Doncafe@Facebook

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ExecutiveGroup

Doncafe@Facebook

Technology Business

Insight
COFFEE IS ONE OF THE
FAVORITE MORNING RITUALS,
EVERYDAY HABIT THAT
BRINGS PEOPLE
TOGETHER.
ALMOST LIKE FACEBOOK.

Idea
WE WANTED TO LET PEOPLE
ENJOY AND SHARE THEIR
COFFEELICIOUS MOMENTS
ONLINE

Approach
TURN THE DONCAFÉ PAGE INTO
FAVORITE FACEBOOK RITUAL
FOR COFFEE LOVERS AND
CREATE UNFORGETTABLE
FACEBOOK EXPERIENCE
THAT WILL LAST OFFLINE

Way to do it
DELIVER CONTENT THAT WILL
INSPIRE OUR FANS, MAKE THEM
LAUGH SO THEY WILL SHARE IT
AND BOOST DONCAFE
VIRAL REACH

How we talk
to people
WITH 3 POSTS PER DAY
WE TRIGGER CONVERSATION
AROUND FOLLOWING TOPICS:

How we talk
to people
COFFEE,
COFFEE
AND COFFEE!
LIKES: 607
SHARES: 252
COMMENTS:183

How we talk
to people
FOOD & RECIPES
LIKES: 873
SHARES: 144
COMMENTS:20

How we talk
to people
ORIGINAL MEME’S
LIKES: 2287
SHARES: 1105
COMMENTS: 37

How we talk
to people
AND MORE
ORIGINAL MEME’S :)
LIKES: 803
SHARES: 174
COMMENTS: 58

How we talk
to people
TAILOR MADE
QUOTES
LIKES: 1378
SHARES: 281
COMMENTS: 10

How we talk
to people
A LITTLE BIT OF
PRODUCTS
LIKES: 467
SHARES: 51
COMMENTS: 10

How we talk
to people
A LITTLE BIT OF
PROMOTIONS
LIKES: 814
SHARES: 49
COMMENTS: 58

How we talk
to people
WE APPRECIATE
LOYALTY
LIKES: 387
SHARES: 15
COMMENTS: 7

How we talk
to people
LIKES: 881
SHARES: 45
COMMENTS: 94
SO WE MAKE SURPRISES

Identity
IT’S CONSISTENT
WITH OTHER
CHANNELS

Activations
IN THE PREVIOUS
YEAR WE
LAUNCHED6FB APPS:

Activations
NEODOLJIVI MIRIS
- Scrolling adventure
game, where fans
were challenged to
play with irresistible
smell, avoid obstacles
and win points

Activations
DONCAFE AKCIJA
- Interactive Sweepstake,
where fans were selecting
their favorite Commercial
and contributed to display
the most voted on TV

Activations
NOVOGODISNJI MOMENTI
– 3in1 game, where users
were challenged to
decorate Christmas
tree, pack presents or
play Sudoku for prizes

Activations
SAMO ZA DAME
- Interactive video,
Women’s day viral that
was launched to surprise
female coffee lovers

Activations
DONCAFÉ USKRŠNJA
- Creative crowdsourcing,
that challenged fans to
decorate and share eggs to
win new Easter Doncafe cups

Activations
DONKAFICA SUDBINE
- Interactive Sweepstake,
launched to gather
consumer preference
by empowering them
to drink virtual coffees,
reveal and share
fortune cookies.

Results
UP TO 33.000PEOPLE TALKING ABOUT

2013
Thanks for
your time!
Applied for SOMO Awards on August, 30, 2013
Like - Comment

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Doncafe@Facebook

1. Facebook- SOMO AWARDS- SCROLL

2. Insight COFFEE IS ONE OF THE FAVORITE MORNING RITUALS, EVERYDAY HABIT THAT BRINGS PEOPLE TOGETHER. ALMOST LIKE FACEBOOK.

