JAMESON TAKE IT IRISH: DIGITAL PLATFORM AND CRM

АНДРЕЙ ДАНИЛОВ PERNOD RICARD ROUSS

CRM & DIGITAL MARKETING MANAGER

МАРИЯ ЗЛОБИНА TRAFFIC ISOBAR

CRATIVE TECHNOLOGY MANAGER

AWARENESS GROWTH + 5%

2014 2015

75% 70%

LET'S TAKE A LOOK AT THE BHT RESULTS

(based on IPSOS data)

2014 2015

75%

2014 2015

58% 63% 70%

AWARENESS GROWTH + 5%

CONSIDERATION GROWTH + 5%

LET'S TAKE A LOOK AT THE BHT RESULTS

(based on IPSOS data)

2014 2015

75%

2014 2015 2014 2015

15% 17% 70% 58% 63%

AWARENESS GROWTH + 5%

CONSIDERATION GROWTH + 5%

TRIAL GROWTH + 2%

LET'S TAKE A LOOK AT THE BHT RESULTS

(based on IPSOS data)

2014 2015

75%

2014 2015

58% 63%

2014 2015

15% 17%

2014 2015

9% 12% 70%

AWARENESS GROWTH + 5%

CONSIDERATION GROWTH + 5%

TRIAL GROWTH + 2%

ADVOCACY GROWTH + 3%

LET'S TAKE A LOOK AT THE BHT RESULTS

(based on IPSOS data)

FOR MORE THAN THREE YEARS WE HAVE WORKED IN DARK MARKET. THE COMPLEX AREA WHERE ALMOST EVERYTHING IS FORBIDDEN…

…ALMOST.

WE HAVE MANAGED TO BUILD A FAIRLY COMPLEX BRAND ECOSYSTEM.

INSTEAD OF ALL THIS COMPLEX ECOSYSTEM

FACEBOOK

COMMUNITY OFFLINE EVENTS

THERE WERE THE ONLY SOCIAL AND EVENTS.

AND THIS IS WHERE OUR JOURNEY BEGINS!

Jameson Russia FB community

2014

FIRST OF ALL WE USED A COMPLETELY NEW APPROACH.

WE CALLED IT PRODUCT CENTRIC CONTENT APPROACH

WHAT IS PRODUCT CENTRIC CONTENT APPROACH?

IT DOES NOT MATTER IN STATICS OR

DYNAMICS PRODUCT - CENTRE OF

COMMUNICATION

OFFLINE

EVENTS EVENTS CRM + +

WE'VE ADDED A COMPLETELY NEW ELEMENT:

CRM SYSTEM

SM

COMMUNITY

TAKE IT IRISH DIGITAL PLATFORM

AND IT ALL COMBINES INTO

TAKE IT IRISH OR TII

2015

NOW WE HAVE CREATED A UNIVERSAL SPACE, WHICH WAS EQUALLY COMFORTABLE FOR ALL JAMESON FRIENDS

AND NOW WE NEED TO GROW IT

NO ONE ENTERED THE PARTY WITHOUT BEING TRACKED BY THE CRM SYSTEM

CAUSE OF THE TII E-TICKETS PLATFORM

HOW E-TICKETS WORKS?

GET CODE REDEEM CODE ON TII

GET E-TICKET JOIN THE PARTY

FROM AGENCY OR CLIENT OR REQUEST VIA TII REGISTRATION REQUIRED

TICKETS SENT TO THE REGISTRATION E-MAIL

WE VERIFY TICKET THROUGH QR CODES

INTERACTIVE

COMMUNICATION

REWARDS

TAKE IT IRISH IS: TO ENGAGE INTO INTERACTIVE ACTIVITIES AIMED TO SHARING AND RETENTION

NEWSLETTERS THAT ARE CLOSER TO THE MAGAZINE RATHER THAN E-MAIL

THE MOST ACTIVE USERS ALWAYS HAVE THE CHANCE TO RESIVE PRIZES FROM THE JAMESON

TAKE IT IRISH IS:

UNDERDOG CHALLENGE

INTERACTIVE

COMMUNICATION

REWARDS

NEWSLETTER

TAKE IT IRISH IS:

INTERACTIVE

COMMUNICATION

REWARDS

MERCHANDISE CORNER

TAKE IT IRISH IS:

INTERACTIVE

COMMUNICATION

REWARDS

HOW WE RECRUITE NEW AUDIENCE?

RIGHT AUDIENCE IN THE RIGHT PLACE

GUEST MANAGEMENT

DIGITAL RECRUITMENT

AND NOW LET'S TAKE A LOOK AT THE TRULY INTERESTING RESULTS.

TAKEITIRISH.RU STATS

00:02:54 Avg.Session Time

7,58 View depth

XX 000 Base

23% Active Users

AND NOW LET'S TAKE A LOOK AT THE TRULY INTERESTING RESULTS.

NEWSLETTERS STATS

46,7% AVG OR

29% AVG CR

2017

OUR NEXT GOAL IS TO DIG DEEP INTO TRADE INTEGRATION.

TRADE INTEGRATION

AND OF COURSE WE WILL CONSTANTLY IMPROVE THE QUALITY OF TII PLATFORM

OUR GOALS

BRANDED EVENTS

MULTICHANNEL INTEGRATION + ONLINE

STORYTELLING + =