Driving Digital Dairy - CMO Conference€¦ · Driving Digital Dairy Robin Barraclough, CMO Emmi...
Transcript of Driving Digital Dairy - CMO Conference€¦ · Driving Digital Dairy Robin Barraclough, CMO Emmi...
Driving Digital Dairy
Robin Barraclough, CMOEmmi Management AG
Rüschlikon, 25.09.2015
Introducing Emmi
(Digital) challenges & opportunities
Digital Marketing @ Emmi
The future that is to come, maybe
Key production sites outside Switzerland
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USA: PlattevilleEmmi Roth USA
USA: MonroeEmmi Roth USA
Austria: Nüziders
Chile: PitrufquénSurlat Industrial (Kaiku)
Chile: LoncocheChilesur (Kaiku)
Spain: PamplonaLàcteos de Navarra
Tunisia: MahdiaCentrale Laitière
Italy: PeroRachelli
USA: ArcataCypress Grove Chèvre
Mexiko:Mexideli 2000
Italy: Gattico
Italy: Rancio ValcuviaA-27
Netherlands: BergenAVH dairy trade B.V
Ger: Münchehofe, Dechow,Gläserne Molkerei
France: AvignonEmmi Ambrosi
Switzerland and Beyond
Emerging markets, emerging communication, established digitalisation
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Our BIG challenges
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Globalisation
Price pressure Technological change
Digital changeFood trends
changing Retail
Digital impact on Emmi
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Suppliers
Consumers
RetailVALU
ECH
AIN
WholesaleManufacturing Distribution
Media
Value Chain
Consumer
New World shopping
New shopping experiences Store guidance
PersonalisationSmarter Shopping
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Dynamic Dairy??
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Natural
Tangible Products
Engineered
Service
Introducing Emmi
(Digital) challenges & opportunities
Digital Marketing @ Emmi
The future that is to come, maybe
Digital – a challenge and a blessing!
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Challenge» Niche communication» 1-to-1 Communication» Power to the community
direct communication & closer tiesto our target audience
Digital - more, more, more…
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or
Moretouchpoints
Morechannels More
HEADACHE!?
More profit???
More sales???More data
Frufoo – the «Kinderüberraschung» in dairy until 2000
An example of a digital headache in 2012
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The power of the «We want Fruffoo back Petition» caught us by surprise
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23’322 Fans on Facebook signed up for the petition
Our challenge:
Ø No product
Ø No factory
Ø No business case
Ø No chance!
«I want Frufoo back» Facebook Petition
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Frufoo Fans:§ Was 5-8 years old in 1994/5
> 25-30 year now§ UK and GER
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Emmi Caffè Latte our success story
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Our Consumers
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Lisa MarcYoung, educated,
socially active,keeps fit and
enjoys good food.Always connected,
enjoys work butprefers spendingtime with friends.
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Basis Online: Deutschsprachige Gesamtbevölkerung 14 Jahre und älter; Online-Nutzung Mo-Fr 2 Stunden oder länger indiziert an E14+;Basis TV: Bevölkerung 14+ Fernsehp.(D+EU), personengewichtet, zeitversetzte Nutzung: produktbezogen, 01.01.2013-31.12.2013: Ø Sehdauer TV indiziert an E14+Quellen: Online: Best for Planning 2014-I; TV: AGF/GfK; TV Scope / plan.net Insights
TV, still the most efficient channel – but no longer enough
183 178
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135129
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14-19 years20-29 years30-39 years40-49 years50-59 years60-69 years 70+ years
Online
TV
Usage of Internet and TV by AgegroupIndex (100=adult 14 y.o. and above)
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Facebook provides 100% reach…
No. of Lisas &Marcs in
Switzerland
ca.1’050’000http://www.bfs.admin.ch/
(Switzerland, males+females, 19-29 years)
No. of Lisas &Marcs onFacebook
ca.1’000’000Facebook Ad Planner
(Switzerland, males+females, 19-29 years)A perfect fit
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360°
Emmi Caffè Latte 360° marketing activation
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Emmi Caffè Latte – Online Tools
Video Ads (TVC + Tag-On) Online Ad Banner
Social Media
E-Mail Campaigns
Homepage Teaser
Daily / Weekly ReminderNewsletter
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Influencer (Instagram UK & GER)
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Online Video(Pre-Rolls)
1’069’535Impressions of
1’032’368 planned
YouTube245’934 views CH
42’771Clicks
6’933’922Impressions
127’426Clicks
11’191’957Impressions Facebook
576,049Impressions Twitter
Displays & Mobile
Facebook &Twitter
Emmi CL FreshkicksSwiss Results
Total Likes
Total CommentsTotal Interactions
Blogger
Great for reaching out, too much hard work for interactive communication?
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Facebook Fans: 181’742
Twitter Follower: 17’491
Instagram Subscriber: 5’579
YouTube: 435 subscribers
Freshkicks: + 17’463 Fans on Facebook
Freshkicks + 1’054 Followers on Twitter
+ 1’671 Followers on Instagram
+ 65 on YouTube
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100 days of freshkicks
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Daily Prize:iPhone 6
• Make a #freshkick• Take & upload picture• Take part in the raffle
265 k images23 k participants 50% 2+
Introducing Emmi
(Digital) challenges & opportunities
Digital Marketing @ Emmi
The future that is to come, maybe
Global alignment oncommunication strategy
One unified face to consumers,customers globally
Significant gains in efficiency(one agency, one copy, one hub,local SOME support)
Reaching markets without a localmarketing organisation
Digital transformation: simplifying our marketing reach
AMERICAS
BENELUX
DACH
SCANDICS
UK
…
ASIA
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http://www.marketingverband.de/fileadmin/der_dmv/studien/DMV-Studie_Marketingorganisation_der_Zukunft.pdf
Abundance of dataNeed for analytics, continuous evaluation/learning
Speed!shorter product and technology lifecycles: immediateknowledge, service here and now
AutomisationNew processes, new applications
OrganisationHow to design your marketing team for the future
Individually tailored, communicationwith specific topics
More insights ,more potentialdifferentiation, more personalisedservices and messaging – more work?
Real-time communication
Intelligent software, the internet ofthings, intelligent systems
Digital agencies vs digital departmentsvs digital brand managers?
Digital challenges for the marketing organisation of today
Channel explosionold mass media under pressure to adapt from acomplex array of social media
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Introducing Emmi
(Digital) challenges & opportunities
Digital Marketing @ Emmi
The future that is to come, maybe
How appealing is the future? «The battle for space on your body»
Navigation
Environment
Data Networking
Location
TargetedMarketing
SocialConnection
Smart Access
Digital clothing
MovementSensing
Health
Sleep Monitor
Activity Tracker
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Time for FondueIndicator
Emmi Caffe Latte trigger
§ Image: Drone film (Heinz Hodel)
Digital Dairy – what can it do for us?
Change our Milk dramatically? ??????
Digital Dairy – what can it do for us?
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Build Brand Awareness? YES, IT CAN!
Digital Dairy – what can it do for us?
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» Image: Film of Supergeil Edeka (Mackat)
Reach New Targets? YES, POSSIBLY…
Digital Dairy – what can it do for us?
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Reach New Targets? YES, POSSIBLY…
Digital Dairy – what can it do for us?
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Build Brand Loyalty? No doubt, but..
Digital Dairy – what can it do for us?
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TRIGGER IMPULSE? PROBABLY….
Digital Dairy – what can it do for us?
Support NPD? NO DOUBT!
Digital Dairy – what can it do for us?
ENSURE AVAILABILITY? WHO KNOWS?
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Thank you for your attention!