Digital Intelligence

Entries from Digital Intelligence tagged with "brands"

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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.

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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.

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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.

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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...

Twitter boosts search with auto-correct tool

Twitter has added a two new search capabilities, with spelling correct and enhanced people finding tools. The micro-blogging platform has introduced search auto–complete and “people you follow” features and results for people’s real names as well as their user names.

08/07/2012  |  Full story...

Top Euro 2012 brands for social media buzz- Adidas takes the prize

Adidas has topped the Euro 2012 sponsorship scoreboard by driving the greatest volume of social media discussion of its sponsorship during the group stage, according to new research looking at the impact of brands on social media sporting conversations. The study, from Precise, forund that despite the growth of social media since 2010 sponsors of UEFA EURO 2012 drove a lower volume of conversations than the sponsors of the 2010 FIFA World Cup

08/07/2012  |  Full story...

Most active social media users- Mothers lead the way in US (Infographic)

Mothers are the most active social media users in the US, with nearly three in five web-connected mums (58.6%) visiting social media properties at least a few times per day, according to new research. By contrast, 42.7% of online women who are not mums and 34.0% of online men go social at least a few times per day.

04/07/2012  |  Full story...

iPhone and iPad users ‘worth $1,000’ to Apple

Apple customers are highly loyal, with just one in 5 (21%) of iOS device owners saying they wouldn’t switch platforms, even if offered huge discounts, according to a new study. The study, from Goldman Sachs, highlights the loyalty of iPad and iPhone users, who are so unlikely to switch from Apple’s iOS to another platform that an analyst believes they are worth almost $295billion (£188billion) cumulatively, which is more than half of Apple’s current market cap.

04/07/2012  |  Full story...

Travel brands miss out on video and image search- TripAdvisor, Expedia and Monarch lead the way

Many UK online travel sites are failing to make the most of videos and images to maximise their visibility in online searches on Google. The study is part of a comprehensive new report by search marketing agency, Epiphany, that reviews search marketing in the travel sector. It highlights that very few travel-related sites seem to have any notable presence in search engine results via video and images.

27/06/2012  |  Full story...

Cannes Cyber Lions winners revealed- Judges award brands for actions, not words

Sportswear brand Nike and a Swedish tourism campaign have scooped the top digital prizes at the 59th Annual Cannes Lions International Festival of Creativity, the largest and most coveted awards in the industry’s calendar. A key theme that the judges found this year was a shift from storytelling to behaviour, with the most successful campaigns showcasing what a brand can do, rather than via ‘stunts’ or clever messages that create buzz but have little substance or relation to the brand.

Watch the Nike+ FuelBand team talk about the inspiration behind the campaign here:

22/06/2012  |  Full story...

ASA bans Nike Twitter ad

The UK's Advertising Standards Authority has banned a Nike Twitter campaign, featuring a Tweet from Wayne Rooney using the brand’s slogan. The campaign also featured Arsenal player Jack Wilshere, who posted at the request of the sportswear firm. The UK's advertising watchdog said that the messages did not make clear they were "identifiable as marketing communications". The move marks the first time the ASA has acted against a Twitter-based campaign.

21/06/2012  |  Full story...

Building your Facebook presence? Tips from our digital strategists

When looking to build your Facebook presence it helps to consider the paid, owned and earned media opportunities available to you. If you are willing to pay to build your fan base then you can invest in a variety of Facebook ad formats as well as Sponsored Stories. You can build up fans by adding a Facebook Like box to your owned website or annotating your YouTube videos with the URL. And you can earn extra audience and impressions through fans – for example by enabling them to tag your page in their photos. It’s a blend of all three that works best.


Facebook marketing- 7 ways earned and paid media can drive sales

Facebook now accounts for accounts for 1 in every 7 minutes spent online, but how can brands harness both earned and paid media on the social network to drive sales? Online research firm comScore has launched a new report outlining how to get the most out of the platform.

19/06/2012  |  Full story...

Best Facebook fan pages – case studies


These days every brand wants a Facebook fan page, but few brands achieve real engagement. When marketing directors asked our team to find case studies of the best Facebook fan pages, we looked for those that had great social conversations, really engaged with consumers and gave people a reason to follow.

Today’s marketers need to be able to make good judgements about social channels, and yet many brands have a weak presence, with social conversations brands that feel pretty dull. If you’re going to win in social media marketing, then you need to create vibrant conversations your consumers will love to take part in. Here are some of the best Facebook fan page case studies trainers at the Digital Training Academy have been using when coaching brands and agencies on social media strategies.

17/06/2012  |  Full story...

Case study: 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.

17/06/2012  |  Full story...

Top brands battle for new domain names - Amazon and Google fight over ‘.cloud’ and ‘.music’

The full list of submissions for new internet address endings, allowing firms to create their own '.brand' on the web, has been published. Requests to the Internet Corporation for Assigned Names and Numbers (ICANN), the global organisation co-ordinating the expansion, include .porn, .ninja, and .ferrari.

14/06/2012  |  Full story...

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