Fmcg Compendium
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Fmcg Compendium Presentation Transcript

  • 1. Checkout: From Coca-Cola to Cacharel How the FMCG sector is stocking up on the online opportunity
  • 2. Contents introduCtion 4 why online? 6 key FmCg audienCes 8 Case studies 1 12 — Building brands Case studies 2 17 — exploring new frontiers Case studies 3 23 — the art of conversation Case studies 4 31 — online advertising driving offline sales ConClusion 35 Customer reFerenCe matrix 36 For more information visit: http://advertising.microsoft.com/europe
  • 3. Introduction We live in an ever more connected world where “going online” is no longer viewed as a distinct activity. Online activities reflect and support our needs and motivations, and hence they’ve become integrated into our daily routines. Checking email, signing into instant messenger, and browsing While FMCG organisations understand and use the online through our favourite shops—all of these activities give us medium as part of the marketing mix, to embrace it further, a sense of familiarity. But the internet also generates a high clear links between online activity and in-store behaviour— proportion of spontaneous activities, hence the term “surfing see, for example, the Kellogg’s and McDonald’s case studies— the net.” In this state, we are open to distractions that lead us must be shown. away from familiarity to anticipation, surprise, and delight. There Online advertising offers a cost-efficient form of marketing, are fantastic opportunities for advertisers within either context. a form that supports customer relationship management Even as we face a challenging economic outlook, the growth initiatives and drives direct consumer interaction. The case rate of online ad spend worldwide will continue to be higher studies in this compendium provide great examples of how than other media. The precise measurability of online FMCG organisations continue to innovate to attain direct advertising drives accountability in marketing spend, while consumer-to-brand interaction. delivering true engagement between brands and consumers. Go back in time to the beginnings of modern advertising and you’ll find a fast moving consumer goods (FMCG) product—Pears Soap—cited since the 19th century as an Tim Lumb advertising success story. The stories in this booklet reveal senior research analyst emea, how FMCG organisations are still at the centre of innovative microsoft advertising advertising today.  For more information visit: http://advertising.microsoft.com/europe
  • 4. Uptake of digital media Average hours per week Games 100 Uptake of digital media Wireless • 2020: 80% of all media digital Games 80 Average hours per week • 2010: 66% of all media digital 100 Outdoor • 2007: 50% of all media 80% of all media digital digital Wireless 80 • 2020: • 2010: 66% of all media digital Cinema Outdoor 60 • 2007: 50% of all media digital Digital Cinema radio 60 Digital radio 40 Analogue radio 40 Analogue radio Digital Digital TV TV 20 20 Analogue Analogue TV TV Internet 0 Internet 0 1900 1920 1940 1960 1980 2000 2020 Print Year 1900 1920 1940 Source: Carat 1960 1980 2000 2020 © World Association of Newspapers 2007—2008 Print Year Source: Carat © World Association of Newspapers 2007—2008 For more information visit: http://advertising.microsoft.com/europe 
  • 5. Why online? How much time is spent online? What are consumers doing online? An ever-increasing amount of time is being spent online. In While traditional media offers a predominantly “push” Europe, time spent online has been growing year on year to a experience centred around two functions—information and current average of 12 hours per week per person.* entertainment—communication is the “glue” of the online experience, enabling a dialogue with consumers—in contrast The internet is the second most used form of media—behind with the monologue of traditional media. Thirty-eight percent radio during the day and TV in the evening and at night. As of online activities involve communication+. connection speeds and wireless networking become more commonplace, the PC is moving out of the bedroom and Communication—be it instant messenger, email, social home office, and into the living areas of the household, further networks, or voice over IP (VoIP)—seen within the wider increasing access and usage times. Relevant to the FMCG consumer–advertiser context, presents interesting sector, family groups are particularly engaged with the online opportunities for advertisers. For example, advertising around medium. Around 73 percent of people living with children are conversations as well as content, identifying appropriate logging on to the internet each week, compared with only 52 spaces for advertisers in the connected environment, and, percent of those without children.** Furthermore, internet ultimately, acknowledging when to “push” out the marketing use is close to reaching saturation point among the key 16 message and when to “pull.” to 24-year-old market, with nine out of 10 using it each week +Microsoft Advertising research: Context Matters 2007 across Europe.* * EIAA Mediascope 2008, **EIAA Family Affair 2008,  For more information visit: http://advertising.microsoft.com/europe
  • 6. For more information visit: http://advertising.microsoft.com/europe 
  • 7. Key FMCG audiences Mums Whether she works full time, stays at home, cares for a first child, or organises a growing family, a mum is consistently the family’s While FMCG covers a wide variety of audiences, perhaps the key decision maker when it comes to FMCG choices. A decision backbone audience is mums. Through their management of maker who increasingly turns to the internet for help. the family and home they are responsible for a broad range of FMCG purchases. Time-constrained mums use email as their primary tool for keeping in touch, be it with partners and kids, close friends, or In the UK, 90 percent of mums use the internet every day for more distant family and friends. In the UK, 95 percent of those personal reasons—it’s part of the daily routine, but also an surveyed used email, compared with 90 percent for landline escape for some much needed “me time” spent catching up calls, 88 percent for text messages, and 85 percent for mobile on TV, browsing, shopping, and keeping in touch with friends phone calls. Social networking, instant messenger, and VoIP and family. calls have started to emerge as vital tools for maintaining an Recent Microsoft® Advertising research conducted in both the emotional bond with both nearby and more distant contacts UK and France illustrated that the web helps mums in four key through mums’ changing circumstances. areas: keeping in touch, family organisation, personal fulfilment, Faced with organising most aspects of family life, mums are and entertainment. Advertisers can use these findings to increasingly dependent on the internet for information, advice, target specific digital solutions at mums, based on the different reassurance, idea generation, and transactions. Convenience, mindsets they adopt when engaged in these activities. freedom from dragging reluctant children around shops—as  For more information visit: http://advertising.microsoft.com/europe
  • 8. well as time and money savings—all played a key role in the of web entertainment, undertaken by 47 percent of all mums. popularity of online purchases made by 78 percent of mums. Downloading music was also popular among all mums. Money was managed online by 68 percent, while 94 percent At the same time as revealing the role of the web in mums’ lives, turned to the web for information, ranging from advice on the research in the UK stressed the central role that mums take health and nutrition to planning days out and children’s in key household decisions, from organising finances to social entertainment. Marketing solutions and branded advice often events and holidays. Despite mums being diverse and time- played a key role in delivering this information. poor, they are increasingly influential. The good news for online Personal fulfilment was seen as a rare pleasure by many mums, marketers is that when mums are online they’re in a mindset and was valued all the more intensely as a result. Pursuing that suggests they’re open to advertising messages, especially hobbies online, keeping up to date on news and gossip, when online at home. Fifty-nine percent of mums say they are indulgent “me-time,” shopping, social networking, and blogging entertained when online, and 58 percent say they are relaxed. all played a key role. Only 10 percent of mums say they feel rushed when online. The web’s role in entertainment increased noticeably for the younger mums, particularly viewing video clips and online TV, the popularity of which could grow given mums’ appreciation of the practical benefits of services such as Sky+. Casual online games, often played with children, were the most popular form For more information visit: http://advertising.microsoft.com/europe 
