T & O’s Digital Marketing Campaign

forNewcastle Brown

Ale Beer

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Table of Contents

● Market Overview ● Consumer Trends ● Competitor Analysis ● Brand Overview ● Perceptual Map ● Target Audience ● Marketing Objectives ● Creative Strategies ● Digital Strategies● Tactics● Timeline ● Budget Allocation ● Measurement / KPI’s

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Market Overview

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● Craft beer accounts for 12.2% of the total sales

volume in 2015, in which 6.2% was imported

Beer.

● Sales for imported beer grew by 7% in the

52 weeks ending Oct.4, 2015.

● The leading best-selling imported beer brands of the United

States predominantly include Mexican beer brands such as

Corona, Modelo Especial and Dos Equis Netherlandish beer

Heineken

● Newcastle Brown Ale was ranked the 14th imported beer

with $38.2 million dollars for the 52 weeks ended January

24, 2016.

Consumer Trends - 1 1. Beer drinkers want local ingredients

Leading topics among craft beer and food Instagrammers

Source: Beer Social media,US, January, 20164

Leading themes, by mentions of beer and local ingredients

2. Pairing craft beer with gourmet food is becoming a popular trend

4. Millennial appreciation for the brewing process

Consumer Trends - 23. Drinking occasions shape millennial

perceptionsTaste is not everything, EXPERIENCE is!

Source: Beer Social media,US, January, 20165

Leading topics, by Millennial mentions of beer are friends, food, bar, and music

Leading Brands

Competitor Analysis

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Brands with Closer Sales Volume

Corona Extra

Heineken Premium Light Lager

Stella Artois

Tecate Light

Labatt Blue

Social Marketing of Heineken - 1Sponsorship on James Bond’s film

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“Dance more, drink slow” campaign to convey “Enjoy Heineken Responsibly” message

Social Marketing of Heineken - 2“Open Your City” to aim to inspire target audience to get out their comfort zone and get the most from their city. Engage consumers

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Sponsor of UEFA Champions League, “SharetheSofa” campaign

Social Marketing of Heineken - 3Tie up with Blippar to launch “Legendary 7” Campaign ” to tap into consumers’ interests on sustainability and desires to know more about the ingredients of the beers.

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Social Marketing of Stella Artois - 1● “Host One to Remember” campaign, which seeks to honor the brand’s legacy and future. ● Push educational contents to targeted audience through video contents are also related to history of founder and brewing process.● Collaborate with Cinematique, the world’s first touchable digital video platform, to create touchable videos to engage with

consumers.● Partnership: Provide brand’s signature chalice, desserts or gift card to consumers who make a reservation through OpenTable’s app

or Web platform

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Social Marketing of Stella Artois - 2● “Buy a Lady a Drink”, a donation program, cooperate with

water.org and Tumblr,helps developing countries’ women get clean drinking water.

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● Instead of a traditional corporate site, Stella uses targeted themed sites

Brand Overview

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One of the “30 English AlesYou Must Have Before YouDie”

- Ratebeer.com

#8 out of “Top 20 beers”- listverse.com

Perceptual Map

Light Flavor

Heavy Flavor

ExpensiveInexpensive

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● Strong brand presence in UK● Most popular ale and a market leader● Creative and humorous advertising campaigns● Priced lower than competitors but still has great taste

S

● Strong competition among beer industry● People are becoming more health-conscious and switch to liquor or wine as less-caloric options● Declined interest in the 18-29 year old age group (dropping from 71% to 41% over the past 20 years)

T

● Limited global presence and low brand awareness● Initial skunk-like aroma when the beer is first opened before it smells into a nutty, malt flavor● Weak presence on social media channels (website not active, weak on Instagram, Twitter and Facebook)

● Global expansion● Increasing growth of imported beer● Consumers are becoming more interested in craft beer● Promote Newcastle as a proud representative of British beer

W

O

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Target Audience Demo:

Age: 25-44

Gender: Male

HHI: $75,000 or more

Education Level: College and above

Geo:

General: West and Northeast

Specific: Boston, Chicago, Dallas, Los Angeles, San

Francisco, Washington DC

Digital Ads Consumption: Highly exposed to email,

banner ads and full-motion video ads

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Target Audience Psycho: Healthy diet

Love sports and exercise

Often drink alcohol beverage at restaurant

Like to try new stuffs

Important to stay attractive

Interested in international events and other

cultures

Willing to pay extra for quality goods

Like challenge and adventure

Highly exposed to social sharing

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Marketing Objectives● Increase market share in imported beer from 1.5% to 2%

● Improve social media presence:○ Facebook: 889,837 followers with an increase of 6%○ Twitter: 52,300 followers with an increase of 20%○ Instagram: 4159 followers with an increase of 25%

● Establish web presence on Newcastle’s homepage○ Increase the website traffic to 24,000 clicks per month

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Current Advertising Campaigns

Brand Essence

Brand Promise:● Great tasting beer, easy to drink

Tagline:● “Newcastle. No Bollocks”

Essence:● Cheeky, dry humor

Personality:● Cuts through the advertising clutter and

communicates with their consumers in anhonest and comedic manner

Assets & Associations:● Clear bottle, thin dark amber to brown ale● Smells like light caramel, fruit and nuts● Tastes like toasted bread and sweet malts with a dry finish

and a slight bitter aftertaste● Smooth and light-bodied

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Men: Have You Ever Felt This Way Before?

