KNITTING NANA'S FACEBOOK STUDY by McCann London for CPUK

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KNITTING NANA'S FACEBOOK STUDY

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Industry Breakfast Cereals & Flakes
Media Direct marketing
Market United Kingdom
Agency McCann London
Copywriter Mihai Cuscous
Released May 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CPUK
Product/Service: SHREDDIES
Agency: McCANN LONDON
Date of First Appearance: May 1 2010
Entrant Company: McCANN LONDON, London, UNITED KINGDOM
Entry URL: www.facebook.com/knittingnanas
Creative Director / Copywriter: John Hurst (McCann)
Producer / Social Media Strategist / Copywriter: Jason Barrett (McCann)
Digital Producer: Russell Newell (McCann)
Assistant Digital Producer: Alix Coulter (McCann)
Copywriter: Mihai Cuscous (McCann)
Lead Designer: Shaun Dickie (McCann)
Lead Developer: Stefan Feissli (McCann)
Developer: Lewis Taylor (McCann)
Developer: Mark Duwve (McCann)
Assistant Designer: Catherine Lines (McCann)
Account Director: Grant Theron (McCann)
Account Director: Bina Booth (McCann)
Account Director: Stephanie Parkman (McCann)
Account Manager: Sam Lewis (McCann)
Account Manager: Emily Gwynn (McCann)
Account Manager: Michelle Neads (McCann)
Production Company: Chrome Digital
: Mark Fallows (McCann)
Media placement: TV - ITV - May 2010
Media placement: Banners - Daily Mail, MSN Search Engine - April / May 2010
Media placement: Online Website - Facebook - July / August 2010

Describe the brief/objective of the direct campaign.
Our brief was to drive trial to new users, increase sales, create awareness and buzz around "New Improved Shreddies" along with creating a social media community around the product to market and utilise for the future.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to crowd source a new knitting nana for Shreddies. As "New Improved Recipe" is so popular, we now need new knitters for our Shreddies! Crowd sourcing our new nana involved developing a facebook application and tailored social strategy to maximise engagement and usage. Additional bonus votes for the new nana were only available by completing special tasks set by the nanas on Facebook and buying special packs of Shreddies.

Explain why the creative execution was relevant to the product or service.
The creative execution was rolled out through TV, Banner (digital) and social media platforms to create the most buzz and excitement around the campaign. We reached the target audience and blew our KPI's for each of the areas we were being measured against out of the water – on top of this awareness we managed to increase sales of the product in a highly competitive marketplace.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Success was measured along every step through our social media strategy implementation. Achieving up to 8,000 new fans/likes per day caused buzz around Facebook and many other social platforms as well as user generated blogs and websites. People even sold empty packs on ebay to help the community purchase more votes! 13% increase in sales activity, over 250,000 fans on our shreddies facebook page and a highly engaged and captivated audience with 1,000's of photos and videos uploaded to the community page on Facebook and many 10,000's of comments about the product and the taste of the new recipe product.