  • 9. 16 to 24-year-old men and women And it’s not just the men. For young women, the internet is a source of trusted and reliable opinion. Around 56 percent read online FMCG organisations can tap into another key audience—16 to 24- consumer reviews, and 36 percent visit the manufacturer website year-old men, particularly those with an interest in health and before making a product purchase.* With strong social media in male grooming. products such as Windows Live™ Messenger and Windows Live This audience is 45 percent more likely to be online than the Hotmail®, Microsoft® Advertising reaches 64 percent of 12 to 24- average European and over a third of their media time is spent year-old women online.** online—well above the average of one quarter. They also watch *Forrester consumer technographics (European) 2007, less TV than the average European, read less print newspapers, and **ComScore July 2008 European aggregate listen to less radio.* When online, they are highly engaged by community and collaborative web activities—for example, blogs, wikis, reviews, and social networks. In fact, young men are more than twice as likely as the average European to create content, post comments, and read comments.* 10 For more information visit: http://advertising.microsoft.com/europe
  • 10. For more information visit: http://advertising.microsoft.com/europe 11
  • 11. 1 Building brands one of the key strengths of online advertising is its measurability, not just clickthroughs and page views, but in terms of traditional branding metrics such as awareness and association. when looking at data aggregated from more than 700+ measured FmCg campaigns (see table), it is clear that online advertising delivers significant brand effects. the cost to deliver similar effects using traditional media highlights how online advertising offers considerable return on investment. driving awareness and shaping brand perceptions is one of the key strengths of the online medium. microsoft® advertising reaches over two-thirds of all internet users worldwide—in excess of 640 million people+—and FmCg organisations are using mass reach to further fulfil their branding strategies. integrating the online approach to complement other media achieves effective and cost-efficient branding. + ComScore Mediametrix Q3/08 (quarterly average) 12
  • 12. Online FMCG Average all Food Consumables Drinks Household Health/ Beauty Pet food Personal care campaign FMCG (%) (%) (%) (%) (%) Pharma (%) (%) (%) (%) Aided brand 2.4 2.7 2.5 2.1 2.4 2.9 4.0 2.5 1.7 awareness Online ad 6.9 7.3 7.3 8.0 6.1 7.7 5.4 5.7 6.7 awareness Message 3.2 3.0 3.4 3.8 4.1 2.7 3.0 5.0 2.8 association Sponsorship 8.2 12.1 9.7 8.6 n/a n/a n/a n/a n/a association Brand 1.7 1.7 1.7 1.8 2.2 1.4 2.3 1.0 1.8 favourability Purchase 1.8 1.9 1.9 1.9 1.8 1.7 1.7 1.7 1.6 intent Dynamic Logic market norms, 717 campaigns, last 3 years Explanation: Down the side: Brand Metrics, Across the Top: campaigns by product type, Figures: the average percentage point change resulting from exposure to online advertising campaigns. n/a: insufficient benchmarking data 13
  • 13. client grolsch industry Food and beverages country/region the netherlands Windows Live Messenger and MSN get Grolsch in the groove No-one can teach Grolsch about brewing beer or iconic bottle design. But Upcoming events were posted on a calendar “The collaboration between Grolsch, and special offers on music-related items were when it came to making a noise about its links with the Dutch music scene, Digilogue, and MSN was not only very regularly made available. Ad designers made the brand needed a promoter. The plan was to launch an online campaign sure the links between the brand and Grolsch- professional, but it led to especially that engaged the young audiences that flocked to Grolsch’s sponsored sponsored events such as “Sensation” and good results. In terms of effectiveness music events. It had to strike a real chord with music fans, capturing the “Lowlands” were crystal clear. there was an above-average result, same energy and buzz normally found stage side. Campaign results which has further strengthened the The campaign took the Grolsch brand where link between Grolsch and music.” Client objectives it wanted to be—centre stage with live music requirement increase grolsch’s relevance tom wilms , among its target market and create a ● Boost brand affinity and preference among events. Independent research by Ruigrok Communication Channel manager, grolsch visible link between the brand and music 18 to 24-year-olds NetPanel showed that the activity scored highly target audience 18 to 24-year-olds ● Strengthen the link between Grolsch and among its target audience. Key metrics included: live music ● 29 percent of all 18 to 24-year-olds were products usedwindows live™ messenger and msn® entertainment Creative solution reached by the campaign solution tab on windows live Microsoft® Advertising had both the skill ● 17 percentage point increase in purchasing messenger and microsite on the msn sets and the advertising network to make the intent among those exposed to the campaign entertainment channel campaign a hit, building an innovative online ● 17 percentage point increase in awareness of key results17 percentage point increase music experience around the campaign line sponsored events “Sensation” and “Lowlands” in awareness of grolsch-sponsored music “Hook up with Grolsch Music.” Top of the bill ● 10 percentage point increase in the number events and 17 percentage point rise in was a Windows Live Messenger tab followed of respondents describing Grolsch as purchasing intent among sample group “popular” and “cool” by a Grolsch music microsite within MSN media agency digilogue Entertainment. Music fans listened to streams, ● 16 percentage point increase in the viewed photographs and entered competitions “enjoyment” factor of Grolsch to win tickets via the tab and the microsite. 1 For more information visit: http://advertising.microsoft.com/europe
  • 14. client santa maria industry Food and beverages country/region norway Santa Maria Tex Mex spices up the market with Microsoft Tex Mex is an ideal party food—great for sharing. But for Mexican cuisine products, as well as online video from the “ We chose Microsoft Advertising TV ads. producer Santa Maria, when it comes to market competition, sharing is as our online partner because it not on the menu. With the launch of its Red Fusion product range in During the campaign, MetrixLab conducted offers the best reach and targeting research with 687 respondents to analyse ad Norway, it created a multimedia campaign to boost awareness. Vibrant opportunities. The campaign effectiveness. online ads proved a winning ingredient in the “Tex Mex with a Twist” successfully raised brand awareness, campaign, successfully appealing to 18 to 34-year-olds and driving sales Campaign results intent to purchase and the image for The online ads gave people a real taste for the across the country. “Tex Mex with a Twist”, driving offline purchases. the Red Fusion product range.” Results from MetrixLab reveal that the campaign christian fure , strategic advisor digital media, requirement drive awareness and Client objectives significantly raised brand awareness among the Vizeum purchase intent for santa maria red ● Boost sales of Santa Maria Red Fusion target group of 18 to 34-year-olds in Norway. Fusion products ● Engage audience with the brand Of all viewers, 27,291 clicked through to the Red target audience 18 to 34-year-olds in ● Target consumers at peak buying times Fusion site. Top of mind awareness increased by norway ● Measure effects of online advertising 7 percent within the target group. Furthermore, products used msn® home Page, Creative solution 28 percent of exposed respondents said that msn entertainment, windows live™ Santa Maria used the slogan “Tex Mex with a Santa Maria teamed up with Microsoft® messenger, windows live hotmail®, Twist” when advertising. The campaign also: windows live today Advertising, and media agency Vizeum to create a recipe for success. Animated banner ● Boosted purchase intent by 16 percentage solution santa maria ran banner ads across selected channels of msn as well ads under the tagline “Tex Mex with a Twist” ran points as windows live messenger for two months across hand-picked channels, ● Increased spontaneous awareness by 11 including MSN and Windows Live Messenger, percentage points key resultsthe campaign boosted purchase intent by 16 percentage points achieving 23 million impressions. ● Lifted aided awareness by 7 percentage Tapping into consumer buying habits, Santa points media agency Vizeum Maria targeted the ads on Thursdays to ● Positively shifted purchase consideration by Saturdays, when sales of Tex Mex are at their 13 percentage points highest. Viewers clicked through from the banners to see the full range of Red Fusion 1 For more information visit: http://advertising.microsoft.com/europe 1
