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The Jerky GroupPresented by W01.07.15
The Jerky Group: your team
Natalie Jackson Senior Account Director
Richard Tompkins Managing Director
Lily Dodwell-Hill Senior Account Executive
Lauren Cochrane Account Manager
The Jerky Group: Today’s presentation
� Who we are
� Your brief and audience
� Campaign approach
� The campaign
� Budget
Who we are: 56 people and growing. 5 teams across Consumer, Lifestyle, Media & Corporate, Entertainment & International.
Who we work with
W clients: food & drink
W awards 2014/15
W in action: Food & drink
W food & drink: MEATliquor
Turned a south London burger van into a £15m restaurant phenomenon
Bypassed food critics and never even issued a press release
Created a narrative for bloggers and influencers to engage with
And let their excitement drive mainstream media coverage
We made hamburgers front-page news
W press office: Aperol
Visited four key media houses across the UK, sampling more than 50 journalists
Press office product on page coverage including Shortlist, Daily Mail and The Sunx
Publicised Spritz socials across the country with 39 pieces of coverage in first month
National events partnership achieved with GRAZIA, Emerald Street and InStyle
W campaigns: Marmite
Our brief was to use PR to support the re-run of the controversial “End Neglect TVC.
First, we created a video teaser to build a back story for the ad and provide context.
The film achieved 1.5 million views within the first week of release.
It had the highest Twitter engagement rate of any Unilever video – ever!
Generated 25+ pieces of tier-1 consumer and trade media coverage in first week.
W on the pulse: MarmiteWe’ve consistently taken Marmite to places it’s never been before – we’ve hit tech
writers with our app, made travel writers take note of travel-size, had Valentine’s Day covered and capitalised on numerous high profile trends and ‘happenings’
“Marmite Clear” for April Fool’s
Marmite body paint for Valentine’s Day
End Marmite Neglect helpline
Created Travel-sized Marmite after it was named most confiscated airport product Madonna Brits fall - reactive content
W on the pulse: Addison LeeFor Addison Lee, we’ve created mirrored cars for fashion week, an April fools ‘Aqua
Cab’ and celebrated our first ‘baby birth’
London Fashion Week #SelfLee Mirrored Cab
April Fool’s “AquaCab”
Baby born in Addison Lee
W on the pulse: The DinerIn our time working with the Diner we’ve delivered numerous quick-fire activations.
From Rainbopw Burgers for Pride to Turkey Takeovers for Thansgiving, from 32 World Cup burgers to the World’s biggest Bloody Mary, we’ve kept The Diner on the radar.
Meat makeover on mince pies for Christmas
World Cup – 32 country-inspired burgers
Thanksgiving Turkey Takeover
Created Super Bowl Party with All-American menu
Burgers for Pride
“World’s Biggest Bloody Mary” for NYE hangover
The Jerky Group: your brief
Your brief
Increase market penetration by converting key audience segments with a compelling product message.
Assets
Those who have tried it are in love with the
taste
Full UK production
and no MSG
10 tonnes silverside per week
Healthier than other
snacks
80% market share – huge
distribution
What you’ve asked for
PR
Sampling
Events
Social media
ATL
A quick look at media spendAdvertising spend needs to be substantial to make an impact.
At this stage (and from conversations with our partner agency Ad Connections) we’d need to use the majority of the £70k budget to have a strong impact.
Therefore our recommendation would be to maximise the number of channels reached (PR, events, sampling) using the budget, as this will create multiple points for engagement with media and consumers that can be spread across the year.
We can always look to up-weight on advertising or social spend if we feel we need it.
The perfect marketing mix to increase penetration, brand awareness and purchase…
Driving Penetration, Awareness and Purchase: 4 Factors
Trial & penetration
Social & digital
credibility
Education &
Awareness
Media penetration
Driving Penetration, Awareness and Purchase: Routes
Trial & penetration
Social & digital
credibility
Education &
Awareness
Media penetration
Press & online media coverage
Sampling & events, press & online coverage
Social traction and digital drive to website
Events and partnerships
Channel planningPR Sampling DigitalEvents
Direct to consumer engagement and building brand equity.
