Posted by: Havas Media Group | Date added: Tue 23 Jun 2015
Social gifting start-up launches first alcohol-sector campaign with Pernod Ricard
Havas Media Labs today revealed a Father’s Day campaign from Pernod Ricard in conjunction with SoPost, the leading social gifting platform. The campaign focuses on the promotion of a new product from The Glenlivet, called Founder’s Reserve, and aims to help the whisky brand stand out from the crowd during the busy period running up to Father’s Day. The partnership was forged by Havas Media Labs, which brokers deals between clients and the UK’s hottest new tech companies.
SoPost is a start-up social media platform which allows friends to share gifts via Facebook. It combines the power of product sampling and personal recommendations to help brands drive trial in a targeted way amongst their existing customers' friendship groups.
This will be its first UK campaign with Pernod Ricard and offers a simple but effective concept, which will help The Glenlivet acquire new customers, drive loyalty and generate sales.
The campaign taps into a targeted new audience and encourages them to gift a 5ml sample of The Glenlivet Founder’s Reserve to a friend - in this case their father - for free, or even the opportunity to personalise their bottle on theglenlivetgifting.com
The campaign will also focus on raising awareness among key target audiences via online channels, in turn allowing Pernod Ricard to capture relevant data at a key trading time of the year.
The user journey entails clicking through to a branded microsite from the sponsored post. The user then connects with Facebook and types in the name of a Facebook friend (their dad), types a personal message and hits 'send.'
Their father then receives a post on his timeline, clicks through and tells SoPost where to send their gift. A 5ml bottle of The Glenlivet Founder’s Reserve is then delivered in the post a few days later.
Amy Kean, Head of Futures at Havas Media Labs said: “Havas Media Labs is increasingly working with UK start-ups due to their flexibility, creativity and ability to quickly tailor a tech product based on very specific campaign needs.
SoPost presented the perfect solution to help Pernod Ricard modernise Father’s Day gifting for the social age, and this is the start of a long-term relationship between them and Havas as a number of our clients start to see the ROI benefits of innovation in social sampling.”
Vickey Hoey, Head of Marketing at Pernod Ricard, said: “Pernod Ricard is a leader in innovation, dedicated to adding value to the lives of consumers. We shunned a straightforward tried and tested ATL campaign to work with SoPost and make it easier for our target audience to interact with the brand. We are confident that SoPost will not only deliver powerful word of mouth but also excellent ROI for this campaign.”
Jonathan Grubin, from SoPost, said: "We're delighted to have our first ever campaign within the alcohol sector in partnership with Havas Media Labs and The Glenlivet. Working with Havas Media Labs has really helped us gain exposure amongst some of the leading brands in the world, and I'm so excited for us to be forming an on-going relationship with them."
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