1.MSc Strategic Marketing - Digital Marketing Submitted by Chelsea 2 Bellut, Maximilian; Chen, Vicky; Schmit, Charel; Sureshbabu, Swetha; Vidgren, Anni; Xue, Olivia

2. Table of Contents Introduction - The Presentation is based on 4 Ben & Jerrys the ice cream company 5 Mission and Objectives what are we here for and why? 6 Current marketing strategy and activities Selling ice creams and more. 7 Critical Review The big questions 8 Digital marketing the Ben & Jerrys way 9 Facebook 1 0 Twitter 1 1 YouTube 1 2 3. Recommendations and Improvements 1 8 - 2 0 Critical Analysis To be or Not to be 21 Implementation Timeframe - Actions ! 2 2 Conclusion- Finale 23 References ( Including Images and Video) 24-30 Appendix 1- Facebook Aggregators data 31 Appendix 2 Video Links 32 Appendix 3 - Facebook Campaigns 33 Appendix 4 Twitter Campaigns 34 Appendix 5 Mobile Marketing Apps 35 Appendix 6 Social Mention 36 Table of Contents (Contd.) 4. This presentation is based on 5. BEN & JERRYS The ice cream company 1978 1981 1989 1994 2000 2003 2006 2012 2013 6. What are we here for and why? Make fantastic ice cream for its own sake Manage our Company for sustainable financial growth. Use our Company in innovative ways to make the world a better place 7. Selling Ice creams and More 8. The Big questions Did it work? Did it help fulfill the strategic goals? Were the consumers involved ? Is it true to the brand ? 9. Digital Marketing Ben & jerry way 10. Facebook 11. Twitter 12. YouTube 13. Instagram & Pinterest 14. Search Engine Marketing 15. Launch Date Campaign Category Highlights Results N/A Mobile sites Responsive design Different languages ROI:N/A Launched & upgraded in 2010 Natural app Scoop the happiness Interactive features Augmented reality ranked #34 out of the thousands of free apps in less than 2 weeks (Digital Training Academy, 2013) the worlds first natural feature tracking augmented reality mobile app (Parsons,C., 2010) Nov 2013 Oct 2012 2012 Jul 2012 Nov 2013 2014 Mobile advertising Instagram Display Ads iAd: Virtual Taste Test to inform through interaction Co-op Mowingo: send targeted offers & behaviour-oriented promotional messages Plug-in ads on Pandora & Solitaire: Flovour locator, connection with B&J social media Content generation on Now This News, conveying social missions collecting feedback from consumers on Jelly ROI: N/A (Kats,R., 2012) reached 9.8m in the US within 8 days, recall rose by 33%, 17 per cent of those noticed the ad and became aware of the new flavour (Spencer,A., 2013) ROI: N/A ROI: N/A ROI: N/A one of the best marketing practice on Jelly (Gray,K., 2013) Mobile Marketing 16. Mobile Marketing Mobile site Available in different languages in over 20 countries Responsive design Customer feedback loop No flavour locator No link to business goals 17. Mobile Marketing Mobile Advertising 18. Improvisation is too good to leave to chance. 19. Recommendations Adoption of Innovative technologies 20. Improvisation the key to success Adoption of Innovative technologies Have an integrated campaign across social media Improve Mobile Marketing efficiencies by correcting the discrepancies identified. Promote specific product ranges and Launch new product lines Mobile games, Augmented reality QR code on packaging etc.. 21. To be or Not to Be 22. Action ! Adoption of Innovative technologies Immediate 2015 2015 launch and post launch End of each Quarter and Final review Q4 2015 Strategy to be continued based on Evaluation 23. Finale 24. 