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Case study CORE Dealini

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Core Advertising Campaign on Dealini

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Case study CORE Dealini

  1. 1. Abschlussarbeit SOMEXCLOUD - SocialMedia Manager:Case Study CORE Perfumes 14 Juni 2012 Caroline Demeulemeester, cd@core-consulting.ch
  2. 2. AusgangslageCorecompany gmbh produziert seit Dez. 2001 eine Nischen-Parfümmarke,CORE, und weil diese hand made und im Handel in sehr exklusiven Geschäftenerhältlich ist, aus biologisch reinen Essenzen und nach alter Methode hergestelltwird, sind die Parfüms hochpreisig (Eau de Parfum 100ml: 250 CHF und Eau deToilette 50ml: 135 CHF).Bei der Lancierung wurde eine PR-Kampagne gestartet, nach sechs Monatenwurden CORE-Schaufenster in den namhaften und bestplatzierten Geschäfteninstalliert. Im Jahr 2012 lief im November ein CORE-Werbespot im Kino Corsoin Zürich. Der Spot wurde von Jean-Marc Demeulemeester zum Nulltarifhergestellt und die Ausstrahlung wurde von der Parfümerie Wyss am Bellevue,Zürich finanziert.Im 2011 wird CORE in 7 POS in der Schweiz verkauft und ist in Milano, in Berlinund in Dubai in Concept Stores präsent.Was CORE fehlt ist definitiv Brand Awareness und da Corecompany ein kleinesStartup-Unternehmen ist, fehlen die nötigen Marketingbudgets um Werbung imgrossen Stil zu machen. 2 Caroline Demeulemeester, cd@core-consulting.ch
  3. 3. FacebookDie Facebook-Fanpagewurde Nov. 2011eingerichtet, aber esgeht etwa 2 Monate biswir 50 Fans zählendürfen. Obwohl wirregelmässig Newsposten.Eine unbekannte Markeund Parfüm sollte manriechen können, was dasUnterfangen schwieriggestaltet. 3 Caroline Demeulemeester, cd@core-consulting.ch
  4. 4. https://www.facebook.com/Dealini:Social GamingPer Zufall, werden wir zur Lancierung von Dealini am 2.2.2012eingeladen. Wir packen die Gelegenheit und unterschreiben anfangsMärz eine dreimonatige Spielkampagne mit Dealini.Dealini ist ein Social Game, das darin besteht Kärtchen zusammelnund diese mit anderen Gamern auszutauschen, sodass man vomLieblingsprodukt so viele Kärtchen wie möglich (max.10 à 10%Rabatt) besitzt. 4 Caroline Demeulemeester, cd@core-consulting.ch
  5. 5. CORE Layout auf Dealini 5 Caroline Demeulemeester, cd@core-consulting.ch
  6. 6. Marché & Concurrence• Indicateur UBS de la consommation et consommation privée en Suisse (Consommation privée: évolution en % en glissement annuel; Indicateur UBS de la consommation: niveau de lindice) 6 Caroline Demeulemeester, cd@core-consulting.ch
  7. 7. CORE wird sichtbar 7 Caroline Demeulemeester, cd@core-consulting.ch
  8. 8. CORE wird sichtbar: Brandstatistik• Spiel startet am 13.3 bis 13.6.2012: – Seitenaufrufe* total: 6623, im Durchschnitt 71,2 pro Tag – Besucher total: 4416, im Durchschnitt 47,5 pro Tag 13.März-13.April: 57 eindeutige Besucher pro Tag 13.April-13.Mai: 46.5 eindeutige Besucher pro Tag 13.Mai-13.Juni: 39 eindeutige Besucher pro Tag• Ca. 30 Likes pro Tag kumuliert auf Dealini (30%) und FB!• Zusätzlich wird die Lancierung der CORE-Dealini-Aktion auf Facebook und Twitter kommuniziert.* 3 Seitenaufrufe = 1 eindeutiger Besucher Caroline Demeulemeester, cd@core-consulting.ch 8
  9. 9. Game Statistik März/April/Juni 9 Caroline Demeulemeester, cd@core-consulting.ch
  10. 10. Likes auf Dealini und Facebook 10 Caroline Demeulemeester, cd@core-consulting.ch
  11. 11. Dealini: Gamestatistik• Vor dem Muttertag ist der Tauschkurs am Höchsten. 11 Caroline Demeulemeester, cd@core-consulting.ch
  12. 12. Dealini: Gamestatistik• Es werden total 3863 Kärchen getauscht, dies entspricht 18.85 pro Tag. 12 Caroline Demeulemeester, cd@core-consulting.ch
  13. 13. FB-Insights März• Das Spiel startet am 13. März und synchron dazu kann man auch die Aktivität auf FB verfolgen. 13 Caroline Demeulemeester, cd@core-consulting.ch
  14. 14. FB-Insights Märzwww.facebook.com/Corecompany 14 Caroline Demeulemeester, cd@core-consulting.ch
  15. 15. FB-Insights April 15 Caroline Demeulemeester, cd@core-consulting.ch
  16. 16. Facebook: Talking About April 16 Caroline Demeulemeester, cd@core-consulting.ch
  17. 17. FB-Insights Mai 17 Caroline Demeulemeester, cd@core-consulting.ch
  18. 18. Facebook: Likes MaiWir haben im Mai 240Fans, genau in der CORE-Zielgruppe 30-50 underfreulicherweise mehrMänner wie Frauen.Die Männer sind über denPOS schwierig erreichbar.Beim Dealini-Wettbewerbhaben am 13. Juni 8Männer und 5 Frauen einProdukt 100% gratiseingelöst, 3 haben 10%bezahlt, einer 20 % und 230% plus Porto. 18 Caroline Demeulemeester, cd@core-consulting.ch
  19. 19. Fazit• Corecompany hat likes von 50 auf 240 steigern können.• Im Schnitt wurden 66 Kontakte pro Tag generiert (eindeutige Besucher und Tauschen).• 19 Personen haben ein Produkt gewonnen oder vergünstigtbekommen.• In der Parf. Wyss und Rämi wurden 19 Core Produkte in der Zeit verkauft, normalerweise sind es 2 pro Monat = 6 (300% Zuwachs). Die Spieler in ZH konnten das Produkt in den Parfümerien testen.• Die ganze Aktion hat uns ca. 1000 CHF gekostet. Social Media kombiniert mit einem Wettbewerb oder Spiel und auf allen Kanälen richig kommuniziert bringt Brand Awareness und hat einen direkten Einfluss auf die Verkaufszahlen! 19 Caroline Demeulemeester, cd@core-consulting.ch

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