1. 3rd place
in nomination
«The most effective Сontact person:
PR campaign», 2011 Kateryna Kholodylo
kholodylo@hoshvapr.com.ua

2. Background
• A.S. Watson Group Company is completing the
acquisition of “DC Ukraine” Company.
The new brand is planned to launch instead
of a market leader.
In 2010 the level of DC brand recognition
in Ukraine was about 77%.
• Company foresees possible negative perception
of the rebranding and a new loyalty program by
customers
• The analysis of the DC-buyers database showed that the most of
customers
are active online users
• The main feature of nowadays online communication is a common
habit of users to express their attitude to different brands in social
networks

3. Background
• Watsons — unknown company in Ukrainian market (everyone knows
DЦ)
• DЦ company has never been “public”
• At the time of our launch, there was no brand communities for “adult”
audience
• At the same time with our community a community of competitors
was launched either

4. Goals and tasks
Goals:
• To bring Watsons brand closer to Ukrainian consumer –
to show that renewed company is ready for opened dialogue with
customers. Communication of upturns, which brings the new
international brand
• The key difference is a constant communication instead of short-
termed actions for attraction
Tasks:
• To get prompt information about rebranding process
perception and minimiz probable negative reaction
minimize
• To efficiently monitor consumers’ reaction
and eventual problems due to changing over from
discount to new loyalty program and how to
minimize the probable negative.

5. Solution
The key difference — is a constant communication instead of short-termed
activations
Paying attention to fast growing Ukrainian audience in
Facebook, and a large number of key target audience (650 000
women at the age 18-44, 43%), wide business opportunities
and general platform prospects, was made
a decision of shaping on-line presence strategy, where
Facebook-page is the key platform.
The “DC Ukraine” clients database research
showed — 16% presence of the audience on Facebook
Challenges: Solutions:
• Risk of falling across the negative • Preparation, explanation
reaction and operative reaction
• Potentially big quantity • Tight correlation with dedicated
of questions that need urgent company departments
solutions • The maximum of engaging
• Passivity of the audience content

6. Page launch and activities
Design of page and photostrip
for main page sections Thematic
avatars
Watsons Club program tab
Contest tabs

7. Promotion
The strategy included active promotion of company social accounts
as alternative two-way communication channels.
For the promotion we used the following tools:
1. Content that incites discussion
2. Integration into existing marketing activities
3. All time running concourses for online fans
4. Promotion with corporative edition
5. Integration with Newsletter-mailing
6. Target Facebook advertising

8. Content-management
Content, published on the page:
1. Engages to discussions and initiates a consideration
2. Based on the values ​of the company
3. Is educational and communicates important aspects of the network
(for example, Watsons Club cards activation, bonus points calculation,
etc.)
4. Emphasizes on the international status (exclusive goods in the
network)
5. Involves suppliers to work with audience, providing the opportunities
for dialogue, new products promotion
6. Online “hotline” for consumers

9. Operative work with feedbacks

10. Dynamics of the page progress
Daily active visitors
– core active
auditory remains

11. Effectiveness
• >19 000 fans of Watsons FB-page for 6 month
67.4% of the audience community — women at the age from 18 to 44 — the key target
audience of Watsons
• 3rd place by the number of fans among all Ukrainian companies
in Facebook*
• 6th place by the number of fans among all pages
in Ukrainian Facebook*
*rated by socialwave.com.ua

12. Effectiveness
• 0,36% — high level of audience involvement (Avg. Engagement
Rate), comparing to average 0,29% for pages with 10K–20K audience,
according to Socialbakers Page Analytics)
• > 4,6 million contacts during the FB-page work
(01.03—05.09.11)
• > 55 thousand readers and 700 thousand page views of
monthly newspaper “Your Watsons”
• >16 thousand «reactions» to the FB-posts — likes or comments
of content
• About 400 neutralized negative mentions of the company (in the
context of transition to a new system for regular customers)

13. Achievements
• Promoting page to the TOP-3 among companies in the
Ukrainian Facebook over period of 6 months
• We created not only “another Facebook page” – it’s an active
online community of the company, which was closed and wasn’t
communicating with its customers for a long time
• We built an effective system of work in social media and interaction
between client—agency
• The company can stay in connection with customers 24/7 and help
them every time they really need it
• For half a year Watsons received a new communication channel that
provides more than 300,000 contacts with the target audience per
month

14. We bring more to life