Influential Marketing. May 2013

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1 Influential Marketing May 2013

2 2 Quentin Job, VP Innovation - Pernod Ricard Asia Glen Brasington, VP Marketing Pernod Ricard Asia Pierre Berard, Marketing Director- Pernod Ricard China

3 3 Today.. INFLUENCER MARKETING x Tribal Strategy 1 Key Individuals Propagation Digital Precision 3 Innovation Process Glen Brasington,VP Marketing Pernod Ricard Asia Pierre Berard, Marketing Director- Pernod Ricard China Quentin Job, VP Innovation - Pernod Ricard Asia

Digital Precision 3 Innovation Process 2 0101001 0101010 0001000 Glen

4 4 Today.. INFLUENCER MARKETING x Tribal Strategy 1 Key Individuals Propagation Digital Precision 3 Innovation Process Glen Brasington,VP Marketing Pernod Ricard Asia Pierre Berard, Marketing Director- Pernod Ricard China Quentin Job, VP Innovation - Pernod Ricard Asia

5 Influencer Planning The benefit of this approach gives our markets & brands focus and increases effectiveness 3 Brand Plan 1 2 N x 4 Brand & Targeting Strategy Tribal Strategy 2.1 How to identify relevant tribes? Engaging Brand Experiences Maximizing Propagation Assessment 2.2 Identify/Engaging Tribe Leaders 2.3 Quantify Opportunity

Tribal Strategy 2.1 How to identify relevant tribes?

LEVERAGES THE POWER OF WORD-OF-MOUTH CONNECTED BY SINGLE COMMON INTEREST OR PURSUIT Eg.

6 Source: Roland Berger 6 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 Eg. "LONG DISTANCE RUNNING ENTHUSIASTS" KEY OPINION LEADERS A tribe is a community sharing common interests/passions who act as accelerators and generate WOM, amplifying and endorsing brands by choice.

7 7 All Tribes are not created equal! GOOD EXAMPLES OF TRIBES CRUSADERS STRATEGIC TARGET CONSUMPTION POOL TRIBE TRIBE PASSIONATE INTEREST GET TOGETHER REGULARLY EMOTIONAL BONDING Cooking Class Mademoiselles (Japan) VALUES FIT WITH BRAND Polo Players & Spectators Ideal tribes are tightly-knit groups whose values match with the brands values and reach out across all consumer typologies and across all needstates. INCLUSIVE

8 Five Step Process Identifying the best tribe-brand pairs takes over 6 months and includes qualitative and quantitative research. Tribe identification Target ~100 tribes 1 Workshop 1 IDENTIFY Marketing & Commercial Innovation Session Identify possible brand partner tribes 3 Prioritize tribes 5 Advocacy plan In-depth interviews Target ~1 tribe/brand Profile & rank tribes Preliminary PROFILE Workshop 2 PRIORITIZE In-Depth UNDERSTANDING Development of ADVOCACY PLAN Screening & Desk Research Profile on each tribe & quantification Overlay consumption & advocacy potential matrix In-depth 1:1 interviews Develop influencer maps and value analysis Propose tribe-brand pairings Qualitative planning and co-creation with leaders engagement plans. Source: Roland Berger; Pernod Ricard 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

9 9 Large scale adoption but different stages of evolution Brand Plan x Tribal Strategy Engaging Brand Experience Maximizing Propagation Assessment CHIVAS REGAL GLOBAL TRIBES JAMESON GLOBAL TRIBES CHIVAS 18, CdP CHIVAS 18, PJ, TGL MARTELL, JACOB S CREEK CHIVAS 18 ROYAL SALUTE GLOBAL TRIBES GH MUMM GLOBAL TRIBE INDIAN WHISKIES PERRIER JOUET ABSOLUT ABSOLUT BALLANTINES ROYAL SALUTE RICARD Live Music Groupies Contemporary Artists Sth Parisian Hipsters Rugby Players & Fans

MARTELL, JACOB S CREEK CHIVAS 18 ROYAL SALUTE GLOBAL TRIBES GH MUMM GLOBAL TRIBE INDIAN WHISKIES PERRIER JOUET

10 Royal Salute Polo Tribe 10

11 11 Today.. INFLUENCER MARKETING x Tribal Strategy 1 Key Individuals Propagation Digital Precision 3 Innovation Process Glen Brasington,VP Marketing Pernod Ricard Asia Pierre Berard, Marketing Director- Pernod Ricard China Quentin Job, VP Innovation - Pernod Ricard Asia

