Get Shouty

Save a sheep’s day
June 4, 2007, 2:29 am
Filed under: Digital Strategy


iMedia report that Consumer packaged goods (CPG) marketing online ad spending will rise to $470 million in 2006, up from $390 million predicted in 2005, according to a report from eMarketer.

So it must be working…that wool is coming off from marketer’s eyes…

As ever, we need stories that bring this to life- not only to tell our clients, but to remind ourselves that a measure of success is also a campaign’s ability to be remembered, be re-told.

Marketers in Australia need these tales of online success- we’re in a bit of a drought right now.

 I’m trying to get a collection together of CPG (or FMCG) case studies as a resource for online effectiveness- please contribute!

This is traditional:

MSN Jell-o case Study

CPG brands succeed because they differentiate in the consumer’s mind—driving sales is not enough to guarantee long-term success. For Kraft it was important to measure the branding impact of online advertising, as well as the immediate sales lift. The study shows that online advertising produced these measurable results:

    • Online advertising increased Jell-O offline sales: +7.5 percent increase.
    • Key branding metrics lift: +7 increase in purchase intent (top 2 box score).
    • Both sales and branding improve when online is increased considerably above current levels.

I kinda like this Ninja-style one:

This is the seriously edited version of an amazing Aussie style online campaign, not for FMCG- but an $70,000 return in eight weeks with an active community sounds like a great idea:

Background: We ran out of cash to hand feed our sheep and ran out of grass.
So, faced with sending the entire flock of 2600 to slaughter and lose 7 years of breeding for superfine wool (which no bastard wanted to pay for anyway), we went public and appealed to people to adopt our sheep for $35 a head, the amount required to feed them for 100 days (the planning horizon during a drought).

Action: Bodgied up a blogsite with PayPal to take donations.

Got the Press involved:  I sent press releases to 2 Sydney dailies – SMH & Tele – and waited. Two days, 3, 4, and a call from Tele asking for pix. Sent what we had. No, need a sad pic of farmer and wife. We took one, hard not to laugh. Kabloom! 5000 hits on blogspot

Got advocates:Louisa and Daniel, no training, giving interviews on air to listeners all over the eastern states. Orders pouring in. 10000 hits by start of week 2. Recruit local business centre for help. Disaster. Customer complaints. Recruit sister-in-law. Great

What’s that rumbling? The rising drone of the online conversations about us. StatCounter lets me see where hits coming from. Follow hits backwards to source to find links. Turns out people are posting stories and links on their personal blogsites, discussion groups arguing about the rights and wrongs of farming in Australia, quilters and knitters and spinners and crafty ladies telling each other they adopted, highschool girls (lonelygirl15) adopting a lamb for company in their adolescent cocoons.

Our target $87000. Total Week 8: $70000. (We had spent $60,000 up to when the appeal started.)

Customer is always right. No, not “customer” in our case. New friends? No. We are now family. This farm is their farm. These sheep are their sheep.

Promotional Budget: Media $0. Website: $0. PR: $0. Reason for Outcome: 1. Novelty.

Next steps: Expand the relationship. Expand the family.

What’s your favourite? 


3 Comments so far
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I’m goint to keep adding links:
iMedia’s inaugural open source marketing effort links top marketers from across the interactive community to guide a campaign. Updated 3 times a week this outlines a 12 week campaign

11 different tests, divided into four phases.

Phase 1: Strategic Foundation
Phase 2: Tactical Drivers
Phase 3: Emotional Drivers
Phase 4: Extended Analysis

Comment by katiechatfield

[…] Save a sheep’s day […]

Pingback by Get Shouty

Do you have access to the IAB Cross Media Study? They did very specific stuff with moving a percentage of a media spend online and tracked it according to offline metrics.

I don’t know if I have the full study but I know I have some quotes form it floating around.

Comment by Sean Howard

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