SECOND BEST-SELLING SOFT DRINK IN THE COUNTRYMAIN NON-ALCOHOLIC BEVERAGE BY AMBEVBRAZIL’S BIGGEST COMPANY AND PART OF AB INBEV

ContentVideo

Technology

SOCIAL DNA, PR TECHNIQUES, DIGITAL FOCUS, EDITORIAL TALENT, PERFORMANCE

MediaPerformance

PlanningOperationsAmplification

Rona

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Insights Ambev engagement methodology

Meg

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Gar

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Deixar esse gráfico mais bonito.Essas setinhas e essas letrinhas estão muito pobres…

B A

Earned MediaAmplification

PURPOSE

- Make the brand stories also take place outside their proprietary profiles.

- Leverage organic growth.

- Establish consistency (as opposed to opportunistic activation).

- Identify and activate ambassadors and sensitive profiles.

PROPRIETARY TOOL

CONTINUOUS RELATIONSHIP

MERIT

EXPERIENCE

PURPOSE

- Make the brand stories also take place outside their proprietary profiles.

- Leverage organic growth.

- Establish consistency (as opposed to opportunistic activation).

- Identify and activate ambassadors and sensitive profiles.

Owned Media

BASIC TESTS SPECIAL• Constant translation of the

Social Benefit• Regular content practices• Micromanagement to produce

learnings• Focus on engagement

Guaraná:- Smart sentences about

friendship- Quizzes featuring the product- Crowdsourcing pictures

associating Guaraná with food- Special dates

• New themes, formats and plataforms

• Focus in memes, news and trends that can relate to the brand and originate a real-time marketing content

• Best ones can be introduced in the basic content planning

• Owned Media generating Earned Media

• Guerrillla creativity

• PR Focus

• Different kind of reach

BASIC TESTS SPECIAL• Constant translation of the

social profit

• Focus on engagement

• Regular content practices

• Micromanagement to produce learnings

• New themes, formats and plataforms

• Focus in memes, news and trends that can relate to the brand and originate a real-time marketing content

• Best ones can be introduced in the basic content planning

• Owned Media generating Earned Media

• Guerrillla creativity

• PR Focus

• Different kind of reach

BASIC TESTS SPECIAL• Constant translation of the

social profit

• Focus on engagement

• Regular content practices

• Micromanagement to produce learnings

• New themes, formats and plataforms

• Focus in memes, news and trends that can relate to the brand and originate a real-time marketing content

• Best ones can be introduced in the basic content planning

• Owned Media generating Earned Media

• Guerrillla creativity

• PR Focus

• Different kind of reach

• The first brand in Brazil using Vine

Owned MediaListening - Crisis Committee - Social CRM

Listening“Less about us, more about them”

Owned & Earned Media expertises:relationship, social behavior and campaign insights

Analysis, crisis managementand official statements

• A ready-to-go multidisciplinary team

(senior, small, closed)

• Constant monitoring

• Weekly working sessions

• Producing literature

• Focus on prevention

• Identify and define

• Develop estrategies

• Manages (client, other partners, online

opinion makers, community)

• Reports• Documents

WHAT IT IS?

WHAT IT DOES?

Crisis Committee

Social CRM“Fans first, not Facebook first”

ALCANCE FB

PRE POST

POSTENGAGEMENT

0,6% 0,1%

POST ORG REACH 11,2% 6,0%

PAGE ORG REACH 39,7% 30,2%

ENGAGED USERS 7,3% 2,0%

Increase ownership

Campaigns, apps with fishing opportunities

Redefining proprietary platforms to hold and manage this legacy

• Customize (preferences, behavior, target)• Research• Reward• Business/ relationship insights• Sell

Social CRM“Fans first, not Facebook first”

Owned MediaContinuous-learning Framework

S13 S14 S15 S16 S17 S18 S19 S200.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

TOTAL ENGAGEMENT

sorte do dia texto objetivoregras do facebook segredo horóscopoTipos de Beijos sinalizador morando sozinhopareço legal Pontuais Outros

PontuaisOutros

Tipos de Beijosmorando sozinho

pareço legalsegredo

textoobjetivo

horóscoporegras do facebook

sinalizadorsorte do dia

0.02%0.02%

0.03%0.03%0.03%0.03%

0.03%0.04%

0.04%0.05%

0.05%0.05%

AVG. WEEKLY ENGAGEMENT

Source: Facebook InsightsAverage engagement per post (interactions/base) / Total engagement on the pageWith midia

