Anel kolchina. kraft foods

Jacobs Monarch special projects in social networks

June, 2010

Agenda

• Projects background

• Special “Invitation for a cup of coffee” project on www.odnoklassniki.ru

• Women’s day project in the social network [email protected]

Source: TNS Gallup data, 2009

Jacobs Monarch Target audience: • Female and Male with higher female skew. Primarily 25-34 y.o.• Secondary and Higher education. • Skilled Specialists and Managers, Office Workers• Middle and High income • Being with family, socializing with relatives, colleagues and friends means

a lot for them• They enjoy being together with close ones, having a chat and sharing

experience

Following the growing popularity of social networks, we used the opportunity of communication online at the networks relevant to TA

Russia Moscow S.-Petersburg

Vkontakte.ru was not considered due to skew to younger audience

Source: ‘000; Daily average data TNS October 2009

Odnoklassniki.ru audience corresponds well with Jacobs Monarch TA with strong female skew and average age

Russia

Source: TNS Web-Index, age 12-54, Cities of Russia number not less than 100 thousand people

Moi Mir @ Mail.ru audience as well

Russia

Source: TNS Web-Index, age 12-54, Cities of Russia number not less than 100 thousand people

Agenda




In November 2009, Jacobs Monarch launched a special “Invitation for a cup of coffee” project, announced with the banner at the main page

Banner at the main page

The mechanics was very simple – invite your friend for a cup of Jacobs Monarch and send him a free gift (new service)

Branded promo page

A friend received a message with a gift (green Jacobs cup) that was placed on the photo for a week

Friends activity was also tracked in the “Activity line (Lenta aktivnosti)” part

Banner announcement results:

– Banner impressions: 100 199 991

– Banner clicks: 616 851

– Banner CTR: 0,62% vs category norm of 0.12%

Announcement results were 5 times higher vs category norm

Project results Forecast Result Comments

Promo-page reach (unique users who used the service)

120 000 4 232 089 ~ every 3rd Odnoklassniki user used the service

Unique users who received the gift

- 10 819 314 ~ 77% of Odnoklassniki monthly reach

Number of gifts distributed

80 000 – 100 000 19 415 052 200 times higher (!) vs planned

Project results were outstanding and significantly higher vs planned

Users’ activity pattern proved the relevance of shorter placement period

Comments– 80% of Odnoklassniki.ru total monthly audience visits the site during 1 week– Thus the decline of the number of senders looks perfectly natural – after 1 week the

majority of Odnoklassniki.ru audience have already used the service. However the users’ interest doesn’t decline to zero - which means that

• People who rarely visit the site are involved in the communication• Some people who have already sent the gift, did it again and again

– There is no need to switch to another viral instrument after 1 week of the project, as it will not provide any additional reach and may cause negative users reaction.

Agenda




In order to support seasonal activity for March 8, Jacobs Monarch launched special “Flowers for Women’s day” activity

Branded promo page

User could create a special bouquet for the close ones. Each flower had a certain emotional meaning

Impressions of the page:

45 581 737

The mechanics was very clear – create the bouquet, write the greeting text, select your recipient and send a free gift

Display of the report on bouquet delivery

Banner activity for announcement gained exceptionally high results

Impressions - 20 063 980 Clicks - 121 639CTR - 0,61%

Banner 200х300 on МойМир@Mail.ru Banner 240*400 on Почта@Mail.ru

Impressions - 10 041 483 Clicks - 32 074 CTR - 0,32%

Banner at the main page on Mail.ru


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The project was also announced by the bookmarks in the navigation menu

Bookmark on Гороскопы@Mail.ru Bookmark on МойМир@Mail.ru


Impressions - 1 316 072 987Clicks - 2 005 057CTR - 0,15%

Announcement was also made with the text references

«Подарить букет» on Почта@Mail.ru «8 марта» in the navigation menu on Открытки@Mail.ru

Clicks - 1 078 300Unique users – 720 708

Html-block on [email protected]

Impressions - 594 486 218 Clicks - 1 228 876CTR - 0,21%

Impressions - 3 404 241Clicks - 5 770CTR - 0,17%

«Как поздравить с 8 марта?» on МойМир@Mail.ru


Project results Forecast Result Comments

Impressions 830 000 000 1 974 903 810 +137% vs plan

Clicks 830 000 5 809 843 +599% vs plan

CTR 0.10% 0.29% 3 times higher vs planned

Ambitious plans on announcement were over-achieved

• Main reasons for exceptional results are:

• The favorable holiday period of campaign

• High relevance for the target audience

• Simple and single-minded mechanics

55 million bouquets were sent in two weeks. Every 5th participant of the portal (about 2.5 million users) used the Jacobs Monarch mechanics

Creative Type Result Comments

Unique addressees of bouquets 8,666,245 ~70% of Moi Mir userbase

Unique senders of bouquets 2,485,000 Every 5th participant of Moi

Mir

In total bouquets 54,807,318

Both projects can be considered as highly successful in Runet in terms of quantitative results and sophisticated product integration

Key success factors:

• Simple and attractive mechanics• Use of two most popular services of social networks – gifts and messaging •User-friendly design and mechanics

Overall programs evaluation:

•Impressive participation rates – 20-25%

•Unique and relevant brand integration into the social network

•Strong integration with brand communication platform “Aromagiya brings people closer”

Thank you!

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