The Wispa Campaign: From word-of-mouth nostagia to confectionary product of the year
(1) LISTEN Social media has given brands access to the opinions and behaviour of consumers across the world. Listening is ...
The emotional nostalgia of childhood is a driving force behind the campaign to reintroduce the Wispa bar. The Wispa bar ta...
Facebook Campaign
<ul><li>At the time of the reintroduction announcement, there were 93 Bring Back Wispa groups on Facebook, with a total of...
In 2007 at Glastonbury Festival, two fans disrupted a performance by Iggy Pop to wave their Bring Back the Wispa banner on...
(2) ENGAGE By engaging first and delivering the message second, a brand is more able to achieve its goals.
<ul><li>Cadburys listened and in late 2007 announced that it would bring Wispa back for a limited period.  </li></ul><ul><...
The limited edition launch was backed up by a series of billboards celebrating the return of Wispa and the desire for its ...
… and a series of long copy press advertisements tapping into consumer nostalgia by reminding people of other products and...
 
<ul><li>The relaunch of Wispa was a huge success: </li></ul><ul><li>41million bars sold out in 18 weeks  </li></ul><ul><li...
The &quot;For the love of Wispa&quot; campaign asked fans to pledge their time, talent or belongings in exchange for choco...
<ul><li>Overwhelmingly successful in engaging and interacting, Cadburys received 2281 pledges of items, people or talents ...
 
<ul><li>Web Community: </li></ul><ul><li>Cadburys launched a Wispa microsite that has evolved significantly since its laun...
(3) RESULTS You can’t improve what you cannot measure
The Social:
 
 
The Numbers <ul><li>In 13 weeks, Wispa sold 36,438,417 bars = £18,408,762 value sales (Dec 2008) </li></ul><ul><li>In 2008...
The Market <ul><li>In 2009, the Wispa won Product of the Year in the confectionery   category.  </li></ul><ul><li>In 2010,...
The Cons <ul><li>A gamble – delicate relationship between consumer and brand. Could have backfired if suspected of orchest...
Recommendations <ul><li>To get community engaging from outset, give them a target or task to complete in order to achieve ...
The End
Upcoming SlideShare
Loading in …5
×

Wispa

3,373 views

Published on

Presentation on the Wispa campaign. Delivered February 2011 in response to the brief: Prepare to present on a brand campaign that you feel exemplifies a social/WOM strategy.

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,373
On SlideShare
0
From Embeds
0
Number of Embeds
30
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Wispa

