3rd placein nomination«The most effective PR campaign», 2011

Сontact person:Kateryna Kholodylokholodylo@hoshvapr.com.ua

Background• A.S. Watson Group Company is completing the

acquisition of “DC Ukraine” Company. The new brand is planned to launch instead of a market leader. In 2010 the level of DC brand recognitionin Ukraine was about 77%.

• Company foresees possible negative perceptionof the rebranding and a new loyalty program by customers

• The analysis of the DC-buyers database showed that the most of customers are active online users

• The main feature of nowadays online communication is a common habit of users to express their attitude to different brands in social networks

• The analysis ofcustomers are active online users

• The main feature of nowadays onlinehabit of users to expressnetworks

Background• Watsons — unknown company in Ukrainian market (everyone knows

DЦ)

• DЦ company has never been “public”

• At the time of our launch, there was no brand communities for “adult” audience

• At the same time with our community a community of competitors was launched either

audience

At the same time with our community a community of competitors was launched either

Goals and tasksGoals:• To bring Watsons brand closer to Ukrainian consumer –

to show that renewed company is ready for opened dialogue with customers. Communication of upturns, which brings the new international brand

• The key difference is a constant communication instead of short-termed actions for attraction

Tasks:• To get prompt information about rebranding process

perception and minimize probable negative reaction

• To efficiently monitor consumers’ reaction and eventual problems due to changing over from discount to new loyalty program and how to minimize the probable negative.

• To get prompt information about rebranding process perception and minimiz

• To efficiently monitor consumers’ reaction and eventual problems due to changing over from discount to new loyalty program and how to minimize the

SolutionThe key difference — is a constant communication instead of short-termed activations

Challenges:

• Risk of falling across the negative reaction

• Potentially big quantity of questions that need urgent solutions

• Passivity of the audience

Solutions:

• Preparation, explanation and operative reaction

• Tight correlation with dedicated company departments

• The maximum of engaging content

Paying attention to fast growing Ukrainian audience in Facebook, and a large number of key target audience (650 000 women at the age 18-44, 43%), wide business opportunities and general platform prospects, was made a decision of shaping on-line presence strategy, where Facebook-page is the key platform.

The “DC Ukraine” clients database research showed — 16% presence of the audience on Facebook

Page launch and activities

Contest tabs

Watsons Club program tab

Design of page and photostrip for main page sections Thematic

avatars

PromotionThe strategy included active promotion of company social accounts as alternative two-way communication channels.

For the promotion we used the following tools:1. Content that incites discussion

2. Integration into existing marketing activities

3. All time running concourses for online fans

4. Promotion with corporative edition

5. Integration with Newsletter-mailing

6. Target Facebook advertising

Content-managementContent, published on the page:

1. Engages to discussions and initiates a consideration

2. Based on the values of the company

3. Is educational and communicates important aspects of the network (for example, Watsons Club cards activation, bonus points calculation, etc.)

4. Emphasizes on the international status (exclusive goods in the network)

5. Involves suppliers to work with audience, providing the opportunities for dialogue, new products promotion

6. Online “hotline” for consumers

to work with audience, providing the opportunities new products promotion

Operative work with feedbacks

Dynamics of the page progress

Daily active visitors– core active

auditory remainsauditory remains

Effectiveness

• >19 000 fans of Watsons FB-page for 6 month

67.4% of the audience community — women at the age from 18 to 44 — the key target audience of Watsons

• 3rd place by the number of fans among all Ukrainian companies in Facebook*

• 6th place by the number of fans among all pages in Ukrainian Facebook**rated by socialwave.com.ua

Effectiveness

• 0,36% — high level of audience involvement (Avg. Engagement Rate), comparing to average 0,29% for pages with 10K–20K audience,according to Socialbakers Page Analytics)

• > 4,6 million contacts during the FB-page work(01.03—05.09.11)

• > 55 thousand readers and 700 thousand page views of monthly newspaper “Your Watsons”

• >16 thousand «reactions» to the FB-posts — likes or commentsof content

• About 400 neutralized negative mentions of the company (in the context of transition to a new system for regular customers)

Achievements• Promoting page to the TOP-3 among companies in the

Ukrainian Facebook over period of 6 months

• We created not only “another Facebook page” – it’s an activeonline community of the company, which was closed and wasn’t communicating with its customers for a long time

• We built an effective system of work in social media and interaction between client—agency

• The company can stay in connection with customers 24/7 and help them every time they really need it

• For half a year Watsons received a new communication channel that provides more than 300,000 contacts with the target audience per month

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