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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.
  • 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]