Jul 19, 2012 | FMCG digital marketing food and beverages
When a consumer spots a recipe they like online, make it as easy as possible for them to send the list of ingredients to themselves as an email or save them to a mobile platform like Evernote. Consumers see many recipes within their media day so you want to make it as...
Jul 19, 2012 | FMCG digital marketing food and beverages
Think about how you can use low cost videos to illustrate key steps within a recipe or professional techniques for common jobs such as slicing onions or peeling vegetables. To make these cost effectively use simple “soft studios” such as kitchens you already have...
Jul 19, 2012 | FMCG digital marketing food and beverages
For many foods brands the web presence is already all about the recipe, but they miss a trick by not going further and rotating recipes throughout the week. Consumers are looking for inspiration, so why not structure your home page with a changing recipe of the day,...
Jul 19, 2012 | FMCG digital marketing food and beverages
Lead with photos of the recipes rather than the brands. When people visit your home page you have a few moments to engage them. Sites should be consumer centric, and no matter how much we love our brands, the consumer benefit is in the great meal your brand is helping...
Jul 18, 2012 | FMCG digital marketing food and beverages
Packaging is one of the most powerful advertising platforms you have – the core of your free ‘owned’ media. Find the highest volume SKUs and look for ways to incorporate the web address into those. You don’t need to be on every product that...
Jul 18, 2012 | FMCG digital marketing food and beverages
Use your packaging. In the FMCG industry it’s one of the most powerful advertising platforms there is. But go further than just including the URL – give consumers a reason tp ‘like’ your brand. Show the value of the content updates you’re...
Jul 18, 2012 | FMCG digital marketing food and beverages
This chart depicts each industry’s average content engagement rate compared with their average number of Facebook fans. Engagement goes beyond simple ‘likes’ and looks at fans commenting and interacting with branded content. FMCGs attract most fans...
Jul 18, 2012 | FMCG digital marketing food and beverages
This chart depicts the top 20 brands in terms of Facebook fans in the food and beverage sector. Coca Cola is at number one with over 45 million fans, surpassing its nearest rival starbucks by nearly 15 million fans.
Jul 18, 2012 | FMCG digital marketing food and beverages
United Biscuit’s cake and biscuit brand McVities has launched a ‘Bring Out The Cake’ campaign, designed to get Facebook fans sharing coupons to promote the brand’s cake range. The firm is working with Coupons.com to manage the digital coupon element of its national...
Jul 16, 2012 | FMCG digital marketing food and beverages
This iPad app and video campaign from Kraft harks back to school days and macaroni art. See why it’s our video viral of the week below… “Dinner, Not Art,” a new tongue-in-cheek campaign from Crispin Porter + Bogusky, seeks to save the real noodles by...
Jul 14, 2012 | FMCG digital marketing food and beverages
Cadbury’s “Chocolate Charmer” online advertising campaign provided ROI almost 4 times higher than their TV campaign. The chocolate brand ran a cross-media campaign for its Dairy Milk brand, covering TV, online ads and YouTube promoted videos. Despite...
Jul 14, 2012 | FMCG digital marketing food and beverages
Savoury snack maker Tohato used mobile internet and QR codes on packaging to launch two new flavours and create a buzz in Japan. A mobile phone game called “World’s Worst War” was designed pitting Tyrant Habanero’s Imperial Army against Satan...
Jul 14, 2012 | FMCG digital marketing food and beverages
Kraft’s ‘Dinner, Not Art App’ harks back to school days and macaroni art, making creative use of the way its Mac and Cheese brand is perceived in a positive and nostalgic light. The “Dinner, Not Art” campaign from Crispin Porter + Bogusky seeks to save the...
Jul 14, 2012 | FMCG digital marketing food and beverages, Unilever - Research, tips and news for marketers
In early 2010, Unilever launched a campaign on Facebook to distribute samples of its new Marmite Cereal Bar and to drive awareness of the new product. This case study shows how the brand used the Facebook Ad Units format to create buzz, generating 22m impressions and...
Jul 14, 2012 | FMCG digital marketing food and beverages
Ahead of the Cricket World Cup 2011, PepsiCo India used Facebook’s video ad formats to closely engage with target audiences. The campaign’s main objectives were to create buzz, get the cricket-centric TV spots closer to consumers, create deeper level of engagement for...
Jul 14, 2012 | FMCG digital marketing food and beverages
This marketing stunt from Cadbury involved a giant purple ‘Joyville’ branded train pulling into select stations across Australia, rewarding surprised commuters with an array of chocolate treats. The campaign was amplified through a deeply integrated social media...
Jul 14, 2012 | FMCG digital marketing food and beverages
The Cadbury Dairy Milk UK Facebook Page reached a social media milestone when it welcomed its one millionth fan on Saturday, January 7, 2012. To say thank you, the brand constructed a giant chocolate Facebook ‘thumbs up’, piece by piece, from thousands of Cadbury...
Jul 14, 2012 | FMCG digital marketing food and beverages
Coca-Cola has made a foray into advergaming with their new title, Crabs & Penguins. The beverage giant made smart use of gamification techniques, with a music soundtrack and social media links, to build long-term engagement with consumers by letting players...
Jul 14, 2012 | FMCG digital marketing food and beverages
Many companies worry about how their brand is being talked about online as it is seems unpredictable and uncontrollable. This case study shows how Coca Cola encouraged conversations to happen about their brand with a multi-channeled digitally focused ad campaign full...
Jul 14, 2012 | FMCG digital marketing food and beverages
Back in 2008, Coca-Cola was faced with a declining market share in the UK teen market. This case study reveals how the drinks giant linked on-pack point codes to an engaging Coke Zone rewards website, boosting customer loyalty and becoming the most visited UK grocery...
