Campari International Appleton Rum UK 2014 Digital Plans / End of 2013 Summary November 2013.

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Presentation transcript:

Campari International Appleton Rum UK 2014 Digital Plans / End of 2013 Summary November 2013

Social Media: Facebook & Twitter Content 2013

Social Media: Facebook & Twitter Summary Statistics 2013 Total Facebook Likes – 95% growth End April 3,295 End November 6,541 Facebook reach – over 200% growth End April Avg. Daily 26,978 / Weekly 98,000 May to November Avg. Daily 65,902 / Weekly 322,592 *over 500% growth achieved in Aug peak Daily 120,993 / Weekly 593,636 Twitter followers – 384% growth End April 525 End November 2,545 Twitter monthly reach – 200% growth November – 1.2 million #DiscoverRum hash tag End November #DiscoverRum reach/exposure 322,000 User Generated Content – increase by 300% Volume of UCG submission since start of campaign comps, twitpics, Facebook photos. #DiscoverRum start date: May 2013, End April has been used as the comparative month – 7 month period.

#DiscoverRum Digital Plans 2014 o Grow our community and drive consumer usability  Produce digital comms to activate the 600k Facebook fans and 390K Twitter fans of Rum in the UK  Deliver a blend of always on, promotional and advertising activity to drive 15K fan growth and 1% engagement average  Support the Rum Bus and bar sampling experiential activity with digital amplification tactics on bus and on localisation  Incentivise fans to introduce friends to ‘Discover’ AE Rum  Support ATL and PR with digital amplification and data capture  Produce seasonal and UK specific digital content on AE rum experiences and serves to increase attitude to everyday usage

#DiscoverRum Digital Plans 2014 o Grow our on-trade & off-trade distribution and sales  Produce monthly digital comms to share off-trade offers, showcase store availability and simple serve recipes  Work with off-trade to create simple serve recipe bundles and push purchase towards ‘add to basket’ online spend  Showcase on-trade partners and their events online as part of the ‘#DiscoverRum Today’ posts (serve and location push)  Support on-trade via showcase of localised on-trade destinations near the rum bus UK tour  Continue producing local #DiscoverRum maps of on-trade partners and their special AE serves

#DiscoverRum Digital Costs 2014 o Estimated Costs for 2014  New #DiscoverRum 2014 Campaign Set-up Cost - £6,000  Always on Cost: weekly moderation of Facebook and Twitter, fan engagement, optimisation, product / event promotion, produce conversation calendar, £2,000 per month, over a 12-month period. - £24,000  Facebook Development: E.g. Implement off-trade showcase, add to basket and DiscoverRum To A Friend App - £10,000  TOTAL cost £40,000