Programmatic_testimonial.pdf

CONFIDENTIAL & RESTRICTED Digital Media Strategy in a Spirit Company Guest: Alyona Dvornikova CONFIDENTIAL & RESTRICTED Couple of words about me Digital marketing enthusiast, speaker (DES 2022, Programmatic Spain, eShow, SemRush meet ups) with more than 10 years of professional experience in ecommer...

CONFIDENTIAL & RESTRICTED Digital Media Strategy in a Spirit Company Guest: Alyona Dvornikova CONFIDENTIAL & RESTRICTED Couple of words about me Digital marketing enthusiast, speaker (DES 2022, Programmatic Spain, eShow, SemRush meet ups) with more than 10 years of professional experience in ecommerce and digital media. During the years, I was developing my career path in airline business leading content (from UX and SEO perspective) and paid media strategy (Search, Programmatic and Social). Later on, I was continuing to develop my digital skills and share my expertise in a financial sector, in particular, in American Express. Currently, I am leading digital paid media team in an FMCG Beam Suntory, being the responsible for all paid media plans and its implementation for all the steps of the funnel for EMEA and SA. Alyona Dvornikova LinkedIn: https://www.linkedin.com/in/alyona-dvornikova/ Email: [email protected] Agenda 1. Alcohol beverage advertising 2. Possible channel structure at FMCG company 3. How does Omnichannel Full Funnel Media plan look like? 4. Business case: Omnichannel Full Funnel Media Plan Simulation – Roku Gin 5. Q&A CONFIDENTIAL & RESTRICTED CONFIDENTIAL & RESTRICTED Any ideas of how spirit brands are planning digital media campaigns? Any ad recalls? CONFIDENTIAL & RESTRICTED How does spirit company advertising look like? Sponsorship Sponsored articles OOH Video: new taste Display banners CONFIDENTIAL & RESTRICTED CONFIDENTIAL & RESTRICTED Possible channel structure at FMCG company CONFIDENTIAL & RESTRICTED Off Trade Channel CONFIDENTIAL & RESTRICTED On Trade Channel CONFIDENTIAL & RESTRICTED eCommerce Channel Pure Players Bricks&Clicks Wine&Spirits Special Shops Quick Commerce CONFIDENTIAL & RESTRICTED How does Omnichannel Full Funnel media plan look like? Ful Funnel Omnichannel approach On Trade CONFIDENTIAL & RESTRICTED Off Trade AWARENESS eComm Brand awareness, visibiity and recall CONSISTANT CREATIVE IDEA eComm CONSIDERATION Brand consideration and interest Display & Search advertising PURCHASE Brand trial, sales In-store experience & engagement Events, on trade experience (samplings), cocktail menus CONFIDENTIAL & RESTRICTED Ful Funnel Media Connectivity Push Media AWARENESS Viewability, VTR, VCR, CPM Online Video Social Media PR Influencers & Sampling Audio & Podcasts CONSIDERATION CTR, Clicks, ER Search (SEO & Paid) Online Video Social Media (Organic & Paid) Newsletters Strategic Partnership of media investment Push & Pull Media 20% DATA CAPTURE & RETARGETTING of media investment CONVERSION Sales, CR 80% eRetailers Search & Other Media SALES On-Trade Sampling & Events Off-trade POS activation CONFIDENTIAL & RESTRICTED Business case: Omnichannel Media Plan Simulation Roku Gin Roku Summer Campaign CONFIDENTIAL & RESTRICTED Main objective – brand awareness and demand creation On Trade Roku Summer campaign activation Off Trade Roku Summer campaign activation Unique brand experience (ex. Japanese garden with Roku tasting etc) in Madrid & Barcelona. Launch of special microsite for event bookings, brand information, cocktail eCommerce Roku recipes. Summer Campaign CONFIDENTIAL & RESTRICTED Activation Plan: Full Funnel Omnichannel JAN On-trade, PR & Branding Off-trade eComm FEB MAR APR MAY JUN JUL AUG SEP Roku Summer Experience: Madrid & Barcelona Collaborative ads Roku Summer Experience: sampling & in-store experience eComm Full Funnel campaign Connections: Media & PR plans Correct connection between awareness and purchase focus campaigns No dead ends and full data flow between channels OCT NOV DEC Roku Summer: On Trade Media Strategy On-trade & PR Roku Summer Experience: CONFIDENTIAL & RESTRICTED Madrid & Barcelona Objective – branding & bran experience promotion AWARENESS (brand visibility and buzz) KPIs: Reach, views, ER. BI: 80% CONSIDERATION BI: 20% CONVERSION Branded content, Influence Marketing, AWARENESS PR, CONSIDERATION OOH, Social Media: organic, Programmatic: video. OOH & PR: Madrid & Barcelona, Metropolitan areas men & women 25-45 y.o. CONTENT FOCUS: BRAND HERITAGE BRAND EXPERIENCE PERFECT SERVE Roku Summer: On Trade Experience Media Strategy 3 lines of campaigns are Meta as a key