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MSLGROUP Espalhe: Facebook Campaign For Guarana Antarctica

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In a world where everyone can produce and distribute content, and everyone is potentially a media channel competing for attention, we believe that traditional social media campaigns - that occur in …

In a world where everyone can produce and distribute content, and everyone is potentially a media channel competing for attention, we believe that traditional social media campaigns - that occur in fits and starts - are not the answer.
At MSLGROUP Espalhe, we transform brands into subjects in order to create admiration and generate something much more valuable than customers – generate fans.
Here's how we took Guaraná Antarctica from no Facebook presence in 2010 to the biggest Facebook page in Brazil and, more important, the most engaging one.
Guaraná Antarctica’s Fan Page was the first in the country to reach five million fans.

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  • The brand belongs to Ambev, witch is the biggest company in Brazil since the end of last year, when it surpassed Petrobras, the national oil company. Ambev is very well known for it’s corporate culture, based on LEAN and high-performance teams, meritocracy and metrics.
  • At MSLGROUP Espalhe, we always approach challenges considering these three pillars: Earned Media is our DNA. We transform brands into subjects in order to create admiration and generate something much more valuable than customers – generate fans. Owned Media is where we manage this legacy of fans.And Paid Media is here to broaden and accelerate reach and awareness.Today, I’ll try to show you how, using this mindset, we manage to pick up a brand that by the end of two thousand ten had no Facebook page and no relevant digital presence and helped it to become a reference as the biggest Facebook page in Brazil and, more important, the most engaging one.
  • The Guarana Antarctica social presence was established using what we call a Content Factory – as opposed to the tradicional model (mountains). There’s always something happening - campaigns and activations of all sizes, that help translate the brand proposition and establish a relevant and dinamic conversation. Thesecampaigns are the vertical steps. The horizontal steps are the owned media interactions.> Archive <We believe that, in a world where everyone can produce and distribute content, where everyone is potentialy a media channel competing for attention, campaigns in fits and starts are not the answer. There are no valleysto rest. You must have a plataform where you can combine these activations with constant interaction to manage your legacy of fans.
  • Here’s is a snapshot of Guarana Antarctica Content Factory from July 2011 to July 2012.We have small and big campaigns with ambassadors of the brand, like the football player Ronaldo. We have actions to raise engagement, while for others, the main goal was PR. And we also can see that with this strategy, we managed to grow the fan base (yellow) and the engagement (light blue). Whenthetendencyistheopposite, sinceengagementis a percentage.
  • It’s a homemade video, an activation that is very simple, bul also very alligned with the social media dynamics and the brand’s proposition.The reason we’d like to show it is because here we have the April Fool’s Day YouTube data. Andthisisthe data fromanothervideoofthesamebrand, butproducedandpromotedwiththemass media mindset.Theywereuploaded in thesamemonthandthenumberofviewsconsider similar periods.But the diference is obvious. April Fool’s Day has a much more organic growth curve. It started with as insight that is real, uses the platform in a clever way and respects the social environment. That’s why we have much more ratings, comments and favorites in the April Fool’s Day video.For us, this is conversation – not just using the platform to broadcast.
  • In earned media, we also have a team that develops strategies to impact online opinion makers.
  • We developed a proprietary tool to help us identify relevant profiles. We never pay these people to talk about us. Our work is based in providing experiences, history, something to talk about.
  • So, we transformed the brand into subject of conversation, we conquered fans. Now we have to manage this legacy.
  • So, wesaw some examplesofthe vertical steps, theearned media steps. But a veryimportantpartofthejobiswhatyou do withthesepeople in betweenthem. Howtoturnconsumersintofansandhow do youreachthefriendsofyourfans, torealytakeadvantageoftheplataform social script. And, more recently, howtoincreaseyourownershipofthesefans, toknow more aboutthemanddevelopoportunities in research, business insights, selling.
  • That’showwe organizethe social media presenceofourclients.We start studyingthebrandproposition, making a deepdivetounderstandvalues, target, challenges.Then, weneedtoestablishwhatwecallthe Social Benefit – whatamIgoingtooffertothecommunity? Webasicallyhavetoansweronequestion (ler).The Guaraná Social Benefitisallaboutmakingthemomentswithmyfriendsevenbetter.Oncewehavethe social benefit, ournorth, ourCreativeNewsroomisabletodevelopthe editorial guidelines
  • ThisisthejobofourCreativeNewsroom, wherethefirstruleistoproduce a conversationallignedwiththe atributes that are importanttotheproduct. Herewehave some examplesand in thisexercicewehavescenesof ATL commercialsand posts.Celebritieson TV andcheering for a new surf celebritythat drinks Guaraná. InnovativeandFunisactualyrelatedtothewhole case, but it isalsohave a tactictranslation in posts.
