CORNETTO CASE STUDY GENUINE EMBOSSED LEATHER COVER 2008 - ALL RIGHTS RESERVED

I love it when my hair is backlit!

Once upon a time, Streets Cornetto and their Agency McCann knocked on Soap’s door with a set of storyboards for a Television Commercial.

The Client and the Agency sat down and showed Soap the storyboard and said… “ How do we bring this to life online?”

Click to view tvc…

The people at Soap had a think…

“ Let’s take this executioner character and turn him into a Cyber Celebrity using social networks” they cheered!

3 Phased Strategy What followed next was the development of a 3 Phased digital strategy that used Terry the executioner as the springboard. 1 2 3

Digital Strategy

Strategy: 3 Phased Approach. Phase 3 Post-Launch Launch Phase 1 Pre-Launch Social Networks Phase 2 +

Strategy - Building Blocks TERRY - THE EXECUTIONER CALVES ∞ PRODUCT RANGE EXTREME ABSURDITY SQUIRRELS ∞

Phase 1: The birth of Terry.

Phase 1: The BIG Idea.

Click to view Terry in action!

Phase 1: Content. We also aggregated topical conversation, articles, pics etc around chopping.

Phase 1: Content. This wealth of content enabled Terry to start conversations with consumers throughout Phase1 building groundswell leading into Phase2.

page. Phase 2: Evolution

Phase 2: Evolution extended offline. We even took Terry to meet his fans at the ‘Big Day Out’!

Phase 3

Click to view Terry’s Greatest Chops!

Results

Results Digital Campaign Metrics: Initial KPI’s were set at 500,000 video views. Over 1 million unique browsers watched Terry videos BEFORE any traditional above the line media went live. Total Videos Viewed: 1,537,331 Total Comments Received: 1,736 Total Pics Viewed: 41,658 Total Profile Views: 171,792 TOTAL TERRY TOUCHPOINTS: 1,752,517 * Results as of March 2008 48 mil ads served 6.5 mil UBs reached.

Digital Campaign Metrics:

Initial KPI’s were set at 500,000 video views.

Over 1 million unique browsers watched Terry videos BEFORE any traditional above the line media went live.

Total Videos Viewed: 1,537,331

Total Comments Received: 1,736

Total Pics Viewed: 41,658

Total Profile Views: 171,792

TOTAL TERRY TOUCHPOINTS: 1,752,517

* Results as of March 2008

Business Results: Gained market leadership +11.1% market share gain v 2007 Sales growth: +13% v 2007 – the highest sales for Cornetto EVER ! Clear differentiation in the market place of Cornetto v the competitors

Business Results:

Gained market leadership +11.1% market share gain v 2007

Sales growth: +13% v 2007 – the highest sales for Cornetto EVER !

Clear differentiation in the market place of Cornetto v the competitors

Key learning's from a client perspective Social Media: Cost efficient way in extending the longevity of the campaign. Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch. Brand extends beyond the rational/ functional benefits into an emotional territory Huge engagement & interaction with target market. Adaptable, flexible environment with instantaneous feedback.

Social Media:

Cost efficient way in extending the longevity of the campaign.

Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch.

Brand extends beyond the rational/ functional benefits into an emotional territory

Huge engagement & interaction with target market.

Adaptable, flexible environment with instantaneous feedback.

Key learning's from a client perspective Social Media: Cost efficient way in extending the longevity of the campaign. Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch. Brand extends beyond the rational/ functional benefits into an emotional territory Huge engagement & interaction with target market. Adaptable, flexible environment with instantaneous feedback.

Social Media:

Cost efficient way in extending the longevity of the campaign.

Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch.

Brand extends beyond the rational/ functional benefits into an emotional territory

Huge engagement & interaction with target market.

Adaptable, flexible environment with instantaneous feedback.

Contacts: Brad Eldridge Soap Creative Director Ross Raeburn Soap Digital Strategist Bernard Cheng Brand Manager - Unilever Ben Millar Digital Strategy Director – Universal McCann