Targeted product trial among media and consumers
Media engagement to support national distribution
Sustained brand awareness to increase frequency of purchase
Put brand front of mind for key usage occasions
Increase market penetration as a healthier alternative
Brand loyalty and continued category penetration.
Brand visibility via relevant events and associations
100+ editorial placement+ 2 million OTS
+500,000 reach30+ influencers seeded
+ 2,000 product in handInclusion in 6 events
Increase Facebook + 2800-3000 fans
Increase twitter + 2500
Output
Activity
KPI
Budget split 25% 35% 25% 15%
*KPI’s to be fully agreed once final execution plan is agreed
6 month campaign
Considerations
Brand awareness; despite huge distribution in the UK and 80% market share, brand awareness is low
Perception; consumers need educating on the product benefits and quality
Budget; with so many platforms and brands to cover, the risk is that by spreading the budget too thin, we lose impact on activity.
Our budget doesn’t yet stretch to large scale activities, so we need to be focused with who we target and how we talk about the brand…
The Jerky Group: who are we trying to reach?
Age group 18-44
Full time students
Families
Males – self purchasers
Fitness enthusiasts
Audience segmentsFitness Full time students
Families Males 18-44
Strategic recommendation
We need to put Jerky and Biltong on the map, ensuring that people understand what it is and where to buy it.
We need to be efficient with our budget to secure maximum impact for multi brands - not just for NPD but the key range
Our approach
! We shouldn’t be afraid to talk ‘Jerky’ and ‘Biltong’. When the category wins, so do you.
! With an extensive portfolio, we need to focus on the hero brands – Wild West Jerky, Bullox Biltong and NPD Strive.
! Create a multi-platform asset that will deliver impact across all channels
! Supported by a media programme that focuses on product education.
The Jerky Group in the UK snack market
Low cost, unhealthy snacks
Gourmet, healthy snacks
You are perceived at the lower end of the spectrum, but with a higher price point. The brand should be comparing to nuts and raisins, not just crisps and biscuits.
Consumer out-take
Through all activity, we want to deliver three key messages to educate consumers on what the brand (and category) stands for;
Wild West Jerky / Bullox Biltong are the UK’s number one protein snack
The Jerky Group’s Jerky and Biltong are produced in the UK from 100% silverside beef cuts
Jerky and Biltong is a high protein, healthier alternative snack
Creating a campaign asset
Creating cross-channel assets
To achieve brand fame and raise awareness outside of product on page, we need a creative asset that will have impact across all of the channels.
By create a strong brand asset that can be utilised across PR, sampling, events and digital, we can maximise the budget and create a unified approach.
The Jerky Group Squad
Why it worksOur ambition is to create an iconic Jerky Group brand asset that over time will become a ‘calling card’ within the UK and will offer us an engaging focal point across PR, social media, marketing and sales.
But we need to ensure that what we create is absolutely relevant and so must adhere to the following guidelines:• Our idea needs to be something that is routed in both US and UK popular culture
• It should be something people will instantly recognise, find interesting and cause a smile
• It should embody The Jerky Group’s personality and be of genuine use to the brand
• It should be relevant to our target consumers, media and also the trade too
Ultimately, it should be fun…
The Jerky Group squad
The Jerky Group Squad
Inspired by the roots of the Wild West brand, we want to create our very own The Jerky Group squad car.
Delivering emergency drops of beef Jerky and Biltong wherever it’s needed – from media events to sampling or sales.
More than just a car, our squad car will be transformed into a mobile ‘curing station’, complete with pullout racks in the boot to display the brand’s range.
Complete with it’s own personalised number plate, our ‘wagon’ will become the talking point of the industry and a focal point for consumers to look out for as it travels around the UK.