360i. (2013) Ben & Jerrys City Churned Campaign Crowdsources Local Flavors. [Online] Available from: http://blog.360i.co.uk/360i-news/ben- jerrys-city-churned-campaign-crowdsources-local-flavors [Accessed 7th February 2014]. Ben & Jerry's, 2014. About Us | Ben & jerry's. [Online] Available at: http://www.benjerry.com/about-us [Accessed 10 February 2014]. Ben & Jerry's, 2014. Ben & Jerry's Facebook Page. [Online] Available at: https://www.facebook.com/benjerryuk?brand_redir=1 [Accessed 10 February 2014]. Ben & Jerry's, 2014. Our Values. [Online] Available at: http://www.benjerry.co.uk/our-values/mission-statement [Accessed 12 February 2014]. Borison, R., 2013. Ben and Jerrys relies on in-app mobile ads for new product push. Mobile Marketer. [online] 23 August. Available at: [Accessed 9 February 2014] Cameron, C. (2010) Ben & Jerry's: How a Big Brand Explores Augmented Reality. [Online] Available from: http://readwrite.com/2010/07/12/ben_jerrys_how_a_big_brand_explores_augmented_reality#awesm=~owq516Fsd3v7w7 [Accessed 7th February 2014]. Crunchbase. (2013) Mowingo. [Online] Available from: http://www.crunchbase.com/company/mowingo [Accessed 9th February 2014]. Digital Training Academy. (2013) UL mobile marketing case study booklet. [Online] Available from: http://marketing.24h.com.vn/wp- content/uploads/2013/10/DAP_UL_mobile_marketing_case_study_booklet.pdf [Accessed: 8th February 2014]. Edelman Digital. (2010) Ben & Jerrys: A Bold and Digital Reality. [Online] Available from: http://www.edelmandigital.com/2010/07/14/ben- jerry%E2%80%99s-a-bold-and-digital-reality/#sthash.8Of4xFbf.dpuf [Accessed 8th February 2014]. References 25. Entrepreneur Media, Inc, 2008. Ben Cohen & Jerry Greenfield , Caring Captialists. [Online] Available at: http://www.entrepreneur.com/article/197626 [Accessed 10 February 2014]. Evans Portfolio. (2013)Ben & Jerrys mobile app. [Online] Available from: http://rosler.carbonmade.com/projects/4524453#4 [Accessed 9th February 2014]. Facebook, 2014. Ben & Jerry's - Likes | Facebook. [online] Available at: [Accessed 11 February 2014] Facebook, 2014. Ben & Jerry's | Facebook. [online] Available at: [Accessed 11 February 2014] Facebook, 2014. Free Cone Day 2013 | Facebook. [online] Available at: [Accessed 11 February 2014] Google, 2014. ben and jerry's - Google Search. [online] Available at: [Accessed 11 February 2014] Google, 2014. ice cream - Google Search. [online] Available at: [Accessed 11 February 2014] Hays, C.L., 2000. Ben & Jerry's To Unilever, With Attitude. [Online] Available at: http://www.nytimes.com/2000/04/13/business/ben-jerry-s-to- unilever-with-attitude.html [Accessed 12 February 2014]. Heine, C., 2013. Instagram Ads Boost Ben & Jerry's and Levi's Brand Recall in Early Tests. Adweek. [online] 19 December. Available at: [Accessed 9 February 2014] Instagram, 2014. benandjerrys on Instagram. [online] Available at: [Accessed 09 February 2014] Joseph, S., 2013. Ben & Jerrys launches social media hub. MarketingWeek. [online] 20 May. Available at: [Accessed 9 February 2014] K. Gray, L. (2014) Q&A WITH BEN & JERRYS DIGITAL MARKETING MANAGER, MIKE HAYES, ON JELLY. [Online] Available from: http://laurenkgray.com/2014/01/23/qa-with-ben-jerrys-digital-marketing-manager/ [Accessed 9th February 2014]. References (Contd.) 26. Kats,E. (2012) Ben & Jerrys taps iAd to help deliver rich brand experience. [Online] Available from: http://www.mobilemarketer.com/cms/news/advertising/13758.html [Accessed 7th February 2014]. Kelly, T., 2011. Ben & Jerrys Lets You Donate Your Extra Twitter Characters to Charity. TIME. *online+ 9 May. Available at: [Accessed 9 February 2014] Kotler, P.; Armstrong, G., 2014. Principles of Marketing. 15th ed. Harlow: Pearson. Page, A. and Katz, R. A. 2012. The Truth About Ben and Jerrys (SSIR). [online] Available at: [Accessed: 10 Feb 2014]. Parsons, C. (2010) Ben & Jerry's Digital Cool. [Online] Available from: http://www.brandchannel.com/features_webwatch.asp?ww_id=492 [Accessed: 8th February 2014]. Pinterest, 2014. Ben & Jerry's (benjerry) on Pinterest. [online] Available at: [Accessed 09 February 2014] Reuben, A, 2012. Did Ben & Jerry's change Unilever? BBC News. [online] 24 May. Available at: [Accessed 9 February 2014] Rosenbloom, B., 2013. Marketing Channels: A Management View.8th ed. Mason: South-Western. Sampselle, D. 2012. Ben & Jerrys Merger with Unilever | B Revolution Consulting, Inc.. [online] Available at: [Accessed: 10 Feb 2014]. Savitz, E. (2012) 5 Reasons Why Apple's iAd Is Failing To Lure Advertisers. [Online] Available from: http://www.forbes.com/sites/ciocentral/2012/04/16/5-reasons-why-apples-iad-is-failing-to-lure-advertisers/2/ [Accessed 7th February 2014]. Silver + Partners (2013) BEN & JERRY'S - VIRTUAL TASTE TEST iAD. [Video] Available from: http://vimeo.com/54963077 [Accessed 7th February 2014]. SocialBakers, 2014. Ben & Jerry's | Detailed Statistics of Facebook Pages | Socialbakers. [online] Available at: < http://www.socialbakers.com/facebook- pages/196962083762082-ben-jerry-s> [Accessed 11 February 2014] References (Contd.) 