Content Practices

Photo Status

0.12%0.08%

0.20%0.14%

w/o Call to Action w/ Call to Action

Photo Status

Call-to-Action/ Images

WK11-WK1424

WK16-WK1936

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

0.12%

0.14%

0.16%

0.18%

Total engagementAvg engagement p/post

WK11-WK1424

WK16-WK1936

0%10%20%30%40%50%60%70%80%

0%5%10%15%20%25%30%35%

Organic reach (7 days)Organic Reach (day)

Posting Elasticity

AMBEV MON TUE WED THU FRI SAT

SUN

7:00 AM - 8:59 AM

9:00 AM - 10:59 AM

11:00 AM - 12:59 PM

1:00 PM - 2:59 PM

3:00 PM - 4:59 PM

5:00 PM - 6:59 PM

7:00 PM -8:59 PM

9:00 PM -10:59 PM

11:00 PM - 0:59 AM

1:00 AM - 2:59 AM

3:00 AM - 4:59 AM

5:00 AM - 6:59 AM

Heat Mapping

sep-11

oct-11

nov-11

dec-11

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

41%

42%

43%

44%

45%

46%

47%

48%

49%

44%

46%

47%

48%

Eng Likes

jan/12feb/12

mar/12

apr/12

may/12jun/12

jul/12

aug/12

sep/12oct/

12

nov/12

dec/12

-5%

0%

5%

10%

15%

20%

25%

30%

0 %

5 %

1 0 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %

4 0 %

6%3%

5%

13%

28%

13%

11%

34%

36% 36% 36% 36%

Points Share

2011UNWEIGHTED

Likes + comments + sharesFans

2012WEIGHTED

Each type of interaction had a different weightLikes 1ppt, comments 2 ppts and Share 3ppts

INTERACTIONSPS(Post Score)

=

SHARES

REACH%SHARE =

REACH

sep-11

oct-11

nov-11

dec-11

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

41%

42%

43%

44%

45%

46%

47%

48%

49%

44%

46%

47%

48%

Eng Likes

jan/12

feb/12

mar/12

apr/12

may/12

jun/12

jul/12

aug/12

sep/12

oct/12

nov/12

dec/12

-5%

0%

5%

10%

15%

20%

25%

30%

0 %

5 %

1 0 %

1 5 %

2 0 %

2 5 %

3 0 %

3 5 %

4 0 %

6%3%

5%

13%

28%

13%

11%

34%

36% 36% 36% 36%

Points Share

jan-13

feb-13

mar-13

apr-1

3

may-13

jun-130.0

500,000.0

1,000,000.0

1,500,000.0

2,000,000.0

2,500,000.0

3,000,000.0

3,500,000.0

4,000,000.0

UNWEIGHTEDLikes + comments + shares

Fans

WEIGHTEDIt type of interaction had a different weight

Likes 1ppt, comments 2 ppts and Share 3ppts

2013 ENGAGED USERS(28 days)

Benchmark

Average Engagement Facebook Brazil: 2.0%

sep-11

oct-11

nov-11

dec-11

jan-12

feb-12

mar-12

apr-12

may-12

jun-12

jul-12

aug-12

sep-12

oct-12

nov-12

dec-12

jan-13

feb-13

mar-13

apr-13

may-13

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

3.1%

1.9%

Guaraná Fans Skol Fans Guaraná Eng Skol Eng

sep-11

oct-11

nov-11

dec-11

jan-12

feb-12

mar-12

apr-12

may-12

jun-12

jul-12

aug-12

sep-12

oct-12

nov-12

dec-12

jan-13

feb-13

mar-13

apr-13

may-13

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

0%

10%

20%

30%

40%

50%

60%

Guaraná Fans Skol Fans Guaraná Eng Skol Eng

Benchmark

Average Engagement Facebook Brazil: 2.0%

set-1127,8MM

dez-12250,5MM

Ambev2.888,0

Ambev41.203,3

Ambev Diageo Kraft L'Orealp&g Unilever Other CPG Companies

GUARANÁ ANTARCTICA HAS BECOME “BRAZILIAN MOST SOCIAL BRAND” DUE TO:

– a bold Client: nonconformist, quick decision-maker, results oriented and courageous brand and people

– a continuous-learning Framework: tireless efforts to understand all social platforms by measuring everything

– an active content factory: great content, lots of experimentation and Guerrilla campaigns

– a clear focus on earned media: every campaign is tailored to be spreadable– micromanaging Paid Media: understanding and focusing on what media

brings better results.

Take Out

Thank you!

Top 50 Creative Companies in

the World(AdAge/ July 2012)