Checkout:

From Coca-Cola to Cacharel

How the FMCG sector is stocking up on the online opportunity
Contents

introduction 4
why online? 6
key fmcg audiences 8
case studies 1 12
— Building brands
case studies 2 17
— Exploring new frontiers
case studies 3 23
— The art of conversation
case studies 4 31
— Online advertising driving offline sales
conclusion 35
customer reference matrix 36

For more information visit: http://advertising.microsoft.com/europe

 Introduction

We live in an ever more connected world where “going online” is no longer viewed as a distinct activity.
Online activities reflect and support our needs and motivations, and hence they’ve become integrated
into our daily routines.

Checking email, signing into instant messenger, and browsing
through our favourite shops—all of these activities give us
a sense of familiarity. But the internet also generates a high
proportion of spontaneous activities, hence the term “surfing
the net.” In this state, we are open to distractions that lead us
away from familiarity to anticipation, surprise, and delight. There
are fantastic opportunities for advertisers within either context.
Even as we face a challenging economic outlook, the growth
rate of online ad spend worldwide will continue to be higher
than other media. The precise measurability of online
advertising drives accountability in marketing spend, while
delivering true engagement between brands and consumers.
While FMCG organisations understand and use the online
medium as part of the marketing mix, to embrace it further,
clear links between online activity and in-store behaviour—
see, for example, the Kellogg’s and McDonald’s case studies—
must be shown.
Online advertising offers a cost-efficient form of marketing,
a form that supports customer relationship management
initiatives and drives direct consumer interaction. The case
studies in this compendium provide great examples of how
FMCG organisations continue to innovate to attain direct
consumer-to-brand interaction.

Go back in time to the beginnings of modern advertising

and you’ll find a fast moving consumer goods (FMCG)
product—Pears Soap—cited since the 19th century as an Tim Lumb
advertising success story. The stories in this booklet reveal Senior Research Analyst EMEA,
how FMCG organisations are still at the centre of innovative Microsoft Advertising
advertising today.

 For more information visit: http://advertising.microsoft.com/europe

Uptake of digital media
Average hours per week Games
100
Uptake of digital media Wireless
• 2020: 80% of all media digital
Games
80
Average hours per week
• 2010: 66% of100all media digital Outdoor
• 2007: 50% of all media digital Wireless
80
• 2020: 80% of all media digital
• 2010: 66% of all media digital
Cinema
Outdoor
60 • 2007: 50% of all media digital
Digital
Cinema radio
60
Digital radio
40
Analogue radio
40
Analogue radio
Digital
Digital TV TV
20 20
Analogue
Analogue TV TV
Internet
0 Internet
0
1900 1920 1940 1960 1980 2000 2020 Print
Year
1900 1920 1940
Source: Carat
1960 1980 2000 2020
© World Association of Newspapers 2007—2008
Print
Year

Source: Carat © World Association of Newspapers 2007—2008

For more information visit: http://advertising.microsoft.com/europe 

 Why online?
How much time is spent online?
An ever-increasing amount of time is being spent online. In
Europe, time spent online has been growing year on year to a
current average of 12 hours per week per person.*
The internet is the second most used form of media—behind
radio during the day and TV in the evening and at night. As
connection speeds and wireless networking become more
commonplace, the PC is moving out of the bedroom and
home office, and into the living areas of the household, further
increasing access and usage times. Relevant to the FMCG
sector, family groups are particularly engaged with the online
medium. Around 73 percent of people living with children are
logging on to the internet each week, compared with only 52
percent of those without children.** Furthermore, internet
use is close to reaching saturation point among the key 16
to 24-year-old market, with nine out of 10 using it each week
across Europe.*
* EIAA Mediascope 2008, **EIAA Family Affair 2008,
 For more information visit: http://advertising.microsoft.com/europe
What are consumers doing online?
While traditional media offers a predominantly “push”
experience centred around two functions—information and
entertainment—communication is the “glue” of the online
experience, enabling a dialogue with consumers—in contrast
with the monologue of traditional media. Thirty-eight percent
of online activities involve communication+.
Communication—be it instant messenger, email, social
networks, or voice over IP (VoIP)—seen within the wider
consumer–advertiser context, presents interesting
opportunities for advertisers. For example, advertising around
conversations as well as content, identifying appropriate
spaces for advertisers in the connected environment, and,
ultimately, acknowledging when to “push” out the marketing
message and when to “pull.”
+Microsoft Advertising research: Context Matters 2007
For more information visit: http://advertising.microsoft.com/europe 
 Key FMCG audiences
Mums
While FMCG covers a wide variety of audiences, perhaps the
backbone audience is mums. Through their management of
the family and home they are responsible for a broad range of
FMCG purchases.
In the UK, 90 percent of mums use the internet every day for
personal reasons—it’s part of the daily routine, but also an
escape for some much needed “me time” spent catching up
on TV, browsing, shopping, and keeping in touch with friends
and family.
Recent Microsoft® Advertising research conducted in both the
UK and France illustrated that the web helps mums in four key
areas: keeping in touch, family organisation, personal fulfilment,
and entertainment. Advertisers can use these findings to
target specific digital solutions at mums, based on the different
mindsets they adopt when engaged in these activities.
 For more information visit: http://advertising.microsoft.com/europe
Whether she works full time, stays at home, cares for a first child,
or organises a growing family, a mum is consistently the family’s
key decision maker when it comes to FMCG choices. A decision
maker who increasingly turns to the internet for help.
Time-constrained mums use email as their primary tool for
keeping in touch, be it with partners and kids, close friends, or
more distant family and friends. In the UK, 95 percent of those
surveyed used email, compared with 90 percent for landline
calls, 88 percent for text messages, and 85 percent for mobile
phone calls. Social networking, instant messenger, and VoIP
calls have started to emerge as vital tools for maintaining an
emotional bond with both nearby and more distant contacts
through mums’ changing circumstances.
Faced with organising most aspects of family life, mums are
increasingly dependent on the internet for information, advice,
reassurance, idea generation, and transactions. Convenience,
freedom from dragging reluctant children around shops—as
well as time and money savings—all played a key role in the
popularity of online purchases made by 78 percent of mums.
Money was managed online by 68 percent, while 94 percent
turned to the web for information, ranging from advice on
health and nutrition to planning days out and children’s
entertainment. Marketing solutions and branded advice often
played a key role in delivering this information.
Personal fulfilment was seen as a rare pleasure by many mums,
and was valued all the more intensely as a result. Pursuing
hobbies online, keeping up to date on news and gossip,
indulgent “me-time,” shopping, social networking, and blogging
all played a key role.
of web entertainment, undertaken by 47 percent of all mums.
Downloading music was also popular among all mums.
At the same time as revealing the role of the web in mums’ lives,
the research in the UK stressed the central role that mums take
in key household decisions, from organising finances to social
events and holidays. Despite mums being diverse and time-
poor, they are increasingly influential. The good news for online
marketers is that when mums are online they’re in a mindset
that suggests they’re open to advertising messages, especially
when online at home. Fifty-nine percent of mums say they are
entertained when online, and 58 percent say they are relaxed.
Only 10 percent of mums say they feel rushed when online.

