Cornetto Presentation (Digital Media Summit 08)

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    Cornetto Presentation (Digital Media Summit 08) - Presentation Transcript

    1. CORNETTO CASE STUDY GENUINE EMBOSSED LEATHER COVER 2008 - ALL RIGHTS RESERVED
    2. I love it when my hair is backlit!
    3. Once upon a time, Streets Cornetto and their Agency McCann knocked on Soap’s door with a set of storyboards for a Television Commercial.
    4. The Client and the Agency sat down and showed Soap the storyboard and said… “ How do we bring this to life online?”
    5. Click to view tvc…
    6. The people at Soap had a think…
    7. “ Let’s take this executioner character and turn him into a Cyber Celebrity using social networks” they cheered!
    8. 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
    9. Digital Strategy
    10. Strategy: 3 Phased Approach. Phase 3 Post-Launch Launch Phase 1 Pre-Launch Social Networks Phase 2 +
    11. Strategy - Building Blocks TERRY - THE EXECUTIONER CALVES ∞ PRODUCT RANGE EXTREME ABSURDITY SQUIRRELS ∞
    12. Phase 1: The birth of Terry.
    13. Phase 1: The BIG Idea.
    14. Click to view Terry in action!
    15. Phase 1: Content. We also aggregated topical conversation, articles, pics etc around chopping.
    16. Phase 1: Content. This wealth of content enabled Terry to start conversations with consumers throughout Phase1 building groundswell leading into Phase2.
    17. page. Phase 2: Evolution
    18. Phase 2: Evolution extended offline. We even took Terry to meet his fans at the ‘Big Day Out’!
    19. Phase 3
    20. Click to view Terry’s Greatest Chops!
    21. Results
    22. 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.
      • 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
    23. 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.
    24. 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.
    25. Contacts: Brad Eldridge Soap Creative Director Ross Raeburn Soap Digital Strategist Bernard Cheng Brand Manager - Unilever Ben Millar Digital Strategy Director – Universal McCann

    + Ross RaeburnRoss Raeburn, 2 years ago

    custom

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    Cornetto deck from this years Digital Media Summit. more

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