Maria Valeria Surico speaking at the Social Business Forum 2014

1. Launching a new brand in the connected market:
Danio Snack
M. Valeria Surico
Head of Connection – Danone

2. The SENSE of HUNGER can SURPRISE and torment
you EVERYWHERE, at ANY TIME

3. Danone launch Danio Snack,
a new snack with a
unique consistency
that can defeat
the sense of hunger

4. VS
FAMELIK
HERO VS ANTI-HERO

5. We created an integrated campaign that mixes
product and puppet in all the media/touchpoints
involved

7. • Carta d’identità di famelik

9. Everething began with a web teaser campaign.

12. In Store Events
PR activation
TV copy «Ufficio»
Facebook App
Online Video Ad hoc
Io Sono Famelik - Social Life
Let’s create a successful wicked

13. Tv Copy «Ufficio»

14. Online Video Ad hoc
Scary Cinema parody «saga»

15. Facebook engagment app

16. Facebook engagment app

17. Facebook engagment app

18. Facebook engagment app

19. Facebook engagment app

20. Facebook engagment app

21. Facebook engagment app

22. Facebook engagment app

23. Facebook engagment app

24. Facebook engagment app

25. Facebook engagment app

26. «Io sono Famelik» - Social life

27. «Io sono Famelik» - Social life
1.4K likes 2K likes 1.4K likes
CONTENTS ON “HUNGER” ARE CENTRAL IN OUR STRATEGY

28. «Io sono Famelik» - Social life
1.2K likes 1K likes 1K likes
THE FANS LOVE TO KNOW MORE ABOUT HIS
“LIFE” AND “FAMILY”

29. 17 mio video views
 27 mio web users reached
155.000 Facebook Fans
12.500 Twitter Followers
Social life – Key Figures

30. Famelik image profile: a «rascal»
30
D15. And thinking about Famelik, how much you agree with the following opinions?
Base: total sample n=600
% values
70
68
64
51
46
30 30
21
19
16
15
14
14
9
73 73
67
58
50
33
29
22
16
17
13 13
16
8
0
10
20
30
40
50
60
70
80
90
100
Total sample 25-44 y.o.
Top 2 boxes

31. Famelik role in building brand awareness
• Famelik, after only 2 months from the launch of communcation
activities, generates a level of awareness of over 50%
– 53% spontaneous level
– 65% after image prompting
• The 2 main media driving awareness are
– Television (66%)
– Internet (34%)
• Within the Internet the main role is played by Facebook (64%) followed by
YouTube (43%)
CAWI - Base: total sample n=600

32. Proper association to category and brand
• Category (yogurt or yogurt snack) is properly
associated to Famelik by the majority of
respondents (56%)
• Also proper brand association is high (among those
who properly recall the category) : 69%

33. 33
“Describe in detail
who or what
Famelik is (what
it does, what it
says, what it
represents, its
aspect,what it is
used for…)”

34. • Main evidences:
– The brand has a significant (it is
the word with the highest
number of occurrencies).
– The name is properly
associated to the advertising
character: a detailed
description is often provided
(yellow puppet, green t-shirt,
mascot)
– Hunger is recalled
Only Famelik aware were asked this question
Occurrences analysis

35. Character identification:
Famelik is an advertising character
35
D7. Which of the following sentence decribes better Famelik?
Base: total sample n=600
% values
76
8
7
4
3
1
advertising
event mascot
cartoon
tv puppet
comic
sport team mascot

36. Famelik image profile: a «rascal»
36
D15. And thinking about Famelik, how much you agree with the following opinions?
Base: total sample n=600
% values
70
68
64
51
46
30 30
21
19
16
15
14
14
9
73 73
67
58
50
33
29
22
16
17
13 13
16
8
0
10
20
30
40
50
60
70
80
90
100
Total sample 25-44 y.o.
Top 2 boxes

37. Highlights - Perception and image
• The Danio advertising turns out to be
distinctive and involving
– it evokes only positive emotions, focused on «amazig enjoyement», driven by
• Fun
• Surprise
• Happyness
• Pleasure
– placing Famelik – a positive character (an advertising character for nearly all
respondents) in funny situations.
• Famelik core traits are originality, fun, being a «rascal», being involving
and brilliant
Awareness is building on positive traits
37
Levity

38. Famelika and its advertising are currently working well, both in terms of
reach and in terms of brand and product qualification,
leveraginglevity, without depleting the informative power
38

39. Famelik will keep his promise … BE BACK!!!!

40. Thanks to  http://www.flickr.com/photos/jenosaur/4051305996