% VR (Portfolio) 224,000 2,300,000 +927% Opinion Submissions 0.5% Conv. (CPG) 269 2,050 +647% Social conversation 140/day (Previous) 141/day (Any growth) 152/day +7.8% Facebook engagement 7.20% (Portfolio) 7.21% (Any growth) 8.44% +17% Twitter engagement 4.04% (Portfolio) 4.05% (Any growth) 4.26% +5%
10. 10. SOCIAL MEDIA GENERATED A 31% INCREASE IN CONVERSATION 36% 41% 36% 40% 39% 45% 49% 30% 21% 18% 20% 28% 14% 15% 5% 5% 5% 5% 4% 4% 3% 16% 16% 20% 17% 13% 15% 16% 13% 18% 21% 19% 16% 23% 16% Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Share Of Voice History Lagavulin Belvenie Oban Ardbeg Laphroaig 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Mentions Social Mentions Other Comments Social Networks Blogs Forums News Twitter Twitter was largest driver which meant most views came from youtube vs. facebook Appears to have directly stolen share of voice from Ardbeg
11. 11. 0 100 200 300 400 500 600 700 800 6/1 6/8 6/15 6/22 6/29 7/6 7/13 7/20 7/27 8/3 8/10 8/17 8/24 8/31 9/7 9/14 9/21 9/28 10/5 10/12 10/19 10/26 11/2 11/9 11/16 11/23 11/30 12/7 12/14 12/21 12/28 Mentions Laphroaig Social Mentions 2014 Daily, 6/2-12/31 Benchmark (Prev.) Actual Halloween Advert: Halloween content drove nearly 2,000 mentions at 3.4 x benchmark daily conversations (over 4 days). Christmas Advert: Christmas content drove nearly 6,000 mentions (3 weeks) with daily conversations 2 x benchmark. Program launch Organic Twitter messaging Halloween video launch and PR Christmas FOUR DIFFERENT CREATIVE EXECUTIONS SHOW MENTIONS INCREASING OVERALL
12. 12. THANK YOU @hannahbanana83x