Tropicana Promo, Case study THE TRAFALGAR SUN by Freud Communications

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THE TRAFALGAR SUN

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Industry Juice
Media Promo & PR, Case study
Market United Kingdom
Agency Freud Communications
Creative Director Claire Curran
Released January 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: TROPICANA
Product/Service: ORANGE JUICE
Agency: FREUD COMMUNICATIONS
Group Marketing Director: Patrick Kalotis (Pepsico)
Marketing Director: Peter Charles (Pepsico)
Board Director: Caroline Wray (Freud Communications)
Creative Director: Claire Curran (Freud Communications)
Digital Director: Ruby Quince (Freud Communications)
Senior Account Director: Alex Wood (Freud Communications)
Account Director: David Brady (Freud Communications)
Media placement: Event PR - ITV Daybreak, BBC London News, ITV London News, Mail Online, Sun.co.uk - 23 January 2012

Summary of the Campaign
Tropicana wanted to engage an on-the go, 30-something audience with their single-serve product and brand promise of ‘Brighter Mornings’. This audience had a limited relationship with the brand, considering its distant and lacking relevance for them. Furthermore, traditional media tended to confine Tropicana to product listings or well-being segments.

Encouraging genuine engagement meant a radical approach and a departure from traditional advertising. We wanted to get people talking about Tropicana in a totally surprising way. Given the audience, online engagement was going to be vital for putting Tropicana on their radar. That meant we needed rich, credible and relevant content that would engage consumers and media alike. What we needed was nothing less than a high impact, cultural event that people would want to capture and share, getting the country talking.

Our solution was to literally brighten the morning on the most depressing and darkest days of the year. So we created The Trafalgar Sun, a uniquely uplifting experience delivering a spectacular early dawn for London that could not be ignored. Employing an artist, keeping branding minimal and carefully choreographing the release and sharing of content we hoped to fuel online conversations and amplify media interest nationwide.

Results were unprecedented:
• Tropicana trended on twitter throughout the day;
• Tropicana video received nearly 1m views;
• Tropicana facebook had 65,000 new fans;
• Tropicana website had 360,000 new visitors;
• 59 pieces of branded TV, print and online coverage (AVE=£761,095);
• Brand regard up 10% (Jan’12-Feb’12);
• Single-serve volume sales up 9% (Feb’12 compared to Feb’11).

The Situation

Years of successful TV advertising had created a strong, aspirational brand, but sustaining 10 years of growth meant building a relationship with a new generation that was hitherto dis-engaged from Tropicana.

Furthermore, new, colourful brands were entering the category and fast winning the hearts of these younger juice drinkers. However, we had an irrefutable brand truth, that since Tropicana had been helping millions of people to wake up with their juices for over 60 years, no one had more right to brighten up mornings than them. We felt it was time to wake this sleeping giant of a brand.

The Goal

Our focus was driving brand engagement. Research indicated that our audience of 20–40 year olds, predominantly working in London, spent a lot of time on line and was active in social media.

So engagement meant viewing and sharing of content, online conversations via Twitter and increased activity on Tropicana’s Facebook page. Tactically our goal was getting our brand hashtag to trend on Twitter, generating wide media coverage and motivating consumers to create and share sunrise content. Research into how consumers share online content suggested a strong role for traditional media in engaging key stakeholders to amplify the online activity.

The Strategy
The location had to be instantly recognisable, good for engaging commuters and easily accessible for media. To ensure maximum engagement branding was minimised, knowing we would subsequently direct audiences to branded digital sites. To create a ‘conversation cycle’ we combined real world activity, traditional media and social channels. To start the cycle, influential London photography communities were invited to capture content at the ‘Trafalgar sunrise’ alongside passing public.

Sharing content using our hashtag (#TrafalgarSun) would help us trend on Twitter and drive social chatter. Simultaneous TV, radio and online coverage would drive mass awareness. People would then attend the event capturing and sharing more content. Alternatively they would search online where they would come across our branded event video and be directed to Tropicana social channels. This strategy was aimed at delivering a long tail of media engagement, sustaining online interest and sharing of content throughout the whole day.

Execution
London’s blogging and photography networks were recruited in advance, building anticipation alongside listings coverage and media briefings. At 6am on 23rd January, renowned art collective, Greyworld, lit the square with an early dawn using 60,000 light bulbs supported by product sampling.

Media and bloggers were hosted to capture content whilst TV coverage rolled out with Daybreak broadcasting their weather on location from 6am–9am alongside media sell–ins. As online coverage built up we converted awareness into engagement by managing the Tropicana Twitter feed, directing those talking about the event on-line to the branded videos and Facebook page.

By 9am, the activity was trending on Twitter and our videos went viral throughout the day. Radio, evening TV and print coverage drove people down to the event, with on-line buzz and further coverage driving awareness over the following days.

Documented Results
Facebook engagement:
• 75% increase in facebook fans to 65,500;
• 68,000 'talking about' the Facebook page;
• 360,000 new visits to Tropicana page;
• 1,100 consumer posts on Tropicana wall;
• 9.2m Facebook reach;
• 14m friends of Facebook ‘likers’ reached.

Branded video views:
• 900,000+ video views to date;
• 60% of viewers watched the whole video.

Public engagement
• Over 300 #Trafalgarsun photos created and shared across Instagram and Flickr with 8,036 'likes';
• #Trafalgarsun trended for 8hrs in London on 23rd Jan;
• ‘Trafalgar Square’ trended UK wide on 23rd Jan;
• Over 5m reach (#trafalgarsun);
• 1,566 #trafalgarsun tweets;
• 49% Re-Tweet rate.

Media coverage
• Traditional media - Total OTS: 55,090,000; Total Media Value: £761,095;
• 3 TV coverages (Daybreak, BBC London, ITV London);
• 38 national online articles;
• 59 branded blogs;
• 2 x radio (Radio 5 Live, Capital FM broadcasts).

Brand/Business Impact
• Brand regard up 10% (Jan’12-Feb’12);
• Single-serve volume sales up 9% (Feb’12 compared to Feb’11).