Utilising the squad car across channels
PRMedia house tours
Launch moment
Partnership event attendance
Social mediaUK Twitter account
Competitions and consumer incentives
MarketingUK event attendance
Nationwide sampling opportunities
SalesOff-trade accounts
Launching the squad carThe squad car is a powerful PR tool that will allow us to lift The Jerky Group from the
food & drink pages and attract the attention lifestyle and news media.
We therefore need to create a ‘launch moment’ that will introduce the ‘squad car’ to consumers and media as well as drive awareness of the Wild West brand.
To launch the car to national media, we propose creating a piece of engaging video content to drive views among the full time students and young people and armchair
snackers who are highly social.
“London snackers caught red-handed”
Video conceptUnsuspecting snackers in the capital will be secretly filmed being caught ‘red-handed’ with biscuits, chocolate and crisps.
The Jerky Group Squad Car will stop and search ‘suspects’ before confiscating their items sending them on their way with a warning – and of course, Jerky and Biltong.
Their reactions will be captured on film and edited into a ‘news report’ 2 minute video.
The video will begin appearing on national online sites as consumers start to spot the car cruising the capital’s streets.
Regional printFollowing the online launch, we’ll create an additional media hook in the form of ‘spot the squad car’;
Starting in the capital, we’ll take the squad car to 5 key cities around the UK and encourage consumers to hail the squad car if they see it, to be in with a chance of winning a trip to the real Wild West.
Pre-promoted via quirky news round ups and listings in the media.
Media engagement
Media engagement: insight
Consumer insight: Those who have tried it, enjoy the taste but don’t currently purchase frequently.
Opportunity: Increase usage occasions via sustained product media programme to keep beef Jerky and Biltong front of mind.
Media engagement imperatives
National distribution with
sustained product coverage to
maintain brand visibility
Feature writers and consumer
affairs editors to change
perceptions of the category
The Wild West and Bullox brands with a series of regional
media house tastings.
Support Engage Hero
‘Support’: Product on page
Food & drink Shopping pages Barometers & round ups
‘Support’; Media hooks
Calendar dates OccasionsSeasonal
round upsProduct launches
We need to give media a reason to keep writing about the range, by creating news around the brand’s products.
Brand portfolio
Putting The Jerky Group on the page
January detox
Summer picnics
100g Jerky for holiday getaways
Training snacks for fitness titles
Best buys for men
Healthy deskside snacks
Putting The Jerky Group on the page
Building on the groundswell of coverage we’ll secure via product on page. Via a series of more in-depth brand experiences for media that educates journalists and consumers on the quality of the products. Media don’t just tell the brand story; they’re also super consumers in their own right and we want to harness it.
‘Engage’: feature writers
‘Engage’; Journey into the wild west…of ScotlandWe won’t just tell journalists about The Jerky Group, we’ll show them.
A hard hat tour of the UK factory for national journalists to see how Jerky and Biltong is actually made.
Post-event coverage will give their readers insider knowledge of the quality and process that goes into every serving.
We’ve done this before…
To capture the media’s imagination and bring to life the superior quality of the product, we’ll ‘appoint’ a Head of Taste from your R&D team. An ambassador for media, we’ll put them forward to comment on press office and reactive stories. Announcing the appointment to media in a fun, engaging way with a lighthearted job description including how much Jerky and Biltong they’ll taste per day and previous experience needed for the role.
‘Engage’: Head of Taste
‘Hero’; regional media tastings
" Selected media houses in key cities – London, Manchester, Birmingham
" Thursdays and Fridays across the UK" Hitting key snack times; elevenses and the
three o’clock biscuit raid" Accompanied by deskside ‘pick me up’ brain
training by W partner Jon Denoris" Accompanied by product trial and face to face
briefings
‘Hero’; regional media tastings – social engagement
Sampling & events
Sampling: insight
Insight: Those who haven’t tried it don’t find the idea of the product appealing.
Opportunity: Convert them to the category by dispelling myths about the product and providing sampling opportunities to consumers via relevant partnerships.
The budget doesn’t yet stretch to title sponsorships, but we can build association with relevant brands and events through strategic partnerships.
