From our Digiday Agency

1. BLUE SCREEN OF DEATH
FOR
LET’s DRINK TO THAT

2. BUSINESS PROBLEM
Although BLÜ Vodka is one of the best known vodkas in the U.S,
the preference for the brand drops off dramatically soon after
people graduate from college.
BLÜ Vodka is looking to strengthen the relationship with
consumers as they move on from college into their professional
careers.

3. INDUSTRY KNOWLEDGE
• On-premise is a key sales driver and is vital to brand recognition
• We can’t ship product across state lines

4. MARKET RESEARCH
• Regional Director of Sale for On-Premise sales for Southern
Wine & Spirits
• VP/Partner Sales and Marketing for Woody Creek Distillers
• First-hand experience managing media for Beam Suntory
brands
• Lindsey Prociw, Senior Brand Manager Reyka Vodka

5. MIKE
40K
2
4
KENDRA
75K
30
AUDIENCE PERSONAS

6. BEHAVIORAL INSIGHT
College is the time when you celebrate with friends.
There was always something to celebrate.

7. People tend to go to bars and see their friends less frequently as
they get older.
Opportunity: Help people find the fun in all the moments in their
new adult life in the BLÜ community
INSIGHT

8. Help people find the fun in all the moments in their new adult life
in the BLÜ community
OPPORTUNITY

9. Let’s Drink to that
Celebrate the best moments of your life and every moment in
between
STRATEGY

10. • Provide fun, branded, on-premise experiences to consumers
• Extend the fun times people associate with BLÜ from college,
while elevating their experience in the “real world”
• Give the maturing target more reasons to go out with their
friends and continue to enjoy BLÜ
STRATEGY

11. Let’s DRINK TO THAT APP
EXECUTION
• Photo/video booth
• Trivia + games
• Bar vs. Bar challenges
• Digital Cocktail Menu
Let’s DRINK TO THAT

12. DEMO

13. DEMO

14. MEDIA STRATEGY
PAID OWNED
EARNED

15. MEDIA PARTNERS
CHALLENGE

16. BUDGET: $1MM

17. MEDIA BUDGET: $665K

18. MEASURES OF SUCCESS
KPIS:
• Sales – Increase in overall sales of BLÜ Vodka
• Engagement – App Downloads, increased time spent and
page depth on site within the app, increased social following
• Shares – Photobooth shares, Trivia game shares, blogger
post shares
• Collecting Data – Increase consumer database

19. THANK YOU

20. APPENDIX

21. MEDIA STRATEGY
Focus media around channels where our target demo is most
likely to engage
Heavier media allocation to our primary target
Use partners to target by demographic, behavioral, and contextual to reach the unique audience
with an interest in these product offering
Examples to include: specific targeting around those interested in bars, clubs, drinking with friends
and showing social intent around these behaviors
Rationale:
Targeting audience and appealing to those interested in bars, clubs, and
drinking with friends
Utilize a mix of digital media channels to effectively balance reach and
onsite engagement

22. PAID MEDIA STRATEGIES BY CHANNEL
High Impact Mobile and Display
Heavy focus on mobile and display to keep with overall growing trend of mobile
High impact units including:
Swipable Cube targeting across devices
Trivia unit
Contextual and demo target to reach those looking for opportunities to go to clubs, bars, and drink
with friends
Intent targeting based on social signals
Cross-device targeting to reach individuals across all devices
Social
Integrate relevant product messaging into platform where the consumer is highly engaged
Generate organic engagement from shares and likes
Custom HashTag targeting

23. PAID MEDIA STRATEGIES BY CHANNEL
Content/Native
Engage the target audience with
Homepage exclusives and integrate relevant product messaging into
platform where consumer is highly involved
Generate organic engagement from shares and likes
SEM
Generate product awareness for non-branded search through specific
keywords
Capture consideration with consumers actively researching related
products

24. PAID MEDIA STRATEGIES BY CHANNEL
Email
Engage with current and new customers through innovative email
marketing that will integrate the brand experience
Blogger Outreach
Utilize well known bloggers in the alcohol community to elevate the brand
and engage with new and current customers
Video and YouTube Channel
Use YouTube and video content to reach the target audiecne with highly
impactful units