100 KING CAN by Mediacom Sydney for Pringles

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100 KING CAN

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market Australia
Agency Mediacom Sydney
Released August 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: PROCTER & GAMBLE
Product/Service: PRINGLES
Date of First Appearance: Aug 10 2009 12:00AM
Entrant Company: MEDIACOM, Sydney, AUSTRALIA
Entry URL: http://www.facebook.com/home.php?#!/PringlesAustralia?ref=ts
Manager Client Communications Planning: Anna Magliano (MediaCom)
Director Implementation Planning & Investment: John Miskelly (MediaCom)
Account Manager: Chris Hudson (Facebook)
General Manager: Marty Wirth (Modular)
Media placement: Facebook Brand Page - Facebook - 10/08/2009
Media placement: Facebook Text Ads - Facebook - 10/08/2009

Results and Effectiveness
Pringles Australia fan page is the NO 1 Facebook Fan Page in Australia with an astounding 266,000 fans, bigger than the total of the 2nd, 3rd, 4th and 5th largest Australian fan pages combined. Our fans embraced the campaign and exploded it across the Facebook universe, ensuring the Pringles message was delivered to 7.1 million Facebook users, the total Facebook Australia population at that time! We created a powerful and immediate sales-driving tool. A simple alert to our fans announcing where to find the new King Can led to a massive 200% leap in sales within just 2 weeks at a key retailer.

Creative Execution
We launched the Pringles Australia Facebook fan page, creating a central hub for a vibrant online community. A multi-dimensional calendar of promotions, interactive elements and Pringles updates sustained relevance, driving an avalanche of Pringles-related conversations. By answering questions posted on the fan page, we embarked on a genuine two-way dialogue with our fans. Partnering with cutting-edge Australian music label Modular, we leveraged exclusive access to their stable of Artists to create a bespoke video party application and promotion. Pringles Facebook fans selected a venue, a Modular band and 100 friends and the application created a user-specific video/prize draw entry with this information. First prize was the tailored money-can’t-buy party experience the winner designed. A flash-clip of their ultimate party video was posted on their profile pages. Their friends could comment on it, vote for it and create their own. As users engaged the momentum built, spreading like wildfire across friend networks.

Insights, Strategy & the Idea
With a higher price-point and dated image, Pringles were struggling to fight off deletions, their share of shelf-space being eroded as competitors continued to innovate with new lines. To add to an already challenging situation, Pringles were moving to a higher price-point with the launch of their larger King can. To survive it was crucial to smash the perception of Pringles as an uncool, boring snack. We recommended shifting the focus of our communications from targeting price-obsessed grocery buyers to speaking directly to our youth end-users. To succeed with this fickle and marketing-savvy consumer, we needed to be invited into their world. Music and friendship are universally important to young Australians: our consumers assert their individuality (or conformity) via their iPod collections and circle of friends. Our strategy focused on targeting this personality-defining part of their lives by creating market-leading partnerships with brands that opened doors to these spaces.