jagermeister digital strategy

Все права защищены и любое использование материалов или их части запрещено без письменного разрешения ТОВ "Адпро".

Jägermeister: Digitalbrand promotionMarch 2015

All rights reserved and any use of material or parts thereof is prohibited without written permission TOV "Adpro."

1. Overview ТA

2. Browse of categories

3. Communication’s strategy

4. Media approach

5. Communication’s platform

6. SMM approach to promotion

Сontent


Objectives

To increase brand sales

Increased knowledge

Increased frequency of consumption

Поддержание лояльности

Loyalty

Focusing on premium Jagermeister

Report to the consumption situation

Донесение USPUSP report

Marketing objectives Communication goalsBusiness goal


Objectives

To increase brand sales

Increased knowledge

Increased frequency of consumption

Loyalty

Focusing on premium Jagermeister

Report to the consumption situation

USP report

Marketing objectives Communication goalsBusiness goal

Analysis of ТA


CA Jägermeister: 18-29 Wed+, 500K+

1.5 million in Ukraine

1.4 million Internet (91%)

Source: TNS 2014/3+4, CA: 18-29, Wed+, 500K+


TA of Internet focuses on the appearance and prestige. They are energetic, confident and socially responsible innovators.

-0,4-0,3-0,2-0,1

00,10,20,3Appearance

Willingness to take risks

Collectivism

Independence

Rejection of advertising

Organization

Prudence

Prestige

Desire for orderTraditionalismConfidence in himself

Fatalism

Shopogolizm

Egocentrism

Thrift

Energy

Family

Healthy eating

Do not use the Internet Internet users

02468

101214161820

Conservatives

Socially responsible conservatives

Socially responsible

Socially responsible innovators

innovators

Innovators individualists

Individualists

Conservatives individualists

Middle

Do not use the Internet Internet users


88% Aff 107%The most important thing is to be an individual, but isn’t to be a part of the crowd.

TA are individualists. They don’t spare money on the status and prestige things

52% Aff 225%They make purchasing decisions by themselves.

56% Aff 154%Don’t spare money to buy well-known brands.

Source: TNS 2014/3 + 4, CA: 18-29, Wed + 500K +, Internet users,CCS 2013 2013;; CA: «Jagermeister - a brand for me" All rights reserved and any use of material or parts thereof is prohibited without written permission TOV "Adpro."


77% Aff 138%Live to communicate with different people

TA likes entertainment and communication, and it is light on one's feet.

71% Aff 170%Like to have a good time outdoors

75% Aff 149%Interesting and easy-going.

Источник: TNS 2014/3+4, ЦА: 18-29, ср+, 500К+, пользователи Интернет All rights reserved and any use of material or parts thereof is prohibited without written permission TOV "Adpro."


TA of Internet is dependent.

Source: TNS 2014/3+4, CA: 18-29, Wed+ 500K+ Internet users

Every day,67%

Once a week or more,

23%

Once a month or more,

2%

Once in three months and

less, 8%

The user’s frequency of the Internet

Less30 min,

22%

30 min-1 hour15%

1-3 hours39%

More than 3 hours,24%

The time which spends on the Internet per day


TA comes to the Internet for information, communication and content.


110%

125% 125%119%

125%

106%

121%

134%

114%

127%

110%115% 114%

136%126%

0%

20%

40%

60%

80%

100%

120%

140%

160%

0%

10%

20%

30%

40%

50%

60%

Search Social network

Video Audio Mail Schering Weather news

Leisure Calls, mes. Online games

Radio Online press Online TV Download prog.

Banking services

Buy products

Aff

Mon

thly

cov

erag

e TA

Aff

Browse of Categories2


Every third representative of TA buys premium* alcoholic beverages.

