Campofrio Promo, Case study LA NORIA by McCann Madrid, Momentum Madrid

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Creative Director Antonio Pacheco
Account Supervisor Helena Pelayo
Agency Momentum Madrid
Released October 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: CAMPOFRIO
Product/Service: CAMPOFRIO
Chief Creative Executive: Leandro Raposo (McCann Madrid)
Executive Creative Director: Monica Moro (McCann Madrid)
Executive Creative Director: Pablo Colonnese (McCann Madrid)
Creative Director: Antonio Pacheco (McCann Madrid)
Social Media Head: Ruth Vilar (McCann Madrid)
Community Manager: Lucía Helguera (McCann Madrid)
Account Manager: Alberto Pachano (McCann Madrid)
Account Supervisor: Helena Pelayo (McCann Madrid)
Media placement: TV - Telecinco - October 10th 2011

Summary of the Campaign
One of the weekly programmes with the highest rating, yet controversial at the same time- on the Spanish television scene, La Noria on Telecinco, conducted an interview with the mother of an alleged accomplice, in one of the most notorious murder cases of the modern era in Spain. Voices were raised against the interview going out, even before it did: rumour had it that the interviewee might be getting thousands of euros for her participation, that her face would be concealed during the programme, that she would be there to defend her son’s innocence, that the interview violated the dignity of those affected by the crime, etc. The whole affair was no more than a stir and the interview took place on 29th October 2011.

A day later, a Campofrío consumer and fan posted a comment on the brand’s wall on Facebook demonstrating her thorough disapproval of Campofrío’s participation in this programme. On reading it, we reviewed our monitoring of Social Networks and we detected that this was not an isolated case, we could be facing a crisis about to break out.

In a matter of hours, we responded directly to this comment. We apologised, explaining how media space buying works, but above all we heard what consumers were saying and we acted accordingly by taking a drastic decision: Campofrío withdrew its advertising presence from the programme immediately and until further notice. This started something of a revolution.

The Situation
The social networks began to hatch a protest against our brand for taking part as advertisers in a television programme whose content raised considerable controversy. We heard and read about this protest in a matter of hours. We were faced with a very real potential crisis situation: it was the public, organically organised on the social networks, that was demanding in ever-growing numbers that Campofrío take a stand on the issue.

The Goal
Describe the goals and objectives of the campaign, the target audience and the research that was undertaken to achieve the goals.

The Strategy

The plan was very simple, to respond to the fan who had written the complaint on our Facebook wall directly and to extend that response to all those who had felt affected by the situation. In the same way, to detect in which relevant forums this initiative was causing most noise, and respond accordingly.

Only the platform’s own means, like comments and direct responses, were used.

Only 2 responses from us were published.

Documented Results
The objective was to avoid rather than to foil, so there was no quantifiable objective at the outset of the campaign. The main thing was that this movement should not affect our brand image in the social networks.

The result, as well as meeting the initial objective was:

Nearly 500 comments supporting us on Facebook.

More than 8,000 supportive tweets.

The number of fans on Facebook increased by 20.3%, while that of followers on Twitter rose by 26.6%

2,470 direct mentions in blogs, papers, etc. highlighting our decision, plus 3,200 indirect mentions.

Trending topic in Spain for 3 consecutive days.

23 major brands followed our example.

The complete format change of a Television programme.

The immeasurable support of tens of thousands of internet users and consumers.