Diageo E-CRM
Working on Diageo was a lot of fun - especially the Johnnie Walker tasting that took place during our first briefing at 10am. Guinness, Crown Royal, Johnnie Walker - these brands wanted to increase their share of throat by pre-qualifying prospects and existing program members. These are the first three emails in the E-CRM campaign designed to do just that. Cheers.
E-CRM Campaign: Guinness, Crown Royal, Johnnie Walker
Target: Existing Guinness, Crown Royal and Johnnie Walker program members
Insight: When it comes to share of throat, loyalty runs high among adorers. There is an incredible sense of community among drinkers that is directly related to the type of alcohol adorers consume. For Guinness it’s being a man’s man. For Crown Royal it’s family. For Johnnie Walker it’s status.
Challenge: Increase share of throat by pre-qualifying prospects and existing program members.
Concept: The Guinness Perfect Match Rugby Tour, The Crown Royal Gift Pack, The Johnnie Walker Book of Toasts.
Solution: Tap into the deeply emotional connection existing program members and prospects feel about these brands to create greater affinity with the brand.