  • ThisisthejobofourCreativeNewsroom, wherethefirstruleistoproduce a conversationallignedwiththe atributes that are importanttotheproduct. Herewehave some examplesand in thisexercicewehavescenesof ATL commercialsand posts.Celebritieson TV andcheering for a new surf celebritythat drinks Guaraná. InnovativeandFunisactualyrelatedtothewhole case, but it isalsohave a tactictranslation in posts.
  • ThisisthejobofourCreativeNewsroom, wherethefirstruleistoproduce a conversationallignedwiththe atributes that are importanttotheproduct. Herewehave some examplesand in thisexercicewehavescenesof ATL commercialsand posts.Celebritieson TV andcheering for a new surf celebritythat drinks Guaraná. InnovativeandFunisactualyrelatedtothewhole case, but it isalsohave a tactictranslation in posts.
  • OurCreativeNewsroomproducesthreetypesofcontent: Basic, TestsandSpecial. The Basic oneisthedaybydayconversation, wherewemicromanageeverythingtoproduceconstantlearningandfocusonengagement.
  • Testsistotry new themes, formatsandplatformsandseeif it works for thiscommunity. Andtomakeconversationaboutthedailynews, internet memes.AndtheSpecialshoudbringanotherkindofreachandawarness, whenwhatwe post in owned media generatesearned media.
  • Someexamples:Guaraná Antarctica wasthefirstbrand in Brazilto use Vine. Hereweseethisinformation in animportant portal. A fewweeksago, thetomatowasreallyexpensive, and it became a relevantsubject. So, oneofourbrands, teachedhowto prepare a tradicional saucewithouttomato.
  • Well, concluding the owned media part, I think we can just overlook Listening, Crisis Committee and Social CRM.
  • That’s how we understand Listening. You have monitoring and reports. Then you have agencys than are very good in analysing the results. We can take it to another level. Let’s see a case that started here.
  • This is a fluxogramthat we use with the Listening Team, to show how it starts – we see here collection comments of Facebook, Collection Tool. We have some check points, like Is it negativeIs it an opportunity?But we can go deeper into this later.
  • Last year we also feel the need to formalize a Crisis Committee that has weekly meetings, is constantly studying and producing literature. This is something the fee normally doesn’t include. The brand pays when it’s necessary.
  • And Social CRM, that became an important subject because, in the end of the day, OUR fans belong to Facebook.
  • We are right now developing theGuaraná Antarctica Social CRM. To increase ownership, we are recreating their site.
  • And last, but not least, the importance of a continuous learning framework.There’s this great thing about digital: you can track and monitor everything. But you also have to consider that things change all the time: the platform, the metrics, the community behavior, rules chance from brand to brand.
  • Thisgraphic shows how we track content practices performance. A content practice is a theme or format that work like an editorial column. They build this basic line of conversation. The team have weekly meetings to discuss this: is it still working, let’s adapt, let’s bring new ones.
  • To conclude, here we are looking to two Ambev brands. Guaraná and Skol, the biggest beer brand, young, digital, very rich.In the begging of our work, Skol was the unreachable benchmark. And for a while now, not only Skol, but all other Ambev brands are learning from Guaraná.
  • Ambev leads the way. At the very begining (2011) it was not the most important company. Now it is. BasedmostlyonGA’s performance. These numbers are from IndexSocial. Our focus on performance and learning led us to develop a proprietary tool called IndexSocial. With IndexSocial, we can keep track, identify movements, compare hundreds of brands. Index Social will be the subject of a presentation tomorrow.
  • And the take outs. What was important in the process.

