A Flavoured Milk Fairy Tale
Once upon a time, there was a melkie
35 years later,  there was a brief <ul><li>To reinforce loyalty amongst existing fans 16 - 28 </li></ul><ul><li>To increas...
To set the scene… <ul><li>Existing consumer loyalty </li></ul><ul><li>Strong sense of nostalgia </li></ul><ul><li>Consumer...
To set the scene…cont
 
 
Insight 1: <ul><li>Consumers already have an opinion </li></ul><ul><li>about Steri Stumpie. </li></ul>
Insight 2: <ul><li>Consumers profess extreme love for the </li></ul><ul><li>brand in an ironic manner. </li></ul>
Far away,  in a magical land…
<ul><li>Emotional checkpoints: </li></ul><ul><li>Low-Fi </li></ul><ul><li>Not intimidating, fun, light-hearted, doesn’t ta...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Activating Steri Stumpie <ul><li>Traditional Media:  </li></ul><ul><ul><li>Volume-Driving Promotion (still coming) </li></...
 
Activating Steri Stumpie <ul><li>Non-traditional media: </li></ul><ul><li>- Facebook Fan Page (database) </li></ul><ul><li...
Team Steri Mnemonic: Digital design & back-end RSVP: Design, messaging & campaign concepts, blog, promotion Atmosphere: PR...
Facebook Fan Page <ul><li>What we don’t do: </li></ul><ul><li>Suggest fans </li></ul><ul><li>Send mass spam mail </li></ul...
Twitter.com/Steri_stumpie What we don’t do: Tweet about anything irrelevant Follow people who don’t follow us first
 
 
 
The Steri Blog <ul><li>Flexible </li></ul><ul><li>Unintimidating </li></ul><ul><li>A conversational format consumers are u...
Steri Riders
Official Unofficial Steri Stumpie Ambassadors
 
“ Please accept this humble Steri Six-pack as a token gesture to your Extreme radness. If it weren’t for your extreme radn...
 
 
 
Steri Hunts
Steri Micro-Parties
Chilling with the Wedding DJs
Rad people drink Steri
Rad people drink Steri
Rad people drink Steri
Good Old Fashioned Values <ul><li>You can’t beat good ideas </li></ul><ul><li>Understanding your consumer is key </li></ul...
Moral of the Story If you want consumers to talk, you have to give them a stage.
The Brothers Streep “ When the road is bumpy, drink a Steri Stumpie, Cause you can’t be grumpy, with a Steri Stumpie Donal...
And they all lived happily ever after. The End.
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Steri Stumpie 'Everyone Has a Favourite'

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A case study of an integrated campaign that makes use of social media. Showcases the strategic and creative process to give context to the campaign. Key point is that a social media campaign is not an idea, but a media channel, through which to push a creative brand message. Given at 27 Dinners.

Published in: Business, Travel

Steri Stumpie 'Everyone Has a Favourite'

  1. 1. A Flavoured Milk Fairy Tale
  2. 2. Once upon a time, there was a melkie
  3. 3. 35 years later, there was a brief <ul><li>To reinforce loyalty amongst existing fans 16 - 28 </li></ul><ul><li>To increase awareness amongst 6 - 12 </li></ul><ul><li>To find a contemporary context for the brand via look & feel / messaging / activation </li></ul><ul><li>FMCG = mass market </li></ul>
  4. 4. To set the scene… <ul><li>Existing consumer loyalty </li></ul><ul><li>Strong sense of nostalgia </li></ul><ul><li>Consumer-owned: no advertising in 20 years </li></ul><ul><li>Dual-market appeal = priority </li></ul><ul><li>New work can’t alienate consumer’s idea of Steri </li></ul><ul><li>Small budget = focused media choices </li></ul>
  5. 5. To set the scene…cont
  6. 8. Insight 1: <ul><li>Consumers already have an opinion </li></ul><ul><li>about Steri Stumpie. </li></ul>
  7. 9. Insight 2: <ul><li>Consumers profess extreme love for the </li></ul><ul><li>brand in an ironic manner. </li></ul>
  8. 10. Far away, in a magical land…
  9. 11. <ul><li>Emotional checkpoints: </li></ul><ul><li>Low-Fi </li></ul><ul><li>Not intimidating, fun, light-hearted, doesn’t take itself too seriously </li></ul><ul><li>Rational checkpoints: </li></ul><ul><li>Pack & brag, a world of flavoured treats </li></ul><ul><li>Based on a consumer insight </li></ul><ul><li>Yummy </li></ul>
  10. 30. Activating Steri Stumpie <ul><li>Traditional Media: </li></ul><ul><ul><li>Volume-Driving Promotion (still coming) </li></ul></ul><ul><ul><li>Billboards </li></ul></ul><ul><ul><li>Support Radio </li></ul></ul>
  11. 32. Activating Steri Stumpie <ul><li>Non-traditional media: </li></ul><ul><li>- Facebook Fan Page (database) </li></ul><ul><li> - Microsite = Blog </li></ul><ul><li> - Twitter account = blog support </li></ul><ul><li> - Riders </li></ul><ul><li> - Ambassador Campaign </li></ul>
  12. 33. Team Steri Mnemonic: Digital design & back-end RSVP: Design, messaging & campaign concepts, blog, promotion Atmosphere: PR, blog, twitter Client Service: campaign management
  13. 34. Facebook Fan Page <ul><li>What we don’t do: </li></ul><ul><li>Suggest fans </li></ul><ul><li>Send mass spam mail </li></ul><ul><li>Pretend to be anything we’re not </li></ul>
  14. 35. Twitter.com/Steri_stumpie What we don’t do: Tweet about anything irrelevant Follow people who don’t follow us first
  15. 39. The Steri Blog <ul><li>Flexible </li></ul><ul><li>Unintimidating </li></ul><ul><li>A conversational format consumers are used to </li></ul><ul><li>A reason to visit again </li></ul><ul><li>A place to share Steri love </li></ul><ul><li>Client gave us complete control over content </li></ul>
  16. 40. Steri Riders
  17. 41. Official Unofficial Steri Stumpie Ambassadors
  18. 43. “ Please accept this humble Steri Six-pack as a token gesture to your Extreme radness. If it weren’t for your extreme radness, the world would be a boring place. And if the world was a boring place, no one would want to live there, which would suck. So thanks for making the world not suck. Just wanted to say we’ve noticed your efforts at sucking-avoidance, and we approve in a very big way. Rock on. Visit steristumpie.com to nominate someone you think is as awesome as you are.”
  19. 47. Steri Hunts
  20. 48. Steri Micro-Parties
  21. 49. Chilling with the Wedding DJs
  22. 50. Rad people drink Steri
  23. 51. Rad people drink Steri
  24. 52. Rad people drink Steri
  25. 53. Good Old Fashioned Values <ul><li>You can’t beat good ideas </li></ul><ul><li>Understanding your consumer is key </li></ul><ul><li>The medium is not the message </li></ul>
  26. 54. Moral of the Story If you want consumers to talk, you have to give them a stage.
  27. 55. The Brothers Streep “ When the road is bumpy, drink a Steri Stumpie, Cause you can’t be grumpy, with a Steri Stumpie Donald Trumpy, Steri Stumpie, never lumpy, my Steri Stumpie”
  28. 56. And they all lived happily ever after. The End.

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