CHOCOGRAPHY by Prime for Marabou

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CHOCOGRAPHY

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Industry Chocolate
Media Promo & PR, Case study
Market Sweden
Agency Prime
Copywriter Sara Boisen
Creative Caroline Jungsand
Account Supervisor Robert Aras
Released October 2010

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: KRAFT FOODS SWEDEN
Product/Service: MARABOU CHOCOLATE
Senior Account Executive: Johan Seidefors (Prime PR)
Account Supervisor: Robert Aras (Prime PR)
Creative: Caroline Jungsand (Prime PR)
Social Media Expert: Carl Adam Frisk (Prime PR)
Media Relations: Ola Granfeldt (Prime PR)
Copywriter: Sara Boisen (Prime PR)
Web Agency: (Gimlet)
Trade Agency: (Storåkers)
Ad Agency: (Ogilvy Stockholm)
Media Agency: (Starcom)
Media placement: TV Campaign – 1 Spot - Channels: 3, 4, 5, 6, 8 And 9 - 18 October 2010
Media placement: Online Banners – 3 - Aftonbladet, Expressen And Facebook - 18 October 2010
Media placement: Blog Collaborations - Bloggers - 11 October 2010
Media placement: Trade - Retailers Across The Country - 18 October 2010
Media placement: Press Release - National, Local, Feature And Food&beverage - 20 October 2010

Summary of the Campaign
Flowers, wine and chocolates are timeless classics when it comes to gifting. Using floriography, the language of flowers, we can decipher the coded messages embedded in the bouquets we give to friends and loved ones. But what does your choice of chocolate really tell you? Marabou, Sweden's largest chocolate manufacturer decided to get to the bottom of this and created the unofficial chocolate language – Chocography.

Chocography is based on a survey of 1,500 Swedes choice of chocolate intertwined with their personal values and qualities. Anything from sexual orientation to political view was taken into account. Based on the results we created different chocolate profiles.
The national campaign was executed during one month in owned and earned media (via Marabou’s homepage, Facebook fan-page, blog collaborations and media contacts) and paid media (national TV integration and online advertising).
The campaign generated 170,000 unique visits to the campaign site. 97,000 unique profiles completed the chocolate profile test and the chocolate duel application generated just about 3,000,000 interactions. Average time on site was over 4 minutes, which is 659 days and nights spent with Marabou – that’s almost two years!
Sales for chocolate bars (100g) and small chocolate bars (40-60g) rose by 51 percent, respectively 38 percent.

The Situation
The chocolate category is driven by brand extensions and new flavors. Consumers are used to being exposed to communications based on new size, packaging, flavour or quality. But what if you don’t have any new product or quality to present?
Marabou has a wide range of products and in order to keep store shelf space they need to sell. So for every new product launched, attention is taken from the basic range.
Therefore Marabou needed a campaign that engaged consumers in the existing products. No new flavours, no new sizes – but ambitious goals.

The Goal
The target audience for the campaign was chocolate loving Swedes, 16-55 years. The goals were taken both from a qualitative and quantitative perspective:

Qualitative:
Invite Swedes to interact and have fun with Marabou and to discover new and old favourites in the full range

Quantitative:
- Amount of tests carried out by visitors: 75,000
- Average time spent on campaign site: 4 minutes
- Unique visitors campaign site: 100,000
Amount of performed chocolate duels: 1,750,000

The Strategy
Flowers, wine and chocolates are timeless classics when it comes to gifting. Using floriography, the language of flowers, we can decipher the coded messages embedded in the bouquets we give to friends and loved ones. But what does your choice of chocolate really tell you? Marabou, Sweden´s largest chocolate manufacturer, decided to get to the bottom of this and created the unofficial chocolate language – Chocography.

In order to combine Marabou’s chocolates and Swedes personal values and interests we conducted a survey where we could identify different chocolate profiles. 1,500 Swedes, aged 16 and older, in quotas representing the Swedish population with respect to gender, age and region, were interviewed via online surveys. We asked anything from sexual orientation to political view. Four questions were decisive in order to pinpoint the specific chocolate profile. These questions were based on demographics (age, gender) and through so called life values segmentation (Adventurous vs Traditional and Depth vs Image).

Execution
The monthly campaign was executed in several steps. Before the campaign went broad a pre-launch activity was kicked off; an earned collaboration with some of Sweden’s most talented bloggers had been established giving the bloggers exclusive access to the yet unpublished campaign material. They asked their followers, and we asked our Fans on Facebook: “Everyone has a chocolate profile, what’s yours?” And so the campaign was set off.
The main act of the campaign was to activate people by real time social media direction. We used our chocolate networks and sent personal tips to prospected fans, maintained continuous communication on the Marabou Facebook fan-page and initiated several new blog collaborations to keep the buzz buzzing.
On another stage, data from the chocolate survey was distributed to newspapers, magazines, radio- and TV stations (nationally and locally) revealing the insights and observations about people’s behaviour in general and chocolate habits in specific.

Documented Results
The campaign had a reach of over 2,700,000 generating 170,000 unique visits to the campaign site. 9
7,000 unique profiles took the chocolate profile test (123,000 tests in total), the profiles were viewed 390,000 times.
The chocolate duel application generated an approximate of 3,000,000 interactions.
Average time on site was over 4.2 minutes, that’s 659 days and night spent with Marabou!
The campaign generated an offline media value of 98,000 USD and an online media value of 157,000 USD extracted from no less than 273 campaign related blog posts and media articles.
A total of twelve blog collaborations generated 11,000 clicks or 6 percent of the total traffic to the campaign site.
Sweden’s largest daily paper even called “Chocography” one of 2010’s most powerful expressions. Sales for chocolate bars (100g) and small chocolate bars (40-60g) rose 51 percent, and 38 percent respectively during the campaign period.