CASE STUDIES

SOCIAL MEDIA BRINGS OUT ADVOCATES AND 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.

P_and_amp_G-logo-A9236E27E1-seeklogo.com[1]P&G HAS 4-to-1 RETURN ON INVESTMENT WITH BRAND COMMUNITY FOR FEMININE CARE PRODUCTS

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.images

AMERICAN HEART ASSOCIATION PUMPS UP SIGN UPS WITH INNOVATIVE COMMUNITY STRATEGY

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.

pennzoil logo new

PENNZOIL PUTS NASCAR SPONSORSHIP INTO GEAR THROUGH COMMUNITY OF BRAND FANS WITH 3 TIMES GREATER VALUE

SITUATION: Auto racing sponsorships make intuitive sense for motor oil brands, but Pennzoil, the #1 brand, is not able to prove how its multi-million dollar NASCAR sponsorship translates into sales and improves brand preference, especially important in a commodity category.

SOLUTION: Pennzoil creates a brand community using existing NASCAR assets and giving fans an insider’s view into its car and driver, Kevin Harvick and the No. 29 car, available nowhere else.  Pennzoil begins the conversation with auto racing fans through the databases of major motor speedways that it gets for free from the Pennzoil media buy.  Fans pass along the news to other fans and the brand community grows.

RESULTS: The community connection between the brand and a topic its users are passionate about: 1)  Attracts consumers with 3 times greater value and stronger Pennzoil brand preference, 2) Leverages and puts existing NASCAR assets to use and 3) Proves a return on investment for Pennzoil’s NASCAR sponsorship that can be tracked to sales.

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