DIRECT TO CONSUMER ECOMMERCE STRATEGY.

Developing a direct-to-consumer mobile commerce solution to support evolved millennial needs.

ROLE & DELIVERABLES:

Planning & Strategy
Customer Journey
Content Strategy
Media Planning & Buying

OVERVIEW.

Increase engagement among the young consumer segment.

Background: With temperatures soaring into the 90’s, consumers in Puerto Rico are always looking for ways to escape the summer heat. Coors Light saw this as a major opportunity to generate brand excitement while reinforcing the cold refreshment attribute. As part of the Coors Light Summer Program in Puerto Rico, we needed to explore new channels to help drive sales while ensuring digital was integral to the process.

Insights: During strategy development, the team leveraged social listening to find, analyze and extract insights from over 26k summer-related social media posts from Puerto Rican fans. We also leveraged Google's interest to understand the what, how, and when are people preparing for summertime in Puerto Rico. With a solid understanding of keyword frequency, we had an idea of who to talk to the audience and respond to their needs.

Audience: 18 – 25 years old, self-motivated, men and women, with a spirit of determination. They believe life is a journey and they like to celebrate along the way. They are challenged with the current economic situation and how it affects their life (spending, outings, etc.).

Messaging: Reinforce cold refreshment credentials in a locally relevant way to reconnect and regain relevance among the young consumer segment.

Objectives: Drive awareness by amplifying consumer promotions, events, and happy hours. Drive trial from Online to POS and Events.

Strategy: Coors Light partnered with local delivery service (D2C) RonPon, offering a free ‘Cold Bag’ full of ice delivered right to consumers on the beach with the purchase of a Coors Light six-pack. And in the interest of generating maximum reach, the team provided Ronpon with custom promotional content to push through the Ronpon Facebook page and mobile app - reaching everyone following the delivery service. By providing our partners with content for their social channels we were able to reach new audiences.

WE reached over 80k heavily targeted consumers WITH at least 800 deliveries with 400% less investment than traditional efforts.

COMMUNICATION STRATEGY.

AWARENESS, COMMERCE & LOYALTY.

The digital components of the campaign were organized into three primary phases. The program starts in July with a communications phase designed to drive awareness of #VeranoCoors. It then moves on to engage consumers with a focus on generating excitement and driving them to points-of-sale. Finally, it ends in a major event in September to celebrate the end of summer.

CONNECTION STRATEGY.

Commerce Phases.

PHASE 1. AWARENESS.

ECOMMERCE READY.

With a focus on driving sales and increasing Coors Light consideration, we will venture with local delivery service (D2C) RonPon and build CTA's on all our platforms.

PHASE 2. ENGAGE.

MOBILE ENGAGEMENT.

Through web and mobile app, consumers could order up a 'Cold Bag' full of Coors Light. The 'Cold Bag' consists of a branded insulated bag with a six-pack and ice in it.

PHASE 3. LOYALTY.

PERSONAL DELIVERY.

RonPon will proceed to have it delivered to them right in their beach location of their preference (pin).

PHASE 4. UGC

RE-ENGAGE

Inside the bag, consumers will find a waterproof flyer that will invite the consumers to enjoy the product while listening to a Spotify Summer Playlist (by Coors Light) - simply by scanning the Spotify code/url. Upload a UGC (#veranocoors) and receive a future discount.

CONSUMER JOURNEY.

a different approach to brand-building.

Coors Light is a brand that has been taking serious jabs from the competition, nonetheless, it is obvious the brand has taken a different approach to brand-building. Moving to a digital first model and adding science to the art of creativity has allowed it to push the bar against all odds. Sales-lift and brand trackers prove the strategy is working. The evolution and passionate tone of voice shows great copywriting towards an experiential campaign.

VIEW DETAILS

PERSONA DEVELOPMENT.

a very complex demographic to satisfy.

Young adults are a very complex demographic to satisfy. Brands appealing to this group need to take risks, challenge the norm, do the unexpected and be disruptive. But this is just the price of entry into their consideration set, this group doesn’t believe on brands, but on what they mean to them, they feel no commitment and don’t forget mistakes easily.

VIEW DETAILS

CONTENT STRATEGY.

COMMUNICATE, ENGAGE & CELEBRATE.

The digital components of the campaign were organized into three primary phases. The program starts in July with a communications phase designed to drive awareness of #VeranoCoors and product differentiation. It then moves on to engage consumers with a focus on generating excitement and driving them to points-of-sale. Finally, it ends in a major event in September to celebrate the end of summer.

PHASE 1. COMMUNICATE.

Establish the identity.

Establish the summer identity and build anticipation for the upcoming summer packaging (product differentiation). The summer packaging was introduced during the communications phase in multiple platforms to ensure consumers were on the lookout for it at various points of sale.

PHASE 2. ENGAGE.

Engage consumers.

Engage consumers with focus on driving them to key points of sale. Simultaneously, live events were key in capturing digital content to elevante differentiation throughout the rest of the campaign. Videos and images of local consumers enjoying the beautiful beaches of Puerto Rico would prove invaluable throughout the rest of the summer season and for years to come.

PHASE 3. CELEBRATE.

celebrate summer.

Bring the community to celebrate the end of summer like only Puerto Rico can. The campaign ended in an invitation-only event (retargeting) designed to celebrate the summer season. During the celebration, the host encouraged attendees to capture the event and share on their social channels with the campaign hashtag for a chance to win a Yeti cooler, generating tons of UGC.