Brand

Awareness
Campaign 1. Develop Hops
Characters
Playbook and voice
for all creative.

2. Brand
Awareness
Drive Fresh Squeezed and
Haze into 11 key markets.
YOU
A
HER RE
E!

3. Brand Interest
and Reach
Beyond brand awareness we’re
generating reach and interest
even though this is centric to the
next phase of our campaign.

Impressions are the number of times your content
is displayed, no matter if it was clicked or not.
5. Actions
Reach is the total number of people who see your
content. Think of reach as the number of unique
people who see your content.
4. Engagement
and Recall
Since we’re in a brand awareness
phase of the campaign, we haven't
prioritized but have data on brand
recall lift in the social media
matrix yet.
While we executed a brand awareness
campaign, we sent people to Bevmo or Drizly
etc to test that engagement (it is still brand
awareness even if we’re getting some action
early on!) and almost 100,000 people clicked
thru to Drizly!
Promised vs
Delivered -
Impressions

50,000,000

40,323,218
40,000,000
35,792,374
Impressions

Goal
30,000,000 27,213,305

19,351,129
20,000,000

10,000,000
2,946,131

0
Aug Sept Oct Nov Dec

Targets

3,764,877
Display ads 4,000,000

i.e ESPN, CNN

3,000,000
IMpression
Division D

2,000,000

1,000,000

293,972
27,655 48,910
0
Sept Oct Nov Dec

Targets

Promised - 31 Million Monthly Impressions

Delivered - 13% more in November and 25% more in December!

125 Million Impressions on Google, Facebook and Instagram

4.5 Million Impressions on ESPN via Programmatic Ads

130 Million Impressions

pg. 2 Deschutes Brewery
 Promised vs
Delivered - Reach
& Engagement

19,521,642
20,000,000

15,234,200
Promised - 8 Million Monthly Reach 15,000,000

Delivered - 200% in November

Reach

and 250% in December! 10,000,000

Goal 7,786,364 8,364,696

5,000,000
51 Million Reach
899,826
0
Aug Sept Oct Nov Dec

Targets

250,000
222,514
Promised - 42,000 Monthly
200,000 Engagement
Engagements

165,632
Delivered - 500% More in October &
150,000 continued crushing it till December. As
the target was already met, budget
98,698
50,000 was moved to engance other
objectives in Nov and Dec while still
Goal 35,539 crushing our goals!
50,000

7,398
0 0.5 Million User
Aug Sept Oct Nov Dec Engagements
Targets

We absolutely crushed our campaign goals

for Impressions, Reach and Engagement

Deschutes Brewery pg. 3

1. Brands Engagement is when someone who sees your content,
interacts with it. (Share, click, like, comment etc).
Our campaign directive was to yield the maximum
number of impressions across platforms with a split
of primary brand (Fresh Squeezed) and secondary
brand (Hazy IPA) and across two market blends
(primary markets and secondary markets).
Ad Recall is a campaign metric that measures how
memorable an advertisement is to an audience.

Digital Platforms Digital Media

...and countless others

Fresh Haze Mixed

18.4% Fresh Haze
33.5% 30%

$56,034.00 $102,204.00
$19,200.00

$146,762.00 $44,800.00

Fresh Fresh
Squeezed Squeezed
48.12% 70%
Spend by Brand

FS $146,762.00 Spend by Brand

FH $56,034.00 FS $44,800.00

MIXED $102,204.00 FH $19,200.00

Mixed = Community Building, Email List TOTAL $64,000.00

Building, Engagement campaigns were done
keeping a common targeting.

The TOTAL ad spend was $369,000.00 between

Digital Platforms and Digital Media.

pg. 4 Deschutes Brewery

 And
the CPM What is CPM?

winners
CPM stands for Cost Per Thousand, and is a key
metric for knowing whether you're getting ROI
(Return On Investment) so the lower the CPM

are...
the more eyeballs you got.

