Post on 01-May-2018
Efficient FMCG social
network campaigns Darius Bagdžiūnas
Gaumina
ECR Baltic 2011
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SOCIAL CAMPAIGN TYPES
CREATE A MOVEMENT
SOCIAL CAMPAIGN TYPES
STIMOROL AIR RUSH
STIMOROL
STIMOROL
• 40000 free sample packs of the company’s Orange Mint gum
• Army of gingers to help distribute their goods
• The campaign picked up a bunch of press
• Reached 67% of Romanians,
• Generated 300,000 Euros worth of media.
• Become Romania’s most popular chocolate bar (a 79% increase)
GILLETTE
GILLETTE
• Women started were involved ir Shaving Sutra movement.
• 100 additional shaving positions were created.
• In 60 days 4 million new consumers joined
• Gathered free media exposure worth of 3.4 mln. USD.
USER GENERATED CONTENT
SOCIAL CAMPAIGN TYPES
SKITTLES
• 21.000 status update videos in 2 weeks,
• Facebook user activity increased by 1000%, user growth rate increased by 11.000%,
• Sales up by 30%.
NESCAFE DOLCE GUSTO
NESCAFE DOLCE GUSTO
• 50000+ Likes of Fabebook page
NESCAFE DOLCE GUSTO
USE OF TRENDS
SOCIAL CAMPAIGN TYPES
M&M‘s
M&M‘s
M&M‘s
M&M‘s
• Each player spent 19 minutes average looking for red candy.
GREAT HAPPENINGS
SOCIAL CAMPAIGN TYPES
COCA COLA
COCA COLA
• Great social coverage
• Big press coverage
PRODUCT PLACEMENT
SOCIAL CAMPAIGN TYPES
MINIBIS + FARMVILLE + ORKUT
MINIBIS
MINIBIS
MINIBIS
CASCADIAN FARM
CASCADIAN FARM
• In few days has been purchased by more than 1 mln players for 20 credits each.
• In total, 310 million Cascadian Farmorganic blueberries have been planted by FarmVille players.
INTERNET OF THINGS
SOCIAL CAMPAIGN TYPES
COCA COLA
• Facial recognition devices at brand events to create Facebook posts.
COCA COLA
• Tens of thousands of people used the FaceLook machines to share their experiences with their Facebook friends.
ARIEL
ARIEL
ARIEL
ARIEL
• “Ariel” Facebook fans played 36 hours
• Used 90 liters of jam, ketchup and chocolate to win all clothes
TNUVA CHOCOLATE DESSERT
CONCLUSION
SOCIAL CAMPAIGN TYPES
1971 1991
NON – INTERACTIVE CHANNELS
1971 1991 2011
2011
• Newspapers,
• TV,
• Cable TV,
• Digital TV,
• Satellite TV,
• Movies over the internet,
• Interactive movies,
• Magazines,
• Radio,
• Podcast
• Music cassette,
• Video cassette,
• CD,
• DVD,
• DVR,
• iTunes,
• Mp3 players,
• Yellow pages,
• Video games console,
• PC,
• Screensaver,
• Wallpaper
• Adwords,
• Banners,
• Geotargetin,
• Personalization,
• Dynamic content,
• SMS,
• MMS,
• Push
• Email,
• Instant messaging
• Websites,
• Blogs,
• Portals,
• Self-service systems,
• Auctions,
• Groupons,
• Interactive video
• Social networks,
• App,
• Wikipedia,
• E-commerce,
• M-commerce,
• Table PCs,
• E-books scanners,
• Social networks games,
• Phone games,
• Augmented reality,
• Virtual words,
• Viral campaign,
• Interactive phone calls,
• ACM,
• ATM,
• Loyalty systems,
• User id,
• Bluetooth,
• QR code’s
• IVR,
• The internet of things,
• Web camera’s,
• Content management
system.
• Online banking.
• Massive multiplayer
• Social gaming
• Texads
• Page rank
• RSS
1971 1991 2011
Attention Interest Desire Action
1971 1991 2011
35 %
8 %
Source: Kissmedia 2011
Ad recall
1971 1991 2011
8 %
20??
Ad recall
DEEPEN RELATIONS WITH
CUSTOMERS AT EVERY POINT
ACROSS THE VALUE CHAIN
Customer Marketing
Customer Marketing
Customer Marketing
Customer Marketing
Customer Marketing
Customer Marketing
Customer Marketing
•Raise level of digital
understanding within your
team.
•Centralise measuring.
•Upgrade post campaign to
real time marketing.
d.bagdziunas@gaumina.lt
GAUMINA.LT
Real-time marketing
Training. Consulting. Solutions.