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#iRemember Social Media Case Study by ComFu - ArabNet Beirut 2014


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#iRemember… not only an amazing experience, but also an experiment joining Com Fu, Barista Espresso and the Online Community!

With Social Media falling gradually into the trap of Traditional Media, a disruption of the routine was needed.
For this purpose, a Social Experiment was devised by moving content creation from the Brand to the People and creating the first CSR campaign for Barista Espresso.

This gave birth to a 360 degree activation on Alzheimer’s Awareness Month, where people contributed through the different Social Media Platforms in support of the Alzheimer’s Association of Lebanon.

Published in: Social Media, Business, Technology
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#iRemember Social Media Case Study by ComFu - ArabNet Beirut 2014

  1. 1. THE BRAND • Founded 1999 • The Barista pod revolutionized the market bringing premium espresso, packaged for freshness and taste, into the homes restaurants, schools, hotels, businesses and fine retail outlets of countless coffee enthusiasts • Its huge facility located in the industrial district of Sed El Bouchrieh is where 1,500,000 espresso pods are produced monthly, in flavors like Auro Perfetto, Columbian and the new Cardamom blend. • Barista's aim is to supply exceptional coffee to a satisfied consumer base, through dedicated after sales service and support • Facebook: 36,219 Likes | Twitter: 1,077 Followers
  2. 2. CHALLENGE Social Media falling gradually into the trap of Traditional Media - Break the routine of repetitive interactive posts - Brands continuously initiating the interaction - Move the content creation from the Brand to the People - Create an activation where people can contribute through all platforms and all communication mediums - Upgrade Game Engagement from only Fun to both Fun & Personal
  3. 3. BENEFITS OF COFFEE - Coffee Can Improve Energy Levels and Make You Smarter - Coffee Can Help You Burn Fat - Coffee Can Drastically Improve Physical Performance - Coffee Contains Essential Nutrients - Coffee May Improve Long Term Memory - OTHER…
  4. 4. SCIENTIFIC RESEARCHES Coffee may Improve Long Term Memory European Journal of Neurology Neurological Research Journal Journal of Alzheimer's Disease
  5. 5. THE FACTS o 30,000 cases of Alzheimer’s disease in Lebanon. o It’s the MOST COMMON type of Dementia in Lebanon. o 34 million people will have dementia in 22 years. o An estimate of 24 million people in the world with Dementia.
  6. 6. o About: Non-profit organization with the mission of improving the quality of life for people with dementia and their caretakers. o Objective: Raising public awareness throughout Lebanon hoping to eliminate the fear caused by Alzheimer’s mental disorder. Alzheimer’s Association Lebanon
  7. 7. ObjectivesTHE OBJECTIVES 1. Create first online CSR Experiment for Barista 2. Join the Business with the Social to support a Cause 3. Involve the people in the creation of the Campaign content 4. Create synergy through all Social Media channels and launch Instagram and Twitter for the brand 5. Diffuse a positive image of the brand 6. Highlight benefits of coffee
  8. 8. Corporate Social Responsibility CSR: It’s when a business does more for the wellbeing of others than required in an economical and legal sense. DIFFERENT TYPES OF CSR o Environmental CSR: Focuses on eco-issues such as “climate change”. o Community based CSR: Businesses work with other organizations to improve the quality of life of the people in the local community. o HR based CSR: Projects that improve the wellbeing of the staff. o Philanthropy: Businesses donate money to a good cause, usually through a charity partner.
  9. 9. 6 Reasons Why a Business Would Want to Get Involved in CSR: 1- Satisfied Audience 2- Satisfied Employees New Recruitment Opportunities + Team Satisfaction 3- Positive PR An opportunity to share positive stories online & through traditional media. 4- More Business Opportunities Because of continuous interaction with other parties, your business will be the first to know about new business opportunities. 5- Long Term Future for Your Business CSR is all about achieving long term results and business continuity. 6- KARMA! Corporate Social Responsibility