Fresh Squeezed - $6,312.98 Fresh Haze - $7,100.63

San Francisco and Google Spokane and
Market
$1.47 CPM $1.34 CPM

Primary City Avg CPM vs Total Spends

Avg CPM Total Spends

INSIGHT
$25,000
If we look at it from the success
$17,839.81 $18,303.46 $18,254.55 of CPM & budget spends combined,
$20,000
$16,383.86
$15,480.49 Minneapolis has performed the best
followed by Portland and Sacramento.
$15,000
$10,850.49
Boise & Bend on the other hand
$10,000
performed relatively poorly as the
CPMs were pretty high against the
$2,582.46 $5,000
spend. Not at all bad in the scheme
$2.85 $1.96 $2.07 $2.08 $2.15 $2.63 $1.11 of things (we have high standards!)
Bend Minneapolis Portland Sacramento Seattle Boise Chicago
$0 but compared to other markets.

The CPM’s for Chicago, Cleveland and Denver are very

low but we just started those campaigns and that is not a When your business places an ad online, your
success is measured based on CPM, which is
benchmark for future campaigns. We have just
the cost per 1,000 website impressions. A typical
introduced them and had a cost cap.
CPM ranges from $2.80 with Google to more
than $34 for a local TV spot in Los Angeles.

Deschutes Brewery pg. 5

 Secondary Market Cities Avg CPM vs Total Spends

Total Spends Avg CPM

INSIGHT

$20,000

In secondary markets, from a $14,480.29

$13,866.25
combined perspective of Avg CPM $15,000 $12,278.38
$12,093.39 $11,492.30
vs budget spent, Spokane and
San Francisco performed better.
$10,000

On the other end, Las Vegas

was more competitive in digital $5,000
$2,040.19 $2,582.46
bidding and the CPM was
$2.55 $2.27 $2.20 $1.90 $1.85 $1.19 $1.16
comparatively higher.
$0
Las Vegas Phoenix Reno San Francisco Spokane Denver Cleveland

Fresh Haze - $7,582.60

The higher CPM markets were Las Vegas and
Bend, Boise & Las Vegas. $2.53 CPM
This ad was popular but it cost us a little
more to get brand awareness in this market.

Note, $2.53 is still low!

Fresh Squeezed - $6,312.98 This was the clear winner in terms of CPM as it was an ‘all
San Francisco and market ad’ and we attribute CPM alignment to this versatile
Market
$1.47 CPM well received ad.

Logically, comparing CPM’s in various markets does not work

as each market has very different bidding environments.

The markets are all unique, just like with traditional TV buys.

Fresh Haze - These creatives

Phoenix got the lowest
CPM on
FH-PHX-076 Facebook.
$2.50 CPM
FH-LAS-071
$2.60 CPM

pg. 6 Deschutes Brewery

Brand Health
Brand Health is often based on sustainable organic activities
because it depends on attributes perceived by consumers. Brand health can be defined as a measure of how well
Social listening, engagement and connecting with customer a company or brand delivers on certain attributes of
feedback are all parts of your brand health success. a product or service that it promises its customers,
especially how those attributes are perceived by
We would need complete control of your organic social, ads customers in terms of quality and delight.
and web to measure brand health against goals. Tools measure
mentions, backlinks, content virality and sentiments.

We are not managing or

controlling the entire brand
Last 7 Days
From 2022/01/04 to 2022/01/10 Positive Neutral Negative

20
health campaign.
15
10
5 A basic snapshot though shows that (in simplistic
0
terms) your brand health enjoys positive feedback
04 05 06 07 08 09 10
Jan Jan Jan Jan Jan Jan Jan and no negative reviews (in the last weeks’ grab).

We are straggling behind what would be our typical Some Tips

organic social media engagement compared to
competitors, since organic social media management
is not managed by us nor tracked for that purpose
Use video
at this time.

