Building an FMCG Social Brand - Part 1


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The consumer decision journey - initial consideration

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Building an FMCG Social Brand - Part 1

  2. 2. ABOUTA free copy of the full report will be available on1st March 2013.About This Report:• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social Brands 100 methodology• 21 Trends identified HEADSTREAM.COM | FEBRUARY 2013
  3. 3. CUSTOMER DECISION JOURNEYThis white paper has been created by We have examined the social mediaHeadstream to assist FMCG marketers as marketing communication activity ofthey plan their strategies and budgets for FMCG brands globally over the past 122013. It provides a broad range of case months.studies working within the newConsumer Decision Journey model To provide structure to the FMCG social(below) to assist FMCG brands as they media activity explored, we haveconsider how social media can support segmented the examples featured intotheir business goals. three key phases of the consumer decision journey: • Initial consideration – Trigger • Active evaluation – Information gathering, shopping and buying • Post purchase experience and advocacy Consumer Decision Journey - McKinsey Solution 2010 HEADSTREAM.COM | FEBRUARY 2013
  4. 4. INITIAL CONSIDERATIONSocial media plays an important role in the initial consideration stage when it comesto the purchase of products for food and beverage brands.At this stage marketers have an opportunity to deliver value in the form ofinformation, and entertainment.The purpose of valuable content or ‘social currency’ during this phase is to generateearned media for a brand, achieving cut through in a crowded marketplace, thusreaching as wide an audience as possible.We indentified 3 common communication tactics FMCG brands use in the ‘InitialConsideration’ phase:1. Experiential2. Video3. Storytelling HEADSTREAM.COM | FEBRUARY 2013
  5. 5. EXPERIENTIALMore frequently FMCG brands are merging the digital and physical spaces toachieve visibility amongst potential consumers. Through experiential activity,brands have created opportunities for engagement and interactivity by facilitatingan experience that is both personable and shareable across social media, helping toboost the potential of earned media. HEADSTREAM.COM | FEBRUARY 2013
  6. 6. EXPERIENTIALCASE STUDY – CADBURY HOUSEIn support of its Olympic 2012sponsorship, Cadbury created‘Cadbury House’ located in London’sHyde Park.Upon entering, guests were given anRFID-enabled ID badge linked directlyto their personal Facebook account.Once in the exhibit, users could‘check-in’ on Facebook by placing theirbadge next to a RFID scanner.Photos could also be posted directly toFacebook using the RFID badge. HEADSTREAM.COM | FEBRUARY 2013
  7. 7. EXPERIENTIALCASE STUDY – WALLS SMILE MACHINEUnilever developed the ‘smileactivated’ vending machine thatdispensed free ice cream in exchangefor smiles.When a passerby was drawn to themachine, the camera detects a faceand prompts the person for a bigsmile. The custom developed ‘smile-ometer’ measured the grin and if thesmile was satisfactory the consumerwould receive a free ice cream.A photo of the person smiling wastaken by the machine and withpermission could then be uploadedand shared to Facebook. HEADSTREAM.COM | FEBRUARY 2013
  8. 8. SOCIAL SAMPLINGIn the UK, increasing investment in video and social media is credited with helpingFMCG brands to shift focus from direct response activity. In the US, marketingspend on digital video increased 42% from 2010 to 2011 and in the UK it grew by100% over the past year, (in the UK, marketers now spend more online than they doon TV). HEADSTREAM.COM | FEBRUARY 2013
  9. 9. VIDEOCASE STUDY - CRAVENDALE MILKMilk brand Cravendale produced a TVspot showing what happens in a worldwhere cats are passionate about milk.Especially when in the world in whichcats evolve opposable thumbs! Thespot which was seeded on YouTubeachieved over 6.5 million views andhelped establish Cravendale as theUK’s #1 branded milk. HEADSTREAM.COM | FEBRUARY 2013
  10. 10. VIDEOCASE STUDY – VITAMIN WATERMemetic advertising from brands isbecoming increasingly popular.Vitamin water embraced internetculture within their ad by leveragingInternet memes. The video paidhomage to the ‘Nyan cat’, ‘sexy saxguy’ and ‘Filipino inmates’ dancing toMichael Jackson, achieving 500,000+views on YouTube. HEADSTREAM.COM | FEBRUARY 2013
  11. 11. VIDEOCASE STUDY – FOSTERSBeer brand Fosters has long beenassociated with comedy including itsTV spots and sponsorship of livecomedy events.On its website, thebrand released a series of web onlyvideo clips from comedians such asSteve Coogan as Alan Partridge, andsketches from classic British comedyseries The Fast Show. The videosthemselves were shared on YouTubeand became a trending topic onTwitter as each new video wasreleased. HEADSTREAM.COM | FEBRUARY 2013
  12. 12. STORYTELLINGToday it isn’t possible for brands to simply curate or aggregate content and expectconsumers to immediately advocate products and services. Branded content willonly be successful if it is used to tell a broader and coherent story, it is made clearwhy the story matters, and it is distributed correctly.Storytelling as a discipline has become increasingly popular for brands as a way toco-create content that is based on real experience rather than fabricated ones. HEADSTREAM.COM | FEBRUARY 2013
  13. 13. STORYTELLINGCASE STUDY – WHOLEFOODS WHOLE STORYWholefoods have a dedicated blog forstorytelling featuring stories onsustainability, organic and urbanfarming told by the experts who arepart of the company’s supply chain. Inaddition Whole Foods launchedbranded content initiatives via adedicated YouTube account featuringinsightful stories from people whoshare their personal accounts ofsustainable, organic and urbanfarming. This content is then used totap into communities with sharedinterests. HEADSTREAM.COM | FEBRUARY 2013
  14. 14. ABOUTFor your full copy of the free report This Report:• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social Brands 100 methodology• 21 Trends identified HEADSTREAM.COM | FEBRUARY 2013