Transcript

  • 1. SECOND BEST-SELLING SOFT DRINK IN THE COUNTRY MAIN NON-ALCOHOLIC BEVERAGE BY AMBEV BRAZIL’S BIGGEST COMPANY AND PART OF AB INBEV
  • 2. Media Performance Content Video Technology Planning Operations Amplificatio n SOCIAL DNA, PR TECHNIQUES, DIGITAL FOCUS, EDITORIAL TALENT, PERFORMANCE
  • 3. - Insights Ambev engagement methodology Fans Engagement 23-jul-12 2-jul-12 11-jun-12 21-mai-12 30-abr-12 9-abr-12 19-mar-12 27-fev-12 6-fev-12 16-jan-12 26-dez-11 5-dez-11 14-nov-11 24-out-11 3-out-11 12-set-11 22-ago-11 1-ago-11 11-jul-11 20-jun-11 30-mai-11 9-mai-11 18-abr-11 28-mar-11 7-mar-11 14-fev-11 24-jan-11 3-jan-11 8,000 160% 7,000 140% 6,000 120% 5,000 100% 4,000 80% 3,000 60% 2,000 40% 1,000 20% 0% Muleke FC Garota Guaraná Mega Sena Ronaldo e Beckham
  • 4. A B
  • 5. Earned Media Amplification
  • 6. PURPOSE - Make the brand stories also take place outside their proprietary profiles. - Leverage organic growth. - Establish consistency (as opposed to opportunistic activation). - Identify and activate ambassadors and sensitive profiles.
  • 7. PURPOSE - Make the brand stories also take place outside their proprietary profiles. - Leverage organic growth. - Establish consistency (as opposed to opportunistic activation). - Identify and activate ambassadors and sensitive profiles. PROPRIETARY TOOL CONTINUOUS RELATIONSHIP MERIT EXPERIENCE
  • 8. Owned Media
  • 9. BASIC • Constant translation of the Social Benefit • Regular content practices • Micromanagement to produce learnings • Focus on engagement Guaraná: - Smart sentences about friendship - Quizzes featuring the product - Crowdsourcing pictures associating Guaraná with food - Special dates TESTS SPECIAL • New themes, formats and plataforms • Owned Media generating Earned Media • Focus in memes, news and trends that can relate to the brand and originate a real-time marketing content • Guerrillla creativity • PR Focus • Different kind of reach • Best ones can be introduced in the basic content planning
  • 10. BASIC TESTS SPECIAL • Constant translation of the social profit • New themes, formats and plataforms • Owned Media generating Earned Media • Focus on engagement • Focus in memes, news and trends that can relate to the brand and originate a real-time marketing content • Guerrillla creativity • Regular content practices • Micromanagement to produce learnings • PR Focus • Different kind of reach • Best ones can be introduced in the basic content planning
  • 11. BASIC TESTS SPECIAL • Constant translation of the social profit • New themes, formats and plataforms • Owned Media generating Earned Media • Focus on engagement • Focus in memes, news and trends that can relate to the brand and originate a real-time marketing content • Guerrillla creativity • Regular content practices • Micromanagement to produce learnings • PR Focus • Different kind of reach • Best ones can be introduced in the basic content planning • The first brand in Brazil using Vine
  • 12. Owned Media Listening - Crisis Committee - Social CRM
  • 13. Listening “Less about us, more about them” Owned & Earned Media expertises: relationship, social behavior and campaign insights Analysis, crisis management and official statements
  • 14. Crisis Committee WHAT IT IS? WHAT IT DOES?
