Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: KRAFT FOODS DEUTSCHLAND
Product/Service: JACOBS KRÖNUNG
Agency: JWT GROUP GERMANY
Agency: WEBGUERILLAS
Chief Creative Officer: Till Hohmann (JWT Group Germany)
Creative Director: Kirsten Hohls (JWT Germany)
Art Director: Regina Groffy (JWT Germany)
Copywriter: Michael Muck (JWT Germany)
Art Director: Rhea Hanges (JWT Germany)
Communication Director: Carola Lohmann (JWT Germany)
Project Manager/TV Producer: Marcella Wegener (CFS Krug)
TV Producer: Georg Hofer von Lobenstein (Transmission Advertising Services)
Head Of Social Media: Jo Wedenigg (Webguerillas)
Managing Director: Martin Wittmann (Webguerillas)
Senior Online Planner: Katja Kiolbassa (Mindshare)
Client Service Director: Conny Petri (Mindshare)
Strategy/Marketing: Jasmin Merker (Drewes & Keretic)
Managing Director: Frank Drewes (Drewes & Keretic)
Managing Director: Ulrike Hanky-Mehner (Euro RSCG ABC Hamburg)
Public Relations Manager: Dorothee Stommel (Euro RSCG ABC Hamburg)
Managing Director: Jens Stauch (Couponing House)
Concept/Design Director: Andreas Wagner (Couponing House)
Strategic Planner: Martin Savov (LBI Switzerland)
Account Director: Marc Uricher (LBI Switzerland)
Media placement: TV campaign - 2 spots - main TV stations (RTL, Sat. 1, Pro7, Vox, RTL 2 - 02 March 2011
Media placement: Social media campaign - Facebook and Webcafé - 02 March 2011
Describe the objective of the promotion.
Jacobs is THE coffee brand in Germany. It has created many iconic TV commercials in the past. But times have changed. Filter coffee, like television advertising, has lost its power. New brewing systems, new varieties and new coffee occasions have gained importance. Now, Jacobs Krönung offers contemporary coffee – only, the audience hadn’t noticed. To thrive in the new coffee market Jacobs Krönung had to push awareness for its broad variety and its modern capsule system called Tassimo.
Describe how the promotion developed from concept to implementation.
Jacobs Krönung reflected a contemporary perspective of women and men. The core idea: women have more time to enjoy the new coffee varieties, because now men do the household chores. These stories told in the ads became real through social media and branded experiences. Jacobs Krönung told the target audience that it would deliver real men to women’s homes. On Facebook and Jacobs Krönung social media, women were given the chance to apply for the ‘Creative Men Squad’. The community were able to vote for the winner and to watch the entertaining reality show that resulted on the Internet.
Explain why the method of promotion was most relevant to the product or service.
To gain the market share in the important on-demand coffee system market (led by Nespresso) it was essential to evolve a community of loyal consumers. So when a consumer decided on a system, they are part of it long term. Through this promotion and the already successful loyalty program ‘Collecting Crowns’, people won Tassimo coffee machines. Each machine guarantees coffee capsule sales for Jacobs Krönung, so it is more effective to grow a community of loyal Tassimo users instead depending on tactical promotions.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The duration of the promotion earned 2,885,855 Facebook visits and 123,800 new Facebook fans. Jacobs placed 11th place among German FMCG Facebook brands. The strongest competitor, Tchibo, achieved only 45,000 fans.
Compared with the year before, the ‘Crown Collectors’ community grew 7 times. 55,230 additional Tassimo machines were sold by the end of 2011 - ONLY through the loyalty program of this promotion. Finally, the Tassimo market share of the capsule system market rose by 18% in the space of a year.