BzzAgent at the WOMMA Summit 2012
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November 12, 2012 LIKE A VIRGIN HOW FILIPPO BERIO USED SOCIAL MEDIA AND SHOPPER DATA TO DRIVE REAL-WORLD SALES NOVEMBER 13, 2012
description
BzzAgent's presentation with Filippo Berio at the 2012 WOMMA Summit in Las Vegas. Session: "Like a Virgin: How Filippo Berio Used Social Media and Shopper Data to Drive Real-World Sales"
Transcript of BzzAgent at the WOMMA Summit 2012
November 12, 2012
LIKE A VIRGIN
HOW FILIPPO BERIO USED SOCIAL MEDIA AND SHOPPER DATA TO DRIVE REAL-WORLD SALES
NOVEMBER 13, 2012
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Agenda
• Filippo Berio and The Business Challenges
• BzzAgent and Best Practices Applied– Target, Engage, Activate, Measure
• The Results– A Live Look at “Pulse”
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Campaign Objectives
• Filippo Berio wanted to increase brand awareness and drive trial of Filippo Berio Olive Oil among consumers who are current olive oil users and cooking enthusiasts
• Additionally, the brand wanted to differentiate from competitors by sharing its unique olive oil heritage and expertise, health information, and cooking tips with consumers
Business Situation
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AWARENESS
ENGAGEMENT
SALES
Campaign Objectives
• Generate word-of-mouth about Filippo Berio Olive Oil, both offline and online, with a focus on generating blog posts
• Impact brand perceptions and opinions post-trial; understand what conversation topics drive trial and advocacy
• Understand drivers and barriers to future purchase; Drive sales and customer acquisition for Filippo Berio
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3. ACTIVATECampaign Homepage
2. ENGAGEBzzGuide & Cover Letter
1. TARGET2,500 Agents
Campaign Strategy8 weeks: 4/19/12 – 6/14/12
• Men and Women, ages 25-39
• Use Olive Oil once perweek or more
• Live in 15 Priority States
• At least 250 bloggers
• 8.4oz bottle of Extra Virgin Olive Oil
• Mediterranean Way Brochure
• Substitution Chart magnet
• Jar Opener
• 5 Pass-along Recipe Booklets w/coupon
• Campaign Homepage with guided activities to drive conversations and recommendations
• 5 Email Updates sent to Agents over the course of the 8 week live phase
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The BzzKit
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Campaign Homepage – Online ExperienceAgents completed activities from the Filippo Berio Campaign Homepage on BzzAgent.com
Post to Agent Facebook Wall
Submit a Product Review
Submit a BzzReport about Offline Conversations
Submit a Blog Post
Post to Twitter
Upload a Photo
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Executive Summary
• Strong Brand Message: Campaign succeeded in driving Taste/Flavor and Health Benefits as top conversation topics, and engaging Agents with olive oil education on filippoberio.com
• High Volume Reach: Agents reached close to 1 million consumers, or 362 per Agent, which far exceeds benchmarks
• Successful Blogger Engagement: Campaign generated 286 blog submissions, and very high engagement in online activities among Blogger Group
• Valuable Customer Feedback: Agents had an overwhelmingly positive product experience with Quality, Taste/Flavor and Health Benefits rated highest among product attributes
• Sales: Campaign included 700 BzzAgents who are Kroger loyalty card holders. These agents drove incremental sales during the campaign and continue to buy
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Filippo Berio Kroger Sales
Bzz Campaign
Start
Bzz Campaign
End
Bzz Campaign
Start
Bzz Campaign
End
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n = 1,959
Agent Usage Supports Sales Data45% of Agents said that they purchased Filippo Berio Olive Oil since they joined the BzzCampaign (separate from the bottle they received in their kit)
How much of your Filippo Berio Extra Virgin Olive Oil (that you received in your BzzKit) have you used?
*Data based on Post Campaign Survey
7% of Agents used just a little bit
24% of Agents used half the bottle
27% of Agents used more than half the bottle
42% of Agents used the entire bottle
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THANK YOU
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Pulse RoadMap
• Report 1: Chip to open up Pulse Homepage and Dave to walk through what we’re seeing: a) Campaign Dashboard, Activities by %, Online Reach, Sentiment, Agent Breakdown
• Report 2: Dave to lead with fact that recipes and photos were important to help increase usage occasions and increase awareness. Chip to navigate through recipes and photos.
• Report 3: Dave to lead with fact that getting people to understand and communicate that Olive Oil can replace butter is important. Chip to sort content by that subject
• Report 4: Dave to lead with fact that understanding his competition and who buys his brands compared to his competition is important. Chip to drive through Who Buys my Brand Report
• Report 5: Dave to lead with the fact that understanding the different TYPES of customers that buy and how their Word of Mouth and Opinions differ. Chip to navigate through Finest v. Shoppers on a Budget in Sentiment tab
(internal for Dave and Chip)
