Efficient FMCG social

network campaigns Darius Bagdžiūnas

Gaumina

ECR Baltic 2011

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SOCIAL CAMPAIGN TYPES

CREATE A MOVEMENT

SOCIAL CAMPAIGN TYPES

STIMOROL AIR RUSH

STIMOROL

STIMOROL

• 40000 free sample packs of the company’s Orange Mint gum

• Army of gingers to help distribute their goods

• The campaign picked up a bunch of press

• Reached 67% of Romanians,

• Generated 300,000 Euros worth of media.

• Become Romania’s most popular chocolate bar (a 79% increase)

GILLETTE

GILLETTE

• Women started were involved ir Shaving Sutra movement.

• 100 additional shaving positions were created.

• In 60 days 4 million new consumers joined

• Gathered free media exposure worth of 3.4 mln. USD.

USER GENERATED CONTENT

SOCIAL CAMPAIGN TYPES

SKITTLES

• 21.000 status update videos in 2 weeks,

• Facebook user activity increased by 1000%, user growth rate increased by 11.000%,

• Sales up by 30%.

NESCAFE DOLCE GUSTO

NESCAFE DOLCE GUSTO

• 50000+ Likes of Fabebook page

NESCAFE DOLCE GUSTO

USE OF TRENDS

SOCIAL CAMPAIGN TYPES

M&M‘s

M&M‘s

M&M‘s

M&M‘s

• Each player spent 19 minutes average looking for red candy.

GREAT HAPPENINGS

SOCIAL CAMPAIGN TYPES

COCA COLA

COCA COLA

• Great social coverage

• Big press coverage

PRODUCT PLACEMENT

SOCIAL CAMPAIGN TYPES

MINIBIS + FARMVILLE + ORKUT

MINIBIS

MINIBIS

MINIBIS

CASCADIAN FARM

CASCADIAN FARM

• In few days has been purchased by more than 1 mln players for 20 credits each.

• In total, 310 million Cascadian Farmorganic blueberries have been planted by FarmVille players.

INTERNET OF THINGS

SOCIAL CAMPAIGN TYPES

COCA COLA

• Facial recognition devices at brand events to create Facebook posts.

COCA COLA

• Tens of thousands of people used the FaceLook machines to share their experiences with their Facebook friends.

ARIEL

ARIEL

ARIEL

ARIEL

• “Ariel” Facebook fans played 36 hours

• Used 90 liters of jam, ketchup and chocolate to win all clothes

TNUVA CHOCOLATE DESSERT

CONCLUSION

SOCIAL CAMPAIGN TYPES

1971 1991

NON – INTERACTIVE CHANNELS

1971 1991 2011

2011

• Newspapers,

• TV,

• Cable TV,

• Digital TV,

• Satellite TV,

• Movies over the internet,

• Interactive movies,

• Magazines,

• Radio,

• Podcast

• Music cassette,

• Video cassette,

• CD,

• DVD,

• DVR,

• iTunes,

• Mp3 players,

• Yellow pages,

• Video games console,

• PC,

• Screensaver,

• Wallpaper

• Adwords,

• Banners,

• Geotargetin,

• Personalization,

• Dynamic content,

• SMS,

• MMS,

• Push

• Email,

• Instant messaging

• Websites,

• Blogs,

• Portals,

• Self-service systems,

• Auctions,

• Groupons,

• Interactive video

• Social networks,

• App,

• Wikipedia,

• E-commerce,

• M-commerce,

• Table PCs,

• E-books scanners,

• Social networks games,

• Phone games,

• Augmented reality,

• Virtual words,

• Viral campaign,

• Interactive phone calls,

• ACM,

• ATM,

• Loyalty systems,

• User id,

• Bluetooth,

• QR code’s

• IVR,

• The internet of things,

• Web camera’s,

• Content management

system.

• Online banking.

• Massive multiplayer

• Social gaming

• Texads

• Page rank

• RSS

1971 1991 2011

Attention Interest Desire Action

1971 1991 2011

35 %

8 %

Source: Kissmedia 2011

Ad recall

1971 1991 2011

8 %

20??

Ad recall

DEEPEN RELATIONS WITH

CUSTOMERS AT EVERY POINT

ACROSS THE VALUE CHAIN

Customer Marketing

Customer Marketing

Customer Marketing

Customer Marketing

Customer Marketing

Customer Marketing

Customer Marketing

•Raise level of digital

understanding within your

team.

•Centralise measuring.

•Upgrade post campaign to

real time marketing.

d.bagdziunas@gaumina.lt

GAUMINA.LT

Real-time marketing

Training. Consulting. Solutions.

Test your digital marketing

maturity at

www.gaumina.lt/ecr2011