32%

*For premium spirits are: liquor, gin, rum, whiskey, tequila

All rights reserved and any use of material or parts thereof is prohibited without written permission TOV "Adpro."Source: TNS 2014/3+4, CA: 18-29, Wed+ 500K+ Internet users

Vodka30%

Vermouth14%

Cognac / Brandy23% Liqueur

6%Gin5%

Rum5%

Whiskey9%

Tequila; 7%

Vodka Cognac / Brandy Liqueur Gin Rum Whiskey Tequila


The number of consumers is growing and it is the positive dynamics of the category of premium* drinks.

• There is not enough data for the investigations of CA, which prefers only one kind of drink and the consumers do not allocate a specific type of alcohol, experimenting with drinks and cocktails

17%

12% 12%

9%8%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Whiskey Tequila Liqueur Rum Gin

2012 2013 2014




To consume once a month or more often To consume less than once a month

The frequency of consumption grows and it is the positive dynamic of the category of premium* drinks.

4%

3%

2% 2% 2%

0,0%

0,5%

1,0%

1,5%

2,0%

2,5%

3,0%

3,5%

4,0%

4,5%

5,0%

Whiskey Liqueur Tequila Gin Rum

2012 2013 2014

10%

9%

7%

5%5%

0,0%

2,0%

4,0%

6,0%

8,0%

10,0%

12,0%

Whiskey Liqueur Tequila Rum Gin

2012 2013 2014




• Features of the category:

Consumers do not choose a specific type of alcohol in

the category comparing not only with the extract,

but with whole elite drinks .

Features of the consumption:

Consumption is situational in nature: this is a way of

self-expression, a reason to meet with friends.

Features of the brand:USP – its not the physical characteristics of the drink,

but its the feeling from consumption and a specific

ritual which could plunge the consumer.

For further work with the brand must be considered:


Сommunication’s strategy3


I ‘m young, active and progressive.It is important for me to have time to “catch” the most exciting and interesting moments for themselves in the stream of frequently changing.

For me it is important to stand out and to be beyond of the commonness and dullness! I follow trends, I prefer the style and exclusivity.I want to be an efficient "Hunter", and want to watch and to feel at the maximum level.

The Insight of TA



Only the strongest, a real hunter can survey in the

urban jungle.

Among his trophies - style, experience and integrity.

He - catchers trends, bright emotions and

memorable moments.

He - an example for following, because his heart is

hot, and Jägermeister - ice.

The territory of the brand in Digital:



• We speak the same language with trendsetters.

• We educate exacting aesthetesusing visual solutions.

• We associate saturation of Jagermeister with a busy life.

Tone of voice:в

Trending and bonus



• To show the character of the brand.

• To call for him.

• To induce to touch a new ...

• To carry away and involve.

Tone of voice:в

Intrigue of Jagermeister



Tone of voice: в

No Jagermeister = No Drive

• An indispensable element in a friendly, close-knit company.

• The win-win solution.

• To stir up the drive, leaving the mind cold.


Media approach4


Fixing the tasks in Digital

Increasing the knowledge’s level

Increasing the frequency of consumption

Maintenance of the loyalty

Marketing goals

Focusing on thePremium Jagermeister

Report to the consumption’s situation

USP report

Communication goals

• Using the premium formats;

• Coverage à max

• CPM à min• The frequency of

contact à max

To ensure the involvement of TA

Media goals/ KPIs


The choice of tools

The Wide coverage of TA

Eye-catching format

Informational content

High level of involvement

Low CPR

Banner Branding Video Advertising

Media context SMM


Ecosystem

video

Banner

Branding

Website

Promo posts

Teasers

FB promo:FB page


The banner advertisement : the argumentation of the sites

The noticeable formats with optimal value CPR: Premium banners

Selection formats Selection of sites

Use resources with the presence of targeting and with a high degree of TA

Choose the most coverage and affinity sites for TA : platfor.ma, gloss.ua, lookatme, mail.ru

1 2 3The targeting opportunities


The reason of format`s choosing :

• Coverage-forming tools: forms knowledge

about the brand;

• Post reveals most clearly in terms of attracting attention and image creation

The reason of megogo.net choosing: • The high concentration of TA;

• There targeting and limiting of the frequency of contact with a unique user;

• The optimal value of CPR

Branding: The reason of format choosing and site


The reason of format choosing : • The most effective format from the point of

image creative and knowledge about the brand;

• the most similar to the TV movie according to comparison degree.