The web’s role in entertainment increased noticeably for the

younger mums, particularly viewing video clips and online TV,
the popularity of which could grow given mums’ appreciation
of the practical benefits of services such as Sky+. Casual online
games, often played with children, were the most popular form

For more information visit: http://advertising.microsoft.com/europe 

 16 to 24-year-old men and women
FMCG organisations can tap into another key audience—16 to 24-
year-old men, particularly those with an interest in health and
in male grooming.
This audience is 45 percent more likely to be online than the
average European and over a third of their media time is spent
online—well above the average of one quarter. They also watch
less TV than the average European, read less print newspapers, and
listen to less radio.*
And it’s not just the men. For young women, the internet is a source
of trusted and reliable opinion. Around 56 percent read online
consumer reviews, and 36 percent visit the manufacturer website
before making a product purchase.* With strong social media
products such as Windows Live™ Messenger and Windows Live
Hotmail®, Microsoft® Advertising reaches 64 percent of 12 to 24-
year-old women online.**
*Forrester consumer technographics (European) 2007,
**ComScore July 2008 European aggregate

When online, they are highly engaged by community and

collaborative web activities—for example, blogs, wikis, reviews, and
social networks. In fact, young men are more than twice as likely as
the average European to create content, post comments, and read
comments.*

10 For more information visit: http://advertising.microsoft.com/europe

For more information visit: http://advertising.microsoft.com/europe 11
 1
Building brands
One of the key strengths of online advertising is its measurability,
not just clickthroughs and page views, but in terms of traditional
branding metrics such as awareness and association.

When looking at data aggregated from more than 700+

measured FMCG campaigns (see table), it is clear that online
advertising delivers significant brand effects. The cost to deliver
similar effects using traditional media highlights how online
advertising offers considerable return on investment.

Driving awareness and shaping brand perceptions is one of the

key strengths of the online medium. Microsoft® Advertising
reaches over two-thirds of all internet users worldwide—in
excess of 640 million people+—and FMCG organisations are
using mass reach to further fulfil their branding strategies.
Integrating the online approach to complement other media
achieves effective and cost-efficient branding.

+ ComScore Mediametrix Q3/08 (quarterly average)

12
Online FMCG Average all Food Consumables Drinks Household Health/ Beauty Pet food Personal care
campaign FMCG (%) (%) (%) (%) (%) Pharma (%) (%) (%) (%)

Aided brand 2.4 2.7 2.5 2.1 2.4 2.9 4.0 2.5 1.7
awareness

Online ad 6.9 7.3 7.3 8.0 6.1 7.7 5.4 5.7 6.7
awareness

Message 3.2 3.0 3.4 3.8 4.1 2.7 3.0 5.0 2.8
association

Sponsorship 8.2 12.1 9.7 8.6 n/a n/a n/a n/a n/a
association

Brand 1.7 1.7 1.7 1.8 2.2 1.4 2.3 1.0 1.8
favourability

Purchase 1.8 1.9 1.9 1.9 1.8 1.7 1.7 1.7 1.6
intent

Dynamic Logic market norms, 717 campaigns, last 3 years

Explanation: Down the side: Brand Metrics, Across the Top: campaigns by product type,
Figures: the average percentage point change resulting from exposure to online advertising campaigns. n/a: insufficient benchmarking data

