This document discusses using co-branded social media advertising campaigns between brands and retailers to reach consumers locally. It provides an example of an advertisement featuring both a beer brand and liquor store. The benefits outlined are strengthening retailer relationships, improving local relevance, building brand awareness at point-of-sale, and allowing scalable and reusable campaigns. Metrics for optimizing campaigns and tracking effectiveness are also presented. Finally, a case study shows how partnering with local retailers selling a hard seltzer drove 42% of entries in a sweepstakes promotion.

1. AMERICAN
DIGITAL L&P
May 2019
Introduced by:
www.DavidCutler.net
617-331-7852
dcutler@eatmedia.com
REACH CONSUMERS
THROUGH YOUR RETAILERS

2. 2
REACH CONSUMERS THROUGH YOUR RETAILERS
AMERICAN DIGITAL POWERS co-branded social advertising campaigns that
pair your message with the brand equity of your partner retailers that your audience
already knows and trusts.
AMERICAN DIGITAL ENABLES you to achieve local-relevance at any scale
across Facebook, Instagram, and Twitter.

3. PRODUCT EXAMPLE
3
GOOSE ISLAND ADVERTISEMENT
SERVED WITHOUT AMERICAN DIGITAL
GOOSE ISLAND ADVERTISEMENT
SERVED WITH AMERICAN DIGITAL
This ad features Goose Island’s own
Facebook profile.
This ad features Sav-Mor Spirits, a local liquor
store’s, Facebook profile.
Ad Differences:
– Retailer
business page
– Locally
focused
– Customized
ad copy
– Customized
ad creative
– Relevant
image used
from retailer
FB page

4. BENEFITS TO ABI
4
STRENGTHEN
RELATIONSHIPS
GROW LOCAL
RELEVANCE
BUILD BRAND
AWARENESS AT P.O.S
IMPROVE
PERFORMANCE
LIGHTWEIGHT
REUSABILITY
SPEND
CONFIDENTLY
Strengthen your relationships with
retailers. They love the chance to be
featured, and are happy to promote
your brand because it’s a product they
already proudly sell.
One of the hardest things for a
national brand to achieve is local
relevance. Co-branding your ads with
retailers will put your brand in the
consumer’s local mindset.
Consumers interact with your retailers
on a daily / weekly / monthly basis.
Co-branding your ads with them builds
awareness with the places your
customers make purchases.
Co-branded ads can be better at
building awareness and engaging the
consumer.
Once retailers are onboarded, they
can easily be used in additional
campaigns. This creates a scalable
social media marketing channel.
We calculate the optimized ad spend
per retailer and provide you with
recommendations. You also have the
ability to target retailer’s current
followers.

5. RETAILER TASTING EVENT ADVERTISING
TASTING EVENT ADS
Served from retailer social
pages (like SavMor’s
Facebook Page)
advertising upcoming AB
InBev Brand (like Goose
Island) tastings to locals
EASILY SCALABLE
Ads can be customized
using our platform and
designed to scale easily
across all of your
retailers
VISIBILITY
Campaign details shared
clearly with retailers &
custom reporting
dashboards designed for
you to monitor the
progress of your
programs
OPTIMIZATION
Ads are geo-targeted
to reach each
retailer’s local
audience & media
budgets are based
on audience data
ATTRIBUTION
Ability to track who
saw & engaged
with the event ads,
and if they
attended the
retailer’s tastings
SCALABLE ACROSS ALL
YOUR RETAILERS
Retailer 1 Retailers 1,000+
Retailer 2
+
Ex. Retail Geo-Targeting

6. 6
• Goal: Drive entries to Smirnoff’s Spiked Seltzer Peloton sweepstakes promotion
• Our Solution: Partner with the local bars, restaurants, & liquor stores that sell Smirnoff Spiked Seltzer in local digital ads
CAMPAIGN OVERVIEW
• Our campaign was 1 of 4 solutions used to drive sweepstakes entries. Other channels included Direct, Internet
(other), and Organic Social Media
• The overall Smirnoff Peloton sweepstakes ran for 3.5 months across 11 states
• Our social campaign ran in just 1 out of the 11 states and for ~1 of the 3.5 months that the overall promotion was live
OVERALL PROMOTION RECAP
42%
We drove
of all sweepstakes entries
109%
We were
more effective in driving daily entries than
the other strategies used
SMIRNOFF CASE STUDY

7. THANK
YOU