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trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : [email protected]
CASE STUDY | FASHION
In order to enhance awareness and market insights on the Havaianas Rain Boots, we ran a campaign combining massive digital seeding and product and category research. The campaigns were orchestrated by trnd in France, Spain, Portugal, Italy and Germany; and by trnd’s partner, BzzAgent, in the UK.
Campaign Details
The trnd Word-of-Mouth Marketing campaign format *IdeaWOM is designed to transform connectors into products/brands consultants by integrating them actively into marketing processes and asking for their opinion. We created a project microsite and we invited the trnd-members to take part in the biggest European style debate about Havaianas and its Rain Boots collection.
The process
Seed Involvement Consumers’
insights
Winners
Invite 555,044 Women
Engage 66,781 Participants
Thank you 200 Gift packages
Overview of the Havaianas IdeaWOM campaigns.
Country Campaign duration
France 09.10.2013 – 06.11.2013
Germany 09.10.2013 – 06.11.2013
United Kingdom
15.10.2013 – 12.11.2013
Spain 05.11.2013 – 03.12.2013
Italy 12.11.2013 – 10.12.2013
Portugal 12.11.2013 – 10.12.2013
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : [email protected]
CASE STUDY | FASHION
Participants activity
Havaianas France Germany Spain Italy Portugal
Women invited 71,852 297,829 88,222 69,844 27,297
Participants 14,055 17,016 12,892 16,417 5,401
Surveys completed
17,236 17,780 18,266 23,764 7,545
Comments 6,166 7,719 7,643 21,133 3,226
Visits 67,991 61,590 56,907 79,403 25,063
Page views 164,858 143,316 141,991 256,464 67,272
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : [email protected]
CASE STUDY | FASHION
8 posts published on the blog
45,887 comments on the blog
50,853 answers to the opinion polls
Blog
Contact with the company
Introduction of Havaianas team on the campaign blog.
This increases the involvement of the connectors and
gives the brand a face.
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : [email protected]
CASE STUDY | FASHION
[Source: Application forms, n= 65,781]
38% 41%
73%
20% 22%
6%
7% 7%
8%
7% 6%
9%
21% 21%
11%
29% 26%
18%
34% 31%
8%
44% 46%
67%
0%
20%
40%
60%
80%
100%
Total(n=65,781)
France(n=14,055)
Germany(n=17,016)
Spain(n=12,892)
Italy(n=16,417)
Portugal(n= 5,401)
Yes, I have already bought aproduct of the Havaianasbrand
Yes, but I never bought aproduct of the Havaianasbrand
Yes, I think I had heardabout Havaianas before
No, I did not know aboutHavaianas before thisproject
“Did you know the brand Havaianas before this project?”
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : [email protected]
CASE STUDY | FASHION
6,3 5,9
6,2 6,3 6,5 6,4 6,4 6,1
6,4 6,4 6,6 6,5
Total France Germany Spain Italy Portugal
Initial measurement Final measurement
[Sources: Initial measurement, n = 45,052 Final meausrement, n = 39,605]
“What is your general impression of the Havaianas Rain Boots? (Scale from 1 “Very negative” to 7 “Very positive”)?”
Page BzzAgent Proprietary & Confidential 2013
CASE STUDY | FASHION
28%
81% 84% 91%
Havaianas Wellies Havaianas Brand
Pre
Post
Overall Opinion (UK)
+56 +10
Benchmarks Product (Opinion) Brand (Opinion)
BzzAgent UK: 39% -> 78% (+39) 60% -> 89% (+29)
n = 775 *Data based on Pre & Post Campaign Surveys
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : [email protected]
CASE STUDY | FASHION
“Did you already know about the Havaianas Rain Boots before this project?”
65% 72%
87%
56% 61%
40%
11%
11%
7%
12% 12%
16%
22% 16%
6%
30% 26%
43%
1% 1% 2% 1% 2%
0%
20%
40%
60%
80%
100%
Total(n=44,986)
France(n=9,517)
Germany(n=9,121)
Spain(n=9,934)
Italy(n=12,390)
Portugal(n=4,024)
Yes, I have already boughtthem
Yes, but I have not boughtthem yet
Yes, I think I had heardabout them before
No, I did not know theHavaianas Rain Boots beforethis project
[Source: Initial Measurement, n = 45,098]
trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : [email protected]
CASE STUDY | FASHION
555,044 women were invited on trnd and BzzAgent. 38% of the participants (G0) did not know the brand and 65% did not know the Havaianas rain boots before the project (cf. Initial measurement). Visits: 290,954. Pages view: 773,901. A total of 54,258 online brand touchpoints generated (incl. comments, photos, articles, reviews, tweets, etc.).
Aw
aren
ess
2,008,768 conversations on the trnd campaigns and 261,001 conversations on the BzzCampaign. The guarantee was of 600,000 conversations. Online reach of 906,530 of the 54,258 UGC.
WO
M
trnd the real network-dialogue, S.L. Contact : Elise Gazengel 4 Cité Paradis 75010 Paris France
Phone (+34)934 537 271
Fax (+34)934 514 288
E-mail [email protected]
Web www.trnd.fr/company