  • 15. Social CRM “Fans first, not Facebook first” ALCANCE FB POST ENGAGEMEN T POST ORG REACH PAGE ORG REACH PRE POST 0,6% 0,1% 11,2% 6,0% 39,7% 30,2 % ENGAGED USERS 7,3% 2,0%
  • 16. Social CRM “Fans first, not Facebook first” Increase ownership Campaigns, apps with fishing opportunities Redefining proprietary platforms to hold and manage this legacy • • • • • Customize (preferences, behavior, target) Research Reward Business/ relationship insights Sell
  • 17. Owned Media Continuous-learning Framework
  • 18. Content Practices AVG. WEEKLY ENGAGEMENT sorte do dia sinalizador regras do facebook horóscopo objetivo texto segredo pareço legal morando sozinho Tipos de Beijos Outros Pontuais 0.05% 0.05% 0.05% 0.04% 0.04% 0.03% 0.03% 0.03% 0.03% 0.03% 0.02% 0.02% 4.50% 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% TOTAL ENGAGEMENT S13 S14 S15 S16 S17 S18 S19 texto objetivo regras do facebook Source: Facebook Insights Average engagement per post (interactions/base) / Total engagement on the page With midia sorte do dia segredo horóscopo Tipos de Beijos sinalizador morando sozinho pareço legal Pontuais Outros S20
  • 19. Call-to-Action/ Images 0.20% 0.12% 0.08% Photo 0.14% Status w/ Call to Action S01 S05 S09 S13 S17 S21 S25 S29 S33 S37 S41 S45 S49 w/o Call to Action Photo Status
  • 20. Posting Elasticity 6.0% 0.17% 0.16% 4.0% 0.15% 2.0% 0.14% 0.0% 0.13% WK11-WK14 24 WK16-WK19 36 Total engagement Avg engagement p/post 80% 40% 60% 30% 40% 20% 20% 10% 0% 0% WK11-WK14 24 WK16-WK19 36 Organic reach (7 days) Organic Reach (day)
  • 21. Heat Mapping AMBEV 7:00 AM - 8:59 AM 9:00 AM - 10:59 AM 11:00 AM - 12:59 PM 1:00 PM - 2:59 PM 3:00 PM - 4:59 PM 5:00 PM - 6:59 PM 7:00 PM -8:59 PM 9:00 PM -10:59 PM 11:00 PM - 0:59 AM 1:00 AM - 2:59 AM 3:00 AM - 4:59 AM 5:00 AM - 6:59 AM MON TUE WED THU FRI SAT SUN
  • 22. 2011 UNWEIGHTED 2012 WEIGHTED Likes + comments + shares Fans Each type of interaction had a different weight Likes 1ppt, comments 2 ppts and Share 3ppts 9% 49% 30% 40% 36% 36% 36% 36% 48% 8% 34% 48% 47% 25% 7% 28% 47% 46% 6% 35% 30% PS = INTERACTIONS REACH (Post Score) 20% 46% 25% 5% 45% 20% 44% 13% 44% 3% 13% 15% 11% 10% 43% 10% 5% 3% 42% 0% Eng Likes Points Share dec/12 nov/12 oct/12 sep/12 aug/12 jul/12 jun/12 0% jan/12 41% 5% may/12 0% 5% mar/12 1% 6% feb/12 2% apr/12 4% 15% %SHARE = SHARES REACH
  • 23. UNWEIGHTED WEIGHTED Likes + comments + shares Fans It type of interaction had a different weight Likes 1ppt, comments 2 ppts and Share 3ppts 2013 ENGAGED USERS 49% 30% 40% 36% 48% 8% 34% 48% 47% 25% 7% 6% 35% 4.0 3.5 30% 3.0 25% 2.5 20% 2.0 15% 1.5 10% 1.0 5% 0.5 0% 28% 47% 46% 36% 36% 36% Millions (28 days) 9% 0.0 20% 46% 5% 15% 44% 13% 44% 13% 11% 10% 43% 0% 0% jan-13 41% 3% Eng Likes Points Share jun-13 42% 5% may-13 5% 1% 6% apr-13 2% mar-13 3% feb-13 45% 4%
  • 24. Benchmark Guaraná Fans Skol Fans Guaraná Eng Skol Eng 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 3.1% 2,000,000 - 1.9% Average Engagement Facebook Brazil: 2.0% 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%
  • 25. Benchmark Guaraná Fans Skol Fans Guaraná Eng Skol Eng 14,000,000 60% 12,000,000 50% 10,000,000 40% 8,000,000 30% 6,000,000 20% 4,000,000 10% 2,000,000 - 0% Average Engagement Facebook Brazil: 2.0%
  • 26. Ambev 41.203,3 Ambev 2.888,0 set-11 27,8MM Ambev Diageo dez-12 250,5MM Kraft L'Oreal p&g Unilever Other CPG Companies
  • 27. Take Out GUARANÁ ANTARCTICA HAS BECOME “BRAZILIAN MOST SOCIAL BRAND” DUE TO: – a bold Client: nonconformist, quick decision-maker, results oriented and courageous brand and people – a continuous-learning Framework: tireless efforts to understand all social platforms by measuring everything – an active content factory: great content, lots of experimentation and Guerrilla campaigns – a clear focus on earned media: every campaign is tailored to be spreadable – micromanaging Paid Media: understanding and focusing on what media brings better results.
  • 28. Thank you! Top 50 Creative Companies in the World (AdAge/ July 2012)