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RED DIARIES 2018
THE PERFECT MIX
Applying the Integrated Evaluation Framework for Campari Group
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RED DIARIES 2018
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CHIARA LATELLA
GLOBAL BRAND PR
MANAGER ITALIAN ICONS & GIN
RED DIARIES 2018
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ALLISON SPRAY
DIRECTOR OF DATA AND
INSIGHTS
RED DIARIES 2018
WHERE OUR STORY BEGINS
Like the classic Negroni, this perfect mix has three components…
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RED DIARIES 2018
THREE COMPONENTS
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Setting an
evaluation
culture
Clear
benchmarks
Actionable
insights
RED DIARIES 2018
SETTING AN EVALUATION CULTURE
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RED DIARIES 2018
WHY MEASUREMENT MATTERS TO CAMPARI GROUP
Create brand PR & Digital PR evaluation culture
Set a common language and methodology defining global standard KPI’s
Be able understand and compare across brands and markets (as well local vs. global) what worked, and what did not
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RED DIARIES 2018
CAMPARI GROUP’S PR EVALUATION JOURNEY
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2013
Qualitative analysis
(Campari Calendar)
2015
AVEs are dismissed for
global projects
2017
Development of consistent
global methodology
RED DIARIES 2018
HOW WE’VE BUILT THIS TOGETHER
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Team leaders
Task Force Team
Torture Test Team
Partners
Kantar Media &
H+K
Global Brand PR Manager
Italian Icons & Gin
Consumer Insight
Manager, Italian Icons
Task Force
Global Brand PR Manager,
Sprits
Corporate Communication
Director
Consumer Insight
Manager, Spirits
RED DIARIES 2018
CLEAR BENCHMARKS
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RED DIARIES 2018
ALIGNING TO THE GLOBAL STANDARD
Adopting this framework provides a consistent and credible approach which can be tailored to very specific user cases and objectives across Campari Group’s different campaigns.
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RED DIARIES 2018
DEFINING OUR MEDIA TYPES
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Traditional Media
Print Media
Online Media
Web-TV
Broadcast
Social Media
Media’s social media
channels
PR-recruited Influencers
RED DIARIES 2018
SETTING CLEAR DEFINITIONS
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Awareness
Engagement, Consideration
Knowledge, Preference
RED DIARIES 2018
DEVELOPING THE NEW APPROACH
How can we support more consistent measurement, while providing the required flexibility?
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RED DIARIES 2018
A TIERED APPLICATION OF THE FRAMEWORK
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CAPTURING THE AWARENESS OUTPUTS
OF ACTIVITY
BASIC STANDARD COMPREHENSIVE
CAPTURING THE AWARENESS OUTPUTS
OF ACTIVITY
CAPTURING THE AWARENESS OUTPUTS
OF ACTIVITY
QUALITATIVE VIEW OF THE RESPONSE
ACROSS ENGAGEMENT,
CONSIDERATION
A HOLISTIC VIEW – FROM OUTPUTS
THROUGH TO IMPACT ON KNOWLEDGE
AND PREFERENCE
QUALITATIVE VIEW OF THE RESPONSE
ACROSS ENGAGEMENT,
CONSIDERATION
Basic activations Mid-level activations Global activations
RED DIARIES 2018
DEVELOPING A CUSTOM IMPACT SCORE
What does an ideal piece of coverage or social content look like?
Key message delivery
Brand prominence
Images / visuals
Engagement rate
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RED DIARIES 2018
ACTIONABLE INSIGHTS
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RED DIARIES 2018
EASY TO SHARE AND ENGAGING REPORTING TEMPLATES
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RED DIARIES 2018
PUTTING IT INTO ACTION
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RED DIARIES 2018
IMPLEMENTATION
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Local toolkits
Recorded conference call
Workshops with markets
Workshops with markets
Local toolkits
Recorded webinars + video assets
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RED DIARIES 2018
THE REPORTING PROCESS
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COVERAGE COLLECTION
DATA PROCESSING
REPORT PRODUCTION
INSIGHT PRODUCTION
REPORT FINALISED
INTERIM REPORT
RED DIARIES 2018
RED DIARIES 2018
VIDEO TO GO HERE WITH CAMPAIGN RESULTS + HIGHLIGHTS
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RED DIARIES 2018
REMEMBER: THREE COMPONENTS
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Setting an
evaluation
culture
Clear
benchmarks
Actionable
insights
RED DIARIES 2018
THANK YOU
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Q&A
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