2014 02-05 trnd-havaianas_case-study

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2014 02-05 trnd-havaianas_case-study

  1. 1. CASE STUDY | FASHION In order to enhance awareness and market insights on the Havaianas Rain Boots, we ran a campaign combining massive digital seeding and product and category research. The campaigns were orchestrated by trnd in France, Spain, Portugal, Italy and Germany; and by trnd’s partner, BzzAgent, in the UK. The process Campaign Details The trnd Word-of-Mouth Marketing campaign format *IdeaWOM is designed to transform connectors into products/brands consultants by integrating them actively into marketing processes and asking for their opinion. We created a project microsite and we invited the trndmembers to take part in the biggest European style debate about Havaianas and its Rain Boots collection. Country Campaign duration France 09.10.2013 – 06.11.2013 United Kingdom 05.11.2013 – 03.12.2013 Italy 12.11.2013 – 10.12.2013 Portugal 12.11.2013 – 10.12.2013 Consumers’ trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr Winners insights Overview of the Havaianas IdeaWOM campaigns. 15.10.2013 – 12.11.2013 Spain Involvement 09.10.2013 – 06.11.2013 Germany Seed Invite 555,044 Women Engage 66,781 Participants Thank you 200 Gift packages
  2. 2. CASE STUDY | FASHION Participants activity Havaianas France Germany Spain Italy Portugal Women invited 71,852 297,829 88,222 69,844 27,297 Participants 14,055 17,016 12,892 16,417 5,401 Surveys completed 17,236 17,780 18,266 23,764 7,545 Comments 6,166 7,719 7,643 21,133 3,226 Visits 67,991 61,590 56,907 79,403 25,063 Page views 164,858 143,316 141,991 256,464 67,272 trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr
  3. 3. CASE STUDY | FASHION Blog Contact with the company Introduction of Havaianas team on the campaign blog. This increases the involvement of the connectors and gives the brand a face. 8 posts published on the blog 45,887 50,853 trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr comments on the blog answers to the opinion polls
  4. 4. CASE STUDY | FASHION “Did you know the brand Havaianas before this project?” 100% 8% 80% 34% 31% 11% 8% 44% Yes, I have already bought a product of the Havaianas brand 46% 67% 60% 21% 21% 7% 20% 7% Yes, I think I had heard about Havaianas before 29% 26% 7% 6% 18% 20% 40% 22% 9% 73% 38% 41% Yes, but I never bought a product of the Havaianas brand No, I did not know about Havaianas before this project 6% 0% Total (n=65,781) France (n=14,055) Germany (n=17,016) Spain (n=12,892) Italy (n=16,417) Portugal (n= 5,401) [Source: Application forms, n= 65,781] trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr
  5. 5. CASE STUDY | FASHION “What is your general impression of the Havaianas Rain Boots? (Scale from 1 “Very negative” to 7 “Very positive”)?” 6,3 6,4 Total 5,9 6,1 France 6,2 6,4 Germany Initial measurement 6,3 6,4 6,5 6,6 Spain Italy Final measurement 6,4 6,5 Portugal [Sources: Initial measurement, n = 45,052 Final meausrement, n = 39,605] trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr
  6. 6. CASE STUDY | FASHION Overall Opinion (UK) Pre +56 Post +10 91% 84% 81% 28% Havaianas Wellies Benchmarks BzzAgent UK: Product (Opinion) 39% -> 78% (+39) n = 775 *Data based on Pre & Post Campaign Surveys BzzAgent Proprietary & Confidential 2013 Page Brand (Opinion) 60% -> 89% (+29) Havaianas Brand
  7. 7. CASE STUDY | FASHION “Did you already know about the Havaianas Rain Boots before this project?” 100% 1% 22% 1% 6% 7% 16% 2% 30% 80% 1% 2% 26% 11% 43% 11% 12% Yes, but I have not bought them yet 12% 60% 16% 87% 40% 65% 72% 56% 61% 20% Yes, I have already bought them 40% Yes, I think I had heard about them before No, I did not know the Havaianas Rain Boots before this project 0% Total (n=44,986) France (n=9,517) Germany (n=9,121) Spain (n=9,934) Italy (n=12,390) Portugal (n=4,024) [Source: Initial Measurement, n = 45,098] trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr
  8. 8. Awareness 555,044 women were invited on trnd and BzzAgent. 38% of the participants (G0) did not know the brand and 65% did not know the Havaianas rain boots before the project (cf. Initial measurement). Visits: 290,954. Pages view: 773,901. A total of 54,258 online brand touchpoints generated (incl. comments, photos, articles, reviews, tweets, etc.). WOM CASE STUDY | FASHION 2,008,768 conversations on the trnd campaigns and 261,001 conversations on the BzzCampaign. The guarantee was of 600,000 conversations. Online reach of 906,530 of the 54,258 UGC. trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr
  9. 9. trnd the real network-dialogue, S.L. Contact : Elise Gazengel 4 Cité Paradis 75010 Paris France Phone (+34)934 537 271 Fax (+34)934 514 288 E-mail elise@trnd.fr Web www.trnd.fr/company

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