MARKETERS 2 0 Silvia Bernardi Francesca Crepaldi Christoph

MARKETERS 2. 0 Silvia Bernardi Francesca Crepaldi Christoph Kohlmayr Silvia Mezzasalma Chiara Pitoni Daniela Zagolin

CAMPARI SOCIAL MEDIA STRATEGY Campari Group strategic thinking is driven by the desire to reach critical mass in key geographic markets. In order to do this and to enhance the engagement of the customers, the Group has created and developed different social network pages, including Twitter (the most successful one), Facebook, Youtube, Instagram, ecc.

Social Media - Performance Indicators Campari Group aims to reach its customers through the usage of different social medias. Here there are the major social media performance indicators showing the average data referred to the last year: BUZZ INDEX In the last year, the Company counted on average an amount of 6. 250 people who have searched for “Campari” as a specific subject on social media. ENGAGEMENT INDEX In the last year the number of people who have posted comments or have shown their «likes» on social pages is on average 12. 500, they are considered active customers.

Reach and Richness Campari Group is approaching the typical trade-off between reach and richness of information by focusing especially on reaching new potential customers. Potential reachness However its social media strategy helps the Company to reduce the gap. This is related especially to the strong brand image and reputation of the Company which can exploit the worldwide knowledge of its brand just through its classical advertising and through well-known mottos as “Campari Red Passion”. The long history of Campari allows customers to recognize Campari’s products and to associate the values connected with it.

Reachness of Campari communication The number of likes, followers and views shows Campari as an active Company on social medias. People can interact with others in a C 2 C communication, where they can find information about products, initiatives and meeting occasions organized by the Company (as sponsorship events or extraordinary open-days of Campari’s Gallery.

DIGITAL STRATEGY: IAKI FOR APEROLSPRITZ About IAKI is an italian brand engagement agency, whose mission is to make brands relevant for customers, transforming conversations and engagement in sales. IAKI for Campari IAKI developed a digital strategy for the brand with the highest engagement possibilities: Aperol Spritz. This project focuses on: • a monitoring phase to create a digital identity of the brand; • a social phase with the development of the specific web site, the mobile one and an intense activity on social networks. The Aperol Spritz online community has become an important source for cutting edge events: «Aperol Spritz Live» . Every event entertains international singers and dj sets. These events aim to keep in contact all the «orange community» online, through actions in the web site and in social networks pages (Facebook first of all). Moreover, the Aperol Spritz Live has been transmitted by MTV. http: //www. youtube. com/watch? v=-6 co. BMHAJ 0 s

Campari Digital Strategy & Values “The essence of Campari Group is building lifestyle brands and people with passion. ” Several digital networks have been created, which allow to spread the knowledge of the brand among customers who have to recognize it not merely for alcoholic products but especially as a fashionable lifestyle in coherence with Campari’s values. The Company is very active in Responsible drinking programs; also its social pages have restrictions on age, taking care of involving the right target of customers in coherence with Campari’s “Health and Sustainability” projects. Community commitment: “Our Group is committed to promoting excellence, entrepreneurship and equal opportunities …”. From the partnership between Campari and Discovery Media, a new branded content “Mixologist” has been launched. It is a bartender competition on air on Dmax TV interactive-channel with its respective smartphone & tablet app. It represents a new opportunity for customers engagement.

…Curiosity SUSTAINABILITY & CHARITY Campari’s American Wild Turkey Distillery is also active on social media to support social causes, for instance during May 2014 Wild Turkey donated at least $ 10. 000 to Old Friends, the favourite charity of Rosie Napravnik, an American Thoroughbred horse racing jocke. Wild Turkey will donate $1 in addition every time the hashtag #Ride. With. Rosie will be tweeted up to $40, 000. #Ride. With. Rosie

Brand reputation and Sentiments NEUTRAL SENTIMENT They are related mostly to the new activities that the Company has been developed in the recent time that arouse curiosity in customers who “click” Campari only because they want to know more about the Company’s projects (i. e. Mixologist). POSITIVE SENTIMENT They come from the Company’s brand reputation which, thanks to its long history, has experienced relevant long-lasting customer relationships. NEGATIVE SENTIMENT Some of these articles are related to animal-rights activists’ comments who complain about animal components presented in the Campari Miscela.

