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IDMD Online: Whiskas - Share Your Relationship! - José Guedes
The document outlines a case study proposal for Whiskas snacks targeting cat lovers who prioritize their pets' happiness and diet. It highlights the challenges of consumer awareness and product accessibility, proposing a digital marketing strategy that includes coupon distribution through social media to enhance brand engagement and product trial. The strategy aims to strengthen the relationship between cat owners and their pets while increasing awareness and sales of Whiskas snacks.
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IDMD Online: Whiskas - Share Your Relationship! - José Guedes
- 1. Whiskas Snacks Case Study
- 2. Proposal Description Challenge
- 3. Challenge CONSUMER TARGET… Cat Lovers those who find fulfilment in their cat’s happiness and those who make the most of happy moments spent in the company of their feline friends. This target audience is very conscious about their cat’s diet (taking into account health issues or food appreciation). INSIGHT/Block: “I had no idea that cat snacks existed” “My cat is very demanding , thefore might not like these snacks – most probably he will reject them” … if we manage to bring awareness to … Because most consumers don’t know this sector and allow consumers to about the Snacks & Treat sector. perceive Whiskas Snacks as the most BRAND tasteful treat they could offer their pets, as this could generate more happy HURDLE: moments. Consumers product awarness os Can t find them on the supermarket limited shelf/ailse, and when they do, consumers – …they experiment the product, and at don’t understand at what time of the day haven’t heard this moment they are presented with a these snacks should be consumed by about Whickas delightful moment which motivates them their cats = therefore they don’t buy it. S&T category. to purchase this product in the future. Current Situation goal
- 4. Proposal Description Solution
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- 6. Solution The solution presentedtook into account digital/viral communication which motivated consumers to go online. With the use of digital platforms it was possible to collect consumer information allowing us to target interested/curious customers with discount coupons. This resulted on positive brand experience. In every project monitoring media and the collection of data was important and should be allowed in order to measure results.
- 7. Solution Platform Measument Tool POS Cupon Redention Facebook App Direct Mail – with coupons Whiskas Snacks Database
- 8. Solution Banners Is your cat to far away? Shake your Relationship! Become a Facebook fan and receive 3, 1€ coupons.
- 9. Solution Banners Mrec Video Is your cat to far away? Shake your Relationship! Become a Facebook fan and receive 3, 1€ coupons.
- 10. Communicaton Facebook Ads Discover your cat’s new treat and receive 3, 1€ coupons.
- 11. Communicaton Google Adwords Toys Vet Cats Cat Dog Dogs Pet Animal Food Habitat
- 12. Communicaton Email Your cat needs more than meals. He needs treats that can shake your relationship. Receive them bow in your house.
- 13. Communicaton Facebook Mercedes, Leia, Spanky and Kitty have already participated. Your cat would love to be part of this list!
- 14. Solution Facebook Whiskas Portugal Page Fans interaction was overwhelming: “I can hardly wait to know more about this!”
- 15. Proposal Description Web Application
- 16. Web Application Facebook
- 17. Web Application Facebook Users were asked to fill in their personal info in order to receive the coupons by mail. A Database started to gain shape!
- 18. Web Application Facebook “Your 1€ coupons are served!” Users were also encouraged to share this offer with friends.
- 19. Web Application Facebook Post A Viral effect was achieved though the usage of the application. “Did your cat already tried the snacks no cat resists to?”
- 20. Web Application Email The 3, 1€ coupons were sent to your house. Soon your cat will look at you as a even more irresistible owner!
- 21. Web Application Direct Mail
- 22. Web Application Direct Mail Personalized with the cats name, communicating the product range and leveraging product trial.
- 23. Web Application Direct Mail Dear Mister Pirata: We have been trying to send you the gastronomic hymn a cat of your lineage deserves, but it has been a hard task to accomplish. Every time we wrap up a box of Whiskas Snacks, the transportation faces a number of unpredictable obstacles. Whiskas employees are ambushed by feline hordes, incapable of resisting them. As soon as they ear the snacks shaking, they approach and as they feel their delicious smell, they run over the mail to devour the delicacy. They then become so thrilled with happiness that they have even been heard singing some of ABBA’s hits. We came across this alternative solution: to send you over these 1€ coupons, allowing the person that most loves you to bring them over from the nearest store. You’ll see : your relationship will became even more irresistible. Delicious regards, Whiskas.
- 24. Web Application Direct Mail – Female Cat Dear Miss Bolinha: We have been trying to send you the gastronomic hymn a cat of your lineage deserves, but it has been a hard task to accomplish. Every time we wrap up a box of Whiskas Snacks, the transportation faces a number of unpredictable obstacles. Whiskas employees are ambushed by feline hordes, incapable of resisting them. As soon as they ear the snacks shaking, they approach and as they feel their delicious smell, they run over the mail to devour the delicacy. They then become so thrilled with happiness that they have even been heard singing some of ABBA’s hits. We came across this alternative solution: to send you over these 1€ coupons, allowing the person that most loves you to bring them over from the nearest store. You’ll see : your relationship will became even more irresistible. Delicious regards, Whiskas.
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- 26. Email Marketing Results Real time Measurement
- 27. Email Marketing Results Open Email Clicked Email Real time Measurement
- 28. Online Ads Results Facebook Ads Real time Measurement
- 29. Facebook app useand coupoun redemption Results Application total Accesses Coupon total requests Real time Measurement
- 30. Web Application accessand coupon redemption Results Total Requests Total Redemptions Viral – WOM and Facebook POSTS from FB App
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- 33. Consumer Feedback Facebook Comments Someone will be very happy to have some treats of it’s own. Looking forward to see the reaction! Mine come running and meow like crazy as soon as we shake the snack box. LOCKY opens his mouth and starts to meow. He loves salmon temptations. Bless you all for providing such happy moments you our little friends.
- 34. Conclusion Knowing more aboutour target audience, and recognizing their tastes and needs, allows us to create a stronger relationship. The Whiskas Portugal Facebook Page is now a relationship platform to engage with cat lovers community.