HOW WE BUILD BRANDS WITH ROI AND PROVEN RELATIONSHIP PRINCIPLES (CLIENTS AND CASE STUDIES)
DIGITAL AND SOCIAL MEDiA MARKETING
TYSON FOODS BUILDS A BRAND THROUGH BLOGGER RELATIONS, SOCIAL PROMOTIONS AND COMMUNITY. THEY ACHIEVE +35% SALES LIFT AND BREAKTHROUGH ROI
SITUATION: TortillaLand fresh, uncooked tortillas from Tyson Foods are different from pre-cooked tortillas that contain preservatives. Once consumers try TortillaLand, they swear by their superior fresh taste and say they’ll never go back to buying pre-cooked kind again. But the brand has low awareness.
SOLUTION: TortillaLand created outreach by: 1) Building blogger relations with blogger who are writing to their audiences about the brand and 2) conducting social sweepstakes on Facebook to distribute coupons and create email lists. The objective create awareness and build brand relationships through “earned” media that rivals anything that could have been created through “paid” media.
RESULTS: Sales increase +35%s. Facebook “Likes” increase 7X. A 20,000+ person database is created for emails that show a 50% open rate . The database also serves as a brand community for market research and new product ideas with a significant ROI versus traditional methods like focus groups.
SOCIAL AND BRAND ADVOCACY
ADVOCACY AND SOCIAL SHARING BRING OUT THE ROI FOR COLGATE AND THE STARLIGHT FOUNDATION
SITUATION: Every February, Colgate Palmolive helps the Starlight Foundation, an organization dedicated to improving life for terminally ill children. They donate a Wii Fun Center every day to a deserving children’s hospital. Consumers vote at the Colgate website for their favorite children’s hospital.
Radio, major magazines, online advertising, PR and events are traditionally are used to create awareness and encourage voting and participation.
SOLUTION: In 2010, social media is included in the marketing mix. A social media “app” is developed for the voting at http://colgate.com/showthelove. Through the “app,” consumers are able to: 1) Locate their favorite children’s hospital, 2) see who the daily winners are and 3) encourage their friends on social networks and relevant blogs to get involved. Recommendations are delivered with a branded “Show the Love” digital mnemonic (visual in the center above).
RESULTS: Social media outperforms expectations, shows significant return on investment and plays an integral role in the program’s success.
- 20% of consumers who vote also share on their social networks and blogs. For perspective, typical response rates for promotions on consumer packaged goods brands are less than 5%.
- They are on the social media “app” 3X longer than the web site
- 25% of total traffic comes from social media; mostly from Facebook
- Total impressions compare favorably to mass media because the average Facebook user has 130 friends
- Text analysis shows learning and offers direction for next year’s efforts
- Lead acquisition occurs and a database is built; it’s now an activation source for future brand building programs
The return on investment from social media is significant. Relative to total program costs, it is a small, single-digit percentage. It delivers strong, double-digit results.
SITUATION: 12-13 year old girls are the life long customers and most valuable consumer segment for P&G’s Always and Tampax brands. Although these girls talk about a lot with one another, one thing they generally don’t discuss is their menstrual cycle.
SOLUTION: A brand community, beinggirl.com, is created to speak to all their shared interests and the rites of passage for 12-13 year old girls, including their menstrual cycle, and P&G brands.
RESULTS: P&G generates a much larger audience, deeper levels of engagement and a 4-to-1 return on investment versus traditional channels by reaching out to shared interests and then a discussion of their brands. The community initiative is now being expanded to 22 countries.
AMERICAN HEART ASSOCIATION, WITH GAME-CHANGING INNOVATION, INCREASES DONATION 5X WITHIN 24 HOURS THROUGH MOBILE MARKETING
SITUATION: American Heart Association is composed of 3 communities that collectively sponsors 1000+ events/year. The communities are 1) Power to End Stroke, 2) Go Red for Women and 3) Start! Extend Your Life. Their mission is to educate and empower; their business needs are to secure sign ups and donations. Sign ups at events occur through the manual process of paper and clip boards.
SOLUTION: The American Heart Association changes the context of connecting with consumers at events from paper and clip board to text messaging with strategically coordinated alerts to remind attendees of the shared interests and similar beliefs that is the reason they are all together.
RESULTS: A response rate 5 time industry norm is achieved within 10 minutes of announcements and a seamless sign up process occurs through mobile phones with no misreporting and time-consuming administration. The process from sign ups to donations which used to take weeks or longer now occurs within 24 hours.