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trnd-havaianas_case-study

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Business & Mgmt

Published on March 10, 2014

Author: svenmulfinger

Source: slideshare.net

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trnd Havaianas Case Study
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trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr 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 : presse@trnd.fr 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 : presse@trnd.fr 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 : presse@trnd.fr 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 a product of the Havaianas brand Yes, but I never bought a product of the Havaianas brand Yes, I think I had heard about Havaianas before No, I did not know about Havaianas before this project “Did you know the brand Havaianas before this project?”

trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr CASE STUDY | FASHION 6,3 5,9 6,2 6,3 6,5 6,46,4 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”)?”

PageBzzAgent 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 : presse@trnd.fr 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 bought them Yes, but I have not bought them yet Yes, I think I had heard about them before No, I did not know the Havaianas Rain Boots before this project [Source: Initial Measurement, n = 45,098]

trnd – 4 Cité Paradis – 75010 Paris – Tel + 34 9 34 53 72 71 – E-mail : presse@trnd.fr 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.). Awareness 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. WOM

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 elise@trnd.fr Web www.trnd.fr/company

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