fmcg compendium

Checkout: From Coca-Cola to Cacharel

How the FMCG sector is stocking up on the online opportunity

introduCtion 4

why online? 6

key FmCg audienCes 8

Case studies 1 12 — Building brands

Case studies 2 17 — exploring new frontiers

Case studies 3 23 — the art of conversation

Case studies 4 31 — online advertising driving offline sales

ConClusion 35

Customer reFerenCe matrix 36

Contents

For more information visit: http://advertising.microsoft.com/europe

Checking email, signing into instant messenger, and browsing through our favourite shops—all of these activities give us a sense of familiarity. But the internet also generates a high proportion of spontaneous activities, hence the term “surfing the net.” In this state, we are open to distractions that lead us away from familiarity to anticipation, surprise, and delight. There are fantastic opportunities for advertisers within either context.

Even as we face a challenging economic outlook, the growth rate of online ad spend worldwide will continue to be higher than other media. The precise measurability of online advertising drives accountability in marketing spend, while delivering true engagement between brands and consumers.

Go back in time to the beginnings of modern advertising and you’ll find a fast moving consumer goods (FMCG) product—Pears Soap—cited since the 19th century as an advertising success story. The stories in this booklet reveal how FMCG organisations are still at the centre of innovative advertising today.

While FMCG organisations understand and use the online medium as part of the marketing mix, to embrace it further, clear links between online activity and in-store behaviour— see, for example, the Kellogg’s and McDonald’s case studies—must be shown.

Online advertising offers a cost-efficient form of marketing, a form that supports customer relationship management initiatives and drives direct consumer interaction. The case studies in this compendium provide great examples of how FMCG organisations continue to innovate to attain direct consumer-to-brand interaction.

We live in an ever more connected world where “going online” is no longer viewed as a distinct activity. Online activities reflect and support our needs and motivations, and hence they’ve become integrated into our daily routines.

Introduction

For more information visit: http://advertising.microsoft.com/europe�

Tim Lumb

senior research analyst emea, microsoft advertising

For more information visit: http://advertising.microsoft.com/europe �

100

80

60

40

20

01900 1920 1940 1960 1980 2000 2020

© World Association of Newspapers 2007—2008Source: Carat

Average hours per week

Uptake of digital media

• 2020: 80% of all media digital• 2010: 66% of all media digital• 2007: 50% of all media digital

Games

Wireless

Outdoor

Cinema

Digital radio

Analogue radio

Digital TV

Analogue TV

Internet

PrintYear

100

80

60

40

20

01900 1920 1940 1960 1980 2000 2020

© World Association of Newspapers 2007—2008Source: Carat

Average hours per week

Uptake of digital media

• 2020: 80% of all media digital• 2010: 66% of all media digital• 2007: 50% of all media digital

Games

Wireless

Outdoor

Cinema

Digital radio

Analogue radio

Digital TV

Analogue TV

Internet

PrintYear


How much time is spent online?An ever-increasing amount of time is being spent online. In Europe, time spent online has been growing year on year to a current average of 12 hours per week per person.*

The internet is the second most used form of media—behind radio during the day and TV in the evening and at night. As connection speeds and wireless networking become more commonplace, the PC is moving out of the bedroom and home office, and into the living areas of the household, further increasing access and usage times. Relevant to the FMCG sector, family groups are particularly engaged with the online medium. Around 73 percent of people living with children are logging on to the internet each week, compared with only 52 percent of those without children.** Furthermore, internet use is close to reaching saturation point among the key 16 to 24-year-old market, with nine out of 10 using it each week across Europe.*

* EIAA Mediascope 2008, **EIAA Family Affair 2008,

What are consumers doing online? While traditional media offers a predominantly “push” experience centred around two functions—information and entertainment—communication is the “glue” of the online experience, enabling a dialogue with consumers—in contrast with the monologue of traditional media. Thirty-eight percent of online activities involve communication+.

Communication—be it instant messenger, email, social networks, or voice over IP (VoIP)—seen within the wider consumer–advertiser context, presents interesting opportunities for advertisers. For example, advertising around conversations as well as content, identifying appropriate spaces for advertisers in the connected environment, and, ultimately, acknowledging when to “push” out the marketing message and when to “pull.”

+Microsoft Advertising research: Context Matters 2007

Why online?


Mums

While FMCG covers a wide variety of audiences, perhaps the backbone audience is mums. Through their management of the family and home they are responsible for a broad range of FMCG purchases.

In the UK, 90 percent of mums use the internet every day for personal reasons—it’s part of the daily routine, but also an escape for some much needed “me time” spent catching up on TV, browsing, shopping, and keeping in touch with friends and family.

Recent Microsoft® Advertising research conducted in both the UK and France illustrated that the web helps mums in four key areas: keeping in touch, family organisation, personal fulfilment, and entertainment. Advertisers can use these findings to target specific digital solutions at mums, based on the different mindsets they adopt when engaged in these activities.

Whether she works full time, stays at home, cares for a first child, or organises a growing family, a mum is consistently the family’s key decision maker when it comes to FMCG choices. A decision maker who increasingly turns to the internet for help.

Time-constrained mums use email as their primary tool for keeping in touch, be it with partners and kids, close friends, or more distant family and friends. In the UK, 95 percent of those surveyed used email, compared with 90 percent for landline calls, 88 percent for text messages, and 85 percent for mobile phone calls. Social networking, instant messenger, and VoIP calls have started to emerge as vital tools for maintaining an emotional bond with both nearby and more distant contacts through mums’ changing circumstances.

Faced with organising most aspects of family life, mums are increasingly dependent on the internet for information, advice, reassurance, idea generation, and transactions. Convenience, freedom from dragging reluctant children around shops—as

Key FMCG audiences


well as time and money savings—all played a key role in the popularity of online purchases made by 78 percent of mums. Money was managed online by 68 percent, while 94 percent turned to the web for information, ranging from advice on health and nutrition to planning days out and children’s entertainment. Marketing solutions and branded advice often played a key role in delivering this information.

Personal fulfilment was seen as a rare pleasure by many mums, and was valued all the more intensely as a result. Pursuing hobbies online, keeping up to date on news and gossip, indulgent “me-time,” shopping, social networking, and blogging all played a key role.

The web’s role in entertainment increased noticeably for the younger mums, particularly viewing video clips and online TV, the popularity of which could grow given mums’ appreciation of the practical benefits of services such as Sky+. Casual online games, often played with children, were the most popular form

of web entertainment, undertaken by 47 percent of all mums. Downloading music was also popular among all mums.

At the same time as revealing the role of the web in mums’ lives, the research in the UK stressed the central role that mums take in key household decisions, from organising finances to social events and holidays. Despite mums being diverse and time-poor, they are increasingly influential. The good news for online marketers is that when mums are online they’re in a mindset that suggests they’re open to advertising messages, especially when online at home. Fifty-nine percent of mums say they are entertained when online, and 58 percent say they are relaxed. Only 10 percent of mums say they feel rushed when online.

