Parmalat Promo, Case study STERI STUMPIE

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Industry Milk
Media Promo & PR, Case study
Market South Africa
Released July 2012

Credits & Description

Category: Best Use of Social Media
Product/Service: FLAVOURED MILK
Creative Director: Jenny Ehlers (King James RSVP)
Creative Director: Mark Stead (King James RSVP)
Senior Copywriter: Alex van Tonder (King James RSVP)
Designer: Ryan McArthur (King James RSVP)
Creative Director: Bruce Wright (Mnemonic)
General Manager: Annemarie Blaensdorf (Mnemonic)
Designer: Linton Davids (Mnemonic)
Account Director: Daniel Pinch (Atmosphere Communications)
Account Manager: Tessa Kidd (Atmosphere Communications)
Business Unit Director: Laurel Mader (King James)
Account Manager: Carey Taylor (King James)
Media placement: Blog - Internet - 27 May 2009
Media placement: Twitter - Internet - 27 May 2009
Media placement: Facebook - Internet - 27 May 2009

Summary of the Campaign
Steri Stumpie is a quirky, iconic brand of flavoured milk in South Africa with a cult-like following. The brief was to unite Steri Stumpie fans and harness the potential of its cult-like status using social media to grow existing loyalty. The Solution: We did this by creating content across Facebook, Twitter, Youtube and a blog that embraced the quirky, tongue-in-cheek tone that fans use when talking about Steri. We decided to put consumers at the centre of the Steri Stumpie activities by giving them ongoing incentives to create Steri-inspired content in return for Steri-inspired paraphernalia, aka Steriphernalia. The consumer-generated campaign content was seeded to local bloggers and online personalities, and spread through South Africa’s online communities. The end result was the creation of the largest facebook fan group of any local brand (22,758 fans*); over 85 posts by bloggers on the campaign; 200+ pieces of user generated content; hundreds of tweets and comments and best of all a sales increase of 22%. *To contextualise: Internet usage in SA is relatively small, at only 8.6% of a total population of 48,687,000 (source World Bank, 2008)

The Goal
The objective of the campaign was to unite, glorify and reward Steri Stumpie fans for choosing Steri Stumpie over other flavoured milk. Our core target audience was kids new to the flavoured milk market aged 6 – 13, and Steri Stumpie loyalists aged 18 – 25. Our goal was to get consumers to tell us what they believed the Steri Stumpie brand to be about in the social media space by generating their own content, and in turn we would reward them.

The end result was the unification of local Steri Stumpie fans by the creation of the largest facebook fan group of any South African brand; over 85 posts by bloggers on the campaign; 200+ pieces of user generated content; and as a total bonus, a sales increase of 22%. Highlights included: A Steri Stumpie song and video by The Brothers Streep: Steri Justice comic strip by Dominic Kay Steri advert (433 views) by James Lane Steri Fashion Shoot by Robyn Hobson Andy Warhol style steri artwork by Rouen Smit Wedding DJs photo booth

First, a unique, papercraft look-and-feel was created. We then skinned a wordpress blog, opened a twitter account and a facebook fan page. We then designed and created unique Steri Stumpie memorabilia aka Steriphernalia, to be used as a reward for engaging with Steri Stumpie. We then put out a call for ambassadors through all channels, and kept the blog content fresh by putting out small consumers challenges. The reward for ambassadors was a visit from a Steri Stumpie marching band at their place of work or study. We also created an ongoing programme of product and steriphenalia drops with online noisemakers including underground bands, bloggers and other web personalities. The campaign culminated in an on-pack promo to launch 2 new flavours: Marshmallow and Raspberry, which was supported online and on radio. We worked with prominent local bloggers to spread the content, as well as collaborating with LEVI'S s and up-and-coming local designers to create limited edition Steri Stumpie-inspired T-shirts.

The Situation
Steri Stumpie had a loyal following, but hadn’t advertised in over 20 years. The original brief was to create outdoor awareness and to leverage and reward the love consumers had for Steri despite the fact that they hadn’t advertised. After doing our research, we saw that Steri fans were already expressing their love for the flavoured milk in their own spaces online, so we adapted our strategy to go where the consumers were already. We decided to focus on social media, since Steri Stumpie was a product people liked to talk about of their own volition.

The Strategy
We based our strategy on the insight that content generated by fans expressing their love of Steri Stumpie would be more powerful than anything we produced. Our role was to incite, encourage and rewards fans to ever greater displays of love. We did some research, and what came out was that everyone had a favourite flavour Steri Stumpie. This insight became our campaign line. It was clear consumers had their own ideas about what Steri Stumpie was about, so we didn’t want our communications to feel like traditional advertising. We centred the activations around an ‘Official Unofficial Ambassador Campaign’, which was a tongue-in-cheek version of a classic ambassador program, in-keeping with the light-hearted and quirky nature of the Steri Stumpie brand. We also focused on activations and challenges that had talkability amongst our target audience, so that word would spread naturally.