Stella Artois Facebook group development 2011-2012

Brief

To create a Facebook group of Stella Artois

To develop non-standard SMM strategy

To keep latest updates on promo-campaigns details

Grow up to 5000 fans within one year

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The content strategy chosen

In order to create a real territory of cinema and movies the following topics were chosen:

- Cinema history

- The world of acting

- Overview of festivals

- Art-house movies and tendencies

- Kyiv glamorous events and participation in them

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RESULTS

During one year the page fans grew from 0 fans to 7000 fans!

The goal was overachieved

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STRATEGY

3 key events were held during the year:

Casting call “Promenade to Cannes”

Non-standard clubs activity

World Draught Master

Besides overview of these events we initiated non

standard announcement and innovations for user

involvement

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Casting Call “Promenade to Cannes”

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IDEA

Based on the intorduced one year earlier legend story about Jacquer D’Azur and his dismiss later to introduce a competition for the best candidacy to play him in a movie that would be dedicated to his great life.

2011 sees Stella Artois take on something even more ambitious – they will attempt to bring the story of Jacques’ incredible life to the big screen.

The actor and actress for the leading roles would be chosen based on online voting

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Legend

In 2010 Stella Artois introduced a legend character - Jacques d’Azur – the undisputed King of Cannes. He was the coolest man in the world. A man who was so cool that Sinatra uses to call him Sammy Davis Senior. The Then Jacques went missing, presumed dead - and 90,000 people entered the competition to be named his rightful heir and receive their inheritance: an unforgettable, once in a life time weekend at the Cannes Film Festival.

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Mechanics

Men can audition online opposite a beautiful leading lady using their webcams. They we will then receive a scene from the film finished up to cinema quality of them starring in the film. They can share their audition film via social networks and have their film viewed and judged by a panel of experts. The best budding actor will star in the final film which will premiere at Cannes during the Film Festival.

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Activation tasks

Spread out the information about the Cannes casting

Collect 30 recorded videos from Ukraine

Accumulate 200 fans on Facebook page

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The script

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Announcement

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Facebook context placement

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•CTR – 0,064% •CTR – 0,125% •CTR – 0,042%

• Average CTR for Facebook 0,04% - 0,1%

• Our current CTR – is around average for two ads “Star casting” & “Going to Cannes?” (0, 064% & 0, 042%)

• Excellent CTR for “Online casting” ad – 0, 125%

Facebook page engagement

• The average number of likes of page's content– 15

• The average number of comments created on page's content– 5

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10.04.2011 11.04.2011 12.04.2011 13.04.2011 14.04.2011 15.04.2011 16.04.2011

Daily Logged-in Page Views Daily Likes and Comments

Seeding Effectiveness •The average number of daily new likes of page– 11 (unlikes 1)

•The average lifetime of seeded posts - 25 minutes (the posts are perceived as advertising spam and deleted by the administration)

•The statistics of external transitions to the page pulled up with delay and clearly not in full, at the moment it looks as follows:

vkontakte.ru 25

korrespondent.net 13

stb.ua 9

luxplanet.com.ua 5

google.com 3

gloss.ua 2

news.topdj.ua 3

freemail.ukr.net 2

yandex.net 1

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10.04.2011 11.04.2011 12.04.2011 13.04.2011 14.04.2011 15.04.2011 16.04.2011

Daily New Likes Daily Unlikes

Group Statistics- engagement progress

The number of new people who have liked Page - 293

The number of times people (fans and non-fans) have viewed page content in their newsreel ~ 40 439

The average number of likes of page's content – 15

The average number of comments created on page's content– 5

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10.04.2011 11.04.2011 12.04.2011 13.04.2011 14.04.2011 15.04.2011 16.04.2011

Daily New Likes Daily Likes Daily Comments

Seeding Effectiveness

Visits 51988

Page views 411150

Number of pages viewed per visit 7.91

Rejection rate 25.68%

The average time on site 4,38

Casting videos from Ukraine 66

Facebook page fans 293

• 66 video is posted on March, 31

• 9 participants from Ukraine reached the final

• ALL pages being viewed on stell-artois.com.ua

• Excellent result on time spent ~5 min on site

The content is of high interest to Ukrainian audience

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Casting videos from Ukraine

Page fans

Earned Media: Published unpaid articles

http://korrespondent.net/business/companies/1196763-stella-artois-ishchet-novuyu-zvezdu-mirovogo-kino

http://gloss.ua/story/concerts/article/54711 (there was no SA site’s link) http://kino-teatr.ua/ru/main/news_article/article_id/2722.phtml (there was no SA

site’s link) http://luxplanet.com.ua/svetskaya_zhizn/stella_artois_ishchet_novuyu_zvezdu_mir

ovogo_kino_237 http://www.okino.ua/2011/03/17/stella_artois_ishhet_novuju_zvezdu_mirovogo_ki

no.html http://news.topdj.ua/12457/ http://www.maximonline.ru/konkursy_promo/_article/stella-artois-ishet-zvezdu/

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RESULTS

Around 1000 people joined Facebook page after 4 weeks of the campaign

66 videos from Ukraine were uploaded and 7 people got into International short-list

Profound earned media: 6 portals published news about the campaign and casting call for young actors

Non-Standard clubs activities

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Stella Artois prepared some surprises for participants of the night

party at Crystal Hall with Fryday Kyiv

Fryday Kyiv is the very popular community for professionals.

Facebook FK page has more than 1500 fans, which very often

attend Friday parties

More than 500 people were gathered at event and took part in

lottery from SA - 2 winners received the 2 boxes of beer

Partnership online: New activation – online + offline

Info about cooperation Stella Artois and Fryday’s Kyiv (the biggest

professional community) was posted on the both walls with cross

links

After party photos were posted on the pages:450 people joined

Stella Artois page

Events with leading clubs

Stella Artois continues the tradition support offline events with some box of beer

More than 700 people were gathered at event in the “Touch cafe”

First 100 participants received the bottle of beer

“Stella Artois” became the favorite drink during evening

Non-standard activity

Non-standard activity

RESULTS

The idea of online partnership with leading communities was very successful as brought new people and got earned media

Two non-standard events, using only online announcement, brought around 700 people offline to the partnering venues and created a product trial

After these two activities number of page fans grew by 1600 fans

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World draught master

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IDEA

global quest for commitment and passion for perfection.

Can you master the 9-Step Pouring Ritual?

The 9 stages of pouring and serving

Activation tasks

- Develop WDM full support communication plan

Drive buzz through bloggers and existing fans of the brand

Propose the way to find 100 trendsetters in our facebook group

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Earned media

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RESULTS

170 trendsetters and opinion leaders visited final event in Kyiv

1500 people joined Facebook page and got to know about the specific beer ritual

10 portals & 7 forums published unpaid announcement and details of the projects

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1 year, everyday content, 4 nonstandard activations

from 0 fans to 7000

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