Barista Lavazza Friendship Day Campaign by AliveNow

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Barista Lavazza: Friendship Day Campaign review by AliveNow 20th October, 2010

Barista Lavazza: Friendship Day Campaign review by AliveNow www.AliveNow.in

SOCIAL MEDIA SUCCESS CASE STUDY Barista Lavazza Friendship Day Campaign on Barista Lavazza’s Facebook page: facebook.com/BaristaLavazza

October 20th, 2010 | Bangalore, India

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Friendship Day Brief August 1st is Friendship day, an amazing day for everyone to celebrate their friendship. This Friendship Day (Aug 1st, 2010) Barista Lavazza did something special for its friends and fans on Facebook. We wanted to create more interaction with the fans, and Barista Lavazza being the place where friends hang out so much, we thought why not create a fun friendship day environment on the Facebook page itself where fans can wish their friends in a special way using the Barista Lavazza Facebook page and specially designed custom Barista Lavazza Friendship Certificates. We gave our fans an opportunity to appreciate their friends and friendships. Friendship Day Certificates

• We created nine Friendship Certificates which would have a fan’s message for his/her friends and pictures of his/her friends with the names.

• All certificates had a Barista Lavazza theme and were named based on a certain Barista Lavazza drink. For example two certificates shown below were called Blackforest Buddies and Latte Addicts named after Barista Lavazza’s signature beverages Blackforest Blast and Caffe Latte Mug. To see the nine Friendship Certificates that fans could use to share their friendship day message, click here: http://bit.ly/BaristaLavazza-FriendshipCertificateContest. Here are a few sample Barista Lavazza Friendship Certificates that fans could use to convey their friendship day message. (Note: Designed and conceptualized by AliveNow)

• To get a Friendship day certificate from Barista Lavazza was very simple: For example, let’s say Shraran

wanted to wish her friends, Vicky, Nancy, Deepali, Simran, Kiran and Harnavjot a Happy Friendship Day, and also include a message with that, all she had to do was select one of the 9 certificates, tag these 6 friends in the certificate she selected and include the special message she wants in the comment box. After this, the AliveNow team analyzed, designed and compiled special friendship day certificates for each participant.

• Please read detailed rules of the Friendship day contest here: http://bit.ly/ContestRules-BaristaLavazzaFriendshipCertificateContest.

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The outcome of tagging her friends and that message on Facebook would be the custom friendship certificate given below. This was then also included in the Friendship certificate album with all other certificates.

• Fans also had an incentive to ask for these certificates: The first 100 fans who tagged their friends, included a message and requested a friendship certificate won a free Barista Lavazza Cappuccino coupon! Also, every certificate with a special message was entered into the grand prize of top 5 certificates with best friendship day messages. Top five certificate participants would win free beverages and food.

• After receiving many entries we created custom friendship certificates for all the requests (as seen in the above example). We then made an album on Facebook with the friendship certificates and posted them on the Facebook page too.

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• Leading up to friendship day and for a few days after friendship day, we continually posted Facebook wall updates on the Barista Lavazza page with personal messages like these:

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Friendship Day: Choosing the top 5 certificates Once the friendship day festivities were over, we had to select the top five certificates. To select the top five, we again engaged fans on the Facebook page and asked them to vote for the top 5 certificates out of 15 selected certificates. The1 Like = 1 Vote album was made available for voting and the voting started from 9th August and concluded to 14th August. A total of 5 days were given for fans to browse through the 15 selected certificates and “Like” the top 5 or “Like” any number of certificates that they wanted to. Wall updates like the ones shown were regularly made on the Barista Lavazza Facebok page.

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Other Friendship Day activities: Friendship Jam event. • We promoted the in-store Friendship Jam, a signature Barista Lavazza event that happens on Friendship

day, i.e., on Aug 1st • We started to warm up the activity from July 14th, by posting different questions related the fans and their

friendships and also creating a teasers which said that there is something special this friendship day for all out fans.

Spreading awareness about Barista Lavazza Spreading awareness about the brand on this platform was supposed was also one of the key aims of this campaign. We integrated their instore marketing campaign “Friendship Jam”, made a separate tab on the Facebook page specially mentioning Friendship Jam and regularly posted dates and details on the wall. We also posted questions related to friendship and later offered Friendship certificates and had the friendship day contest. This was the critical part of the campaign as fans had to tag themselves, and their friends, which translated to thousands of Facebook users seeing this on their newsfeeds. A sample chart shows how the viral aspect of this campaign made it such a great success.

The flowchart above shows no. of people tagged at each level in the certificate contest, 49 fans tagged themselves and they tagged 424 of their friends. This gives a very high visibility to the friends of the fans and even friends of the people who he/she has tagged. Tagging the certificates gave the multiplying effect of more people knowing and getting curious about things happening on the Barista Lavazza page.

IMPORTANT METRICS: BARISTA LAVAZZA FACEBOOK PAGE

Measure Previous Month From 14th July to 14th August (Friendship day period)

Percentage up or down from previous month

No. of New members (or Likes) 706 996 Up 41 percent No. of Page visits 2320 5608 Up 141 percent No. of Photo views 808 6280 Up 677 percent Total Fans (as of period ending) 3377 4373 Up 30 percent Data for Previous Month is shown the data to give you an idea of the impact on awareness on the page activity due to the contest.