New bespoke Pernod Ricard Asia innovation process SPACE RACE TOOLKIT 1 2 3 4

DEVELOP SPECIFIC ACTION PLANS EVOLVE INTERNAL CAPABILITIES 11 ASIAN MARKETS

12 New bespoke Pernod Ricard Asia innovation process SPACE RACE TOOLKIT UNDERSTAND MARKET ENVIRONMENT CREATIVELY FIND AND SCOPE BIGGEST OPPORTUNITIES DEVELOP SPECIFIC ACTION PLANS EVOLVE INTERNAL CAPABILITIES 11 ASIAN MARKETS ADOPTING NEW SPACE RACE PROCESS 4-6 ACTIONABLE INNOVATION OPPORTUNITIES PER MARKET 12

13 13 Japan THEMES DEVELOPED Consumer: Review of emerging consumer segments both high and low end 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

GALS Use influencers to deliver disruptive product experience to key consumer

14 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.

14 14 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

On trade segmentation: where do these consumers frequent? 3.

CDP Mass Sampling 5,000 ABC students 3 recipes 15 Tasting session of CDP with 100 SNS users among ABC students CDP Cooking Workshop by to develop 3

15 15 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 + 3. Digital broadcast of Cooking Workshop ABC students Diffusion ABC fans 4. CDP Mass Sampling 5,000 ABC students 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

and enthusiasts GALS consumer group 16 High connection / exchange among professionals Contests / training sessions / trade

16 16 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 Intimate environment Trusting relationship Social, high involvement occasion for target

17 17 Today.. INFLUENCER MARKETING x Tribal Strategy Key Individuals Propagation Digital Precision 1 3 Innovation Process Glen Brasington,VP Marketing Pernod Ricard Asia Pierre Berard, Marketing Director- Pernod Ricard China Quentin Job, VP Innovation - Pernod Ricard Asia

Digital Precision 1 3 Innovation Process 2 0101001 0101010 0001000 Glen

18 18 In today s digital environment CLUTTERED SPACES ADVERTISING WASTAGE EXCESSIVE DATA EMPOWERED INDIVIDUALS NEW DEVICES AND TOOLS ALWAYS ON MENTALITY UNDERSTAND BEHAVIOUR

19 19 Understanding digital behaviour What we do What we learn Apply anonymous key to deidentify data Audience /CRM Database Audience Analytics & Performance Management Key media buying partners for targeting improvements Tailored Audience Engagement

Audience Analytics & Performance Management Key media buying

Media Mobile Interactions Apps TV Ad Delivering

20 20 We create a tailored and connected brand experience Brand Site - Product Recommendation Social Media Mobile Interactions Apps TV Ad Delivering optimal experiences by consumer touchpoints Offline Interaction Events

21 21 MARTELL NOBLIGE JOIN THE NEW ELEGANCE 3 VIDEO

22 22 Digital is at the heart of all engagements 1 TVC 2 EVENTS DIGITAL 3 PRINT FASTEST GROWING PRODUCT AMONGST BIG BRANDS 09/10-12/13 Volume* Index Share of Market* 30% 38.2% Advocate & friends 15% 27% * Source: RMDB 5 CHANNEL ACTIVATION 4 SPONSORSHIP

23 A leading practice on all brands 23

24 24 Data tracking of digital activation (Millions) Total People Reached People Engaged Video Views Source: Digital tracking - Past 2 year results of digital activation

25 25 Experience managing digital eco-systems 17 DIGITAL 10 DIGITAL ASSETS PLATFORMS MANAGED IN REAL TIME

Multiple touch points and platforms 2 3 www.chivas.

26 Multiple touch points and platforms X NS 11/12-13/14 1 Brand Communication Consumer Knowledge 4 E-Commerce T-Mall Jingdong Amazon Yemaijiu Oriental CJ DIGITAL Digital Precision GREATER IMPACT GREATER EFFICIENCY Internal Collaboration 26

27 27 Conclusion AWARENESS MODEL ADVOCACY MODEL AWARENESS CRUSADER Message Activation CONSIDERATION TRIBE ENGAGEMENT Enables & Supports Innovative, Relevant & Timely Content CONSUMPTION CONSUMPTION Connection

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS

$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ MARKETING PLATFORMS ADVERTISING MEDIA PUBLIC RELATIONS SOCIAL MEDIA WEB MARKETING PROMOTIONS MARKETING BENEFIT MARKETING PLATFORMS RELATIVE COST CONSTRAINTS & LIMITATIONS INTEGRATION STARTERS Generate positive impressions / awareness ADVERTISING Need to control the message content/timing/audience