360i Template

Absolut OakHOW ABSOLUT FOUND VALUE IN PROGRAMMATICWTF ProgrammaticDecember 2016

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An internationalGroupstaff members18,523of Profit from Recurring Operations realized outside of France* 92%

6 BRANDCOMPANIES

80 MARKET COMPANIES

101 PRODUCTION SITES

* FY 2013/14 2

3 REGIONS

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A well-defined segmentation: The house of brandsThe Pernod Ricard House of Brands

global icons

strategic Premium spirits brands7strategic Prestige spirits and champagne brands5 Priority Premium wine brands523

18 key local brands

TOP 14

InspireShare WinsLearnChallengeOur goals for today4

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For the past three years, we have been on a journey.

Not just my team. Not just the Digital & Media Team but all of us.

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Create seamless, personal experiences connecting consumers through to conversion and advocacy6CATCHCONNECTCONVINCECONTINUEIndividualMomentsthat matter

Catch peoples attention & invitethem to experience our brandsAllow them to become knownby the brand and create adialogue

SearchContentChannelsCommerceData / Programmatic

We had to start leveraging the tools, resources and disciplines in an integrated way as a regular element of our consumer experience planning all of us.

Ultimately, we need to start optimizing the digital disciplines to move consumers through personal journeys with our brands to conversion and advocacy.

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OAK by ABSOLUTIncubation Launch

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The ChallengeThe vodka category has become hypercompetitive in recent years8

The vodka category has become hypercompetitive in recent years, while brown spirits continue to rise in popularity. This has left Absolut struggling to be seen as a leader or credible innovator. With the launch of their new product, Oak by Absolut, 360i was tasked with the challenge to build awareness, educate consumers and ultimately drive trial within the campaigns soft launch parameters.

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While brown spirits continues to rise in popularity9

Changing TastesAfter years of outpacing the industry, growth in U.S. vodka sales is slowing whiskey taker over.Volume growth in total U.S. spirits, vodka and whiskey, change from previous year6%420-2200720082009201020120122013WhiskeyTotal spiritsVodka

The vodka category has become hypercompetitive in recent years, while brown spirits continue to rise in popularity. This has left Absolut struggling to be seen as a leader or credible innovator. With the launch of their new product, Oak by Absolut, 360i was tasked with the challenge to build awareness, educate consumers and ultimately drive trial within the campaigns soft launch parameters.

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How Do We Break Through the Clutter?10

The vodka category has become hypercompetitive in recent years, while brown spirits continue to rise in popularity. This has left Absolut struggling to be seen as a leader or credible innovator. With the launch of their new product, Oak by Absolut, 360i was tasked with the challenge to build awareness, educate consumers and ultimately drive trial within the campaigns soft launch parameters.

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Introducing11Vodka rested on oak for a bold taste and slightly smoky finish

Because we are the credible innovator12VIDEO

Use the video as the transition into the opportunity of the Oak by Absolut campaign

During the Incubation Period, we saw an opportunity to: Test multiple types of creative content across a wide variety of touch points/tactics to Learn what resonates with our target audience and Optimize our media to drive resultsNotes from work-sessionAbsolut took a chance with a whole new product, with a whole new translation to

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We built an innovative strategy to drive results13

STRATEGY // OAK BY ABSOLUTABSOLUT | 4ABSOLUT GOES DARK // USER FLOWVIDEO PRE-ROLL (36-42 TBC)RTBCTAsLINK OUT DESTINATIONQUANTITY

WHAT IS OAK?VERSION 1We Dont AgeVERSION 2Smooth & BoldWHAT DOES OAK TASTE LIKE?VERSION 1Lights OutVERSION 2 /Oak is the DJHOW DO I DRINK OAK?VERSION 1RocksVERSION 2Ginger/MuleWHERE TO BUYDELIVER NOWLEARN MOREStore LocatorMinibarDrizly(a) Product Page(b) Recipe Page6612ORDER NOW(a) Reserve Bar (b) Casker's (TBD)6 - 12A / B TESTINGA / B TESTINGSequential MessagingSequential MessagingCATCHCONNECTCONVINCE

4-5 targeting segments in display video. (we dont need to worry about being narrow because were bidding in the open web) We narrowed to 2-3 segments (music and entertainment)Start big, scale down

Social:Initially it was the same. Now we need to be a broad as possible to get enough reach. With Instagram we can create custom audiences based on views and completed videos. From that, we started extracted all data with FB and optimized the segments.