13
 client Grolsch

industry  Food and beverages

country/region The Netherlands

Windows Live Messenger and

MSN get Grolsch in the groove

No-one can teach Grolsch about brewing beer or iconic bottle design. But Upcoming events were posted on a calendar “The collaboration between Grolsch,
and special offers on music-related items were
when it came to making a noise about its links with the Dutch music scene, Digilogue, and MSN was not only very
regularly made available. Ad designers made
the brand needed a promoter. The plan was to launch an online campaign sure the links between the brand and Grolsch- professional, but it led to especially
that engaged the young audiences that flocked to Grolsch’s sponsored sponsored events such as “Sensation” and good results. In terms of effectiveness
music events. It had to strike a real chord with music fans, capturing the “Lowlands” were crystal clear. there was an above-average result,
same energy and buzz normally found stage side. Campaign results which has further strengthened the
The campaign took the Grolsch brand where link between Grolsch and music.”
Client objectives it wanted to be—centre stage with live music
requirement Increase Grolsch’s relevance tom wilms ,
among its target market and create a ●B  oost brand affinity and preference among events. Independent research by Ruigrok Communication Channel Manager, Grolsch
visible link between the brand and music 18 to 24-year-olds NetPanel showed that the activity scored highly
target audience  18 to 24-year-olds ● Strengthen the link between Grolsch and among its target audience. Key metrics included:
live music ●2  9 percent of all 18 to 24-year-olds were
Live™
products used Windows
Messenger and MSN® Entertainment Creative solution reached by the campaign
solution Tab on Windows Live Microsoft® Advertising had both the skill ● 17 percentage point increase in purchasing
Messenger and microsite on the MSN sets and the advertising network to make the intent among those exposed to the campaign
Entertainment channel campaign a hit, building an innovative online ● 17 percentage point increase in awareness of
key results 
17 percentage point increase music experience around the campaign line sponsored events “Sensation” and “Lowlands”
in awareness of Grolsch-sponsored music “Hook up with Grolsch Music.” Top of the bill ● 10 percentage point increase in the number
events and 17 percentage point rise in
was a Windows Live Messenger tab followed of respondents describing Grolsch as
purchasing intent among sample group “popular” and “cool”
by a Grolsch music microsite within MSN
media agency Digilogue
Entertainment. Music fans listened to streams, ● 16 percentage point increase in the
viewed photographs and entered competitions “enjoyment” factor of Grolsch
to win tickets via the tab and the microsite.

14 For more information visit: http://advertising.microsoft.com/europe

 client Santa Maria
industry  Food and beverages
country/region Norway

Santa Maria Tex Mex

spices up the market with Microsoft

Tex Mex is an ideal party food—great for sharing. But for Mexican cuisine products, as well as online video from the “ We chose Microsoft Advertising
TV ads.
producer Santa Maria, when it comes to market competition, sharing is as our online partner because it
not on the menu. With the launch of its Red Fusion product range in During the campaign, MetrixLab conducted offers the best reach and targeting
research with 687 respondents to analyse ad
Norway, it created a multimedia campaign to boost awareness. Vibrant opportunities. The campaign
effectiveness.
online ads proved a winning ingredient in the “Tex Mex with a Twist” successfully raised brand awareness,
campaign, successfully appealing to 18 to 34-year-olds and driving sales Campaign results intent to purchase and the image for
The online ads gave people a real taste for the
across the country. “Tex Mex with a Twist”, driving offline purchases. the Red Fusion product range.”
Results from MetrixLab reveal that the campaign christian fure , Strategic Advisor Digital Media,
requirement Drive awareness and Client objectives significantly raised brand awareness among the Vizeum
purchase intent for Santa Maria Red ● Boost sales of Santa Maria Red Fusion target group of 18 to 34-year-olds in Norway.
Fusion products ● Engage audience with the brand Of all viewers, 27,291 clicked through to the Red
target audience  18 to 34-year-olds in ● Target consumers at peak buying times Fusion site. Top of mind awareness increased by
Norway ● Measure effects of online advertising 7 percent within the target group. Furthermore,
products used MSN® Home Page,
Creative solution 28 percent of exposed respondents said that
MSN Entertainment, Windows Live™ Santa Maria used the slogan “Tex Mex with a
Santa Maria teamed up with Microsoft®
Messenger, Windows Live Hotmail®, Twist” when advertising. The campaign also:
Windows Live Today Advertising, and media agency Vizeum to
create a recipe for success. Animated banner ●B  oosted purchase intent by 16 percentage
solution Santa Maria ran banner ads
across selected channels of MSN as well ads under the tagline “Tex Mex with a Twist” ran points
as Windows Live Messenger for two months across hand-picked channels, ● Increased spontaneous awareness by 11
including MSN and Windows Live Messenger, percentage points
key results The campaign boosted
purchase intent by 16 percentage points achieving 23 million impressions. ● Lifted aided awareness by 7 percentage
Tapping into consumer buying habits, Santa points
media agency  Vizeum
Maria targeted the ads on Thursdays to ● Positively shifted purchase consideration by
Saturdays, when sales of Tex Mex are at their 13 percentage points
highest. Viewers clicked through from the
banners to see the full range of Red Fusion
15 For more information visit: http://advertising.microsoft.com/europe 15
 client  Coca-Cola
industry  Food and beverages
country/region Spain

