Crunch Fallmethode CRUNCH CEREALS WEB RADIO STATION [video] ZenithOptimedia Paris

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Agentur ZenithOptimedia Paris
Veröffentlicht Januar 2013

Kredite und Beschreibung

Advertiser: NESTLÉ CPF
Category: Best Use of Social Media
Digital Director: Christelle Gimat (ZenithOptimedia)
Digital Account Manager: Margaux Le Quint (ZenithOptimedia)
Media Director: Nathalie Baclet (ZenithOptimedia)
Digital Account Manager: Nicolas Simon (ZenithOptimedia)
Account Executive: Lea Krummenacker (ZenithOptimedia)
Account Manager: Sophie Bolte (ZenithOptimedia)
Dynamic Engagement6 touchpoints activated around “Crunch web radio”Presence on: “paid media”: 1/ Digital Campaign Display and search2/ Mix TV (37%) + Digital (63%) • used on national and satellite channels :30 days / 322 GRP on 11-24 yo / 24 million contacts • used online with banners: 30 days / 2,4 millions impressions / 106 000 clics (CTR: 4,38%!)“Earned media”: 3/ Fan comments and votes“owned media”: 4/ Facebook Page 5/ Brand Website 6/ Cereal Packs
Results (ROI)The most succesful Roi campaign for Nestle! • 1 million fans on facebook (vs an objective of 350 000) • Mobile Users: 30 000 downloaded apps • Young talents: 2000 tracks provided • Business: increased volume: +7,8% (versus 2% for the main competitor “Trésor”) • Crunch's Cereals Fan page ranked in the top 25 Food & beverages fan pages in FranceA cost per fan of 0.31 the lowest cost in Nestlé history!
Challenge!In a highly competitive cereals market, Crunch had to recruit and develop brand preference amongst teens (13-17 year olds) to engage them into a specific brand territory focused on the promise:“Rock your life”Objectives!Business Objectives:• Increase share of volume.• Brand-Image: Develop brand preference and make Crunch Top of Mind vs Tresor.Media Objectives:• Create awareness on Crunch's Web Radio station.• Increase traffic on Crunch's Fan Page (objective 375 000 fans).• Recruit new fans.• Invite new musical talents to participate to Crunch contest.The IdeaA 360° Campaign deployed to provide an interactive and permanent web radio station available on Crunch's Facebook page and smartphones promoting young talents.• 91% of teens are Facebook members and Music is the n°1 hobby for teens