- 1. Case Study:How Polar Ice Vodka Echoed through Social Media
to Reach Fun Seekers Feb 25 / 2010
2. What well cover today
- Background on Polar Ice Vodka
- Finding & creating the right digital mix
3. About Me
4.
- Speaks to your most valuable consumers
- Travels across all marketing disciplines
- Optimizes your marketing spend
- Drives equity, sales and market share
SmartIdeas TM BSTREET is a marketing communications agency
dedicated to creating for your brand. 5. 6. About Polar Ice
Vodka
- Like the live music scene in the East, the cosmopolitan
cocktail scene in the West, and the gotta be seen dance clubs in
our downtown cores, Polar Ice is a true contemporary Canadian
vodka.
- Quadruple distilled and triple filtered for a legendary clean,
smooth taste, Polar Ice is the largest selling Canadian vodka
brand
- Bronze Medal Winner - the Beverage Testing Institute 2008
- Double Gold Medal Winner - the San Francisco World Spirits
Competition 2003
7. Background
- BSTREET hired to redevelop visual identity system for the brand
in 2008
- Targeting 19-25 funseekers
- Vis had to live across retail, trade, print and online
- No existing website or online presence
8. Our Digital Task
- Establish online consumer position as a brand site / bring to
life the PIV identity system that can also support ongoing
promotions
- Extend online experience to other social media tools in order
to engage fun seekers
- Incorporate unique position as Canadian vodka with specific
content to differentiate from other vodka sites
- Create an experience that will create word of mouth (WOM)
buzz
9. 10. Finding the right Digital Mix 11. BSTREET Media Mix
Philosophy(from last year) 12. 13. Twitter Content Plan
- Weekly content schedule that focused on lifestyle not just
product
- Content was pre-loaded weeks in advanced & auto-published
using free twitter tools
-
- Misc quotes, questions, and statements that resonate with the
fu seeker
14. 15. Extending to facebook
- Launched facebook fan page at the same time as the PIV website
(as opposed to creating a group or Application)
- Site became extension of website & incorporated many of the
same design elements
- Strong call to action back to the website
- Product & recipe content also lives on the fan page
- Overall the facebook experience needs to be relevant, timely,
and aligned with other channels
16. 17. 18. Other Vodkas on Facebook
19. Social Media Summary
- Both channels are proving to be effective in reaching our
target demographic in the channel of their choice
- WOM is helping with acceleration of fans
- Small investment in social ads resulted in huge exposure for
brand on facebook
20. Website
- Our assignment? Create a brand site that goes beyond what the
category has done traditionally by integrating social media
extensions into the website experience
21. Our Inspiration 22. Lessons learned from Skittles
- Over 2000% increase in traffic in one week
- Massive social media buzz & word of mouth although much of
it was not positive
- Although bold & successful in many ways, they
lostALLcontrol of the brand
- They didnt really engage / join the conversation so didnt
follow the true spirit of social media
23. More Inspiration 24. The Smart Idea: Syndication vs
Stickiness
- Go beyond a traditional flash only brand / promotional
website
- Create an EXPERIENCE that will interest fun seekers and
- Engage them in ways they are already familiar with in social
media
- Overall create content and experience that will syndicate
across multiple channels
25. Make the PIV Experience Social
- The socialscape created for the PIV website will echo tweets
from the twitterverse
-
- Pre-filtered / formatted tweets with common words (brand
attributes, fun seeker attributes) will appear to echo from the
landscape and in real-time
-
- User can input their own words
-
- This allows us to leverage user generated content and social
media while maintaining control of the brand
-
- Content can come from a specific event to correspond with on
trade activities
-
- Users can enter their own words to change stream
26. Other features
- User can change / choose from ~5 different socialscapes that
are specific to regions of Canada
- Fun seeker can change the music loop that starts playing when
they land on the website
- Incorporated sharing widgets & easy links to facebook and
twitter channels
27. 28. LIVE DEMO 29. Other results 30. 31. Key Insights
- Content is king allocate more to content than programming &
design
- Experience that syndicates allows us to engage the target
market in the channel of their choice
- Employing our 70 / 20 / 10 digital marketing mix enabled
innovation while still delivering a platform that met
objectives
- The echo tool resonated with everybody but was too much of an
Easter egg
- Facebook was the most cost effective channel and had the most
engagement
32. BSTREET Media Mix Philosophy (Updated Jan 2010) 33. WHATS
NEXT (live demo) 34. QUESTIONS?