really

innocent smoothiessocial media done well

Agendaa very innocent brand identitythe environment- our innocent audience - the not so innocent competition

why use social media?the innocent social media landscape- the roadmap- the content- what they’re doing well- what people are saying- what they can improve on

appendix

a very innocent brand identity

brand associations

natural

healthy“5 a day”

funny

cutetransparent

down-to-earth

quirky

friendly

convenient

Their packaging (even has jokes!)

Their logo

Print Ads

Even people’s bank statements

the core identity

unadulterated goodness

lightheartedly agreeable

natural

the environment

our audience

mom wants to make sure that her and her children easily get all the important vitamins & nutrients - she wants only the best from a brand she can trust.

kids want something thats yummy and fun

our competition

milk (& flavored)

soda coca colafanta

tropicana go!capri-sun

del monte fruit burstrobinsons

cravendalecountry life milkJersey & Guernsey

waterbritvicvolvictap

dairyleayoplait kidz

coco pops barshumdingersnacks

juices(& smoothies)

our competition cont’d

milk (& flavored)

soda

juices(& smoothies)

sponsorshipsmovie tie-insmobile

social media (pepsi)online entertainmentcool image, teens & older target promotions

tvc’sooh

healthy image, mother target

tvc’scelebrity endorsements

oohin-store samplingonline entertainmenthealthy & amusing image, young & other

target

water

tvc’sooh

on-pack promosethical & natural image,

older target

tvc’s & pron-pack character merchandizingin-store

celebrity endorsementsonline kids entertainmenthealthy & amusing image,

young target

snacks

why use social media?

social media compliments the brand- its identity is down-to-earth just like social media should be- it fits with their original collaborative & grassroots approach to communication (& even crowdsourcing research)

social media is a great differentiator- it amplifies their “natural” tone where everybody else uses cheap entertainment

- very few competitors who are leveraging social media - it’s an unsaturated space

the innocent social media landscape

the channel roadmap

WWW

kids micrositeinnocent foundation

content• marketing support• product support• customer support• jokes, conversation• organizational transparency

• marketing support• product support• customer support• conversation, jokes• preempt problems

• marketing• product info• transparency about products, organization, their people, sponsored events, ethical activities• entertaining conversation• entertainment

• marketing support• product support• transparency about products, organization, their people, sponsored events, ethical activities• entertaining conversation• preempt problems

• marketing support

• marketing support

WWW

they love

they’re thankfulthey participate by suggesting

they even beg

“Thank you, Innocent Drinks!Look what baby bump and I received today: lots of delicious goodies from the lovely people at Innocent Drinks.” *www.mummyalarm.blogspot.com

the consumers are saying...

“I was borderline ecstatic... sold several Innocent flavours” *http://piaks.blogspot.com

i looked at 20 posts on facebook and i saw

1 negative

17 positive

* Twitter has a similar positive skew

“Twitter activity is successful at extending the consumer conversation and resolving consumer queries” *http://wave.wavemetrix.com/

the professionals are saying...

“Smoothie operators: innovation and timing are key to Innocent success...incredibly innovative from the very beginning.” *http://

www.innovatrs.com

“ No organization has embraced this ethos more than Innocent and when it comes to cultural influence, no-one has quite captured this “down-to -earth” approach as well as it has.  Innocent has also built a highly-successful brand community too.” *http://www.newbrandtribalism.com

* negative posts on Coca Cola deal where ethos is questioned

- the tone and content of the stories they tell is always natural- people feel engaged at every touchpoint

- they design the content to fit each platform (twitter has shorter, catchier updates, facebook is more conversational, blog is more in depth)

- they encourage discussion, they give quick replies, and their followers & fans are satisfied

what they can improve

•flickr should be more organized

•their YouTube channel should be more prominent - 2nd page of search results on google- not promoted anywhere

•leverage social media to further promote their ethical stance (innocent foundation, for example)

Thank you!did you enjoy?

appendix

fun

product support

customer support

transparency

fun

product support

marketing support

blog support

preempt issues

engagement!