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Entries from Digital Intelligence tagged with "brands"

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Case study: Ace uses soap-opera style mystery to create awareness and triple sales


The Brazilian campaign saw detergent brand Ace use consumer insight and an integrated use of media to reach 8.7 million people in less than three months. Ace created a campaign in soap opera style, an episode with 5 different endings, presenting five suspects for a great mystery: Whose is the grubby bra? The suspects defended themselves. The mystery was heated trough placement in TV shows, films on Facebook page and consistently engaging digital content. It also led to word of mouth in Twitter, blogs, radio stations talking about it and parody. The campaign reached 2.3 million people on Facebook with more than 60,000 fans and 227,000 visualizations on YouTube.

More on this Case study …

Brand: Ace | Language: Portugese (Brazil) | Format: Marketplace Ads, Facebook Premium Ads, Facebook Pages| Agency: Leo Burnett Tailor Made

Facebook case study | YouTube advert


Video viral case study: P&G’s ‘Olympic Moms’ ad gets over 4m YouTube views


Procter & Gamble embarked on the company’s biggest campaign in its 174 year history, using its Olympic sponsor status to push an emotive message celebrating mothers worldwide (a key demographic for the FMCG brand). P&G’s ‘Best Job’ video has taken off since launching April 17. More than 4m people watched the video on the main site, which has been seeded in different languages to appeal to different territories.

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Procter & Gamble | Media: YouTube, Viral, Video | Country: Global | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Format: Viral Video »

11/08/2012  |  Full story...

Viral marketing case study: TNT’s ‘dramatic surprise’ becomes second most shared YouTube ad of all time


In April 2012, Belgian TV channel TNT posted this ad on YouTube, getting 23m views in just one week and becoming the second most shared video on the website. Published on April 11, the 'A Dramatic Surprise On a Quiet Square' video campaign has clocked a whopping 30m views and 250,000 likes with a fortnight. This case study takes a look behind the success...

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Brand: TNT | Media: YouTube, TV, Social Media | Agency: Duval Guillaume Modem, Belgium | Country: Belgium | Sector: TV, Media

11/08/2012  |  Full story...

Case study: Tipp-Ex's ‘Hunter and Bear’ return with time warp YouTube viral


In 2010, Tipp Ex’s A Hunter Shoots a Bear’ viral was one of the first (and still the best) interactive YouTube virals ever. This follow up offers a ‘timeless’ new twist on the formula, and racked up over 9m YouTube views in less than a month. In the first season of the adventures of the Hunter and the Bear, the tagline asked viewers to "White and Rewrite THE STORY." Back for a second season, the tagline this time invites viewers to ‘White and Rewrite HISTORY’.

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Tipp Ex | Country: US | Sector: FMCG | Objective: Build brand equity | Format: Video Viral, Social Media »

11/08/2012  |  Full story...

Case study: How PepsiCo India used 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

11/08/2012  |  Full story...

The new Old Spice? Dollar Shave Club viral video gets 3m YouTube views in two weeks


This witty Old Spice-style video ad from the Dollar Shave Club might just shake-up the shaving industry and give Gillette something to worry about. The viral video posted on YouTube garnered 3 million views and 32,000 'likes' within two weeks of going live in February 2012.

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Brand: Dollar Shave Club | Media: YouTube, TV, Social Media | Country: US | Sector: FMCG

11/08/2012  |  Full story...

Online video tips for content – Longform videos boost web marketing effectiveness

Video is a key tool for boosting brand equity and the latest online video tips for content prove the impact that longform video content has on web marketing effectiveness. The key takeout from new research? Don’t stop you’re online video at 30 seconds.

JoAnna Abel, VP of Marketing at FreeWheel was interviewed by Beet.TV to discuss the report:

10/08/2012  |  Full story...

Chinese internet market - search engine Baidu toughens stance on corruption

In the Chinese internet market, the search engine Baidu dominates traffic generation to websites. This week it announced that four of its staff have been dismissed following corruption allegations that posts were deleted on its websites in exchange for personal payments. With three of the staff subsequently arrested by Chinese police, it shows the importance Baidu has achieved in the Chinese internet market.

09/08/2012  |  Full story...

Strepsils and Lemsip unleash ‘online grandma’ to cure man flu

Reckitt Benckiser has teamed two of its brands - Strepsils and Lemsip - to defeat 'Man-Flu' via an interactive video and social media campaign. The Australian campaign features ‘Online pamperer’ Flo, an elderly woman that offers advice on getting over flu during winter season. Created by agency Holler, Sydney, the campaign uses Facebook Connect to put user’s Facebook pics inside the interactive videos. 'Flo' then offers guys discounts off Strepsils and Lemsip at participating retailers.

08/08/2012  |  Full story...

Case study: Procter & Gamble takes Olympic sponsorship to 34 brands

Procter & Gamble's Olympic sponsorship is set to generate an addition $500m in sales according to its CEO. This case study looks at how the FMCG giant is using the digital channel to push its umbrella Olympic message across 34 of its brands. In announcing the firm’s positive Q2 results, Proctor and Gamble CEO Bob McDonald has cited P&G's Olympics sponsorship as an example of its "scale brought to life". Covering 34 brands and 4m stores over six months, this umbrella campaign should yield $500m in incremental sales, and a payback 50% higher than single brand efforts, he predicted.

08/08/2012  |  Full story...

Fan comments are now ads? Landmark Diageo ruling makes brands liable for Facebook fan posts

Companies with Facebook profiles will be accountable for comments made by the public on their pages, following a ruling by an advertising watchdog in Australia. Drinks brand Diageo was referred to the Advertising Standards Board (ASB) in Australia, after complaints about its Smirnoff Facebook page. The complaints related to a number of sexist, racist and obscene comments appearing on the page, along with references to under-age drinking.

07/08/2012  |  Full story...

3 Fast Tips for maximizing the value of Twitter

Get the most out of Twitter: Statistics show brands what, when and how often to Tweet to maximize consumer engagement

03/08/2012  |  Full story...

Online privacy concerns rise as customers shun untrusted brands (Infographic)

Nearly all (94%) of consumers worry about their online privacy, and are less likely to engage with companies they do not trust, according to new report. The research, from TRUSTe, also found that 54% of consumers are now more concerned about online privacy than one year ago. The study also found that 27% of consumers are more concerned with mobile privacy than website privacy.

02/08/2012  |  Full story...

Branding clampdown hands non-sponsors Olympic-sized marketing boost

LOCOG’s attempts to protect sponsors could be diverting attention to their fiercest rivals, data from global information services company Experian shows. UK traffic to the websites of Pepsi and Nike had been declining in volume in the lead up to the games, while those of London 2012 Partners Adidas and Coca-Cola saw substantial rises. However, the trend reversed this weekend following widespread reporting that the brand clampdown could mean that visitors to the games who displayed the logos of non-sponsor firms could be barred from entry.

31/07/2012  |  Full story...

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...

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