Case Study

ALTOS
TEQUILA

CLIENT

Altos Tequila

CAMPAIGN

Mexican Wave

INDUSTRY

Beverage

YEAR

2023

Altos Tequila is an award winning tequila, made from 100% blue agave grown in the highlands of Jalisco in Mexico, and was officially launched in the Australian market in 2022. Despite tequila being a well known ingredient in margaritas, tequila brand recognition is not quite as strong.

Altos Tequila is an award winning tequila, made from 100% blue agave grown in the highlands of Jalisco in Mexico, and was officially launched in the Australian market in 2022. Despite tequila being a well known ingredient in margaritas, tequila brand recognition is not quite as strong.

Altos wanted to use World Margarita Day to boost brand recognition and awareness while also driving trials and data capture. Jennifer Wilmott, Senior Digital and Trade Advocacy Manager at Pernod Ricard Australia, led the project which was based on previous iterations of drink redemption campaigns. Having now partnered with RBU on several drink redemption campaigns, Jennifer says the team was “absolutely blown away” with the results.

“Internally, we’re saying ‘that based on the success of the campaign there's a huge appetite to do this again”

CAMPAIGN QUICK STATS

+
Customers joined the campaign.
%
Conversion from registration to drink redeemed, more than double compared to the previous campaign.
%
Entries that came from the share mechanic.
Longest chain of shares forming a Mexican wave.
%
Consumer approval rating.
%
Sales increase in comparison to the previous financial year.
THE CAMPAIGN MECHANIC

THE CAMPAIGN MECHANIC

From the 7th of February to the 7th of March 2023, the campaign encouraged consumers to register to win a trip to Mexico, and gave out 10,000 free Altos margaritas at participating venues. After registering, consumers were encouraged to share the campaign with a friend to create a ‘Mexican wave’.

Tracking the ‘wave’ of the share mechanic was a technical challenge for the campaign. Existing share mechanics are unable to discern how far the share goes, or if it’s actioned by the person receiving it. Tracking how many times a “share” button is clicked does not always equal a promotion being shared by the consumer. 

Altos wanted to record high quality data, such as:

  • Anonymous sharing statistics;
  • Additional entries to win the trip to Mexico;
  • How far did a wave travel once started;
  • What was the conversion from receiving a share through to redeeming a drink.

Tracking to this level introduced preventative measures to stop the system from being abused through one individual sharing with the same person multiple times. This is where RBU was brought in.

THE FEEDBACK

  • Internally, we’re saying ‘that based on the success of the campaign there's a huge appetite to do this again.
    Jennifer Wilmott
    Senior Digital and Trade Advocacy Manager
  • RBU’s level of expertise was a real game changer for us in terms of how we got around that shareability, and it showed in the results we had. The RBU team really gets it, they get how to adapt a program to suit our business needs. They’ve been incredible to work with.
    Jennifer Wilmott
    Senior Digital and Trade Advocacy Manager
  • We’re getting more sophisticated in terms of the offer. Some of the feedback we had from the venues was just incredible, one of the guys said ‘it works seamlessly, which is unusual’. So, clearly, they’ve done stuff with other brands and it’s been clunky and hasn’t worked.
    Jennifer Wilmott
    Senior Digital and Trade Advocacy Manage
  • RBU really thinks about the end customer as well — how do we make the experience as simple as possible for both the consumer and the venue?
    Jennifer Wilmott
    Senior Digital and Trade Advocacy Manage
THE LONGEST WAVE VISUALISED AND EXPLAINED

THE LONGEST WAVE VISUALISED AND EXPLAINED

Starting from the first user:

  • 9 different waves were created;
  • The lengths of the waves are 2, 8, 11, 14, 17, 21, 21, 22 and 27;
  • The total users combined across the 9 waves is 143 users;
  • The average length of the 9 waves is 15.9 users;
  • There are 36 unique users involved in this wave section.
DATA AND DASHBOARDS

DATA AND DASHBOARDS

While the primary goal of the campaign was to drive on-premise redemptions, digital elements like capturing data while adhering to high security standards was a priority. In particular, Altos wanted to capture data that would enable them to send out follow up re-engagement comms, like reminders to redeem for people who had registered but not yet visited a venue, or post-campaign offers. 

“RBU’s level of expertise was a real game changer for us in terms of how we got around that shareability, and it showed in the results we had. The RBU team really gets it, they get how to adapt a program to suit our business needs. They’ve been incredible to work with”

RBU provided Altos with a dashboard that tracked registrations, redemptions, shares, and venue performance in real time. The team was able to use this information to check in on underperforming venues, or venues that had anomalies in their data, during the campaign, further boosting end results.

FOCUSED ON THE END USER EXPERIENCE

FOCUSED ON THE END USER EXPERIENCE

The Altos Mexican Wave campaign is the latest iteration of this type of share mechanic and partnership between RBU and Pernod Ricard. Since launching this mechanic, Pernod Ricard has seen other brands copy the mechanic to lesser success.

“We’re getting more sophisticated in terms of the offer. Some of the feedback we had from the venues was just incredible, one of the guys said ‘it works seamlessly, which is unusual’. So, clearly, they’ve done stuff with other brands and it's been clunky and hasn’t worked.”

RBU really thinks about the end customer as well — how do we make the experience as simple as possible for both the consumer and the venue?
Let’s make DIGITAL SIMPLELet’s make DIGITAL SIMPLELet’s make DIGITAL SIMPLELet’s make DIGITAL SIMPLE

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