Ask questions

Respond within 3-5 hours

Use contesting

Gather emails

High engagement with consumers is key with

such a high following. Move them into funnels
(website, subscriptions, engagement).
The organic social engagement is key to
raising recall too.

Deschutes Brewery pg. 7

 THE
ENGAGEMENT
GENERAL
PRODUCT
Recall Statistics
Sent to everyone...
CYCLE a percentage just don't
care about it
For Deschutes FB ads our recall lift rate has grown to 6.62%,
from nearly invisible digitally, in just 4 months. This recall means for
BRAND every 100 people reached, over 6.6 people will have a brand recall.
ACTION We are measuring recall from the ‘Brand Recall’ KPI offered by
Consumer could recall AWARENESS
this ad or product, Consumer is aware Facebook. Facebook captures brand recall based on their default
consumer could or would of the product because
take action on this ad they get served the ad survey mechanism (we cannot control or alter it).
and fit the demo

Similarly, we also track the Frequency of ads visits

RELEVANCE
Consumer relates to
product as it pertains to
other products they like
as a factor to determine the probable recall.
FREQUENCY
Consumer sees ad
more than once

More creative variety that elicits a

response will increase recall.
Common Ad Recall lift rates are about 9%, and most
campaigns fall between 4% and 17%, according to
The more a consumer engages with
Facebook information. 6.62% is a big impact in a short the ad the higher the recall.
period of time.

Positive
We are achieving a moderate frequency of ads
which is ideal because too much will make people
tune out and too little would diminish recall. We’re
right in the moderate space which is perfect.
Needed
Refining creative and then adding budgets
to personas specific campaigns (the more we
are relevant the more we get recall and click
thrus, period. )

Improvement Opportunities
with Creative

Markets are competitive and we need

a wide variety of creatives to be able
to compete for attention especially in
those highly competitive arenas. Having
an arsenal to continue to split test and
bid with, helps us lower our CPM and
gain footing.

This requires a bit of financial intestinal

fortitude to accomplish as we bounce
through creative to get winning CPMs.

pg. 8 Deschutes Brewery

2. Personas
Craft beer lovers show interest in some
competing beer brands.

PEOPLE WHO MATCH

Budgets on FB/Insta

As an example: BrewDog, Hops, Bay Area Craft Beer

Festival, Beer, Ninkasi Brewing, Brewery, Tuborg
Brewery, American Craft Beer Week, Parties, Draught 21 - 30
beer, Food & Wine, Stella Artois, Drinking, Beer 37.1%
festival, Pilsner, Brewing, Lagunitas Brewing
Company, Samuel Adams (beer), Craft Beer Lovers,
Blue Moon (beer), Great Tasting Craft Beer, Lager,
Dogfish Head Brewery, Nightclubs, Nightlife,
Microbrewery, Pale ale, Kingfisher (beer), Leffe,
Craft Beer, Craft Beer Locator, Stone Brewing Co., 27 - 30
Goose Island Brewery, Sierra Nevada, Brahma beer, 62.9%
Homebrewing or Craft Beer and Brewing.

Cost AGES The demographic

25 - 34 group study shows
that young people
$2.00
$1.63 CPM between 25 and 34
years have yielded
$1.00 a $1.63 CPM Score.
YIELD A Making them the
best target audience
$0.00 $1.63 CPM
for our product.
25 - 34 SCORE

CLICKS VS Another study showed how

IMPRESSIONS Clicks Impressions
women may get more
impressions than clicks, 14,000
but men click through
more in comparison.
7,000
Males took more
action on ads. 0
Female Male

Deschutes Brewery pg. 9

 Original Brand
Focus
70% Fresh
30% If we want to dig deeper into personas we need to assign
Squeezed
a budget to really focusing on them in one or two markets
Fresh
(our current budget didn’t allow for that granular of
Haze
attention and reporting).

Primary and secondary markets totaling 11

(plus 3 added final month).

