Evian – Leveraging the Web to Become a Top Global Brand Again

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Evian – Leveraging the Web to Become a Top Global Brand Again

  1. 1. Marketing 2.0 Conference, Paris 2010 Evian – Leveraging the Web to Become a Top Global Brand Again BSI
  2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  3. 3. Michael Aidan, ESCP Europe, Mar.22 2010 Evian Leveraging the web to become a Top Global Brand again
  4. 4. <ul><li>An heritage / unique origin </li></ul><ul><li>Credibility </li></ul><ul><li>Aspiration beyond just product </li></ul><ul><li>Ability to reinvent itself </li></ul><ul><li>Consistency </li></ul>What is common to all great brands ?
  5. 5. <ul><li>A unique story created by nature </li></ul><ul><li>Health credibility : acknowledged by </li></ul><ul><li>the French Académie de Médecine, water for babies </li></ul><ul><li>An aspirational theme : Youth in base countries </li></ul><ul><li>/ Luxury elsewhere </li></ul><ul><li>Ability to reinvent itself : only limited </li></ul><ul><li>to Xmas limited editions </li></ul><ul><li>Consistency : getting there as we speak… </li></ul>Evian almost has it all…
  6. 6. Evian is available in 152 countries yet with two very distinct identities Total market leader AFH focus Luxury / Frenchness / models & celebrities Essentiality / Youth / babies
  7. 7. An opportunity : leverage the web and the universal appeal of babies to create one global platform
  8. 8. June 4 June 15 TV in France and Belgium 60’’ / 30’’ Making of + babies interviews on the web D-DAY 60’’ reveal on YOU TUBE July 3 (& 6) 2 amateur baby films remix of Rappers Delight by DTA July 5 A viral global launch FR B CH G US UK JPN EVX VIRAL ACTIVATION MEDIA MIX You Tube + TV You Tube + TV You Tube + CINE/TV You Tube + EVENT You Tube +US open You Tube You Tube no
  9. 9. A viral launch with 2 streams Both leading to a global reveal on July 3 Remix contest launched on all social networks May 29 2009 2 amateur babies videos posted on June 4 and June 15 2009
  10. 10. Viral starts at home Email to 12.000 Danoners – June 17 feel free to forward if you enjoyed it Similar email for customers and suppliers
  11. 11. Viral films
  12. 14. Key results of the campaign <ul><li>Massive global PR noise, buzz and WOM </li></ul><ul><li>Image : significant boost of brand visibility, preference and all attributes </li></ul><ul><li>Sales : high volume impact - Nielsen AWAQS volumetric research results (FR) </li></ul><ul><ul><li>Reach of a new target : internauts </li></ul></ul><ul><ul><li>A global platform with babies and Youth at the heart of the brand </li></ul></ul>
  13. 15. Key results of the campaign <ul><li>Massive global PR noise, buzz and WOM </li></ul><ul><ul><li>Over 100M views – most viewed video on the web ever </li></ul></ul><ul><ul><li>Aired as the web sensation on most TV channels worldwide </li></ul></ul><ul><ul><li>Time Mag #1 worldwide ad 2009, Wall Street Journal & Guardian </li></ul></ul><ul><ul><li>Top 5 videos, 8 advertising prizes to date (UK, G, F, CH,… ) </li></ul></ul>
  14. 16. Key results of the campaign <ul><li>Massive global PR noise, buzz and WOM </li></ul><ul><li>Image : significant boost of brand visibility, preference and all attributes </li></ul>
  15. 17. The copy has boosted all brand image dimensions : iconicity, health, purity / origin + 12 + 7 + 12 + 9 + 6 The best water for babies A water which helps me to renew water in my body A water good for my health An extremely pure water A water that comes from the French Alps An iconic brand of the bottled still water category A brand which is an icon of a healthy living An innovative brand An &quot;avant-garde&quot; brand A fashionable, trendy brand +7 +11 + 14 + 23 + 12 Origin/ Purity Iconicity Health
  16. 18. Key results of the campaign <ul><li>Massive global PR noise, buzz and WOM </li></ul><ul><li>Image : significant boost of brand visibility, preference and all attributes </li></ul><ul><li>Sales : high volume impact - Nielsen AWAQS volumetric model research results (FR) </li></ul><ul><ul><li>- + 7% organic growth during the ad ; + 5% next 4 weeks </li></ul></ul>
  17. 19. Key results of the campaign <ul><li>Massive global PR noise, buzz and WOM </li></ul><ul><li>Image : significant boost of brand visibility, preference and all attributes </li></ul><ul><li>Sales : high volume impact - Nielsen AWAQS volumetric research results (FR) </li></ul><ul><ul><li>Reach of a new target : internauts </li></ul></ul>
  18. 20. A target that is incremental to TV viewers TV-contact(s) TV-campaign reach: 71.6% 3.5% incremental reach YouTube * 95% of all YouTube contacts had no TV contact 3.5% Sources: TV reach MediaMetrie YT Reach = NetView Unique YT reach calculated via the brand survey YouTube contact(s) 0.2% Reached by both YouTube and TV Figures are based upon the reach of any Evian content on YouTube Exposure to Evian Campaign Period: 1 st – 31 st July
  19. 21. Results among web users are equally positive <ul><li>Web target is limited but 90 to 95% incremental to TV viewers, more skewed towards 16-34, singles and young couples with kids </li></ul><ul><li>Ad generates significant improvement in all 4 countries (F, UK, US, G) on TOM, liking, purchase intent, image items </li></ul><ul><li>Viewers watch the ad 3 times on avge, 67% pass it to friends </li></ul><ul><li>Ad viewers are 2 to 4 times more likely to go to Evian website than avge </li></ul>
  20. 22. How to go further ?
  21. 23. How young are you ? A baby-led coaching program
  22. 31. What next : a new « glocal » website
  23. 32. Activated in an innovative way 1.200.000 views of Paul Smith widget in one month via blogs and facebook Une horloge
  24. 33. A new off-line campaign adding status starting from the new base
  25. 36. What we have learnt so far… <ul><li>“ It’s a new world” but not a hostile one : </li></ul><ul><ul><ul><li>Frontiers do no longer exist </li></ul></ul></ul><ul><ul><ul><li>Quality of the content is king </li></ul></ul></ul><ul><ul><ul><li>Consumers turn can either skip or turn into media </li></ul></ul></ul><ul><ul><ul><li>KOL / networking approach is instrumental </li></ul></ul></ul><ul><ul><ul><li>Cost of failure (or success) is limited : trial mode </li></ul></ul></ul><ul><ul><ul><li>Need to accept more limited control </li></ul></ul></ul><ul><li>We need to avoid falling into the old world’s bad habits & traps </li></ul><ul><li>It does not yet replace the old world : </li></ul><ul><ul><ul><li>- Significant differences exist between countries, categories </li></ul></ul></ul><ul><ul><ul><li>- They can work hand in hand and build upon each other </li></ul></ul></ul>
  26. 37. Thank you for your attention
  27. 38. 15/07/10 Total awareness Considered brand (Top 3) Past 3 months Most often Singapore Moscow Shanghai 100% 78% 53% 76% 39% 47% 76% 30% 25% 64% 110% 74% 49% 34% 19% 50% 30% 11% 24% 10% 2% from aware to consider from consider to recent trial from recent trial to most often Brand Saliency Brand Consideration Brand Usage Source: GFK Dubai 95% 41% 31% 23% 12% 7% 1% 53% 71% 37% 63% 24% 9% 2% Singapore 69% 79% 54% 74% 40% 43% 17% Dubai Evian Volvic Who’s consumption of evian is mostly occasional

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