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Fan Engagement with the Brand Page We started posting questions from July 14th to draw attention of the fans and even posted teasers about something special this Friendship Day. After few days we posted the certificates as an album for the fans to select and tag themselves and their friends and even mention what message they want on their certificates. We created the certificates as we got entries. The certificates were then posted on the wall one by one at stipulated time periods. The constant posting of certificates kept the page active as there was a new post after some time. The fans also came back to the page frequently to check if there certificate was posted. Some details about fan engagement is give in the table below.

FAN ENGAGEMENT

Measure Previous Month

From 14th July to 14th August (Friendship day period)

Percentage up or down from previous month

No. of posts 13 24 Up 84 percent No. of Likes on posts (not new fans) 134 618 Up 361 percent

Comments (overall) 99 402 Up 306 percent Quality of posts* 4.61 (Avg) 8.06 (Avg) NA Total interactions 246 1044 Up 324 percent

Note - The Data for Previous Month is shown the data to give you an idea of the impact on awareness on the page activity due to the contest. *Quality of posts is judged by the like and comments received on the posts and it is done for each post so here we have calculated an average of quality of posts in order to see the overall quality of daily posts.

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People who liked and interacted with the brand The audience is largely in the age group of 18-34 both in male and female. There was a huge increase in the number of new fans added (518) in the male 18-24 age group. The second largest demographic with the highest number of fans added (235) was in the male 25-34 category. Percentage wise, the largest percentage increase (up 74 percent) was in the male 13-17 demographic.

Demographic No. of fans (at the end of the previous

month)

No. of Fans (at the end of Friendship day

campaign)

Percentage Up or down

Number Up or down

Female 13-17 160 189 Up 18 percent Up 29 Female 18-24 752 928 Up 23 percent Up 176 Female 25-34 284 362 Up 27 percent Up 78 Female 35-44 46 52 Up 13 percent Up 6 Female 45-54 4 6 Up 5o percent Up 2

Female 55+ 6 9 Up 50 percent Up 3

Male 13-17 154 268 Up 74 percent Up 114 Male 18-24 1070 1588 Up 48 percent Up 518 Male 25-34 455 690 Up 51 percent Up 235 Male 35-44 105 137 Up 30 percent Up 32 Male 45-54 15 21 Up 40 percent Up 6 Male 55+ 16 20 Up 25 percent Up 4

No Demographic available

65 103 NA NA

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Some Fan Comments on the Barista Lavazza Page We compiled a few fan comments from the Barista Lavazza page that can be viewed below. Also, we attached some screen shots of fan’s comments in later pages that follow. Chetan Behl: I, Chetan Behl, on this fship day, wanna tell my frenz, how much they r imp in my life, and wat a better occsn then fship day and medium BARISTA, i hav spend so much of my unfrgttbl moments close to my heart here in BARISTA, itz d bst place to spend loads of tim 2gthr, wid frenz, wid luvd ones, parents, family, and that spcl 1........ for me itz lk heaven... Abhinav Nayyar: awesome work lavazza guys.. Gaurav Bhatnagar: lavazaa rocks...!! :) love the food and coffee offered by barista... :) Sagar Shah: Nice Dipesh Ghosh: great Vikram Kumar: amazing Prabal Muthaa: Awesome Shruti Chatwal: great Sahil Gupta: great.... Payal Mittal: mindblowing Shankar Uttathur: niceeeeeeeee Gaurav Bhatnagar: hey barista, i am going out at barista lavazza outlet to enjoy this friendship day with my friends.... :) Jayashree Coutinho: Nice concept! Princess Jahan: amazing concept Yulius Christi: so nice Sagar Shah: I shared This Amazing Offer on My site too.. Offeradda.com Maddy Micheal: Hey its cool way 2 wish friendship day Nidhi Chandna: Love u Barista...my certificate looks so cool...I am gng to put it up in my cubicle...my friend's are gng to be so happy when they see it....u have done something which means so much to me...thnx so much for my lovely certificate...hope I get the printed version soon...........! Himanshi Narula: i luvd it.... thnx..... :) Seemita Pooja Das: This is kool! Great Job Barista! Vaishali 'angel' Sharma: Awesome awesome aweesome! :D :D Jus superb! :D :D :D! Akhil Dang: :] Arjun Mahindru: It is superb :D� Abhinav Nayyar: nice..

Seema Rohilla: i love this..!! thankz barista..!! love you all my friends..!! Shadab Sarwar: Thanks Barista.....luv u.... Gaurav Bhatnagar: hey barista.... thanks a lot.... luv you...!! :) Gaurav Bhatnagar: thanxx... bartista....:) Abhinav Nayyar: awesome.... !!

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Jayashree Coutinho: Woohoo! Thanks, Barista... And wish you all a happy friendship day too! Tagging my friends once I get to a computer. Nidhi Chandna: thnx for publishing my certificates...guys...love u Barista...this is so special for me coming on Friendship Day :) Shrey ��: Thank you barista, tagged all my friends.. Pahul Chugh: Thanks so much! Rahul Yadav: hey i definitely lykd ma certificate .. Zooni Khan: wow nice Vinay Kumar: Thanks a ton :))

SOME SCREENSHOTS OF COMMENTS ON THE FACEBOOK PAGE:

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Barista Lavazza Friendship Day Campaign by AliveNow

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