Fan-created Lay’s is on its way!
If you have missed the “Maak Je Smaak”-campaign (Do us a flavour) this year, you probably have not watched TV, read magazines, surfed online or talked to people. It was one of the biggest marketing campaigns of 2011. And it has become one of the best examples of conversation marketing and co-creation!
Yes, co-creation is a buzzword. But for “Maak je smaak”, PepsiCo and BBDO actually asked fans to submit their idea for a new Limited Edition flavour.
The creation of a new flavour
The search started on January 10th 2011, offering 25.000 € and 1% of the revenue of the winning taste. Of course, winning wasn’t easy. After a preliminary round, Lay’s and gourmet chefs Wout Bru and Lionel Rigolet decided on the two finalists, before the Belgian pubic could choose their winner.
The creation of the campaign
A strong presence on Facebook and Netlog, backed up with a TV-campaign and very visible POS-materials and a whole lot of attention from the national press turned the campaign into a huge succes.
The results?
Out of over 250.000 registered participations, Bicky Crisp and Indian Curry Style made it to the finals, with a strong in-store presence to invite the Belgian public to taste the new flavours and vote for their favourite online, through social media.
Bicky Crisp won, with about two-thirds of the 135.581 registered votes!
“This was a unique way to get to know the Belgian consumer, the preferred flavour of the nation and to work together”, stated Ingrid Mol, the head of R&D for Lay’s in Western Europe.
Engagement is rewarding
The latest issue of PUB magazine features an in-depth look into the Brand Engagement Index, a list of the strongest brands. For the second time around, ENGAGE BBDO, PUB and InSites Consulting were responsible for the research and survey about brand strength.
PUB talked to ENGAGE BBDO managing directors Stephan Smets and Daniel Schots about strong brands and creating a stronger bond with your brand’s fans, as well as about the Brand Engagement Index and the model to calculate it.
For this year’s Index, 2.008 respondents partook in an online survey for a total of 9.689 brand evaluations. They evaluated 102 different brands from 14 different markets to determine if and why a consumer would recommend the brand.
Among those reasons, positive personal experience (46%), product & services (41%) and price-quality (41%) scored the highest.
So, of course, a good product is still important in creating a strong brand.
But another key aspect to increase your brand’s strength, is engaging the consumer and actively involving him in your campaign, according to Stephan Smets.
“Do us A Flavor” by Lay’s, in which the consumer could suggest and vote for new flavors, exemplifies this. 39% of respondents felt strongly involved with the brand thanks to the campaign.
Key to determining the Brand Engagement Index is the model of the 4 I’s: Involvement, Influence, Intimacy and Interaction.
Brand Engagement, and indirectly the model of the 4 I’s, have an impact on the KPI’s such as likeability or loyalty,
Or, as Daniel Schots puts it: “More involvement results in a higher Brand Engagement Index, leading to commercial success”.
On the Brand Engagement Index, telecommunication, mobile phones and cars are the markets rated the highest.
Which makes sense, according to Schots: “It’s common sense that people feel more involved in choosing a new car than choosing orange juice. Although the Lay’s-campaign did prove even a commodity produce like crisps can score a very high BEI. Compared to last year’s 22 %, 66% or respondents is now prepared to recommend a brand of salty snacks.”
The most influential medium depends on the product, apparently. For example, in buying a new car, 67% of consumers are led by TV commercials. 75% of consumers looking for salty snacks, however, are influenced in stores.
Strangely enough, the role of social networks in brand engagement is still limited.
Stephan Smets: “Brands that are active in social media score a higher BEI. It’s a matter of finding the right touch points and create intimacy.”
In conclusion, it’s important to know that fans believe the brands are good for their self-confidence, but the brands also need their input. Not to say that it’s necessary to create a strong brand. But it’s one of the key reasons why investing in brand engagement is a smart move.
Contact Daniel Schots for more information on the Brand Engagement Index, or brand engagement in general. (Daniel.schots@engage.bbdo.be / T +32 2 4213023 | M +32 475 485389)
Engage BBDO supports the ACC – Lorem Ipsum Take-Over initiative
From now on, all ACC members are replacing their Lorem Ipsum dummy text in presentations with an ongoing reminder to advertisers and their clients. Advertisers and agencies can visit the ACC website for a number of Tips & Tools for actively steering and optimising their relationships.
More info about the ‘Lorem Ipsum Take-Over’ initiative
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On 25 May 2011, the Benelux Event Awards were presented at C-Mine Genk. ENGAGE BBDO was presented with a silver BEA Award for the Teleroute 25th anniversary campaign.
BBDO wint 5 awards op de BOA’s – BBDO gagne 5 awards aux BOA’s
Op woensdag 4 mei werden in Le Grand Salon te Beersel de Best of Activation Awards uitgereikt. Het Expert Center Brand Activation van de ACC ontving dit jaar 78 merkactiverende cases, waarvan er in totaal 28 werden genomineerd door drie jury’s: de jury van adverteerders, van creatieven en van de pers.
Le mercredi 4 mai a vu l’attribution des Best of Activation Awards au Grand Salon de Beersel. L’Expert Center Brand Activation de l’ACC a reçu cette année 78 casestrois jurys : le jury des annonceurs, celui des créatifs et celui de la presse. d’activation, dont 28 ont été distingués par trois jurys : le jury des annonceurs, celui des créatifs et celui de la presse.
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