The reason of platform choosing :• Ex.ua – it’s the one of the most coverage

video resource with the highest concentration of TA and the low cost of CPR;

• Packets from AdMixer and AdVideo allow us to build a high coverage of TA at the best price.

The reason of format choosing and platforms

Communication’s platform5


Idea 1

The idea 1

Hunters of the emotions


The modern world is supersaturated with information. You need to have time to “catch” the most important and interesting moments for themselves in such the stream of frequently changing. It is important to be efficient "hunter“ to succeed.

Now you can collect all your the hot moments of the feelings and the emotions in the form of trophies, which gives

Jägermeister

Introduction


Site where different emotions experienced with Jägermeister, described as a trophy hunter. If we talk about

music – it is the column on the trophy cabinet. About the mood - a disco ball on the shield. Cocktails with

Jägermeister - glass / jigger, etc.

Visually, the site consists a large trophy boards. We place objects covered with ice on them. Trophy boards are

changing as a slider (good integration into mobile devices with touch screen).

Under each board content with certain subjects is placed, which are linked to an object on the board (column -

music, art sculpture - events, cocktail - recipes).

Also on the site you can find other useful information such as the history of the brand, videos and music

galleries etc. As the basis it will be taken of the content of the existing global website.

Description


Depend on the theme of the site where the banner is hosting, we create suitable object as a trophy

on the shield.

Slogans on the banners:

Ø Your drive trophy (for music site)

Ø Your stylish trophy (on the grounds of the trends and fashion)

Ø Your art trophy (on the grounds of art events)

Additional creatives: idea`s integration in media promotion


Visualization of banner


Idea 2

CATCH THE RHYTHMThe idea 2


Young and energetic, ideological and innovative - it's about our "Hunters in the moment." Every day they are looking for inspiration for another victory, and this

inspired the music ceases. And what could be better than to experiment with sounds and samples, to create something new?

Choose your combination of shots and cocktails with Jägermeister, to set the rhythm.

And remember that music should be loud, heart - hot and Jägermeister - ice.

Introduction


Interactive-products website where the entire screen - is a music bar. On the background music plays, and in the center is a bottle of Jägermeister, and sound waves go from it. there are shots and cocktails with our product are placed nearby, each of this products have its own tone and rhythm. The user do influent for the overall sound and mood, when he chose and taking this objects to the "musical board" with the logo of the brand. More Light cocktails make music quieter, but the pure product do more drive. Bottle and shots on a musical sound wave boards are connected.By clicking on each cocktail, you can see its composition.

Also you can find other useful information on the site, such as the history of the brand, videos and music galleries etc. as the basis it Will be taken of the content from the global website.

Refferens: https://www.youtube.com/watch?v=caehd3ovkto&index=9&list=RDm64QODMhf3g

Description


Visualization of banner


For our audience is very important that the brand will spoke the innovation and brilliant solutions language . It is not enough to make a stylish

site, its necessary to support our communications platform with non-standard wow-techniques. They should intrigue and breathtaking!

Everybody should talk about them, they should be shared in social networks.

It can be bright stand-alone vibrant activation with involving gaming or interactive applications for mobile devices, the brand can be

integrated into the value of the target audience.

In visual communication its important to pay the most attention to details and to quality of all the elements treatment.Our audience does not give a positive feedback to a just good decision - they have to be perfect!

Examples of brilliant solutions:

https://vimeo.com/61190471

https://vimeo.com/35284244

Additional creatives and activity.

