Co-creating communications for Skinny Cow (Farm)
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Co-creating communications for Skinny Cow
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Co-creating communications for Nestle's Skinny Cow.
Transcript of Co-creating communications for Skinny Cow (Farm)
Co-creating communications for Skinny Cow
Seamless process to generate insight and creative ideas
The challenge
People love what they help create
The brief
Skinny cow gives you the licence to indulge in a little
naughtiness
Stage 1
Banish the but’s
The creative proposition
Stage 2
Young Peoplec. 6000
Womenc. 6000
Men2010
Tech Leaders2010
Stage 3
Oh yes you can!
Banish the but’s
Prompted Awareness more than doubled
Claimed purchasing levels outperformed thenew Mars Gourmet brands
Strong personality "quirky", "cheeky" and "fun"
From zero to 51,000 Facebook fans in 5 months
And it worked
Drawing up a new contract ‘with’ consumers
ADVOCATES
FANS
CONSUMERS
BRAND TEAMAGENCY/EXPERTS
