driving digital dairy - cmo conference€¦ · driving digital dairy robin barraclough, cmo emmi...

Driving Digital Dairy

Robin Barraclough, CMOEmmi Management AG

Rüschlikon, 25.09.2015

Introducing Emmi

(Digital) challenges & opportunities

Digital Marketing @ Emmi

The future that is to come, maybe

Key production sites outside Switzerland

2015 09 25 - CMO Conference Page 4

USA: PlattevilleEmmi Roth USA

USA: MonroeEmmi Roth USA

Austria: Nüziders

Chile: PitrufquénSurlat Industrial (Kaiku)

Chile: LoncocheChilesur (Kaiku)

Spain: PamplonaLàcteos de Navarra

Tunisia: MahdiaCentrale Laitière

Italy: PeroRachelli

USA: ArcataCypress Grove Chèvre

Mexiko:Mexideli 2000

Italy: Gattico

Italy: Rancio ValcuviaA-27

Netherlands: BergenAVH dairy trade B.V

Ger: Münchehofe, Dechow,Gläserne Molkerei

France: AvignonEmmi Ambrosi

Switzerland and Beyond

Emerging markets, emerging communication, established digitalisation

2015 09 25 - CMO Conference Seite 5

Our BIG challenges


Globalisation

Price pressure Technological change

Digital changeFood trends

changing Retail

Digital impact on Emmi


Suppliers

Consumers

RetailVALU

ECH

AIN

WholesaleManufacturing Distribution

Media

Value Chain

Consumer

New World shopping

New shopping experiences Store guidance

PersonalisationSmarter Shopping


Dynamic Dairy??


Natural

Tangible Products

Engineered

Service

Introducing Emmi




Digital – a challenge and a blessing!


Challenge» Niche communication» 1-to-1 Communication» Power to the community

direct communication & closer tiesto our target audience

Digital - more, more, more…


or

Moretouchpoints

Morechannels More

HEADACHE!?

More profit???

More sales???More data

Frufoo – the «Kinderüberraschung» in dairy until 2000

An example of a digital headache in 2012


The power of the «We want Fruffoo back Petition» caught us by surprise


23’322 Fans on Facebook signed up for the petition

Our challenge:

Ø No product

Ø No factory

Ø No business case

Ø No chance!

«I want Frufoo back» Facebook Petition

Seite 17

Frufoo Fans:§ Was 5-8 years old in 1994/5

> 25-30 year now§ UK and GER

2015 09 25 - CMO Conference

Emmi Caffè Latte our success story


Our Consumers

20

Lisa MarcYoung, educated,

socially active,keeps fit and

enjoys good food.Always connected,

enjoys work butprefers spendingtime with friends.


Basis Online: Deutschsprachige Gesamtbevölkerung 14 Jahre und älter; Online-Nutzung Mo-Fr 2 Stunden oder länger indiziert an E14+;Basis TV: Bevölkerung 14+ Fernsehp.(D+EU), personengewichtet, zeitversetzte Nutzung: produktbezogen, 01.01.2013-31.12.2013: Ø Sehdauer TV indiziert an E14+Quellen: Online: Best for Planning 2014-I; TV: AGF/GfK; TV Scope / plan.net Insights

TV, still the most efficient channel – but no longer enough

183 178

128117

91

39

19

39

63

83

98111

135129

0

50

100

150

200

14-19 years20-29 years30-39 years40-49 years50-59 years60-69 years 70+ years

Online

TV

Usage of Internet and TV by AgegroupIndex (100=adult 14 y.o. and above)


Facebook provides 100% reach…

No. of Lisas &Marcs in

Switzerland

ca.1’050’000http://www.bfs.admin.ch/

(Switzerland, males+females, 19-29 years)

No. of Lisas &Marcs onFacebook

ca.1’000’000Facebook Ad Planner

(Switzerland, males+females, 19-29 years)A perfect fit


360°

Emmi Caffè Latte 360° marketing activation


Emmi Caffè Latte – Online Tools

Video Ads (TVC + Tag-On) Online Ad Banner

Instagram

Facebook

Twitter

Social Media

E-Mail Campaigns

Homepage Teaser

Daily / Weekly ReminderNewsletter


Influencer (Instagram UK & GER)

26

Online Video(Pre-Rolls)

1’069’535Impressions of

1’032’368 planned

YouTube245’934 views CH

42’771Clicks

6’933’922Impressions

127’426Clicks

11’191’957Impressions Facebook

576,049Impressions Twitter

Displays & Mobile

Facebook &Twitter

Emmi CL FreshkicksSwiss Results

Total Likes

Total CommentsTotal Interactions

Blogger

Great for reaching out, too much hard work for interactive communication?

27

Facebook Fans: 181’742

Twitter Follower: 17’491

Instagram Subscriber: 5’579

YouTube: 435 subscribers

Freshkicks: + 17’463 Fans on Facebook

Freshkicks + 1’054 Followers on Twitter

+ 1’671 Followers on Instagram

+ 65 on YouTube


100 days of freshkicks


Daily Prize:iPhone 6

• Make a #freshkick• Take & upload picture• Take part in the raffle

265 k images23 k participants 50% 2+

Introducing Emmi




Global alignment oncommunication strategy

One unified face to consumers,customers globally

Significant gains in efficiency(one agency, one copy, one hub,local SOME support)

Reaching markets without a localmarketing organisation

Digital transformation: simplifying our marketing reach

AMERICAS

BENELUX

DACH

SCANDICS

UK

…

ASIA


http://www.marketingverband.de/fileadmin/der_dmv/studien/DMV-Studie_Marketingorganisation_der_Zukunft.pdf

Abundance of dataNeed for analytics, continuous evaluation/learning

Speed!shorter product and technology lifecycles: immediateknowledge, service here and now

AutomisationNew processes, new applications

OrganisationHow to design your marketing team for the future

Individually tailored, communicationwith specific topics

More insights ,more potentialdifferentiation, more personalisedservices and messaging – more work?

Real-time communication

Intelligent software, the internet ofthings, intelligent systems

Digital agencies vs digital departmentsvs digital brand managers?

Digital challenges for the marketing organisation of today

Channel explosionold mass media under pressure to adapt from acomplex array of social media


Introducing Emmi




How appealing is the future? «The battle for space on your body»

Navigation

Environment

Data Networking

Location

TargetedMarketing

SocialConnection

Smart Access

Digital clothing

MovementSensing

Health

Sleep Monitor

Activity Tracker

Seite 342015 09 25 - CMO Conference

Time for FondueIndicator

Emmi Caffe Latte trigger

§ Image: Drone film (Heinz Hodel)

Digital Dairy – what can it do for us?

Change our Milk dramatically? ??????



Build Brand Awareness? YES, IT CAN!



» Image: Film of Supergeil Edeka (Mackat)

Reach New Targets? YES, POSSIBLY…



Reach New Targets? YES, POSSIBLY…



Build Brand Loyalty? No doubt, but..



TRIGGER IMPULSE? PROBABLY….


Support NPD? NO DOUBT!


ENSURE AVAILABILITY? WHO KNOWS?

2015 09 25 - CMO Conference Page 44

Thank you for your attention!

driving digital dairy - cmo conference€¦ · driving digital dairy robin barraclough, cmo emmi...

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