cornetto presentation (digital media summit 08)

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Cornetto deck from this years Digital Media Summit. For more details contact ross@soap.com.au

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  • CORNETTO CASE STUDY GENUINE EMBOSSED LEATHER COVER 2008 - ALL RIGHTS RESERVED
  • I love it when my hair is backlit!
  • Once upon a time, Streets Cornetto and their Agency McCann knocked on Soaps door with a set of storyboards for a Television Commercial.
  • The Client and the Agency sat down and showed Soap the storyboard and said How do we bring this to life online?
  • Click to view tvc
  • The people at Soap had a think
  • Lets take this executioner character and turn him into a Cyber Celebrity using social networks they cheered!
  • 3 Phased Strategy What followed next was the development of a 3 Phased digital strategy that used Terry the executioner as the springboard. 1 2 3
  • Digital Strategy
  • Strategy: 3 Phased Approach. Phase 3 Post-Launch Launch Phase 1 Pre-Launch Social Networks Phase 2 +
  • Strategy - Building Blocks TERRY - THE EXECUTIONER CALVES PRODUCT RANGE EXTREME ABSURDITY SQUIRRELS
  • Phase 1: The birth of Terry.
  • Phase 1: The BIG Idea.
  • Click to view Terry in action!
  • Phase 1: Content. We also aggregated topical conversation, articles, pics etc around chopping.
  • Phase 1: Content. This wealth of content enabled Terry to start conversations with consumers throughout Phase1 building groundswell leading into Phase2.
  • page. Phase 2: Evolution
  • Phase 2: Evolution extended offline. We even took Terry to meet his fans at the Big Day Out!
  • Phase 3
  • Click to view Terrys Greatest Chops!
  • Results
  • Results
    • Digital Campaign Metrics:
    • Initial KPIs were set at 500,000 video views.
    • Over 1 million unique browsers watched Terry videos BEFORE any traditional above the line media went live.
      • Total Videos Viewed: 1,537,331
      • Total Comments Received: 1,736
      • Total Pics Viewed: 41,658
      • Total Profile Views: 171,792
      • TOTAL TERRY TOUCHPOINTS: 1,752,517
    • * Results as of March 2008
    48 mil ads served 6.5 mil UBs reached.
    • Business Results:
    • Gained market leadership +11.1% market share gain v 2007
    • Sales growth: +13% v 2007 the highest sales for Cornetto EVER !
    • Clear differentiation in the market place of Cornetto v the competitors
  • Key learning's from a client perspective
    • Social Media:
    • Cost efficient way in extending the longevity of the campaign.
    • Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch.
    • Brand extends beyond the rational/ functional benefits into an emotional territory
    • Huge engagement & interaction with target market.
    • Adaptable, flexible environment with instantaneous feedback.
  • Key learning's from a client perspective
    • Social Media:
    • Cost efficient way in extending the longevity of the campaign.
    • Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch.
    • Brand extends beyond the rational/ functional benefits into an emotional territory
    • Huge engagement & interaction with target market.
    • Adaptable, flexible environment with instantaneous feedback.
  • Contacts: Brad Eldridge Soap Creative Director Ross Raeburn Soap Digital Strategist Bernard Cheng Brand Manager - Unilever Ben Millar Digital Strategy Director Universal McCann