For more information visit: http://advertising.microsoft.com/europe10

16 to 24-year-old men and womenFMCG organisations can tap into another key audience—16 to 24-year-old men, particularly those with an interest in health and in male grooming.

This audience is 45 percent more likely to be online than the average European and over a third of their media time is spent online—well above the average of one quarter. They also watch less TV than the average European, read less print newspapers, and listen to less radio.*

When online, they are highly engaged by community and collaborative web activities—for example, blogs, wikis, reviews, and social networks. In fact, young men are more than twice as likely as the average European to create content, post comments, and read comments.*

And it’s not just the men. For young women, the internet is a source of trusted and reliable opinion. Around 56 percent read online consumer reviews, and 36 percent visit the manufacturer website before making a product purchase.* With strong social media products such as Windows Live™ Messenger and Windows Live Hotmail®, Microsoft® Advertising reaches 64 percent of 12 to 24-year-old women online.**

*Forrester consumer technographics (European) 2007, **ComScore July 2008 European aggregate

For more information visit: http://advertising.microsoft.com/europe 11

12

one of the key strengths of online advertising is its measurability, not just clickthroughs and page views, but in terms of traditional branding metrics such as awareness and association.

when looking at data aggregated from more than 700+ measured FmCg campaigns (see table), it is clear that online advertising delivers significant brand effects. the cost to deliver similar effects using traditional media highlights how online advertising offers considerable return on investment.

driving awareness and shaping brand perceptions is one of the key strengths of the online medium. microsoft® advertising reaches over two-thirds of all internet users worldwide—in excess of 640 million people+—and FmCg organisations are using mass reach to further fulfil their branding strategies. integrating the online approach to complement other media achieves effective and cost-efficient branding.

+ ComScore Mediametrix Q3/08 (quarterly average)

1Building brands

13

Online FMCG Average all Food Consumables Drinks Household Health/ Beauty Pet food Personal care campaign FMCG (%) (%) (%) (%) (%) Pharma (%) (%) (%) (%)

Aided brand 2.4 2.7 2.5 2.1 2.4 2.9 4.0 2.5 1.7awareness

Online ad 6.9 7.3 7.3 8.0 6.1 7.7 5.4 5.7 6.7awareness

Message 3.2 3.0 3.4 3.8 4.1 2.7 3.0 5.0 2.8association

Sponsorship 8.2 12.1 9.7 8.6 n/a n/a n/a n/a n/aassociation

Brand 1.7 1.7 1.7 1.8 2.2 1.4 2.3 1.0 1.8favourability

Purchase 1.8 1.9 1.9 1.9 1.8 1.7 1.7 1.7 1.6intent

Dynamic Logic market norms, 717 campaigns, last 3 years

Explanation: Down the side: Brand Metrics, Across the Top: campaigns by product type, Figures: the average percentage point change resulting from exposure to online advertising campaigns. n/a: insufficient benchmarking data

For more information visit: http://advertising.microsoft.com/europe1�

No-one can teach Grolsch about brewing beer or iconic bottle design. But when it came to making a noise about its links with the Dutch music scene, the brand needed a promoter. The plan was to launch an online campaign that engaged the young audiences that flocked to Grolsch’s sponsored music events. It had to strike a real chord with music fans, capturing the same energy and buzz normally found stage side.

Client objectives Boost brand affinity and preference among 18 to 24-year-olds Strengthen the link between Grolsch and live music

Creative solutionMicrosoft® Advertising had both the skill sets and the advertising network to make the campaign a hit, building an innovative online music experience around the campaign line “Hook up with Grolsch Music.” Top of the bill was a Windows Live Messenger tab followed by a Grolsch music microsite within MSN Entertainment. Music fans listened to streams, viewed photographs and entered competitions to win tickets via the tab and the microsite.

●

●

Upcoming events were posted on a calendar and special offers on music-related items were regularly made available. Ad designers made sure the links between the brand and Grolsch-sponsored events such as “Sensation” and “Lowlands” were crystal clear.

Campaign resultsThe campaign took the Grolsch brand where it wanted to be—centre stage with live music events. Independent research by Ruigrok NetPanel showed that the activity scored highly among its target audience. Key metrics included:

29 percent of all 18 to 24-year-olds were reached by the campaign 17 percentage point increase in purchasing intent among those exposed to the campaign 17 percentage point increase in awareness of sponsored events “Sensation” and “Lowlands”10 percentage point increase in the number

of respondents describing Grolsch as “popular” and “cool”

16 percentage point increase in the “enjoyment” factor of Grolsch

●

●

●

●

●

requirement increase grolsch’s relevance among its target market and create a visible link between the brand and music

target audience 18 to 24-year-olds

products used windows live™ messenger and msn® entertainment

solution tab on windows live messenger and microsite on the msn entertainment channel

key results 17 percentage point increase in awareness of grolsch-sponsored music events and 17 percentage point rise in purchasing intent among sample group

media agency digilogue

client grolsch

industry Food and beverages

country/region the netherlands

Windows Live Messenger and MSN get Grolsch in the groove

“ The collaboration between Grolsch, Digilogue, and MSN was not only very professional, but it led to especially good results. In terms of effectiveness there was an above-average result, which has further strengthened the link between Grolsch and music.”tom wilms, Communication Channel manager, grolsch

For more information visit: http://advertising.microsoft.com/europe 1�1�

Tex Mex is an ideal party food—great for sharing. But for Mexican cuisine producer Santa Maria, when it comes to market competition, sharing is not on the menu. With the launch of its Red Fusion product range in Norway, it created a multimedia campaign to boost awareness. Vibrant online ads proved a winning ingredient in the “Tex Mex with a Twist” campaign, successfully appealing to 18 to 34-year-olds and driving sales across the country.

Client objectivesBoost sales of Santa Maria Red FusionEngage audience with the brandTarget consumers at peak buying timesMeasure effects of online advertising

Creative solutionSanta Maria teamed up with Microsoft®

Advertising, and media agency Vizeum to create a recipe for success. Animated banner ads under the tagline “Tex Mex with a Twist” ran for two months across hand-picked channels, including MSN and Windows Live Messenger, achieving 23 million impressions.

Tapping into consumer buying habits, Santa Maria targeted the ads on Thursdays to Saturdays, when sales of Tex Mex are at their highest. Viewers clicked through from the banners to see the full range of Red Fusion

●●●●

products, as well as online video from the TV ads.

During the campaign, MetrixLab conducted research with 687 respondents to analyse ad effectiveness.

