Client

Pernod Ricard is the co-leader in Wines & Spirits worldwide, owning popular beverage brands such as Absolut Vodka, Chivas Regal and Malibu.

Goals

Via multiple online forms and competitions, the main goal of the campaign was to increase the number of subscribers to various Pernod brand mailing lists, and develop a method for Pernod to easily manage and create these promotions.

The Solution

Pernod Ricard were keen to add more potential customers to their mailing lists for six of their most popular brands: Absolut Vodka, Brancott Estate, Campo Viejo, Jacob’s Creek, Jameson and Malibu. Their preferred method of doing so was via an online sign-up form that could include an additional competition element to incentivise usage.

The solution was a single Facebook application, consisting of a form that users could fill out to sign-up to a brand’s mailing list. The app was installable to each of the 6 brands’ Facebook pages, supported by a fully-fledged CMS.

Depending on what page the app was installed to, the design, content and flow were all customisable via the CMS, allowing Pernod to offer multiple, brand-dependant promotions, all through the same app. The list of customisation included:

  • Background design for both desktop and mobile
  • Which form fields should be enabled
  • Introductory preamble encouraging users to sign-up
  • Optional competition question

This allowed Pernod to offer different acquisition methods, keep sign-up details separate and apply application design that was unique to each brand.

After a certain promotion had ended, Pernod were able to download the full list of user details for addition to their own eCRM via a click of a button in the CMS. A new promotion could then be set up and put online in minutes through an online wizard.

The front-facing app also had its own mobile version, giving Pernod the chance to acquire the 35% of potential customers who visiting the app via a mobile device.

Pernod Ricard Promotions

The result

27,600

visitors

14,700

entries

53%

visit > entry conversion