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Entries from Digital Intelligence tagged with "brands"

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Top 25 Olympic brands- McDonalds bottom of social media league

As the Olympics begins, McDonalds languishes at the bottom of the official sponsor’s league table in terms of Twitter buzz, according to new data. The fast food brand ranked 25th, while Coca-Cola, P&G and Omega topped the BrandWatch table created by Mediacom. The tracker measures factors including volume of tweets, sentiment, potential reach of the tweeter and if tweets get responses.

30/07/2012  |  Full story...

Twitter tips for brands- Engagement higher on weekends?

How can you get the most out of Twitter? Social media tool Buddy Media has issued a new report on how businesses can use Twitter to heighten engagement and produce favourable results. The report states that to more effectively leverage Twitter as a marketing channel, businesses need to know "when to Tweet, what to Tweet and how often to Tweet."

20/07/2012  |  Full story...

Tips for foods marketers using brand websites: Save formatted ingredients lists

When a consumer spots a recipe they like online, make it as easy as possible for them to send the list of ingredients to themselves as an email or save them to a mobile platform like Evernote. Consumers see many recipes within their media day so you want to make it as easy as possible for them to remember yours when they get to the supermarket. Create a simple button which will create a correctly formatted ingredients list making it easy for the consumer to save. Don’t forget to include some subtle branding so they remember where they got the recipe from!


Tips for food marketers using brand website: Low cost video

Think about how you can use low cost videos to illustrate key steps within a recipe or professional techniques for common jobs such as slicing onions or peeling vegetables. To make these cost effectively use simple “soft studios” such as kitchens you already have built in the office, use non-celebrity chefs and host them on YouTube. Keep the videos short and quick to load so that a user can watch whilst they are preparing the recipe. Remember as well to make sure the video is formatted for phone or tablet, this is what they are likely to have in the kitchen!


YouTube Playbook for marketing– creating and optimizing online video content

YouTube Playbook

Are you creating online video content? Are you optimizing online video effectively? Are you wanting to build strong always-on online content? If so, then the latest tips come in the form of this YouTube Playbook for marketing managers.

The YouTube Playbook that has been produced by YouTube’s owner, Google, and pulls together best practice examples from across the globe and across dozens of industries. It explains the processes to really help your YouTube strategy fly, and here at the Digital Training Academy is part of our deep dives in video content design.

The Playbook is split into a number of practical sections that illustrate how you can make an always-on video strategy that delivers real value.

• How to use and develop a successful branded YouTube channel?
• How to design content and program calendars?
• How to optimize the content so it is discovered through search?
• How to build a community through YouTube and engage with consumers?
• How top integrate branding and calls to action that work and deliver real value.
• Using analytics with YouTube so that you can tell when you are winning and real optimize to deliver the highest ROMI.

Read full report: YouTube Playbook for brands and agencies


Driving audiences to Websites- Tips from our digital strategists

Packaging is one of the most powerful advertising platforms you have - the core of your free 'owned' media. Find the highest volume SKUs and look for ways to incorporate the web address into those. You don't need to be on every product that ships, and to reduce supply chain costs, restrict the number of changes you're making to those that will have the greatest impact.


Driving audiences to Facebook- Tips from our digital strategists

Use your packaging. In the FMCG industry it's one of the most powerful advertising platforms there is. But go further than just including the URL - give consumers a reason tp 'like' your brand. Show the value of the content updates you're creating and hint at the enjoyment they'll get. By landing this message on the packaging your'e giving consumers a reason to believe, and a reason to like you.


Average Facebook engagement rate by industry: Global

This chart depicts each industry's average content engagement rate compared with their average number of Facebook fans. Engagement goes beyond simple 'likes' and looks at fans commenting and interacting with branded content. FMCGs attract most fans to their pages (2.3 million) but the content posted yields low engagement (0.072%). The automotive industry however has a low average number of fans (0.85 million) but they engage far more with the online content (0.207%).