Demographic Data TOP COUNTRIES as “social media-users “ in the last year In Spain Campari has built a strong brand reputation and customers’ loyalty during its long history. Moreover considering that 1 over 5 social media users via mobile-app are Hispanic it is possible to assess that the digital phenomenon in Hispanic countries is larger compared to the others’ one. (Data from The Digital Consumers Research-2014) Campari’s social media users are quite equally distributed between males and females. This is related to the increasing number of women who consume and approach to alcohol products probably because they want to follow the new fashionable lifestyle promoting especially by Campari Group. 52. 5% 47. 5%

Competitors DIAGEO Diageo has been founded in Ireland in 1759. It is the global leader in the beverage alcohol market with a large number of brands across spirits, beer and wine categories. The Company operates in more than 180 countries around the world. Diageo’s most famous brands are Smirnoff, Baileys, Guinness, Johnnie Walker. PERNOD RICARD It has been founded in France in 1975. Now it is the co-leader in the spirits and wines industry. It is well established globally, especially in the emerging markets (first in Asia). Its most famous brands are: Malibu, Absolute Vodka, Havana Club.

ARGUMENTAL PERCENTAGE This graph considers how much the words «Campari» , «Diageo» and «Pernot Ricard» are mentioned on Internet and how many people talk about those Companies. For what concerns all the social networks (such as Facebook, Twitter, Instagram and so on), Campari is the most mentioned term, with a percentage of 53. 7%. Diageo has only 32. 1 % because it has started a strong social media strategy only in 2012, with the creation of new platforms to promote its brands and products. Pernod-Ricard has only 14. 2% due to the fact that it is active only on specific social networks, such as Facebook, indeed, it has applied a global social media approach. One relevant component of the Campari argumental percentage is given by its strong presence in the Spanish speaking countries. Those countries, in fact, are the principal users of social media and this increases a lot the mentioning of Campari. Diageo and Pernod are diffused in those countries in which the use of Internet, as consumers’ platform, is not so common and sometimes the use of social network is forbidden (i. e. China).

Global perspective according to the argumental percentage

Monitoring Social Media Activities Another tool: How Sociable The tables show the degree of the Brands’ Brands magnitude on Social Media Platforms like Facebook, Twitter, Youtube and Linked. In. These data are very useful to analyze what kind of social media are most relevant for the companies. For what concerns Linked. In Diageo has the biggest magnitude compared to the others (5. 0). Campari, instead, is not focused mostly in one social media but it has a good magnitude value for each social media. Indeed, Campari holds the second biggest grand total magnitude at only 0, 2 points after Pernod Ricard. So Campari has room for improvements. It could expand its presence in all the major social media.

Reach VS Engagement 3. 760 results 6. 808. 901. 892 REACH 42. 225 engagement 2. 616 results 7. 890. 569. 109 REACH 4. 062 engagement 6. 474 results 5. 189. 233. 951 REACH 13. 013 engagement

SENTIMENT ANALYSIS The following graph shows how Campari holds the strongest position compared to its competitors in terms of the percentage of good comments and responds. Campari’s social media has the highest positive answer by followers and consumers (23%) and also the lowest negative responds (13%). That represents a very important hint to uncover the strong effectiveness of Campari Social Media Strategy. Pernod Ricard has the highest number of negative comments, which are mostly connected with its lower interest on social corporate responsibility.

THEME CLOUD This is the total Theme Cloud of Campari, Diageo and Pernod Ricard. These brands have lots of conversations in common: for example, they share words like “America”, “cocktail” and “Facebook”. In particular #Diageo and #Campari have their own hashtag, while Pernod Ricard has not any specific tag used in Social Networks. This is a sign of weakness for Pernod, which has a very huge diffusion in Anglo-Saxons countries but it is not spread in social media like its competitors.

Bibliography • Book source: «Social Media Marketing» , G. Fraia, ed. HOEPLI, 2011 • • • www. camparigroup. com www. talkwalker. com www. howsociable. com www. diageo. com www. pernod-ricard. com www. digitalconsumer. com www. who. int/topics/alcohol_drinking www. socialmediatoday. com http: //www. iaki. it/case-history/aperol-spritz-live-brand-community-online/