2010.06 Social Media and Online Branding

Social Media and Online Branding

Tom Ollerton, Skive

@[email protected]

“oh yes you can”

3 main campaign objectives:

3 main campaign objectives:

1.Introduce “Skinny Cow” the brand

3 main campaign objectives:

1.Introduce “Skinny Cow” the brand

2. Position Skinny Cow as “permissible indulgence”

3 main campaign objectives:

1.Introduce “Skinny Cow” the brand

2. Position Skinny Cow as “permissible indulgence”

3.Drive engagement and break category norms.

microsite?

microsite?

Budget = Traffic + Build

microsite?

Budget = Traffic + Build

But what about content?

Our Solution:A facebook page that sits at the heart of the campaign

Audience = 3.9M

What Were the Advantages?

What Were the Advantages?

1. Talkability

What Were the Advantages?

1. Talkability

2. Additional Budget for Content

What Were the Advantages?

1. Talkability

2. Additional Budget for Content

3. Compliment Existing Skinny Cow Website

Confession Book, Cowculator, Collectible Cow

Centralised Facebook Hub

Digital Display

Centralised Facebook Hub

Digital Display

Facebook Ads

Centralised Facebook Hub

Digital Display

Facebook Ads

Print and Outdoor

Centralised Facebook Hub

Digital Display

Facebook Ads

Search

Existing Skinny Cow Site

Print and Outdoor

Centralised Facebook Hub

Digital Display

Facebook Ads

Search

Existing Skinny Cow Site

Print and Outdoor

Centralised Facebook Hub

Results:

32,000 Fans in 3 months

Results:

32,000 Fans in 3 months

KitKat which is a household name had 100K fans at the same time.

How Can We Take The Brand Forward?

The Brief

Create renewed “buzz” in the online space

Tie in an online and offline event

Drive further engagement with the FB page

Further amplify the BCI

Skinny Cow Swap Shop

Key ElementsMarie Curie DonationCelebrity Cast-OffsVoucher Media Player

Offline events can be quite daunting

Entries For Skinny Dip = 3,254

The fans asked us to do it again..

Entries For Skinny Dip 2 = 10,200

Entries For Skinny Dip 2 = 10,200

With no media spend!

Swap Shop and Skinny Dip grew the facebook page by 20K fans and interactions with the

page grew by 5x in one month

“We would like to place our activities and brands where people are, rather than

dragging them to our platform”

Facebook use Skinny Cow as a New Business case study

Conclusion

1. Offline is the biggest driver of online2. Beware of being subservient to the platform3. Social Media needs a strong creative idea4. You must reward your visitors with engaging

content or they’ll dump you

@[email protected]