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Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
Cc fall promo_2011_pr_opeller
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Cc fall promo_2011_pr_opeller

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  • 1. 11
  • 2. Coca-Cola “GOAL” campaign report Period: 10/10/11-07/11/11 2 2
  • 3. GoalsCreation of user-friendly site designDevelopment of digital activation concept in social network #1VKontakte.ru.Engage core audience into activation with the help of the rightinsight Fill Ukraine with football Happiness! 4 3
  • 4. APPLICATION 4
  • 5. 45
  • 6. IDEA “GOOOOAL”The moment of goal scoring - the peak moment ofemotions and happiness in a football matchThe cry “GOOOOAL!” – is the most vivid symbol ofthose emotions We are organizing the loooooongest celebration of GOOOOAL 4 6
  • 7. MechanicsUser creates the longest ever celebration chain of “GOOOOOAL” (Rus/Ukr: «ГОООООЛ)!»
  • 8. ExecutionThe application could be installed from the group access or directly by abanner linkIn application one can build the chains and invite friendsOnce the user participates in a chain building the celebration message isposted to his wallGet to know about the longest chain is possible only by joining itUsers can upload their images of letter «О». They all go through themoderation and are added to the image listAt the end of each week the weekly winners are chosen 4 8
  • 9. Mechanics For the chain to start user should choose “Г” и “Л” letters Initiator of the chain invites friends to join and they support it by choosing letter “O” from the pre-uploaded images. The task is to construct the longest chain of football happiness Determine the winners weekly (the prize:T-shirts & stickers) and at the end of activation (11 smartphones).
  • 10. Examples Symbol “Г” Symbol “О”
  • 11. Step 1: Vkontakte Application welcome page 4 11
  • 12. Step 2: Choosing among the images of “O” or uploading a personal picture 4 12
  • 13. Step 3: Building the longest GOAL 4 13
  • 14. Step 4: Joining the leading chains 4 14
  • 15. Step 5: Match countdown and online ratingThe atmosphere of a real match was resembled: the clock showed the time left and the rating table was formed 4 15
  • 16. Total participation dynamics (4 weeks period)5000 10/10-07/114500400035003000 Installed application 12 676 users2500 Users2000 Created chain 11 310 users1500 Chain1000 500 No of people in 0 10/10- 17/10- 24/10- 30/10- the longest chain 617 users 17/10 24/10 30/10 07/11 Participation rate: ~ 90% Longest Users Chains chain The users were extremely proactive during all week 1 2900 2019 172 4 weeks building up to 2000 chains per week with around 200 participants in chains week 2 2729 2293 213 regularly week 3 2705 2499 322 week 4 4341 4539 617 4 16
  • 17. People’s will to victoryBesides the standard calls to action and requests to join particular chain inVkontakte group the users were ready to go the extreme length for victoryand some cases were genuinely surprising. 4 17
  • 18. Unique case: Grandma for football happinessThe user registered in Vkontakte the account of his grandmother and shecheered and posted for the grandson. The content of the page is quiteinteresting as it combines the older generation view and proactivesupport for the victory of her grandson. 4 18
  • 19. Application SummaryThe application showed a steady growth for the whole 4 weeks andattracted overall 12 676 participants.Each week around 3000 new users joined and started building the longchains, some of which equaled 400-500 people.Week 4 and especially the last 24 hours became a record track: 4539chains were created; the longest chain consisted of 617 people.The activity reach is estimated to be x3 times installations (~40 000 users)as the participants vigorously promoted the chains on various forums andfriends’ walls. 4 19
  • 20. VKontakte.ru group 20
  • 21. Choosing the new naming: Coca-Cola_uaBefore the application “GOAL” activity started the necessary group updatestook place:Naming contest: people brainstormed about the future group name andprovided fruitful ideas. The winner prize was a monthly supply ofCoca-Cola. Winning name: http://vkontakte.ru/coca-cola_uaCreation of a short & memorable URL: http://vkontakte.ru/coca-cola_uaDevelopment of a new welcome tab design & new menu contentDelivery of announcement posts and PR notes about the upcomingfootball activation
  • 22. Group new tab design 4 22
  • 23. “GOAL” application team buildingEvery day new posts with joining requests to a particular chain appeared.The record of comments reached 80 hits per day. The interesting fact is thatthe discussion and competition led to several chains merging and the teamsshowed a real team spirit later on. 4 23
  • 24. VKontakte.ru group dynamics High group dynamics in spite of none of mandatory group authorization requests. Everybody could join the chain in the application 30% growth in just 4 weeks 80 hits per day and more than 50 posts per day from unique users Record breaking group ~19 000 page views in one day (never occurred since the group creation) 4849 users 4 24
  • 25. Group RECORDS 4 25
  • 26. Vkontakte group page views 20000 18 809 Views 1 week 18000 Views 2 week Views 3 week 16000 Views 4 week 14000 12000 10000 8000 6000 4000 2000 0 y ay y ay y ay ay da da da sd id d sd es on un ur Fr ur ne at Tu M S Th ed S WThe third week of the application gave the first record number: 18 809 page views, which isthe highest number ever occurring in page history.This is explained by the approaching of the last week of the contest as most participants didtheir best to create the chains before the competition would get even more intense.Saturdays and Sundays in 3 out 4 weeks were visibly less hot than the previous 5 days, withthe exception of the second week. The explanation is that users got more experienced andeasily created a lot of chains. 4 26
  • 27. Vkontakte group unique users 7 614 8000 Unique users 1 week 7000 Unique users 2 week Unique users 3 6000 week 5000 4000 3000 2000 1000 0 Monday Tuesday Wednesday Thursday Friday Saturday SundayThe third week of application also gave the second record: on one single day 7 614 uniquevisitors came to a group. The splash started from Tuesday (the contest starts every Monday andgoes for 7 days) and went up to Friday. Then the traditional downfall was noticed before theweekends.Such a record interest from users is explained by their desire to win and the agitation of all theirfriends to vote for the chains, also by the external interest in an application driven by the contextads and pre-rolls. 4 27
  • 28. SITE 28
  • 29. Before the update-Big banner on the top with ongoing activities news-Four blocks in down line with video and contact information-No Vkontakte group referral button-No separate promo activities/campaign blocks 4 29
  • 30. After the update- The new background was created based on a “splashing happiness” concept. Cool youththemes were used such as graffiti style and football symbols.-Three information blocks were introduced in down line, with separate focus both on nationalpromo and “GOAL” contest-All four social networks were incorporated and direct online updates could be viewed 4 30
  • 31. Social networks’ widgets overview Twitter YouTube FacebookBy clicking on the icon the real time chat’s updates are received and cross posting is enabled 4 31
  • 32. Website user behavior trend The main characteristics of time quality spent on the site: Rejection/Bounced rates dropped over 12% (comparing to May) Returning Visits grew up to 10% (comparing to May)Along with the new design not only the rejection and returning visits changed in a positive way, but the time spent on site also improved up to 2:30 min 4 32
  • 33. SUMMARY 33
  • 34. • 12 676 users installed application• 11 310 chains created• 617 participants in the longest chain•~ 40 000 people were reached during the activation (the invitation topraticipant could be sent to anybody outside the network)• 7% decrease in site rejection rate after redesign• 4% growth in returning visits after redesign which is 6% higher the half yearresult• 30% Vkontakte group growth just due to the “GOAL” activationCurrently “GOAL” application is the most successful on the Ukrainian market of branded applicationsBoth in terms of participants’ number and optimized cost per unique user. * * Comparison: Beermix (2010) , Djuice (2011) 4 34
  • 35. THANK YOU…and keep celebrating! 35

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