Milokleftis:Key audience & brand persona

Unreservedly, as Sam Balter (Digital Marketing Manager) says : «Nothing stings in your head, better than a story. Stories can express the most complicated ideas in the most digestible ways». This is the reason why we tried to collaborate as efficiently as possible and decided to create stories on Medium .

Anything to get ready to cope with the fast pace of the market, anything to get people to assimilate our group work.

INTRODUCTION TO ADVERTISING & PUBLIC RELATIONS

A sum-up of our work

Within the lesson Introduction to Advertising and Public Relations, we, as students of Panteion University, were called to be brand ambassadors. During our first meeting in class, we presented our chosen brand: «an apple cider named «Milokleftis». After that, we were ought to get into a more in dept survey. Specifically, to find out, comment, develop and analyze the corresponding key audiences and brand persona. All you should keep in mind before I start, is that Milokleftis (4,5%) is a light alcoholic drink, very common among young people in the Greek Market since 2014.

Αs you may have already considered, Milokleftis is a part of Heineken’s portofolio. As mentioned before,it is a localized and affordable line. Depending on the content/quantity & the place where it is promoted, Milokleftis costs from 1.20 euros up to 5.00 euros.

KEY AUDIENCE

Instagram research pt.1: How do they attract?

Its low cost says a lot: it is affordable for teenagers: students in high schools or in universities. So clearly, the target group is mostly the Greek Youth. You can also verify that, by following Milokleftis on instagram.

Their profile is full of posts and stories that portray habits, inside jokes, contests, festivals, outfits & trends in which greek teenagers are most likely into. Their posts on social media are so aesthetically pleasing and modern. Same goes with Milokleftis its unique style-packaging.

BRAND PERSONA

The Jester persona

«A brand persona is a collection of personality traits, attitudes and values that your brand showcases on a regular basis to help connect with a certain audience segment. A brand persona can be a person, character, mascot or idea».

In order to attract customers and to conform to the youthful spirit, Milokleftis persona is very playful and interactive. It is obvious that its brand personality matches more with the Jester persona.Specifically, the «Jester persona » is a master at reframing concepts, creating and presenting new perspectives. It is actually a very descriptive «personality» and collides with our brand’s fancy vibe, since Milokleftis Marketing Team is constantly:
1.creating massive events & contests
2.providing games to the costumers in order to keep them active
3.responding to challenges, ideas, suggestions for improvement & keeping costumers active

In other words, the jester persona «wants you to feel comfortable in your own skin».Milokleftis achieves that, by encouraging costumers being silly and having fun, all at the same time!

PHILOSOPHY & MARKETING CONCEPT

The fox and the hashtag/Instagram research pt.2:how do they interact?

But its interactive brand persona does not stop there.The fox plays a huge role as a mascot. The philosophy behind this icon is: «never stop searching». By the same means, works the hashtag #followthefox: «do not be so serious, take part in the hunting of Milokleftis».The whole marketing concept of Milokleftis, is playful, fun and positive.

As mentioned above, its instagram page is very efficient and active. Its online promotion is also based on various techniques:
1.fun, love-making concepts
2.games with audiences
3.positive, funny captions and witty responses to hate comments

STICK WITH US

Indeed, Milokleftis brand persona, key audiences & marketing concept was so fun to explore! Stick with us, our next articles are going to be even more interesting.
If you want a little hint, in the next one you are going to experience 2 personal opinions based on a worker’s & on a costumer’s interview.

You can view and download our powerpoint from our pitch by clicking here.
My partners: Konstantina Kallergi, Vasileia Triantafylloy
Proffesor: Mrs Betty Tsakarestou