Inspiring New Brand Campaigns: The Process Behind Successful Consumer Engagement

James HayhurstUnilever@Unilever

Jaclyn MurphyEdelman EU, Unilever Global@EdelmanPR

Mette Børsting HofmanArla Foods@arla

Sirpa TuomiNeste@nestecorp

Zaid Al-QassabBT Group@fast_philosophy

Make eating well simple and joyful for everyone

METTE BØRSTING HOFMANN

ARLA FOODS

Arla is …

• 5th largest dairy ….• 12.650 farmers• Presence i xx markets around the world• ---- mill. liters of milk pr. day

ARLA FOODS

12650farmers

XXm litres of milk pr. day

5th largest dairy

Presence in XX markets globally

GOOD GROWTH 2020 We aim to grow the value of our farmer

owners’ milk by developing our

position as a leading global dairy company

that adds value to people’s lives.

Sustainability Food habits Farmer owned

Norlie Bache KalckarRørvig, Denmark

What Norlie will eat throughout his life is the single factor thatcontributes most to his life expectancy and overall health

If you know how to cook and know which foods are naturally rich in nutrients, you have a better

foundation for a healthy life.

We want to inspire good food habits that make it easier for people to live a healthy life.

COMMITTED TO A SUSTAINABLE FUTURE

THE ARLA WAY

We are not focusing on sports and cure of diseases

“the right nourishment”

“true nutritious impact long term”

“prevention rather than cure”

THE ARLA WAY

We want to collaborate on different ways to inspire and influence good food habits

“initiatives establishing good food

habits”

“support causes that link directly to our brand and health strategy”

“longivity and consistency”

FoodcampArla Denmark

Arla Foods

Arla Foundation

Schools/ teachers Parents

Experience

1 week camp experience for 6/7th graders

Understand Feel

Video

Vardagspuls.se(The daily pulse)

”Sweden’s most beautiful and comprehensive health website”

Arla Foods

Media partner(s)

Media partner(s)

Vardagspuls.se(The daily pulse)

Winner!

Content marketing Awards 2016

”Most Innovative Content Distribution Strategy”

Global concept to champion good food

habits

Arla Foods

National ambassador

Localambassador

Media partner

Video UK

FOCUS

Strategy is global- exceution is local

Alignment of executions with room for local interpretation

Strengthen the link to the Arla brand to enhance commercial benefit

•Make eating well • simple and joyful for everyone

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Pre-order the FutureSirpa Tuomi, Marketing Director

@SirpaTuomi

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Idea:Pre-order the Future is a Neste project to investigate the futureof renewable materials and useof technology through productdevelopment.

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Co-operation with Prince Ea

• First contact at Sustainable Brands, London 2015

• Kick-off for co-operation in Super Bowl 50

• Futurogist, content creator for Pre-order the FutureProject since April 2016

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Interactive website with continuously updating new content

5

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Discussing about bigger phenomenas

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Tackling weekly triggers

7

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Shareable content with Prince EaContent produced daily

Here a screenshot about daily content calendar showinghow much content is created daily to inspire discussionwith audience.

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Teams at a glance

Campaign Direction

Directs the campaign and oversees the marketing actions.

Project Coordination

Day-to-day project management and project coordination.

Prototype team

Creates the product prototypes and provides marketing materials on R&D process, such as 3D-drawings and design sketches.

PoF Live team

The team creates the live communication during the campaign in accordance with the plan.

Updates the website and answers questions raised by the campaign audience.

Neste Experts team

Provides information on Neste products and businesses, provides answers to questions raised by the campaign audience.

Data and Media teamThe team provides the live data and metrics of the campaign for PoF Live team and Campaign direction.

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Neste Experts Team

Strategy and New Ventures Communications

R&D

Solvents Base oils

Renewable Products

Oil Products

Oil Retail

Deep co-operation between client and agencies

Campaign Direction

Brand Marketing Communications

Account

Project Coordination

Project DirectorBrand Marketing

Data and media team

Chief Data Officer Data Analyst

Media Planner Media Manager

PoF Live team

Community Manager

Digital Designer

Copywriter

Brand Marketing

Content Director

Communications

Renewable Products

Oil Retail

Prototype team

Creative Technologist

Product Designer

Digital Designer

Content Director

Poduct Designer

NESTE

TBWA

Vizeum

NEB sponsor

Account

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Project workflow

Prototype Team

Data and Media Team

Campaign Direction

PoF Live Team

Project Coordination

Neste Experts Team

Information support

Product design

Content Data

Media + website

Level 1

Approvals

Level 2

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Timeline

Neste @Super Bowl

Announcement of Prince EA Futurologist

PoFGo Live

Product developmentphases and communication

Product prototype development Feb. 2017

Product development

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• CLEANTRAIL is a one-click plugin enabling sustainable delivery of goods and services.• THE GREENPOD, developed primarily from renewable materials, is a multifunctional space, mixing home and office, private and

public.• THINKEAR is a personal audio system controlled by your brainwaves. Its integrated EEG sensors are able to read brainwaves and

translate them into commands that navigate audio content.• To shake up the old ways of education we created an education concept called EDUCYCLE. It’s a modular learning kit built mainly out

of renewable materials. It is an interactive, holographic simulation where children can alter the virtual landscape.• ECOTRAVEL plans each step of your holiday. All trips are powered by renewable fuels, and all activities and services have a minimal

carbon impact.

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9 million earned media value > 230 articles-> to be updated

5M 111.5M 367.8M

16.7M

19.5M

42.1M

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• KPI: + 300 % web page visitors, 68 % reached in 5 monthts, 5 monthsleft

• KPI: earned media, number of articles, on good track

• First spoken word video: over 80 million views and over 1 millionshares

• 30.000 votes, nearly 600 ideas

Results

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Everybody dies but not everybody lives

Link

17.3. 2016

Thank You!@SirpaTuomi