Joyvalle Promo, Case study RED NOSES by MEC Brussels

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RED NOSES

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Industry Milk
Media Promo & PR, Case study
Market Belgium
Agency MEC Brussels
Released December 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: ROYAL FRIESLAND CAMPINA
Product/Service: JOYVALLE MILK
Date of First Appearance: Dec 6 2010
Entrant Company: MEC BELGIUM , Brussels, BELGIUM
Entry URL: http://www.rednoses.be
Media placement: Radio 668 spots - National coverage - All channels - 06/12/2010
Media placement: On-Pack - Stickers - 06/12/2010
Media placement: Online campaign - Facebook ASU - 06/12/2010

Insights, Strategy & the Idea
Milk is milk – an everyday ingredient in our lives but nothing more.

Our task was simple but very challenging: deliver a sales boost at the end of the year for a product where private labels take the lion’s share.

Our first thought was to increase promotional activity but this was already saturated.

We had to find another way to engage households with kids…

JOYVALLE is about creating a joyful world for kids. As a parent, you take care of your children in good and bad times but if they’re in hospital, they can’t be with you, especially at family times like Christmas.

That’s why we proposed to link JOYVALLE with the Cliniclowns, a Belgian non-profit organization, which sends clowns to cheer up children in hospitals. For every liter of milk sold, JOYVALLE donated 5 cents to the Cliniclowns.

The “Red Noses” campaign was born.

Creative Execution
The cause-related integrated campaign was activated to maximize impact as quickly as possible.

A national radio campaign generated awareness quickly, using children in the copy to trigger emotional empathy.

A press conference for journalists/bloggers announced the event and generated buzz and endorsement.

A RedNoses website was created to offer more information. This was mentioned across all channels as well as within the client’s staff’s email signatures to spread the word.

On pack Red noses stickering was as an extra trigger at POS. Some retailers were so enthusiast about the initiative that they mentioned it on their website.

We also developed a Facebook application. People were invited to put a red nose on their profile picture and post it, saying they were supporting the action. This created a lot of word of mouth promotion.

Results and Effectiveness
Joyvalle managed to create a real buzz and emotional link with the consumers, despite a profusion of cause-related campaigns at that time.

We exploded their sales objectives by +34%!
The Cliniclowns received a check of €133,897 - their highest donation ever!
30 bloggers posted positive articles, 2000 visits on RedNoses.be and free PR in leading newspapers and B2B press.
A post-test showed positive score on awareness and image:
- 45% recall of the campaign
- 68% think more positively about Joyvalle (especially non users)

We exceeded all expectations, making Joyvalle, the Cliniclowns but, most importantly, thousands of hospitalized kids happy…