3. Platforms/Placement Twitter
14.1%
Google
The CPM for Facebook is legitimately higher than Google 32.7%
or Twitter, however Facebook allows us much more
versatility in the way we draw consumers in. So we take a
balanced approach using multi mediums which deliver a
nice balanced portfolio and CPM combined.

FB & Instagram
53.2%
CPMs against Placements

FB/Instagram Google Twitter FB/Instagram Google Twitter

5.0 $80,000,00

4.4
4.0 $60,464.39
$60,000.00
3.7
3.0
$39,294.72
$40,000.00 $34,228.81
2.0
1.8 $25,037.25
1.7 1.8
1.6
$20,000.00
1.0
$5,001.92 $3,914.62
0 $0.00
Primary Markets Secondary Markets Primary Secondary

Google has a lower CPM vs Facebook and therefore more budget was allocated to Google for
brand awareness campaigns. However, Facebook normally has a better relative recall value
as compared to Google due to the fact that one can comment/like/share (engage) on
content. Essentially it is important to keep a balanced digital mix of placements.

pg. 10 Deschutes Brewery

 Community Building Campaigns on

Placement for Instagram performed poorly as Instagram

doesn’t offer the “community building as an

Brand Awareness
objective” in our ad campaigns.

From a CPMs perspective Facebook has a relatively higher CPM vs Facebook Page Like
Google campaigns campaigns didn’t
Google & Twitter. But that is within our earlier projections. We don’t
didn’t work at all for perform within
categorize any channel as the worst. We plan for it.
Email List Building projected estimations
campaigns. as we were very
However from our other objective perspectives, here are some findings:
narrow in targeting i.e.
27-30, City specific etc.

REFLECTION
Digital Campaigns are objectives driven and channel algorithms work in accordance
with set objectives. We feel confident in how we crushed those objectives.

Objectives

T1/T2-2022
Now for T1/T2-2022 we can do a partial
transition to a deeper level funnel i.e.
Engagement, Website Clicks and Web
Actions like Beer Finder, Pubs & Testing
Rooms , Shopping on our web, Clicks to
Drizly/Bevmo/Instacart.

Strategy
WEBSITE CLICKS AND SHOPPING ON
Unlike Q4-2021, planning for WEB ACTIONS OUR WEB
T1/T2-2022 is more balanced
between Awareness and Deeper
Level Funnel Actions. Which means
that close to 50% Budget is kept for ENGAGEMENT CLICKS TO
PUBS &
Awareness while 50% is allocated TESTING DRIZLY/BEVMO/
for website visits/clicks/actions. ROOMS INSTACART

We can establish these goals and objectives,

and ascertain the needs to meet them, together!

Deschutes Brewery pg. 11

4. Markets
Denver
1.2%
Spokane Cleveland Bend
Spend by Market 6.8% 1.2% 6.5%
San Francisco Minneapolis
7.3% 10.6%

Reno
Portland
7.2%
10.9%

Phoenix
8.6%

Sacramento
9.8%
Las Vegas
Secondary 8.3%
Market Seattle
40.6% Chicago 10.9%
1.5% Boise
9.2%

As Chicago, Denver and Cleveland came into

Primary the picture quite late in the game we couldn’t
Market allocate much budget to them.
59.4%
Here are the city level spends
for these 3 cities:

CHICAGO $2,582.00
INSIGHT

Technically speaking, we don’t have DENVER $2,040.00

wide variations between the markets in
terms of CPM. A variation of $0.00 - 0.75
is generally within range as it might CLEVELAND $1,995.00
vary based on the ongoing competitive
scenarios in respective markets.
These are the online bidding
based campaigns.
From a financial perspective only: Knowing our priority markets:

If we had to drop, we would drop We would continue to invest

Bend & Boise both as the CPMs in and refine numbers for
were high and we couldn’t spend Bend and Boise.
much to compensate for this.

pg. 12 Deschutes Brewery

Market
Saturation
We have not reached saturation, as our average frequency on Google is 11.2
and on Facebook it is 7.71. When a brand hits saturation there is a sudden dip
and you can almost not consume budget.

