1. BSI Creating Brand Advocacy
Marketing 2.0 Conference, Amsterdam 2007

2. Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

3. Creating Brand Advocacy
Sven Rusticus – CEO Icemedia

4. Agenda
Introduction Icemedia
Marketing vision
Cases
IceCards – Beiersdorf 8x4
IceSkins – KPN Hi
IceTags – KLM International

5. Introduction

6. Icemedia
Founded in 2001
Specialist brand activation, data generation and
offline word-of-mouth
Creator of Icecards®, Iceskins® and Icetags®
Offices in Amsterdam and London
Active in 8 European countries

7. Personalised Media
Consumer
Brand Activation Word of Mouth
Data Generation

8. 3rd online marketing company NL
Source: 2007, Emerce & Management Team
Source: 2007, Emerce & Management Team

10. Marketing vision

11. Brand Advocacy Pyramid
Brand Advocates
Adorers
Adopters Consumer
Consumer
databases
databases
Prospects
Prospects
Target Group
Target Group

12. Net Promotor Score
How likely are you to recommend ____ to a friend or colleague in
the future?
0 1 2 3 4 5 6 7 8 9 10
Detractors Passively Promotors
Satisfied
NPS = Promotors (%) - Detractors (%)
Source: Fred Reichheld “The Ultimate Question: Driving Good Profits and True Growth".

13. Gerard Kleisterlee, CEO Philips

14. Dialogue marketing
Traditional Campaign Marketing
Awareness Campaigns
1 Year
Traditional Campaign + Dialogue Marketing
Awareness + WOM
Dialogue
1 Year

15. Cases
Brand Advocacy in practice

16. Case 1 : Beiersdorf

17. 8x4 Soft Kiss – IceCards
Objectives
Activate the brand 8x4 Soft Kiss
Reach young girls
Generate consumer data
Increase Word of Mouth

18. IceCards

35. Cindy
I am already for years addicted to Labello, and I
can’t do without and every two weeks I buy a new
one. I even take it to bed and then it is lying under
my pillow!
LABELLO RULEZ!!

36. 250,000 contact cards
Cumulative orders
25000
20000
15000
10000
5000
0
0 5 10 15 20 25 30 35
Orders per day
3000
2000
1000
0
0 5 10 15 20 25 30 35

37. 50,000 digital kisses
Cumulative number of soft kisses sent
50000
40000
30000
20000
10000
0
0 10 20 30 40 50 60 70
Soft kisses sent per day
4000
3000
2000
1000
0
0 10 20 30 40 50 60 70

38. 180,000 online visitors
180,427 visitors
138,103 unique
visitors
1.2 million
pageviews

39. 93% Female, 19 year
Age distribution
Median age: 18 year
Avg age: 19 year
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80
93% Female
Sex distribution
Male
M Female
V

40. Consumer data
40,000
8x4 advocates,
user & prospects

41. WOM ! WOM2 !
IceCards 40,000
40,000 Advocates
Advocates IceVibes

42. IceVibes
IceVibes
Consumer
Word of Mouth
Insights

44. IceVibes
invitation
invitation
Invite selected Experience Show, advise and Feedback,
IceVibers talk about it dialogue and
report

45. Case 2 : KPN Hi

46. KPN Hi – IceSkins
Objectives
Increase Word of Mouth
Identify prospects
Create loyalty
Generate consumer data

47. Traffic – TV commercial + tag on Traffic – Online
Campaign Site
Traffic - emailing Sales – email
Sales – email
Viral + word
High Value Contract expiring
of mouth Nec / Samsung / Siemens

56. 30,000 skinners
Cumulative orders
30000
25000
20000
15000
10000
5000
0
0 10 20 30 40 50 60 70 80 90 100 110 120
Orders per day
1000
750
500
250
0
0 10 20 30 40 50 60 70 80 90 100 110 120

57. Avg 23 year, 70% female
Age distribution
2500
2000
Median age: 20 year
1500
Avg age: 23 year
1000
500
0
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 81 91
Sex distribution
25000
70% Female
20000
15000
10000
30% Male
5000
0
Female Male

58. Consumer data
30,000
KPN Hi advocates,
users & prospects

59. Case 3 - KLM

60. KLM - IceTags
Objectives
Create loyalty among new and
existing customers
Increase Word of Mouth
Generate consumer data

71. 180,000 photo labels in 14 countries
Cumulative orders
100,000
75,000
50,000
25,000
0
0 20 40 60 80 100 120 140 160 180
Orders per day
4000
3000
2000
1000
0
0 20 40 60 80 100 120 140 160 180

72. Average age 34 year
Age distribution
1400
1200
Median age: 32 year
1000 Avg age: 34 year
800
600
400
200
0
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91
Sex distribution
18000
16000
14000
55%
12000
10000 45% male
8000
female
6000
4000
2000
0
Female Male

76. Consumer data
90,000
KLM advocates,
users & prospects

77. Next week my wife flies KLM to Singapore for the birthday of her
grand daughter. She had the possibility to make 2 labels with a
photo, which she did.
The labels are that nice that she would like to order 2 extra labels
of herself that she can give to her grand daughter.
Is it possible to order 2 more labels. I am willing to pay for it.
Please advise me what to do.
Looking forward to hearing from you.
R.E. Voute
Eslaan 3-D
1404 EE Bussum
Tel.: 035 698 2224

78. Thank You!
sven@icemedia.nl