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Co-creating communications for Skinny Cow (Farm)

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Co-creating communications for Nestle's Skinny Cow.

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Co-creating communications for Skinny Cow (Farm)

  1. 1. Co-creating communications for Skinny Cow<br />
  2. 2. Seamless process to generate insight and creative ideas<br />
  3. 3. The challenge<br />
  4. 4.
  5. 5.
  6. 6. People love what they help create<br />
  7. 7. The brief<br />Skinny cow gives you the licence to indulge in a little naughtiness<br />
  8. 8. Stage 1<br />
  9. 9. Banish the but’s<br />The creative proposition<br />
  10. 10. Stage 2<br />
  11. 11. Young People<br />c. 6000<br />Men<br />2010<br />Women<br />c. 6000<br />Tech Leaders<br />2010<br />
  12. 12. Stage 3<br />
  13. 13.
  14. 14. Oh yes you can!<br />Banish the but’s<br />
  15. 15.
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  21. 21. Prompted Awareness more than doubled<br />Claimed purchasing levels outperformed the<br />new Mars Gourmet brands<br />Strong personality "quirky", "cheeky" and "fun"<br />From zero to 51,000 Facebook fans in 5 months<br />And it worked<br />
  22. 22. Drawing up a new contract ‘with’ consumers<br />ADVOCATES<br />FANS<br />CONSUMERS<br />BRAND TEAM<br />AGENCY/EXPERTS<br />
  23. 23. Thank youCraig HarriesHead of Planningcraig.harries@farmcom.co.uk<br />

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