Launching a new brand in the connected market:
Danio Snack
M. Valeria Surico
Head of Connection – Danone
The SENSE of HUNGER can SURPRISE and torment
you EVERYWHERE, at ANY TIME
Danone launch Danio Snack,
a new snack with a
unique consistency
that can defeat
the sense of hunger
VS
FAMELIK
HERO VS ANTI-HERO
We created an integrated campaign that mixes
product and puppet in all the media/touchpoints
involved
• Carta d’identità di famelik
Everething began with a web teaser campaign.
In Store Events
PR activation
TV copy «Ufficio»
Facebook App
Online Video Ad hoc
Io Sono Famelik - Social Life
Let’s creat...
Tv Copy «Ufficio»
Online Video Ad hoc
Scary Cinema parody «saga»
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
Facebook engagment app
«Io sono Famelik» - Social life
«Io sono Famelik» - Social life
1.4K likes 2K likes 1.4K likes
CONTENTS ON “HUNGER” ARE CENTRAL IN OUR STRATEGY
«Io sono Famelik» - Social life
1.2K likes 1K likes 1K likes
THE FANS LOVE TO KNOW MORE ABOUT HIS
“LIFE” AND “FAMILY”
17 mio video views
 27 mio web users reached
155.000 Facebook Fans
12.500 Twitter Followers
Social life – Key Figures
Famelik image profile: a «rascal»
30
D15. And thinking about Famelik, how much you agree with the following opinions?
Base...
Famelik role in building brand awareness
• Famelik, after only 2 months from the launch of communcation
activities, genera...
Proper association to category and brand
• Category (yogurt or yogurt snack) is properly
associated to Famelik by the majo...
33
“Describe in detail
who or what
Famelik is (what
it does, what it
says, what it
represents, its
aspect,what it is
used ...
• Main evidences:
– The brand has a significant (it is
the word with the highest
number of occurrencies).
– The name is pr...
Character identification:
Famelik is an advertising character
35
D7. Which of the following sentence decribes better Famel...
Famelik image profile: a «rascal»
36
D15. And thinking about Famelik, how much you agree with the following opinions?
Base...
Highlights - Perception and image
• The Danio advertising turns out to be
distinctive and involving
– it evokes only posit...
Famelika and its advertising are currently working well, both in terms of
reach and in terms of brand and product qualific...
Famelik will keep his promise … BE BACK!!!!
Thanks to  http://www.flickr.com/photos/jenosaur/4051305996
 Maria Valeria Surico - Launching a new brand in the connected market: Danone case
 Maria Valeria Surico - Launching a new brand in the connected market: Danone case
 Maria Valeria Surico - Launching a new brand in the connected market: Danone case
 Maria Valeria Surico - Launching a new brand in the connected market: Danone case
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Maria Valeria Surico - Launching a new brand in the connected market: Danone case

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Maria Valeria Surico speaking at the Social Business Forum 2014

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  • Maria Valeria Surico - Launching a new brand in the connected market: Danone case

    1. 1. Launching a new brand in the connected market: Danio Snack M. Valeria Surico Head of Connection – Danone
    2. 2. The SENSE of HUNGER can SURPRISE and torment you EVERYWHERE, at ANY TIME
    3. 3. Danone launch Danio Snack, a new snack with a unique consistency that can defeat the sense of hunger
    4. 4. VS FAMELIK HERO VS ANTI-HERO
    5. 5. We created an integrated campaign that mixes product and puppet in all the media/touchpoints involved
    6. 6. • Carta d’identità di famelik
    7. 7. Everething began with a web teaser campaign.
    8. 8. In Store Events PR activation TV copy «Ufficio» Facebook App Online Video Ad hoc Io Sono Famelik - Social Life Let’s create a successful wicked
    9. 9. Tv Copy «Ufficio»
    10. 10. Online Video Ad hoc Scary Cinema parody «saga»
    11. 11. Facebook engagment app
    12. 12. Facebook engagment app
    13. 13. Facebook engagment app
    14. 14. Facebook engagment app
    15. 15. Facebook engagment app
    16. 16. Facebook engagment app
    17. 17. Facebook engagment app
    18. 18. Facebook engagment app
    19. 19. Facebook engagment app
    20. 20. Facebook engagment app
    21. 21. Facebook engagment app
    22. 22. «Io sono Famelik» - Social life
    23. 23. «Io sono Famelik» - Social life 1.4K likes 2K likes 1.4K likes CONTENTS ON “HUNGER” ARE CENTRAL IN OUR STRATEGY
    24. 24. «Io sono Famelik» - Social life 1.2K likes 1K likes 1K likes THE FANS LOVE TO KNOW MORE ABOUT HIS “LIFE” AND “FAMILY”
    25. 25. 17 mio video views  27 mio web users reached 155.000 Facebook Fans 12.500 Twitter Followers Social life – Key Figures
    26. 26. Famelik image profile: a «rascal» 30 D15. And thinking about Famelik, how much you agree with the following opinions? Base: total sample n=600 % values 70 68 64 51 46 30 30 21 19 16 15 14 14 9 73 73 67 58 50 33 29 22 16 17 13 13 16 8 0 10 20 30 40 50 60 70 80 90 100 Total sample 25-44 y.o. Top 2 boxes
    27. 27. Famelik role in building brand awareness • Famelik, after only 2 months from the launch of communcation activities, generates a level of awareness of over 50% – 53% spontaneous level – 65% after image prompting • The 2 main media driving awareness are – Television (66%) – Internet (34%) • Within the Internet the main role is played by Facebook (64%) followed by YouTube (43%) CAWI - Base: total sample n=600
    28. 28. Proper association to category and brand • Category (yogurt or yogurt snack) is properly associated to Famelik by the majority of respondents (56%) • Also proper brand association is high (among those who properly recall the category) : 69%
    29. 29. 33 “Describe in detail who or what Famelik is (what it does, what it says, what it represents, its aspect,what it is used for…)”
    30. 30. • Main evidences: – The brand has a significant (it is the word with the highest number of occurrencies). – The name is properly associated to the advertising character: a detailed description is often provided (yellow puppet, green t-shirt, mascot) – Hunger is recalled Only Famelik aware were asked this question Occurrences analysis
    31. 31. Character identification: Famelik is an advertising character 35 D7. Which of the following sentence decribes better Famelik? Base: total sample n=600 % values 76 8 7 4 3 1 advertising event mascot cartoon tv puppet comic sport team mascot
    32. 32. Famelik image profile: a «rascal» 36 D15. And thinking about Famelik, how much you agree with the following opinions? Base: total sample n=600 % values 70 68 64 51 46 30 30 21 19 16 15 14 14 9 73 73 67 58 50 33 29 22 16 17 13 13 16 8 0 10 20 30 40 50 60 70 80 90 100 Total sample 25-44 y.o. Top 2 boxes
    33. 33. Highlights - Perception and image • The Danio advertising turns out to be distinctive and involving – it evokes only positive emotions, focused on «amazig enjoyement», driven by • Fun • Surprise • Happyness • Pleasure – placing Famelik – a positive character (an advertising character for nearly all respondents) in funny situations. • Famelik core traits are originality, fun, being a «rascal», being involving and brilliant Awareness is building on positive traits 37 Levity
    34. 34. Famelika and its advertising are currently working well, both in terms of reach and in terms of brand and product qualification, leveraginglevity, without depleting the informative power 38
    35. 35. Famelik will keep his promise … BE BACK!!!!
    36. 36. Thanks to  http://www.flickr.com/photos/jenosaur/4051305996

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