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!