Coca-Cola tastes success with Microsoft

Coca-Cola had a thirst for online advertising. The web has proved to be Live Spaces placements, with those exposed to Windows Live Spaces and Windows Live
combinations of all three. Messenger combined
a recipe for success for leading global brands that want to engage with
● Lifted message association by 7
audiences worldwide. In Spain, Coca-Cola delivered a dynamic campaign Campaign results
percentage points
Overall, the study showed participants rated
called “Take the Street” that grabbed the attention of viewers. The
the campaign highly, with 52 percent of Windows Live Messenger and Windows Live
campaign was a great opportunity to show how online advertising packs a respondents saying they found the ads original, Hotmail achieved good performance levels for
punch when it comes to boosting brand metrics. and 35 percent liking the creativity. The research brand notoriety and purchase intention.
also showed that the campaign:
Windows Live Hotmail
requirement Measure the impact of Client objectives ● Increased spontaneous recall by 2 ● Increased top of mind by 4
Microsoft® products for branding ● Boost brand awareness percentage points percentage points
campaigns ● Increase message association and ● Positively shifted top of mind by 2 ● Raised purchasing intention by 2
target audience  13 to 22-year-olds advertising recall percentage points percentage points
products used Windows Live™ ● Boosted message association by 5
Creative solution Windows Live Messenger
Messenger, Windows Live Hotmail®, percentage points
The “Take the Street” campaign in Spain ● Increased top of mind by 2
Windows Live Spaces
encouraged people to cool off during the In the same results, MetrixLab highlighted the percentage points
solution Research methodology to scorching summer months by drinking a can power of individual Windows Live products to
study the effects of the “Take the Street”
of Coca-Cola outdoors. Campaign ads ran boost key brand metrics. “This research has demonstrated the
advertising campaign
across the Microsoft® Advertising and an online
key results Onlineadvertising is a competition offered iPods to the lucky winners.
Windows Live Spaces value that Windows Live brings to
fundamental part of Coca-Cola’s media ● Lifted message association by 6 our advertising campaigns. Crucially,
During the campaign, Microsoft Advertising
planning and Microsoft is key to boosting percentage points
brand awareness and MetrixLab measured the effectiveness of we can demonstrate that online
● Raised advertising recall by 8
the campaign by individual products, as well advertising is a fundamental part of
percentage points
as the effects of combined services.
● Positively shifted purchasing consideration our media planning.”
The results compared respondents who by 2 percentage points ana castro, Consumer Contact Planning
saw the campaign on one of Windows Live Manager, Coca-Cola Spain

Messenger, Windows Live Hotmail, or Windows

16 For more information visit: http://advertising.microsoft.com/europe

2
Exploring new
frontiers
The campaigns in this section highlight how FMCG organisations
are embracing emerging media platforms to innovate their
digital strategies. Backed by independent research, campaigns
including mobile and online video are enabling advertisers to
communicate with audiences across multiple platforms, which is
especially relevant to elusive youth segments.

17
 client Nivea

industry  Consumer goods

country/region United Kingdom

Cosmetic company captures user data

with mobile phone campaign

Nivea needed to boost the readership of its online magazine Fun Young
and Independent (FYI). This innovative magazine targets teenage girls
and advertises the company’s products. Nivea worked with ScreenTonic
to distribute banners across MSN Mobile, driving young women to a
microsite. Visitors added their email addresses to the FYI mailing list.
The campaign achieved a conversion rate of 15 percent.
requirement 
Capture user data for online Client objectives
magazine mailing list ● Develop a dialogue with teenage women
target audience Teenage women ● Maintain momentum for magazine website
after launch
products used Mobile phone advertising
● Send regular site news updates to target
on MSN® Mobile
audience
solution Mobile internet banners linking
to a microsite Creative solution
key results  119,000 page impressions Young girls today use a range of media to find
recorded information and stay in touch with friends.
Advertisers use many channels to create a
media agency Strange Corporation
dialogue with this audience. With this in mind,
global cosmetic company Nivea launched
online magazine Fun, Young and Independent
(FYI) to engage users with its Nivea Visage
Young brand. Following the launch, the
company needed to maintain the website’s
momentum. It searched for the most effective
channel for capturing users’ email addresses
to add to the FYI mailing list.
In December 2007, the company worked with The campaign effectively reached its
ScreenTonic to distribute banner ads across
target audience, capturing essential
MSN Mobile, the mobile internet site for the
Microsoft® Advertising network. The banners data by making it quick and easy for
enticed young female readers with the promise users to enter their details.
of “girly gossip, news and tips.”
The ads drove users to a specially designed
microsite that echoed the design of the FYI
website. Visitors filled out a single field to quickly
add their email addresses to the magazine’s
mailing list.
Campaign results
The campaign effectively reached its target
audience, capturing essential data by making
it quick and easy for users to enter their details.
Analysis by Microsoft Advertising shows that:
●1  19,000 page impressions were recorded
during the month-long campaign
● The ads generated an average clickthrough
rate of 0.55 percent.
● The conversion rate was 15 percent

