Cooperation for better Competition World Web Forum, ZĂźrich January 17th 2019
Start of success story with “new to the world” innovation … a little bit of history
1865
1920
1904
Georg Wander 1841-1897 Vacuum steamer
Albert Wander 1867-1950
1937
1964
Ovomaltine present in first advertising window in Switzerland (1965) ‌ a little bit of history
1965
1970
Ovo Grand Prix
1981
1990
1996
Strong brand claim is born (1999): «not better, but longer» … a little bit of history
1999
2000
2004
2008
2010
Never change a winning team: Relaunch of claim «not better, but longer» … a little bit of history
2011
2012
2013
2014
2017: Big Bang Snacking: Launch of 3 NPD’s for on-the-go and snacking … a little bit of history
2016
2017
2018
Ovomaltine assortment 1904 assortment
Core Powder
7
Ovomaltine assortment 2019 assortment
Beverages
Breakfast NEW
NEW
Ready to Drink
Powder
spread NEW
Müesli
NEW
Croissant
Core
Biscuits
NEW
Bars
Snacking
Chocolate
Powder Ice Cream 8
Brand awareness & image Brand awareness
Most trusted brands
9
Communication goals
1. Storytelling platform
Audience need
Brand need
2. Consumer journey / prioritised products
Digital touchpoints
Physical touchpoints
Shared ideal
10
Hot topics of target audience
ALTERNATIVE SPORTS
DIGITAL FIRST SHOPPING
Urbane hippster Gyms (Balboa), City Runs (nike, adidas) Boxclubs, Surfen, Kiten, Outdoor Boot Camps, Skaten, SelfTracking
Digital First Brands: Glossier, Everlane, Mansur Gavriel, Kylie Jenner Lipkits, Revolve, Outdoor Voices
MUSIC Festivals like Coachella, Burning Man with Stars like Dua Lipa, K-POP
THEIR NEWS
STREAMING
Platforms like Buzzfeed, Reddit, Refinery29 or 9gag and izzy
Netflix: Maniac, specific Gen Z series like 13 reasons why, Black Mirror, Stranger Things. New Streaming Services.
FOODTRENDS
ENGAGEMENT
Slushies cold-pressed Juices, Acai Bowls, Streetfood
social responsibility, Freedom Marches, Women Empowerment, #metoo
INSTAGRAM & PINTEREST TRAVEL
TOPICS THEY LOVE
Instagram as first inspiration point, collect memories not things, AirBnB, Insta saves & Pinterest Moodboards
WHY we use recipies Our goals: a) Drive awareness or relevance and engagement • …when launching new products • …when showing different usages of our products than the “simple” consumption (cross-usage/consumption)
b) Drive purchase • …when supporting a retail promotion • …when focussing on special seasons (x-mas, mothers day, etc.) 12
HOW we use recipies
HERO
TVC/Online Ovo rocks campaign
TVC/Online crunchy cream campaign
Sampling Platform Household Mailing
Anchor moment Ovo challenge
HERO
HUB
Cons. seek Inspiration
HUB
Social media, Influencers, Recipe's, Newsletters
HELP
Cons. seek regular content
HELP
Packaging, Website, Info Service, Social media (PM, wall)
Cons. seek relevant content
September
January
March
June
13 Source: De Schepper 2016
HOW we use recipies Where do they belong in our marketing plan? Customer journey → online & offline Integrate digital with physical touchpoints to be present b)inCustomer journey → online & offline whole customer journey. Integrate digital with physicalDigital touchpoints to be touchpoints present in whole customer journey.
Physical touchpoints
14
WHAT does it look like: Ovomaltine retail case study
15
Do you spot Ovo?
16
Support sales of a retail promotion Our case: Sales promotion in retailer during 2 weeks • Goals: • stand out at POS, • push sales rate, • be relevant and seen
• Recipe as key element in communication: • easy, fast & yummy, • not too much sugar • Presented in a very modern way
17
Ovomaltine muffin video
18
Communication on- & offline
19
Conclusion: new recipe content strategy
Sep 18
Oct 18
Nov 18
Dec 18
Jan 19
Feb 19
Always-on with SEA on recipes in general
Always-on with TrueViewAds (each month a new recipe video)
New recipe video
New recipe video
New recipe video
New recipe video
New recipe video
New recipe video
20
Results – www.ovomaltine.ch Last 3 months vs. first 3 months of 2018
Traffic on recipes
Recipe dwell time
Recipe downloads
+185%
+50%
+74%
21
Our recipe creation process Creation • Self generated content: 2-3 waves of professional recipe creation → different season styles, different products, similar look & feel (develop your style) • User generated content: Repost consumers recipes → stimulate them
Communication • Spread recipes during the year → plan them in the content calendar & also use them offline
… and now some more secrets…
41