  • 15. client Coca-Cola industry Food and beverages country/region spain Coca-Cola tastes success with Microsoft Coca-Cola had a thirst for online advertising. The web has proved to be Live Spaces placements, with those exposed to Windows Live Spaces and Windows Live combinations of all three. Messenger combined a recipe for success for leading global brands that want to engage with ● Lifted message association by 7 audiences worldwide. In Spain, Coca-Cola delivered a dynamic campaign Campaign results percentage points Overall, the study showed participants rated called “Take the Street” that grabbed the attention of viewers. The the campaign highly, with 52 percent of Windows Live Messenger and Windows Live campaign was a great opportunity to show how online advertising packs a respondents saying they found the ads original, Hotmail achieved good performance levels for punch when it comes to boosting brand metrics. and 35 percent liking the creativity. The research brand notoriety and purchase intention. also showed that the campaign: Windows Live Hotmail requirement measure the impact of Client objectives ● Increased spontaneous recall by 2 ● Increased top of mind by 4 microsoft® products for branding ● Boost brand awareness percentage points percentage points campaigns ● Increase message association and ● Positively shifted top of mind by 2 ● Raised purchasing intention by 2 target audience 13 to 22-year-olds advertising recall percentage points percentage points windows live™ ● Boosted message association by 5 products used Creative solution Windows Live Messenger messenger, windows live hotmail®, percentage points The “Take the Street” campaign in Spain ● Increased top of mind by 2 windows live spaces encouraged people to cool off during the In the same results, MetrixLab highlighted the percentage points solution research methodology to scorching summer months by drinking a can power of individual Windows Live products to study the effects of the “take the street” of Coca-Cola outdoors. Campaign ads ran boost key brand metrics. “This research has demonstrated the advertising campaign across the Microsoft® Advertising and an online key resultsonline advertising is a competition offered iPods to the lucky winners. Windows Live Spaces value that Windows Live brings to fundamental part of Coca-Cola’s media ● Lifted message association by 6 our advertising campaigns. Crucially, During the campaign, Microsoft Advertising planning and microsoft is key to boosting percentage points brand awareness and MetrixLab measured the effectiveness of we can demonstrate that online ● Raised advertising recall by 8 the campaign by individual products, as well advertising is a fundamental part of percentage points as the effects of combined services. ● Positively shifted purchasing consideration our media planning.” The results compared respondents who by 2 percentage points ana castro, Consumer Contact Planning saw the campaign on one of Windows Live manager, Coca-Cola spain Messenger, Windows Live Hotmail, or Windows 1 For more information visit: http://advertising.microsoft.com/europe
  • 16. 2 exploring new frontiers the campaigns in this section highlight how FmCg organisations are embracing emerging media platforms to innovate their digital strategies. Backed by independent research, campaigns including mobile and online video are enabling advertisers to communicate with audiences across multiple platforms, which is especially relevant to elusive youth segments. 1
  • 17. client nivea industry Consumer goods country/region united kingdom Cosmetic company captures user data with mobile phone campaign Nivea needed to boost the readership of its online magazine Fun Young In December 2007, the company worked with The campaign effectively reached its ScreenTonic to distribute banner ads across and Independent (FYI). This innovative magazine targets teenage girls target audience, capturing essential MSN Mobile, the mobile internet site for the and advertises the company’s products. Nivea worked with ScreenTonic Microsoft® Advertising network. The banners data by making it quick and easy for to distribute banners across MSN Mobile, driving young women to a enticed young female readers with the promise users to enter their details. microsite. Visitors added their email addresses to the FYI mailing list. of “girly gossip, news and tips.” The campaign achieved a conversion rate of 15 percent. The ads drove users to a specially designed microsite that echoed the design of the FYI website. Visitors filled out a single field to quickly requirementCapture user data for online Client objectives add their email addresses to the magazine’s magazine mailing list ● Develop a dialogue with teenage women mailing list. target audience teenage women ● Maintain momentum for magazine website after launch Campaign results mobile phone advertising products used The campaign effectively reached its target ● Send regular site news updates to target on msn® mobile audience audience, capturing essential data by making solution mobile internet banners linking it quick and easy for users to enter their details. to a microsite Creative solution Analysis by Microsoft Advertising shows that: key results 119,000 page impressions Young girls today use a range of media to find recorded information and stay in touch with friends. ● 119,000 page impressions were recorded Advertisers use many channels to create a during the month-long campaign media agency strange Corporation dialogue with this audience. With this in mind, ● The ads generated an average clickthrough global cosmetic company Nivea launched rate of 0.55 percent. online magazine Fun, Young and Independent ● The conversion rate was 15 percent (FYI) to engage users with its Nivea Visage Young brand. Following the launch, the company needed to maintain the website’s momentum. It searched for the most effective channel for capturing users’ email addresses to add to the FYI mailing list. 1 For more information visit: http://advertising.microsoft.com/europe
