Background
SKYY Vodka, part of Groupa Campari’s roster of blue ribbon spirits, is a premium vodka brand distributed throughout the world.
SKYY had recently rejuvenated their brand and wanted to connect with the digitally-apt millennial consumer. Triangles interceded and developed a thematic campaign encouraging the intended audience to get outside, explore their own backyard and showcase their summer by tagging #mySKYYSummer on social media channels. Ultimately, the campaign proved to be a resounding market success in re-introducing the new brand direction of SKYY, speaking to the right audience on the right channels, in a relevant way.
Solution
To intercept the new age consumer, the Triangles system, after a prudent appraisal, determined the best approach for advancing new engagement. This was the method applied:
1. Insight
A deep dive into the audience targets of SKYY, led to a defined definition consisting of 6 main ‘Millennial’ personas along with a bevy of cohorts. These prospects, backed by data insights performed particularly well in relation to conversion.
2. Personalization
The Triangles team of creative designers took a neon, radiant approach to the hundreds of ad variants that were created. These ad sets were specifically designed to encourage user engagement and inclusion of the SKYY brand into daily lives.
3. Ad Operations
By Week 3, cohort scaling begun with optimizations of ad copy. The following weeks saw expanded geo-targets, launched video ads, and refreshed creatives.
4. Scale
Post the Mid-Flight analysis, max optimization was implemented to scale the best performing cohorts and ad sets. With the pathways identified, heavy scaling focused on social remarketing along with influencer ads. An inrush of contest entries flowed in during the final weeks of the campaign with the winner announced by week 13.
Micro-Targeting Audiences
Informed by the California sensibility of the brand and the outreach, Triangles set out to find which exact targeting theories would prove most successful.
Intelligent Geo-Targeting
Smart geo-fencing drove new audiences from zip codes across Canada . Poorly performing regions were scaled away in a bi-weekly review to drive maximum value from digital ad-spend.
Agile Media Plan & Consumer Journey
Driving agile paid media via Instagram, Search, Facebook, Programmatic Display and Remarketing, Triangles created and measured several consumer journeys to understand where the most engaged and highest value consumer traffic came from.
Rapid Optimization
Consumer pathways, creative, and channels were optimized many times daily to ensure ad spend was effective and being used to drive highest engagements and contest entries.
Looking Ahead
The #mySKYYSummer campaign emanated a new demographic of loyal consumers for the SKYY brand. Contest entries eclipsed expectations and engagement continued post completion of the campaign. Here are some key learnings to takeaway:
Creative Optimization
Consistent optimization towards highest performing creatives resulted in reaching the right people at the right time, in turn, leading to conversions. Call to Action on ad copy across all social banners optimized microsite engagement, leading to conversion.
Focus Optimization
The method of centralizing focus on key practices such as Keyword & Attribute Analysis, Cross-Channel Creative Analysis, and Ad Placement Analysis propels campaigns to deliver results at a higher success rate.
Audience Personalization
A major component in the success of the SKYY campaign was the intense analysis of the audience personas. Accuracy within this first step was crucial for success down the conversion funnel.
Influencer Mechanics
With Reach & Awareness being two primary objectives of the campaign, the influencer strategy created and implemented by Triangles saw astounding results and led to Instagram acquiring the majority of contest entries among all channels.
Looking Ahead
The #mySKYYSummer campaign emanated a new demographic of loyal consumers for the SKYY brand. Contest entries eclipsed expectations and engagement continued post completion of the campaign. Here are some key learnings to takeaway:
Audience Personalization
A major component in the success of the SKYY campaign was the intense analysis of the audience personas. Accuracy within this first step was crucial for success down the conversion funnel.
Influencer Mechanics
With Reach & Awareness being two primary objectives of the campaign, the influencer strategy created and implemented by Triangles saw astounding results and led to Instagram acquiring the majority of contest entries among all channels.
Creative Optimization
Consistent optimization towards highest performing creatives resulted in reaching the right people at the right time, in turn, leading to conversions. Call to Action on ad copy across all social banners optimized microsite engagement, leading to conversion.
Focus Optimization
The method of centralizing focus on key practices such as Keyword & Attribute Analysis, Cross-Channel Creative Analysis, and Ad Placement Analysis propels campaigns to deliver results at a higher success rate.