EXPERIENCE STRATEGY / DEMAND GENERATION

Realigning the Coors Light 'Summer Program' to support evolved millennial needs.

As the Lead Strategist, I worked closely with designers, community managers, and creative directors to shape the vision for the Coors Light Summer Program. My responsibilities included crafting a comprehensive engagement plan, developing a customer journey strategy, and leading media planning and buying efforts to maximize the campaign's reach and impact. I was instrumental in aligning the client's business objectives with the campaign’s messaging across all touchpoints, ensuring a seamless and engaging experience for the target audience.

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OVERVIEW.

The challenge: How can we increase brand engagement among the young consumer segment?

Background: With temperatures soaring into the 90s, 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.

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 by 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.

The brand achieved an 5% lift in sales during Summer period, in line with the planned business objectives.

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.

EXPERIENCE & CONSUMER JOURNEY.