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CONTESTualizzando: i Formaggi Svizzeri incontrano la blogosfera. #LaSvizzeranelPiatto e #SwissCheeseParade

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CONTESTualizzando: i Formaggi Svizzeri incontrano la blogosfera. #LaSvizzeranelPiatto e #SwissCheeseParade

  1. 1. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no CONTEST...ualizzando I FORMAGGI SVIZZERI INCONTRANO LA BLOGOSFERA #lasvizzeranelpiatto & #swisscheeseparade
  2. 2. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no Nel 2012-2013 ha realizzato due iniziative di Digital Pr e Blogger involvement per SWITZERLAND CHEESE MARKETING ITALIA LEAD COMMUNICATION agenzia di comunicazione milanese dal 1993 sul mercato nazionale e internazionale
  3. 3. i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE Obiettivo: aumentare la presenza in rete di SCMI, rafforzando il legame con i Food Blogger. + +++ GLI INGREDIENTI DI PARTENZA
  4. 4. i no #lasvizzeranelpiattoSettembre-Novembre 2012
  5. 5. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF - Engagement: creare una community di Food Blogger legati al brand; - Empowerment delle Brand Identity: per ogni formaggio tantissime ricette; - Strategia all-line: dal contest online alla Città del Gusto di Roma; - Social activity: vivacizzare i canali online dei Formaggi Svizzeri. LA SFIDA
  6. 6. #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE I Food Blogger re-interpretano ricette italiane con un formaggio della gamma a scelta tra: LA STRATEGIA ONLINE #lasvizzeranelpiatto
  7. 7. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE Portiamo la ricetta vincitrice a Roma alla DALL’ONLINE ALL’OFFLINE
  8. 8. #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE Abbiamo selezionato un Food Blog conosciuto e autorevole a cui affidare il ruolo di Blog Madre: Peperoni e Patate di Teresa Balzano. La strategia di gestione operativa del contest ha incluso: - Lancio dell’iniziativa: sul blog e social network - Digital Pr: promozione su canali social di altri blogger e influencer - Community management: dialogo con utenti su Facebook, Twitter, Pinterest e Instagram COME ARRIVARE AL CUORE DELLA RETE?
  9. 9. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE I Blog ... e i Social Network I LUOGHI DELL’INTERAZIONE
  10. 10. #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE Pubblicazione delle ricette sui blog Giuria di qualità: gusto, estetica, appealing del piatto Show cooking della ricetta vincitrice alla Città del Gusto di Roma FASE 0Pre-iscrizione online I blogger ricevono una fornitura di formaggi e i gadget per le ricette FASE 1il contest si fa live FASE 2 valutazione ricette FASE 3 Dall’online all’offline
  11. 11. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE IL POST LANCIO 19/09/2012 126 Commenti 1934Visualizzazioni
  12. 12. #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE LET’S GO SOCIAL FACEBOOK & TWITTER
  13. 13. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE INSTAGRAM & PINTEREST
  14. 14. #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE LA RICETTA VINCITRICE Il 6 novembre è stata annunciata la ricetta vincitrice: “Achillea Millefoglie e il sapore dell’Alpeggio: sinfonia d’autunno” preparata da Accanto al Camino’s blog.
  15. 15. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE SOCIAL LIVE STREAMING 22/02/2013
  16. 16. #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE 147Ricette realizzate 105Blogger iscritti 7007 21227Tweetreach il giorno dell’evento Tweetreach il giorno del lancio IL CONTEST
  17. 17. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE I FORMAGGI SVIZZERI - Social activity: i canali social di SCMI (Facebook e Twitter) hanno registrato un significativo incremento di visibilità e traffico; - Engagement con i Food Blogger: più di cento nuovi contatti, potenziali ambassador dell’azienda.
  18. 18. #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE +72%visite al blog madre nei due mesi del contest rispetto al periodo precedente 178Pins Followers alla board 366 IL BLOG PEPERONI E PATATE Pur essendo nel 2012 un social di nicchia, Pinterest si è rivelato quello con maggiore vivacità, registrando una crescita spontanea superiore a quella degli altri social coinvolti.
  19. 19. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #lasvizzeranelpiatto i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE LEAD COMMUNICATION Lead organizza per SCMI un nuovo contest per il 2013! SI BISSA!