18 For more information visit: http://advertising.microsoft.com/europe

client Unilever

industry  Consumer goods

country/region The Netherlands

Unilever scents success with MSN Video

Unilever wanted to increase awareness of its AXE Vice brand of deodorant of thousands of visitors to MSN Video every  ecause this style of advertising had
B
month, who each viewed the video an average
for men. The strategy took a series of highly successful TV ads and delivered success in the past, the
of 2.5 times. To confirm the efficiency of the
extended the campaign online to increase awareness among 18 to 24- package, market research company MetrixLab manufacturer wanted to extend the
year-old men. The key was finding a reliable hosting platform for running measured the impact of the campaign on the creative treatment into the online space
the ads and a media owner that could deliver an integrated campaign to overall audience, men in particular. and exploit the public’s enthusiasm for
maximise traffic. Campaign results watching video online.
Thanks to Microsoft, the popularity of the
existing TV ad surged significantly among the
target audience. Overall product awareness
requirement Use an existing video
Client objectives
increased, along with campaign message
commercial to boost brand awareness ●D rive product awareness for AXE Vice
association and purchase intent. Viewers
and intention to buy within target deodorant
watched the video, on average, more than
segment ● Target 18 to 24-year-old men
twice, and this pushed the overall rating to
target audience  18 to 24-year-old men ● Reinforce existing brand messages online
around 16 percentage points above the
● Increase target reach and purchase intent
products used MSN®.nl Home Page, MetrixLab benchmark for favourability. Among
Windows Live™ Hotmail®, MSN Video, Creative solution the men who saw the campaign, strong results
and Windows Live Messenger could be seen:
Microsoft® Advertising provided Unilever with
solution A selection of banner ads a fully integrated online campaign. It included
drove viewers to the “Respectable to ●P  urchase intent increased by 8
banner ads on MSN.nl Home Page, Windows
Naughty” TV video percentage points
Live Hotmail, and Windows Live Messenger.
key results Brand awareness increased
● Ad awareness increased by 16
The TV commercials ran concurrently on MSN
by 7 percentage points and purchase percentage points
Video. The campaign featured a Morgan
intent by 8 percentage points in the ● Brand awareness increased by 7
target market Freeman impersonator who discovers AXE Vice,
percentage points
and sees how it turns respectable ladies into
● Message association increased by 9
naughty girls. The campaign, which launched in
percentage points
January 2007, took advantage of the hundreds

For more information visit: http://advertising.microsoft.com/europe 19

 client Mars
industry  Food and beverages
country/region  Belgium
requirement Drive awareness of Mars
and personalise the brand in
consumers’ lives
target audience 
16 to 24-year-old
consumers. Extended: 16 to 34-year-old
consumers
products used MSN® Entertainment,
MSN Home Page, Windows Live™
Hotmail®, Windows Live Spaces,
MSN Video
solution A combination of online
video and flash banners running across
the Microsoft® Advertising network for
five weeks
key results The video and banners
outperformed the metrixlab benchmark
of 56 percent by increasing brand
recognition to 86 percent among
exposed French-speaking consumers,
and 91 percent among exposed Flemish-
speaking, who identified with Mars’
brand values—rating the campaign both
likeable and remarkable
media agency Space
20
Mars attracts hip young audience
with feel-good campaign
Mars wanted to confirm its position
as an iconic brand and personalise
Mars in consumers’ lives. The main
objective was to confirm its core
brand values: energising, enthusiasm,
and feel-good, to a target audience
of 16 to 34-year-olds. Its aim was
to drive consumers to its funky Feel
the Vibe website and encourage
listeners to tune into the Mars Mood
Synthesiser, a customisable online
juke box.
Client objectives
● Establish Mars as an energising, enthusiastic,
“feel-good” brand among 16 to 34-year-olds
● Reinforce the Feel the Vibe call to action
● Prompt respondents to visit the www.
feelthevibe.be website
● Encourage listeners to use the Mars Mood
Synthesiser
For more information visit: http://advertising.microsoft.com/europe
Creative solution ● The brand recognition score was 86
Mars delivered a unique, innovative campaign percent for French speakers and 91
using an energetic mixture of offline and online percent for the Flemish speakers,
media. For online, Mars worked with Microsoft surpassing the MetrixLab benchmark of
Advertising to create an iconic Feel the Vibe 56 percent and proving the video drove
concept, and ran a showcase featuring a Feel high brand awareness
the Vibe video, across MSN Entertainment, MSN
● Overall, the online campaign has been
Home Page, and MSN Video, for five weeks. Its
hip, young audience was treated to a pre-roll
evaluated as likeable, appropriate, and
remarkable
video, plus a banner on Windows Live Hotmail
and Windows Live Spaces—encouraging the ● Campaign effects show a successful
audience to visit www.feelthevibe.be. After they increase of Feel the Vibe message take out.
landed on the site, visitors were invited to use Approximately one third of the sample has
the Mars Mood Synthesiser—a funky online indicated the campaign has evoked interest
juke box. in the Mars Mood Synthesiser and in the Feel
the Vibe website
Campaign results
Figures from MetrixLab throughout the fiveweek
run showed that Mars’ innovative Feel the Vibe
video reached a significant chunk of its target
audience thanks to the power and reach of
Microsoft Advertising.
●T
 he campaign reached 35 percent of the
extended target group of Flemish speakers
and 31 percent of the extended target group
of French speakers. Aided awareness increased
among all those exposed to the campaign—
reflecting the strength of Mars online
client Heineken

