DIGITIAL: NO LONGER A “BOLT ON” EVEN THE MOST TRADITIONAL DRINKS REQUIRE MARKETING IN THE DIGITAL AGE HANNAH FISHER SENIOR BRAND MANAGER – ISLAY SINGLE MALTS
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. WHO AM I?
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. 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. 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. AN EXAMPLE BEST WAY IS TO DEMONSTRATE DIGITALS NEW FOUND
IMPORTANCE IS THROUGH
7. LAPHROAIG OPINIONS WELCOME
8. GENERATED PR AND WON AD OF THE WEEK TWICE IN USA
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. 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. 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