media for brand experience promotion On-trade & PR Madrid & Barcelona, men & women 25-45 y.o. running simultaneously AWARENESS CONSIDERATION KPIs: Reach, Frequency (5) ER KPIs: CTR, Traffic Awareness & Consideration: prospecting Interests: gin/cocktail lovers, terrace, dining out; Japanese culture lovers Conversion: retargeting of the audience pools created CONVERSION KPIs: Event ticket booking Roku Summer Experience: CONFIDENTIAL & RESTRICTED Madrid & Barcelona in awareness and consideration phases Custom Audience: LAL fan page, pixel retargeting; CRM database building: users who booked the event and did a marketing opt-in 1st party data capture (pixel data & CRM) Microsite created by Roku brand AWARENESS CONSIDERATION CONTENT FOCUS: BRAND EXPERIENCE PERFECT SERVE Roku Summer: On Trade Media Strategy On-trade Collaborative ads & PR CONFIDENTIAL & RESTRICTED Tiger Pistol - collaborative ads platform, which allows brands to launch thousands of customizable campaigns to individual partner locations, ensuring the power of the brand is locally relevant. Bars & Restaurants AWARENESS Brands Trusted Meta marketing platform Madrid & Barcelona, men & women 25-45 y.o. Connected to consumers closest location Main objective: use Brand Experience as halo Bars/roofs fan page audiences effect so to increase visibility of availability of Bars/roofs Lookalike audiences Roku at certain bars, restaurants. CONTENT FOCUS: PERFECT SERVE COCKTAIL MENU On Trade visibility and perfect serve KPIs: reach, impressions. Launch: two months after Brand experience Bar/Restaurant 1st party data usage Roku Summer: On Trade Media Strategy On-trade & PR Roku Summer Experience: CONFIDENTIAL & RESTRICTED Madrid & Barcelona Creative assets CTA: Book experience now CTA: Discover experience now Perfect serve video Amplification at 8 Placements: FB & IG Feed, FB Stories, IG Stories, IG explore, IG Reels, FB video Feeds y FB Instream. Roku Summer: Off Trade Media Strategy Off-Trade Roku Summer Experience: & RESTRICTED sampling CONFIDENTIAL & in-store experience Objective – Roku visibility on shelves and sales AWARENESS CONSIDERATION CONVERSION AWARENESS Off-trade POS activation KPIs: Sales In store/retail media* Visibility on shelves Promoters & Trials CONSIDERATION *Retail Media is advertising type at the point of sales (physical or digital) CONTENT FOCUS: PURE PRODUCT ORIENTATED CONTENT On Trade and Off Trade Media Strategy: KPIs & Results On Trade & Experience Nº of impacts, reach, brand lift, brand tracker Frequency (between 5-6) for Social Media Nº of bookings for brand experience PR Page views, PR value and clipping Off Trade Sales uplift CONFIDENTIAL & RESTRICTED eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Roku Summer: eCommerce Media Strategy Objective – brand awareness and traffic to Amazon Push Media KPIs: impressions, Impr. Share, views, frequency, CPM etc KPIs: clicks, CTR, Detailed page view etc. AWARENESS Push & Pull Media CONSIDERATION CONVERSION KPIs: Sales, ROAS, CR. BI: 80% BI: 20% Roku Summer: eCommerce Media Strategy eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Product detailed page (PDP) Brand Store Roku Summer: eCommerce Media Strategy DSP CONSIDERATION Amazon DSP is a demand-side platform that allows programmatically buy ads to reach new and existing audiences on and off Amazon. Amazon has great own inventory to reach different audiences. AWARENESS CONSIDERATION eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Roku Summer: eCommerce Media Strategy DSP Amazon DSP is a perfect push media platform + 30 y.o. All national territory CONSIDERATION CONSIDERATION CPM (cost per thousand impressions) buying model Main KPIs: reach, impressions, frequency, views, clicks, CTR CONTENT FOCUS: TASTING NOTES PURE PRODUCT ORIENTATED CONTENT Amazon DSP campaigns permit to do retargeting from 12.00 pm to 05.00 am. Lifestyle: high spenders, gourmet, gifting, cocktail, Japanese culture etc In-market: gin category, Japanese beer, Japanese food, cocktail and gifting category. View remarketing: Roku PDP Similar products remarketing: competitors gins (Hendricks, G Wine, Gin Mare), Japanese brands (Asahi, Sapporo) Purchase remarketing: Roku & competitor brands CONNE CTION Pixel remarketing & LAL: visitors & purchasers of Brand Experience microsite Roku Summer: eCommerce Media Strategy eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Retail media: Amazon Ads 68% 90% CONSIDERATION of purchasers go directly to retailer website when they want to buy a product of