Social Media Campaign Effectiveness: Velle Case-Study Alex Lomizov July 15th, 2010

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Agenda

— A little bit of theory — Why measure Social media effectiveness? — What to measure? — Research designs

— Case study — Campaign details — Research design — Reach and audience — Business effect — ROI

A little bit of theory

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A few reasons not to measure anything

— Design of your campaign reveals the effect and the results directly

— Your budget (or habits) allow learning through multiple trial and error

— Your campaign has no measurable objectives (or no visible objectives at all)

— You simply prefer not to

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What to measure?

— Some marketing campaigns have a clear objective to change customer behaviour, and still this behaviour can not be directly observed

— A few examples: — Generate offline product trials — Re-activate loyal customers —  Improve customer loyalty

— Then you have to measure this behaviour: — Behaviour tracking — Surveys

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Research designs

— The major question is usually not “How to measure?” — Campaign objectives define indicators to measure — Best practices of market research provide reliable tools for

almost any indicator imaginable — Technology makes any measurement easier and easier

— The major question is usually about research design — What’s our target group? — How to split test / control groups? — How to reveal the effect of the campaign?

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Designs: time series

0

10

20

30

40

50

60

70

80

90

100

Most often brand

Bought in the past 3m

Ever tries

Brand awareness

D N O S A J J M A M F J D N O S A J J M A M F J D N O S A J J M A M F

0

50

100

Campaign contacts

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Designs: pre / post analysis

Effect

After campaign

Before campaign

Same target group Same data collection method

Same data collection tool

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Designs: panel approach

918

Indented to buy again 4w after campaign

Bought at least once 4w after campaign

1.033

Never tried before campaign 3.825

All contacts 21.250

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Designs: experiments

Effect

Test Control

Groups matched by all key profile variables Groups have random selection nature

Same data collection method Same data collection tool

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Anyway, why measure?

— Some numbers for your boss?

— Fancy ROI chart for your investors?

— Or just for you to sleep well in the night?

Case-study

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Velle & Professionali.ru Freedom from Milk – multi-media marketing campaign with key objectives support off-season sales and reinforce Velle brand image. Major channels – in-store, radio, glossy magazines, social media.

Social Media Campaign: 20 selected users of Professionali.ru, a popular Russian social network, received free stock of Velle products for a month. They have blogged about their experiences and shared their impression of the product during this month. Other users could vote for the best Velle-inspired blogs. The blogger with the highest vote received Sony Vaio laptop as a prize.

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Our research design

Test group 1: Prefessionali.ru users

Test group 2: Professionali.ru users engaged into Velle campaign

Control group

Visitors of professionali.ru at least once during the campaign. All visitors have been exposed to at least one Velle banner during the campaign.

Visitors of professionali.ru at least once during the campaign who have done at least one of the following: •  Voted for Velle blogs •  Followed Velle blogs •  Commented Velle blogs •  Mentioned Velle brand

Random sample of internet users (representative online panel). Age and gender are matched to Test group 1 using quotas.

Population: ~ 300 000 people ~ 1,1mln hits

Population: ~ 1 500 people ~ 13 000 hits

Population: ~ 8mln people

Sample: 230 respondents

Sample: 49 respondents

Sample: 221 respondents

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We’ve shown test group respondents screenshots of Velle banners, brand page and Velle blogs. Most couldn’t remember seeing anything like this.

87% 88%96% 98%

Anything campaign-

related

Can’t recall

Recall 13% 12% 4%

Velle banners Velle page on professionali

Velle blogs

2%

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Campaign recall is at the same level among males and females, younger and older, and in both covered cities. Communication seems to be equally effective with all groups of professionali.ru users.

86% 88% 88% 86% 87% 88%

12%

Can’t recall

Recall 13% 12%

36+ YO SPB 18-35YO Females Males

12% 14%

MOS

Average – 13%

14%

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How to measure Velle? Context is important. We’ve put Velle on virtual shelf with milk products, like supermarkets usually do.

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Engagement has been required for any substantial effect on brand awareness. Exposure to banners alone didn’t produce any significant uplift.

42%

26%22%

+91%

Test group 2: engaged into

campaign

Test group 1: professionali.ru

visitors

Control group

Aided brand awareness, %

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Think context! Engagement into campaign puts Velle brand awareness to a level of 2nd grade competitive milk brands.

22%

45%

58%

59%

61%

83%

83%

84%

85%

87%

87%

90%

90%

91%

Velle 42%

Average – 75%

Activia muesli

Activia fresh

Danone yogurt

Danone milk drink

Chudo cream

Immunele

Danissimo

Chudo yogurt

Chudo milk drink

Activia cream

Actimel

Activia yogurt

Activia milk drink

Aided brand awareness, %

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Trial well correlates to brand awareness. Again we see substantial effect only among those engaged into campaign. Simple exposure does not really work.

24%

17%

14%

Tried at least once, %

+71%

Test group 2: engaged into

campaign

Test group 1: professionali.ru

visitors

Control group

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Campaign effect is much stronger among males. It’s partly explained by the low base, but still campaign design seems to work much better with males.

18%

14%

8%

+125%

Test group 2

Tried at least once

%

Test group 1 Control group

30%

23%23%

+30%

Test group 2 Test group 1 Control group

Males

Females

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Although both males and females liked the campaign similarly, engagement among males was twice higher. The fact that Velle bloggers were females probably explains a lot of males among voters.

15%

19%

8%

20%

Voted for any Velle bloggers, %

Liked the campaign, %

Females Males

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Still males have been quite receptive to core product-related messages of the campaign. Effect among females was much less stronger.

6%

1%

8%

1%% agree

Velle does not contain milk Velle does not contain preservatives

12%

8%

4%4%

Control group Test group 1 Control group Test group 1

% agree

Males

Females

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Quick summary

Starting point Media effect Social effect

Velle awareness 10% +11pts +22pts

Velle trial 8% +6pts +10pts

Velle purchase in 4w 4% +5pts +11pts

Starting point Media effect Social effect

Velle awareness 36% — +16pts

Velle trial 23% — +7pts

Velle purchase in 4w 9% — +10pts

Males

Females

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—  Velle social media campaign has shown visible positive effect on brand KPIs and measurable ROI.

—  Engagement into social interactions has played a key role in building of brand awareness and generation of trial. Exposure to media materials had almost no impact, while those who voted, discussed or shared the campaign show visible higher brand awareness and trial.

—  Product message and campaign design are critical component of success. For Velle campaign both were more relevant for males, and that’s why campaign effect among males is much higher.

—  ROI is also a direct function of campaign coverage. Velle campaign coverage was at best mediocre. Creative media strategy and highly relevant campaign design are required to achieve high levels of coverage and engagement.

Key findings

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