Average Facebook engagement rate by industry: Global. This chart depicts each industry's average content engagement rate compared with their average number of Facebook fans. Engagement goes beyond simple 'likes' and looks at fans commenting and interacting with branded content. FMCGs attract most fans to their pages (2.3 million) but the content posted yields low engagement (0.072%). The automotive industry however has a low average number of fans (0.85 million) but they engage far more with the online content (0.207%).

18/07/2012  |  Full story...

Top 20 food & beverage brands on Facebook: Global

This chart depicts the top 20 brands in terms of Facebook fans in the food and beverage sector. Coca Cola is at number one with over 45 million fans, surpassing its nearest rival starbucks by nearly 15 million fans.

Top 20 food & beverage brands on Facebook: Global. This chart depicts the top 20 brands in terms of Facebook fans in the food and beverage sector. Coca Cola is at number one with over 45 million fans, surpassing its nearest rival starbucks by nearly 15 million fans.

18/07/2012  |  Full story...

Measuring social media buzz: Most user chatter about companies ‘happens on Twitter’

Companies in the Fortune Global 100 were mentioned a total of 10,400,132 times online during a month-long period, with the majority of these mentions appearing on Twitter, according to a new report. The Burson-Marsteller Global Social Media Check-up 2012 examined the Fortune Global 100’s use of popular social networking platforms including: Twitter, Facebook, YouTube and, for the first time, Google Plus and Pinterest. This year, Visible Technologies provided data on social media users’ discussions of companies online.

18/07/2012  |  Full story...

Are Facebook ‘likes’ being faked? BBC spoof bagel firm gets 3000 fans

Fake profiles could be responsible for a significant proportion of Facebook 'likes', causing inflated figures that lead brands and advertisers to waste time and money on social media campaigns, according to a new report. A BBC investigation set up a site for fake firm VirtualBagel on Facebook with a modest $10 ad campaign on the social network.By the end of his campaign’s first week, VirtualBagel had 2999 likes.

16/07/2012  |  Full story...

Digital Vs TV spend: Cadbury's online video advertising gets 4 times more ROI than TV


Cadbury's "Chocolate Charmer" online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite only investing 7% of its budget in online, the brand saw the sector generate 20% of the sales. This case study from Gfk NOP highlights to growing power of online advertising in the marketing mix.
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Brand: Cadbury’s | Media: YouTube, TV, Social Media | Agency: Fallon London | Country: UK | Sector: FMCG

14/07/2012  |  Full story...

How Kraft’s ‘Dinner, Not Art App’ boosted brand positioning and engagement


Kraft’s ‘Dinner, Not Art App’ harks back to school days and macaroni art, making creative use of the way its Mac and Cheese brand is perceived in a positive and nostalgic light. The "Dinner, Not Art" campaign from Crispin Porter + Bogusky seeks to save the real noodles by encouraging virtual macaroni art projects with a free iPad app. Users can choose a canvas, cover it in noodles and manipulate them to create a macaroni masterpiece. For every digital noodle used in the app, Kraft will donate 10 real noodles to Feeding America, up to 110 million noodles. A maximum of 100 digital noodles can be used per any single piece of saved art, for a maximum 1000 noodle donation per piece of saved art. The campaign so far has led to 244790 noodles being donated. Users can also "glue down" your art and save it to a digital refrigerator. The creations will be posted on Kraft's Macaroni Masterpiece Gallery on its Facebook and Pinterest pages. The brand began promoting the initiative with the TV spot below, which broke earlier this week.

More on this Case study …
Brand: Kraft Macaroni & Cheese |Media: Facebook | Country: USA |Sector: FMCG | Agency: Crispin Porter + Bogusky | Format: Facebook App

YouTube Case Study | Kraft App


Social media marketing- Unilever uses Facebook vouchers for Marmite cereal bar giveaway


In early 2010, Unilever launched a campaign on Facebook to distribute samples of its new Marmite Cereal Bar and to drive awareness of the new product. This case study shows how the brand used the Facebook Ad Units format to create buzz, generating 22m impressions and distributing 33,000 samples to its target audience of mums and young adults.

