How Filippo Berio Used Social Media to Increase Olive Oil Sales
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BzzAgent's presentation with Filippo Berio at the 2012 WOMMA Summit in Las Vegas. Session: "Like a Virgin: How Filippo Berio Used Social Media and Shopper Data to Drive Real-World Sales"
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How Filippo Berio Used Social Media to Increase Olive Oil Sales
- 1. LIKE A VIRGIN HOW FILIPPO BERIO USED SOCIAL MEDIA AND SHOPPER DATA TO DRIVE REAL-WORLD SALES NOVEMBER 13, 2012 November 12, 2012
- 2. Agenda • Filippo Berio and The Business Challenges • BzzAgent and Best Practices Applied – Target, Engage, Activate, Measure • The Results – A Live Look at “Pulse” BzzAgent Proprietary & Confidential 2012 Page 2
- 3. Campaign Objectives Business Situation • Filippo Berio wanted to increase brand awareness and drive trial of Filippo Berio Olive Oil among consumers who are current olive oil users and cooking enthusiasts • Additionally, the brand wanted to differentiate from competitors by sharing its unique olive oil heritage and expertise, health information, and cooking tips with consumers BzzAgent Proprietary & Confidential 2012 Page 3
- 4. Campaign Objectives • Generate word-of-mouth about Filippo AWARENESS Berio Olive Oil, both offline and online, with a focus on generating blog posts • Impact brand perceptions and opinions ENGAGEMENT post-trial; understand what conversation topics drive trial and advocacy • Understand drivers and barriers to future SALES purchase; Drive sales and customer acquisition for Filippo Berio BzzAgent Proprietary & Confidential 2012 Page 4
- 5. Campaign Strategy 8 weeks: 4/19/12 – 6/14/12 1. TARGET 2. ENGAGE 2,500 Agents BzzGuide & Cover Letter • Men and Women, ages 25-39 • 8.4oz bottle of Extra Virgin Olive Oil • Use Olive Oil once per week or more • Mediterranean Way Brochure • Live in 15 Priority States • Substitution Chart magnet • At least 250 bloggers • Jar Opener • 5 Pass-along Recipe Booklets w/coupon • Campaign Homepage with guided activities to drive conversations and recommendations 3. ACTIVATE Campaign Homepage • 5 Email Updates sent to Agents over the course of the 8 week live phase BzzAgent Proprietary & Confidential 2012 Page 5
- 6. The BzzKit BzzAgent Proprietary & Confidential 2012 Page 6
- 7. Campaign Homepage – Online Experience Agents completed activities from the Filippo Berio Campaign Homepage on BzzAgent.com Post to Agent Facebook Wall Submit a Blog Post Submit a Product Review Post to Twitter Submit a BzzReport about Offline Upload a Photo Conversations BzzAgent Proprietary & Confidential 2012 Page 7
- 8. Executive Summary • Strong Brand Message: Campaign succeeded in driving Taste/Flavor and Health Benefits as top conversation topics, and engaging Agents with olive oil education on filippoberio.com • High Volume Reach: Agents reached close to 1 million consumers, or 362 per Agent, which far exceeds benchmarks • Successful Blogger Engagement: Campaign generated 286 blog submissions, and very high engagement in online activities among Blogger Group • Valuable Customer Feedback: Agents had an overwhelmingly positive product experience with Quality, Taste/Flavor and Health Benefits rated highest among product attributes • Sales: Campaign included 700 BzzAgents who are Kroger loyalty card holders. These agents drove incremental sales during the campaign and continue to buy BzzAgent Proprietary & Confidential 2012 Page 8
- 9. Filippo Berio Kroger Sales Bzz Bzz Campaign Campaign Start End Bzz Bzz Campaign Campaign Start End BzzAgent Proprietary & Confidential 2012 Page 9
- 10. Agent Usage Supports Sales Data 45% of Agents said that they purchased Filippo Berio Olive Oil since they joined the BzzCampaign (separate from the bottle they received in their kit) How much of your Filippo Berio Extra Virgin Olive Oil (that you received in your BzzKit) have you used? 7% of Agents used just a little bit 24% of Agents used half the bottle 27% of Agents used more than half the bottle 42% of Agents used the entire bottle n = 1,959 *Data based on Post Campaign Survey BzzAgent Proprietary & Confidential 2012 Page 10
- 11. BzzAgent Proprietary & Confidential 2012 Page 11
- 12. THANK YOU BzzAgent Proprietary & Confidential 2012 Page 12
- 13. Pulse RoadMap (internal for Dave and Chip) • Report 1: Chip to open up Pulse Homepage and Dave to walk through what we’re seeing: a) Campaign Dashboard, Activities by %, Online Reach, Sentiment, Agent Breakdown • Report 2: Dave to lead with fact that recipes and photos were important to help increase usage occasions and increase awareness. Chip to navigate through recipes and photos. • Report 3: Dave to lead with fact that getting people to understand and communicate that Olive Oil can replace butter is important. Chip to sort content by that subject • Report 4: Dave to lead with fact that understanding his competition and who buys his brands compared to his competition is important. Chip to drive through Who Buys my Brand Report • Report 5: Dave to lead with the fact that understanding the different TYPES of customers that buy and how their Word of Mouth and Opinions differ. Chip to navigate through Finest v. Shoppers on a Budget in Sentiment tab BzzAgent Proprietary & Confidential 2012 Page 13