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5 BUILDING BRAND LOYALTY THROUGH SOCIAL INTERACTIO

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Published on : Jan 08, 2015
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Slide 1 - 5. BUILDING BRAND LOYALTY THROUGH SOCIAL INTERACTION Old Spice, Oreo AH&A
Slide 2 - BEST PRACTICE CASES We select cases based on: Business returns Our quantitative measures of digital performance AH&A
Slide 3 - SOCIAL LOYALTY – OLD SPICE Challenge How to get couples to have a conversation about body wash—a low involvement product category—and persuade women to stop buying their men women’s products. Strategy The Old Spice Guy personally responded to messages and comments posted across a variety of social media, including Facebook and Twitter, through video messages accessed via YouTube video rather than simply have the Old Spice Guy respond via text Twitter because of the added entertainment and the deeper engagement Comments came from online communities – creatives selected comments, wrote answers, filmed, and posted online. The first responses were seeded by influencers such as Ellen DeGeneres and Perez Hilton, who had large social followings. AH&A
Slide 4 - SOCIAL LOYALTY – OLD SPICE Customer behaviour – Rather than try to drive an audience to a new online destination Old Spice tapped into something people were already doing, commenting on youtube videos Results: 5.9 million YouTube views on first day Old Spice owned eight out of the 11 most popular videos 40 million views within a week Twitter followers increased 2,700 percent while Facebook fans rose from 500,000 to 800,000 Old Spice became the number one selling brand of body wash for men in the United States understand customer behaviour Marriage proposal video response AH&A
Slide 5 - SOCIAL LOYALTY – OREO Oreo got great interaction from showing a new ‘twist’ on Oreo every day  Oreo Daily Twist microsite, Oreo Facebook page, Oreo Pinterest pinboard andTwitter Twists based on submissions from online community AH&A
Slide 6 - SOCIAL LOYALTY – OREO Results: 433 million Facebook views 280% increase in Shares 231 million media impressions AH&A
Slide 7 - TYPICAL ERRORS WE HAVE IDENTIFIED FROM OUR WORLDWIDE REVIEW Forget to measure starting point to see if migration is successful Get content out on multiple channels, but not on the specific sites your target audience uses Go for things giving high view rates eg games, free gifts, irrespective of whether they relate to the brand/targets No big brand message conveyed SEO but no comprehensive check on whether it works AH&A
Slide 8 - SOCIAL LOYALTY – WHAT WE DO SoLoyal We focus on making people feel involved in a community where they can contribute (not in simply providing interesting posts for sharing) We build places for sharing with suggestion and idea donation Link mobile interactions with local (GPS) communities Build social loyalty via involving members in CSR activity Measure success – we use Digital Effectiveness incorporating intelligent text analysis for social networks, from the US AH&A