The Secret of Vespa's Award-winning Campaign

ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

The Secret of Vespa’s �Award-winning Campaign

ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

Agenda

Anna Startseva Product Marketing

NetBase @AnnaStartse

Jared Degnan Director of Digital Strategy

Kellen Company @jareddegnan

1.  Build  winning  campaigns  with  consumer  insights  

2.  Vespa  ignites  fan  love  

3.  Create  a  strategy  for  most  impact  

 4.  Best  prac>ces  for  measuring  

campaign  ROI    

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BUILD WINNING CAMPAINGS WITH CONSUMER INSIGHTS!

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WHY IS PASSION IMPORTANT Get consumer insight to go from a flat narrative…!

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To a campaign that takes over customer opinion like a storm "

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EMOTIONS!

PEOPLE!

SENTIMENT!

BEHAVIORS!

BRANDS!

ACTION!

ATTRIBUTES!

HASHTAGS!

REASON!

Get More From Each Post

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GREAT, THANK, LOVE, !BEST, CONGRATULATION!

RICHARD BRANSON, WILBUR ROSE!

SENTIMENT!

FLY, UPGRADE, USE, !SHOUT OUT!

JETBLUE, SPIRIT, TRAVELPORT!

ACTION!

OFFER GREAT COURSES, THANK, BEST AIRLINE!

#TRAVELTUESDAY,!#FACEOFMLB !

REASON!

Example for Virgin America EMOTIONS! BEHAVIORS! ATTRIBUTES!

PEOPLE! BRANDS! HASHTAGS!

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Measure Emotions for Your Brand & Competition

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Brand Passion Index™ for Airlines

Pass

ion

Inte

nsity

Net Sentiment

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VESPA IGNITES FAN LOVE!

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What makes !Vespa a Vespa? !

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The Problem Consumers love Vespa, but don’t differentiate scooters at point of purchase. The Insight Vespa owners not only have strong pride of ownership, they share it more than any other scooter brand online.

Consumer Insight

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The Solution Create a digital lifestyle magazine, powered by Vespa enthusiasts themselves, to showcase and increase the value of the Vespa brand among key 25 to 40 year-olds.

La Vespa Vita!

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Best practices for social media analytics 1.  Follow consumer passion!2.  Measure expenditure vs.

return for different platforms!3.  Great insights should never

be a surprise!

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

CREATING STRATEGY FOR MOST IMPACT!

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Examine Customer Journey & Barriers

Awareness   Engagement   Evalua>on   Purchase  

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Vespa Buyer Profiles

Lifestyle aficionado Engineering fans

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Define the Vespa Lifestyle Through a Central Online Destination Established www.lavespavita.com as a new community-powered online destination for individuals who have a passion for living “La Vespa Vita!” (The Vespa Life). From street fashion trends to innovative product design, the new site was a call to action for both brand advocates and new fans to contribute and share their own Vespa-inspired content using the most popular social media platforms.

Enthusiast Engagement

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Curating & Encouraging User-Generated Photos The microsite encouraged users to submit photos that capture their interpretation of the Vespa Lifestyle via Flickr or Instagram by using the hashtag #VESPAVITA. Snapshots and short captions of a person’s style statement could also be submitted via Twitter or Instagram with the hashtag #VESPASTYLE.

Social Media Integrations

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Pair the ask with with a socially acceptable incentive The microsite included a sweepstakes for $1000 in Vespa gear.

Make the Ask

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Engage Users to Talk about their Vespa Experiences, Online As part of the digital campaign, the team also created a self-sustaining blog. Users who shared content on the microsite were invited to become contributors to the site’s blog at www.lavespavita.com/blog.

User-Generated Content Strategy

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BEST PRACTICES FOR MEASURING CAMPAIGN ROI!

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Measure Campaign Performance

Awareness   Engagement   Evalua>on   Purchase  

People  talking  about  the  brand  

Expressed  interest  in  purchasing  

People  who  submiHed  leads  

Talking  about  Vespa  as  a  fashion  icon  

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•  51K visitors in the first three months with an average visit duration of 4 minutes.

•  24% increase in social media conversation

during the first 6 weeks of the campaign and a sustained 10% increase in conversation vs. pre-campaign levels.

•  7.3% growth in share of voice. •  2,790 sales leads, 45% were completely new to

the Vespa database.

Campaign Results

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•  Media outreach resulted in more than 400 placements totaling 7.8 million impressions.

•  1,441 user photos were submitted.

•  262 style book photos were submitted.

•  29 user submitted blogs

Campaign Results

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Communicator Award Winner Marketing effectiveness – social media

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1.  Build winning campaigns with consumer insights 2.  Vespa ignites fan love 3.  Create a strategy for most impact 4.  Best practices for measuring campaign ROI

Summary

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