Now, to enhance the recall (phase 4), we need to bring in different attributes of
product communications (ex. emotional, technical, impulsive etc) so we can
create better recall & impact.

5. Creative
Static ads had relatively lower CPMs compared to video ads. But since our video ads were viewed 100% by almost 45%
of the people served, the engagement/recall was better. We should invest more on video creatives.

There were only 2 video ads for Fresh Squeezed and Fresh Haze IPAs, which were almost similar in appeal.
So we don’t have enough insights to offer. Except, they were watched in their entirety almost more often than not
and we need more!

We have had such success getting viewers

to watch an entire 10 seconds we feel
there is tremendous value in lengthening
our ads so we can introduce a second
product/brand or a whole line up. We’d
venture into the 20-30 second range.

CREATIVE INSIGHT

Since we delved into 11 initial markets, from an analysis perspective it doesn’t make sense to compare
different creatives against different markets.

It’s not really an apple-to-apple comparison. In a logical scenario, to go this deep (like with personas)
we would have to try multiple creatives in each market to conclude what tone, style, CTAs are
performing better.

However when we originally launched the campaign we specifically wrote copy for specific markets.

Deschutes Brewery pg. 13

 This animation had 28,805
This static ad had 607 Likes,
Engagements, representing cross
586 Engagements,
channel marketing (both Fresh
391 reactions and 24 Shares
Squeezed and also PAC-12)

About Creative Fatigue

We haven’t seen ad fatigue yet, however it

is recommended to have more variety in
communication and creative.

Some Tips
Social Media Creative Contesting

Facebook gives you a message that there is

ad fatigue and the CTR drops dramatically.
We haven’t seen this yet. Also, as soon as Video Campaigns
that happens we’d find we are suddenly not
consuming the budget.

Influencers

We really need strong organic outreach to

succeed in organic social media efforts.

pg. 14 Deschutes Brewery

 Successful Omnichannel Engagement
A successful campaign depends on a fully integrated digital organism.

CONTESTING SOCIAL MEDIA PAGE

CAMPAIGNS “LIKE” CAMPAIGN

EMAIL ENGAGEMENT PAID ENGAGEMENTS

CAMPAIGNS CAMPAIGNS

ORGANIC SOCIAL
PAID EMAIL SUBSCRIBER MEDIA PAGE
CAMPAIGNS ENGAGEMENT

Deschutes Brewery pg. 15

 A page like campaign works
to bring new users to a page,
however if the page management Driving a contest or a dynamic
is not creative, consistent and creative video will get more virality
adding value to users, people don’t when pushed with advertisements
engage and so we can’t report compared to a regular social
thriving engagement numbers. media post.

Organic page engagement such

as Facebook drops 1-3% further Email list building campaigns were
if engagement ratio isn’t great developed focusing on a customer
with new users. engagement perspective.
However, despite growth in email
subscriptions, if we don't have an
email engagement strategy in
place, we aren’t leveraging our
spends on these campaigns.

For Page Engagement campaigns… when we spend money on these campaigns, the fundamental idea is to bring
our creative and engaging brand in front of people through our advertisements.

However, if we actually don’t engage in much creative and dive in with social listening, responding and tagging
organically and more on Social Media, the campaigns will not produce the desired results for ‘page
engagement’ numbers no matter how many people we push there.

The team and cumulative efforts around omnichannel engagement

will produce the synergistic and amplified results we want.

pg. 16 Deschutes Brewery

6. Digital Display (Programmatic)
Our display ad (programmatic) campaign was added after our initial campaign speculations, to capture the types
of digital users who say ‘I never use social media, how would I see that ad’. Programmatic ad buying uses machines
to buy ads, in short. It is a media buy of sorts but instead of the old school way of negotiating rates or sending RFPs,
we’re setting the dials and buttons to deliver a specific outcome. It’s extremely precise. There is an opportunity to
buy guaranteed ad impressions on specific sites well before you run the campaign. Downside, bidding and budget
always play a factor. Let’s see how we did with the $64,000 reallocation of budget to digital display.

