Background: Seedlip, the world’s first distilled nonalcoholic spirit, wants to take charge of the nonalcoholic movement in the United States.
Business Challenge: Seedlip is a unique player in a new but growing, non-alcoholic beverage, market. Seedlip has asked for help in amplifying and accelerating it’s U.S. launch and growing the buyer base both on and off-premise.
Objectives: Expand to key markets, increase unit sales online and in person and become a market leader in the non-alcoholic category in metropolitan areas.
CONSUMER PERSONA
The first step I took was looking at the research of our target audience and putting together two consumer personas. The personas allowed the team to have a clear picture of who we are targeting with our campaign.
CAMPAIGN SOLUTION
Seedlip did tell us their consumers were health conscious millennials. After digging deeper we found that even more than healthy choices they are looking to make deep social connections. For the campaign we decided to position Seedlip as a conversation starter. Enjoying Seedlip allows our consumer to have the deep conversations that they are striving to have.
consumer journey
Working with our strategists, researchers and creative team I realized this was going to be a very complicated campaign to execute and roll out. The first thing i did was create a consumer journey. This needed to answer the question of “how to start a deeper conversation” as well as how to introduce Seedlip to the American public. We didn’t create an ordinary consumer journey we are figuring out how to start and deepen a conversation The consumer journey highlights each step consumers will take from discovering the products to ultimately becoming loyal fans of the Seedlip brand.
The consumer journey highlights each step consumers will take from discovering the products to ultimately becoming loyal fans of the Seedlip brand.
Campaign Launch
The campaign launch falls into the difficult time were all experiencing with COVID-19. We already learned that our audience is heavily engaged on social media and due to the circumstances their use is that much more. Social gatherings have turned into Zoom calls as daily interactions go digital. The campaign we created focuses on creating deep and meaningful conversations. Using this information, I chose to launch the campaign on Twitter, where conversations are constant. I guided my creatives to put together engaging social content that will get conversations started and take advantage of the the platforms capabilities.
A paid social campaign using #DeepSeededConversations will ask users to engage in deeper conversations and reach out to their friends and loved ones in real life.
After launching on Twitter, the campaign roll out includes Facebook, using engaging images and thought provoking captions to get conversations started on Seedlip’s own social platforms.
hARDER SELL
Seedlip, unlike Diageo’s other products is able to be sold online. Diego was not taking full advantage of the opportunity so to help them we want to use social media to push a harder sell of Seedlip products. We planned to redirect users from Instagram to a custom direct to consumer website where consumers will be able to shop editorial content. On the mobile friendly website users will be able to shop based off flavor and size of party as well as depth of conversation they’d like to have.
Digital Partnership
To further take advantage of Seedlip being able to be sold online and DTC we pursued a partnership with Amazon Fresh and Whole Foods Market on the Seedlip At Home retail kit.
ADDITIONAL ELEMENTS
Internal Comms: We all know that an integrated campaign need to go further than digital. To get Diageo employees excited about Seedlip I created an internal comms plan that reinvents shallow watercolor conversation. The Take Root campaign allows employees to discuss honest but truthful workplace issues such as ‘I feel heard by my bosses’ or ‘I believe we work well as a team.’ These prompts will open communication between employees and allow them to have deeper conversations.
OOH And Print: After introducing the campaign to the public through social media and digital avenues we want to bring the campaign into the real world. As the months pass and we eventually come out of the COVID period, we will be able to take advantage of knowing that awareness for Seedlip has already risen through our digital advertising.
To integrate things further, we wanted to reimagine what a print ad for Seedlip would look like. At first glance our print ad looks like a typical print, but when hovering your phone over a QR code, you are directed to an online experience and marketplace. We decided to place strategic billboards in centers of the four cities that the campaign targets, as well as local and regional lifestyle magazines. Our billboards will be placed on heavily trafficked bus stops as things return to normal and we re emerge from our homes.
MEDIA PLAN AND KPI’S
KPI’s each step of the consumer journey had key KPI’s in mind to be tracked and to adjust plans accordingly.
The KPI’s we were looking for are:
Social Media Engagement and Impressions, likes, vies, and follower growth, as well as lead generation from social media posts.
Increased sales of Seedlip, particularly though the new DTC website, from social media redirects, and from the Amazon/Whole Foods partnership.
Customer reviews, feedback and attendance to Seedlip sponsored events.
Project Collaborators - Diane Arutyunyan, Santana Chowdery, Carmen Quang, Everett Mitchell, Keny Medina, Roxie Xie, Nicole Marie Alexander, Amera Lulu,