Campaign resultsThe online ads gave people a real taste for the “Tex Mex with a Twist”, driving offline purchases. Results from MetrixLab reveal that the campaign significantly raised brand awareness among the target group of 18 to 34-year-olds in Norway. Of all viewers, 27,291 clicked through to the Red Fusion site. Top of mind awareness increased by 7 percent within the target group. Furthermore, 28 percent of exposed respondents said that Santa Maria used the slogan “Tex Mex with a Twist” when advertising. The campaign also:

Boosted purchase intent by 16 percentage points Increased spontaneous awareness by 11 percentage points Lifted aided awareness by 7 percentage points Positively shifted purchase consideration by 13 percentage points

●

●

●

●

requirement drive awareness and purchase intent for santa maria red Fusion products

target audience 18 to 34-year-olds in norway

products used msn® home Page, msn entertainment, windows live™ messenger, windows live hotmail®, windows live today

solution santa maria ran banner ads across selected channels of msn as well as windows live messenger

key results the campaign boosted purchase intent by 16 percentage points

media agency Vizeum

client santa maria


country/region norway

Santa Maria Tex Mex spices up the market with Microsoft

“ We chose Microsoft Advertising as our online partner because it offers the best reach and targeting opportunities. The campaign successfully raised brand awareness, intent to purchase and the image for the Red Fusion product range.”christian fure, strategic advisor digital media, Vizeum

1� For more information visit: http://advertising.microsoft.com/europe

Coca-Cola had a thirst for online advertising. The web has proved to be a recipe for success for leading global brands that want to engage with audiences worldwide. In Spain, Coca-Cola delivered a dynamic campaign called “Take the Street” that grabbed the attention of viewers. The campaign was a great opportunity to show how online advertising packs a punch when it comes to boosting brand metrics.

Client objectivesBoost brand awareness Increase message association and advertising recall

Creative solutionThe “Take the Street” campaign in Spain encouraged people to cool off during the scorching summer months by drinking a can of Coca-Cola outdoors. Campaign ads ran across the Microsoft® Advertising and an online competition offered iPods to the lucky winners. During the campaign, Microsoft Advertising and MetrixLab measured the effectiveness of the campaign by individual products, as well as the effects of combined services.

The results compared respondents who saw the campaign on one of Windows Live Messenger, Windows Live Hotmail, or Windows

●●

Live Spaces placements, with those exposed to combinations of all three.

Campaign resultsOverall, the study showed participants rated the campaign highly, with 52 percent of respondents saying they found the ads original, and 35 percent liking the creativity. The research also showed that the campaign:

Increased spontaneous recall by 2 percentage points Positively shifted top of mind by 2 percentage points Boosted message association by 5 percentage points

In the same results, MetrixLab highlighted the power of individual Windows Live products to boost key brand metrics.

Windows Live Spaces Lifted message association by 6 percentage points Raised advertising recall by 8 percentage points Positively shifted purchasing consideration by 2 percentage points

●

●

●

●

●

●

Windows Live Spaces and Windows Live Messenger combined

Lifted message association by 7 percentage points

Windows Live Messenger and Windows Live Hotmail achieved good performance levels for brand notoriety and purchase intention.

Windows Live Hotmail Increased top of mind by 4 percentage points Raised purchasing intention by 2 percentage points

Windows Live Messenger Increased top of mind by 2 percentage points

●

●

●

●

requirement measure the impact of microsoft® products for branding campaigns


products used windows live™ messenger, windows live hotmail®, windows live spaces

solution research methodology to study the effects of the “take the street” advertising campaign

key results online advertising is a fundamental part of Coca-Cola’s media planning and microsoft is key to boosting brand awareness

client Coca-Cola


country/region spain

Coca-Cola tastes success with Microsoft

“ This research has demonstrated the value that Windows Live brings to our advertising campaigns. Crucially, we can demonstrate that online advertising is a fundamental part of our media planning.”ana castro, Consumer Contact Planning manager, Coca-Cola spain

the campaigns in this section highlight how FmCg organisations are embracing emerging media platforms to innovate their digital strategies. Backed by independent research, campaigns including mobile and online video are enabling advertisers to communicate with audiences across multiple platforms, which is especially relevant to elusive youth segments.

2exploring new frontiers

1�


Nivea needed to boost the readership of its online magazine Fun Young and Independent (FYI). This innovative magazine targets teenage girls and advertises the company’s products. Nivea worked with ScreenTonic to distribute banners across MSN Mobile, driving young women to a microsite. Visitors added their email addresses to the FYI mailing list. The campaign achieved a conversion rate of 15 percent.

Client objectivesDevelop a dialogue with teenage women Maintain momentum for magazine website after launch Send regular site news updates to target audience

Creative solutionYoung girls today use a range of media to find information and stay in touch with friends. Advertisers use many channels to create a dialogue with this audience. With this in mind, global cosmetic company Nivea launched online magazine Fun, Young and Independent (FYI) to engage users with its Nivea Visage Young brand. Following the launch, the company needed to maintain the website’s momentum. It searched for the most effective channel for capturing users’ email addresses to add to the FYI mailing list.

●●

●

In December 2007, the company worked with ScreenTonic to distribute banner ads across MSN Mobile, the mobile internet site for the Microsoft® Advertising network. The banners enticed young female readers with the promise of “girly gossip, news and tips.”

The ads drove users to a specially designed microsite that echoed the design of the FYI website. Visitors filled out a single field to quickly add their email addresses to the magazine’s mailing list.

Campaign resultsThe campaign effectively reached its target audience, capturing essential data by making it quick and easy for users to enter their details. Analysis by Microsoft Advertising shows that:

119,000 page impressions were recorded during the month-long campaign The ads generated an average clickthrough rate of 0.55 percent.The conversion rate was 15 percent

●

●

●

requirement Capture user data for online magazine mailing list

target audience teenage women

products used mobile phone advertising on msn® mobile

solution mobile internet banners linking to a microsite

key results 119,000 page impressions recorded

media agency strange Corporation

client nivea

industry Consumer goods

country/region united kingdom

Cosmetic company captures user data with mobile phone campaign

The campaign effectively reached its target audience, capturing essential data by making it quick and easy for users to enter their details.

For more information visit: http://advertising.microsoft.com/europe 1�

Unilever wanted to increase awareness of its AXE Vice brand of deodorant for men. The strategy took a series of highly successful TV ads and extended the campaign online to increase awareness among 18 to 24-year-old men. The key was finding a reliable hosting platform for running the ads and a media owner that could deliver an integrated campaign to maximise traffic.

Client objectives Drive product awareness for AXE Vice deodorantTarget 18 to 24-year-old menReinforce existing brand messages onlineIncrease target reach and purchase intent

Creative solutionMicrosoft® Advertising provided Unilever with a fully integrated online campaign. It included banner ads on MSN.nl Home Page, Windows Live Hotmail, and Windows Live Messenger. The TV commercials ran concurrently on MSN Video. The campaign featured a Morgan Freeman impersonator who discovers AXE Vice, and sees how it turns respectable ladies into naughty girls. The campaign, which launched in January 2007, took advantage of the hundreds

●

●●●

of thousands of visitors to MSN Video every month, who each viewed the video an average of 2.5 times. To confirm the efficiency of the package, market research company MetrixLab measured the impact of the campaign on the overall audience, men in particular.

