Post on 26-May-2015
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!