International Web Auction

1
International Web Auction
A leading whiskey producer launched a new
initiative to promote its brand whilst also
raising money for charity via an online web
auction. We showed the impact of editorial
coverage generated by the initiative on the
campaign itself and the brand.

• The clients Key Messages were separated into
  three distinct groups
• Brand Key Messages
• The brand
• Celebrating 200 years of excellence
• Website
• Auction Key Messages
• Lot Descriptions
• Dates Specified
• Charities Key Messages
• Global charity partners
• Local charity partners

2
Brand Representation
Japan
China
Findings Brand Key Messages accounted for 28
of the all key messages coverage in Japan and for
23 in China, compared with all-countries average
of 17
3
Which Countries did not Work?

• France limited coverage, a lack of local
  lots? Monsieur magazine stated that the French
  had not been the most generous or the most
  imaginative in the Auction.
• Spain attention was paid to local lots and
  various other lots. However, it was said that the
  Spanish participation in the auction was
  limited
• Brazil no local lots were provided, but
  Brazilian journals often cited the brand manager
  in Seagram Brazil, in the context of the Auction.

4
Lifespan of a Campaign
MML can assess the lifespan of a campaign and how
this impacts future coverage.
Benefits Shows peaks and troughs which can be
used to judge each campaign and this information
is also held and can be used to help plan future
campaigns.