Evian Live Young Marketing Campaign Overview

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An overview of Evian's Live Young marketing campaign and the rise of social media as part of their comms mix

An overview of Evian's Live Young marketing campaign and the rise of social media as part of their comms mix

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  • 1. Evian live young A Campaign Overview March 2014
  • 2. Evian live young
  • 3. Campaign history • Evian, owned by Danone, has been producing bottled water since in 1879 in Evian-le-Bains • Nowadays Evian water is marketed to adults as a premium brand, making the connection of Evian water with a healthy lifestyle • To maintain its status several limited editions of the bottles have been made by high-end designers like Jean Paul Gaultier and the Haute Couture Limited Edition designed by Christian Lacroix (opposite) • But in 1935, Evian was first marketed as being the water mothers should use in powdered milk solutions for babies • In 2009, this campaign was reborn in a slightly different guise…
  • 4. Rollerskating Babies • Rollerskating babies was the first ad in the Evian Live Young series • The ad was an immediate online hit, and to date has received more than 73m hits for the main version, though there are many spin offs, local versions, and imitations • It currently holds the Guinness World record for the most viewed TV advert online • It spawned off-shoot content, such as this deliberate piece of ‘found footage’ Baby Break Dance, viewed 17m times http://www.youtube.com/watch?v=MLUJdpDfXZ A#t=4 Digital display and FB campaign
  • 5. Baby inside you • Despite the success of the ad campaign, sales of Evian actually dropped in 2009- 10 due to the worldwide recession afflicting Europe and the US, Evian’s key markets • The campaign developed in 2011 to a new route, hoping to try and help recapture lost share of sales, Wake the Baby inside You • http://www.youtube.com/watch?v=Vg1j AWtWUaU#t=7 • The campaign this time touched more of Evian’s owned and earned assets • It was also a more digital campaign, utilising social media and stunts to greater effect
  • 6. Sharapova brand spokesperson • Maria Sharapova used extensively at events for Evian, fitting them in around her tour schedule
  • 7. Sharapova brand spokesperson
  • 8. Baby inside you • Maria Sharapova attends a Live Young event in New York, where people could make their own version of the advert • This was captured for YouTube
  • 9. Think before you app • App created to turn your tweets into a fairly rudimentary game • Not a lot of downloads or buzz around this
  • 10. facebook • Facebook site is well-liked • Regular activity, all around a strong campaign theme • Drives promotions, also experiential
  • 11. Experiential • Experiential pushes, such as the #LiveYoungJanuary have been happening this month • Giving away space hoppers in London was one idea • Sending in a selfie of yourself pulling a squirrel face was todays! • Levels of success difficult to quantify..
  • 12. Twitter • Very low Twitter following • Not a regularly used channel for their audience • Shows the pitfalls of Twitter for brands which don’t have a very strong following, or an awful lot to say
  • 13. LATEST CAMPAIGN: BABY & me • Latest campaign, baby & me launched last April http://www.youtube.com/watch?v=pfxB5ut-KTs • It was the most watched TV ad campaign of 2013 on You Tube, beating even John Lewis, with 70m views • It spawned 334 imitations, and in the UK, was shared on social networks almost 7m times • A long-mooted app, allowing users to see themselves as babies has been promised on the site for months now. Let’s hope it arrives soon! • Evian sales have grown significantly, thanks in part to a hot summer, and buoyant emerging markets sales, the Waters division of Danone is up 7% for the first three quarters of the last financial year, a transformation in fortunes
  • 14. Has social media changed evian’s media planning? 2009 2010 2011 2012 2013 UK TV CINEMA PRESS LIVE ON YT 27/4 – 1 spot £115K 9m Views 16/4 – 27/5 £1,106K 258m Views 20/6- 3/7 £568K 132m Views 1/6- 13/6 £513K 120m Views 28/12-31/1 £1,807K 450m Views May-Jun £206K 201 4 Jan DetoxWimbledonWimbledonWimbledon 1st Jul 73m views 16th Jun 17m views 14th Apr 4m views 19th Apr 70m views Films regularly released on YT prior to TV release First film released 6 months earlier (in UK) Non-dancing babies far less popular Latest spot had just 30% the ATL investment First film teased with ‘found footage’ YT-only spots Afford additional bigger Press. Social Jan campaign
  • 15. KEY TAKE OUTS FOR MARKETERS • Evian have created a range now of very shareable content, creating a huge amount of Earned media value • The campaign is successful due to a number of factors: – Universal appeal of babies – Lack of language barrier – Use of humour, tongue in cheek ‘cool’ – Broad premium product appeal – there’s no embarrassment in sharing a bottled water commercial • Certain elements have not been as successful: • Use of apps looks messy and uncertain • Twitter account not popular or regularly used • Sharapova is universally known but not universally liked by sports fans • The second campaign Baby Inside, was not a You Tube hit, despite high levels of TV spend, and Print • Key take outs for Marketers: • When looking to engage very broad audiences, use universal materials and themes • Humour is key to the charm. • Minimise language, and words, and use music, preferably a well-known soundtrack, as it makes communications much easier to share and be understood