*20120228-lx_belvederevodka_casestudy_v2
TRANSCRIPT
A CASE STUDYby
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• To transform the digital footprint of a luxury spirit with a lackluster site into a fully digitally integrated brand
• To set the gold standard in digital communications for all luxury spirits
• To utilize social media platforms and their increased relevance in purchase decisions, as a media engagement tool
• To be the leader in all areas digital that are important to the premium vodka consumer and that have a real impact on purchase behavior
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Belvedere VodkaThe Ambition
Experience & Research Reveals Insights
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The Approach
Understanding where to invest essential and effective digital efforts was crucial to the brands’ success in this hugely competitive category.
Our findings allowed us to make informed decisions about our tactics and the allocation of our efforts across social media and the web.
Constant innovation and progressive tactics are key to building breakthrough communications and maintaining organic growth. We made sure to keep Belvedere part of the conversation with:
• A robust and evolving presence on Facebook
• Early adaption and presence on Pinterest
• Early adaption and presence on Instagram
• Influencer posts and innovative use of Twitter
Timing & Social Relevancy
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The Approach
GLOBAL SHARE OF VOICE AMONG TOP VODKA BRANDS
Ketel One
Grey Goose
BELVEDERE
Absolut
Ciroc
0% 25% 50% 75% 100%
United States Canada United Kingdom Netherlands Brazil
U.S. vs Global Share of Voice
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The Share of Voice for global vodka brands is clearly dominant in the U.S. compared to other global markets, and this affected our approach accordingly:
U.S. The United States is a saturated market, so it is a matter of stealing market share
Global The rest of the world holds more of an opportunity to create a market share.
The Approach
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Maximizing with the Minimum
Although ad spending is highly visible among competitive spirit brands, we planned to keep spending down by:
• Building an effective and responsive presence through social efforts
• Making low-cost SEO improvements to Belvederevodka.com
The Approach
A Systematic Approach
The Ecosystem
Consumers use a wide range of media for inspiraton and information on what to drink, how, and when, how and who with. Therefore, we developed an ecosystem to:
• Establish relevant platforms
• Optimize each platform
• Maximize consumer engagement
SEO
DISPLAY ADS
BRAND WEBSITE
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OFFLINE PR
SEMDIGITAL
PR
CRM
MOBILE APP
EVENTS
OTHER SOCIAL MEDIA
POS
The Ecosystem
Owned media, such as the brand website,is the ideal place to provide greater information, and build trust with the consumer base.
• In 2010, we delivered a new, flash state-of-the-art website
• Full SEO and social media integration.
• The site was awarded the 2010 President’s Gold Award Grand Champion by Moet Hennessy.
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Belvederevodka.comThe Site
We updated and re-mapped Belvederevodka.com with mobile pages for increased usability across multiple devices.
Optimization of all content for interaction & share-ability among the most relevant social media platforms, including:
• Pinterest.
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Social Media IntegrationThe Site
Cocktail content is consistently the highest in terms of search, discovery and engagement.
In addition, cocktail updates always drive traffic to the site. By optimizing the cocktail content for search engines and social media, we were able to maximize our most lucrative asset, and drive more users to the site.
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Search Engine OptimizationThe Site
TOP PAGES VIEWED ON BELVEDEREVODKA.COM 2012-2012
22.4% PRODUCT
PAGES
COCKTAILS & MIXOLOGY
33.5%44.1% OTHER
81.1% = NEW VISITORS
50.41% = VISITORS FROM SEARCH
TRAFFIC SOURCES
A microsite & mobile app promoting Belvedere Vodka through a fun educational program complete with mixology how-to videos, and users can get the Belvedere experience.
• Social sharing capabilities through Facebook Connect for optional account login and video sharing.
• All video content hosted on youtube page, tagged & optimized for SEO.
• Locator to find where to puchase product,
• All user accounts link directly to accompanying mobile app.
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Microsite and Mobile AppThe Site
• Optional Facebook connect login, enables social sharing of videos and maximizes audience by reducing barrier to entry.
• Video queue/library and social sharing enabled directly from app.
• Locator Mobile OS integrated, with mobile OS integrated share capabilities give the ability to invite friends for cocktails at a bar near you
• Live feed of social media networks including FB, Twitter, and Instagram gives the ability to launch sm app for user interaction.
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The Mobile AppBelvedere Master Class
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Relevancy & Affinity Across Social Media
Social Capital
Utilizing the variety of emerging and established social media is necessary for Belvedere to thrive digitally.
