26.10.2016_Pernod Ricard Rouss, Андрей Данилов & Мария Злобина
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Transcript of 26.10.2016_Pernod Ricard Rouss, Андрей Данилов & Мария Злобина
JAMESON TAKE IT IRISH: DIGITAL PLATFORM AND CRM
АНДРЕЙ ДАНИЛОВ PERNOD RICARD ROUSS
CRM & DIGITAL MARKETING MANAGER
МАРИЯ ЗЛОБИНА TRAFFIC ISOBAR
CRATIVE TECHNOLOGY MANAGER
AWARENESS GROWTH + 5%
2014 2015
75% 70%
LET'S TAKE A LOOK AT THE BHT RESULTS
(based on IPSOS data)
2014 2015
75%
2014 2015
58% 63% 70%
AWARENESS GROWTH + 5%
CONSIDERATION GROWTH + 5%
LET'S TAKE A LOOK AT THE BHT RESULTS
(based on IPSOS data)
2014 2015
75%
2014 2015 2014 2015
15% 17% 70% 58% 63%
AWARENESS GROWTH + 5%
CONSIDERATION GROWTH + 5%
TRIAL GROWTH + 2%
LET'S TAKE A LOOK AT THE BHT RESULTS
(based on IPSOS data)
2014 2015
75%
2014 2015
58% 63%
2014 2015
15% 17%
2014 2015
9% 12% 70%
AWARENESS GROWTH + 5%
CONSIDERATION GROWTH + 5%
TRIAL GROWTH + 2%
ADVOCACY GROWTH + 3%
LET'S TAKE A LOOK AT THE BHT RESULTS
(based on IPSOS data)
FOR MORE THAN THREE YEARS WE HAVE WORKED IN DARK MARKET. THE COMPLEX AREA WHERE ALMOST EVERYTHING IS FORBIDDEN…
…ALMOST.
WE HAVE MANAGED TO BUILD A FAIRLY COMPLEX BRAND ECOSYSTEM.
INSTEAD OF ALL THIS COMPLEX ECOSYSTEM
COMMUNITY OFFLINE EVENTS
THERE WERE THE ONLY SOCIAL AND EVENTS.
AND THIS IS WHERE OUR JOURNEY BEGINS!
Jameson Russia FB community
2014
FIRST OF ALL WE USED A COMPLETELY NEW APPROACH.
WE CALLED IT PRODUCT CENTRIC CONTENT APPROACH
WHAT IS PRODUCT CENTRIC CONTENT APPROACH?
IT DOES NOT MATTER IN STATICS OR
DYNAMICS PRODUCT - CENTRE OF
COMMUNICATION
OFFLINE
EVENTS EVENTS CRM + +
WE'VE ADDED A COMPLETELY NEW ELEMENT:
CRM SYSTEM
SM
COMMUNITY
TAKE IT IRISH DIGITAL PLATFORM
AND IT ALL COMBINES INTO
TAKE IT IRISH OR TII
2015
NOW WE HAVE CREATED A UNIVERSAL SPACE, WHICH WAS EQUALLY COMFORTABLE FOR ALL JAMESON FRIENDS
AND NOW WE NEED TO GROW IT
NO ONE ENTERED THE PARTY WITHOUT BEING TRACKED BY THE CRM SYSTEM
CAUSE OF THE TII E-TICKETS PLATFORM
HOW E-TICKETS WORKS?
GET CODE REDEEM CODE ON TII
GET E-TICKET JOIN THE PARTY
FROM AGENCY OR CLIENT OR REQUEST VIA TII REGISTRATION REQUIRED
TICKETS SENT TO THE REGISTRATION E-MAIL
WE VERIFY TICKET THROUGH QR CODES
INTERACTIVE
COMMUNICATION
REWARDS
TAKE IT IRISH IS: TO ENGAGE INTO INTERACTIVE ACTIVITIES AIMED TO SHARING AND RETENTION
NEWSLETTERS THAT ARE CLOSER TO THE MAGAZINE RATHER THAN E-MAIL
THE MOST ACTIVE USERS ALWAYS HAVE THE CHANCE TO RESIVE PRIZES FROM THE JAMESON
TAKE IT IRISH IS:
UNDERDOG CHALLENGE
INTERACTIVE
COMMUNICATION
REWARDS
NEWSLETTER
TAKE IT IRISH IS:
INTERACTIVE
COMMUNICATION
REWARDS
MERCHANDISE CORNER
TAKE IT IRISH IS:
INTERACTIVE
COMMUNICATION
REWARDS
HOW WE RECRUITE NEW AUDIENCE?
RIGHT AUDIENCE IN THE RIGHT PLACE
GUEST MANAGEMENT
DIGITAL RECRUITMENT
AND NOW LET'S TAKE A LOOK AT THE TRULY INTERESTING RESULTS.
TAKEITIRISH.RU STATS
00:02:54 Avg.Session Time
7,58 View depth
XX 000 Base
23% Active Users
AND NOW LET'S TAKE A LOOK AT THE TRULY INTERESTING RESULTS.
NEWSLETTERS STATS
46,7% AVG OR
29% AVG CR
2017
OUR NEXT GOAL IS TO DIG DEEP INTO TRADE INTEGRATION.
TRADE INTEGRATION
AND OF COURSE WE WILL CONSTANTLY IMPROVE THE QUALITY OF TII PLATFORM
OUR GOALS
BRANDED EVENTS
MULTICHANNEL INTEGRATION + ONLINE
STORYTELLING + =