industry  Food and beverages

country/region Italy

Heineken drinks in success among

young adults with video on Microsoft

In April 2008, Heineken ran a video campaign across the Microsoft® combining the power of video with a style that Frequency analysis
appeals to today’s audiences. The vast majority In terms of online ad awareness, the ads hit
Advertising network in Italy. Emulating the look and feel of user generated
of respondents, including those who fell outside home with respondents on the first exposure.
content, the video aimed to raise brand awareness among a target audience the target market, found the video engaging However, a higher frequency of exposure to the
of 18 to 34-year-olds. Research commissioned by Microsoft Advertising and different from typical beer commercials. ads was more effective at changing perceptions
showed the campaign significantly increased awareness among the target about the Heineken brand.
Campaign results
market and other audiences across all channels. Overall, the campaign was Awareness metrics Media placement
successful at engaging viewers and conveying the perception of Heineken as The Heineken online video ad met the Among 18 to 34-year-old men, ads placed
a brand “for young people.” campaign objectives, generating increases in on Windows Live Hotmail successfully
awareness metrics among both the overall and shifted perceptions that Heineken “is for fun”
target audiences. The video creative successfully by 21 percentage points and Heineken “is
requirement Increase the perception of Client objectives
Heineken as a young people’s brand cut through the clutter of web commercials, for young people” by 20 percentage points.
● Evaluate online video performance in terms
lifting online ad awareness by an estimated 15 When it came to persuasion, it appears that
target audience  18 to 34-year-olds of raising brand awareness and increasing
percentage points among audiences. The video the MSN Entertainment site was better
products used MSN® Home Page,
purchase consideration among the target
communicated the idea of Heineken being a placed to influence consumers. Among the
MSN Entertainment, MSN Video, audience
brand for young people, with results showing target audience, advertising on Windows
Windows Live™ Hotmail®, Windows
Live Messenger, Windows Live Spaces ● Identify the campaign’s effectiveness at positive increases in this area among Live Messenger had the greatest effect on
communicating the brand’s message all respondents. brand awareness.
solution An online video that has the
through video
style of user-generated content Awareness versus target
key results Online ad awareness lifted ● Compare the campaign’s performance The campaign resonated well with men of “The internet was the best placement
by an estimated 15 percentage points on Microsoft Advertising to identify how all ages. Awareness of the Heineken brand
among audiences. The campaign, different media placements influenced increased among both male drinkers and
for the creative idea demonstrated
whose ads struck a chord with viewers branding metrics within the video”
non-drinkers. MSN Entertainment delivered
straightaway, resonated particularly with
men. Windows Live Hotmail successfully influencing effects, with Windows Live gianluca di tondo,
Creative solution
shifted perceptions that Heineken “is Messenger having the greatest impact on the Director of Marketing, Heineken Italy
The user-generated look and feel of the
for fun” by 21 percentage points and target audience.
Heineken “is for young people” by 20 creative doubled the impact of the campaign—
percentage points

For more information visit: http://advertising.microsoft.com/europe 21

 client  Burger King
industry  Food and beverages
country/region United States

Fast food gets rapid results with

customised Xbox games

Burger King wanted to test “advergaming” as a marketing medium, but was products, but had to deliver a first-rate gaming  y using such a high-quality game,
B
experience. “We wanted to make it so much
not keen to produce a typical “game-lite” product that could be distributed and by making it available for sale
fun that people didn’t even register that it was
online. The aim was to design and create three games in nine months—an an advergame,” says Kevin Hathaway, Program at a highly competitive price, Burger
extremely tight timeline. The games, which were to be sold in restaurants Manager, Microsoft Xbox. The finished products King saw results exceeding its highest
nationwide, had to deliver an impressive game-playing experience. featured terrific gameplay, rich scenarios and expectations.
environments, enabling Burger King to engage
with its target audience for hours at a time.
requirement Engage games with the Client objectives
Burger King brand and products ● Increase brand and product awareness Campaign results
● Create a buzz around the games By using such a high-quality game, and
target audience Online gamers across the
United States ● Drive prospective purchasers to restaurants by making it available for sale at a highly
● Increase company revenues competitive price, Burger King saw results
products used Xbox® console
exceeding its highest expectations. Compared
advergames Creative solution with a usual hit game selling one million units
solution Develop Burger King branded Burger King recruited a highly experienced team worldwide in a year, the Burger King games sold
games to sell exclusively at the Burger from Xbox, London-based Blitz Games, and ad 3.2 million units in the United States alone—in
King restaurants agency Crispin Porter + Bogusky. Together, this just six weeks. The buzz it created included user-
key results Multimillion unit sales, a team produced three games just as robust and generated clips on YouTube and posts on many
direct increase in quarterly earnings, plus engaging as full retail games worth US$60—but
enhanced product awareness illustrated
popular blog sites.
priced to sell at only US$3.99 each.
by extensive blogs and YouTube posts ● Sales of more than three million games
media agency Equity Marketing Normal production time for any new game can ● Quarterly earnings spike due to game sales
be up to a year, but the team put the games ● Ongoing engagement and messaging of
together—from design to programming to target audience
testing and beyond—in only nine months. ● Attraction of gamers to Burger King outlets
The games incorporated a strong marketing
message for Burger King’s brand and

