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JAMESON TAKE IT IRISH: DIGITAL PLATFORM AND CRM
АНДРЕЙ ДАНИЛОВ PERNOD RICARD ROUSS
CRM & DIGITAL MARKETING MANAGER
МАРИЯ ЗЛОБИНА TRAFFIC ISOBAR
CRATIVE TECHNOLOGY MANAGER
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AWARENESS GROWTH + 5%
2014 2015
75% 70%
LET'S TAKE A LOOK AT THE BHT RESULTS
(based on IPSOS data)
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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)
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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)
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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)
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FOR MORE THAN THREE YEARS WE HAVE WORKED IN DARK MARKET. THE COMPLEX AREA WHERE ALMOST EVERYTHING IS FORBIDDEN…
…ALMOST.
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WE HAVE MANAGED TO BUILD A FAIRLY COMPLEX BRAND ECOSYSTEM.
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INSTEAD OF ALL THIS COMPLEX ECOSYSTEM
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COMMUNITY OFFLINE EVENTS
THERE WERE THE ONLY SOCIAL AND EVENTS.
AND THIS IS WHERE OUR JOURNEY BEGINS!
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Jameson Russia FB community
2014
FIRST OF ALL WE USED A COMPLETELY NEW APPROACH.
WE CALLED IT PRODUCT CENTRIC CONTENT APPROACH
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WHAT IS PRODUCT CENTRIC CONTENT APPROACH?
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IT DOES NOT MATTER IN STATICS OR
DYNAMICS PRODUCT - CENTRE OF
COMMUNICATION
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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
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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
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NO ONE ENTERED THE PARTY WITHOUT BEING TRACKED BY THE CRM SYSTEM
CAUSE OF THE TII E-TICKETS PLATFORM
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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
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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
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TAKE IT IRISH IS:
UNDERDOG CHALLENGE
INTERACTIVE
COMMUNICATION
REWARDS
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NEWSLETTER
TAKE IT IRISH IS:
INTERACTIVE
COMMUNICATION
REWARDS
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MERCHANDISE CORNER
TAKE IT IRISH IS:
INTERACTIVE
COMMUNICATION
REWARDS
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HOW WE RECRUITE NEW AUDIENCE?
RIGHT AUDIENCE IN THE RIGHT PLACE
GUEST MANAGEMENT
DIGITAL RECRUITMENT
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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
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AND NOW LET'S TAKE A LOOK AT THE TRULY INTERESTING RESULTS.
NEWSLETTERS STATS
46,7% AVG OR
29% AVG CR
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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
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OUR GOALS
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BRANDED EVENTS
MULTICHANNEL INTEGRATION + ONLINE
STORYTELLING + =