Influential Marketing
May 2013
Quentin Job, VP Innovation - Pernod Ricard Asia
Glen Brasington, VP Marketing – Pernod Ricard Asia
Pierre Berard, Marketing Director- Pernod Ricard China
2
Today…..
INFLUENCER MARKETING
x
Key Individuals
1
Propagation

Tribal Strategy
Digital Precision
3
Innovation Process
2
0101001
0101010
0001000
Pierre Berard, Marketing Director- Pernod Ricard China
Glen Brasington ,VP Marketing – Pernod Ricard Asia
Quentin Job, VP Innovation - Pernod Ricard Asia
3
Today…..
INFLUENCER MARKETING
x
Key Individuals
1
Propagation

Tribal Strategy
Digital Precision
3
Innovation Process
2
0101001
0101010
0001000
Pierre Berard, Marketing Director- Pernod Ricard China
Glen Brasington ,VP Marketing – Pernod Ricard Asia
Quentin Job, VP Innovation - Pernod Ricard Asia
4
Influencer Planning
 The benefit of this approach gives our markets & brands focus and increases effectiveness
3
N
4
x



Brand & Targeting
Strategy
Brand Plan
2
1
Tribal Strategy
2.1 How to identify relevant tribes?
2.2 Identify/Engaging Tribe Leaders
2.3 Quantify Opportunity
Engaging
Brand Experiences
Maximizing
Propagation
€
Assessment
What is a tribe?
A GROUP OF PEOPLE SOCIALLY CONNECTED TO ONE ANOTHER
CONNECTED BY ONE OR SEVERAL LEADERS…
TRIBAL MARKETING LEVERAGES THE POWER OF WORD-OF-MOUTH
CONNECTED BY SINGLE COMMON INTEREST OR PURSUIT
KEY OPINION
LEADERS
Eg.
"LONG DISTANCE
RUNNING
ENTHUSIASTS"
A tribe is a community sharing common
interests/passions who act as accelerators and generate
WOM, amplifying and endorsing brands by choice.
Source: Roland Berger
6
All Tribes are not created equal!
GOOD EXAMPLES OF TRIBES
PASSIONATE
INTEREST
STRATEGIC
TARGET
CRUSADERS
CONSUMPTION
POOL
TRIBE
GET TOGETHER
REGULARLY
TRIBE
EMOTIONAL
BONDING
VALUES FIT WITH
BRAND
Ideal tribes are tightly-knit groups whose values match
with the brands values and reach out across all
consumer typologies and across all needstates.
Cooking Class
Mademoiselles
(Japan)
Polo Players &
Spectators
INCLUSIVE
7
Five Step Process
 Identifying the best tribe-brand pairs takes over 6 months and includes qualitative and
quantitative research.
Tribe identification
Target ~100 tribes
Prioritize
tribes
In-depth
interviews
Target ~1
tribe/brand
5
Advocacy plan
Source: Roland Berger; Pernod Ricard
• Marketing & Commercial Innovation Session
– Identify possible brand partner tribes
22 Preliminary
• Screening & Desk Research
• Profile on each tribe & quantification
3 Workshop 2
3 PRIORITIZE
• Overlay consumption & advocacy
potential matrix
4 In-Depth
• In-depth 1:1 interviews
IDENTIFY
Profile &
rank tribes
3
11 Workshop 1
PROFILE
4 UNDERSTANDING • Develop influencer maps and value analysis
Development of
55 ADVOCACY PLAN
• Propose tribe-brand pairings
• Qualitative planning and co-creation with
leaders – engagement plans.
1. Demographic information
2. Tribal characteristics/
organization
3. Influencer relationships
4. Consumption habits
5. Tribe Online-Offline
Touchpoints
1. Unique comms message
2. Engagement calendar
3. CRM Program
4. KPIs
8
Large scale adoption but different stages of evolution
Brand Plan
x


Tribal Strategy
€
Engaging
Brand Experience
Maximizing
Propagation
Assessment
CHIVAS REGAL – GLOBAL TRIBES
ROYAL SALUTE – GLOBAL TRIBES
BALLANTINES
JAMESON – GLOBAL TRIBES
GH MUMM – GLOBAL TRIBE
ROYAL SALUTE
CHIVAS 18, CdP
INDIAN WHISKIES
RICARD
CHIVAS 18, PJ, TGL
PERRIER JOUET
MARTELL, JACOB’S CREEK
ABSOLUT
CHIVAS 18
ABSOLUT
•Live Music Groupies
•Contemporary Artists Sth
•Parisian Hipsters
•Rugby Players & Fans
9
Royal Salute Polo Tribe
10
Today…..
INFLUENCER MARKETING
x
Key Individuals
1
Propagation

Tribal Strategy
Digital Precision
3
Innovation Process
2
0101001
0101010
0001000
Pierre Berard, Marketing Director- Pernod Ricard China
Glen Brasington ,VP Marketing – Pernod Ricard Asia
Quentin Job, VP Innovation - Pernod Ricard Asia
11
New bespoke Pernod Ricard Asia innovation process
“SPACE RACE TOOLKIT”
1

UNDERSTAND
MARKET
ENVIRONMENT
11
4
3
2


CREATIVELY FIND AND DEVELOP SPECIFIC
SCOPE BIGGEST
ACTION PLANS
OPPORTUNITIES
ASIAN MARKETS ADOPTING NEW SPACE RACE PROCESS
4-6

