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Cornetto deck from this years Digital Media Summit. For more details contact ross@soap.com.au
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DIGITAL MEDIA SUMMIT 20081
CORNETTO CASE STUDY GENUINE EMBOSSED LEATHER COVER
2008 - ALL RIGHTS RESERVED
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I love itwhen my hairis backlit!
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Once upon a time, Streets Cornetto and their Agency McCann knocked on
Soap’s door with a set of storyboards for a Television
Commercial.
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The Client and the Agency sat down and
showed Soap the storyboard and said…
“How do we bring this to life online?”
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The people at Soaphad a think…
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“Let’s take this executioner character
and turn him into a Cyber Celebrity
using social networks” they cheered!
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3 Phased Strategy
What followed next was the development of a 3 Phased digital strategy that used Terry the executioner as the springboard.
123
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Digital Strategy
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Strategy: 3 Phased Approach.Phase 3Post-LaunchLaunch
Phase 1Pre-LaunchSocial Networks
Phase 2
+
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Strategy - Building Blocks
TERRY - THE EXECUTIONER
CALVES ∞
PRODUCT RANGE
EXTREME ABSURDITY
SQUIRRELS ∞
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Phase 1: The birthof Terry.
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Phase 1: The BIG Idea.
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Phase 1: Content.
We also aggregated topical conversation, articles, pics etc around
chopping.
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Phase 1: Content.
This wealth of content enabled Terry to start conversations with
consumers throughout Phase1 building groundswell leading into
Phase2.
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Phase 2: Evolution
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Phase 2: Evolution extended offline.We even took Terry to meet his fans at the ‘Big Day Out’!
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Phase 3
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Click to viewTerry’s Greatest
Chops!
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Results
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Results
Digital Campaign Metrics:
Initial KPI’s were set at 500,000 video views.
Over 1 million unique browsers watched Terry videos BEFORE any
traditional above the line media went live.
Total Videos Viewed: 1,537,331
Total Comments Received: 1,736
Total Pics Viewed: 41,658
Total Profile Views: 171,792
TOTAL TERRY TOUCHPOINTS: 1,752,517
* Results as of March 2008
48 milads served 6.5 milUBs reached.
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Business Results:•Gained market leadership +11.1% market share gain v 2007
•Sales growth: +13% v 2007 – the highest sales for Cornetto EVER!
•Clear differentiation in the market place of Cornetto v the
competitors
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Key learning's from a client perspectiveSocial Media:
• Cost efficient way in extending the longevity of the campaign.
• Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch.
• Brand extends beyond the rational/ functional benefits into an emotional territory
• Huge engagement & interaction with target market.
• Adaptable, flexible environment with instantaneous feedback.
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Key learning's from a client perspectiveSocial Media:
• Cost efficient way in extending the longevity of the campaign.
• Clever use can lead to strong groundswell & kudos prior to mainstream campaign launch.
• Brand extends beyond the rational/ functional benefits into an emotional territory
• Huge engagement & interaction with target market.
• Adaptable, flexible environment with instantaneous feedback.
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Contacts:
Brad EldridgeSoap Creative Director
Ross RaeburnSoap Digital Strategist
Bernard ChengBrand Manager - Unilever
Ben MillarDigital Strategy Director – Universal McCann
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