SMM approach to

promotion6


Facebook: we increase the coverage and engagement, but not the group.

1 To ensure coverage of the target audience in the social networks 2 To involve the TA for a

long-term communication with the brand


The situation forces us to revise the main KPI

Problem

Many fans of the community don’t provide the coverage effective of the target audience.

• Mechanics on the Facebook has reduced the organic coverage of publications to 6%

Community brand in FB

Fans of the brand on Facebook


Сoveraged fans

Media solution: Focusing on paying coverage – investing in the promotional posts.

Promotional posts allow to:

• To cover current fans;

• To cover the TA, which is not signed on the

community of brand in Facebook;

• To provide the necessary level of involvement

TA with brand.

Coveraged users Fb

Community brand in FB

Fans of the brand onFacebook


The qualitative content ensures interaction with the TA.

Create involving content

Promote contentamong TA

Involve the audiencein communication’s

brand

Focusing on the quality of content, than its quantity.


Overview of the competitors

Competitors use vectors in their communication, which the most correspond with the spirit of the brand, it allows to tune out of the other, and a single trend – it is

the strong accent on the product (except Becherovka)

The platform:Live!# Fans: 18,949The frequency of posting:4 posts / weekAverage involvement:76 actions / post

The platform: Friends Club of Jack# Of fans: 34,600The frequency of posting:5 posts / weekAverage involvement:43 actions / post

The platform:Finnish spirit of adventure# Of fans: 34,723The frequency of posting:6 posts / weekAverage involvement:60 actions / post

The platformFeel the captain by yourself # Of fans: 13,655The frequency of posting:4-5 posts / weekAverage involvement:128 actions / post

The platformMagic Riga’s balsam# Of fans: 4088The frequency of posting:5 posts / weekAverage involvement:43 actions / post


The successful content solutions of the competitors.

Wow-copyright Visual fusion Topicality


Content trends in social networks

Storytelling Topicality UGC

Brand tells about the relevant stories for TA, sometimes they are real and sometimes aren’t

so;)

Brand organically uses the latest relevant trends

and occurrences.

User’s content of brand communication strengthens the emotional bond.


The current situation

The platform: Community without herd instinct

Average involvement: 60-145 actions / post

The frequency of posting: 5 posts / week

Good Not good

This is really one of the few communities in Facebook with its special philosophy and atmosphere, bright identity, recognizable tone of voice.


Challenge


2014: Users got to know that Jägermeister should drink ice-cold.

Challenge


2014: Users got to know that Jägermeister should drink ice-cold.

2015:Users will get to know where, when and with whom should drink ice-cold Jägermeister.

Challenge


Content categories

Common Cause

Power ofspirit

Leader+

ProductMini-activation


Leader + Products

We use the trend’s mechanics :simulations, storytelling, hash tags. Introduce the local hash tag (#JagermeisterUA)

We also point out the authors of photos and locations, we show the values of the Jaeger’s gang are out of geography.

A golden time for those who understand.# Jägermeister #JagermeisterUA

There are moments that can be divided only with the best friend.

# Jägermeister #JagermeisterUA


Motivation

# Jägermeister #JagermeisterUA

Jagermeister’s brand is filled with history and the special flair, we will motivate the finders of adventures to achieve new heights telling about his story and showing his unique visual style


Common Cause

The meeting place ... well, you know

#JagermeisterUA

Every community has its own language, especially the phrase and values that are understandable only to them.

Translating them through the consumption situation.


Example of mini-activation

Our "hunters of the emotions" don’t just collect the bright trophies, but also actively share them in social networks.If they made a picture in the style of the brand and noted its hash tag #JagermeisterUA they can get a pleasant surprises from the beloved and the ice-cold.


The structure of content

40%

content units per week4

Grocery communicationBranding communication

60%


The frequency of posting

Wednesday

Posting in the second half of a week with the accent on the consumption’s situation.

Thursday Friday Saturday

Thank you!