Campaign resultsThanks to Microsoft, the popularity of the existing TV ad surged significantly among the target audience. Overall product awareness increased, along with campaign message association and purchase intent. Viewers watched the video, on average, more than twice, and this pushed the overall rating to around 16 percentage points above the MetrixLab benchmark for favourability. Among the men who saw the campaign, strong results could be seen:

Purchase intent increased by 8 percentage pointsAd awareness increased by 16

percentage points Brand awareness increased by 7 percentage points Message association increased by 9 percentage points

●

●

●

●

requirement use an existing video commercial to boost brand awareness and intention to buy within target segment

target audience 18 to 24-year-old men

products used msn®.nl home Page, windows live™ hotmail®, msn Video, and windows live messenger

solution a selection of banner ads drove viewers to the “respectable to naughty” tV video

key results Brand awareness increased by 7 percentage points and purchase intent by 8 percentage points in the target market

client unilever



Unilever scents success with MSN Video

Because this style of advertising had delivered success in the past, the manufacturer wanted to extend the creative treatment into the online space and exploit the public’s enthusiasm for watching video online.


Mars wanted to confirm its position as an iconic brand and personalise Mars in consumers’ lives. The main objective was to confirm its core brand values: energising, enthusiasm, and feel-good, to a target audience of 16 to 34-year-olds. Its aim was to drive consumers to its funky Feel the Vibe website and encourage listeners to tune into the Mars Mood Synthesiser, a customisable online juke box.

Client objectivesEstablish Mars as an energising, enthusiastic,

“feel-good” brand among 16 to 34-year-olds

Reinforce the Feel the Vibe call to action

Prompt respondents to visit the www. feelthevibe.be website

Encourage listeners to use the Mars Mood Synthesiser

●

●

●

●

Creative solutionMars delivered a unique, innovative campaign using an energetic mixture of offline and online media. For online, Mars worked with Microsoft Advertising to create an iconic Feel the Vibe concept, and ran a showcase featuring a Feel the Vibe video, across MSN Entertainment, MSN Home Page, and MSN Video, for five weeks. Its hip, young audience was treated to a pre-roll video, plus a banner on Windows Live Hotmail and Windows Live Spaces—encouraging the audience to visit www.feelthevibe.be. After they landed on the site, visitors were invited to use the Mars Mood Synthesiser—a funky online juke box.

Campaign resultsFigures from MetrixLab throughout the fiveweek run showed that Mars’ innovative Feel the Vibe video reached a significant chunk of its target audience thanks to the power and reach of Microsoft Advertising.

The campaign reached 35 percent of the extended target group of Flemish speakers and 31 percent of the extended target group of French speakers. Aided awareness increased among all those exposed to the campaign—reflecting the strength of Mars online

●

The brand recognition score was 86 percent for French speakers and 91 percent for the Flemish speakers, surpassing the MetrixLab benchmark of 56 percent and proving the video drove high brand awareness

Overall, the online campaign has been evaluated as likeable, appropriate, and remarkable

Campaign effects show a successful increase of Feel the Vibe message take out. Approximately one third of the sample has indicated the campaign has evoked interest in the Mars Mood Synthesiser and in the Feel the Vibe website

●

●

●

requirement drive awareness of mars and personalise the brand in consumers’ lives

target audience 16 to 24-year-old consumers. extended: 16 to 34-year-old consumers

products used msn® entertainment, msn home Page, windows live™ hotmail®, windows live spaces, msn Video

solution a combination of online video and flash banners running across the microsoft® advertising network for five weeks

key results the video and banners outperformed the metrixlab benchmark of 56 percent by increasing brand recognition to 86 percent among exposed French-speaking consumers, and 91 percent among exposed Flemish-speaking, who identified with mars’ brand values—rating the campaign both likeable and remarkable

media agency space

client mars


country/region Belgium

Mars attracts hip young audience with feel-good campaign

For more information visit: http://advertising.microsoft.com/europe 21

Client objectivesEvaluate online video performance in terms of raising brand awareness and increasing purchase consideration among the target audience

Identify the campaign’s effectiveness at communicating the brand’s message through video

Compare the campaign’s performance on Microsoft Advertising to identify how different media placements influenced branding metrics

Creative solutionThe user-generated look and feel of the creative doubled the impact of the campaign—

●

●

●

combining the power of video with a style that appeals to today’s audiences. The vast majority of respondents, including those who fell outside the target market, found the video engaging and different from typical beer commercials.

Campaign resultsAwareness metrics The Heineken online video ad met the campaign objectives, generating increases in awareness metrics among both the overall and target audiences. The video creative successfully cut through the clutter of web commercials, lifting online ad awareness by an estimated 15 percentage points among audiences. The video communicated the idea of Heineken being a brand for young people, with results showing positive increases in this area among all respondents.

Awareness versus target The campaign resonated well with men ofall ages. Awareness of the Heineken brand increased among both male drinkers and non-drinkers. MSN Entertainment delivered influencing effects, with Windows Live Messenger having the greatest impact on the target audience.

Frequency analysis In terms of online ad awareness, the ads hit home with respondents on the first exposure. However, a higher frequency of exposure to the ads was more effective at changing perceptions about the Heineken brand. Media placement Among 18 to 34-year-old men, ads placedon Windows Live Hotmail successfullyshifted perceptions that Heineken “is for fun”by 21 percentage points and Heineken “isfor young people” by 20 percentage points.When it came to persuasion, it appears that the MSN Entertainment site was better placed to influence consumers. Among the target audience, advertising on Windows Live Messenger had the greatest effect on brand awareness.

requirement increase the perception of heineken as a young people’s brand


products used msn® home Page, msn entertainment, msn Video, windows live™ hotmail®, windows live messenger, windows live spaces

solution an online video that has the style of user-generated content

key results online ad awareness lifted by an estimated 15 percentage points among audiences. the campaign, whose ads struck a chord with viewers straightaway, resonated particularly with men. windows live hotmail successfully shifted perceptions that heineken “is for fun” by 21 percentage points and heineken “is for young people” by 20 percentage points

client heineken


country/region italy

Heineken drinks in success among young adults with video on Microsoft

In April 2008, Heineken ran a video campaign across the Microsoft® Advertising network in Italy. Emulating the look and feel of user generated content, the video aimed to raise brand awareness among a target audience of 18 to 34-year-olds. Research commissioned by Microsoft Advertising showed the campaign significantly increased awareness among the target market and other audiences across all channels. Overall, the campaign was successful at engaging viewers and conveying the perception of Heineken as a brand “for young people.”

“ The internet was the best placement for the creative idea demonstrated within the video”gianluca di tondo, director of marketing, heineken italy

22 For more information visit: http://advertising.microsoft.com/europe

Burger King wanted to test “advergaming” as a marketing medium, but was not keen to produce a typical “game-lite” product that could be distributed online. The aim was to design and create three games in nine months—an extremely tight timeline. The games, which were to be sold in restaurants nationwide, had to deliver an impressive game-playing experience.