The optimization doesnt start before 72 hours its launched. 13

INSPIRATION & DISCOVERYRETARGETINGPURCHASEARRIVAL & USAGEBrians at work on a Friday, counting down the hours until hes free to have drinks with his friends.While taking a break and skimming through scores on ESPN, he is served an ad from Absolut showcasing videos that introduces a brand new Vodka product and answers his question, what is Oak by Absolut and what does it taste like?

Intrigued by this brown vodka, he clicks on the Discover Now CTA button and finds himself on Absoluts website. Where he sees the Buy Oak Now button.

Emotion: Intrigued, skeptical

Feeling skeptical at purchasing a bottle online, Brain decides to wait and stop by his local liquor store on his way home.

The days finally winding down and Brian is skimming through his Facebook newsfeed on his mobile device.

Scrolling through the newsfeed he sees an ad for Oak by Absolut, featuring multiple images of the bottle and a cocktail that resembles a whisky ginger. Encouraged, he decides to click on the ad and once again be driven to an opportunity to purchase on an e-commerce platform.

Emotion: Re-engaged and curious

Once on the Minibar product page, he notices that Absolut and Minibar offer free delayed Shipping. He decides the convenience outweighs his previous hesitations and selects two 1L bottles, then checks out.The bottles of Absolut are conveniently delivered to his apartment, at the desired time, saving Brian a trip to the liquor store so he can focus on preparing for his party.

Emotion: Thankful and excited

Not only did we find the right consumers, we engaged them at every point in their journey14

Meet Brian: A 26-year old Denver young professional looking to throw an impromptu party at his apartment

Across all channels, for a digitally powered test, learn, optimize and repeat solution15CONTENTAB tested video content to identify top performer and drive for efficient video engagement.Tested multiple CTA creative to identify purchase triggers and e-commerce trends.

DATA/ PROGRAMMATICGained reach across a vast array of sites by layering in strategic target segments via Programmatic buying to drive efficient results at scale.

SEARCHLeveraged search trends to identify strategic keyword targets, capturing both undecided users and relevant demand, allowing us to own share of voice and drive users straight to purchase.

COMMERCEMoved consumers from interactive content to off-premise trial, providing a path to purchase via Reserve Bar and Minibar.

We surpassed expectations and built a strong foundation for growth16REACHDelivered 11% more Reach than initial ComScore projectionsIMPRESSIONSDelivered 4.5% more Impressions through constant optimizationsVIDEO COMPLETIONSSurpassed video completion benchmarks with over 2000% more Video Completes

Estimated:Projected 13.7MM Impressions based on avg. CPM We Delivered 14.31MM Imps.ComScore Projected: 67% Reach We Delivered over 74%We Projected 75K Video Completes based on avg. CPCV We Delivered 2.1MM4.8x Frequency291 Conversions = Reserve Bar= 187 conversions total + Minibar= 104 conversions total

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CONVERSIONVideo completion rates where significantly higher on mobile devices than on desktop.AWARENESSRich Media played a strong role, telling the Oak story in a visually impactful way, with users spending an average of 19 seconds with the desktop unit. As well, its important that creative fits within the given platform as we were able to boost tablet engagement rate from 1.33% in Incubation to 68.58% after reformatting.Mobile remained a strong source of search traffic and engagement with consumers engaging with Oak ads at a 15% higher rate than other devices.CONNECTIONOak messaging drove conversions of other Absolut offerings. CONTINUERetargeting serves to efficiently push users down the purchase funnelWhat We Learned:

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In Conclusion

19Test/Learn/Optimize approach.

Content is king

But not just any content dont chase it just for the sake of it

Understand the journey, dont force it

For any campaign that lacks awareness, the approach should always be around test/learn/optimize approach. Were starting to see so much competition in the bid market that its not efficient. Budget was larger in the beginning to determine that. When we got more efficient

The broader we go, the more were spending to reach. More targetted, the universe size is smaller. We also played with the market sizes.

We needed more content. Taking a step back and refocusing on the objective. 2 pieces of content per question was the minimum needed.

Ensure the content matches the platform. Consumer have very different expectations.

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Thank you.20