retailer´s revenue is generated by the products which appeared on the 1st result page; 30% from first 10 SKUs Brands AWARENESS CONSIDERATION Searching for segmented Retailers Searching for new revenue streams & monetize ad placements and retailer data Advertising platforms which connect to retailers & permit full control and campaign data access advertising at a digital point of sales Roku Summer: eCommerce Media Strategy eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Retail media: Amazon Ads Sponsored Brand video CONSIDERATION Sponsored Brand AWARENESS CONSIDERATION Similar products Sponsored Roku Summer: eCommerce Media Strategy eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Retail media: Amazon Ads CONSIDERATION Amazon ads is a perfect pull media platform Targeting: 1. Product targeting 2. Key words targeting: Brand kws: gin Generic kws: Roku Category and cross category kws (london dry gin; gifts etc) Competitor´s kws (Hendricks) Retargeting is prohibited for alcohol products in Amazon ads Roku Summer: eCommerce Media Strategy Push Media Push & Pull Pull Media CONSIDERATION Main KPIs: impressions, Impr. Share, CPM; CTR, clicks Main KPIs: sales, ROAS, CR. Amazon DSP (Programmatic) campaigns open the funnel. Amazon search campaigns close the funnel. eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Roku Summer: eCommerce Media Strategy Creative assets CTA: Shop Now eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Roku Summer: eCommerce Media Strategy AWARENESS KPIs: Reach, Views, VTR CONSIDERATION KPIs: Clicks, CTR CONTENT FOCUS: TASTING NOTES & PERFECT SERVE eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED For Action (15”) Non-skippable video Ad that contains copy and a CTA, aiming for user interaction. Devices: desktop, mobile, TV + 30 y.o. All national territory Affinity: gifting, going out, night life, cocktail lovers, food& beverage, gourmet lovers, Asian culture lovers. Contextual targeting: Segmentation based on the content of the YouTube videos that users are going to watch (cocktails videos, Japanese culture, Asian cooking, etc). Custom intent/In-market: Custom audiences based on search intent. It allows us to segment ad groups based on the specific keywords that the user is searching for (gin, cocktails, Japanese food recipes, gifting etc). Retargeting is not allowed for spirits in Google Roku Summer: eCommerce Media Strategy CONSIDERATION CONVERSION eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED CONTENT FOCUS : TASTING NOTES & PURE PRODUCT RELATED ASSETS KPIs: clicks, CTR KPIs: ATC, sales +30 y.o. All National Territory (except Madrid& Barcelona) Consideration Gin/cocktail lovers, terrace, dining out Japanese culture lovers Competitors lovers/followers Conversion Lookalike (current Roku fan page followers) Retargeting: current Roku fan page followers CONNE Lookalike Roku Summer experience page visitors, CTION purchasers +30 y.o. Madrid & Barcelona Consideration Gin/cocktail lovers, terrace, dining out Japanese culture lovers Competitors lovers/followers Conversion Lookalike (current Roku fan page followers) Lookalike Roku Summer experience page visitors, CONNE purchasers CTION Retargeting: experience microsite visitors not purchasers, experience microsite purchasers Retargeting for alcohol beverages is permitted in Meta Roku Summer: eCommerce Media Strategy Creative assets CTA: Shop/Buy now eComm Full Funnel campaign CONFIDENTIAL & RESTRICTED Roku Summer: eCommerce Media Strategy Results +70% increase in traffic + 18% increase in Ordered Revenue + 50% demand increase for organic searches (Google) of the kws related to Brand term “Roku” CPM: 2.50 eur (vs Benchmark: 6-9 eur) Amazon Visibility #3 in Amazon ranking of best seller gins #1 in Amazon ranking of the most desired gins CONFIDENTIAL & RESTRICTED Roku Summer Media Strategy: Conclusions Full Funnel Omnichannel (on trade, off tarde, ecomm). Connected media plan is crucial => collaboration of media agencies, PR agencies, brand and marketing managers, content teams. CONFIDENTIAL & RESTRICTED Meta platform is key for media plan: native look&feel, targeting options, interactive formats Importance of media mix between Push media & Pull Media Importance of Retail Media (Digital Point of Sales) for FMCGs as a part of always on media strategy Data flow: between all digital touchpoints (ex. bring the audiences trough all user journey: from on-trade experience to ecomm purchase) CONFIDENTIAL & RESTRICTED THANK YOU CONFIDENTIAL & RESTRICTED QUESTIONS?