Client objectivesIncrease brand and product awarenessCreate a buzz around the gamesDrive prospective purchasers to restaurantsIncrease company revenues

Creative solutionBurger King recruited a highly experienced team from Xbox, London-based Blitz Games, and ad agency Crispin Porter + Bogusky. Together, this team produced three games just as robust and engaging as full retail games worth US$60—but priced to sell at only US$3.99 each.

Normal production time for any new game can be up to a year, but the team put the games together—from design to programming to testing and beyond—in only nine months. The games incorporated a strong marketing message for Burger King’s brand and

●●●●

products, but had to deliver a first-rate gaming experience. “We wanted to make it so much fun that people didn’t even register that it was an advergame,” says Kevin Hathaway, Program Manager, Microsoft Xbox. The finished products featured terrific gameplay, rich scenarios and environments, enabling Burger King to engage with its target audience for hours at a time.

Campaign resultsBy using such a high-quality game, and by making it available for sale at a highly competitive price, Burger King saw results exceeding its highest expectations. Compared with a usual hit game selling one million units worldwide in a year, the Burger King games sold 3.2 million units in the United States alone—in just six weeks. The buzz it created included user-generated clips on YouTube and posts on many popular blog sites.

Sales of more than three million gamesQuarterly earnings spike due to game sales Ongoing engagement and messaging of target audienceAttraction of gamers to Burger King outlets

●●●

●

requirement engage games with the Burger king brand and products

target audience online gamers across the united states

products used xbox® console advergames

solution develop Burger king branded games to sell exclusively at the Burger king restaurants

key results multimillion unit sales, a direct increase in quarterly earnings, plus enhanced product awareness illustrated by extensive blogs and youtube posts

media agency equity marketing

client Burger king


country/region united states

Fast food gets rapid results with customised Xbox games

By using such a high-quality game, and by making it available for sale at a highly competitive price, Burger King saw results exceeding its highest expectations.

using great content and opening up a dialogue with consumers is becoming an increasingly important tactic for building and maintaining consumer relationships. Customised content, microsites, gaming, personalisation, communities, and blogs are just a few of the ways FmCg organisations are enabling deeper conversations with their key audiences.

3the art of conversation

23


MyAmor campaign finds loveamong casual gamers

Love is hard to find. To give people a helping hand, fashion brand Cacharel/L’Oréal created a limited edition of its famous Amor Amor perfume called MyAmor. The scent, which came in male and female versions, was aimed at young people looking for the perfect partner. Created to inspire romance, MyAmor needed a marketing campaign that captured all the fun and excitement of finding true love.

Client objectivesCreate a buzz around MyAmorEngage deeply with target audience Drive visitors to the new product’s website www.MyAmor.com

Creative solutionThe team at Cacharel/L’Oréal was looking for ways to market MyAmor, and they fell in love with a concept from Microsoft® Advertising. MyAmor Match was an online compatibility test that put casual gaming—this year’s hottest pastime—at the heart of the product’s online marketing.

Windows Live Messenger users invited each other to play the game. By answering a few simple questions on different topics, players found out if love was really in the air. Windows

●●●

Live Messenger was the perfect platform for generating lots of interaction with the game, offering a fun-loving, youthful audience that fitted perfectly with the brand’s target market.

Text links and banners tempted users to play MyAmor Match and find out if they were chatting with their true love. The beauty of the idea was that it integrated with people’s conversations so, instead of feeling intrusive, the campaign added value to the whole instant messaging experience.

Campaign resultsThe campaign really got the conversation going around MyAmor. The brand engaged with its target audience in a way that fitted beautifully with their interests and generated high volumes of traffic to the MyAmor website. Results show that:

More than 60,000 Windows Live Messenger users played MyAmor Match More than 500,000 users clicked through to MyAmor.com The banner and text ads generated more than 40 million impressions

●

●

●

requirement engage deeply with the target audience and drive traffic to the myamor website


products used windows live™ messenger

solution myamor match—an online matchmaking game where players found out if they were perfect partners or just good friends

key results more than 60,000 windows live messenger users played the compatibility game and over 500,000 clicked through to myamor.com

client Cacharel/l’oréal


country/region France

The campaign created for the launch of the MyAmor platform and MyAmor limited edition generated the best results ever for Cacharel. The strong advantage of the Microsoft Advertising solution is to allow the two gamers who are looking for love to play in real time, bringing real excitement to the game. Banners and text links sustained the game and circled MSN users.


Johnson & Johnson Consumer B.V. (JJCBV) wanted to boost awareness of its o.b. tampon brand among young women in the Netherlands. Because the vast majority of Dutch women aged between 14 and 18 years use Windows Live Messenger, the company worked with Microsoft®

Advertising to create a Personal Expression, a collection of interactive content used in the application. The hugely successful campaign increased brand usage by 6 percent among the target audience.

Client objectivesRaise brand awarenessReinforce link between the brand and

professional beach volleyballBoost awareness of brand website

Creative solutionWith young women spending more time using instant messaging services and browsing the internet, advertisers find it harder to reach this target market using traditional offline channels such as TV. JJCBV worked with Microsoft Advertising to produce a Personal Expression for Windows Live Messenger, to raise awareness of its o.b. tampon brand.

Users downloaded beach volleyball themed winks, emoticons, backgrounds, and display

●●

●

pictures. The content was designed to raise awareness of the links between the o.b. brand and the sport.

Many of those who downloaded the branded content used it on a daily basis while chatting with friends and family. This level of engagement was vital in driving traffic to the redesigned o.b. website, www.mijnob.nl, which includes more interactive features and games. By promoting o.b. in a fun way that appealed to technologically literate young women, the company attracted visitors who were likely to use the new features and spend more time interacting with the brand.

Campaign resultsThe campaign was extremely successful in raising awareness of o.b. and improving perceptions about the brand:

Brand usage increased by 6 percentage points among the target audienceAwareness of beach volleyball brand

sponsorship rose by 15 percentage pointsAwareness of brand website went up by

10 percentage pointsMore than 160,000 downloads were recorded

●

●

●

●

Of the girls who use a different brand of tampon, 77 percent said they were very likely to use o.b. tampons in the future

●

requirement increase awareness of o.b. and its sponsorship links with professional female beach volleyball players

target audience 14 and 18-year-old dutch women

products used windows live™ messenger

solution Personal expression—downloadable content collection for windows live messenger, consisting of beach volleyball themed emoticons, winks, backgrounds and display pictures

key results use of o.b. increased 6 percentage points among the target audience, and awareness of o.b. beach volleyball sponsorship went up by 15 percentage points

media agency digilogue

client Johnson & Johnson Consumer B.V.



Healthcare giant boosts brandusage with Personal Expression

“ Together with Microsoft, we developed a magnificent campaign that produced fantastic results among our target audience. Windows Live Messenger adds a huge amount of value to online campaigns. It’s a unique brand-building tool.”monique kouwenhoven, Product group manager, Johnson & Johnson Consumer B.V.


