Building an FMCG Social Brand - Part 1

HEADSTREAM PRESENTS

BUILDING AN FMCG SOCIAL BRAND

A HEADSTREAM SOCIAL BRANDS 100 REPORT

PT.1 THE CONSUMER DECISION JOURNEY – INITIAL CONSIDERATION

HEADSTREAM.COM | FEBRUARY 2013

ABOUT


A free copy of the full report will be available on 1st March 2013.

About This Report:

• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social

Brands 100 methodology• 21 Trends identified


CUSTOMER DECISION JOURNEY

We have examined the social media marketing communication activity of FMCG brands globally over the past 12 months.

To provide structure to the FMCG social media activity explored, we have segmented the examples featured into three key phases of the consumer decision journey:

• Initial consideration – Trigger • Active evaluation – Information

gathering, shopping and buying • Post purchase experience and advocacy

This white paper has been created by Headstream to assist FMCG marketers as they plan their strategies and budgets for 2013. It provides a broad range of case studies working within the new Consumer Decision Journey model (below) to assist FMCG brands as they consider how social media can support their business goals.

Consumer Decision Journey - McKinsey Solution 2010


INITIAL CONSIDERATION

Social media plays an important role in the initial consideration stage when it comes to the purchase of products for food and beverage brands.

At this stage marketers have an opportunity to deliver value in the form of information, and entertainment.

The purpose of valuable content or ‘social currency’ during this phase is to generate earned media for a brand, achieving cut through in a crowded marketplace, thus reaching as wide an audience as possible.

We indentified 3 common communication tactics FMCG brands use in the ‘Initial Consideration’ phase:

1. Experiential2. Video3. Storytelling


EXPERIENTIAL

More frequently FMCG brands are merging the digital and physical spaces to achieve visibility amongst potential consumers. Through experiential activity, brands have created opportunities for engagement and interactivity by facilitating an experience that is both personable and shareable across social media, helping to boost the potential of earned media.


CASE STUDY – CADBURY HOUSE

EXPERIENTIAL

In support of its Olympic 2012 sponsorship, Cadbury created ‘Cadbury House’ located in London’s Hyde Park.Upon entering, guests were given an RFID-enabled ID badge linked directlyto their personal Facebook account. Once in the exhibit, users could‘check-in’ on Facebook by placing their badge next to a RFID scanner.Photos could also be posted directly to Facebook using the RFID badge.


CASE STUDY – WALLS SMILE MACHINE

EXPERIENTIAL

Unilever developed the ‘smile activated’ vending machine that dispensed free ice cream in exchange for smiles. When a passerby was drawn to the machine, the camera detects a face and prompts the person for a big smile. The custom developed ‘smile-ometer’ measured the grin and if the smile was satisfactory the consumer would receive a free ice cream. A photo of the person smiling was taken by the machine and with permission could then be uploaded and shared to Facebook.


SOCIAL SAMPLING

In the UK, increasing investment in video and social media is credited with helping FMCG brands to shift focus from direct response activity. In the US, marketing spend on digital video increased 42% from 2010 to 2011 and in the UK it grew by 100% over the past year, (in the UK, marketers now spend more online than they do on TV).


CASE STUDY - CRAVENDALE MILK

VIDEO

Milk brand Cravendale produced a TV spot showing what happens in a world where cats are passionate about milk. Especially when in the world in which cats evolve opposable thumbs! The spot which was seeded on YouTube achieved over 6.5 million views and helped establish Cravendale as the UK’s #1 branded milk.


CASE STUDY – VITAMIN WATER

VIDEO

Memetic advertising from brands is becoming increasingly popular. Vitamin water embraced internet culture within their ad by leveraging Internet memes. The video paid homage to the ‘Nyan cat’, ‘sexy sax guy’ and ‘Filipino inmates’ dancing to Michael Jackson, achieving 500,000+ views on YouTube.


CASE STUDY – FOSTERS

VIDEO

Beer brand Fosters has long been associated with comedy including its TV spots and sponsorship of live comedy events.On its fostersfunny.co.uk website, the brand released a series of web only video clips from comedians such as Steve Coogan as Alan Partridge, and sketches from classic British comedy series The Fast Show. The videos themselves were shared on YouTube and became a trending topic on Twitter as each new video was released.


STORYTELLING

Today it isn’t possible for brands to simply curate or aggregate content and expect consumers to immediately advocate products and services. Branded content will only be successful if it is used to tell a broader and coherent story, it is made clear why the story matters, and it is distributed correctly.Storytelling as a discipline has become increasingly popular for brands as a way to co-create content that is based on real experience rather than fabricated ones.


CASE STUDY – WHOLEFOODS WHOLE STORY

STORYTELLING

Wholefoods have a dedicated blog for storytelling featuring stories on sustainability, organic and urban farming told by the experts who are part of the company’s supply chain. In addition Whole Foods launched branded content initiatives via a dedicated YouTube account featuring insightful stories from people who share their personal accounts of sustainable, organic and urban farming. This content is then used to tap into communities with shared interests.

ABOUT


For your full copy of the free report visitwww.headstream.com/social-brands

About This Report:

• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social

Brands 100 methodology• 21 Trends identified

http://www.headstream.com/social-brands

Building an FMCG Social Brand - Part 1

Business

business fmcg brands

brands isbecoming

beverage brands

helpingfmcg brands

fmcg marketers

fmcg socialbelow

social currency

social mediaheadstream