ESPN had limited traffic. We were able to

appear on the site 6 times and received
no clicks. Sports related video/animation
CTR (click through rate) is really a way of would likely make a difference. This is a
measuring the percentage of people visiting a highly competitive National medium.
web page usually through a link on an ad.
$0.39 with would be a good CTR if we had no
perimeters on our ad placements or type.
CNN worked as expected with our The overall campaign had
language and display perimeters - a CTR of 0.05%, so we had
we appeared over 72,000 times with a 0.04% lift in CTR on CNN
62 clicks which equates to a 0.09% CTR comparativeily to the whole.

Buzzfeed.com Mobile Interstitials started

0.08% CTR Sfchronicle.com seeing an increase in CTR
0.12% CTR at 0.06% compared to
Myrecipes.com
display at 0.04%
0.08% CTR

Newsweek.com
People.com
0.12% CTR
0.08% CTR

CBSsports.com
Strategy
0.08% CTR Craftbeering.com
0.11% CTR Based on the top sites and their CTRs, we
would recommend continuing to target news
Vox.com and sports sites, but increasing delivery on
0.09% CTR entertainment, food and lifestyle sites. We
Seattlepi.com
Sfgate.com saw good initial performance on these types
0.11% CTR
0.09% CTR of domains, and I think we would continue to
see that as we expand the targeting.

Our perimeters were dialed in really tight per management, for example not including sites that talked
about sensitive social issues, leaned right, skewed demographically etc. We can improve CTR by simply
targeting 21+, and removing those contextual limitations. All in all, display is always going to cost a bit
more for CTR and we have less control over it day to day.

Deschutes Brewery pg. 17

 THOUGHT BOX

We’re not fond of the costs for programmatic/digital

We serve full page ad units between screens
and these are known as interstitials. This ad
could come while an app is loading or game
or shopping experience is loading, while the
user waits for that.
and the relatively low CTR when we confine our
audience to psychographic, demographic and
geographic restrictions... however they are easy to
execute and very predictable.
They benefit us when a certain percentage of our
audience would not use social media (which is really
NOT a fact for our target 21-35 but was the main
consideration for sales and distributors).

User clicks app Home Screen

on home page App Loading Intersitial Ad of App

OVERALL 0.05% CTR

With a renewal campaign we would add the

CAMPAIGN
160x600 at 0.10% CTR second most utilized size, 300x50. We also
CTR BY need new creative, especially video.
AD SIZES
BEST AD SIZE 300x600 at 0.11% CTR

FRESH SQUEEZED
IPA 0.05% CTR The 320x50 was the lowest CTR ad size at
0.04% CTR, however the 320x50 is the top
CAMPAIGN
CTR for mobile devices, and the demographic
CTR BY of these campaigns generally utilizes mobile
BRAND to view content, so we would want to keep this
FRESH HAZE IPA ad unit in rotation in order to help with scale
0.05% CTR on the campaign.

pg. 18 Deschutes Brewery

 Digital/Programmatic Device wise distribution
of Impressions
Sacramento - Spokane, WA
Stockton 2.7% Tablet
11.8% Seattle - 2.7%
Tacoma, WA
Reno, NV PC
22.6% Mobile
1.5% 34.4%
62.3%

Portland, OR
12.6%

Phoenix, AZ
9.6% San Francisco, CA
22.8%
Minneapolis Other
- St. Paul Bend, OR 1.3%
9% 1.1%
Las Vegas, NV Boise, ID
3.7% 3.7%

Brand Strategy 2022

and 2021 insights

After reviewing the outcome and effectiveness of the brand awareness

campaign developed for 11 markets (and 3 subsequent markets) you
have been able to explore the results, how they are measured and
the overall cost efficacy of this multi state multi market effort.

