#iremember social media case study by comfu - arabnet beirut 2014
DESCRIPTION
#iRemember… not only an amazing experience, but also an experiment joining Com Fu, Barista Espresso and the Online Community! With Social Media falling gradually into the trap of Traditional Media, a disruption of the routine was needed. For this purpose, a Social Experiment was devised by moving content creation from the Brand to the People and creating the first CSR campaign for Barista Espresso. This gave birth to a 360 degree activation on Alzheimer’s Awareness Month, where people contributed through the different Social Media Platforms in support of the Alzheimer’s Association of Lebanon.TRANSCRIPT
THE BRAND
• Founded 1999• The Barista pod revolutionized the market bringing premium espresso,
packaged for freshness and taste, into the homes restaurants, schools, hotels, businesses and fine retail outlets of countless coffee enthusiasts
• Its huge facility located in the industrial district of Sed El Bouchrieh is where 1,500,000 espresso pods are produced monthly, in flavors like Auro Perfetto,
Columbian and the new Cardamom blend. • Barista's aim is to supply exceptional coffee to a satisfied consumer base,
through dedicated after sales service and support
• Facebook: 36,219 Likes | Twitter: 1,077 Followers
CHALLENGE
Social Media falling gradually into the trap of Traditional Media
- Break the routine of repetitive interactive posts- Brands continuously initiating the interaction
- Move the content creation from the Brand to the People- Create an activation where people can contribute through all platforms
and all communication mediums- Upgrade Game Engagement from only Fun to both Fun & Personal
BENEFITS OF COFFEE
- Coffee Can Improve Energy Levels and Make You Smarter- Coffee Can Help You Burn Fat
- Coffee Can Drastically Improve Physical Performance- Coffee Contains Essential Nutrients
- Coffee May Improve Long Term Memory- OTHER…
SCIENTIFIC RESEARCHES
Coffee may Improve Long Term Memory
European Journal of NeurologyNeurological Research JournalJournal of Alzheimer's Disease
THE FACTS
o 30,000 cases of Alzheimer’s disease in Lebanon.
o It’s the MOST COMMON type of Dementia in Lebanon.
o 34 million people will have dementia in 22 years.
o An estimate of 24 million people in the world with Dementia.
o About:Non-profit organization with the mission of improving the quality of life
for people with dementia and their caretakers.
o Objective: Raising public awareness throughout Lebanon hoping to eliminate the
fear caused by Alzheimer’s mental disorder.
Alzheimer’s Association Lebanon
ObjectivesTHE OBJECTIVES
1. Create first online CSR Experiment for Barista
2. Join the Business with the Social to support a Cause
3. Involve the people in the creation of the Campaign content
4. Create synergy through all Social Media channels
and launch Instagram and Twitter for the brand
5. Diffuse a positive image of the brand
6. Highlight benefits of coffee
Corporate Social ResponsibilityCSR: It’s when a business does more for the wellbeing of others than
required in an economical and legal sense.
DIFFERENT TYPES OF CSR
o Environmental CSR: Focuses on eco-issues such as “climate change”.o Community based CSR: Businesses work with other organizations to
improve the quality of life of the people in the local community.o HR based CSR: Projects that improve the wellbeing of the staff.o Philanthropy: Businesses donate money to a good cause, usually
through a charity partner.
6 Reasons Why a Business Would Want to Get Involved in CSR:
1- Satisfied Audience2- Satisfied Employees
New Recruitment Opportunities + Team Satisfaction3- Positive PR
An opportunity to share positive stories online & through traditional media. 4- More Business Opportunities
Because of continuous interaction with other parties, your business will be the first to know about new business opportunities.
5- Long Term Future for Your BusinessCSR is all about achieving long term results and business continuity.
6- KARMA!
Corporate Social Responsibility
#iRememberYOU CREATE WE DONATE
The Concept BriefDIRECTIONS
o Design the campaign around #iRemember
o Create content to guide the people to create content
o Use the relationship between Coffee and Memory
o Clearly explain that 1$ will be donated per each unique: Facebook Post Twitter Tweet
Instagram picture
What’s your Story?DIRECTIONS
Participants will be telling stories by sharing their memories using the hash-tag #iRemember through posts, tweets and pictures.
o Stories can be related to anything that is of personal significance to all participants.
o Example of topics to be covered: Love
Education Family
Holidays Good Times
Content Examples
#iRemember my first ballet lesson!#iRemember the day I met my life companion#iRemember my mom’s bed-time stories #iRemember my first day at school
THE CONTENT - GUIDING
Content Examples
Moderate coffee consumption canappreciably reduce your risk ofAlzheimer’s or delay its onset.#iRemember
Women who drink coffee are less likely tosuffer memory loss at a later stage.#iRemember
THE CONTENT - INFORMING
Implementation
360 ° Activation
tf
Facebook Cover Picture
Facebook Posts
What’s the best memory you've ever had?Share with us a special memory using #iRemember. Support
Alzheimer’s research in Lebanon!
The Application
Twitter Timeline
The Content
“Memory... is the diary that we all carry about with us.” - Oscar Wilde#iRemember. Donate 1$ by using #iRemember. Share with us the
special memories you'll always carry!
#iRemember amazing sisterly moments.
The Content
#iRemember my childhood’s rocking horse
The Content
#iRemember my first baby born
The Content
#iRemember her 2nd birthday!
The Content
#iRemember the day I fell in love with you!
The Content
#iRemember the day I married her
The Content
THE COMMUNITY
Community Engagement
@serenade_87: #iRemember the one who makes me smile
Community Engagement
@McMullenAtor: #iRemember when his tiny hand took my finger for the first time
Community Engagement
@CaffeineHanine: #iRemember when my mum would drop me at school & I would cry for her to come back
Community Engagement
@CariineElKhoury: #iRemember when we first saw each other
Twitter Regional Trends
Positive Emotions from Audience
Press Coverage
Al Balad Newspaper –27 September 2013
Press Coverage
Al Mustaqbal Newspaper – 25 September 2013
Press Coverage
Elnashrafinance.com – 27 September 2013
Press Coverage
Al Mustaqbal – 15 October 2013
Press Coverage
Fairuz Magazine – November 2013
Press Coverage
Layalina –November 2013
Press Coverage
Astuces Parents – November 2013
Press Coverage
Elle Oriental –November 2013
Press Coverage
Mondanite –November 2013
Press Coverage
Spécial –November 2013
Press Coverage
Executive –November 2013
Money Donated
Money Donated
Outcome Summary
THE LESSONS LEARNED
o Enhanced people’s knowledge on Alzheimer’s diseaseo Enhanced awareness on benefits of coffee
o Increased awareness about the Lebanese Alzheimer’s Associationo Increased engagement on all 3 Social Media Platforms
o Boosted the good reputation of the Brando Created positive PR – Press coverage
o First Digital CSR (Corporate Social Responsibility) Experiment for the brand
Lessons Learned
THE LESSONS LEARNED
o Incentive for Participants: Whether physical or Moralo Importance of a longer period activation
o Importance of Facebook AD + Promoted Tweets for bigger reacho Importance of Mobile Version especially during summer period
o Success of causes on Twitter when it comes to the nature of the platformo Advantage of Facebook over Twitter and Instagram when it comes to the AD platform
availabilityo Importance of having one clear message for the campaign and clear instructions
guiding userso Added value of holding an offline event
o Increase TV appearances during the activation
Thank Fu