When entrepreneurs aren’t speaking about authenticity, they’re speaking about the necessity to collect first-party information.
A brand new marketing campaign from Bombay Sapphire, which launched on Wednesday with spokesperson and “Elvis” director Baz Luhrmann, entails each.
With the “Noticed This, Made This” marketing campaign, Bombay Sapphire is combining influencer-led social media interactions with the aim of constructing a loyal buyer base that’s (hopefully) prepared to share private info.
Bombay Sapphire is trying to generate the type of elevate in model consciousness and affinity that may lead customers to deliberately choose into future promotional efforts.
Information gathering
The marketing campaign consists of placements throughout social media, TV, CTV, streaming video-on-demand and out-of-home.
The advertisements invite audiences to create before-and-after images and movies exhibiting their real-life supply of inspiration, then put up the artistic output it impressed utilizing the hashtag #SawThisMadeThis.
Though gathering first-party information isn’t the first goal, Bombay Sapphire is on the lookout for social media engagement that results in electronic mail sign-ups.
“All of our media property will drive site visitors to a touchdown web page the place individuals can signal as much as study extra about us or submit their artistic output,” stated Jaime Keller, model director for Bombay Sapphire within the US. “Any info we seize, we are going to use to speak with them sooner or later.”
Focusing on and measurement
To focus on its marketing campaign, Bombay Sapphire is utilizing contextual alerts by means of writer partnerships and its personal proprietary viewers segments, comparable to so-called “expressionists,” or people who find themselves predisposed to looking for new experiences and inspiration.
It’s additionally utilizing lookalike modeling to draw potential gin fanatics, Keller stated.
However as an alcohol model, Bombay Sapphire needs to be further cautious about model security and suitability for all of its advert placements.
“We solely deal with promoting on LDA [Legal Drinking Age]-compliant channels and platforms,” Keller stated. “And we comply with a DISCUS [Distilled Spirits Council] protocol, which requires 72% of the viewers to be age 21 or older.”
KPIs for the marketing campaign embody model consciousness, notion and consideration, Keller stated.
Bombay Sapphire has established pre-flight baselines for every of those KPIs and can work with an exterior analysis company, MetrixLab, to judge the marketing campaign’s affect by means of surveys and panels.
The model will even monitor attain, frequency and views, Keller stated.
Crowd-sourced creativity
Within the US, Bombay Sapphire’s CTV technique will embody HBO Max, Peacock and Hulu, Keller stated.
Out-of-home campaigns will run in Instances Sq. in New York Metropolis and The Grove in Los Angeles. The social media plan consists of Instagram, Fb, Pinterest and Twitter.
Luhrmann is featured because the marketing campaign’s artistic director, and the marketing campaign idea is credited to him. All through the marketing campaign, Luhrmann and Bombay Sapphire will highlight choose submissions from the viewers on social media.
The potential for recognition from a famend filmmaker and the publicity that comes with it are the incentives for participation, somewhat than a promotional giveaway, Keller stated.
Submissions will even be featured on a devoted touchdown web page, with plans to showcase the content material subsequent 12 months in April throughout World Creativity Day and in artwork displays hosted in London and New York.
To get the ball rolling on submissions, Bombay Sapphire tasked a worldwide roster of mixologist influencers with designing distinctive gin cocktails impressed by the cities they work in. The model can be encouraging its followers, followers and the influencers in its community to share their very own creations.
“We’ll accomplice with influencers to amplify their output,” Keller stated. “What’s most necessary is discovering genuine collaborators to work with, in order that their message is genuine, and that authenticity ladders again to our model message.”
Bombay Sapphire labored with companions, together with its media accomplice OMD and advert company AMV BBDO, to develop its marketing campaign technique over the course of two years.
The marketing campaign, which launched on Wednesday, will run till not less than subsequent April throughout the US, UK, Spain, Italy, Germany, Australia, New Zealand, Brazil, Greece and the Netherlands.