27. Spencer, A. (2013) Instagram Reveals Results of First Sponsored Post Campaigns. [Online] Available from: http://mobilemarketingmagazine.com/instagram-reveals-results-of-first-sponsored-post-campaigns/#1gjzwXqi37uA1A4Y.99 [Accessed 9th February 2014]. Statcounter, 2014. Top 5 Desktop & Mobile Search Enginees from 2011 to 2014 | StatCounter Global Stats. [online] Available at: [Accessed 11 February 2014] Student Watch (2011) Retail Edge: Insights Into Your Core Consumer on Campus. [Online] Available from: http://www.nacs.org/email/html/OnCampusResearch/SPR-080-03-12_Client%20Newsletter.pdf [Accessed: 8th February 2014]. Tode, C. (2012) Ben & Jerrys stores integrate social, mobile to drive customer loyalty. [Online] Available from: http://www.mobilecommercedaily.com/ben-jerry%E2%80%99s-stores-integrate-social-mobile-to-drive-customer-loyalty [Accessed 9th February 2014]. Twazzup, 2014. 31 TPH - Ben & Jerry's. [online] Available at: [Accessed 11 February 2014] Twitter, 2014. Ben & Jerry's (benandjerrys) on Twitter. [online] Available at: < https://twitter.com/benandjerrys/with_replies > [Accessed 11 February 2014] Unileverusa.com. 2014. Ben & Jerry's | Brands in action | USA. [online] Available at: [Accessed: 11 Feb 2014]. YouTube, 2014. BenJerrysIceCream - YouTube. [online] Available at: [Accessed 09 February 2014] References (Contd.) 28. References - Images Image Ben & Jerrys, 2014. Ben & Jerry's | Facebook. [image online] Available at: [Accessed 11 February 2014] Facebook, 2014. Ben & Jerry's - Likes | Facebook. [image online] Available at: [Accessed 11 February 2014] SocialBakers, 2014. Ben & Jerry's | Detailed Statistics of Facebook Pages | Socialbakers. [image online] Available at: < http://www.socialbakers.com/facebook-pages/196962083762082-ben-jerry-s> [Accessed 11 February 2014] Ben & Jerrys, 2014. Ben & Jerry's (benandjerrys) on Twitter. [online] Available at: < https://twitter.com/benandjerrys/with_replies > [Accessed 11 February 2014] Ben & Jerrys, 2014. Ben & Jerry's Truck (BenJerrysWest) on Twitter. [image online] Available at: [Accessed 18 February 2014] Twazzup, 2014. 31 TPH - Ben & Jerry's. [image online] Available at: [Accessed 11 February 2014] Ben & Jerrys, 2014. benandjerrys on Instagram. [image online] Available at: [Accessed 09 February 2014] Ben & Jerrys, 2014. Ben & Jerry's (benjerry) on Pinterest. [image online] Available at: [Accessed 09 February 2014] Statcounter, 2014. Top 5 Desktop & Mobile Search Enginees from 2011 to 2014 | StatCounter Global Stats. [image online] Available at: [Accessed 11 February 2014] Google, 2014. ben and jerry's - Google Search. [image online] Available at: [Accessed 11 February 2014] Google, 2014. ice cream - Google Search. [image online] Available at: [Accessed 11 February 2014] 29. Video BenJerrysIceCream, 2013. Ben & Jerry's Social Mission Timeline 2013. [video online] Available at: [Accessed 09 February 2014] ResnDesign, 2013. Resn | Ben & Jerry's Virtual Taste Test. [Online] Available at: https://www.youtube.com/watch?v=1SLc447Zh8k [Accessed 12 February 2014]. References- Video 30. Appendix 1 : Facebook Aggregators data 31. Appendix 2 : Video Links Wanna spoon : http://player.vimeo.com/video/47330911?title=0&byline=0&color=ff7b00 Facebook campaigns and ROI : http://www.youtube.com/watch?v=UGtyAM7k0uk Fair tweet Campaign : http://www.youtube.com/watch?v=QX7busQUJo0 YouTube Social Mission : Video: http://www.youtube.com/watch?v=6M1CxLmgsv8 Instagram : Euphoria campaign : http://www.youtube.com/watch?v=xM3Va2p3Kqw 32. Appendix 3 : Facebook campaigns 33. Appendix 4 : Twitter Campaigns 34. (Evans portfolio,2013) Appendix 5 : Mobile Marketing campaigns Apps 35. 36 Appendix 6: Social Mention