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innocent smoothies
social	 media	 done	 well

                 re ally
Agenda
    a	 very	 innocent	 brand	 identity
    the	 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




  friendly                          down-to-earth

                        funny                        healthy
                                                    “5	 a	 day”


      natural
                                transparent
convenient      cute                                quirky
Print	 Ads


Their	 packaging	 (even	 has	 jokes!)




                                   Their	 logo




                 Even	 people’s	 bank	 statements
the core identity



unadulterated      lightheartedly
  goodness            agreeable
                natural
the environment
our audience



mom	 wants	 to	 make	 sure	 that	 her	 and	 
her	 children	 easily	 get	 all	 the	 important	    kids	 want	 something	 thats	 yummy	 and	 
vitamins	 &	 nutrients	 -	 she	 wants	 only	                          fun
 the	 best	 from	 a	 brand	 she	 can	 trust.
our competition
milk              cravendale
                country	 life	 milk
(& flavored)   Jersey	 &	 Guernsey
                                                          dairylea
                                                         yoplait	 kidz
                                        snacks         coco	 pops	 bars
soda    coca	 cola
          fanta
                                                         humdinger


                                                           tropicana	 go!
            britvic                   juices                 capri-sun
            volvic                    (& smoothies)   del	 monte	 fruit	 burst
water        tap                                             robinsons
our competition cont’d
                                      tvc’s
                          celebrity	 endorsements
                                       ooh
                              in-store	 sampling
milk                        online	 entertainment
(&   flavored)                healthy	 &	 amusing	 
                           image,	 young	 &	 other	                              tvc’s	 &	 pr
                                     target                                 on-pack	 character	 
                  sponsorships                                                merchandizing
                  movie	 tie-ins                                                   in-store
                      mobile                              snacks         celebrity	 endorsements
soda          social	 media	 (pepsi)
              online	 entertainment
                                                                        online	 kids	 entertainment
                                                                       healthy	 &	 amusing	 image,	 
              cool	 image,	 teens	 &	                                          young	 target
                   older	 target                                            promotions
                          tvc’s
                           ooh
                                                       juices                   tvc’s
                                                                                 ooh
                   on-pack	 promos                     (& smoothies)
water         ethical	 &	 natural	 image,	 
                                                                           healthy	 image,	 
                                                                           mother	 target
                      older	 target
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	 microsite
                innocent	 foundation
content
      •	 marketing	 support
      •	 product	 support
      •	 customer	 support                                               •	 marketing	 support
      •	 jokes,	 conversation
      •	 organizational	 transparency

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

      •	 marketing
      •	 product	 info
WWW   •	 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
the consumers are saying...

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




                                                                                                  they’re	 thankful
they	 participate	 by	 suggesting


                                                       “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

                      they	 even	 beg
i	 looked	 at	 20	 posts	 on	 facebook	 and	 i	 saw



                                         1	 negative




                                         17	 positive




* Twitter has a similar positive skew
the professionals are saying...



  “	  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

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

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

                    fun



customer	 support



                          transparency
blog	 support	 



            preempt	 issues




product	 support
                                                      engagement!

                              fun
                                             marketing	 support

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Innocent Smoothies Social Media Case

  • 2. Agenda a very innocent brand identity the 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
  • 3. a very innocent brand identity
  • 4. brand associations friendly down-to-earth funny healthy “5 a day” natural transparent convenient cute quirky
  • 5. Print Ads Their packaging (even has jokes!) Their logo Even people’s bank statements
  • 6. the core identity unadulterated lightheartedly goodness agreeable natural
  • 8. our audience mom wants to make sure that her and her children easily get all the important kids want something thats yummy and vitamins & nutrients - she wants only fun the best from a brand she can trust.
  • 9. our competition milk cravendale country life milk (& flavored) Jersey & Guernsey dairylea yoplait kidz snacks coco pops bars soda coca cola fanta humdinger tropicana go! britvic juices capri-sun volvic (& smoothies) del monte fruit burst water tap robinsons
  • 10. our competition cont’d tvc’s celebrity endorsements ooh in-store sampling milk online entertainment (& flavored) healthy & amusing image, young & other tvc’s & pr target on-pack character sponsorships merchandizing movie tie-ins in-store mobile snacks celebrity endorsements soda social media (pepsi) online entertainment online kids entertainment healthy & amusing image, cool image, teens & young target older target promotions tvc’s ooh juices tvc’s ooh on-pack promos (& smoothies) water ethical & natural image, healthy image, mother target older target
  • 11. why use social media?
  • 12. 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
  • 13. the innocent social media landscape
  • 14. the channel roadmap WWW kids microsite innocent foundation
  • 15. content • marketing support • product support • customer support • marketing support • jokes, conversation • organizational transparency • marketing support • product support • marketing support • customer support • conversation, jokes • preempt problems • marketing • product info WWW • 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
  • 16. the consumers are saying... “I was borderline ecstatic... sold several Innocent flavours” they love *http://piaks.blogspot.com they’re thankful they participate by suggesting “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 they even beg
  • 17. i looked at 20 posts on facebook and i saw 1 negative 17 positive * Twitter has a similar positive skew
  • 18. the professionals are saying... “ 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 “Twitter activity is successful at extending the consumer conversation and resolving consumer queries” *http://wave.wavemetrix.com/ “Smoothie operators: innovation and timing are key to Innocent success...incredibly innovative from the very beginning.” *http:// www.innovatrs.com * negative posts on Coca Cola deal where ethos is questioned
  • 19. - 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
  • 20. 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)
  • 21. Thank you! did you enjoy?
  • 23. product support fun customer support transparency
  • 24. blog support preempt issues product support engagement! fun marketing support