  20. 20. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no #swisscheeseparade #swisscheeseparadeSettembre-Novembre 2013
  21. 21. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #swisscheeseparade - Ampliare il successo del precedente contest #Lasvizzeranelpiatto - Testare la loyalty dei Food Blogger e rafforzare il loro legame con SCMI THE NEW CHALLENGE
  22. 22. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE La nuova Call to Army: i Food Blogger sono chiamati a realizzare ricette di Street Food utilizzando due formaggi svizzeri: lo Sbrinz Dop e il Gruyére Dop. #swisscheeseparade LA STRATEGIA
  23. 23. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE - Perchè si presta a moltissime ricette, facendo scatenare la fantasia dei Food Blogger; - Perchè è social e si condivide; - Perchè si può raccontare quello che si mangia; - Perchè è appealing e trendy! #swisscheeseparade PERCHE’ STREET FOOD? “Il cibo ha più sapore se si gusta in compagnia” (Street Food, ed. Lonely Planet) + -
  24. 24. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE Abbiamo confermato la partnership con Peperoni e Patate che per il secondo anno consecutivo è stato il Blog Madre dell’iniziativa. #swisscheeseparade IL BLOG MADRE
  25. 25. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE I Blog ... e i Social Network #swisscheeseparade I LUOGHI DELL’INTERAZIONE
  26. 26. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #swisscheeseparade FASE 0 FASE 1 FASE 2 FASE 3 Pre- registrazione A ciascun blogger si inviano: - i formaggi - un ricettario - i gadget Ricette online I Blogger pubblicano le ricette sul proprio blog Valutazione della giuria di qualità Criteri: - combinazione ingredienti - estetica - carattere street - originalità Annuncio vincitori e premi Annuncio vincitori sul blog madre e sui suoi canali social
  27. 27. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE 362commenti 7000visualizzazioni del post #swisscheeseparade IL POST DI LANCIO 25/09/2013
  28. 28. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE I VINCITORI Il 20 novembre dal blog Madre è stata annunciata la terzina vincente: Patatine fritte con Sbrinz Riso alla cantonese con Sbrinz1Frittata in guscio al Gruyére Viaggio a Berna Corso di Foodstylist e fotografia Fornitura di Formaggi Svizzeri 2 3 #swisscheeseparade
  29. 29. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE 749ricette realizzate555richieste di iscrizioni 466blogger iscritti #swisscheeseparade IL CONTEST
  30. 30. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #swisscheeseparade IL CONTEST Tweetreach il giorno di chiusura del contest
  31. 31. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #swisscheeseparade I FORMAGGI SVIZZERI - Viral wave: le ricette a base di Sbrinz Dop e Gruyére Dop diventano protagonisti del nuovo fenomeno virale Street Food; - Engagement con i Food Blogger: alto livello di loyalty nei confronti dell’azienda e creazione di nuovi contatti fidelizzati. Followers alla board 624Pins alla board 403
  32. 32. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE #swisscheeseparade IL BLOG PEPERONI E PATATE Grazie ai Formaggi dalla Svizzera e alla popolarità del contest, il Blog Peperoni e Patate ha registrato: 2 1 3 Primo posto nella classifica di Ebuzzing Labs visite totali al blog, nel periodo di durata del contest rispetto al periodo precedente+75%
  33. 33. BRIEF STRATEGIA RISULTATI LEZIONI APPRESE i no BRIEF STRATEGIA RISULTATI LEZIONI APPRESE - Il pensiero strategico premia sempre! Anche in rete; - Attitudine All-line: non esiste più la dicotomia online-offline, i due ambiti coesistono e si rafforzano l’un l’altro; - Blog vs Social Network? I due strumenti si integrano a vicenda: il primo è il luogo della creazione dei contenuti, l’altro il luogo dove andare a intercettare gli utenti e aggiornarli in tempo reale; - Alert! Massima cura delle interazioni online e al flusso di informazioni che si è generato in rete; - Scelta del partner: la partnership con un blog responsabilizzato e coinvolto nel contest si è rivelata strategica. LE LEZIONI APPRESE #lasvizzeranelpiatto #swisscheeseparade
  34. 34. #lasvizzeranelpiatto i no THANKS! follow us on #lasvizzeranelpiatto & #swisscheeseparade @Leadpr Facebook.com/LeadCommunication

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