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

Marketing 2.0 Conference, Paris 2010 Evian – Leveraging the Web to Become a Top Global Brand Again BSI

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Michael Aidan, ESCP Europe, Mar.22 2010 Evian Leveraging the web to become a Top Global Brand again

An heritage / unique origin
Credibility
Aspiration beyond just product
Ability to reinvent itself
Consistency
What is common to all great brands ?

A unique story created by nature
Health credibility : acknowledged by
the French Académie de Médecine, water for babies
An aspirational theme : Youth in base countries
/ Luxury elsewhere
Ability to reinvent itself : only limited
to Xmas limited editions
Consistency : getting there as we speak…
Evian almost has it all…

Evian is available in 152 countries yet with two very distinct identities Total market leader AFH focus Luxury / Frenchness / models & celebrities Essentiality / Youth / babies

An opportunity : leverage the web and the universal appeal of babies to create one global platform

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

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

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

Viral films

Key results of the campaign
Massive global PR noise, buzz and WOM
Image : significant boost of brand visibility, preference and all attributes
Sales : high volume impact - Nielsen AWAQS volumetric research results (FR)
Reach of a new target : internauts
A global platform with babies and Youth at the heart of the brand

Over 100M views – most viewed video on the web ever
Aired as the web sensation on most TV channels worldwide
Time Mag #1 worldwide ad 2009, Wall Street Journal & Guardian
Top 5 videos, 8 advertising prizes to date (UK, G, F, CH,… )

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 "avant-garde" brand A fashionable, trendy brand +7 +11 + 14 + 23 + 12 Origin/ Purity Iconicity Health

Sales : high volume impact - Nielsen AWAQS volumetric model research results (FR)
- + 7% organic growth during the ad ; + 5% next 4 weeks

Sales : high volume impact - Nielsen AWAQS volumetric research results (FR)
Reach of a new target : internauts

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

Results among web users are equally positive
Web target is limited but 90 to 95% incremental to TV viewers, more skewed towards 16-34, singles and young couples with kids
Ad generates significant improvement in all 4 countries (F, UK, US, G) on TOM, liking, purchase intent, image items
Viewers watch the ad 3 times on avge, 67% pass it to friends
Ad viewers are 2 to 4 times more likely to go to Evian website than avge

How to go further ?

How young are you ? A baby-led coaching program

What next : a new « glocal » website

Activated in an innovative way 1.200.000 views of Paul Smith widget in one month via blogs and facebook Une horloge

A new off-line campaign adding status starting from the new base

What we have learnt so far…
“ It’s a new world” but not a hostile one :
Frontiers do no longer exist
Quality of the content is king
Consumers turn can either skip or turn into media
KOL / networking approach is instrumental
Cost of failure (or success) is limited : trial mode
Need to accept more limited control
We need to avoid falling into the old world’s bad habits & traps
It does not yet replace the old world :
- Significant differences exist between countries, categories
- They can work hand in hand and build upon each other

Thank you for your attention

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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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 — Presentation Transcript