  • 18. client unilever industry Consumer goods country/region the netherlands Unilever scents success with MSN Video Unilever wanted to increase awareness of its AXE Vice brand of deodorant of thousands of visitors to MSN Video every Because this style of advertising had month, who each viewed the video an average for men. The strategy took a series of highly successful TV ads and delivered success in the past, the of 2.5 times. To confirm the efficiency of the extended the campaign online to increase awareness among 18 to 24- package, market research company MetrixLab manufacturer wanted to extend the year-old men. The key was finding a reliable hosting platform for running measured the impact of the campaign on the creative treatment into the online space the ads and a media owner that could deliver an integrated campaign to overall audience, men in particular. and exploit the public’s enthusiasm for maximise traffic. Campaign results watching video online. Thanks to Microsoft, the popularity of the existing TV ad surged significantly among the target audience. Overall product awareness use an existing video Client objectives requirement increased, along with campaign message commercial to boost brand awareness ● Drive product awareness for AXE Vice association and purchase intent. Viewers and intention to buy within target deodorant watched the video, on average, more than segment ● Target 18 to 24-year-old men twice, and this pushed the overall rating to target audience 18 to 24-year-old men ● Reinforce existing brand messages online around 16 percentage points above the ● Increase target reach and purchase intent products usedmsn®.nl home Page, MetrixLab benchmark for favourability. Among windows live™ hotmail®, msn Video, Creative solution the men who saw the campaign, strong results and windows live messenger could be seen: Microsoft® Advertising provided Unilever with solution a selection of banner ads a fully integrated online campaign. It included drove viewers to the “respectable to ● Purchase intent increased by 8 banner ads on MSN.nl Home Page, Windows naughty” tV video percentage points Live Hotmail, and Windows Live Messenger. Brand awareness increased ● Ad awareness increased by 16 key results The TV commercials ran concurrently on MSN by 7 percentage points and purchase percentage points Video. The campaign featured a Morgan intent by 8 percentage points in the ● Brand awareness increased by 7 target market Freeman impersonator who discovers AXE Vice, percentage points and sees how it turns respectable ladies into ● Message association increased by 9 naughty girls. The campaign, which launched in percentage points January 2007, took advantage of the hundreds For more information visit: http://advertising.microsoft.com/europe 1
  • 19. client mars industry Food and beverages country/region Belgium Mars attracts hip young audience with feel-good campaign requirement drive awareness of mars Mars wanted to confirm its position Creative solution ● The brand recognition score was 86 and personalise the brand in Mars delivered a unique, innovative campaign percent for French speakers and 91 consumers’ lives as an iconic brand and personalise using an energetic mixture of offline and online percent for the Flemish speakers, target audience16 to 24-year-old Mars in consumers’ lives. The main media. For online, Mars worked with Microsoft surpassing the MetrixLab benchmark of consumers. extended: 16 to 34-year-old objective was to confirm its core Advertising to create an iconic Feel the Vibe 56 percent and proving the video drove consumers brand values: energising, enthusiasm, concept, and ran a showcase featuring a Feel high brand awareness products used msn® entertainment, the Vibe video, across MSN Entertainment, MSN msn home Page, windows live™ and feel-good, to a target audience ● Overall, the online campaign has been Home Page, and MSN Video, for five weeks. Its hotmail®, windows live spaces, of 16 to 34-year-olds. Its aim was hip, young audience was treated to a pre-roll evaluated as likeable, appropriate, and msn Video remarkable to drive consumers to its funky Feel video, plus a banner on Windows Live Hotmail a combination of online solution video and flash banners running across the Vibe website and encourage and Windows Live Spaces—encouraging the ● Campaign effects show a successful audience to visit www.feelthevibe.be. After they increase of Feel the Vibe message take out. the microsoft® advertising network for listeners to tune into the Mars Mood five weeks landed on the site, visitors were invited to use Approximately one third of the sample has Synthesiser, a customisable online the Mars Mood Synthesiser—a funky online indicated the campaign has evoked interest the video and banners key results juke box. juke box. in the Mars Mood Synthesiser and in the Feel outperformed the metrixlab benchmark of 56 percent by increasing brand the Vibe website Campaign results recognition to 86 percent among Client objectives exposed French-speaking consumers, Figures from MetrixLab throughout the fiveweek ● Establish Mars as an energising, enthusiastic, and 91 percent among exposed Flemish- run showed that Mars’ innovative Feel the Vibe “feel-good” brand among 16 to 34-year-olds speaking, who identified with mars’ video reached a significant chunk of its target brand values—rating the campaign both ● Reinforce the Feel the Vibe call to action audience thanks to the power and reach of likeable and remarkable Microsoft Advertising. ● Prompt respondents to visit the www. media agency space feelthevibe.be website ● The campaign reached 35 percent of the extended target group of Flemish speakers ● Encourage listeners to use the Mars Mood and 31 percent of the extended target group Synthesiser of French speakers. Aided awareness increased among all those exposed to the campaign— reflecting the strength of Mars online 20 For more information visit: http://advertising.microsoft.com/europe
  • 20. client heineken industry Food and beverages country/region italy Heineken drinks in success among young adults with video on Microsoft In April 2008, Heineken ran a video campaign across the Microsoft® combining the power of video with a style that Frequency analysis appeals to today’s audiences. The vast majority In terms of online ad awareness, the ads hit Advertising network in Italy. Emulating the look and feel of user generated of respondents, including those who fell outside home with respondents on the first exposure. content, the video aimed to raise brand awareness among a target audience the target market, found the video engaging However, a higher frequency of exposure to the of 18 to 34-year-olds. Research commissioned by Microsoft Advertising and different from typical beer commercials. ads was more effective at changing perceptions showed the campaign significantly increased awareness among the target about the Heineken brand. Campaign results market and other audiences across all channels. Overall, the campaign was Awareness metrics Media placement successful at engaging viewers and conveying the perception of Heineken as The Heineken online video ad met the Among 18 to 34-year-old men, ads placed a brand “for young people.” campaign objectives, generating increases in on Windows Live Hotmail successfully awareness metrics among both the overall and shifted perceptions that Heineken “is for fun” target audiences. The video creative successfully by 21 percentage points and Heineken “is requirement increase the perception of Client objectives heineken as a young people’s brand cut through the clutter of web commercials, for young people” by 20 percentage points. ● Evaluate online video performance in terms lifting online ad awareness by an estimated 15 When it came to persuasion, it appears that target audience 18 to 34-year-olds of raising brand awareness and increasing percentage points among audiences. The video the MSN Entertainment site was better products used msn® home Page, purchase consideration among the target communicated the idea of Heineken being a placed to influence consumers. Among the msn entertainment, msn Video, audience brand for young people, with results showing target audience, advertising on Windows windows live™ hotmail®, windows live messenger, windows live spaces ● Identify the campaign’s effectiveness at positive increases in this area among Live Messenger had the greatest effect on communicating the brand’s message all respondents. brand awareness. solution an online video that has the through video style of user-generated content Awareness versus target online ad awareness lifted ● Compare the campaign’s performance The campaign resonated well with men of key results “The internet was the best placement by an estimated 15 percentage points on Microsoft Advertising to identify how all ages. Awareness of the Heineken brand among audiences. the campaign, different media placements influenced increased among both male drinkers and for the creative idea demonstrated whose ads struck a chord with viewers branding metrics within the video” non-drinkers. MSN Entertainment delivered straightaway, resonated particularly with men. windows live hotmail successfully influencing effects, with Windows Live gianluca di tondo, Creative solution shifted perceptions that heineken “is Messenger having the greatest impact on the director of marketing, heineken italy The user-generated look and feel of the for fun” by 21 percentage points and target audience. heineken “is for young people” by 20 creative doubled the impact of the campaign— percentage points For more information visit: http://advertising.microsoft.com/europe 21