Kleenex created a new brand story called Let It Out, which focused on breaking free from inhibitions and letting out tears, laughter, joy, frustration, and all the other things we hold back. The objective was to create an emotional connection between consumers and Kleenex and a key part of this was to encourage participation in “letting it out.”

Client objectivesPromote new brand story Let It Out Encourage participation in the Let It Out campaignBuild brand equity

Creative solutionOnly Microsoft® Advertising could deliver a truly innovative and custom-made campaign, according to Rebecca Hirst, Brand Manager at Kleenex. Microsoft wanted to take advantage of the popularity of social media so it put a Let It Out space at the heart of the campaign.

Blogging gave consumers a way to participate by sharing their emotions on the Let It Out space. Visitors could leave photos or videos for others to view while voting for their favourite entries. As part of the solution, Microsoft provided well-targeted media placements to drive people to the space. These included the

●●

●

MSN Home Page, Windows Live Hotmail, and Windows Live Messenger.

Campaign resultsKleenex Let It Out was widely publicised with help from Microsoft. During the campaign, the network delivered nearly 85,000 clickthroughs to the space. Meanwhile, people created 54 Windows Live Spaces around Let It Out. More than 50 percent of respondents thought the space gave a positive impression of the brand and 38 percent thought it contained interesting and relevant content. Respondents added that the space was easy to use and a good way of advertising Kleenex.

Analysis showed a positive shift in brand perception. There was a 12 percentage point increase for “It is good at helping people express emotions” and a 17 percentage point increase for “Has advertising that makes you smile.”

Message association increased 44 percentage points Brand favourability rose 14 percentage points Purchase intent increased 10 percentage points

●

●

●

requirement deliver deep engagement with new brand story

target audience housewives with kids

products used msn® home Page, windows live™ spaces, windows live hotmail®, windows live messenger

solution let it out space displays people’s messages, photos, and videos of emotional moments using windows live spaces

key results 12 percentage point uplift for “it is good at helping people express emotions.” Purchase intent increased by 10 percentage points

media agency mindshare interaction uk

client kleenex



Kleenex works with Microsoft to delivernew brand story using social media

“ The space had a major impact on the various brand metrics tested, significantly increasing all awareness and persuasion metrics.”rebecca hirst, Brand manager, kleenex


Nestlé Purina PetCare — the pet food division of Nestlé — is a leader in pet nutrition. When the company wanted to generate awareness and increase perceptions of its Purina ONE brand as a high-quality pet food, it turned to Microsoft® Advertising for help. Purina chose to create an online pet guide with Microsoft because it offered a custom-built solution and reach through the MSN and Windows Live network.

Client objectives Generate brand awareness and increase the perception that Purina ONE is a high-quality pet food Recruit long-term Purina ONE buyers through a one-month trial challenge Drive Purina ONE brand association with health and nutrition

Creative solutionTo highlight the nutritional benefits of Purina ONE and reinforce the brand as a premium pet food, Purina wanted consumers to keep a diary of their pet’s progress on a Purina ONE diet. The company identified women over 35 years of age as its target audience and recognised that the Windows Live network and MSN Lifestyle channel presented the best way to reach this

●

●

●

demographic. Windows Live offered Purina a monthly audience of 21 million while MSN gave it access to 1.2 million pet owners.

In addition to creating the microsite, Microsoft worked with Purina to create content focused on health and nutrition, such as “Ask the expert,” “Pet guides,” and “Hot topics”. Editorial links and banner ads on the MSN Lifestyle channel drove its health and style-conscious female audience to a tailored microsite, while banner ads in Windows Live Hotmail and Windows Live Messenger targeted the same audience. Once on the site, visitors engaged interactively and could use Windows Live Spaces to keep and view diaries of pets’ progress on the one-month challenge.

Campaign resultsThe campaign exceeded Purina’s expectations, generating 14,995 clickthroughs to the Purina ONE microsite. Agreement with the statements “Is a premium quality brand of pet food” and “Makes a visible difference to the condition of my pet in just 30 days” increased by 7 percentage points. Key branding metrics* were at or above-average for the pet food market, with purchase intent ranked as “excellent”:

Brand awareness increased by 6.7 percentage points Online ad awareness increased by 7.1 percentage points Message association increased by 8.9 percentage points Purchase intent increased by 6 percentage points, which greatly exceeds the pet food market average

●

●

●

●

requirement raise awareness of Purina one as a healthy, premium pet food

target audience women over 35 years of age

products used msn®, windows live™ hotmail® & windows live messenger

solution microsoft built a microsite for Purina and drove traffic to it via banners on the windows live network and msn lifestyle channel

key results Brand awareness and message association exceeded the pet food market average, with purchase intent rated as “excellent”

media agency mindshare interactive uk

client Purina



Pets taste healthy lifestyle through Purina microsite

“ We had access to the right audience through the MSN Lifestyle channel, with the added bonus that these consumers trust MSN content.”natacha mauvoisin, Brand manager, Purina one, nestlé Purina

* So

urce

: Dyn

amic

Logi

c Ad

vert

ising

Effe

ctiv

enes

s Re

port


The Coca-Cola Happiness Factory spot was one of the highest rated TV campaigns in the history of the brand. In conjunction with the campaign, Coca-Cola Italy created a Happiness Factory 2 film, which convinced viewers that this was a real cinema feature. Intrigued by the campaign, thousands of consumers visited the community site where they applied for imaginary jobs in the factory.

Client objectivesBuild brand awareness for the “Happiness Factory 2” film and the “Now Hiring” campaign conceptCreate user engagement with online breakthrough promos

Creative solutionFilm launch Coca-Cola Italy created a promotional video for Happiness Factory 2 that led viewers to believe it was a real animated movie showing in Italian cinemas. In fact, the movie was broadcast on the

●

●

Coca-Cola official site and on MSN. Several MSN editorial channels were used to maximise viewer interest in the movie:

The Coca-Cola film integrated with the MSN Video Cinema section as pure editorial content Two-week film promotion on co-branded microsite—traffic driven by editorial spotlights MSN Home Page Takeover on launch day

Now HiringHaving created a buzz for the Coca-Cola movie, the campaign team built a special community site where users could apply for a job in the ‘factory’ and be part of this exciting world as if it were a real workplace. Activities included:

Personality test to discover your ideal job title in the factory: Kissy Puppy, Mortar Man, Chinoink, or CapperSubscription to the Live Search Maps™ page where visitors could download an exclusive Windows Live™ gadget kit:The Windows Live™ Messenger Emoticon PackThe Messenger dynamic display pictures of the four characters/job roles

●

●

●

●

●

The Windows Live Spaces ThemeThe Personal Expression Limited EditionThe Digital Block Notes—a unique gadget for Windows Vista and Windows Live Spaces

Campaign resultsAdvertising results:

61.5 million total delivered impressions300,000 clickthroughsA record 16.5 percent clickthrough rate