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Creative Strategy“No Bollocks. Just Good Conversation.”

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Full-Motion Video Ad Example

Anna Kendrick

“No Bollocks. Just Good Conversation.”

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Digital Marketing Guidelines for Alcohol

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• Increase traffic to websites• Put you ahead of the competition

SEO

Alignment Opportunities• Build affinity with customers• Attract partners’ fans

Programmatic• More impression• Acquisition• More banner more

engagement

Content• Increase Brand awareness• Build relationships and

engagement• Enhance the brand image and

equity• Encourage sharing

• Pull in unexpected customers• Engage with target audience• Social buzz

Social Media

Digital Strategies

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Tactics

WOW, YOU DRINK NEWCASTLE?

YOU MUST KNOW EVERYTHING ABOUT CRAFT BEER

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A Newcastle page on Heineken’s website

A guide to the best local sports bar in Boston that serves Newcastle

Podcast: two directions: one is about relationship

Another is about work

MEMEs

As a source for all other channels

Content Marketing

Tactics

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Illustrative Pictures Bar Crawl

Re-vamp official Instagram account Re-vamp Facebook and Twitter accounts

Hashtag: #bostonbeercrawl,#newcastlebeercrawl#bostonlovenewcastle

The Prodigal Son Returns

Hashtag# theprodigalsonreturns, #nobollocks #justgreatconvos #newcastleSupport Offline Campaigns:

Newcastle Hosts Trivia Night Providing Real-time Game Updates

Hashtag:#NewcastleLovesPatriots,#thebeerofPatriots

Tactics

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Leaderboard and Expandable Banner

Run on the ESPN.com, NFL.com,bostonherald.com, Gawker.com,Mashable.com, Reddit.com

Keyword Examples

Traits: light beer, craft beer, British beer, imported beer, Newcastle beer, brown ale, Competitor: Pacifico, Tecate Light, Labatt Blue Heineken, Stella Artois Geographic: Boston sports bars, Washington DC sports barsAlignment: New England Patriots, Anna Kendrick and movies, Up in the Air

Anna Kendrick

Support New England Patriots team

Programmatic SEO Alignment Opportunities

TimelineSept Oct Nov

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Facebook Memes once a week 1 Meme

AD Video

1 Meme

AD Video

1 Meme

AD Video

1 Meme

AD Video

Instagram Pics of brewing process once a month Charles and Charlotte on various dates in Boston drinking Newcastle once a month

Charles and Charlotte on various dates in Boston drinking Newcastle once a month

Video Upload to YouTube Promote on RTB Promote on RTB

Twitter one sentence about Newcastle’s history

one pick up line to use on girls

live and interactive Boston bar crawl hosted on this

platform

promote trivia night at local bars with discounted

Newcastle beer

Follow football matches, align to New England Patriots

Blog interesting historical facts, promote on Contextual Ad and RTB

best local bars in Boston that serve Newcastle, promote on Contextual Ad

and RTB

interviews with brewers of Newcastle, promote on Contextual Ad and RTB

Podcast how to hit up a girl in the bar how to apologize to your boss how to say “no” to your boss28

Budget

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Budget Allocation

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Content Marketing

● Content creation: 3 months● Video content creation: 1 month● Anna Kendrick full-motion video● Contextual advertising: 10,000 clicks per month, 3

months

$230,000

Microsite design ● 1 domain $10,000

Social Media ● Facebook, Twitter, Instagram: 3 months $45,000

Display Ad ● RTB: 14,000 clicks per month, 3 months $170,000

Search ● SEO: 3 months $10,500

Monitoring Control ● Metrics, performance monitor, test & optimize $ 34,500

Measurement / KPI’s

1. Sales2. Social media followers on Facebook, Twitter, Instagram3. Clicks generated from display, contextual advertising

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Next Steps

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Thank You!

Appendix ● http://ezproxy.library.nyu.edu:2471/display/690731/?highlight#hit● http://www.adweek.com/news/technology/better-targeting-alcohol-brands-bet-big-digital-165357● http://www.telegraph.co.uk/news/science/science-news/11395877/Newcastle-Brown-Ale-recipe-to-change-to-keep-America-

happy.html● http://www.brownale.net/brown-ale-brands/● http://www.statista.com/statistics/188728/top-imported-beer-brands-in-the-united-states/● http://www.12ahead.com/how-newcastle-brown-ale-used-digital-gatecrash-super-bowl-canneslions● http://www.forbes.com/sites/greatspeculations/2015/06/29/does-the-declining-u-s-beer-trend-spell-doom-for-

brewers/#7cde87217887● https://www.brewersassociation.org/statistics/national-beer-sales-production-data/● https://www.melandrose.com/istar.asp?a=6&id=20470● http://www.brownale.net/brown-ale-brands/● http://www.statista.com/statistics/188728/top-imported-beer-brands-in-the-united-states/● http://www.worldbeerawards.com/newcastle-brown-ale.24997.html● http://sproutsocial.com/insights/social-media-alcohol-marketing/● http://www.beerinstitute.org/assets/uploads/general-upload/2015-Beer-Ad-Code-Brochure.pdf

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