  • 21. client Burger king industry Food and beverages country/region united states Fast food gets rapid results with customised Xbox games Burger King wanted to test “advergaming” as a marketing medium, but was products, but had to deliver a first-rate gaming By using such a high-quality game, experience. “We wanted to make it so much not keen to produce a typical “game-lite” product that could be distributed and by making it available for sale fun that people didn’t even register that it was online. The aim was to design and create three games in nine months—an an advergame,” says Kevin Hathaway, Program at a highly competitive price, Burger extremely tight timeline. The games, which were to be sold in restaurants Manager, Microsoft Xbox. The finished products King saw results exceeding its highest nationwide, had to deliver an impressive game-playing experience. featured terrific gameplay, rich scenarios and expectations. environments, enabling Burger King to engage with its target audience for hours at a time. requirement engage games with the Client objectives Burger king brand and products ● Increase brand and product awareness Campaign results ● Create a buzz around the games By using such a high-quality game, and target audience online gamers across the united states ● Drive prospective purchasers to restaurants by making it available for sale at a highly ● Increase company revenues competitive price, Burger King saw results products used xbox® console exceeding its highest expectations. Compared advergames Creative solution with a usual hit game selling one million units solution develop Burger king branded Burger King recruited a highly experienced team worldwide in a year, the Burger King games sold games to sell exclusively at the Burger from Xbox, London-based Blitz Games, and ad 3.2 million units in the United States alone—in king restaurants agency Crispin Porter + Bogusky. Together, this just six weeks. The buzz it created included user- key results multimillion unit sales, a team produced three games just as robust and generated clips on YouTube and posts on many direct increase in quarterly earnings, plus engaging as full retail games worth US$60—but enhanced product awareness illustrated popular blog sites. priced to sell at only US$3.99 each. by extensive blogs and youtube posts ● Sales of more than three million games media agency equity marketing Normal production time for any new game can ● Quarterly earnings spike due to game sales be up to a year, but the team put the games ● Ongoing engagement and messaging of together—from design to programming to target audience testing and beyond—in only nine months. ● Attraction of gamers to Burger King outlets The games incorporated a strong marketing message for Burger King’s brand and 22 For more information visit: http://advertising.microsoft.com/europe
  • 22. 3 the art of conversation using great content and opening up a dialogue with consumers is becoming an increasingly important tactic for building and maintaining consumer relationships. Customised content, microsites, gaming, personalisation, communities, and blogs are just a few of the ways FmCg organisations are enabling deeper conversations with their key audiences. 23
  • 23. client Cacharel/l’oréal industry Consumer goods country/region France MyAmor campaign finds love among casual gamers Love is hard to find. To give people a helping hand, fashion brand Live Messenger was the perfect platform for The campaign created for the launch generating lots of interaction with the game, Cacharel/L’Oréal created a limited edition of its famous Amor Amor of the MyAmor platform and MyAmor offering a fun-loving, youthful audience that perfume called MyAmor. The scent, which came in male and female fitted perfectly with the brand’s target market. limited edition generated the best versions, was aimed at young people looking for the perfect partner. results ever for Cacharel. The strong Text links and banners tempted users to play Created to inspire romance, MyAmor needed a marketing campaign MyAmor Match and find out if they were advantage of the Microsoft Advertising that captured all the fun and excitement of finding true love. chatting with their true love. The beauty of solution is to allow the two gamers the idea was that it integrated with people’s who are looking for love to play in real conversations so, instead of feeling intrusive, time, bringing real excitement to the Client objectives the campaign added value to the whole instant requirement engage deeply with the ● Create a buzz around MyAmor messaging experience. game. Banners and text links sustained target audience and drive traffic to the myamor website ● Engage deeply with target audience the game and circled MSN users. Campaign results 15 to 34-year-olds ● Drive visitors to the new product’s website target audience The campaign really got the conversation going www.MyAmor.com products used windows live™ around MyAmor. The brand engaged with its messenger Creative solution target audience in a way that fitted beautifully solution myamor match—an online The team at Cacharel/L’Oréal was looking for with their interests and generated high volumes matchmaking game where players found ways to market MyAmor, and they fell in love of traffic to the MyAmor website. Results show out if they were perfect partners or just with a concept from Microsoft® Advertising. that: good friends MyAmor Match was an online compatibility ● More than 60,000 Windows Live Messenger key results more than 60,000 windows test that put casual gaming—this year’s hottest users played MyAmor Match live messenger users played the pastime—at the heart of the product’s online compatibility game and over 500,000 ● More than 500,000 users clicked through to marketing. clicked through to myamor.com MyAmor.com Windows Live Messenger users invited each ● The banner and text ads generated more other to play the game. By answering a few than 40 million impressions simple questions on different topics, players found out if love was really in the air. Windows 2 For more information visit: http://advertising.microsoft.com/europe
  • 24. client Johnson & Johnson Consumer B.V. industry Consumer goods country/region the netherlands Healthcare giant boosts brand usage with Personal Expression Johnson & Johnson Consumer B.V. (JJCBV) wanted to boost awareness pictures. The content was designed to raise ● Of the girls who use a different brand of awareness of the links between the o.b. brand tampon, 77 percent said they were very of its o.b. tampon brand among young women in the Netherlands. and the sport. likely to use o.b. tampons in the future Because the vast majority of Dutch women aged between 14 and 18 Many of those who downloaded the years use Windows Live Messenger, the company worked with Microsoft® branded content used it on a daily basis Advertising to create a Personal Expression, a collection of interactive while chatting with friends and family. This “Together with Microsoft, we content used in the application. The hugely successful campaign increased level of engagement was vital in driving traffic developed a magnificent campaign brand usage by 6 percent among the target audience. to the redesigned o.b. website, www.mijnob.nl, that produced fantastic results among which includes more interactive features our target audience. Windows Live and games. By promoting o.b. in a fun way requirement increase awareness of o.b. Client objectives that appealed to technologically literate Messenger adds a huge amount and its sponsorship links with professional ● Raise brand awareness young women, the company attracted of value to online campaigns. It’s a female beach volleyball players ● Reinforce link between the brand and visitors who were likely to use the new unique brand-building tool.” target audience 14 and 18-year-old professional beach volleyball features and spend more time interacting dutch women monique kouwenhoven , ● Boost awareness of brand website with the brand. Product group manager, products used windows live™ Johnson & Johnson Consumer B.V. Creative solution Campaign results messenger With young women spending more time using The campaign was extremely successful in solution Personal expression— instant messaging services and browsing the raising awareness of o.b. and improving downloadable content collection for windows live messenger, consisting internet, advertisers find it harder to reach this perceptions about the brand: of beach volleyball themed emoticons, target market using traditional offline channels ● Brand usage increased by 6 percentage winks, backgrounds and display pictures such as TV. JJCBV worked with Microsoft points among the target audience use of o.b. increased 6 Advertising to produce a Personal Expression key results ● Awareness of beach volleyball brand percentage points among the target for Windows Live Messenger, to raise awareness sponsorship rose by 15 percentage points audience, and awareness of o.b. beach of its o.b. tampon brand. volleyball sponsorship went up by 15 ● Awareness of brand website went up by percentage points Users downloaded beach volleyball themed 10 percentage points winks, emoticons, backgrounds, and display ● More than 160,000 downloads were recorded media agency digilogue For more information visit: http://advertising.microsoft.com/europe 2
