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