Yellow Team "Blame it on the Yellow-vation" Brand Hack Presentation - DAIC, 8/25/15

ONCE UPON A TIME…

TARGET

WE ARE… YOUNG FUN UNAPOLOGETIC ENERGETIC CELEBRATORY CONVERSATIONAL

POSITIONING Premium

Inexpensive

Everyday Special Occasion

Patron 1800

Hornitos

Juarez

DeLeon

Sauza 901 Éxito

CELEBRATE EVERYDAY

SUCCESSES

#shotofsuccess

IGNITE CONVERSATIONS

EVERYDAY SUCCESSES

INFLUENCERS &

PARTNERSHIPS

SOCIAL MOMENTS

PAID MEDIA EVENT

EARNED MEDIA CONVERSATION: START SPIKE SUSTAIN

Celebrate Everyday Successes

START THE CONVERSATION

Social Influencers

Celebrate Everyday Successes with Éxito

LAUNCH THE CELEBRATION

Austin Portland

Wicker Park Brooklyn

CELEBRATE WHERE THE TARGET IS

Owned Social Channels Always-On Surprise & Delight Location Based Messaging Paid Media

SUSTAIN THE CONVERSATION & ENGAGEMENT

#shotofsuccess

#shotofsuccess

QUESTIONS?

APPENDIX

Channel Objective Platform Metric/KPI

Owned Social Campaign

Participation

Snapchat, Periscope, Twitter,

Facebook, Instagram, YouTube

Impressions, Engagements, Mentions, Time Spent,

Completion Rate

Paid Social Engagement with

Posts Twitter, Facebook Follows, Engagement Rate,

CPE

Paid Search Engagement Google, Bing, Yahoo

Gemini

Time on Site, Pages per Visit, CPE, Engagement Rate, CTR,

CPC

Display Brand Awareness GDN, Bing DN,

Yahoo DN, 3rd party publisher networks

CPM, Impressions,CTR, Pages per Visit, Time on Site,

CPE

KPIs

Community Management/Social Promotions $100,000

Social Influencers - National $100,000

Guerilla Marketing (4 markets total) $500,000

Paid Media Activity $300,000

PROPOSED BUDGET