Film launch phase (Two-week duration):Microsite: 26,000 page views13,500 video streams

Now Hiring phase (One-week duration):Microsite: 730,000 page views—141,000 visits More than 21,100 pushpins posted on the Microsoft Virtual Earth™ map More than 30,000 started testsMore than 59,000 Windows Live gadgets downloaded from the micrositeMore than 550,000 Personal Expression downloads in 10 days

●●●

●●

●●

●●

●

requirement Build brand awareness for the “happiness Factory 2” film and the now hiring campaign concept. Create engagement between the audience and the campaign


products used msn® home Page, msn entertainment, msn Video, live search maps™, windows live™ messenger, windows live spaces, windows Vista®

solution a video film promoting happiness Factory 2 and a community site where visitors could apply for jobs in the ‘factory’

key results the happiness Factory 2 “working” virtual community project took advantage of the rich functionality of msn and windows live. the project engaged the target audience and let people play in the happiness Factory 2 using community tools and windows live gadgets

media agency starcom digital, italy

client Coca-Cola


country/region italy

Coca-Cola manufactures success in the Happiness Factory

“The special project for Happiness Factory 2 on MSN is a great example of understanding the client’s needs and translating them into an excellent media and creative execution. Furthermore, we obtained extraordinary results in all areas including visibility, participation, and engagement. On the whole, this is one of the best cases of online activation for Coca-Cola and Starcom Digital.”roberto carnazza, head of starcom digital, italy


Beer and pool. It’s a winning combination. That’s why Guinness sponsored the Guinness 9-Ball Tour. And the best way to rack up excitement about it was to get people playing pool. But how do you reach an audience of thousands, fast? No need for hustling here—it’s online all the way. So Guinness created a realistic, web-based pool game, to sort the rookies from the sharks.

Client objectivesPromote the Guinness 9-Ball Tour Encourage people to join the Guinness clubDeliver compelling online experience

Creative solutionThere’s no better way to engage young people than to get them gaming. And Guinness knew where to find its players. In 2007, together with media agency neo@Ogilvy Singapore and creative agency OgilvyOne Malaysia, it turned Windows Live Messenger into a pool hall. Users challenged each other to realistic games of 9-ball over virtual tables in the Guinness Pool Challenge.

A microsite supported the launch of the game, promoting the Guinness 9-Ball Tour and showering the best online players in glory, with a high-score hall of fame. But smooth cue skills

●●●

could win you more than kudos—Guinness offered US$2,500 prize money and a pair of tickets to the Guinness 9-Ball Tour grand finals to the player with the highest score.

The trickshot? Players posting their scores for the first time entered their names to join the Guinness club, giving the brand vital information on its target customers.

Campaign resultsThe Windows Live Messenger campaign significantly boosted awareness of the Guinness 9-Ball Tour, and the brand pocketed thousands of new club members. Key results included:

220,984 unique game plays More than 15,000 new membership registrations 99,000 clickthroughs to the online game 78 percent of players spent more than three minutes playing the game

●●

●●

requirement Boost awareness of the guinness 9-Ball tour pool championship and encourage people to join the guinness club


products used windows livetm messenger

solution in-browser virtual pool game on windows live messenger

key results more than 220,000 unique game plays and 15,000 membership registrations

media agency neo@ogilvy singapore

client guinness


country/region asia Pacific

Guinness chalks up a win with Windows Live Messenger game

“ The Windows Live Messenger game was the perfect medium to reach the new generation of internet-savvy social drinkers, who have so many activities competing for their attention online.”tien cheong wong, regional marketing manager, guinness

the key to unlocking greater investment from FmCg organisations depends on proving that online advertising directly drives in-store behaviour. the following case studies use independent research to close the gap between online advertising and offline sales.

4online advertising driving offline sales

31


McDonald’s Denmark—a division of the world’s largest fast food chain—wanted to measure the impact of its Coinoffer campaign across various channels. The company worked with media agency OMD and Microsoft® Advertising to analyse sales and marketing data for Coinoffer products. The results gave McDonald’s valuable insight into the effectiveness of the media used and helped the company refine subsequent phases of the campaign.

McDonald’s Tastes Online Advertising Success

client mcdonald’s


country/region denmark

products used msn® home Page, windows live™ hotmail®, windows live messenger

key results online advertising was the most effective medium for driving offline Coinoffer sales.

Client objectivesAssess the effectiveness of the Coinoffer multimedia ad campaignObtain metrics to inform and improve the overall efficiency of future campaigns and increase turnover

Creative solutionOMD used econometric modelling to identify factors that influenced sales of the Coinoffer range. It related this data to the type of media employed—TV, print, radio, outdoor, or online. The model assessed variables, including price, product innovations, distribution, seasonality, and the advertising strategy adopted over the course of the 2.5-year campaign.

●

●

An initial phase of online marketing for the Coinoffer campaign ran from November 2005 to January 2006 on MSN Home Page, Windows Live Hotmail, and Windows Live Messenger. The findings from this phase helped shape the online media buying of the second phase, which ran from July to October 2006. The econometric model revealed from phase one that “after college/work” was the most effective time to influence online sales and that 18 to 24-year-olds were a core buying segment. Microsoft and OMD then optimised the media plan in phase two, using demographic and day-part targeting.

Campaign resultsThe modifications in phase two of the campaign made a tremendous difference to the value of the Microsoft Advertising. Return on investment from using Microsoft Advertising increased by a further 72 percent.

The econometric model indicated that:• Microsoft Advertising was the most effective

medium for driving offline Coinoffer sales.• By phase two, every DKK1 spent on Microsoft

generated DKK2.16 of sales.• Ads generating the highest clickthrough rates

had the greatest effect on sales, with MSN Home Page leading the way.

“ To begin with, we did not consider online advertising a bearing media. Now, the picture has changed. With the help of complex econometric models from OMD, we can see that online marketing can increase turnover. Therefore, in future, we will include online media when we plan campaigns.”blair adamson, marketing director, mcdonald’s

Kellogg’s wakes up to an onlinesuccess with Microsoft

33 For more information visit: http://advertising.microsoft.com/europe 33

client kellogg’s


country/region denmark/sweden

Everyone knows breakfast is the most important meal of the day. But what’s the most important channel in the marketing mix? For years, TV’s led the pack, particularly when it comes to FMCG. But things are changing quickly, and many marketers are moving online. So when Kellogg’s launched a multimedia campaign driving sales of its Special K cereal range across Denmark and Sweden, it used online ads to get the message out. And it used some of the best tools in the industry to measure the effects.

requirement increase sales of kellogg’s special k cereal, and accurately measure the effects of the online campaign against other channels

target audience 20 to 40-year-old health-conscious women

products used msn® and windows livetm messenger

solution kellogg’s ran video-streaming banner ads across selected channels on msn, as well as windows live messenger. microsoft and Brandscience used econometric modelling to track effects on sales and measure against three years of sales and campaign data

key results in denmark, the short-term return on investment from online ads was 48 percent greater than from tV

media agency omd

Client objectivesBoost sales of Kellogg’s Special K cerealEngage target audience with the brand Accurately measure sales effects of online advertising Encourage healthier lifestyles

Creative solutionKellogg’s teamed up with Microsoft and OMD to distribute ads across a group of hand-picked channels including MSN and Windows Live Messenger. The advertising worked by encouraging people to get into good habits such as eating breakfast and going running.

