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Qualitative 360 Europe
2014
Gold Sponsor

Silver Sponsor

Supported by

Organised by
Leveraging the brand essence for
an iconic & love-mark brand

Strictly Confidential - Feb 20th, 2014
Strictly Confidential - Feb 20th, 2014
Strictly Confidential - Feb 20th, 2014
2 Aspects of being «legendary»:
1. Extremely well-known; famous
2. Transferred from generation to generation

Strictly Confidential - Feb 20th, 2014

Source:www.thefreedictionary.com
Favorite brand of generations...
MY GRANDMOM
Born in 1924

MY MOM
Born in 1953

ME
Born in 1979

from 1933

from 1966

from 1990

Strictly Confidential - Feb 20th, 2014

MY SON
Born in 2008

from 2014
Today’s topics:
1.Risk of interpreting the data and the magic of listening to
consumers.

2. The challenge in creating new ideas for iconic brands
3. Generating WOM in digital, through big brand ideas.

Strictly Confidential - Feb 20th, 2014
DAMAK Free Associations
Classy

Pistachios

High quality

Whole/large pieces of
pistachios

White color

Packaging

Classic
All to myself

Gusto/ delicacy-’damak tadı’

Combination of white & green
Childhood memories

Unique
Different

‘my father used to bring it home’
Consistent quality & pack

Strictly Confidential - Feb 20th, 2014

With coffee

Source: Sever Impeks Consultancy, 2007
DAMAK Brand Personality*
 Proper, knows how to behave, mature

 Well-educated, well-rounded, has refined taste
 Principled, trustworthy, consistent, self-confident, sophisticated
 Articulate, plain, simple, clear, convincing, strong
 Admirable, attractive, mysterious, well-groomed
 Contemporary, modern but also classic, has roots from the past

 Aristocratic, elite but also warm, friendly, sympathetic, has a nice smile

* Collage done by participants.

Strictly Confidential - Feb 20th, 2014

Source: Sever Impeks Consultancy, 2007
Most premium retail chocolate
Average Price Index (kg)

Strictly Confidential - Feb 20th, 2014

Source: AcNielsen, 2013 Full Year
DAMAK consumption is AB SES skewed.

Strictly Confidential - Feb 20th, 2014

Source: IPSOS Household Panel 2013 Full Year
How about the consumer ?

Strictly Confidential - Feb 20th, 2014
Key points from the consumer portait*

 Young adults, who appreciate finer things in life.
 Very optimistic about their future.
 They like to be known as selective and they believe that they are

distinguished.
 Real chocolate lovers and are ready to pay more for DAMAK.
 Average income is between 1.000-1.500 TL/month.
 Have never been to abroad, their dream is to go to Paris in the future.

* Pictures are representatitve.

Strictly Confidential - Feb 20th, 2014

Source: Consumer Portait Visits
Dream of DAMAK Consumers:
Go to Paris with their beloved ones...

Strictly Confidential - Feb 20th, 2014
5 Criteria of an Iconic Brand

1. Design

2. Shape
3. Color
4. Logo
5. Appetite Appeal

Strictly Confidential - Feb 20th, 2014

Source: Roman Klis Design
Leverage the inherit values...
Brand Essence:
« The Legendary love of chocolate and pistachio»
Brand Ques:
 White
 Unique font and special use of Green
 Square pack

 Pistachio
Strictly Confidential - Feb 20th, 2014
The idea came !!!
An internal workshop, May 2013.

Strictly Confidential - Feb 20th, 2014
Teaser period of 1 week...

Strictly Confidential - Feb 20th, 2014
80th Year Film after the teaser...

Strictly Confidential - Feb 20th, 2014
Results...
- 36.430 tweets during campaign.
- 74% of the tweets were with DAMAK branded
content during teaser. All organic.
- 0.1% negative tweet.
- 70.000 new fans. (almost doubled the base)
- Engagement rate: 0.95%.

Strictly Confidential - Feb 20th, 2014

Source: IPSOS BHT, Dekathlon Social Listening
Then came the St Valentine’s Day

Strictly Confidential - Feb 20th, 2014
Last words:
1. Don’t be too much data freak. Simply talk to your consumers.
2. Always inspire by the brand essence
3. If you really have a big idea, things are easier to spread over.

Strictly Confidential - Feb 20th, 2014
Thank you...

