perrier final presentationv2

TEAMAll Day

Claire Funmi Daniel Tammy Maggie Nick

Introducing Our Team

Background Research Strategy Our Idea Measuring Our Success Q&A

Agenda

The Challenge

How can we get millennials to add Perrier to their beverage repertoire?

Background Research Strategy Idea Success Q&ASocial

ZThe Business Objectives

Raise awareness, curiosity, and consideration of Perrier and Perrier with natural flavors

Drive millennials to purchase Perrier because they see the brand in a new light


Reintroduce Perrier as the modern and relevant brand that it is

Help drive 24-hour consumption

Incorporate both flavored and unflavored varieties

Show that Perrier not only fits a millennials lifestyle, it enhances it Keep it Perrier

The Ask


Our Target: Millennials

43 million in the U.S. Emphasize social status Value experiences over things Crave interactive brands Reject traditional advertising

Adventurous with flavors


Stacks of articles read

Numerous people surveyed Hundreds of words exchanged

Countless hour spent

Resets: 10

Research


Sharing stories

Staying relevant

Unique experiences

Individuality

Our Audience: The Social Guru


Our Persona

SARAH, 22


The Big IdeaL


The Cultural Tension

The Brand’s

Best Self

The Big IdeaL

What is The Big IdeaL?


The Big IdeaL


The Big IdeaL

Background Research Strategy Idea Success Q&ASocialBackground Research Strategy Idea Success Q&ASocial

The Big IdeaL


Cultural TensionMillennials

fear being irrelevant. Without memorable

experiences, they don’t have a

story to tell.

The Big IdeaL


Perrier’s Best Self

Perrier makes water an experience.

The Big IdeaL


Cultural Tension

Millennials fear being irrelevant. Without

memorable experiences, they don’t have a

story to tell.

Perrier’s Best Self Perrier makes

water an experience.

Perrier believes the world would

be a better place if we had MORE

memorable experiences

everyday.

The Big IdeaL


The Idea

MORE EXTRAORDINARY

Less Ordinary


24-hour consumption 12 live & sharable social events #AllDayPerrier

United States of Perrier


Morning. Afternoon. Evening. #AllDayPerrier

Good morning, New York……need a coffee?

Morning


Morning Cont.


Feeling a mid-day slump coming on…

…and you need a pick me up…

AfternoonBackground Research Strategy Idea Success Q&ASocial

Afternoon cont.And the games have begun.Concession treats. Entertainment. Drinks.


You’re on your way to the party…

…but the party’s already started

…and you’re invited.

EveningBackground Research Strategy Idea Success Q&ASocial

Initial Perception

Post Event Purchase

Consideration

Active Evaluation

Customer Decision Journey


THE BUZZ

Social Strategy

AWARENESS SUSTAINABILITY

#ALLDAYPERRIER

ENGAGEMENT

Phase 1 Phase 2 Phase 3


Z Facebook Instagram Twitter NYC Map

Social Strategy


Social Strategy

AWARENESS SUSTAINABILITY

#ALLDAYPERRIER

ENGAGEMENT



Organizing The Buzz

US Map Locations


KPIs

#AllDayPerrier

These Waiters On Skates Will Serve You Coffee!

FPO

This weekend Perrier unleashed a troop of cheerleaders with candy, a 4-piece brass band, and waiters on skates serving you coffee (yeah, you heard me)


The Budget 9%6%

9%

45%

30%

The Experience Promotion Microsite Contingency Agency Fee

$351,100


Summary: The Addressed

Re-introduced Perrier as the modern and relevant brand that it is

Directly drove 24-hour consumption

Incorporated both flavored and unflavored varieties

Showed Millennials how Perrier can enhance their lives Kept it Perrier


Thank You

Appendix

Morning Afternoon Evening

Product: Perrier Original (Perrier Frappes) Characters: Roller skate waiters Location: Soho, NYC Props: Perrier Music, coffee cups, Perrier art truck

Product: Perrier flavors Characters: Perrier athletes, referee Location: Dumbo, Brooklyn Props: Perrier Music, megaphone, cotton candy, net, beach ball, Perrier art truck

Product: Perrier flavors Characters: Perrier cheerleaders Location: Chelsea, NYC Props: Perrier Music, Perrier art truck

The plan

ZMorning Good morning, New York…Perrier truck rolls around Soho and parks on Broadway. New York is just waking up. The weekend has begun. …need a coffee?Perrier waiters on roller-skates come out of the truck handing out free Perrier originals. Meanwhile the truck open its windows and starts serving Perrier Frappes, a free coffee for your morning.

Z

AfternoonFeeling a midday slump coming on…Perrier truck pulls up to the flea market is in full swing and the streets are bustling.

…need a pick-me-up?Hear the sound of a shrill whistle, the referee arrives. Next follow the athletes.

ZEvening

And when you’re on your way to the party…Meatpacking district as people are pulling up to the club Speakers on van start to play Dubstep versions of classical music.

…and you realize the party’s already started…Perrier Cheerleaders come out and start dancing around the van drawing attention.

…and you’re invited.As people start to make their way to the clubs, Perrier is handed to them w/ tags that have suggested alcohol pairings.

