SOCIAL MEDIA MIX - SOMO awards-

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BRAND STORY

Irresistible smell of Doncafe brings people together, to pause, share and recharge

IDEAWOULDN’T it BE GREAT IF we COULD drink coffe online?

WAY TO DO THATBUILD ONLINE COMMUNITY OF COFFE LOVERS AND GIVE THEM SPACE TO ENJOY THEIR COFFEE TIME

HOW WE DID ITDONCAFE ENTERED THE LOCAL DIGITAL SPACE BY BUILDING PRESENCE ON 4 SOCIAL NETWORKS

WHY FACEBOOKFemale facebook users, doncafe core target group, login to facebook first thing in the morning while having their cup of coffee

WHY TWITTERThey move on through THEIR dailyactivities fast, so we tend to stay connected with them on the go

WHY FLICKRDURING THEIR DAILY COFFEE BREAKS, THEY CATCH UP AND SHARE THE LATEST PHOTOS, DISPLAYING VARIOUS CONTENT FROM TWEETUP EVENTS TO ORIGINAL COFFEE COCKTAIL RECIEPES

WHY YOUTUBEWHILE RELAXING AND HAVING THEIR SPECIAL MOMENTS, THEY ENJOY TV COMMERCIALS, BEHIND THE SCENES MATERIALS AND OTHER EXCLUSIVE VIDEO CONTENT

THE LINKCOFFEE LOVERS ARE NOT EASILY ENTERTAINED ; )by GIVING THEM CONVERSATION PIECES ON DIFFERENT CHANNELS, they WILL ENJOY EVERY DROP OF THEIR COFFEE WHILE BEING ONLINE

HOW WE TALK TO PEOPLE from the very first morning cup of coffee, we are boosting the interaction with our fans

HOW WE TALK TO PEOPLEWe keep the crowd engaged by continuosly organizing contests, entertaining Apps and challenges

HOW WE TALK TO PEOPLEFirst thing in the morning, we share our favorite ritual: coffee!

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HOW WE TALK TO PEOPLEENTERTAIN FOLLOWERS WITH COFFEE READING UPON THEIR TWEETPICS

HOW WE TALK TO PEOPLEBRIGHTEN UP MondayBy posting weekly Doncafe horoscope

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HOW WE TALK TO PEOPLEWe like to ask fans and gather insights

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HOW WE TALK TO PEOPLEAnd promote our Facebook contests

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HOW WE TALK TO PEOPLEGIVE OUR SUBSCRIBERSSNEAK PEAK OF EXCLUSIVE VIDEO CONTENT

HOW WE COMMUNICATESHARE PHOTO SETS FROM OUR TWEETUP EVENTS

HOW WE TALK TO PEOPLEWe are traditional

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HOW WE TALK TO PEOPLEbut also fashionable ;)

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HOW WE TALK TO PEOPLEOur fans say we’re kinda funny

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HOW WE TALK TO PEOPLEand they seem to like mouthwattering recipes we share

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IDENTITYWE KEEP IT CONSISTENT

IDENTITYMATCHING

IDENTITYSEASONALLY REFRESHED

IDENTITYTAILOR-MADE DURING CAMPAINGS

IDENTITYIN LINE WITH OTHERCOMMUNICATIONchannels

RESULTS | Facebook

8 USER ACTIVATIONS

RESULTS | Facebook

120, 971 NEW FANS

RESULTS | Facebook

1 .332.304 POST LIKES

RESULTS | Facebook

167. 015 POST SHARES

RESULTS in previous year...

RESULTS | Facebook

69 .244 COMMENTS

RESULTS | FacebookUp to 33 .000 PEOPLE TALKING ABOUT

RESULTS | FacebookTOTAL REACH 31 .198.237

RESULTS | Facebook

VIRAL REACH 5.393.299

RESULTS | Twitter4 USER ACTIVATIONS

RESULTS | Twitter2.210 new followers

RESULTS | Twitter

1896 MENTIONS

RESULTS | Twitter

4.408 FAVS

RESULTS | YouTubeTOTAL Views: 75.809

RESULTS | YouTubeEstimated minutes watched: 22.433

RESULTS | Flickr

TOTAL Views:

26,498

RESULTS | Events

WE ORGANIZED 4 Tweetup events, TAKE A LOOK...

RESULTS | Events

GUESTS TWEETED 1.245 tweets using

#kafaup

RESULTS | Events

AND GENERATED TOTAL REACH

661. 516

RESULTS | Events

Along with

1.423.952 TOTAL IMPRESSIONS

By going through thispresentation ...... you have increased our reach +1, generated 49 impressions flipping through slides, and by watching for approx.

5 minutes you have increased our engagement with at least 2 clicks

So thanks for that!