http://www.facebook-studio.com/search/index?PublicSearchForm%5Bquery%5D=udi%27s&yt0=Search#/            gallery/submission...
선정	 이유	 :	 하나의	 캠페인이	 성공하기까지   의	 과정을	 분석해보고	 싶었고,          +PTAT증가	 뿐만	 아니라	 인지변화를	 위한	 행동유도를	 효과적으로	    달성한	 케이스이기	 때문
Udi’s Gluten Free    -셀리악병(글루텐소화장애)    -글루텐거부반응자들                      But   “글루텐이빠진빵은맛이없다!”그들에게 빵을 먹는 즐거움을 되찾아주자
그들에게 빵을 먹는 즐거움을 되찾아주자      맛에감동한열성팬들은                   기꺼이    Udi’s의영업사원이되어준다   팬들의열정적인Engagement덕에                   201...
Udi’sGlutenFreefoods는    통념과달리맛있다  이걸더널리알릴방법이                     없을까?
Campaign      Seasonal Mission       : “Share the joy of gluten free foods”
ProcessLike        Share   Post
Just Click ‘Like’      Like                                    단순한Like클릭만으로기부행위   참여와기부가1:1로대응/선행을공유할수있음
Send Free Gifts toyour Friends                                                                                            ...
Send Free Gifts toyour Friends               Share        Seasonal Mission         : “Share the joy of gluten free foods”
Leave a personal note      Like            +            Share 좋은일했다는            친구들과나누는                                   ...
주요Output
Like                         Share                         Post   목표40K나흘만에달성(목표기부량)                         +추가40K       ...
Like                           Share                             Post                                Gift(Coupon)         ...
Like                    Share                           Post       Peopletalkingaboutthis          463%increased
Because...             Seasonal                (Holiday)              Social              (fromfriend)                So  ...
효과적인PTAT증가를위해선...                      Like증가           (뿌듯함)                    Share증가                                  ...
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CaseStudy Udi's Joy Mission

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CaseStudy Udi's Joy Mission

  1. 1. http://www.facebook-studio.com/search/index?PublicSearchForm%5Bquery%5D=udi%27s&yt0=Search#/ gallery/submission/udis-joy-mission Case Study :
  2. 2. 선정 이유 : 하나의 캠페인이 성공하기까지 의 과정을 분석해보고 싶었고, +PTAT증가 뿐만 아니라 인지변화를 위한 행동유도를 효과적으로 달성한 케이스이기 때문
  3. 3. Udi’s Gluten Free -셀리악병(글루텐소화장애) -글루텐거부반응자들 But “글루텐이빠진빵은맛이없다!”그들에게 빵을 먹는 즐거움을 되찾아주자
  4. 4. 그들에게 빵을 먹는 즐거움을 되찾아주자 맛에감동한열성팬들은 기꺼이 Udi’s의영업사원이되어준다 팬들의열정적인Engagement덕에 2010.8Likes30K 2011.4Likes160K
  5. 5. Udi’sGlutenFreefoods는 통념과달리맛있다 이걸더널리알릴방법이 없을까?
  6. 6. Campaign Seasonal Mission : “Share the joy of gluten free foods”
  7. 7. ProcessLike Share Post
  8. 8. Just Click ‘Like’ Like 단순한Like클릭만으로기부행위 참여와기부가1:1로대응/선행을공유할수있음
  9. 9. Send Free Gifts toyour Friends ShareGlutenFreeFreegift:단어연상유도GlutenFreeFood체험으로의연결
  10. 10. Send Free Gifts toyour Friends Share Seasonal Mission : “Share the joy of gluten free foods”
  11. 11. Leave a personal note Like + Share 좋은일했다는 친구들과나누는 Post ‘뿌듯함’ “즐거움”Post, no reward. BUT ‘캠페인을통해긍정적인경험을한열성팬들은기꺼이 Udi’s의영업사원이되어준다’
  12. 12. 주요Output
  13. 13. Like Share Post 목표40K나흘만에달성(목표기부량) +추가40K =Total80,000Likes
  14. 14. Like Share Post Gift(Coupon) Over30%redemptionrate (업계평균:15%)**통념을깨는Glutenfreefood체험유도에성공적
  15. 15. Like Share Post Peopletalkingaboutthis 463%increased
  16. 16. Because... Seasonal (Holiday) Social (fromfriend) So 좋은타이밍에지인을통해침투하라!
  17. 17. 효과적인PTAT증가를위해선... Like증가 (뿌듯함) Share증가 + (즐거움) Post 팬들의마음을사로잡아라!

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