Extended Campaign Map

Social Strategy

AWARENESS SUSTAIN

#ALLDAYPERRIER

ENGAGE


Total Social Media Output

EXTRAORDINAIRE AWARE ENGAGE REMEMBER

#ALLDAYPERRIER

EXTRAORDINAIRE AWARE REMEMBER

#ALLDAYPERRIER

EXTRAORDINAIRE AWARE ENGAGE REMEMBER

#ALLDAYPERRIER

ENGAGE

Total Social Media Output

embedded extraordinaire commercial, brand personalities

official / unofficial photos and videos from activation, #AllDayPerrier recap video promotion

embedded official recap video

microsite, photos of city maps, #AllDayPerrier

:15 clips of the commercial, photos of brand personalities

official recap video, photo and video #TBTs

captions with hints, city map photos, #AllDayPerrier

pithy tweets dropping hints about the activation, photos of personalities


official recap video, photo and video #TBTs

tweets talking about activation, tinyurl driving to microsite, #AllDayPerrier

2 weeks before 1 week after1 week before activation 2 weeks after +


Results of our activation:

• Increase in consideration • Social impressions • Likes, comments, views all weighted differently • Earned Media • Buzzfeed or other millennial related media • Facebook trends • Create advocates for the brand amongst millennials • More people converted to drinking perrier • Increased subscriptions to ready refresh

KPIs

SourcesSlide Research Research https://www.perrier.com https://www.emarketer.com http://www.mintel.com http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf http://www.simplymap.com/ Survey https://www.qualtrics.com The Big ideaL http://www.ogilvy.com/On-Our-Minds/Articles/November_2010_The_big_ideaL.aspx The Buzz http://www.emarketer.com/Article/Millennials-Politics-Social-Media-Usage/1013475 http://awgadvertising.com/a-winning-combination-social-media-experiential-marketing/ https://socialmediaweek.org/blog/2015/07/marketing-to-millennials/ The Budget

https://www.emarketer.com

http://www.mintel.com

http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf

http://www.simplymap.com/

https://www.qualtrics.com

http://www.ogilvy.com/On-Our-Minds/Articles/November_2010_The_big_ideaL.aspx

http://www.emarketer.com/Article/Millennials-Politics-Social-Media-Usage/1013475

http://awgadvertising.com/a-winning-combination-social-media-experiential-marketing/

https://socialmediaweek.org/blog/2015/07/marketing-to-millennials/

SourcesGeometry Global Social @ Ogilvy https://www.4imprint.com/tag/541/Disposable-Cups/t/250 http://sakida.com/index.html http://www.foryourparty.com/products/favors-and-accessories/tags/ https://www.4imprint.com/tag/690/Beach-Ball http://www.bjs.com/hathaway-portable-volleyball-net-system.product.3000000000000509622.item.3000000000000509623?cm_mmc=Google-_-PLA-_-SEM-_-Hathaway+Portable+Volleyball+Net+System&gclid=Cj0KEQjwlNy8BRC676-W0JezxbwBEiQA4Ydg0WgBiOnUPczqoSdVXPx3-R1OlhToz5jv3nHtlb8ssj4aAtlG8P8HAQ http://fctechgroup.com/2010/07/13/the-cost-of-digital-marketing/ http://graffitimurals.com.au/pricing/ https://www.snapchat.com/geofilters Guiding/Influencial Research

Budget BreakdownTotal Cost: $351,100

Categories: City Permission = 22,400 – 6.4% Afternoon:

- 5,000/city x 4cities = 20,000 300/curb stop x 8 stops = 2,400

Perrier-branded Food Truck = $62,000 – 17.7% •Food Truck w/wrapping and equipment ($60,000) •Gas: (7,700miles/10mpg = 770 gallons x $2.30/gallon = $1,771~$2,000)

Experience = $34,340 – 9.8% •Hire Actors o Waiters (10) o Sexy Girls (10) o Clubbers (10) o Crazy Firework Guys (5) o Tennis Players (6) o Tennis Referee (1)

•Total people - 42 x 1 day (5 hours) x 4 cities x $20/hour : $16,800

Budget Breakdowno Costumes: $100 x 42 people = $4,200

•Videographer: 1,200/day (2 man crew) x 4 cities: $4,800 •Food/Drink Supplies o Perrier Frappe ($1.42 x 2,500 = $3,550) ♣ Cups (max .99c each) • Instant coffee/coffee powder (.47c/oz = 16c per coffee) •Caramel syrup (.41c/oz = 27c per coffee)

o Cotton Candy - Branded ($1.00 x 2,500 = $2,500) o Tags for Perrier Bottles - ($90.00 per 2,500) - 4Imprint

•Perrier: $2,000 •Tennis o Balls - ($1.00/ball - 150 = $150.00) o Net- $100.00 Total: $250.00

Promotion = $147,360 – 42% •Promotion o Social Promoted/Sponsored posts - talk to social team. ♣ Instagram - 6 posts x 4 cities : 72,000 ♣ Facebook - 6 posts x 4 cities : 72,000 ♣ Snapchat Filter ($280/day per city) (4 cities x 3 locations = $3,360 per day)

Budget BreakdownMini Site = $30,000 – 8.5% •Micro Site (ranges 30,000- 80,000) Probably 30,000 b.c simple

Street Artist = $5,000 – 1.4%

Contingency = 20,000 – 5.7% Agency Fee (10%) = 30,000 – 8.5%

http://fctechgroup.com/2010/07/13/the-cost-of-digital-marketing/

http://graffitimurals.com.au/pricing/

CITY WEEK 1 WEEK 2 WEEK 3 WEEK 4

NEW YORK

CHICAGO

AUSTIN

LOS ANGELES



perrier final presentationv2

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