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Brief
Use the Evian status as the official water of the Wimbledon Championships to engage the target heavier audience online.
Leverage the Evian sponsorship and use tickets as an eyeball capturing acquisition tactic leading us to then engage our users through interactive content and data capture.
Evian appointed Fantastic Thinking to create the campaign website www.EvianatWimbledon.com ensuring Evian was the only water on Centre Court this year and the conception of @EvianInsiders bringing all the fashion, style and glamour surrounding the Wimbledon Championships via live tweets pre, during and post championship.
Strategy
As is well known, Wimbledon is far more than just a tennis event, it is the height of the summer social circuit, with the event being as iconic (maybe even more so) than the events on court. We looked to continue to build on this and capitalise on the insight of it being somewhat of a magical event, allowing escape from all the current doom and gloom.
We knew that Evian heavier users (and their look-a-likes) were the key target for the summer campaign. Being responsible for large volumes of our sales, it was key to build a relationship with them, Wimbledon being a key asset to facilitate this. We know that this audience are office based, and therefore spend a large proportion of their day at a computer. We also know that they spend significant amounts of time on the internet, be it shopping, communication, or entertainment. As we were keen to build our loyalty with them it was key that Evian was present in the places that they chose.
Our target audience was 20 – 40 ABC1 London centric mainstream web users. They included the 'golden youth' demographic — affluent 25-34-year-olds who grew up with a lot of technology. They use the internet daily as part of working lives, having it at their finger tips makes their social lives easy to cross into. They have one or more ‘high end’ digital devices means even on the move they are using digital communications.
Knowing how tech savvy our audience were and the strong appeal of Wimbledon we knew online activation would work and even gave us the ability to test out some more emerging technologies like Twitter.
The overall creative strategy was the same as the previous year – Evian at Wimbledon. We however overlaid a social media strategy onto the creative themes.
We knew that whilst our audience would visit on average 50 different websites per week, we knew they were spending 95% of their browsing time on 3-5 sites. It was imperative we engaged our audience on theses 3-5 sites. Through having no media budget we ensured a robust content and social media strategy was in place.
Part 1 – all content on the site was made as interactive, engaging and syndicate’able as possible allowing users to take the content with them.
Part 2 – we identified where our audience would already be and started to communicate with them – Twitter, Facebook, YouTube and FlickR
Execution
Initial analysis showed us the Evian heavier target audience skewed very heavily towards London with a strong appeal for fashion, glamour and celebrity. We developed a multi faceted campaign ensuring we targeted our audience through a range of digital touch points which index highest against our target. As an acquisition mechanism we were able to use tickets to the Championship as USP.
Use the Evian status as the official water of the Wimbledon Championships to engage the target heavier users audience online.
We were able to leverage the Evian sponsorship and use tickets as an eyeball capturing acquisition tactic leading us to then engage our users through interactive content and encourage data capture.
Creation of www.EvianatWimbledon.com microsite ensuring Evian was the only water on Center Court this year and the conception of @EvianInsiders bringing you all the fashion, style and glamour surrounding the Wimbledon Championships via live tweets pre, during and post championship.
Overhaul of the existing site inc:
• interactive content, updated imagery & video giving users a reason to return
• enhanced social functions allowing users to take the content with them
• improved SEO ranking on keywords
• premium aesthetic design & development
• competition mechanic giving users multiple opportunities to win a Wimbledon VIP experience
• user profiling through data capture
Micro CRM campaign keeping users informed of the latest site Championship updates & further promotional opportunities.
Viral component allowing users to play & challenge users to a trivia based Wimbledon Q&A game.
Engagement banners on the official Wimbledon.org site – 3 different creative’s were tested in the week prior to the tournament so during the fortnight only the most efficient banner creative was served ensuring maximum CTR.
Twitter campaign – Planning, management and administration of @EvianInsiders Pre, during & post Championship we tweeted on all the fashion, style and glamour surrounding Wimbledon. Having access to the championship meant we were able to supply live real-time tweets ensuring a growing following. We also used competition mechanics giving away tickets via twitter for the next day to target our London centric audience.
Creation of an EvianInsiders Flickr photo stream to maximize all of the content we received from other sources (PR, Getty photographer, experiential team etc) throughout the fortnight. http://www.flickr.com/photos/evianinsiders
Results
We generated a 154% increase of website visitors resulting in a 219% increase in dwell time with a 424% increase on registrations compared with the previous year.
A set of optional tactical purchase questions were asked post registration. 65% of all registered users opted to answer the questions showing us we had hit 84% of our heavier audience.
Natural search ranking improved on both Google.com (15th to 10th) and Google.co.uk (12th to 2nd)
YouTube and FlickR drove 2500 incremental new visitors from very little investment.
Twitter activity provided excellent qualitative feedback on the activity:
“Great prizes, maybe more comps each day + maybe more updates on matches generally. Thanks for a great Wimbledon coverage.”
“I really enjoyed the coverage and thought the content and frequency were about right. would have liked more pics/exclusives.”
“will miss the coverage now that Wimbledon is over or is this not the end for EvianInsiders?”
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