22 For more information visit: http://advertising.microsoft.com/europe

3
The art of
conversation
Using great content and opening up a dialogue with consumers
is becoming an increasingly important tactic for building and
maintaining consumer relationships. Customised content,
microsites, gaming, personalisation, communities, and blogs are
just a few of the ways FMCG organisations are enabling deeper
conversations with their key audiences.

23
 client  Cacharel/L’Oréal
industry  Consumer goods
country/region  France

MyAmor campaign finds love

among casual gamers

Love is hard to find. To give people a helping hand, fashion brand Live Messenger was the perfect platform for The campaign created for the launch
generating lots of interaction with the game,
Cacharel/L’Oréal created a limited edition of its famous Amor Amor of the MyAmor platform and MyAmor
offering a fun-loving, youthful audience that
perfume called MyAmor. The scent, which came in male and female fitted perfectly with the brand’s target market. limited edition generated the best
versions, was aimed at young people looking for the perfect partner. results ever for Cacharel. The strong
Text links and banners tempted users to play
Created to inspire romance, MyAmor needed a marketing campaign MyAmor Match and find out if they were advantage of the Microsoft Advertising
that captured all the fun and excitement of finding true love. chatting with their true love. The beauty of solution is to allow the two gamers
the idea was that it integrated with people’s who are looking for love to play in real
conversations so, instead of feeling intrusive,
time, bringing real excitement to the
Client objectives the campaign added value to the whole instant
requirement Engage deeply with the
● Create a buzz around MyAmor messaging experience. game. Banners and text links sustained
target audience and drive traffic to the
MyAmor website ● Engage deeply with target audience the game and circled MSN users.
Campaign results
target audience  15 to 34-year-olds ● Drive visitors to the new product’s website
The campaign really got the conversation going
www.MyAmor.com
products used Windows Live™ around MyAmor. The brand engaged with its
Messenger Creative solution target audience in a way that fitted beautifully
solution MyAmor Match—an online The team at Cacharel/L’Oréal was looking for with their interests and generated high volumes
matchmaking game where players found ways to market MyAmor, and they fell in love of traffic to the MyAmor website. Results show
out if they were perfect partners or just with a concept from Microsoft® Advertising. that:
good friends MyAmor Match was an online compatibility
●M  ore than 60,000 Windows Live Messenger
key results More than 60,000 Windows test that put casual gaming—this year’s hottest
users played MyAmor Match
Live Messenger users played the pastime—at the heart of the product’s online
compatibility game and over 500,000 ● More than 500,000 users clicked through to
marketing.
clicked through to MyAmor.com MyAmor.com
Windows Live Messenger users invited each ● The banner and text ads generated more
other to play the game. By answering a few than 40 million impressions
simple questions on different topics, players
found out if love was really in the air. Windows

24 For more information visit: http://advertising.microsoft.com/europe

client  Johnson & Johnson Consumer B.V.
industry  Consumer goods
country/region The Netherlands

Healthcare giant boosts brand

usage with Personal Expression

Johnson & Johnson Consumer B.V. (JJCBV) wanted to boost awareness pictures. The content was designed to raise ●O
 f the girls who use a different brand of
awareness of the links between the o.b. brand tampon, 77 percent said they were very
of its o.b. tampon brand among young women in the Netherlands.
and the sport. likely to use o.b. tampons in the future
Because the vast majority of Dutch women aged between 14 and 18
Many of those who downloaded the
years use Windows Live Messenger, the company worked with Microsoft®
branded content used it on a daily basis
Advertising to create a Personal Expression, a collection of interactive while chatting with friends and family. This “Together with Microsoft, we
content used in the application. The hugely successful campaign increased level of engagement was vital in driving traffic developed a magnificent campaign
brand usage by 6 percent among the target audience. to the redesigned o.b. website, www.mijnob.nl, that produced fantastic results among
which includes more interactive features
our target audience. Windows Live
and games. By promoting o.b. in a fun way
requirement Increase awareness of o.b. Client objectives that appealed to technologically literate Messenger adds a huge amount
and its sponsorship links with professional ● Raise brand awareness young women, the company attracted of value to online campaigns. It’s a
female beach volleyball players
● Reinforce link between the brand and visitors who were likely to use the new unique brand-building tool.”
target audience  14 and 18-year-old professional beach volleyball features and spend more time interacting
Dutch women monique kouwenhoven ,
● Boost awareness of brand website with the brand.
Product Group Manager,
products used Windows Live™ Johnson & Johnson Consumer B.V.
Creative solution Campaign results
Messenger
With young women spending more time using The campaign was extremely successful in
solution Personal Expression— instant messaging services and browsing the raising awareness of o.b. and improving
downloadable content collection for
Windows Live Messenger, consisting internet, advertisers find it harder to reach this perceptions about the brand:
of beach volleyball themed emoticons, target market using traditional offline channels
●B rand usage increased by 6 percentage
winks, backgrounds and display pictures such as TV. JJCBV worked with Microsoft
points among the target audience
key results Use of o.b. increased 6 Advertising to produce a Personal Expression
● Awareness of beach volleyball brand
percentage points among the target for Windows Live Messenger, to raise awareness
sponsorship rose by 15 percentage points
audience, and awareness of o.b. beach of its o.b. tampon brand.
volleyball sponsorship went up by 15 ● Awareness of brand website went up by
percentage points Users downloaded beach volleyball themed 10 percentage points
winks, emoticons, backgrounds, and display ● More than 160,000 downloads were recorded
media agency Digilogue

