pernod ricard Rewards Program
eCRM | Project Management | Design | Data Analysis
During June to August 2023, Chivas Regal piloted a campaign to recruit leads and improve data completion rate along with exploring its potential to encourage repurchase and build loyalty.
Following the pilot’s success, the campaign evolved into our local eCRM platform that has been active since August 2023, to reward the platform’s users for every purchase of our brands made in stores.
PAST CAMPAIGNS
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Every Bottle Counts
A comprehensive all-in-one, standalone program where members are rewarded upon joining, receive birthday rewards, and also get access to exclusive experiences/deals. We have a referral bonus offered too!
The launch campaign is a lucky draw, Offering grand prizes worth $350, and even a referral bonus.
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Jameson Ginger & Lime
The Jameson Ginger & Lime campaign - a free cocktail redemption promotion for Jameson lovers and newbies alike to try out the classic serve.
The campaign reached over 14,000 sign-ups, with near a thousand of these interested users heading down to their favourite gastro-bar. -
Pilot - Raise the Bar by Chivas Regal
We started with a simple mechanic, which awards new users $5 for every bottle of Chivas 12-Year-Old purchased.
Implementing this line, along with its other iteration ‘join. scan. redeem’ at a later part of the campaign really helped to drive the mechanic across, especially when being on premise at our gastro-bars and clubs. Keeping it simple was key!
How it workS
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Step 1
Access the rewards platform via QR code or sign up link on any of our physical or digital touchpoints!
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Step 2
Customer readies their receipt/proof of purchase to scan on the web-app.
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Step 3
Read through the landing page and consent to the T&Cs to get started.
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Step 4
Scan your proof of purchase
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Step 5
Complete your profile to collect your reward
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Final Step
Be rewarded!
Email journeys
Onboarding journey for “Every Bottle Counts”, triggered when users join from physical touchpoint in supermarkets (e.g. Scanning QR code on shelf at FairPrice)
Migration journey for our existing newsletter subscribers, to onboard them to “Every Bottle Counts”. Communications via the individual brands will cease shortly after.
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Creating a new identity and voice for 'every bottle counts'
Since “Every Bottle Counts” (EBC) contains multiple brands from the Pernod Ricard portfolio, the designs had to look generic and modular so new campaigns could be promoted quickly.
Through multiple discussions, deciding on what the voice and look would suit EBC best, it was decided that the Pernod Ricard brand guidelines would be best. The key colors and fonts featured are the Pernod Ricard look, but the voice is otherwise candid and laid back, and written by yours truly!
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Lucky draw announcement
All Chivas subscribers are notified about the new lucky draw and its mechanics.
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First reminder
Sent 7 days after the initial email. The header details immediately that there is something to be won.
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Last reminder
The final email, sent before the campaign concludes. There is a surprise draw to win another bottle!
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Time based emails
New campaign emails are scheduled for send on an ad-hoc basis.
For birthdays, there is also an email journey similar to onboarding, ensuring that there are ample reminders to collect their gift.
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The Chivas migration journey
This is the Chivas email journey crafted specifically to get our newsletter subscribers - whiskey enthusiasts onboard the EBC program.
Similar to the email journey above, there are also 3 key emails sent, with the same engagement split cues.
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Lucky draw announcement "Score with scotch!"
All Chivas subscribers are notified about the new lucky draw and its mechanics.
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First reminder
Sent 7 days after the initial email. The header details immediately that there is something to be won.
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Last reminder
The final email, sent before the campaign concludes. There is a surprise draw to win another bottle!
