Alexandre Rodriguez - Diageo

1. CONTENT THAT CONVERTS

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CONTEXT
COMMS THAT CONVERT
BELIEF
DRIVEN MIND
SETWe are living in a world of Belief-driven consumer mind-set. Brands need to
align with the values, lifestyle and attitudes of people. The brands must
have a meaning for them.

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CONTEXT
COMMS THAT CONVERT
PEOPLE HAVE
THE POWER
(NOT THE
BRAND)We are living in a new media world that is shaped by consumer activism.
Led by the vocal millennial generation, consumers are now challenging brands
to have a reason to exist. This reason is dictated by the perspective of the
consumers, not just per the brands.

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CONTEXT
COMMS THAT CONVERT
DIGITAL
UBIQUITYContent and news has become a fast-evolving environment led by
the expanding universe of ‘digital influencers’ and the large
volume of social media conversations in real-time.

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CONTEXT
COMMS THAT CONVERT
EXPERIENCES
DRIVE
CONTENT
CREATIONPeople are much more socially active, always seeking for experiences and
eager to share their own stories. Audiences have more power than ever - with
people, at their own, becoming a very important media channel.

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CONTEXT
COMMS THAT CONVERT
HOW DOES THIS
NEW REALITY
IMPACT IN THE WAY
WE DO
COMMUNICATION?

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CONTEXT
COMMS THAT CONVERT
NEW
MEDIA
WORLDMultiple channels options and social platforms with
active audience participation and media dialogue.
People become content creators and their own media
channel.

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CONTEXT
COMMS THAT CONVERT
MEANINGFUL
STORIESHave a meaning to connect with people – as well as a clear role to play in
their lifestyle and culture.

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CONTEXT
COMMS THAT CONVERT
PERSONAL
FEELINGBe personal at scale.

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CONTEXT
COMMS THAT CONVERT
OWN THE
MOMENTIn a world of immediacy, it is not just about the place, the device or
the format. What drives people is the experience and the moment.
The “moment” is part of the consumer lifestyle or the lifestyle they
want to be part of.

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AN END-TO-END SOLUTION:
ALIGNING YOUR BRAND WITH CULTURE.
EXPERIENCE
Become the story,
not the storyteller.
CONTENT
Share the experience
with a wider audience.
DISTRIBUTION
Harness organic distribution
to reach the masses.
INSIGHT
Utilise data to
continually optimise.
STRATEGY
Align with the most
relevant cultures.
COMMS THAT CONVERT
HOW TO WIN IN THIS CONTEXT?

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HOW TO WIN IN THIS CONTEXT?
PURPOSE
PARTNERSHIPS
PERSONAL
AT SCALE
PERFORMANCE
COMMS THAT CONVERT

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PURPOSE
We must be driven by the difference we want to
create in the world, and deliver that through
everything we do.
COMMS THAT CONVERT

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PLAY VIDEO
JOHNNIE WALKER PRESENTS: KEEP WALKING AMERIC
COMMS THAT CONVERT

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PARTNERSHIPS
Success won’t come from trying to do everything
ourselves.
COMMS THAT CONVERT

18. WORLD CLASS THE LIST – “VIDEO CONTENT TO COMMERCE”
AMAZON: MEDIA & CUSTOMER PARTNERSHIP CONTENT & IMPACT
# TO BE AIRED ON AMAZON PRIME VIDEO STREAMING SERVICE,
LINKING VIDEO CONTENT TO DRIVE PURCHASE DIRECTLY ON
AMAZON
# EXCLUSIVE CONTENT
# RETAIL LANDING PAGES & BUY BUTTONS THROUGHOUT THE
SHOPPER JOURNEY
# MEDIA CAMPAIGN TO DRIVE TRAFFIC TO LANDING PAGE
BUY
BUTTO
NS
MAIN LANDING PAGE + VIDEO TRAILER
EPISODE LANDING PAGE ADS WITH
VIDEOS
TEASERS
WHY IS THIS IMPORTANT?
# RAISE AWARENESS & INSPIRE THROUGH ENGAGING CONTENT
# EDUCATE THROUGH EASY ‘HOW-2’ VIDEO CONTENT & RECIPES
# MEASURE COMMERCIAL IMPACT THROUGH CONVERSION AND
CLICK-THROUGH.
# TEST CONCEP OF CONTENT TO COMMERCE
# GREAT TRACTION IN THE PRESS
LICK ON IMAGES TO VIEW LIVE

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PLAY VIDEO
BAILEYS FRENCH TOAST
COMMS THAT CONVERT

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PERSONAL AT SCALE
We must use data to connect with our consumers with greater
relevance and at a deeper level, aggregating our insight to connect at
scale.
COMMS THAT CONVERT

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PERFORMANCE
A rigorously commercial focus where everyone sells or helps to sell.
Use data to get insights and content ideas.
Understand what is working and what is not working and how to revert it.
COMMS THAT CONVERT

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PLAY VIDEO
WORLD CLASS SUMMER AND WINTER TEASER
COMMS THAT CONVERT

24. HOW TO WIN
IN THIS
CONTEXT?

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HOW TO WIN IN THIS CONTEXT?
AWARENESS
Reach target audiences
where they already are.
OWNED
POINT OF
SALE
ENGAGEMENT
Consolidate content to
increase consumption.
PAID
CONVERSION
Increase purchase
conversion with content.
OWNED
CONNECTION
Develop and maintain
ongoing relationships.
We need to ensure the right content is being delivered within the correct context, channel and
frequency
COMMS THAT CONVERT
EARNED

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DELIVERING AN INTEGRATED COMMS PLAN
EARNED
RETAIL ECOMMERC
E
DUTY FREE
INSTAGRAM
YOUTUBE
FACEBOOK
DOTCOM /
CONTENT HUB
OWNED
NEWS/PR
PAID ADS
INFLUENCE
RS
BRAND/MEDIA
PARTNERS
EVENT
PARTNERS
SEARCH
PARTNERS &
PAID
Convert one-off
interactions into
ongoing
engagement.
Opportunities to
influence purchase
consideration.
Secure your communication strategy and investments will
maximise the benefits of bought/earned/owned channels.
COMMS THAT CONVERT

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PLAY VIDEO
THE ART OF SLOW HYPE REEL
COMMS THAT CONVERT

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FROM CONTENT TO ECOMMERCE
Compelling content has been proven to dramatically increase conversion
rates at point of sale - with eCommerce sites actively seeking premium
quality content.
COMMS THAT CONVERT
Opportunities to feature content…
Feature content on homepage/carousels
How-to videos on product pages
Editorial content on site and in email newsletters
Distributed across social channels
Use local knowledge to identify the most relevant
eCommerce partners who could benefit from
featuring our content.
Offering premium quality content, both locally and
globally produced, is a win-win situation as it is likely to
result in increased sales.
Identifying opportunities to feature content at points of
sales should be a high priority for local markets as it
enables us to directly influence purchase consideration
and drive higher conversions rates.

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CHEERS!
SAMANTHA.READER@DIAGEO.COM