Best case studies: Social Media 2011

Best Social Media Case StudiesTwitter / Facebook YouTube / Mobile / Secret Bonus… November 2011

Sommaire1. TWITTER2. FACEBOOK4. YOUTUBE5. MOBILE6. SECRET BONUS7. tequilarapido

Twitter

To increase awareness Twitter drives buzz and box office results for Paramount’s Super 8.

The Challenge Paramount’s Super 8 was challenged with a modest budget in a summer full of huge blockbusters.Their goal:Quickly increase awareness and ramp-up box office results foropening weekend.

The SolutionParamount used a singleTweet combined with aPromoted Trend toexclusively announceearly screenings a fullday in advance of thepremiere.After igniting the conversation with early screenings, asecond Promoted Trend ran the day of the film’s premiere tokeep the buzz and excitement high.

The Results The Twitter exclusive sneak previews generated: $1 million in box office receipts Receipts for the opening weekend surpassed expectations by 52%Source: http://bit.ly/vklhAH

To build an engaged follower base and to drive ticket sales Cirque du Soleil uses Promoted Accounts and Promoted Tweets to build an engaged follower base and to drive ticket sales.

The Challenge Cirque du Soleil wanted to grow its audience by extending the excitement and emotion surrounding the on-stage experience for which it is famous.The company has successfully leveraged a mix of marketingchannels including email, a loyalty club and an extensive websiteto spread that brand experience to create a more personalconnection.

The Solution• In real-time to answer questions about upcoming shows and to get feedback about past performances.• “Asking our Twitter followers about the show they have just seen brings back vivid memories for them. They love to talk about performances they’ve seen. We retweet these comments to extend the reach and emotional resonance of our performances.”• After Cirque du Soleil used Promoted Tweets to announce promotions, tour dates and announcing a three-day ticket promotion.

The Results $ 360 followers per day directly from Promoted Accounts. During the same time period, it also organically gained over 340 followers per day. A higher return compared to some of the more traditional forms of marketing.Source : http://bit.ly/rWBhfR

Bonus:Best Of Twitter TV

Facebook

Share a real life experience on Facebook Recognition technology and Coca Cola.

The Challenge Across Israel, Coca-Cola have hosted a range of summer activities bringing teenagers together…The goal:To ensure that these events and activities could be shared acrossFacebook.

The SolutionCoca Cola using facialrecognition technologyto create Facebookposts:the Facelook Machine.Users can post comments and pictures to their Facebook wallusing only their faces as identification.The application identifies the user and posts an automaticcomment which relates to the activity closest to where they arelocated.

The Results Tens of thousands of people used the FaceLook machines to share their experience The second innovative real world campaign The first RFID campaign results: 650 teenagers during 3 days and over 35,000 ‘Likes’ were made.Source : http://bit.ly/vN8APR

To increase the number of fansThe Clorox Company owns a variety of household brands.The latest innovations is Green Works cleaners, a line of naturallyderived laundry and home cleaning products.

The Challenge Build brand awareness of the relatively new Green Works cleaning products line through special offers, consumer engagement andphilanthropic initiatives.Another goal involved driving traffic to its website:www.greenworkscleaners.com.

The SolutionClorox ran Premium PageAds onthe Facebook homepage.The campaigns offering coupons wereoften more direct, with the $3 offer.Users could click to download the coupon.Target: : Females 25- to 54-years old wholist keywords related to cleaning in theLikes and Interests.

The Results More than 20,000 Green Works Facebook fans voted on the Green Heroes Grant Program, selecting winners from the “youth,” “adult” and “schools” category from among more than 400 entries. During the $3 off on Green Works laundry detergent campaign that ran during 2 month, the engagement rate reached 0.11% Nielsen study found that thecampaign drove a significant 12% increase in awareness of the brand.Source :http://goo.gl/r41mC

Facebook for small businessThe California Wine Club is a wine-of-the-month club featuringlabels from the state’s small family-owned wineries.Since 1990, the Boring family’s mission has been to introducewine enthusiasts to new wines that can be proudly served in thehome.

The Challenge Increase the amount of targeted Facebook fans to help grow awareness and develop Facebook into the largest referral source for new paying club members.

The SolutionActivate North Social’s apps to customizetheir Page, providing monetary and socialincentives for fans to share the Pageelements with their Facebook friends.North Social’s Deal Share app was aperfect fit, as it directly contributed tosales, but also provided incentive forbuyers to share the deal with friends.In addition, a creative use of the ViralWave app could help many enthusiastsconvert their friends and family.

The Results Added over 5,000 fans and generated 50 new customers with the Deal Share app. The Deal Share app provided the company with a new source for ringing the cash register: it generated 50 new customers. Added over 3,500 fans from the Viral Wave Generator app.Source : North Social

Bonus:Behind the Scenes of the Nike Facebook Campaign “Ignite the Graph”

YouTube

To build awareness

The ChallengeThe aim of the campaign was to buildawareness and association of Gillettewith the “Future Champions” of ItalianSoccer.With the 2010 World Cup imminentthe aim was to foster brandengagement amongst emergingshavers (Males aged under 25).

The SolutionThe campaign was a large multimedia campaign including strongdigital interactive elements, YouTube and Search advertising.

The Results YouTube delivers incremental net reach over TV: 35% of those exposed to YouTube had no contact with the TV campaign. YouTube was highly effective in delivering against brand KPIs. YouTube is significantly more cost efficient than TV. YouTube and TV work better togetherYouTube delivers effect at a lower frequency than TV.Source : http://slidesha.re/tOuIRE

To build awareness T-Mobile Lifes For Sharing

The ChallengeLaunch new brand positioning “Life’s forSharing”.Drive word-of-mouth about T-MobileAnd support cross media activity.

