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How Nestle married chocolate to Google technology
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This report describes how Nestlé is approaching connecting online and offline marketing, including partnering with Google to name an iteration of the technology company's mobile phone operating system after KitKat, the chocolate bar owned by Nestlé.
This report describes how Nestlé is approaching connecting online and offline marketing, including partnering with Google to name an iteration of the technology company's mobile phone operating system after KitKat, the chocolate bar owned by Nestlé. This affiliation led to extensive social media buzz and promotional KitKats offered the chance to win Android-related products. Other digital endeavours include the use of QR codes with the Drumstick ice cream in Malaysia; tie-ups with BenNaNa, a peelable ice cream, and the Chinese social-media platform, QQ; and a 'Tweeting bra' created by Nestlé Fitness cereal in Greece.
How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
Beyond Dark: Measure of pleasure
Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2013
This case study describes a launch campaign in the UK for Beyond Dark, a new dark chocolate brand, which targeted women with an emotional claim.
This case study describes a launch campaign in the UK for Beyond Dark, a new dark chocolate brand, which targeted women with an emotional claim. The brand wanted to substantiate the emotional 'pleasure' claim to make it stand out, and so used a scientific study to measure pleasure with various activities compared to its product. Beyond Dark was then marketed as 'the measure of pleasure', with marketing placing various activities on a scale compared to the product. The scientific scale generated news coverage and sharing amongst various influencer groups, including bloggers. Social media engagement and internet searches increased. The campaign also led to Sainsbury's, the supermarket chain, doubling its distribution of the product and new distributors coming on board. After two months sales had risen by 327%.
How Dunkin' Brands drives marketing innovation
Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2013
This report describes how Dunkin' Brands, the fast food chain owner, approaches marketing in the US, as consumers become more digitally engaged.
This report describes how Dunkin' Brands, the fast food chain owner, approaches marketing in the US, as consumers become more digitally engaged. Dunkin' Brands has established a culture which encourages ideas and innovation, and regards innovative failures as a learning process. This culture has helped to create marketing success: an example of using short-form videos during a football television show is explained. The company has a strong focus on social media with consumers' posts sometimes featured in ads. Mobile is important to the brand as it is seen as a way of deepening one-to-one relationships with customers. A mobile app has been developed which provides new product information, locates nearby stores, and has gifting and social media sharing options. The app also allows consumers to complete transactions with loaded prepaid credit. Despite this focus on one-to-one marketing tools, the company believes mass-marketing communication will continue to be important: the challenge lies in finding the correct balance.
Why mobile demands the diverse strengths of a full-service agency
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report looks at how BBDO is using mobile within the media mix, focusing on a campaign it ran for Snickers, the chocolate brand, in the UK.
This event report looks at how BBDO is using mobile within the media mix, focusing on a campaign it ran for Snickers, the chocolate brand, in the UK. To build upon the “You’re not you when you’re hungry” positioning that had proved so profitable for Snickers on TV, the agency partnered with celebrities like model Katie Price, footballer Rio Ferdinand and singer Cher Lloyd, and posted out-of-characters messages to their Twitter feeds. After several hours in each case, it was revealed that Snickers had been behind these unusual posts, a message illustrated by the celebrity concerned eating one of the brand’s chocolate bars.
How do you eat your Cornetto Mini?
Sean Ong, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign to launch a new flavour variant from Cornetto Mini, the ice cream brand, in Indonesia which targeted teenagers.
This case study describes a campaign to launch a new flavour variant from Cornetto Mini, the ice cream brand, in Indonesia which targeted teenagers. The campaign introduced the concept through television and online advertising, increased awareness with use of celebrity endorsement, and continued on social media. It appealed to teenagers' social media usage and love of celebrity to create a 'finger tutting' trend. This approach resulted in an increase in sales and market share, and strong Facebook and Twitter engagement.
Cadbury Dairy Milk: Shubh Aarambh (An auspicious beginning) with Cadbury Dairy Milk
Pooja Kewalramani, Warc Prize for Asian Strategy, Entrant, 2013
This case study explains how Cadbury Dairy Milk (CDM), the confectionery brand, repositioned its products to be associated with traditional Indian celebrations.
This case study explains how Cadbury Dairy Milk (CDM), the confectionery brand, repositioned its products to be associated with traditional Indian celebrations. Homemade sweets are traditionally eaten to welcome new beginnings in India and so in this campaign CDM associated the brand with a range of 'new beginnings'. The campaign utilised different media channels for different types of new beginnings. The result was growth of sales by 30%.
Alpenliebe Candy: The Soft Side of Tough
Tian Li, Warc Prize for Asian Strategy, Entrant, 2013
This case study discusses how Alpenliebe, the soft candy brand, increased sales in China with an emotional campaign message.
This case study discusses how Alpenliebe, the soft candy brand, increased sales in China with an emotional campaign message. Alpenliebe was operating in a competitive market with low visibility. The brand's existing slogan 'kindness with the heart' was expanded to appeal to young consumers who felt criticised and pressured. The product was marketed as softening critical parents and bosses through television ads. The campaign increased sales by 59%, as well as brand awareness and purchasing intention.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
Cadbury Dairy Milk: Happily Married - Chocolate and Mishti (traditional sweet)
Team Pinnacle, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study explains how Cadbury, the chocolate brand, sought to gain market share from more traditional sweets in the Indian state of West Bengal.
This case study explains how Cadbury, the chocolate brand, sought to gain market share from more traditional sweets in the Indian state of West Bengal. The chocolate market, however, is worth just 10% of the overall $10bn Indian sweets market. A media strategy was devised to target traditionalists and gatekeepers of Bengali culture, to be evangelists of Cadbury Dairy Milk chocolate. Challenges were organized among traditional sweetshops to create new kinds of traditional sweet, and local celebrities were invited to be the face of participating sweetshops and the Bengali populace submitted their own recipes. This resulted in 80 new varieties of chocolate-mishti (sweet). Two million pieces of Cadbury Dairy Milk mishti were sold during the campaign period. Extensive PR coverage, in partnership with the state's leading newspapers, was valued at Rs30 million.
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