Campari International Appleton Rum UK 2014 Digital Plans / End of 2013 Summary November 2013.

Campari International

Appleton Rum UK

2014 Digital Plans / End of 2013 Summary November 2013

Social Media: Facebook & Twitter Content 2013

Social Media: Facebook & Twitter Summary Statistics 2013

Total Facebook Likes – 95% growthEnd April 3,295 End November 6,541

Facebook reach – over 200% growthEnd April Avg. Daily 26,978 / Weekly 98,000May to November Avg. Daily 65,902 / Weekly 322,592*over 500% growth achieved in Aug peak Daily 120,993 / Weekly 593,636 Twitter followers – 384% growthEnd April 525 End November 2,545 Twitter monthly reach – 200% growthNovember – 1.2 million #DiscoverRum hash tagEnd November #DiscoverRum reach/exposure 322,000 User Generated Content – increase by 300%Volume of UCG submission since start of campaign comps, twitpics, Facebook photos.

#DiscoverRum start date: May 2013, End April has been used as the comparative month – 7 month period.

#DiscoverRum Digital Plans 2014

o Grow our community and drive consumer usability

Produce digital comms to activate the 600k Facebook fans and 390K

Twitter fans of Rum in the UK

Deliver a blend of always on, promotional and advertising activity to

drive 15K fan growth and 1% engagement average

Support the Rum Bus and bar sampling experiential activity with digital

amplification tactics on bus and on localisation

Incentivise fans to introduce friends to ‘Discover’ AE Rum

Support ATL and PR with digital amplification and data capture

Produce seasonal and UK specific digital content on AE rum

experiences and serves to increase attitude to everyday usage

#DiscoverRum Digital Plans 2014

o Grow our on-trade & off-trade distribution and sales

Produce monthly digital comms to share off-trade offers , showcase

store availability and simple serve recipes

Work with off-trade to create simple serve recipe bundles and push

purchase towards ‘add to basket’ online spend

Showcase on-trade partners and their events online as part of the

‘#DiscoverRum Today’ posts (serve and location push)

Support on-trade via showcase of localised on-trade destinations near

the rum bus UK tour

Continue producing local #DiscoverRum maps of on-trade partners

and their special AE serves

#DiscoverRum Digital Costs 2014

o Estimated Costs for 2014

New #DiscoverRum 2014 Campaign Set-up Cost - £6,000

Always on Cost: weekly moderation of Facebook and Twitter,

fan engagement, optimisation, product / event promotion,

produce conversation calendar, reports @ £2,000 per month,

over a 12-month period. - £24,000

Facebook Development: E.g. Implement off-trade showcase,

add to basket and DiscoverRum To A Friend App - £10,000

TOTAL cost £40,000