EVOLVE INTERNAL
CAPABILITIES
ACTIONABLE
INNOVATION
OPPORTUNITIES
PER MARKET
12
Japan
1
4
THEMES
DEVELOPED
Consumer:
Review of emerging
consumer segments both
high and low end
2
5
INNOVATION
PROJECTS
ALIGNED ON:
Emerging Consumers
FUN SEEKING GALS
• Use influencers to deliver
disruptive product experience to
key consumer tribes and expand
• Establish Café de Paris as the
clear choice for relaxed social
occasions
13
Japan - Scoping
3
FUN SEEKING GALS:
HYPER SOCIAL, “GIRL-LY”, SPONTANEOUS
NAIL ARTIST /
SALONS
Scoping and targeting the
opportunity:
1.Consumer tribes:
•
Who are the tribes?
•
Who leads them?
2.On trade segmentation: where do
these consumers frequent?
3.Influencer strategy: consumer
interviews / Ethnographic studies
4.Margin opportunity scoping
5.Goal setting
FULL PROFILE MAPPING:
FAVORITE MUSIC BAND, COLOUR, LIFESTYLE,
FILMS, HANGOUTS, ACCESS TO
INFORMATION, ETC.
ABC COOKING
SCHOOL
14
Japan - Actions
1. CDP
Bloggers
Tasting
ABC
teacher
100 ABC
students
Tasting and
sampling
2. CDP
Cooking
Workshop
+
×
ABC
teacher
20 ABC
students
Cooking workshop
with CDP
4. CDP
Mass
Sampling
3. Digital
broadcast
of
Cooking
Workshop
ABC students
+
Diffusion
5,000 ABC
students
ABC fans
3 recipes
15
Tasting session of CDP with 100 SNS
users among ABC students

CDP Cooking Workshop by to develop
3 original recipes with video shooting

Broadcast videos on ABC web site (600K/month),
YouTube, mail magazine, twitter and facebook
(86,000 likes)

Sampling of CDP 20cl to 5,000 ABC
students in targeted branches

15
Japan – Actions
5. Nail EXPO
2012 tie up
6. Nail Artist
Community
70K nail artist community
50,000 visitors / 2
days
Tasting
and show
Online media
broadcast
Professionals and enthusiasts
GALS consumer group
16
 High
connection / exchange among
professionals
 Contests / training sessions / trade
show
1,150 glasses of CDP served
Promote Café De Paris and drive
influence and recommendation
16
 Good influence
to customers
environment
Trusting relationship
Social, high involvement occasion
for target
Intimate
16
Today…..
INFLUENCER MARKETING
x
Key Individuals
1
Propagation

Tribal Strategy
Digital Precision
3
Innovation Process
2
0101001
0101010
0001000
Pierre Berard, Marketing Director- Pernod Ricard China
Glen Brasington ,VP Marketing – Pernod Ricard Asia
Quentin Job, VP Innovation - Pernod Ricard Asia
17
In today’s digital environment
CLUTTERED SPACES
ADVERTISING WASTAGE
EXCESSIVE DATA

EMPOWERED INDIVIDUALS
NEW DEVICES AND TOOLS
‘ALWAYS ON’ MENTALITY
UNDERSTAND BEHAVIOUR
18
Understanding digital behaviour
What we do…


What we learn…


Apply
anonymous
key to deidentify data
Key media buying
partners for
targeting
improvements

Audience
/CRM
Database
Tailored
Audience
Engagement
Audience
Analytics &
Performance
Management
19
We create a tailored and connected brand experience
Brand Site - Product
Recommendation
Mobile Interactions – Apps
Social Media
TV Ad
Delivering optimal
experiences by consumer
touchpoints
Offline Interaction –
Events
20
MARTELL NOBLIGE – JOIN THE NEW ELEGANCE
3’ VIDEO
21
Digital is at the heart of all engagements
2 EVENTS
FASTEST GROWING PRODUCT
AMONGST BIG BRANDS
1 TVC
09/10 - 12/13
 DIGITAL
3 PRINT
Volume* Index 100 → 245
Share of Market* 30% → 38.2%
Advocate & friends 15% → 27%
* Source: RMDB
5 CHANNEL ACTIVATION
4 SPONSORSHIP
22
A leading practice on all brands
23
Data tracking of digital activation
Total
(Millions)
People Reached
189
460
6
656
People Engaged
10
8
1
19
Video Views
9
7
0.5
16.5
Source: Digital tracking - Past 2 year results of digital activation
24
Experience managing digital eco-systems
17
10
DIGITAL
ASSETS
DIGITAL
PLATFORMS
MANAGED IN
REAL TIME
25
Multiple touch points and platforms
2
3
www.chivas.com
Brand Communication
Consumer Knowledge
1
4 X NS
11/12-13/14
4
€
E-Commerce
Internal Collaboration
Digital Precision
GREATER IMPACT


T-Mall
Jingdong
Amazon
Yemaijiu
Oriental CJ
DIGITAL
GREATER
EFFICIENCY
26
Conclusion
AWARENESS MODEL
ADVOCACY MODEL
AWARENESS
CRUSADER

Message
TRIBE
CONSIDERATION

Activation
CONSUMPTION
Enables & Supports

ENGAGEMENT
Innovative,
Relevant &
Timely Content
Connection
CONSUMPTION
27