Jeff French - a Tale of Two Tequilas - iStrategy Chicago 2012
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Transcript of Jeff French - a Tale of Two Tequilas - iStrategy Chicago 2012
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A TALE OF 2 TEQUILASUtilizing Opt-In Consumer Data From “Behind The Wall” On Facebook
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WHO WE ARE
LOUDDOOR IS THE LEADING FULL-SERVICE MARKET RESEARCH AND AUDIENCE
TARGETING PLATFORM ON FACEBOOK.
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How much do my Fans spend on products like
mine?
Are they familiar with my brand?
Do they have good credit?
How much money do my Fans make?
What drives their purchasing decisions?
How big is my market on Facebook?
OUR SOLUTION
We combine self-reported consumer insights with opt-in data from behind the Facebook wall to enable high confidence marketing decisions that drive superior results.
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A TALE OF 2 TEQUILAS
• 2 Very Different Tequila Brands
• Different Branding
• Different Suggested Consumption
• Different Audience
OUR SOLUTION
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OUR SOLUTION
A TALE OF 2 TEQUILASHORNITOS TEQUILA
•Pure Temptation
•Consumed as a shot or on ice
•Premium, smart and sophisticated
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OUR SOLUTION
A TALE OF 2 TEQUILASSAUZA TEQUILA
•Girls’ Night In
•Perfect for margaritas
•Party hosts, trying new recipes,
making margaritas at home
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OUR SOLUTION
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OUR SOLUTION
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OUR SOLUTION
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OUR SOLUTION
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OUR SOLUTION
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OUR SOLUTION
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OUR SOLUTION
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Hornitos Tequila Original Audience Past 3 Month's
Tequila Consumption Rate
39%
ALL FANS
IDEALCUSTOMERS
OUR SOLUTION
Sauza Tequila Original Audience Past 3 Month's
Margarita Consumption Rate
24%
ALL FANS
IDEALCUSTOMERS
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AUDIENCE GROWTH
Finding the right Fans.
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Hornitos Ideal Ad Correlations
DATA CLEANSING
• Eliminate “Hyper-Likers”
• Remove users that are unlikely to engage with the brand.
OUR SOLUTION
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DATA CLEANSING
• Eliminate “Hyper-Likers”
• Remove users that are unlikely to engage with the brand.
OUR SOLUTION
Sauza Ideal Ad Correlations
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LoudDoor Audience Past Month's Tequila Consumption Rate
84%IDEAL
CUSTOMERS
RESULTS OF THIS APPROACH
0 100,000 200,000 300,000 400,000
24,438 Fans (Original)255,769 Fans
Sauza Page Fan Growth
0 100,000 200,000 300,000 400,000
60,908 Fans (Original)346,908 Fans
Hornitos Page Fan Growth
80% Reduction in Cost Per Fan
HORNITOS TEQUILA
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AUDIENCE ENGAGEMENT
The right message for every Fan.
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FAN MATCH
FAN MATCH
SEGMENTED FAN MATCHING
Straight Shot Consumers
Mixed Shot Consumers
Mixed Drink Consumers
FAN MATCH
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FAN MATCH
FAN MATCH
SEGMENTED FAN MATCHING
MargaritaConsumers
Make Margaritas
from Scratch
Price Shoppers
FAN MATCH
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SPONSORED AD PLACEMENT
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SPONSORED AD PLACEMENT
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INITIAL RESULTS - POST AMPLIFICATION
Reach Increase Engagement Increase
Sponsored Posts 327% 404%
Non-Sponsored Posts 103% 104%
Sauza Tequila
Reach Increase Engagement Increase
Sponsored Posts 632% 453%
Non-Sponsored Posts 94% 94%
Hornitos Tequila
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STRATEGY
A SCALABLE STRATEGY WITH IMPLICATIONS FOR THE FUTURE
•Facebook’s Ad Platform Continues to Develop
‣ Custom Audiences
‣ Facebook Exchange
‣Mobile Ad Units
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A SCALABLE STRATEGY WITH IMPLICATIONS FOR THE FUTURE
•LoudDoor’s Data Transcends Facebook Users’
Method of Facebook Consumption
‣ Daily paneling of Facebook users
• The future consumption of Facebook
‣Desktop Users
‣ Mobile Users
‣ Off-Facebook Sponsored Stories
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