Case study : Friends of Glass

Case Study: Friends of Glass

Social Media Summit, Brussels

‘Endless Lives of Glass’ 2016 campaignBenjamin Fox / @bnfx

HELLO!

@bnfx

@bnfx

NAME: BENJAMIN FOX

FROM: LONDON, UK

ROLE: DIGITAL CREATIVE & SOCIAL MEDIA STRATEGIST

WORK: WEBER SHANDWICK

LOCATION:BRUSSELS, BELGIUM

MY PROFILE

@bnfx

My job, as a Digital Creative and Social Media Strategist, means that I’m involved from the absolute beginning of client challenges; planning all elements of strategy, starting from insights to content production, community management, paid advertising, creative input, ongoing analytics, KPI delivery and linking it back how we solve client’s business challenges.

MY ROLE

““

@bnfx

MY PORTFOLIO

CASE STUDY: FRIENDS OF GLASS‘ENDLESS LIVES OF GLASS’

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WHAT IS

FRIENDS OF GLASS?

In a nutshell – Friends of Glass is a community which supports everything about glass packaging. In a slightly bigger nutshell, Friends of Glass advocates a lifestyle which includes glass for three main reasons: health, taste and sustainability.

Glass is the only packaging material available that is 100% endlessly recyclable. Glass is made from all natural materials and is infinitely recyclable without a loss in quality or purity.

@bnfx

A CENTRALISED APPROACHThe Friends of Glass campaign is devised using a Centralised approach, disseminating social media content across 11 markets

•Austria •Croatia•Czech Republic•France•Germany•Italy•Poland•Slovakia•Spain•Switzerland•United Kingdom

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DEVELOPING A NARRATIVEOnline behavioural research defined the following narrative…

Glass Bottle-to-Bottle Recycling is the beating heart of a true ‘win-win’ story.

It is for people who want to do something real, but also take simple steps to save our planet.

Let’s help people to make the right packaging choice for their preferred food and drinks across Europe.

Awareness

Community

Action

Influencers

OBJECTIVES

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A STRATEGIC OVERVIEWTo achieve our objectives, we guide our target audience groups through the funnel (left), using the criteria (right).

Educating• Viewing social media content• Watching ‘Talking Bottle’ video content

Inspiring• Becoming a ‘Friend’• Visiting the FoG website

Participating• Sharing FoG content• Contributing to the online ‘Community’

Advocating• Actively recycling• Advocating FoG within their network

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OUR ‘TALKING GLASS BOTTLES’

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THE MAIN EVENT

Short ’candid camera’ videos created

in France, Germany, Italy, Poland,

Spain and the United Kingdom…

Featuring celebrities from each local market as the

‘voice’ of the bottle…

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SUPPORTED BY ‘TEASERS’

Social referrals from this content produced over 10,000

additional views

Using ‘teaser’/ short footage to drive users to the HERO video content

really does work…

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… AND OUR CELEBRITIES

Using ‘teaser’/ short footage to drive users to the HERO video content

really does work…

Leveraging the strong social networks of our celebrities created

impactful results…

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TACTICAL PAID ADVERTISINGTactically utilising paid media advertising to attract users to our social media channels and published posts, online assets and HERO video content across FB, Twitter and YT.

By targeting Europeans in the countries and interests that we are

interested in, we can maximise impact and lower the cost per action

CPM = < 0,01€CPV = 0,05€CPE = 0,10€

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KEY INFLUENCER ENGAGEMENT

Reaching the right mix of consumer, recycling-friendly, glass-appropriate

audience requires extensive research and a tailored approach

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ONLINE HUB

Website re-designed with a clear, concise call-to-action embedded

centrally and social sign-up options

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CAMPAIGN HUB

Driving users to the survey results is important, but enabling people to

choose the data that they’re interested in, visually, is critical

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ON-MESSAGE CONTENT

Recycling-friendly content pushes the key messages whilst also retaining

the interest of our audiences

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CAMPAIGN CONTENT

We always push the campaign content, but mix up our approach of

delivery and content formats

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FUN CONTENT

Fun content keeps our audience, particularly young people, engaged

and allows for instant sharability

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RESULTS (TO DATE)

4,5 million+ video views

25 million+engagements

107,000+Friends of Glass

45 million+ Europeans reached

2,000+ comments

32%+Community increase

AWARENESS ACTIVATION COMMUNITY

10,000+shares of social content

16,000+website visitors

BECOME A

FRIEND OF GLASS

If you want to help save the planet, do your bit for the future generations, like the look of the social media content or all of the above…

CHOOSE GLASS.

BUY GLASS.

RECYCLE GLASS.

Find us on Social Media:

@FriendsofGlass on

@FriendsofGlass on

Friends of Glass on

Or at our website:

www.friendsofglass.com

THANK YOU

Social Media Summit, Brussels

Benjamin Fox / @bnfxbfox@webershandwick.com