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"

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