The Female Social Network Case Study - Fresh Produce Social Media

© COPYRIGHT 2016 Bendalls Group Pty Ltd
The Female Social Network
Turning Digital Disruption into an
Advantage for Fresh Produce
Case study of Pure Gold Pineapples

How do you reach
1,300,000
in your target audience
when traditional media is no
longer as effective!
people

But first, why is traditional media
no longer working

The change in media consumption
TV / Movies

TV Decline
§ 1 in 7 Australians now watch no Commercial TV
§ 7.7 million Australians 14+ (40%) now stream or
download video, TV or movies in an average four
weeks; among those who don’t watch any Commercial
TV, 54% stream or download televisual content—a
majority for the first time in 2015.
Source:RoyMorganSingle Source

How we listen to
Music / Radio

Radio Users Shifting to On-Demand Streaming
Globalgrowthof Spotifypaid users
• Users shifting from live listening
to on-demand.
• On-demandmusic has increased
93% year on year.
• Take up of Spotify,Tidal,
Apple Music & Pandora rising.
• Hard to reach your audiencewhen
they have more ways to listen to
music.
0
5
10
15
20
25
30
35
Jul 10 Mar
11
Jun
11
Nov
11
Jan
12
Aug
12
Dec
12
Mar
13
May
14
Nov
14
Jan
15
Jun
15
Mar
16Subscribers in millions

Internet of things
Loading

Internet Data Download Growth
Rapid increase ofdata downloads
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Dec-07 Dec-08 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 Dec-14 Dec-15
VolumeofDownloads(TB)
Subscribers(000)
Number of Subscribers and Volume of Downloads, 2007-2015

When do you last buy
a newspaper?

Goodbye Newspaper Print Ads
• Users shifting to differentsources
• Rise ofthe citizen journalist
• Massive loss ofreadership
10
12
14
16
18
20
22
24
2010 2011 2012 2013 2014 2015 2016
Millions
24M
14M
18M

Even when you advertise on a website
Does your
audience see it

GlobalAd Blocking Growth
July 2009 July 2010 July 2011 July 2012 July 2013 July 2014 July 2015 March 2016
39M
30M
21M
54M
121M
200M
• Blocking digitalads continues to build
• Usage grew 41%YoY (2014to 2015)
Global monthly active ad
Blocking software users

So what do you do now
to
reach
your target audience

So what did we do for
Pure Gold Pineapples
Messaging
Advocacy Partnership
Recipes
Activates
Brand awareness
Category Where to buy

Hear about our unique advocacy program
targeting 1.4 million Australian mums.
steve@bendalls.com.au

Blogs
• Farm visit
• 20,000 Page Views
• 393 Shares
80,000 People Reached

Activities

On Brand

Results
35,540 Likes
14,646 Shares
1,300,500 People Reached
Most ever Pineapples ever sold

Full Case Study
available

How can your brand be part of the
Bendalls Advocacy Program
• The Female Social Network (1.4 million mums)
• Youth Social Network (200,000+)
• SME Social Network (reach over 120,000 small
businesses)

Contact
To see the full presentation

The Female Social Network Case Study - Fresh Produce Social Media

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