  • 25. client kleenex industry Consumer goods country/region united kingdom Kleenex works with Microsoft to deliver new brand story using social media Kleenex created a new brand story called Let It Out, which focused MSN Home Page, Windows Live Hotmail, and “The space had a major impact on Windows Live Messenger. on breaking free from inhibitions and letting out tears, laughter, joy, the various brand metrics tested, frustration, and all the other things we hold back. The objective was to Campaign results significantly increasing all awareness Kleenex Let It Out was widely publicised with create an emotional connection between consumers and Kleenex and and persuasion metrics.” help from Microsoft. During the campaign, the a key part of this was to encourage participation in “letting it out.” network delivered nearly 85,000 clickthroughs rebecca hirst, Brand manager, kleenex to the space. Meanwhile, people created 54 Windows Live Spaces around Let It Out. More requirement deliver deep engagement Client objectives with new brand story than 50 percent of respondents thought the ● Promote new brand story Let It Out space gave a positive impression of the brand target audience housewives with kids ● Encourage participation in the Let It Out and 38 percent thought it contained interesting campaign products used msn® home Page, and relevant content. Respondents added that windows live™ spaces, windows live ● Build brand equity the space was easy to use and a good way of hotmail®, windows live messenger Creative solution advertising Kleenex. solution let it out space displays Only Microsoft® Advertising could deliver a people’s messages, photos, and videos Analysis showed a positive shift in brand truly innovative and custom-made campaign, of emotional moments using windows perception. There was a 12 percentage point live spaces according to Rebecca Hirst, Brand Manager at increase for “It is good at helping people express Kleenex. Microsoft wanted to take advantage of key results 12 percentage point uplift emotions” and a 17 percentage point increase the popularity of social media so it put a Let It for “it is good at helping people express for “Has advertising that makes you smile.” emotions.” Purchase intent increased by Out space at the heart of the campaign. 10 percentage points ● Message association increased 44 Blogging gave consumers a way to participate mindshare interaction uk percentage points media agency by sharing their emotions on the Let It Out ● Brand favourability rose 14 space. Visitors could leave photos or videos for percentage points others to view while voting for their favourite ● Purchase intent increased entries. As part of the solution, Microsoft 10 percentage points provided well-targeted media placements to drive people to the space. These included the 2 For more information visit: http://advertising.microsoft.com/europe
  • 26. client Purina industry Consumer goods country/region united kingdom Pets taste healthy lifestyle through Purina microsite Nestlé Purina PetCare — the pet food division of Nestlé — is a leader in pet demographic. Windows Live offered Purina a ● Brand awareness increased by 6.7 percentage monthly audience of 21 million while MSN gave points nutrition. When the company wanted to generate awareness and increase it access to 1.2 million pet owners. ● Online ad awareness increased by 7.1 perceptions of its Purina ONE brand as a high-quality pet food, it turned percentage points In addition to creating the microsite, Microsoft to Microsoft® Advertising for help. Purina chose to create an online pet ● Message association increased by 8.9 worked with Purina to create content focused guide with Microsoft because it offered a custom-built solution and reach on health and nutrition, such as “Ask the expert,” percentage points ● Purchase intent increased by 6 percentage through the MSN and Windows Live network. “Pet guides,” and “Hot topics”. Editorial links points, which greatly exceeds the pet food and banner ads on the MSN Lifestyle channel market average drove its health and style-conscious female requirement raise awareness of Purina Client objectives audience to a tailored microsite, while banner one as a healthy, premium pet food ● Generate brand awareness and increase the ads in Windows Live Hotmail and Windows Live “ We had access to the right audience perception that Purina ONE is a high-quality target audience women over 35 years Messenger targeted the same audience. through the MSN Lifestyle channel, of age pet food Once on the site, visitors engaged interactively with the added bonus that these ● Recruit long-term Purina ONE buyers through msn®, windows live™ and could use Windows Live Spaces to keep products used a one-month trial challenge consumers trust MSN content.” hotmail® & windows live messenger and view diaries of pets’ progress on the one- ● Drive Purina ONE brand association with * Source: Dynamic Logic Advertising Effectiveness Report month challenge. natacha mauvoisin ,Brand manager, solution microsoft built a microsite for health and nutrition Purina one, nestlé Purina Purina and drove traffic to it via banners Campaign results on the windows live network and msn Creative solution lifestyle channel The campaign exceeded Purina’s expectations, To highlight the nutritional benefits of Purina generating 14,995 clickthroughs to the Purina key results Brand awareness and ONE and reinforce the brand as a premium pet message association exceeded the pet ONE microsite. Agreement with the statements food, Purina wanted consumers to keep a diary food market average, with purchase “Is a premium quality brand of pet food” and of their pet’s progress on a Purina ONE diet. The intent rated as “excellent” “Makes a visible difference to the condition company identified women over 35 years of media agency mindshare interactive uk of my pet in just 30 days” increased by 7 age as its target audience and recognised that percentage points. Key branding metrics* were the Windows Live network and MSN Lifestyle at or above-average for the pet food market, channel presented the best way to reach this with purchase intent ranked as “excellent”: For more information visit: http://advertising.microsoft.com/europe 2