Strictly Confidential - Feb 20th, 2014
Qualitative 360 Europe
2014
Gold Sponsor

Silver Sponsor

Supported by

Organised by

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Leveraging the brand essence for an iconic & lovemark brand - Nestle

  • 1. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by
  • 2. Leveraging the brand essence for an iconic & love-mark brand Strictly Confidential - Feb 20th, 2014
  • 3. Strictly Confidential - Feb 20th, 2014
  • 4. Strictly Confidential - Feb 20th, 2014
  • 5. 2 Aspects of being «legendary»: 1. Extremely well-known; famous 2. Transferred from generation to generation Strictly Confidential - Feb 20th, 2014 Source:www.thefreedictionary.com
  • 6. Favorite brand of generations... MY GRANDMOM Born in 1924 MY MOM Born in 1953 ME Born in 1979 from 1933 from 1966 from 1990 Strictly Confidential - Feb 20th, 2014 MY SON Born in 2008 from 2014
  • 7. Today’s topics: 1.Risk of interpreting the data and the magic of listening to consumers. 2. The challenge in creating new ideas for iconic brands 3. Generating WOM in digital, through big brand ideas. Strictly Confidential - Feb 20th, 2014
  • 8. DAMAK Free Associations Classy Pistachios High quality Whole/large pieces of pistachios White color Packaging Classic All to myself Gusto/ delicacy-’damak tadı’ Combination of white & green Childhood memories Unique Different ‘my father used to bring it home’ Consistent quality & pack Strictly Confidential - Feb 20th, 2014 With coffee Source: Sever Impeks Consultancy, 2007
  • 9. DAMAK Brand Personality*  Proper, knows how to behave, mature  Well-educated, well-rounded, has refined taste  Principled, trustworthy, consistent, self-confident, sophisticated  Articulate, plain, simple, clear, convincing, strong  Admirable, attractive, mysterious, well-groomed  Contemporary, modern but also classic, has roots from the past  Aristocratic, elite but also warm, friendly, sympathetic, has a nice smile * Collage done by participants. Strictly Confidential - Feb 20th, 2014 Source: Sever Impeks Consultancy, 2007
  • 10. Most premium retail chocolate Average Price Index (kg) Strictly Confidential - Feb 20th, 2014 Source: AcNielsen, 2013 Full Year
  • 11. DAMAK consumption is AB SES skewed. Strictly Confidential - Feb 20th, 2014 Source: IPSOS Household Panel 2013 Full Year
  • 12. How about the consumer ? Strictly Confidential - Feb 20th, 2014
  • 13. Key points from the consumer portait*  Young adults, who appreciate finer things in life.  Very optimistic about their future.  They like to be known as selective and they believe that they are distinguished.  Real chocolate lovers and are ready to pay more for DAMAK.  Average income is between 1.000-1.500 TL/month.  Have never been to abroad, their dream is to go to Paris in the future. * Pictures are representatitve. Strictly Confidential - Feb 20th, 2014 Source: Consumer Portait Visits
  • 14. Dream of DAMAK Consumers: Go to Paris with their beloved ones... Strictly Confidential - Feb 20th, 2014
  • 15. 5 Criteria of an Iconic Brand 1. Design 2. Shape 3. Color 4. Logo 5. Appetite Appeal Strictly Confidential - Feb 20th, 2014 Source: Roman Klis Design
  • 16. Leverage the inherit values... Brand Essence: « The Legendary love of chocolate and pistachio» Brand Ques:  White  Unique font and special use of Green  Square pack  Pistachio Strictly Confidential - Feb 20th, 2014
  • 17. The idea came !!! An internal workshop, May 2013. Strictly Confidential - Feb 20th, 2014
  • 18. Teaser period of 1 week... Strictly Confidential - Feb 20th, 2014
  • 19. 80th Year Film after the teaser... Strictly Confidential - Feb 20th, 2014
  • 20. Results... - 36.430 tweets during campaign. - 74% of the tweets were with DAMAK branded content during teaser. All organic. - 0.1% negative tweet. - 70.000 new fans. (almost doubled the base) - Engagement rate: 0.95%. Strictly Confidential - Feb 20th, 2014 Source: IPSOS BHT, Dekathlon Social Listening
  • 21. Then came the St Valentine’s Day Strictly Confidential - Feb 20th, 2014
  • 22. Last words: 1. Don’t be too much data freak. Simply talk to your consumers. 2. Always inspire by the brand essence 3. If you really have a big idea, things are easier to spread over. Strictly Confidential - Feb 20th, 2014
  • 24. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by