W’s network
W
Nike events
Recording studios
HotBoxMarathon Man
Jon Denoris fitness trainer
A selection of clients and partners who we think would work well for The Jerky Group.
Partnerships offer sampling and influencer seeding as well as coverage opportunities.
W’s network in action;
Fueling the gamersIntroduce Jerky and Biltong as a go-to snack for the gamer community in the UK,
who are classic armchair snackers.
Targeting events such as Insomnia, the UK’s largest gaming festival with sampling opportunities e.g. goody bags and desktop snacks at the event itself.
Output: Creates a solid relationship with a highly connected group of super consumers
Armchair snackers
Addison LeeOffer London’s commuters the Jerk-Lee package; for any passengers needing an
extra fuel boost.
E.g. those catching an early morning flight or gym bunnies on their way home will be offered a dine-in Jerky and Biltong selection for the journey.
Sold in to media as a fun news feature; and jump off the back of any celebrities tweeting about their gym efforts!
On the move
snackers
Media hotlineInstall a ‘Jerky hotline’ at media offices to keep journalists topped up during busy
news days and deadlines.
A dedicated line that will connect straight to the W press team, to ensure key product lines are always within hand’s reach of some of the country’s super
consumers.
Lunch snackers
Event goody bagsAs event season approaches, there is an opportunity to get Wild West and Bullox
brands into the hands of some of the most influential VIP’s in the country.
They’ve been standing on their feet all night, what better way to refuel than a high protein Jerky or Biltong snack?
From GQ’s Men of the Year to Women’s and Cosmopolitan to sports events, such as Men’s Health’s ‘Survival of the Fittest’ goody bags
Influencer / sports
snackers
Recording studiosUse W’s connections within the entertainment industry to target
those who burn the midnight oil.
Long studio sessions need fuel, and celebrities and producers will reach for the first snack they have to hand.
Influencers
Gourmet snackers
Put Jerky on the menuPut Jerky and Biltong on the menu at one of London’s best meat specialist
restaurants.
A month-long special dish, the JerkyBox, launched to media, that challenges consumer perceptions of the brand and the category with foodie types.
Exam-inaKeep Student Unions topped up during the April revision time with a supply of
Jerky and Biltong products.
Offered to students as part of a revision pack, teaming up with other brands such as The Berry Company to give students a much needed boost.
Students
Digital
Digital strategy
Wild West is the biggest brand and the voice for the Group on digital channels.
The current focus is primarily focused on product updates and offers, re-tweets and customer queries – it’s a broadcast channel.
We’ll create a content strategy that will increase frequency of conversation and grow the community create a two way dialogue with consumers.
Content creation
We’ll create a proactive rolling content calendar that encapsulates product posts, calendar hooks and key news.
Alongside this, ensuring that sampling, events and PR activity provide content opportunities for digital too.
Put in place a set of brand guidelines and tone of voice to ensure it’s consistent across channels.
34,000 plays
How digital amplifies other channel activityTwitter
Partnerships
Media tours
Squad car
Influencers
Strive launch
Consumer competitions and POS offers
Post-event engagement Content gallery from events
Increased reach and cross-promotion with partner brands
Drives advocacy and exposure to mass followers
Drive people to follow twitter Additional brand content for fans
Paid-for digital
• For every £100 spent, you can expect to reach 10,000 people
• For every £100 spent, you can expect to reach around 20,000 people
We see this as part of a phase two activity following the first 6 month campaign, once we have established a brand identity.
Launching Strive
Other brands in the sports space
Launching Strive
Seeding to fitness
influencers
Brand ambassadors
Samplinggym
partnershipSunday League
BUCS
Consumer trial
Campaign activation to
generate media buzz
Mass awareness
Reaching fitness influencers – sampling and seeding
Active celebrities Outdoors instagrammers Ordinary Heroes
Outdoor and
sportsA seeding programme to kickstart demand for Strive among consumers by harnessing influential followings.