  • 27. client Coca-Cola “The special project for Happiness industry Food and beverages Factory 2 on MSN is a great example country/region italy of understanding the client’s needs and translating them into an excellent media and creative execution. Furthermore, we obtained Coca-Cola manufactures success extraordinary results in all areas including visibility, participation, and in the Happiness Factory engagement. On the whole, this is one of the best cases of online activation for Coca-Cola and Starcom Digital.” roberto carnazza , head of starcom digital, italy requirement Build brand awareness for The Coca-Cola Happiness Factory the “happiness Factory 2” film and the spot was one of the highest rated TV now hiring campaign concept. Create Coca-Cola official site and on MSN. Several engagement between the audience campaigns in the history of the brand. MSN editorial channels were used to maximise and the campaign In conjunction with the campaign, viewer interest in the movie: The Windows Live Spaces Theme target audience 18 to 34-year-olds Coca-Cola Italy created a Happiness The Personal Expression Limited Edition ● The Coca-Cola film integrated with the MSN products used msn® home Page, The Digital Block Notes—a unique Factory 2 film, which convinced Video Cinema section as pure editorial content msn entertainment, msn Video, gadget for Windows Vista and viewers that this was a real cinema ● Two-week film promotion on co-branded live search maps™, windows live™ Windows Live Spaces microsite—traffic driven by editorial spotlights messenger, windows live spaces, feature. Intrigued by the campaign, windows Vista® ● MSN Home Page Takeover on launch day Campaign results thousands of consumers visited the Advertising results: solution a video film promoting Now Hiring happiness Factory 2 and a community community site where they applied Having created a buzz for the Coca-Cola movie, ● 61.5 million total delivered impressions site where visitors could apply for jobs in for imaginary jobs in the factory. ● 300,000 clickthroughs the campaign team built a special community site the ‘factory’ ● A record 16.5 percent clickthrough rate where users could apply for a job in the ‘factory’ key resultsthe happiness Factory 2 Client objectives and be part of this exciting world as if it were a Film launch phase (Two-week duration): “working” virtual community project ● Build brand awareness for the “Happiness real workplace. Activities included: ● Microsite: 26,000 page views took advantage of the rich functionality of msn and windows live. the project Factory 2” film and the “Now Hiring” ● 13,500 video streams campaign concept ● Personality test to discover your ideal job title engaged the target audience and let ● Create user engagement with online in the factory: Kissy Puppy, Mortar Man, Now Hiring phase (One-week duration): people play in the happiness Factory 2 using community tools and windows breakthrough promos Chinoink, or Capper ● Microsite: 730,000 page views—141,000 visits live gadgets ● Subscription to the Live Search Maps™ page ● More than 21,100 pushpins posted on the Creative solution where visitors could download an exclusive Microsoft Virtual Earth™ map media agency starcom digital, italy Film launch Windows Live™ gadget kit: ● More than 30,000 started tests Coca-Cola Italy created a promotional video for The Windows Live™ Messenger ● More than 59,000 Windows Live gadgets Happiness Factory 2 that led viewers to believe Emoticon Pack downloaded from the microsite it was a real animated movie showing in Italian The Messenger dynamic display pictures ● More than 550,000 Personal Expression cinemas. In fact, the movie was broadcast on the of the four characters/job roles downloads in 10 days 2 For more information visit: http://advertising.microsoft.com/europe
  • 28. client guinness industry Food and beverages country/region asia Pacific Guinness chalks up a win with Windows Live Messenger game Beer and pool. It’s a winning combination. That’s why Guinness sponsored could win you more than kudos—Guinness “The Windows Live Messenger game offered US$2,500 prize money and a pair of the Guinness 9-Ball Tour. And the best way to rack up excitement about was the perfect medium to reach the tickets to the Guinness 9-Ball Tour grand finals it was to get people playing pool. But how do you reach an audience of to the player with the highest score. new generation of internet-savvy thousands, fast? No need for hustling here—it’s online all the way. So social drinkers, who have so many The trickshot? Players posting their scores for Guinness created a realistic, web-based pool game, to sort the rookies the first time entered their names to join the activities competing for their attention from the sharks. Guinness club, giving the brand vital information online.” on its target customers. tien cheong wong , regional marketing manager, Client objectives guinness requirement Boost awareness of the Campaign results guinness 9-Ball tour pool championship ● Promote the Guinness 9-Ball Tour The Windows Live Messenger campaign and encourage people to join the ● Encourage people to join the Guinness club significantly boosted awareness of the Guinness guinness club ● Deliver compelling online experience 9-Ball Tour, and the brand pocketed thousands target audience 24 to 35-year-olds of new club members. Key results included: Creative solution products used windows livetm There’s no better way to engage young people ● 220,984 unique game plays messenger than to get them gaming. And Guinness knew ● More than 15,000 new membership solution in-browser virtual pool game where to find its players. In 2007, together with registrations on windows live messenger media agency neo@Ogilvy Singapore and ● 99,000 clickthroughs to the online game key results more than 220,000 unique creative agency OgilvyOne Malaysia, it turned ● 78 percent of players spent more than three game plays and 15,000 membership Windows Live Messenger into a pool hall. Users minutes playing the game registrations challenged each other to realistic games of media agency neo@ogilvy singapore 9-ball over virtual tables in the Guinness Pool Challenge. A microsite supported the launch of the game, promoting the Guinness 9-Ball Tour and showering the best online players in glory, with a high-score hall of fame. But smooth cue skills For more information visit: http://advertising.microsoft.com/europe 2
  • 29. 30 For more information visit: http://advertising.microsoft.com/europe
  • 30. 4 online advertising driving offline sales the key to unlocking greater investment from FmCg organisations depends on proving that online advertising directly drives in-store behaviour. the following case studies use independent research to close the gap between online advertising and offline sales. 31
  • 31. client mcdonald’s industry Food and beverages country/region denmark McDonald’s Tastes Online Advertising Success McDonald’s Denmark—a division of the world’s largest fast food chain— An initial phase of online marketing for the “To begin with, we did not consider online Coinoffer campaign ran from November 2005 wanted to measure the impact of its Coinoffer campaign across various advertising a bearing media. Now, the to January 2006 on MSN Home Page, Windows channels. The company worked with media agency OMD and Microsoft® Live Hotmail, and Windows Live Messenger. The picture has changed. With the help of Advertising to analyse sales and marketing data for Coinoffer products. The findings from this phase helped shape the online complex econometric models from results gave McDonald’s valuable insight into the effectiveness of the media media buying of the second phase, which ran OMD, we can see that online marketing from July to October 2006. The econometric used and helped the company refine subsequent phases of the campaign. can increase turnover. Therefore, in model revealed from phase one that “after college/work” was the most effective time to future, we will include online media influence online sales and that 18 to 24-year- when we plan campaigns.” products used msn® home Page, Client objectives olds were a core buying segment. Microsoft and blair adamson , marketing director, mcdonald’s windows live™ hotmail®, windows ● Assess the effectiveness of the Coinoffer OMD then optimised the media plan in phase live messenger multimedia ad campaign two, using demographic and day-part targeting. online advertising was the ● Obtain metrics to inform and improve the key results Campaign results most effective medium for driving offline overall efficiency of future campaigns and The modifications in phase two of the campaign Coinoffer sales. increase turnover made a tremendous difference to the value of Creative solution the Microsoft Advertising. Return on investment OMD used econometric modelling to identify from using Microsoft Advertising increased by a factors that influenced sales of the Coinoffer further 72 percent. range. It related this data to the type of media The econometric model indicated that: employed—TV, print, radio, outdoor, or online. • Microsoft Advertising was the most effective The model assessed variables, including price, medium for driving offline Coinoffer sales. product innovations, distribution, seasonality, • By phase two, every DKK1 spent on Microsoft and the advertising strategy adopted over the generated DKK2.16 of sales. course of the 2.5-year campaign. • Ads generating the highest clickthrough rates had the greatest effect on sales, with MSN Home Page leading the way. 32 For more information visit: http://advertising.microsoft.com/europe