However, being present isn’t enough. The Belvedere experience in each outlet was carefully planned in order to maximize and capitalize on the individual potential each had to offer.
Facebook proved to be the ideal vehicle to provide consumers with drink inspirations and to reach them at the point in their day when they are planning their evening. With the launch of Timeline, a simple and highly effective plan was born.
• Use beautiful cocktail photography from Belvedere events
• Keep the messaging brief and convey a tone that establishes a fun and sophisticated voice for the brand.
• Link to the site for recipes
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Facebook: MessagingSocial Capital
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Facebook: Initiatives
Sweepstakes, contests and product launches tapped into Belvedere’s social graph (Facebook connect) and allowed for an extremely effective platform to get maximum exposure and engagement for a minimal initial cost.
When a consumer shared that content,2nd and 3rd degree friends saw the content, and thus, became involved with the brand. Win Win.
Social Capital
0%
5%
9%
14%
18%
0
25,000
50,000
75,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Reach Per 100 Engagement Rate % (likes/comments/shares)
2012 FACEBOOK MESSAGING EFFECTIVENESS
The introduction of Facebook’s EdgeRank in 2011 initially reduced our visibility among fans. However, we were able to not only maintain, but increase our level of engagement as we shifted our messaging tactics towards a more visual approach.
A steady organic growth independent of paid media resulted with:
• 1Million Fans landmark
• Average of 10,726 “Likes” per post
• Average reach of:
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AVERAGE OF 10,726
“LIKES” PER POST
Facebook: EdgeRankSocial Capital
Twitter is the communication choice for urban nightlife. The use of hashtags proved to be a powerful strategic tool for Belvedere.
Utilizing influencers to use #morebelve was an ideal way bring the brand and consumers together and organically promote Belvedere to new fans. Innovative use Twitter included:
• Leaderboard at events where users tweeted their #firstdrink at events see what other consumers were drinking
• Consumers tweeted #BelveRED to raise money for Global AIDS/HIV Fund
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TwitterSocial Capital
The Belvedere YouTube channel is both interactive and shareable across social networks. SEO Optimization was key to reaching a larger audience. This was achieved by tagging and cataloging all videos. The result?Higher visibility and increased viewership.
By constantly updating with new videos, viewership consistently increased. Content ranged from:
• New Product Launches
• Event recaps featuring Celebrities
• Musician partnership videos
• Mixology Tutorials
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YouTubeSocial Capital
Social Capital
Taking initiative to launch a Pinterest page ahead of the majority of Belvedere’s competitors paid off with a consistent increase in engagement.
The Belvedere lifestyle lives on Pinterest through a collection of vibrant photos highlighting product, cocktails, events, and recipes. Belve’s Pinterest page successfully connects with consumers emotionally and further benefits the brand through:
• Optimization of every pin and board to be indexed on Google
• Sourcing every pin from the brand website, thus increasing referral traffic to Belvedere.com
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PINTEREST ENGAGEMENT GROWTH SINCE LAUNCH
0
160
320
480
640
800
Likes Re-Pins
JANUARY 2012 to FEBRUARY 2013
OTHER SOCIALFACEBOOK
(Belvedere)RED
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Ecosystem in Motion
YOUTUBE
DIGITAL PR
EVENT ACTIVATION
WEBSITE
MOBILE
POS
DISPLAY ADV.
OFFLINE PR
MESSAGING
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Belve Music LoungeEcosystem in Motion
MOBILE FACEBOOK
EVENT ACTIVATION
MESSAGING
WEBSITE
OFFLINE PR
YOUTUBE
ONLINE PR
After just one year… Outcome
Awards:
• 2010 President’s Gold Award Grand Champion
• some other awesome thing
Year 1 results (2010 - Global digital strategy, website redesign, digital pr, branded entertainment):
• Site unique visitors: from 350 to 39,000/month
• Time spent on site doubled: 1.21 - 2.46 minutes
• Google search volume increased: +12%
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A toast to success 3 years later… Outcome
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Facebook Fans: • Nov 2010: 285,998 • March 2013: 1,324,513
= Growth: 363.12%
Twitter Followers: • May 2010: 2,930 • March 2013: 11,314 = Growth: 286.14%
Youtube views: • March 2013: 7,839 • March 2013: 359,049
= Growth: 4480.29%
Source: Google Analytics; Facebook Insights; Radian6; Wildfire Analytic; YouTube Analytics
As of March 2013
• Site unique visitors: 60,000/month
• Leader in key cocktail searches during peak search times: +??