Butterfinger Promo, Case study BUTTERFINGER DEFENSE LEAGUE by ZenithOptimedia New York

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BUTTERFINGER DEFENSE LEAGUE

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Industry Chocolate
Media Promo & PR, Case study
Market United States
Agency ZenithOptimedia New York
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: NESTLÉ
Product/Service: BUTTERFINGER
Date of First Appearance: Apr 1 2010
Entrant Company: ZENITH MEDIA, New York, USA
Associate Director: Maria Perez (Zenith Media)
Media Supervisor: Emery Wescott (Zenith Media)
Digital Planner: Danny Wong (Zenith Media)
Media Buyer: Walter Smith (Zenith Media)
Media placement: Digital Banner - Yahoo! Butterfinger Comedy Network - 1 April 2010
Media placement: Video - ShareThrough - 1 April 2010
Media placement: Video - YouTube - 9 April 2010
Media placement: Video - TubeMogul - 9 April 2010
Media placement: TV Promotional Spots - G4 - 13 May 2010
Media placement: Digital Banner - G4TV.com - 21 June 2010
Media placement: Facebook Application - Facebook - 27 July 2010
Media placement: Facebook Application - Gigya - 27 July 2010
Media placement: Facebook Application - AppSavvy - 1 August 2010

Insights, Strategy & the Idea
In 2009, we launched the Nobody’s Gonna Lay a Finger on My Butterfinger (NGLAFOMB) campaign.
Our ROI objective in 2010 was to ensure Butterfinger continued to deliver double-digit growth, increase engagement with consumers and out-deliver 2009’s success through an integrated Holistic campaign.

Drawing from 2009, this is what we saw as the keys to success in 2010:
– We needed to continue to tap into the consumer insight - "I almost always do what I’m supposed to, but sometimes it’s fun not to."
– Consumer engagement should not be a flash in the pan, blink and you’ve missed it stunt. We needed to tell a story that made sense no matter when you came in or out of the dialogue.
– In 2009, we knew we had created a long-term strategy that would set the stage for future activity. We had essentially established a franchise -NGLAFOMB!

Creative Execution
BUTTERFINGER took out a $1,000,000 policy with Lloyd's of London to insure the promise behind its tagline. As proof, Butterfinger offered a chance for consumers to request a free replacement bar. With 100K claims submitted in 16 hours, it was clear that consumers were unable to defend Butterfinger. Someone had to step in.

Enter the Butterfinger Defense League (BFDL), a band of superheroes formed to protect Butterfinger bars.

G4 was the perfect partner for a TV, Digital and Social Media program.

On-Air
– Attack of the Show in-show mentions
– Viewers submitted videos to be the ideal fourth member of the BFDL
– Prize was an all-expense paid trip to Comic-Con and $20,000

G4TV.com
– BFDL Challenge included in their blogs
– Promoted in “Staff Picks” and “Featured Video” sections

Social Media
– Twitter support @g4tv, @aots

We drove over 200 qualified entries, 99K video views and 20K+ votes.

Results and Effectiveness
• Brand grew +16% in 2010, double the 2009 growth rate
• Sales up 23% YOY September 2009 to September 2010
• Total communication awareness up 4 percentage points from 14% -18% (Q4 09’ vs. Q2 10’)
• Loyalty increased 9% from 53% to 62% (Q4 09’ vs. Q2 10’)
• “Would recommend to a Friend” increased 6 points from 35% to 41% (Q4 09’ vs. Q2 10’)
• According to the latest brand index from NetBase (a monthly survey measuring consumer sentiment) BUTTERFINGER IS THE CANDY SOCIAL MEDIA LIKES BEST!!! 70% of Butterfinger discussions were “Love” feelings.