  • 32. client kellogg’s industry Food and beverages country/region denmark/sweden Kellogg’s wakes up to an online success with Microsoft Everyone knows breakfast is the most important meal of the day. But what’s association between the brand and a positive drove an accumulated 30 percent sales uplift. In lifestyle, and to drive sales. The responses Denmark, the video ads performed particularly the most important channel in the marketing mix? For years, TV’s led the Kellogg’s collected fed into the second phase well—indeed, the combination of MSN and pack, particularly when it comes to FMCG. But things are changing quickly, of advertising. online video was 48 percent more cost-effective and many marketers are moving online. So when Kellogg’s launched a in driving offline sales than the TV component of Kellogg’s also streamed tailored versions of TV multimedia campaign driving sales of its Special K cereal range across spots online, extending the reach and efficiency the campaign. Figures show: Denmark and Sweden, it used online ads to get the message out. And it used of the TV promotion. ● In Denmark, only the online and TV ads had a some of the best tools in the industry to measure the effects. Microsoft and BrandScience (part of Omnicom measurable impact on sales—and the short- term return on investment from the online Media Group) combined forces to analyse the Client objectives ads was 48 percent greater than TV requirement increase sales of kellogg’s results of the campaign using econometric special k cereal, and accurately measure ● Boost sales of Kellogg’s Special K cereal ● In Sweden, the online competitions and modelling. They developed a robust model the effects of the online campaign ● Engage target audience with the brand tests drove 12,603 kilograms of sales, an using data collected from Special K campaigns against other channels ● Accurately measure sales effects of online accumulated uplift of over 30 percent, proof over three years, mapping weekly sales figures target audience20 to 40-year-old advertising that greater online engagement does lead to to marketing activity. The data was so accurately health-conscious women ● Encourage healthier lifestyles greater offline sales aligned that the model was able to explain 95 products used msn® and windows ● Video ads performed particularly well in Creative solution percent of sales variations in Sweden and 92 livetm messenger Denmark, increasing the reach and value of Kellogg’s teamed up with Microsoft and OMD percent of variations in Denmark. the TV campaign solution kellogg’s ran video-streaming to distribute ads across a group of hand- banner ads across selected channels on Campaign results picked channels including MSN and Windows The campaign was hugely successful, proving “The Special K campaign showed that msn, as well as windows live messenger. microsoft and Brandscience used Live Messenger. The advertising worked by that FMCG brands can reach women online. encouraging people to get into good habits online ads are a much more important econometric modelling to track effects In fact, the research found that the online on sales and measure against three years such as eating breakfast and going running. ads performed significantly better than other part of the marketing mix than most of sales and campaign data FMCG brands realise.” The campaign worked in two phases. People channels across both territories. In Sweden, key results in denmark, the short-term the banners on MSN and Windows Live peter loell , director for new media, who saw the first phase of ads took part in tests return on investment from online ads was Messenger produced a clear increase in sales, omnicom media group 48 percent greater than from tV and competitions exploring the idea of healthy habits. These were designed to strengthen the and engagement with the online competitions media agency omd 33 For more information visit: http://advertising.microsoft.com/europe 33
  • 33. 3 For more information visit: http://advertising.microsoft.com/europe
  • 34. Conclusion Media is more and more reliant on technology to achieve We are confident that the combination of our audience insight, results. In fact, the line between what we think of as measurable advertising performance, and comprehensive “technology” and “media” is beginning to blur. Microsoft expertise will continue to inspire the development of FMCG Advertising unites media and technology, enabling us to advertising across the digital landscape. connect your consumers with your advertising in new and We hope you enjoy the case studies presented in this innovative ways. We have helped countless advertisers launch compendium. They showcase a number of FMCG products, build brands, engage users, and, most importantly, subsectors—from beverages to beauty—across Europe, and drive return on investment in customised and creative ways. demonstrate how you can successfully use a variety of tools to Using both our Microsoft media brands and wider partner generate great campaign metrics. We guarantee these case network, we can help you reach the right consumer, in the studies will inspire you to think about your brand in new and right mindset, at the right time. We are recognised for the innovative ways to drive success across the digital landscape. breadth and depth of our expertise, be it in communications And, finally, Microsoft Advertising welcomes the opportunity tools, gaming, mobile, content integration, branded to partner with you to bring those successes to life. entertainment, or search. Our insight, flexibility, and technological capability combine to help put you in control. We provide analytics for all your campaigns—so you can respond, take action, or re-direct Dina Gowar spending to the most effective campaigns—and, above all, FmCg Category development manager, eliminate waste. emea, microsoft advertising For more information visit: http://advertising.microsoft.com/europe 3
  • 35. Customer reference matrix Country/region Client Industry Target audience Focus Asia Pacific Guinness Food and beverages 24 to 35-year-olds The art of conversation Belgium Mars Food and beverages 16 to 24-year-old consumers Exploring new frontiers Denmark McDonald’s Food and beverages 16 to 34-year-olds/all adults Online advertising driving offline sales Denmark/Sweden Kellogg’s Food and beverages 20 to 40-year-old health-conscious women Online advertising driving offline sales France Cacharel/L’Oréal Consumer goods 15 to 34-year-olds The art of conversation Italy Coca-Cola Food and beverages 18 to 34-year-olds The art of conversation Italy Heineken Food and beverages 18 to 34-year-olds Exploring new frontiers The Netherlands Unilever Consumer goods 18 to 24-year-old men Exploring new frontiers The Netherlands Grolsch Food and beverages 18 to 24-year-olds Building brands The Netherlands Johnson & Johnson Consumer B.V. Consumer goods 14 to 18-year-old Dutch women The art of conversation Norway Santa Maria Food and beverages 18 to 34-year-olds in Norway Building brands Spain Coca-Cola Food and beverages 13 to 22-year-olds Building brands United Kingdom Kleenex Consumer goods Housewives with kids The art of conversation United Kingdom Nivea Consumer goods Teenage women Exploring new frontiers United Kingdom Purina Consumer goods Women over 35 years of age The art of conversation United States Burger King Food and beverages Online gamers across the United States Exploring new frontiers 3 For more information visit: http://advertising.microsoft.com/europe
  • 36. For more information visit: http://advertising.microsoft.com/europe 3
  • 37. 3 For more information visit: http://advertising.microsoft.com/europe
  • 38. 3
  • 39. Further information For further information and to find out more about how microsoft advertising can work with you please go to: advertising.microsoft.com/europe/contact-us © microsoft, hotmail, msn, windows live, windows live logo and the msn logo are either registered trademarks or trademarks of microsoft Corporation in the united states and/or other countries. all other trademarks are property of their respective owners.