The SolutionT-Mobile’s riff on Frozen Grand Central, a spectacular 2½ minutefilm in which 350 choreographed dancers disrupted andconfounded commuters at Londons Liverpool Street station, firstaired during Celebrity Big Brother on a Friday night in mid-January.Consumers uploadeed their own dances, event footage andspoofs.

The Results Film uploaded onto YouTube with over 12m views as people shared the content with their friends. Consumers uploadeed their own dances, event footage and spoofs. 95, 000 people downloaded film from digital outdoor screens via bluethooth. Handset sales went up 22%. Highest ever footfall for T- Mobile stores.Source : http://bit.ly/tVMniJ

Bonus:Cloverfield - Viral Marketing Case Study

Mobile

Using Mobile, Location and QR Codes to Inspire BrandEngagement

The ChallengeAs a super sponsor ofSXSW, Chevy used theevent as a showcasefor the Volt and theCruze and test bed formobile marketing.Chevy wanted to build awareness among attendees for both thevehicles before the major marketing pushes began, but it didn’tnecessarily see SXSW a near-term lead-generating opportunity.

The Solution• Geo-location program : when Gowalla (location-based social network ) users arrived at the Austin airport, they received a welcome message from Chevy. Randomly chosen users received invitations for a free ride from the airport in Chevy brand cars.• Chevy affixed QR codes on pre-production models of the Volt and Cruze. The codes, when photographed with a camera phone, launch a microsite highlighting key vehicle features.• Chevy also dipped its toe into augmented reality at SXSW via the Chevy iReveal app, which enabled attendees to see 3D models of cars on the Austin streets.

The Results Chevy reported 874 iReveal Virtual Reality downloads, and by tying in Gowalla, the brand reported that several hundred people saw the Chevy welcome message when they checked in at the airport. More than 40 people completed the downtown walking trip, making it among the top most completed trips on Gowalla for a month. There were 730 check-ins by 446 people at the Volt Recharge Lounge which Chevy reports was the second- highest number of check-ins behind the SXSW badge pick-up location.Source : http://bit.ly/tVMniJ

Engage the consumer in a meaningful and relevant way “We want to make their life easier and to get closer to them during the point of purchase.” Ed Kaczmarek Director of Innovation, Consumer Experiences Kraft Foods

The ChallengeCreate a halo ofinnovation and helpsposition Kraft ascontemporary. “It really has connected us to the consumer closer to the point of purchase in a relevant way. The most important thing is we’re providing utility above branding.”

The SolutionThe iFood Assistant provides a Recipe of theDay idea for seven days, as well as DinnerTonight suggestions.It allows users to search our database of over7,000 tested recipes, all with photos.Users can sign in to iFood Assistant and their recipe box andshopping list will also be saved online.They can go to KraftFoods.com and access that recipe orshopping list and share it with friends

The Results Six months after people download the app, Kraft Food has noticed 60% of continued user engagement. More like 5% continued engagement two months after download. 25% men using the platform. Over 90% of the people signing in to the iFood Assistant are new to the Kraft Foods environment so it has really been a great acquisition vehicle for Kraft Food.Source : http://bit.ly/rqBF2L

Bonus:Google Mobile 2011: marketing stats

Secret Bonus… Linkedin

Impact B2B targets

The Challenge Create an interactive marketing campaign to promote the new Volkswagen Passat.

The Solution• “LinkedUit” or “LinkedOut” gives anyone who challenges a friend the chance to win a brand new Volkswagen Passat, and all you have to do is have the strongest LinkedIn profile in Holland.• Once you connect with the site here, it challenges a chosen connection on education, experience, recommendations and connections to award the LinkedIn victor, and the LinkedOut looser.• The power of this plays to the competitive corporate nature of most humans.

The SolutionSource : http://bit.ly/rVglyK / http://bit.ly/tRohNV

The Results

@tequilarapidoStrategy Department

TEQUILARAPIDOTEQUILASUNRISE

http://blog.kinoa.com	1313
http://www.narominded.com	378
http://www.conseilsmarketing.fr	231
http://paper.li	147
http://catherine-est-unanime.blogspot.com	100
http://jeremieaubert.posterous.com	96
http://paospada.tumblr.com	69
http://feeds.feedburner.com	63
http://www.petitweb.fr	58
http://www.conseilsmarketing.com	38
http://www.stonepower.fr	29
http://us-w1.rockmelt.com	28
http://paolospada.com	21
http://www.sociallyperforming.com	19
http://www.scoop.it	16
http://posterous.com	13
https://emakina.bluekiwi.net	10
http://www.netvibes.com	9
http://www.linkedin.com	9
http://a0.twimg.com	9
http://lerins	8
http://tweets.web-interviews.com	4
http://ids33025.delosmail.com	4
http://www.twylah.com	4
http://tweetedtimes.com	4
http://recette.aereco-refonte.kinoadev2.com	4
http://www.paperblog.fr	3
http://catherine-est-unanime.blogspot.de	2
http://catherine-est-unanime.blogspot.fr	2
https://posterous.com	2
http://translate.googleusercontent.com	2
http://www.bonweb.fr	1
http://webcache.googleusercontent.com	1
http://messagerie-12.sfr.fr	1
https://si0.twimg.com	1
https://twitter.com	1

Best case studies: Social Media 2011

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