  1. 1. The Wispa Campaign: From word-of-mouth nostagia to confectionary product of the year
  2. 2. (1) LISTEN Social media has given brands access to the opinions and behaviour of consumers across the world. Listening is the most important thing they can do.
  3. 3. The emotional nostalgia of childhood is a driving force behind the campaign to reintroduce the Wispa bar. The Wispa bar taps into an already popular 80s nostalgia among their target market – 18-30 year olds. The 80s
  4. 4. Facebook Campaign
  5. 5. <ul><li>At the time of the reintroduction announcement, there were 93 Bring Back Wispa groups on Facebook, with a total of 14,000 members. </li></ul><ul><li>In addition to Facebook, Wispa saw allegedly organic campaigns also start-up on Youtube, Bebo and Myspace in 2007. </li></ul>
  6. 6. In 2007 at Glastonbury Festival, two fans disrupted a performance by Iggy Pop to wave their Bring Back the Wispa banner on stage.
  7. 7. (2) ENGAGE By engaging first and delivering the message second, a brand is more able to achieve its goals.
  8. 8. <ul><li>Cadburys listened and in late 2007 announced that it would bring Wispa back for a limited period. </li></ul><ul><li>Capitalising on the existing interest, Cadburys launched a social engagement strategy that aimed to: </li></ul><ul><ul><li>Engage and interact with those that had participated in the campaigns to bring the chocolate bar back </li></ul></ul><ul><ul><li>Show the consumer that it is a brand that is listening to them </li></ul></ul><ul><ul><li>Tap into the 80s nostalgia created by the original Facebook campaigns </li></ul></ul>
  9. 9. The limited edition launch was backed up by a series of billboards celebrating the return of Wispa and the desire for its return…
  10. 10. … and a series of long copy press advertisements tapping into consumer nostalgia by reminding people of other products and brands that were popular when Wispa was launched in the 80s.
  11. 12. <ul><li>The relaunch of Wispa was a huge success: </li></ul><ul><li>41million bars sold out in 18 weeks </li></ul><ul><li>Selling at a rate of four bars per second </li></ul><ul><li>As a result, Cadburys relaunched Wispa permanently and did so with a long term / strategic approach to their social engagement. </li></ul><ul><li>Including ‘For the Love of Wispa’ campaign and advertisement, which aired once on primetime TV in 2008 </li></ul>
  12. 13. The &quot;For the love of Wispa&quot; campaign asked fans to pledge their time, talent or belongings in exchange for chocolate, and then turned these into a TV ad.
  13. 14. <ul><li>Overwhelmingly successful in engaging and interacting, Cadburys received 2281 pledges of items, people or talents in 25 days. </li></ul><ul><li>These included: </li></ul><ul><ul><li>A group of 50 cheerleaders from Essex • A dog called Wispa • A knight • 30 female rugby players • A family of three ponies • A husband and wife ballroom dancing team from Birmingham • An Indian RnB band • A Samba Band from the Isle of Wight • The UK’s top freerunners • A drumming group from Nottingham </li></ul></ul><ul><li>More than 300 fans starred in the show. </li></ul>
  14. 16. <ul><li>Web Community: </li></ul><ul><li>Cadburys launched a Wispa microsite that has evolved significantly since its launch </li></ul><ul><li>It has included the following social elements: </li></ul><ul><ul><li>Eighties “music station” Wispa FM </li></ul></ul><ul><ul><li>Gallery of fashion disasters from the time </li></ul></ul><ul><ul><li>Retro online games </li></ul></ul><ul><ul><li>Gave shared ownership to the fans that were instrumental in putting the brand back on the shelves </li></ul></ul><ul><ul><li>Gives fans the opportunity to make suggestions about what is on the website and vote on new ideas </li></ul></ul><ul><ul><li>Personlise your own virtual Wispa bar </li></ul></ul><ul><ul><li>Upload pictures of yourself with a Wispa </li></ul></ul><ul><ul><li>Play with a Wispa soundboard (where you can record your own Wispa anthem) </li></ul></ul><ul><ul><li>A birthday board – a place for visitors to post their birth dates and see which fellow Wispa fans they share a birthday with </li></ul></ul><ul><ul><li>A Room 101, where fans can submit an item to be disposed of to make way for the Wispa bar </li></ul></ul>
  15. 17. (3) RESULTS You can’t improve what you cannot measure
  16. 18. The Social:
  17. 21. The Numbers <ul><li>In 13 weeks, Wispa sold 36,438,417 bars = £18,408,762 value sales (Dec 2008) </li></ul><ul><li>In 2008, Cadbury reported a 30% rise in annual profits and stated that the Wispa was the star performer (2008) </li></ul><ul><li>Brand is worth £21 million (Feb 2009) </li></ul><ul><li>Delivered a payback of £3.32 on every £1 invested (2009) </li></ul><ul><li>Wispa, since its relaunch, has generated sales in excess of £86.5m becoming Britain’s best-selling chocolate bar. (Nov 2010) </li></ul>
  18. 22. The Market <ul><li>In 2009, the Wispa won Product of the Year in the confectionery category. </li></ul><ul><li>In 2010, the Wispa campaign won the Gold Award at the IPA Effectiveness Awards. </li></ul><ul><li>Since the relaunch of Wispa, Cadburys’ rivals have followed in their footsteps, with Mars bringing back Opal Fruits for three months to celebrate the ten years since the product’s rebrand, and Nestlé relaunched Drifter. Both in 2008. </li></ul>
  19. 23. The Cons <ul><li>A gamble – delicate relationship between consumer and brand. Could have backfired if suspected of orchestrating the campaign </li></ul><ul><li>Advertisement – ‘making of’ video suggested less advocates and more fame hungry participants – did it achieve their goals? </li></ul>
  20. 24. Recommendations <ul><li>To get community engaging from outset, give them a target or task to complete in order to achieve their goal of bringing back Wispa. </li></ul><ul><li>Advertisement – stick to advocates and campaigners only and specifically reward Facebook leaders and early campaign adopters. </li></ul><ul><li>Since the advert was only aired once, make it a youtube contest with winner getting primetime slot on TV. </li></ul>
  21. 25. The End

×