THAT WAS THE

SCOPE OF THE While we executed a brand awareness campaign, we also
FIRST PHASE OF sent people to Bevmo or Drizly etc. to test that engagement
THE CAMPAIGN, (it is still brand awareness even if we’re getting some action
NOW IT IS TIME early on!) and almost 100,000 people clicked thru to Drizly!
TO DIG DEEPER.

(almost)

Deschutes Brewery pg. 19

Could have done better...

Before tracking real time, we would have allowed for the 6-8 weeks it took to onboard and not started
any ‘tracking clock’ until we had that implemented. Often, digital clients have previous access to
accounts and data. There were some totally understandable roadblocks (previous employees with
passwords we couldn’t get, access to websites and multi partners who had to implement our pixels and
tracking on their third party extensions).

As a new digital client partnership we were not accounting for the time it took to get access to the website,
social media accounts, and digital in general. Most of this access required multiple parties engaging,
or total resets to get started. It’s a big job and we get it! The good news is that we were able to still
leverage that time for creative and asset building until we could deliver and track our ads. Ads ran right
away, and yet we had no data to show because we didn’t even have certain mechanisms in place on our
site to track yet.

WHAT’S NEXT?

WHAT’S NEXT?

2022
We maximize a select group’s awareness of our products. Brand recall
is driven by creative, and constant engagement. A one time touch will not
have the desired impact of recall or engagement and therefore frequent
interaction across channels and devices is the approach that creates the
space for the right impact for recall.

We recommend we develop an expanded variety of ads to

communicate to the same people across those established
channels to increase stickiness in their minds.

At the same time continuing to bring new people into

the ever new brand awareness sphere.

pg. 20 Deschutes Brewery

Working with an IAT that is tasked with each of the
omnichannel digital needs will dial in our efforts!

An IAT includes a variety of agencies that each perform at their

best and highest capacity contributing to the highest common
goal. When each team knows what their contribution is to well ZÖ AGENCY
laid out plans and timelines, magic happens!

PARTYLAND AVID

what zö would be best at, in contributing to the team approach:

2022 Strategy

a. Balanced Approach b. Awareness and Recall

Continuing with an awareness campaign,
consistently bringing new people into our
fold. We’d open the markets and ages a bit
so we can get the largest amount of people
at the lowest CPM in the brand awareness
phase (which should be ongoing).
Develop more creative especially video and animation
for even better focus and recall. Our new KPI’s for this half
of the budget would be on recall lift and CPM as well as
engagement and reach. We’ll develop a plan with IAT on
who can carry organic, engagement and emails. We’re
happy to carry that too. Recall does depend on this.

c. Measurable Actions
Note - this will result in action items along the way that the right
team will need to respond to. For example, did you know 72% of
Instead of driving people to Drizly (which was a side
people abandon their shopping cart? Without an active email
benefit of our brand awareness campaign and yielded
campaign we will lose those people. A gentle nudge that they
almost 100,000 clicks to Drizly), we are going to be driving
have something in their cart (and a seamless purchase option)
them to our website to make sure that we can track their
can salvage buyers. Determining who is responsible for what
journey better. This way we can see the actions people
creative and activity is important at the outset.
take from ads to the web and through their buyer journey.

Deschutes Brewery pg. 21

 d. New Landing Pages to be Designed
We already have amassed
Direct visitors from ads to landing pages, to influence the actions right from the web
a lot of data around your web
i.e. Order Online, Visit Drizly, Instacart, Beer Locator, Pubs/Tasting Facility Visits. We can split
traffic. For example, did you
test the main landing page journey (where presented with multiple journeys) and also create
know that 1 in 4 visitors checks
ads that direct to specific landing pages (i.e. taste near you, buy now, learn more, find beer
out where to taste the beer?
near you). So, in short - ads will direct to the main landing page (multiple options for buyer
journey) and individual landing pages, so we can get data on all buyer interests and journeys.

e. Creative
We have creative dialed, from markets to
design to personas - we want to increase
our video arsenal including longer pieces
(since engagement warrants), animations,
video and of course more static.