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Brand: Unilever Marmite |Media: Facebook | Country: UK |Sector: Food & Beverages| Agency: Mindshare | Format: Facebook Ad Unit

14/07/2012  |  Full story...

How PepsiCo India uses Facebook Reach Block to get 19 million video ad views


Ahead of the Cricket World Cup 2011, PepsiCo India used Facebook’s video ad formats to closely engage with target audiences. The campaign’s main objectives were to create buzz, get the cricket-centric TV spots closer to consumers, create deeper level of engagement for the brand and drive traffic to an application created for the World Cup.

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Brand: PepsiCo India | Media: groupm | Country: India |Sector: Beverages | Agency: Komli | Format: Facebook Reach Block

14/07/2012  |  Full story...

Facebook case study: Cadbury video viral gives ‘thumbs up’ to 1 million social media fans


The Cadbury Dairy Milk UK Facebook Page reached a social media milestone when it welcomed its one millionth fan on Saturday, January 7, 2012. To say thank you, the brand constructed a giant chocolate Facebook ‘thumbs up’, piece by piece, from thousands of Cadbury Dairy Milk bars and put the video on the social network. This case study shows how Cadbury managed to keep the momentum of its growing social media audeience.

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Brand: Cadbury Dairy Milk |Media: Online, email | Country: UK|Sector: FMCG | Agency: Hypernaked | Format: Facebook Page Videos

14/07/2012  |  Full story...

Mobile case study- Coca-Cola branded iPhone game drives teen engagement


Coca-Cola has made a foray into advergaming with their new title, Crabs & Penguins. The beverage giant made smart use of gamification techniques, with a music soundtrack and social media links, to build long-term engagement with consumers by letting players unlock levels and learn about a story.

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Brand: Coco-Cola |Media: Communities & Gaming portals, Smartphones, Mobile | Sector: FMCG | Agency: Ember Lab | Format: iPhone App |

YouTube video: Coca-Cola | Mobile App: Crabs and Penguins | Micro-site campaign: Crabs and Penguins

14/07/2012  |  Full story...

The secret is out there: How Coca Cola used a multi-channel advertising campaign to engage the teen market


Many companies worry about how their brand is being talked about online as it is seems unpredictable and uncontrollable. This case study shows how Coca Cola encouraged conversations to happen about their brand with a multi-channeled digitally focused ad campaign full of relevant, engaging and viral content.

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Brand: Coca Cola | Media: interactive digital marketing | Country: US | Sector: FMCG Drinks | Objective: engage the youth market | Agency: Wieden+Kennedy | Format: multi-channel advertising

Digital Marketing Case Study Video

14/07/2012  |  Full story...

Case Study: How Coke Zone’s customer loyalty scheme became the top grocery brand site in the UK


Back in 2008, Coca-Cola was faced with a declining market share in the UK teen market. This case study reveals how the drinks giant linked on-pack point codes to an engaging Coke Zone rewards website, boosting customer loyalty and becoming the most visited UK grocery brand site in the process.

Since the scheme went live, its email offers mailshot enjoys an open rate of 49 percent and a click through rate of 71 percent. The Coke Zone site garners dwell time averages 9 minutes, and prize draw entries total 116,497. Coke Zone is now consistently the UK's no.1 Food & Drink brand website. Currently the site gets over 38 million Facebook fans and over 400,000 Twitter followers.

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Brand: Coca Cola | Media: interactive digital marketing | Country: UK | Sector: FMCG Drinks | Objective: engage the youth market | Agency: Carlson Marketing | Format: Multi-Channel Marketing

Digital Marketing Case Study | Coke Zone's holiday video

14/07/2012  |  Full story...