Chloe Madeley The Hiking Londoner Marathon Man
Sampling to consumersUniversity league sampling
Outdoor and
sports / Students
Sunday football leagues
Gym partnership with The Berry CompanyTeam up with ‘natural energy boost’ juice The Berry Company to offer gyms a
one stop shop for fitness enthusiasts.
Stocking up networks of gyms for trainers and gym bunnies for them to fuel up pre and post workout.
Sports and
fitness
Media strategy
Create a burst of media coverage around the launch of Strive.
Three creative ideas
The Strive Sessions
The Strive pit-stop cafe
The Strive Triathlon Challenge
The following pages outline three possible ways to launch Strive, of which we would activate one.
The Strive sessions
‘Strive Jerky and Biltong announces the top 10 list of life goals, with running a marathon and completing a triathlon
topping the list’
Strive can help you reach your goal
We’ll compile a list of the top 10 life goals of the nation – surprisingly, running a marathon and completing a triathlon were top of the wishlist over publishing a novel or owning a fortune 500 company.
To help the nation achieve their goals, Strive have teamed up with celebrity trainer Jon Denoris to run the ‘Strive sessions’ a series of fitness sessions in four key cities during September to help kickstart your training.
Complete with a nutritional programme and of course, Strive beef Jerky, Biltong and Pork Jerky to keep you fuelled.
The Strive pit-stop cafe
‘Strive Jerky and Biltong open its doors to the first ever Jerky Pit-stop Café to help the nation refuel on the go.’
The Strive Pit-stop cafe
Designed to make people re-think what they know about Jerky and Biltong, the week-long pop up takeaway café will offer consumers the chance to sample the Strive products out of the packet as an on-the-go snack.
Targeted at key snack occasions, from beating the 3pm office slump to post-workout refuel of a high protein breakfast for your commute to work.
Offerings will range from Pork Jerky on toast in the morning to a Biltong salad.
Launched to national and London media with a picture story.
The Strive triathlon challenge
‘Strive Jerky and Biltong is giving 6 lucky Brits the chance to complete a challenge of a lifetime – the Strive triathlon’
The Strive Triathlon Challenge
Launched through digital channels, sampling and media coverage, Strive will challenge 6 outdoor enthusiasts to take on a unique challenge; a mountain climb, kayak and cycling race over 24 hours.
With the help of Strive’s expert team, they’ll receive training in preparation.
The competition will be launched in September with the challenge taking place in Spring 2016.
Go pros provided for training and during the climb will offer additional video content for social, earned and owned use.
Ways of working and budget
Ways of working
Weekly Monthly Quarterly
Weekly status reportOverview of current activity
KPI updateIncluding press clippings and
circulation and sampling stats
Conference callBetween W and day to day team at The Jerky Group
Monthly status report
Review of past four weeks
Face to FaceMeeting between W and The Jerky Group teams
EvaluationOn completion of each key
campaign spike
Influencer seeding
Campaign laydown
Jul 15
Launch the Wild West
Jerky squad activity launch
Media engagement; product on page, calendar hooks, reactive press enquiries, education visits
Dec 15
Sampling & events
Digital
PR
Regional media house tour
Partnership Partnership Partnership Partnership Partnership Partnership
Strive launch
Strive sampling
Strive product on page
Rolling content calendar
Next steps if appointed
o Full brand immersion session with core W team and The Jerky Group
o Development of story matrix
o Agreement on timings and creation of 90 rolling plan (see accompanying handout for example based on proposed activity)
Outputs
Channel Activity KPI’s PR Media engagement, Education
features, Media house tours100 + pieces of coverageOTS of over 2 million2 x media briefings of 20+ journalists
Partnerships & seeding
W’s network and wider selected partners, influencers
2 partnerships per quarter+500,000 reach30+ influencers seeded
Events & sampling Inclusion in goody bags, targeted sampling
2,000+ product in handInclusion at 6 events
Digital Content calendar creation, establishing brand guidelines and campaign support
Facebook growth + 2800-3000 fansTwitter growth +2500 followers
Questions?