  10. 10. #iRemember YOU CREATE WE DONATE
  11. 11. The Concept Brief DIRECTIONS o Design the campaign around #iRemember o Create content to guide the people to create content o Use the relationship between Coffee and Memory o Clearly explain that 1$ will be donated per each unique:  Facebook Post  Twitter Tweet  Instagram picture
  12. 12. What’s your Story? DIRECTIONS Participants will be telling stories by sharing their memories using the hash-tag #iRemember through posts, tweets and pictures. o Stories can be related to anything that is of personal significance to all participants. o Example of topics to be covered:  Love  Education  Family  Holidays  Good Times
  13. 13. Content Examples #iRemember my first ballet lesson! #iRemember the day I met my life companion #iRemember my mom’s bed-time stories #iRemember my first day at school THE CONTENT - GUIDING
  14. 14. Content Examples Moderate coffee consumption can appreciably reduce your risk of Alzheimer’s or delay its onset. #iRemember Women who drink coffee are less likely to suffer memory loss at a later stage. #iRemember THE CONTENT - INFORMING
  15. 15. Implementation 360 ° Activation tf
  16. 16. Facebook Cover Picture
  17. 17. Facebook Posts What’s the best memory you've ever had? Share with us a special memory using #iRemember. Support Alzheimer’s research in Lebanon!
  18. 18. The Application
  19. 19. Twitter Timeline
  20. 20. The Content “Memory... is the diary that we all carry about with us.” - Oscar Wilde #iRemember. Donate 1$ by using #iRemember. Share with us the special memories you'll always carry!
  21. 21. #iRemember amazing sisterly moments. The Content
  22. 22. #iRemember my childhood’s rocking horse The Content
  23. 23. #iRemember my first baby born The Content
  24. 24. #iRemember her 2nd birthday! The Content
  25. 25. #iRemember the day I fell in love with you! The Content
  26. 26. #iRemember the day I married her The Content
  28. 28. Community Engagement @serenade_87: #iRemember the one who makes me smile
  29. 29. Community Engagement @McMullenAtor: #iRemember when his tiny hand took my finger for the first time
  30. 30. Community Engagement @CaffeineHanine: #iRemember when my mum would drop me at school & I would cry for her to come back
  31. 31. Community Engagement @CariineElKhoury: #iRemember when we first saw each other
  32. 32. Twitter Regional Trends
  33. 33. Positive Emotions from Audience
  34. 34. Press Coverage Al Balad Newspaper –27 September 2013
  35. 35. Press Coverage Al Mustaqbal Newspaper – 25 September 2013
  36. 36. Press Coverage – 27 September 2013
  37. 37. Press Coverage Al Mustaqbal – 15 October 2013
  38. 38. Press Coverage Fairuz Magazine – November 2013
  39. 39. Press Coverage Layalina –November 2013
  40. 40. Press Coverage Astuces Parents – November 2013
  41. 41. Press Coverage Elle Oriental –November 2013
  42. 42. Press Coverage Mondanite –November 2013
  43. 43. Press Coverage Spécial –November 2013
  44. 44. Press Coverage Executive –November 2013
  45. 45. Money Donated
  46. 46. Money Donated
  47. 47. Outcome Summary THE LESSONS LEARNED o Enhanced people’s knowledge on Alzheimer’s disease o Enhanced awareness on benefits of coffee o Increased awareness about the Lebanese Alzheimer’s Association o Increased engagement on all 3 Social Media Platforms o Boosted the good reputation of the Brand o Created positive PR – Press coverage o First Digital CSR (Corporate Social Responsibility) Experiment for the brand
  48. 48. Lessons Learned THE LESSONS LEARNED o Incentive for Participants: Whether physical or Moral o Importance of a longer period activation o Importance of Facebook AD + Promoted Tweets for bigger reach o Importance of Mobile Version especially during summer period o Success of causes on Twitter when it comes to the nature of the platform o Advantage of Facebook over Twitter and Instagram when it comes to the AD platform availability o Importance of having one clear message for the campaign and clear instructions guiding users o Added value of holding an offline event o Increase TV appearances during the activation
  49. 49. Thank Fu