Report on effectiveness of social media campaign in driving awareness and trial for niche dairy brand. Case-study, Russia, Summer of 2010.

1. Social Media Campaign
Effectiveness:
Velle Case-Study
Alex Lomizov
July 15th, 2010

2. 2
Agenda
— A little bit of theory
— Why measure Social media effectiveness?
— What to measure?
— Research designs
— Case study
— Campaign details
— Research design
— Reach and audience
— Business effect
— ROI

3. A little bit of theory

4. 4
A few reasons
not to measure anything
— Design of your campaign reveals the effect
and the results directly
— Your budget (or habits) allow learning through
multiple trial and error
— Your campaign has no measurable objectives
(or no visible objectives at all)
— You simply prefer not to

5. 5
What to measure?
— Some marketing campaigns have a clear objective
to change customer behaviour, and still this behaviour
can not be directly observed
— A few examples:
— Generate offline product trials
— Re-activate loyal customers
— Improve customer loyalty
— Then you have to measure this behaviour:
— Behaviour tracking
— Surveys

6. 6
Research designs
— The major question is usually not “How to measure?”
— Campaign objectives define indicators to measure
— Best practices of market research provide reliable tools for
almost any indicator imaginable
— Technology makes any measurement easier and easier
— The major question is usually about research design
— What’s our target group?
— How to split test / control groups?
— How to reveal the effect of the campaign?

7. 100
90
80
70
60
50
40
30
20
10
100
50
7
Designs: time series
0
Brand awareness
Ever tries
Bought in the past 3m
Most often brand
F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
0
Campaign contacts

8. 8
Designs: pre / post analysis
Effect
After
campaign
Before
campaign
Same target group
Same data collection method
Same data collection tool

9. 9
Designs: panel approach
All contacts 21.250
918
Bought at least once
4w after campaign
Indented to buy again
4w after campaign
1.033
Never tried before
campaign 3.825

10. 10
Designs: experiments
Effect
Control Test
Groups matched by all key profile variables
Groups have random selection nature
Same data collection method
Same data collection tool

11. 11
Anyway, why measure?
— Some numbers for your boss?
— Fancy ROI chart for your investors?
— Or just for you to sleep well in the night?

12. Case-study

13. 13
Velle & Professionali.ru
Freedom from Milk – multi-media marketing campaign with key objectives
support off-season sales and reinforce Velle brand image.
Major channels – in-store, radio, glossy magazines, social media.
Social Media Campaign:
20 selected users of Professionali.ru, a popular Russian social
network, received free stock of Velle products for a month.
They have blogged about their experiences and shared their
impression of the product during this month. Other users
could vote for the best Velle-inspired blogs. The blogger with
the highest vote received Sony Vaio laptop as a prize.

14. 14
Our research design
Test group 1:
Prefessionali.ru users
Test group 2:
Professionali.ru users
engaged into Velle
campaign
Control group
Visitors of professionali.ru
at least once during the
campaign.
All visitors have been
exposed to at least one
Velle banner during the
campaign.
Visitors of professionali.ru
at least once during the
campaign who have done
at least one of the
following:
• Voted for Velle blogs
• Followed Velle blogs
• Commented Velle blogs
• Mentioned Velle brand
Random sample of internet
users (representative
online panel).
Age and gender are
matched to Test group 1
using quotas.
Population:
~ 300 000 people
~ 1,1mln hits
Population:
~ 1 500 people
~ 13 000 hits
Population:
~ 8mln people
Sample:
230 respondents
Sample:
49 respondents
Sample:
221 respondents

15. 15
We’ve shown test group respondents screenshots of
Velle banners, brand page and Velle blogs.
Most couldn’t remember seeing anything like this.
87% 88%
96% 98%
Anything
campaign-related
Can’t recall
Recall 13% 12%
4%
Velle banners Velle page on
professionali
2%
Velle blogs

16. 16
Campaign recall is at the same level among males
and females, younger and older, and in both covered
cities. Communication seems to be equally effective
with all groups of professionali.ru users.
86% 88% 88% 86% 87% 88%
12%
Can’t recall
Recall 14% 12%
13% 12%
Males Females 18-35YO 36+ YO MOS
SPB
Average –
13%
14%

17. 17
How to measure Velle?
Context is important. We’ve put Velle on virtual shelf
with milk products, like supermarkets usually do.

18. 18
Engagement has been required for any substantial
effect on brand awareness. Exposure to banners alone
didn’t produce any significant uplift.
42%
26%
22%
+91%
Test group 2:
engaged into
campaign
Test group 1:
professionali.ru
visitors
Control group
Aided brand
awareness, %

19. 19
Think context! Engagement into campaign puts Velle brand
awareness to a level of 2nd grade competitive milk brands.
22%
45%
61%
59%
58%
90%
90%
87%
87%
85%
84%
83%
83%
91%
Activia milk drink
Activia yogurt
Actimel
Activia cream
Chudo milk drink
Chudo yogurt
Danissimo
Immunele
Chudo cream
Danone milk drink
Danone yogurt
Activia fresh
Velle 42%
Average – 75%
Activia muesli
Aided brand awareness, %

20. 20
Trial well correlates to brand awareness. Again we see
substantial effect only among those engaged into
campaign. Simple exposure does not really work.
24%
17%
14%
Tried at least
once, %
+71%
Test group 2:
engaged into
campaign
Test group 1:
professionali.ru
visitors
Control group

21. 21
Campaign effect is much stronger among males. It’s
partly explained by the low base, but still campaign
design seems to work much better with males.
18%
14%
8%
+125%
Test group 2
Tried
at least once
%
Control group Test group 1
30%
+30%
23% 23%
Control group Test group 1 Test group 2
Males
Females

22. 22
Although both males and females liked the campaign
similarly, engagement among males was twice higher.
The fact that Velle bloggers were females probably
explains a lot of males among voters.
15%
19%
8%
20%
Voted for any Velle
bloggers, %
Liked the campaign,
%
Males
Females

23. 23
Still males have been quite receptive to core product-related
messages of the campaign. Effect among
females was much less stronger.
Velle does not contain milk Velle does not contain preservatives
6%
1%
8%
1%
% agree
12%
8%
4% 4%
Control group Test group 1 Control group Test group 1
% agree
Males
Females

24. 24
Quick summary
Starting point Media effect Social effect
Males
Velle awareness 10% +11pts +22pts
Velle trial 8% +6pts +10pts
Velle purchase in 4w 4% +5pts +11pts
Starting point Media effect Social effect
Females
Velle awareness 36% — +16pts
Velle trial 23% — +7pts
Velle purchase in 4w 9% — +10pts

25. 25
Key findings
— Velle social media campaign has shown visible positive effect on brand KPIs
and measurable ROI.
— Engagement into social interactions has played a key role in building of brand
awareness and generation of trial. Exposure to media materials had almost no
impact, while those who voted, discussed or shared the campaign show visible
higher brand awareness and trial.
— Product message and campaign design are critical component of success. For
Velle campaign both were more relevant for males, and that’s why campaign
effect among males is much higher.
— ROI is also a direct function of campaign coverage. Velle campaign coverage
was at best mediocre. Creative media strategy and highly relevant campaign
design are required to achieve high levels of coverage and engagement.

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