2010.06 Social Media and Online Branding
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2010.06 Social Media and Online Branding

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Interact Congress Barcelona 2010

Interact Congress Barcelona 2010
Branding Online: The Time Is Now

Social Media and Online Branding

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  • Skinny Cow Hot chocolate is a sister product to Nestlé’ Skinny Cow icecream.
  • Skive were briefed to bring women together online under the brand idea of “oh yes you can”
  • Leaves zero for actual engagement.
  • Leaves zero for actual engagement.
  • Leaves zero for actual engagement.
  • There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
  • There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
  • There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
  • There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
  • Digital display, print and outdoor, facebook ads, search and the SK w/s all drove traffic to the facebook page.
  • 32 k fans is quite an achievement for a small brand
  • 32 k fans is quite an achievement for a small brand
  • In feb Skive were rebriefed to bring together SK fans in the real world in an indulgent site that would appeal to the TA
  • We came up with Skinny Cow Swap Shop Two offline events in London and Manchester
  • Competition mechanic Soho hotel Marie Curie Donation Celebrity cast offs Voucher Media player 9 friends was a big barrier to entry
  • 9 friends was a big barrier to entry
  • Any left over items were left up for a day between 9 and 6. There were 2 lots per hour and 5 items per lot. 8 people actually spent all day online.
  • The lots were up for a short period of time and people had to tag the photos To then see if they had won
  • Use fanpage r and d
  • This was with no media spend Became self policing
  • This was with no media spend Became self policing
  • Choose between creating a significant return from fans as opposed to volume. Compete against past campaigns as opposed to competitors Engagement metric is longterm.

2010.06 Social Media and Online Branding Presentation Transcript

  • 1. Social Media and Online Branding Tom Ollerton, Skive @mrtomollerton [email_address]
  • 2.  
  • 3.
    • “ oh yes you can”
  • 4.
    • 3 main campaign objectives:
  • 5.
    • 3 main campaign objectives:
    • 1.Introduce “Skinny Cow” the brand
  • 6.
    • 3 main campaign objectives:
    • 1.Introduce “Skinny Cow” the brand
    • 2. Position Skinny Cow as “permissible indulgence”
  • 7.
    • 3 main campaign objectives:
    • 1.Introduce “Skinny Cow” the brand
    • 2. Position Skinny Cow as “permissible indulgence”
    • 3.Drive engagement and break category norms.
  • 8.
    • microsite?
  • 9.
    • microsite?
    Budget = Traffic + Build
  • 10.
    • microsite?
    Budget = Traffic + Build But what about content ?
  • 11. Our Solution:
    • A facebook page that sits at the heart of the campaign
  • 12.
    • Audience = 3.9M
  • 13. What Were the Advantages?
  • 14. What Were the Advantages?
    • 1. Talkability
  • 15. What Were the Advantages?
    • 1. Talkability
    • 2. Additional Budget for Content
  • 16. What Were the Advantages?
    • 1. Talkability
    • 2. Additional Budget for Content
    • 3. Compliment Existing Skinny Cow Website
  • 17. Confession Book, Cowculator, Collectible Cow
  • 18. Centralised Facebook Hub
  • 19. Digital Display Centralised Facebook Hub
  • 20. Digital Display Facebook Ads Centralised Facebook Hub
  • 21. Digital Display Facebook Ads Print and Outdoor Centralised Facebook Hub
  • 22. Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor Centralised Facebook Hub
  • 23. Digital Display Facebook Ads Search Existing Skinny Cow Site Print and Outdoor Centralised Facebook Hub
  • 24.
    • Results:
    • 32,000 Fans in 3 months
  • 25.
    • Results:
    • 32,000 Fans in 3 months
    • KitKat which is a household name had 100K fans at the same time.
  • 26.
    • How Can We Take The Brand Forward?
  • 27. The Brief
    • Create renewed “buzz” in the online space
    • Tie in an online and offline event
    • Drive further engagement with the FB page
    • Further amplify the BCI
  • 28.
    • Skinny Cow Swap Shop
  • 29.  
  • 30.  
  • 31.  
  • 32. Key Elements Marie Curie Donation Celebrity Cast-Offs Voucher Media Player
  • 33.
    • Offline events can be quite daunting
  • 34.  
  • 35.  
  • 36.  
  • 37. Entries For Skinny Dip = 3,254
  • 38.
    • The fans asked us to do it again..
  • 39. Entries For Skinny Dip 2 = 10,200
  • 40. Entries For Skinny Dip 2 = 10,200 With no media spend!
  • 41.  
  • 42.
    • Swap Shop and Skinny Dip grew the facebook page by 20K fans and interactions with the page grew by 5x in one month
  • 43.
    • “ We would like to place our activities and brands where people are, rather than dragging them to our platform”
  • 44.
    • Facebook use Skinny Cow as a New Business case study
  • 45. Conclusion
    • 1. Offline is the biggest driver of online
    • 2. Beware of being subservient to the platform
    • 3. Social Media needs a strong creative idea
    • 4. You must reward your visitors with engaging content or they’ll dump you
  • 46.
    • @mrtomollerton
    • [email_address]