Steri Stumpie 'Everyone Has a Favourite'

by King James Group on Aug 28, 2009

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A case study of an integrated campaign that makes use of social media. Showcases the strategic and creative process to give context to the campaign. Key point is that a social media campaign is not an idea, but a media channel, through which to push a creative brand message. Given at 27 Dinners.

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Steri Stumpie ’Everyone Has a Favourite’ — Presentation Transcript

A Flavoured Milk Fairy Tale

Once upon a time, there was a melkie

35 years later, there was a brief

To reinforce loyalty amongst existing fans 16 - 28

To increase awareness amongst 6 - 12

To find a contemporary context for the brand via look & feel / messaging / activation

FMCG = mass market

To set the scene…

Existing consumer loyalty

Strong sense of nostalgia

Consumer-owned: no advertising in 20 years

Dual-market appeal = priority

New work can’t alienate consumer’s idea of Steri

Small budget = focused media choices

To set the scene…cont

Insight 1:

Consumers already have an opinion

about Steri Stumpie.

Insight 2:

Consumers profess extreme love for the

brand in an ironic manner.

Far away, in a magical land…

Emotional checkpoints:

Low-Fi

Not intimidating, fun, light-hearted, doesn’t take itself too seriously

Rational checkpoints:

Pack & brag, a world of flavoured treats

Based on a consumer insight

Yummy

Activating Steri Stumpie

Traditional Media:

Volume-Driving Promotion (still coming)

Billboards

Support Radio

Activating Steri Stumpie

Non-traditional media:

- Facebook Fan Page (database)

- Microsite = Blog

- Twitter account = blog support

- Riders

- Ambassador Campaign

Team Steri Mnemonic: Digital design & back-end RSVP: Design, messaging & campaign concepts, blog, promotion Atmosphere: PR, blog, twitter Client Service: campaign management

Facebook Fan Page

What we don’t do:

Suggest fans

Send mass spam mail

Pretend to be anything we’re not

Twitter.com/Steri_stumpie What we don’t do: Tweet about anything irrelevant Follow people who don’t follow us first

The Steri Blog

Flexible

Unintimidating

A conversational format consumers are used to

A reason to visit again

A place to share Steri love

Client gave us complete control over content

Steri Riders

Official Unofficial Steri Stumpie Ambassadors

“ Please accept this humble Steri Six-pack as a token gesture to your Extreme radness. If it weren’t for your extreme radness, the world would be a boring place. And if the world was a boring place, no one would want to live there, which would suck. So thanks for making the world not suck. Just wanted to say we’ve noticed your efforts at sucking-avoidance, and we approve in a very big way. Rock on. Visit steristumpie.com to nominate someone you think is as awesome as you are.”

Steri Hunts

Steri Micro-Parties

Chilling with the Wedding DJs

Rad people drink Steri

Good Old Fashioned Values

You can’t beat good ideas

Understanding your consumer is key

The medium is not the message

Moral of the Story If you want consumers to talk, you have to give them a stage.

The Brothers Streep “ When the road is bumpy, drink a Steri Stumpie, Cause you can’t be grumpy, with a Steri Stumpie Donald Trumpy, Steri Stumpie, never lumpy, my Steri Stumpie”

And they all lived happily ever after. The End.

Steri Stumpie 'Everyone Has a Favourite'

by King James Group on Aug 28, 2009

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Steri Stumpie ’Everyone Has a Favourite’ — Presentation Transcript