The document discusses a case study presented by the Web Analytics Consultants Association on how Fiat utilized web analytics and a popular Japanese comic book character, Lupin III, to boost its brand awareness and sales in Japan. Fiat's traditional advertising was not effective, so it launched a multimedia campaign featuring Lupin III interacting with Fiat cars to generate buzz online and offline. This simple idea leveraged an existing popular character to introduce the Fiat brand in an engaging way. Web analytics showed the campaign improved Fiat's social media influence and perceptions over time, with young women in particular responding positively. Female customer data revealed the campaign reached new potential buyers. Ongoing analytics also helped Fiat sustain sales growth to the present

1. WEB ANALYTICS
WEDNESDAYS SINGAPORE
FEBRUARY 2015

2. SPONSORS
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development, and employment opportunities
http://www.web-mining.jp/en/
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3. WHAT MEASURABLE UNITS CAN DO
WHEN PUT TO WORK AND HOW A
SIMPLE IDEA CAN MOBILISE SIZEABLE
AUDIENCES
Adrian Roche (Strategic Communications) @ Web Analytics
Consultants Association
Join WACA on February 11th for a fun 20-minute presentation and
talk afterwards. WACA will provide a very fun view of how web
analytics has worked well in Japan with a very attractive and insightful
case study for car maker Fiat. Apart from having a good, healthy
laugh, WACA will demonstrate what measurable units can do when
put to work and how a simple idea can mobilize sizeable audiences.

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I will not say
the obvious
tonight

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Doesn’t sell much of anything

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Advertising
Was Not
Helping
While spending too much

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Target disconnection

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Needed a great idea

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To generate results

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And we found it

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• Japanese comic book
• Created in 1967
• Follows escapades of
Master thieve Arsene
Lupin 3
Top selling, well known

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Arsène Lupin III, the grandson of
the fictional gentleman
thief, Arsène Lupin, is considered
the world's greatest thief, known
for announcing his intentions to
steal valuable objects by sending
a calling card to the owners of his
desired items.

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Great traction

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Utilize existing awareness in Lupin III, amplify
audiences and introduce Fiat in a likely
scenario while staying away from an obvious
case of advertising

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And reaching diverse life situations…
On and off line

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Product was promoted with other
related products as to dilute the
main advertising intent
Fashion | Apparel | Accessories | Lifestyle

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Lots of media, influence
and coverage gained

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Multichannel influence
TV commercial
OOH
PR
Real activation
Social media Story

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Results

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A story of transformation

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Celebrities and events
were just not working for
the brand

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Time-series analytics of
social media
Web analytics/blog posting
analytics
1
2
1 2 3
4
Comment increase
quantity
My mixi increase
quantity
PV Mixi’s PV web1’s PV
Number of
recommendations
Event
report
Sales
information
for January
Happy
New Year!
Happy New
Year!
Event
report
Sales
information
for January
Direct social influence used to bring short-
lived interest to the brand and product

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• Japanese comic book
• Created in 1967
• Follows escapades of
Master thieve Arsene
Lupin 3
This guy turned the tide

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(3) 1/14～1/25
(2) 12/29～1/5
Social Influence increased over time in
a sustained way that kept growing

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And perception changed

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Approximately 65% of women
in the 20-30 year-old age
bracket gave a positive
review in social media
Female x Age
(aggregated)
(1) (2) (3) (4) Total
(1) Under 20 1.1% 10.7% 47.2% 41.0% 100.0%
(2) 21to 29 1.7% 13.3% 52.8% 32.2% 100.0%
(3) 30 to 39 2.6% 10.1% 53.0% 34.3% 100.0%
(4) 40 to 49 0.5% 9.1% 46.7% 43.7% 100.0%
And new discoveries
where made

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And perception changed
With meaningful data
collection

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With meaningful data
collection
That keeps helping the
brand sell up to this day

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Takeaways
Web analytics is the start and end of
everything we do
Think outside the usual patterns
Challenge the big ideas until you
bring them down with “small” ideas

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http://777interactive.jp/archives/awards/2010/lupin/e/

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Thank You