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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’
@bnfx
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
@bnfx
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…
@bnfx
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…
@bnfx
… 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…
@bnfx
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€
@bnfx
KEY INFLUENCER ENGAGEMENT
Reaching the right mix of consumer, recycling-friendly, glass-appropriate
audience requires extensive research and a tailored approach
@bnfx
ONLINE HUB
Website re-designed with a clear, concise call-to-action embedded
centrally and social sign-up options
@bnfx
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
@bnfx
ON-MESSAGE CONTENT
Recycling-friendly content pushes the key messages whilst also retaining
the interest of our audiences
@bnfx
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
@bnfx
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