3. Idea WE WANTED TO LET PEOPLE ENJOY AND SHARE THEIR COFFEELICIOUS MOMENTS ONLINE

4. To become MOST TALKING ABOUT LOCAL FACEBOOK BRAND AND INCREASE DONCAFÉ TOP-OF-MIND AWARENESS

5. Approach TURN THE DONCAFÉ PAGE INTO FAVORITE FACEBOOK RITUAL FOR COFFEE LOVERS AND CREATE UNFORGETTABLE FACEBOOK EXPERIENCE THAT WILL LAST OFFLINE

6. Way to do it DELIVER CONTENT THAT WILL INSPIRE OUR FANS, MAKE THEM LAUGH SO THEY WILL SHARE IT AND BOOST DONCAFE VIRAL REACH

7. How we talk to people WITH 3 POSTS PER DAY WE TRIGGER CONVERSATION AROUND FOLLOWING TOPICS:

8. How we talk to people COFFEE, COFFEE AND COFFEE! LIKES: 607 SHARES: 252 COMMENTS:183

9. How we talk to people FOOD & RECIPES LIKES: 873 SHARES: 144 COMMENTS:20

10. How we talk to people ORIGINAL MEME’S LIKES: 2287 SHARES: 1105 COMMENTS: 37

11. How we talk to people AND MORE ORIGINAL MEME’S :) LIKES: 803 SHARES: 174 COMMENTS: 58

12. How we talk to people TAILOR MADE QUOTES LIKES: 1378 SHARES: 281 COMMENTS: 10

13. How we talk to people A LITTLE BIT OF PRODUCTS LIKES: 467 SHARES: 51 COMMENTS: 10

14. How we talk to people A LITTLE BIT OF PROMOTIONS LIKES: 814 SHARES: 49 COMMENTS: 58

15. How we talk to people WE APPRECIATE LOYALTY LIKES: 387 SHARES: 15 COMMENTS: 7

16. How we talk to people LIKES: 881 SHARES: 45 COMMENTS: 94 SO WE MAKE SURPRISES

17. Identity IT’S CONSISTENT WITH OTHER CHANNELS

18. Identity IT’S SEASONALLY REFRESHED

19. Identity INLINEWITH BRAND ACTIVITIES

20. Identity AND DESIGNED WITH MATCHING PROFILE AND COVER IMAGE

21. Activations IN THE PREVIOUS YEAR WE LAUNCHED6FB APPS:

22. Activations NEODOLJIVI MIRIS - Scrolling adventure game, where fans were challenged to play with irresistible smell, avoid obstacles and win points

23. Activations DONCAFE AKCIJA - Interactive Sweepstake, where fans were selecting their favorite Commercial and contributed to display the most voted on TV

24. Activations NOVOGODISNJI MOMENTI – 3in1 game, where users were challenged to decorate Christmas tree, pack presents or play Sudoku for prizes

25. Activations SAMO ZA DAME - Interactive video, Women’s day viral that was launched to surprise female coffee lovers

26. Activations DONCAFÉ USKRŠNJA - Creative crowdsourcing, that challenged fans to decorate and share eggs to win new Easter Doncafe cups

27. Activations DONKAFICA SUDBINE - Interactive Sweepstake, launched to gather consumer preference by empowering them to drink virtual coffees, reveal and share fortune cookies.

28. Results IN PREVIOUS YEAR...

29. Results 6USER ACTIVATIONS

30. Results 120.971NEW FANS

31. Results 1.332.304POST LIKES

32. Results 167.015POST SHARES

33. Results 69.244COMMENTS

34. Results UP TO 33.000PEOPLE TALKING ABOUT

35. Results TOTAL REACH 31.198.237

36. Results 39.599APP USERS...

37. Results ...WHO USED APPS 113.652TIMES

38. Results VIRAL REACH 5.393.299

39. 2013 Thanks for your time! Applied for SOMO Awards on August, 30, 2013 Like - Comment