2010.06 Social Media and Online Branding
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Transcript of 2010.06 Social Media and Online Branding
“oh yes you can”
3 main campaign objectives:
3 main campaign objectives:
1.Introduce “Skinny Cow” the brand
3 main campaign objectives:
1.Introduce “Skinny Cow” the brand
2. Position Skinny Cow as “permissible indulgence”
3 main campaign objectives:
1.Introduce “Skinny Cow” the brand
2. Position Skinny Cow as “permissible indulgence”
3.Drive engagement and break category norms.
microsite?
microsite?
Budget = Traffic + Build
microsite?
Budget = Traffic + Build
But what about content?
Our Solution:A facebook page that sits at the heart of the campaign
Audience = 3.9M
What Were the Advantages?
What Were the Advantages?
1. Talkability
What Were the Advantages?
1. Talkability
2. Additional Budget for Content
What Were the Advantages?
1. Talkability
2. Additional Budget for Content
3. Compliment Existing Skinny Cow Website
Confession Book, Cowculator, Collectible Cow
Centralised Facebook Hub
Digital Display
Centralised Facebook Hub
Digital Display
Facebook Ads
Centralised Facebook Hub
Digital Display
Facebook Ads
Print and Outdoor
Centralised Facebook Hub
Digital Display
Facebook Ads
Search
Existing Skinny Cow Site
Print and Outdoor
Centralised Facebook Hub
Digital Display
Facebook Ads
Search
Existing Skinny Cow Site
Print and Outdoor
Centralised Facebook Hub
Results:
32,000 Fans in 3 months
Results:
32,000 Fans in 3 months
KitKat which is a household name had 100K fans at the same time.
How Can We Take The Brand Forward?
The Brief
Create renewed “buzz” in the online space
Tie in an online and offline event
Drive further engagement with the FB page
Further amplify the BCI
Skinny Cow Swap Shop
Key ElementsMarie Curie DonationCelebrity Cast-OffsVoucher Media Player
Offline events can be quite daunting
Entries For Skinny Dip = 3,254
The fans asked us to do it again..
Entries For Skinny Dip 2 = 10,200
Entries For Skinny Dip 2 = 10,200
With no media spend!
Swap Shop and Skinny Dip grew the facebook page by 20K fans and interactions with the
page grew by 5x in one month
“We would like to place our activities and brands where people are, rather than
dragging them to our platform”
Facebook use Skinny Cow as a New Business case study
Conclusion
1. Offline is the biggest driver of online2. Beware of being subservient to the platform3. Social Media needs a strong creative idea4. You must reward your visitors with engaging
content or they’ll dump you