Word of Mouth - a tool for Measurement: a campaign draft (using a real client) to exemplify how we can use WoM as a Research Tool. Feel free to share end comment!

1. Atelier Sweet & Cake
From Blogs to Buzz – Final Project
Isabella Mazzaro
June, 28th, 2012

2. Client (Brand)
Danielle Andrade Sweet&Cake
Danielle is a chef pastissier from São Paulo who makes her products on a very
artisanal way, using top and imported ingredients – what makes her products
very expensive for Brazilian market – selling for a restricted triple A target.
Her products are sold by pre order only, she doesn’t sell at stores (to maintain
the quality and personalized work) and her main business focus are Weddings
(cakes, chocolates sweets and coconut candies).
Just to have an idea of price, a wedding cake may costs US$ 5000 (10.000 BRL)
and a box of diverse chocolate sweets (24 units) may costs US$100 (200 BRL).

3. OBJECTIVE
Primary:
Make the brand known outside their restricted clients world
* Some actions for this Primary Objective were already done and/or still ongoing.
Secondary:
Measure the acceptance of their Coconut Sweet before they get into a
retail mkt.

4. Target
Current Clients:
Women
Prospective :
25-55 years old
Women
Luxury buyers (AAA)
Men
Professionals
25-40 years old
Married
Mid-Luxury > Luxury buyers
Mothers
Traditional Careers
(Layers, Doctors, Banks)

5. SWOT
Strengthens: Weakness:
• High quality Products • Timing
• Well connected clients • Logistics
• Increased Production team
• Engaged Costumers
Opportunities: Threat:
• Fashion Season in Brazil • Competitors
• São Paulo on the Spotlights • (they are starting to wake up)
• School Vacation Period
(winter break)

6. STRATEGIES
Use Buzz Mkt in order to present / spread the product to a new and
unknown target.
Analyze the post-campaign results to
measure the acceptance inside this market.
The Analysis is very important to help the client to dimension their
business and control their production / logistics.

7. INFLUENCERS CONNECTORS:
PRESS
HIGH END MILLENIALS
BLOGGERS
WEDDING PLANNERS
LOYAL CLIENTS
SEGMENTED MEDIA
FASHION BUSINESS PEOPLE
FACEBOOK
P.R

8. STRATEGIC PARTNER
A luxury Fashion Brand in Brazil, with some important focal points that
match with our business and target:
1- High End consumers
2- Luxury Clothing
3- Unique Design (Classic & Trendy)
4- Modern Textile Technologies
5- Located on the most expensive SP
Neighborhood
6- Minimum purchase spending: US$ 100
And a plus that makes all the difference: the owners are clients of the Atelier!

9. STRATEGIC PARTNER

10. SOME OTHER STRATEGIC PARTNERS
Segmented Blogs
Event Planners / Partners
Photographers

11. THE IDEA
Use Animale as a strategic partner to help the Atelier to introduce
their Coconut Sweet , by sampling to their clients between 2 specific
dates:
1- Fashion Week
2- Promenade Chandon
The Store is locate less then 1
mile away from the Grocery
Store.

12. TACTICAL
Press:
The PR will send the release about this action to the segmented media.
Social:
ANIMALE FANPAGE: will tell their fans/costumers to drop by, see the
collection and taste a sweet.
ATELIER FANPAGE: will do the same, and also post content (pictures,
text) during the action.
Digital:
Newsletter for clients who live at the neighborhood or nearby.

13. TACTICAL
Experience:
During July/August, all Animale clients, who drop by the store to see /
buy the new arrivals, will receive a small box with 8 Coconut Sweets
– all flavors – as a sampling.
Social Events:
On August we have a Chandon Promenade Event.
Is similar to Fashions Night Out here, where some blocks are closed,
the stores still open till midnight on a Sunday. All sponsored by Moet
Chandon.
It means: huge movement >> high visibility to Animale !

14. TACTICAL
Geotargeting:
We will create our FOURSQUARE to reward some CONNECTORS.
Content:
The Fan page content will be a little more different during the period.
It will not talk only about chocolates, cakes, but about FASHION and
MUSIC >> CONTENT AS A TOOL TO ENGAGE.
Celebrity Engagement:
As we have celeb. Clients, The Chef will be in touch personally with
them doing a very VIP sampling or a VIP degustation of new flavors.

15. TACTICAL
“ATL”:
We will start to introduce the new LOGO with a new Gift Tag (print).

16. WRAPING EVERYTHING
SAMPLING AWARNESS
DIGITAL
ENGAGEMENT
PRESS
EVENT SPONTANEOUS
MEDIA
GEOTARGETING ATTENTION
CELEBRITY
CONTENT
SALE
BUZZ
ATL –
TAG/LOGO

17. MEASUREMENT
I decided to split the measure according to the ongoing tactical. Is easy to cross
the data later and also to measure the buzz on a more effective way.
Digital : Event / Sampling:
Google Analytics: Field Monitoring:
• Website traffic • Similar to field research (cool hunting), the
• Origins focus is not on the patterns, but on the
• Time reactions.
• Bounce • Storage monitoring: to measure sampling
acceptance.
Content / Social:
Facebook Metrics: Press:
• Traffic Media Monitoring:
• Engagement (content) • Number of spontaneous
media we’ve got.

18. Design by Michaella Schorr
Photos by http://www.flickr.com/photos/gabrielkaffka/