Barista Facebook campaign creates brand awareness and engagement


Coffee house chain Barista used Facebook to create awareness of its seasonal 'Hawaiian Summers' menu, encouraging users to engage with the brand. The campaign created a Facebook fan page loaded with a games app and contest.

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Brand: Barista Lavazza |Media: Facebook | Country: India |Sector: Hospitality | Agency: AliveNow | Format: Facebook page, Facebook Game App

Read the case study here | View the eCRM mailer

14/07/2012  |  Full story...

Lacta Facebook app lets users compare friends to chocolate bars


Lacta Chocolate’s Facebook App made smart use of social media, boosting brand engagement and tripling their fanbase in the process. The app let users customise the Lacta chocolate wrapper with their loved ones names and compare them to the particular flavour before, uploading the results to their wall, reaching out to hundreds of people on their list. The campaign demonstrates how Lacta used an engaging and appropriate app to get their fans to become brand promoters. This was done using a simple consumer insight that people enjoyed comparing their loved ones with chocolate. The App lead to 135,000 users sent out 300,000 virtual Lacta Chocolate in first week. In two months the number of Fans increased from 87,000 to 250,000, almost 3 times. The campaign lead to an increase in the number of likes on Facebook approximately 396,000 likes.

More on this Case study …
Brand: Lacta |Media: Facebook | Country: Greece |Sector: FMCG | Agency: OgilvyOne Athens | Format: Facebook Application


How Reckitt Benckiser used mini game apps to recruit talent


Reckitt Benckiser used a suite of eight online and mobile mini-games to raise brand awareness among students and graduates early in their career, as part of a recruitment drive. The games are available online and via iPhone and Android Apps. The games are promote the 8 ‘power brands’ of Reckitt Benckiser; Harpic, Durex, Clearasil, Air Wick, Dettol/Lysol, Veet, Vanish & French Mustard. The games were promoted via social media seeding strategy which targets relevant gaming portals, news groups and communities.

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Brand: Reckitt Benckiser |Media: Social feeds, Communities & Gaming portals| Sector: FMCG | Agency: TAMBA, The Workroom | Format: Online Games, iPhone & Android Apps

View a video of the campaign: Reckitt Benckiser | View the Facebook page | View the official website: CrazieRBrands | View Tamba's Case Study


Case Study: Heinz Facebook App uses personalised soup cans to boost brand engagement


Heinz used a Facebook App to allow users to send friends personalised soup tins, with messages appearing below the iconic brand. The campaign allowed fans to choose their soup variety, personalise with the friend’s name and pay £1.99 to get the can delivered to their friend in days. This case study shows how with Facebook App, Heinz got fans to send out personalised soup cans friends in the cold and flu season. The campaign combined F-commerce and personalisation with seasonality to create positive brand image and increase engagement. The campaign also led to mentions on other social platforms such as Twitter.

More on this Case study …

Brand: Heinz |Media: Facebook | Country: United Kingdom |Sector: FMCG | Agency: We are social | Format: Facebook App

Read the case Study here: We Are Social | Visit the Facebook page here Heinz


Cadbury Wispa rewards social media fans for ‘goofing off’

Cadbury has launched a new social media campaign for Wispa, celebrating ‘Time Well Mis-spent’ with a new competition. The premise of the Facebook app is that ‘it’s good to goof off’, and asks users to enter ideas on the best ways to mis-spend time. Every week for six weeks from 17 July Wispa will pick 10 ideas and make them happen.

13/07/2012  |  Full story...

Video viral of the week: Coca-Cola ‘security camera’ ad gets 5m YouTube views in one month

This heart-warming video from Coca-Cola continues the beverage giant’s ‘Happiness’ brand message, turning the negative perception of security cameras into something much more positive- boosting customers perception of Coke in the process. See why it’s our video viral of the week below…

12/07/2012  |  Full story...

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