The document discusses a social media campaign for the Skinny Cow brand. The three main objectives of the campaign were to: 1) Introduce the Skinny Cow brand, 2) Position Skinny Cow as a "permissible indulgence", and 3) Drive engagement and break category norms. The solution involved creating a Facebook page as the hub of the campaign. This allowed for talkability, an additional budget for content, and complemented the existing Skinny Cow website. Events like a "Swap Shop" and "Skinny Dip" grew the Facebook page by 20,000 fans within a month with high user engagement. The campaign showed that offline events can be strong drivers of online engagement if rewarding content is provided.
Skinny Cow Hot chocolate is a sister product to Nestlé’ Skinny Cow icecream.
Skive were briefed to bring women together online under the brand idea of “oh yes you can”
Leaves zero for actual engagement.
Leaves zero for actual engagement.
Leaves zero for actual engagement.
There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
There was a big opportunity to create talkability of the brand on a site already familiar to its users. This approach would be a effective use of the budget as there would be additional budget to create content to support the BCI. The facebook page would complement the existing content on the skinnycow website.
Digital display, print and outdoor, facebook ads, search and the SK w/s all drove traffic to the facebook page.
32 k fans is quite an achievement for a small brand
32 k fans is quite an achievement for a small brand
In feb Skive were rebriefed to bring together SK fans in the real world in an indulgent site that would appeal to the TA
We came up with Skinny Cow Swap Shop Two offline events in London and Manchester
Competition mechanic Soho hotel Marie Curie Donation Celebrity cast offs Voucher Media player 9 friends was a big barrier to entry
9 friends was a big barrier to entry
Any left over items were left up for a day between 9 and 6. There were 2 lots per hour and 5 items per lot. 8 people actually spent all day online.
The lots were up for a short period of time and people had to tag the photos To then see if they had won
Use fanpage r and d
This was with no media spend Became self policing
This was with no media spend Became self policing
Choose between creating a significant return from fans as opposed to volume. Compete against past campaigns as opposed to competitors Engagement metric is longterm.