Post on 22-Nov-2014
description
transcript
monitoraggio
business intelligence resources
communication
SMS
purchase influence
social networking
brand reputation
You Tube
Web 2.0
review online
Case studyBoehringer Buscofen creative crowdsourcing
monitoraggio
business intelligence resources
communication
SMS
purchase influence
social networking
brand reputation
You Tube
Web 2.0
review online
codice a barre
Ehm!
Conversation: is there anything more human?
From conversation to knowledge
and
5
Madame de Raimboullet and
her Chambre Bleue
The most challenging goal for corporations?
Metrics
How much a conversation
between friends costs?
Or what is its value?
Target or People
Consumers or Clients
Roi or Benefits?
Conversation is human so it has to be the listening
and not driven by algorithms
The human touch
www.gr8balls.blogspot.com
@Buzzdetector we believe in the human factor
www.triggerandfreewheel.com
Conversations are made of nuances
Consumers’ insights
Buscofen is THE remedy
for menstrual pains
Photo: Gayle_T from Flickr
Baby, it will pass by..It’s like when the first Buscofen pill effect is gone and still you
haven’t got another one…think about it…and you’ll get better soon
Mozartina 88
Consumers’ insight - Passerà Baby
Feature Claim Output
Consumers’ insight - Passerà Baby
It works
It’s fast
Non aggressive
passerà Baby… it will get better soon It’s like when the first Buscofen pill effect is gone and still you haven’t get another one
It works
Pain between two pills goes away fast
You can get more than one pill without any problem
“Days and nights…Be honest, the menstrual cycle is God’s revenge on men
Sweet creatures turned into evilish being…Must be stoical! Well, may I express once
more my love for Buscofen?
Antonio Savethepellessa
Consumers’ insight - San Buscofen
Feature Claim Output
Consumers’ insight - San Buscofen
It works
Positive collateral effects
Sweet creatures turned into evilish being!
We must be patient. Anyway, let me express my love for Buscofen
It drives back to their best our wife, girlfriends, fiancees
Passerà Baby
Focus on product and its effect
More rational
Empathy between women and women
Action - Concepts vis-à-vis
San Buscofen
More balanced between direct and collateral effects
More ironic
Empathy between men and women
Works fine on non users
Clear proposition
+ 19%
The test resultSan Buscofen vs. other copy
Clear proposition
+ 19%
The test resultSan Buscofen vs. other copy
It works
+ 17%
Clear proposition
+ 19%
The test resultSan Buscofen vs. other copy
It works
+ 17%
Fast acting
+ 19%
+ 20%
Business factsWithin the first flight of adv, two weeks, sales
were up
+ 20%
Business facts The average increase in sales
+ 7%
+ 20%
Business factsAwareness Women 25/40
+ 7%+100%