The campaign worked in two phases. People who saw the first phase of ads took part in tests and competitions exploring the idea of healthy habits. These were designed to strengthen the

●●●

●

association between the brand and a positive lifestyle, and to drive sales. The responses Kellogg’s collected fed into the second phase of advertising.

Kellogg’s also streamed tailored versions of TV spots online, extending the reach and efficiency of the TV promotion.

Microsoft and BrandScience (part of Omnicom Media Group) combined forces to analyse the results of the campaign using econometric modelling. They developed a robust model using data collected from Special K campaigns over three years, mapping weekly sales figures to marketing activity. The data was so accurately aligned that the model was able to explain 95 percent of sales variations in Sweden and 92 percent of variations in Denmark.

Campaign resultsThe campaign was hugely successful, proving that FMCG brands can reach women online. In fact, the research found that the online ads performed significantly better than other channels across both territories. In Sweden, the banners on MSN and Windows Live Messenger produced a clear increase in sales, and engagement with the online competitions

drove an accumulated 30 percent sales uplift. In Denmark, the video ads performed particularly well—indeed, the combination of MSN and online video was 48 percent more cost-effective in driving offline sales than the TV component of the campaign. Figures show:

In Denmark, only the online and TV ads had a measurable impact on sales—and the short-term return on investment from the online ads was 48 percent greater than TV In Sweden, the online competitions and tests drove 12,603 kilograms of sales, an accumulated uplift of over 30 percent, proof that greater online engagement does lead to greater offline sales Video ads performed particularly well in Denmark, increasing the reach and value of the TV campaign

●

●

●

“ The Special K campaign showed that online ads are a much more important part of the marketing mix than most FMCG brands realise.”peter loell, director for new media, omnicom media group

Media is more and more reliant on technology to achieve results. In fact, the line between what we think of as “technology” and “media” is beginning to blur. Microsoft Advertising unites media and technology, enabling us to connect your consumers with your advertising in new and innovative ways. We have helped countless advertisers launch products, build brands, engage users, and, most importantly, drive return on investment in customised and creative ways. Using both our Microsoft media brands and wider partner network, we can help you reach the right consumer, in the right mindset, at the right time. We are recognised for the breadth and depth of our expertise, be it in communications tools, gaming, mobile, content integration, branded entertainment, or search.

Our insight, flexibility, and technological capability combine to help put you in control. We provide analytics for all your campaigns—so you can respond, take action, or re-direct spending to the most effective campaigns—and, above all, eliminate waste.

We are confident that the combination of our audience insight, measurable advertising performance, and comprehensive expertise will continue to inspire the development of FMCG advertising across the digital landscape.

We hope you enjoy the case studies presented in this compendium. They showcase a number of FMCG subsectors—from beverages to beauty—across Europe, and demonstrate how you can successfully use a variety of tools to generate great campaign metrics. We guarantee these case studies will inspire you to think about your brand in new and innovative ways to drive success across the digital landscape. And, finally, Microsoft Advertising welcomes the opportunity to partner with you to bring those successes to life.

Conclusion

Dina Gowar

FmCg Category development manager, emea, microsoft advertising



Country/region Client Industry Target audience Focus

Asia Pacific Guinness Food and beverages 24 to 35-year-olds The art of conversation

Belgium Mars Food and beverages 16 to 24-year-old consumers Exploring new frontiers

Denmark McDonald’s Food and beverages 16 to 34-year-olds/all adults Online advertising driving offline sales

Denmark/Sweden Kellogg’s Food and beverages 20 to 40-year-old health-conscious women Online advertising driving offline sales

France Cacharel/L’Oréal Consumer goods 15 to 34-year-olds The art of conversation

Italy Coca-Cola Food and beverages 18 to 34-year-olds The art of conversation

Italy Heineken Food and beverages 18 to 34-year-olds Exploring new frontiers

The Netherlands Unilever Consumer goods 18 to 24-year-old men Exploring new frontiers

The Netherlands Grolsch Food and beverages 18 to 24-year-olds Building brands

The Netherlands Johnson & Johnson Consumer B.V. Consumer goods 14 to 18-year-old Dutch women The art of conversation

Norway Santa Maria Food and beverages 18 to 34-year-olds in Norway Building brands

Spain Coca-Cola Food and beverages 13 to 22-year-olds Building brands

United Kingdom Kleenex Consumer goods Housewives with kids The art of conversation

United Kingdom Nivea Consumer goods Teenage women Exploring new frontiers

United Kingdom Purina Consumer goods Women over 35 years of age The art of conversation

United States Burger King Food and beverages Online gamers across the United States Exploring new frontiers

Customer reference matrix


Country/region Client Industry Target audience Focus

Asia Pacific Guinness Food and beverages 24 to 35-year-olds The art of conversation

Belgium Mars Food and beverages 16 to 24-year-old consumers Exploring new frontiers

Denmark McDonald’s Food and beverages 16 to 34-year-olds/all adults Online advertising driving offline sales

Denmark/Sweden Kellogg’s Food and beverages 20 to 40-year-old health-conscious women Online advertising driving offline sales

France Cacharel/L’Oréal Consumer goods 15 to 34-year-olds The art of conversation

Italy Coca-Cola Food and beverages 18 to 34-year-olds The art of conversation

Italy Heineken Food and beverages 18 to 34-year-olds Exploring new frontiers

The Netherlands Unilever Consumer goods 18 to 24-year-old men Exploring new frontiers

The Netherlands Grolsch Food and beverages 18 to 24-year-olds Building brands

The Netherlands Johnson & Johnson Consumer B.V. Consumer goods 14 to 18-year-old Dutch women The art of conversation

Norway Santa Maria Food and beverages 18 to 34-year-olds in Norway Building brands

Spain Coca-Cola Food and beverages 13 to 22-year-olds Building brands

United Kingdom Kleenex Consumer goods Housewives with kids The art of conversation

United Kingdom Nivea Consumer goods Teenage women Exploring new frontiers

United Kingdom Purina Consumer goods Women over 35 years of age The art of conversation

United States Burger King Food and beverages Online gamers across the United States Exploring new frontiers

Further informationFor further information and to find out more about howmicrosoft advertising can work with you please go to:advertising.microsoft.com/europe/contact-us

© microsoft, hotmail, msn, windows live, windows live logo and the msn logo are either registered trademarks or trademarks ofmicrosoft Corporation in the united states and/or other countries.all other trademarks are property of their respective owners.

fmcg compendium

Business