Марина Григоренко. Digital Director Zenith Лилия Джура, Nestlé Ukraine, Group Brand Manager «СВІТОЧ» Феномен вовлечения в эру мессенджеров, или как Світоч® сделал подарок пользователям Viber

1. 1
Thephenomenon ofengagement for
alwaysconnected users,
or
How Svіtoch granted agifttoViber users

2. Always-on,
connected world
presents a big
opportunity and
challenge for
brands

3. 9 206 346 872
Impressions of internet ads
monitored in Ukraine per month
523
Impressions per 1 user in Ukraine
per month

4. In a typical month
47% online users
are reached with internet ads of
chocolates
46 575 970
Impressions of internet ads of
chocolate brands in Ukraine per
month
52%
Were viewable contacts with
chocolate ads

5. 13%online users in Ukraine
block ads2,6 mln
online ad blockers in UA
+23%
growth of online ad
blockers in 2016 vs. 2015

6. Contentjourney
=
customerjourney
According to a 2015 IBM Digital Experience Survey
77%
of ad blockers are willing
to view some ad formats
38%online users worldwide
are positive to
reading/watching
content from brand

7. 40 apps installed
17 apps used per day
9 external apps used per day
Mobile
messagingapps
areheretostay
incustomer
journey
#1 in
Ukraine

8. #1 in
Ukraine
Top mobile apps in Ukraine,
monthly reach of mobile users
19,4 mln registered users
11,7 mln monthly users

9. It’s the era of mobile messenger
apps and stickers
Stickers are #3
by popularity
function for
Viber users

10. 10
Why stickers?

11. 11
Why stickers?
Mass exposure
Daily frequency
Non-intrusive
Personal & experiential
Viral

12. 12
Stickersprovidenewtoolsforbrand
attributescommunication
From To
Traditional coverage
building
Engagement
experience

13. 13

14. BrandedSvitochStickersinViber– toown
Christmasfestivity asattribute ofHappiness

15. 15
Paid
media
Earned
media
Owned
media
Maximize
reach
Visualize
attributes
Engage for viral
sharing

16. 1 000 000
installed
in
18 days
1 830 000
installed
in
2 months
25 723 068
messages in
earned media
 Mass covered
 Highly visible
 Shareable
 Integrated in
conversation that
resonates with user

17. Brand was not only
able to inspire the
conversation
but
Svitoch brand was
the topic of the
conversation

18. CPE
CPR
Reach
2 times lower
cost per coverage
2 times lower
cost per engagement
2 times higher
viewable coverage
Svitochcreatedagreatfanexperience
inmosteffectiveway
Compared to direct
ads online
Compared to direct
ads online
Compared to direct
ads online

19. 19
1,8 M+
downloads
2 months
25,7 M+
stickers sent
2 months
1,6 M+
downloads
first month
16,4 M+
stickers sent
first month
345 K+
downloads
first 96 hours
6,3 M+
stickers sent
3 weeks
<<

20. Choose yourmostfavoritesticker:
1 2 3 4 5

21. Ratingofpopularoccasions viastickers
1 2 3 4 5

22. 22
Choose messenger with mass reach of TA
Engage with users in long-term communication
Evaluate earned media effect
Nexttimesayitwithstickers
Create branded content linked to lifestyle
occasions