SVELTESSE LAUNCHED A 100% FACEBOOK CAMPAIGN TO BOOST SALES

“Ferme & Fondant comme vous”

by SVELTESSE FRANCE

TESTING THE ROI OF 100% FACEBOOK CAMPAIGN

THE IDEA: The Chilled Dairy Light category experienced a strong loss of attractiveness and the “light” products have a negative reputation (no pleasure, full of sweeteners, not effective ...). In addition, the brand Sveltesse is a fragile brand (cluttered category, low link with consumers with low conversion and loyalty, a non-specific image and positioning).

Sveltesse needed to boost sales and to work the brand territory vs the competitor Taillefine. As the media budget didn’t allow a TV burst, we focused exclusively on digital with a 100% facebook campaign on the brand new platform Sveltesse.

THE CHALLENGE: • Launch and consolidate the Ferme & fondant comme vous" platform on Facebook, generating a competitive level of fans and engagement in 8 only weeks • Measure the effectiveness of a social media + trade campaign in terms on preference and buying intentions and ultimately sales.

HOW IT WORKED MEDIA OBJECTIVES •

Become Top of mind for the consumers

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Building brand awareness & brand preference

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Have an impact on sales & buying intention

HOW DID WE MEASURE THEM? •

Brand Lift Via FB / Items tracked: Product Recall, Product Awareness, Purchase intent

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Facebook campaign via Kantar Worldpanel / Tracked items: ROI, complementarity of Facebook with promotion

CONCEPT A 2-month Facebook adv campaign planned in 4 steps, each with its creativity: 1. Recruitment of a qualified fan base before the launch of the branding phase 2. Commitment : generate visibility and engagement throughout the campaign to build loyalty and generate brand preference within a qualified target 3. Reach & Awareness: 6 weeks to emerge on Facebook and maximize contacts with the target (3 Reach & Frequency). This represented 87% of the budget 4. Finally, we set up a contest: to generate traffic to the page

RESULTS Business: • A campaign which can be reused to benefit from the good short term ROI = 1,2 • A good complementarity of Facebook with promotion Brand: The campaign was highly resonant among the audience, moving two important key metrics for Sveltesse •

Ad recall for Sveltesse ferme et fondant increased significantly by 18 points

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No lift was observed in brand awareness of Sveltesse as the campaign was very short however an important shift of 5 points was seen in purchase intent towards Sveltesse. This shows that the ads were highly successful in moving this lower funnel metric for Sveltesse!

Media: 17,500 fans recruited, reach* : 5 millions unique users with an average frequency 13, more than 66.8 million impressions delivered, and over 272K page post engagements.

Target audience : 25-49 /Female