INSIGHT

What we were doing with brand

awareness as a side tack:

Since we were running brand

awareness visuals and Hops
storytelling, we decided to
leverage that media space to
USER SEE TAKE MIGHT GO TO
see if we could also ignite VISITS
AD/WATCH ACTION STORE AND ORDER
action. And we did! VIDEO
DRIZLY
ONLINE DESCHUTES BEER

Despite (almost) We assumed that we would get data from Drizly on the impact. We couldn’t really get
any insight about what happened after our consumers (almost 100,000) visited Drizly,
so Deschutes didn’t have a mechanism to track offline sales influenced by Digital.

Not that this was the goal in the brand awareness phase but it sure would have been
nice to know how many sales came as a byproduct from just the brand awareness.
to Drizly.com

HYPOTHETICALLY, 33% Brand awareness campaigns are not designed to drive sales. By their very nature they are
designed to bring potential customers into our space and make them aware of the offering.
PLACED A PURCHASE OF $10.
The highest use of a brand awareness campaign in the short term for Deschutes Brewery is

THAT MEANS for sales and distributors to understand what marketing is doing to support them and be able
to speak to that. The long term gains are that we bring millions of potential customers into our
$10 x 33,000 = $330,000. awareness sphere and when sales and distribution build product availability, our consumers
are aware of the offerings when they encounter them.

pg. 22 Deschutes Brewery

 BUDGET Our media
buy %

APPROACH
remains at
with a minimum monthly

T1/T2-2022:
media management fee of
$10,000 regardless of spend.

We work daily on managing ads, optimizing and

Daily Ad
refining creative to achieve the highest CPM and Management
most efficient ROI and there is a large vault of Ad Spend 15%
ads (and more to be done) to manage. 65%

Our creative work is executed strictly

by project brief.

All three legs of the tripod are critical Creative*

to a campaign's success. 20%

Our budget would be assigned to a mix of awareness and

recall. However please note that recall again requires an *Lags in creative (if we’re not
omnichannel engagement strategy that, if not in place, Organic social doing the work) can impact
affects our recall. media direction the efficacy of the campaigns
and will be flagged for you
for maximum to be aware of.
KPI’s will be developed when scope is approved. engagement
and recall.
Additional guidance and support we can offer is:

No budgets will be
Web landing pages and general content placed or strategy
for maximum organic search results email SEO - critical developed until the
campaign strategy and execution including to the health overarching scope
automated emails (such as for those that of the website. is approved and
abandon their cart and need a nudge). IAT is connected.

Agreement
To move forward at this time we simply need Creative Needed
an agreement of scope that:
The extensive creatives we began with were good for
establishing the first connect (Brand Awareness).
15% of budget 20% approx can be allocated 65%
will be allocated to to creative (and this can be thru zö or approx will Now, we need more variations to generate impulse and
digital management other agencies as long as the creative is go direct to
secured in a timely manner to achieve the ad spend.
deepening desire to explore Fresh Family beers. Therefore
(with a minimum digital goals, and in the quantity, caliber, lifestyle focused creatives, product differentiation focused
of $10,000/month) messaging and cataloging required). creatives or excitement triggered creatives will be needed
along with ongoing familiar one’s.

With that approved scope we will work in 2022 with We have provided the punch list of creatives needed to be
approved briefs only, and work in our weekly IAT team curated Jan and Feb (‘always on’ months in preparation for
‘pulse’ months).
meetings to ensure the creative traction is being met.

Deschutes Brewery pg. 23