Download - Innocent Smoothies Social Media Case
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really
innocent smoothiessocial media done well
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Agendaa very innocent brand identitythe environment- our innocent audience - the not so innocent competition
why use social media?the innocent social media landscape- the roadmap- the content- what they’re doing well- what people are saying- what they can improve on
appendix
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a very innocent brand identity
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brand associations
natural
healthy“5 a day”
funny
cutetransparent
down-to-earth
quirky
friendly
convenient
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Their packaging (even has jokes!)
Their logo
Print Ads
Even people’s bank statements
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the core identity
unadulterated goodness
lightheartedly agreeable
natural
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the environment
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our audience
mom wants to make sure that her and her children easily get all the important vitamins & nutrients - she wants only the best from a brand she can trust.
kids want something thats yummy and fun
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our competition
milk (& flavored)
soda coca colafanta
tropicana go!capri-sun
del monte fruit burstrobinsons
cravendalecountry life milkJersey & Guernsey
waterbritvicvolvictap
dairyleayoplait kidz
coco pops barshumdingersnacks
juices(& smoothies)
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our competition cont’d
milk (& flavored)
soda
juices(& smoothies)
sponsorshipsmovie tie-insmobile
social media (pepsi)online entertainmentcool image, teens & older target promotions
tvc’sooh
healthy image, mother target
tvc’scelebrity endorsements
oohin-store samplingonline entertainmenthealthy & amusing image, young & other
target
water
tvc’sooh
on-pack promosethical & natural image,
older target
tvc’s & pron-pack character merchandizingin-store
celebrity endorsementsonline kids entertainmenthealthy & amusing image,
young target
snacks
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why use social media?
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social media compliments the brand- its identity is down-to-earth just like social media should be- it fits with their original collaborative & grassroots approach to communication (& even crowdsourcing research)
social media is a great differentiator- it amplifies their “natural” tone where everybody else uses cheap entertainment
- very few competitors who are leveraging social media - it’s an unsaturated space
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the innocent social media landscape
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the channel roadmap
WWW
kids micrositeinnocent foundation
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content• marketing support• product support• customer support• jokes, conversation• organizational transparency
• marketing support• product support• customer support• conversation, jokes• preempt problems
• marketing• product info• transparency about products, organization, their people, sponsored events, ethical activities• entertaining conversation• entertainment
• marketing support• product support• transparency about products, organization, their people, sponsored events, ethical activities• entertaining conversation• preempt problems
• marketing support
• marketing support
WWW
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they love
they’re thankfulthey participate by suggesting
they even beg
“Thank you, Innocent Drinks!Look what baby bump and I received today: lots of delicious goodies from the lovely people at Innocent Drinks.” *www.mummyalarm.blogspot.com
the consumers are saying...
“I was borderline ecstatic... sold several Innocent flavours” *http://piaks.blogspot.com
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i looked at 20 posts on facebook and i saw
1 negative
17 positive
* Twitter has a similar positive skew
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“Twitter activity is successful at extending the consumer conversation and resolving consumer queries” *http://wave.wavemetrix.com/
the professionals are saying...
“Smoothie operators: innovation and timing are key to Innocent success...incredibly innovative from the very beginning.” *http://
www.innovatrs.com
“ No organization has embraced this ethos more than Innocent and when it comes to cultural influence, no-one has quite captured this “down-to -earth” approach as well as it has. Innocent has also built a highly-successful brand community too.” *http://www.newbrandtribalism.com
* negative posts on Coca Cola deal where ethos is questioned
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- the tone and content of the stories they tell is always natural- people feel engaged at every touchpoint
- they design the content to fit each platform (twitter has shorter, catchier updates, facebook is more conversational, blog is more in depth)
- they encourage discussion, they give quick replies, and their followers & fans are satisfied
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what they can improve
•flickr should be more organized
•their YouTube channel should be more prominent - 2nd page of search results on google- not promoted anywhere
•leverage social media to further promote their ethical stance (innocent foundation, for example)
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Thank you!did you enjoy?
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appendix
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fun
product support
customer support
transparency
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fun
product support
marketing support
blog support
preempt issues
engagement!