This a presentation that I put together in May 2011 that discusses Innocent Smoothies' success with social media. The brand identity is analyzed using all communication platforms, secondary research formed the basis of the competitive analysis, and a full out analysis using listening was used to describe and critique their social media landscape.

1. innocent smoothies
social media done well
re ally

2. Agenda
a very innocent brand identity
the environment
- our innocent audience
- the not so innocent competition
why use social media?
the innocent social media landscape
- the roadmap
- the content
- what they’re doing well
- what people are saying
- what they can improve on
appendix

3. a very innocent
brand identity

4. brand associations
friendly down-to-earth
funny healthy
“5 a day”
natural
transparent
convenient cute quirky

5. Print Ads
Their packaging (even has jokes!)
Their logo
Even people’s bank statements

6. the core identity
unadulterated lightheartedly
goodness agreeable
natural

7. the environment

8. our audience
mom wants to make sure that her and
her children easily get all the important kids want something thats yummy and
vitamins & nutrients - she wants only fun
the best from a brand she can trust.

9. our competition
milk cravendale
country life milk
(& flavored) Jersey & Guernsey
dairylea
yoplait kidz
snacks coco pops bars
soda coca cola
fanta
humdinger
tropicana go!
britvic juices capri-sun
volvic (& smoothies) del monte fruit burst
water tap robinsons

10. our competition cont’d
tvc’s
celebrity endorsements
ooh
in-store sampling
milk online entertainment
(& flavored) healthy & amusing
image, young & other tvc’s & pr
target on-pack character
sponsorships merchandizing
movie tie-ins in-store
mobile snacks celebrity endorsements
soda social media (pepsi)
online entertainment
online kids entertainment
healthy & amusing image,
cool image, teens & young target
older target promotions
tvc’s
ooh
juices tvc’s
ooh
on-pack promos (& smoothies)
water ethical & natural image,
healthy image,
mother target
older target

11. why use social
media?

12. social media compliments the brand
- its identity is down-to-earth just like social media should be
- it fits with their original collaborative & grassroots approach to
communication (& even crowdsourcing research)
social media is a great differentiator
- it amplifies their “natural” tone where everybody else uses cheap
entertainment
- very few competitors who are leveraging social media - it’s an
unsaturated space

13. the innocent social
media landscape

14. the channel roadmap
WWW
kids microsite
innocent foundation

15. content
• marketing support
• product support
• customer support • marketing support
• jokes, conversation
• organizational transparency
• marketing support
• product support • marketing support
• customer support
• conversation, jokes
• preempt problems
• marketing
• product info
WWW • transparency about products, organization, their people, sponsored events, ethical activities
• entertaining conversation
• entertainment
• marketing support
• product support
• transparency about products, organization, their people, sponsored events, ethical activities
• entertaining conversation
• preempt problems

16. the consumers are saying...
“I was borderline ecstatic... sold several Innocent flavours”
they love *http://piaks.blogspot.com
they’re thankful
they participate by suggesting
“Thank you, Innocent Drinks!
Look what baby bump and I received today: lots of
delicious goodies from the lovely people at Innocent
Drinks.” *www.mummyalarm.blogspot.com
they even beg

17. i looked at 20 posts on facebook and i saw
1 negative
17 positive
* Twitter has a similar positive skew

18. the professionals are saying...
“ No organization has embraced this ethos more than Innocent and when it comes to cultural influence, no-one has quite
captured this “down-to -earth” approach as well as it has. Innocent has also built a highly-successful brand community too.”
*http://www.newbrandtribalism.com
“Twitter activity is successful at extending the
consumer conversation and resolving consumer
queries” *http://wave.wavemetrix.com/
“Smoothie operators: innovation and timing are key to Innocent
success...incredibly innovative from the very beginning.” *http://
www.innovatrs.com
* negative posts on Coca Cola deal where ethos is questioned

19. - the tone and content of the stories they tell is always natural
- people feel engaged at every touchpoint
- they design the content to fit each platform (twitter has shorter, catchier
updates, facebook is more conversational, blog is more in depth)
- they encourage discussion, they give quick replies, and their followers & fans
are satisfied

20. what they can improve
•flickr should be more organized
•their YouTube channel should be more
prominent
- 2nd page of search results on google
- not promoted anywhere
•leverage social media to further promote their
ethical stance (innocent foundation, for
example)

21. Thank you!
did you enjoy?

22. appendix

23. product support
fun
customer support
transparency

24. blog support
preempt issues
product support
engagement!
fun
marketing support