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Branding. Pingviini

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by

Sophie Scamans

on 7 April 2014

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Transcript of Branding. Pingviini

Teenagers
#KesänEkaPingviini
Pingviini as a Brand
SoMe Strategy
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Facebook
Age group 13-19
The Goal
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Strengths
Plan Target - Add emotional connection, brand awareness & attitude
The average 18,3 yrs
About
Summary
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82,972 likes · 260 talking about this
SoMe Strategy for Pingviini
Facebook
Instagram
Bloggs

Pingviini
ebrand Suomi Oy 2013
Appearance and image
Being accepted or stand out
Friends
Family
School
Summer jobs/pocket money
Family shopping behaviour
Diets and allergies
Motivation & Needs
Reference Groups
Shopping Behaviour
Turenki, Finland
Born in 1935
In a relationship with Nestlé
SoMe Behaviour
Media behaviour
Social Media; all day everyday
On average 14-18 hrs/week
Between 15-01 o'clock
The most popular time 18-21 o'clock
75% are present in SoMe via smartphones
ebrand Suomi Oy 2013
Weaknesses
Opportunities
Finnish
Classic
Not exciting/different
Threats
Flavours
Loyalty
Connect with minorities
Competition
Refreshments
Accustomed to
Lacking the emotional connection
Go-to Option
Collaboration within Nestlé
Instagram
Bloggers & Vloggers
Two way communication with the customers
Instant sharing
Creating content via opinion leaders
Winter
Spring
Summer
Autumn
FB
Insta
Bloggs
FB
Insta
Bloggs
FB
Insta
FB
Insta
Bloggs
# KesänEkaPingviini
# campaigns, Pingviini kiosk scavenger hunt
#campaing
#SharePingviiniW/Friends
# campaign, #PingviiniPakkasessa
New flavours promotion
Pingviini kiosk scavenger hunt
Send new flavours
Back to school
Winter sports
The season
#tbKesä
Collaboration with winter athletes, videos, Valio
Promotion of new flavours
Kesä
Lämpö
Kaverit
Include to the scavenger hunt
Collaboration with sports bloggers
School Challenge
Costs
Employees to work with SoMe
Products for Bloggers & Vloggers for promotional use
Prizes for campaigns; Instagram, School Challenge & Scavenger Hunt
Collaboration with winter athletes
Follow-up and ROI
Number of followers and likes in SoMe
Number of # shared photos in SoMe
Number of views in SoMe
Easily influenced
Pocket money
Daily use of SoMe
Adding the emotional connection to
the brand.

Basically SoMe is free; just need to motivate the public to create the content
Click-through Rate
Teenagers
Focus on
Study by ebrand Suomi Oy, 2013
Sosiaalinen media ja nuoret 2013
Sophie Scamans & Riku Seppälä
Full transcript