For more information visit: http://advertising.microsoft.com/europe 25

 client Kleenex

industry  Consumer goods

country/region United Kingdom

Kleenex works with Microsoft to deliver

new brand story using social media

Kleenex created a new brand story called Let It Out, which focused MSN Home Page, Windows Live Hotmail, and “The space had a major impact on
Windows Live Messenger.
on breaking free from inhibitions and letting out tears, laughter, joy, the various brand metrics tested,
frustration, and all the other things we hold back. The objective was to Campaign results significantly increasing all awareness
Kleenex Let It Out was widely publicised with
create an emotional connection between consumers and Kleenex and and persuasion metrics.”
help from Microsoft. During the campaign, the
a key part of this was to encourage participation in “letting it out.” network delivered nearly 85,000 clickthroughs rebecca hirst, Brand Manager, Kleenex
to the space. Meanwhile, people created 54
Windows Live Spaces around Let It Out. More
requirement Deliver deep engagement Client objectives
with new brand story than 50 percent of respondents thought the
● Promote new brand story Let It Out
space gave a positive impression of the brand
target audience Housewives with kids ● Encourage participation in the Let It Out
and 38 percent thought it contained interesting
campaign
products used MSN® Home Page, and relevant content. Respondents added that
Windows Live™ Spaces, Windows Live ● Build brand equity
the space was easy to use and a good way of
Hotmail®, Windows Live Messenger
Creative solution advertising Kleenex.
solution Let It Out space displays Only Microsoft® Advertising could deliver a
people’s messages, photos, and videos Analysis showed a positive shift in brand
truly innovative and custom-made campaign,
of emotional moments using Windows perception. There was a 12 percentage point
Live Spaces according to Rebecca Hirst, Brand Manager at
increase for “It is good at helping people express
Kleenex. Microsoft wanted to take advantage of
key results  12 percentage point uplift emotions” and a 17 percentage point increase
the popularity of social media so it put a Let It
for “It is good at helping people express for “Has advertising that makes you smile.”
emotions.” Purchase intent increased by Out space at the heart of the campaign.
10 percentage points ●M  essage association increased 44
Blogging gave consumers a way to participate
media agency MindShare Interaction UK percentage points
by sharing their emotions on the Let It Out
● Brand favourability rose 14
space. Visitors could leave photos or videos for
percentage points
others to view while voting for their favourite
● Purchase intent increased
entries. As part of the solution, Microsoft
10 percentage points
provided well-targeted media placements to
drive people to the space. These included the

26 For more information visit: http://advertising.microsoft.com/europe

client  Purina
industry  Consumer goods
country/region United Kingdom
Nestlé Purina PetCare — the pet food division of Nestlé — is a leader in pet
nutrition. When the company wanted to generate awareness and increase
perceptions of its Purina ONE brand as a high-quality pet food, it turned
to Microsoft® Advertising for help. Purina chose to create an online pet
guide with Microsoft because it offered a custom-built solution and reach
through the MSN and Windows Live network.
requirement Raise awareness of Purina
One as a healthy, premium pet food
target audience Women over 35 years
of age
products used MSN®,Windows Live™
Hotmail® & Windows Live Messenger
solution Microsoft built a microsite for
Purina and drove traffic to it via banners
on the Windows Live network and MSN
Lifestyle channel
key results Brand awareness and
message association exceeded the pet
food market average, with purchase
intent rated as “excellent”
media agency Mindshare Interactive UK
Pets taste healthy lifestyle
through Purina microsite
demographic. Windows Live offered Purina a ●B rand awareness increased by 6.7 percentage
monthly audience of 21 million while MSN gave points
it access to 1.2 million pet owners. ● Online ad awareness increased by 7.1
percentage points
In addition to creating the microsite, Microsoft
● Message association increased by 8.9
worked with Purina to create content focused
on health and nutrition, such as “Ask the expert,”
percentage points
● Purchase intent increased by 6 percentage
“Pet guides,” and “Hot topics”. Editorial links
points, which greatly exceeds the pet food
and banner ads on the MSN Lifestyle channel
market average
drove its health and style-conscious female
Client objectives
audience to a tailored microsite, while banner
●G  enerate brand awareness and increase the
ads in Windows Live Hotmail and Windows Live “We had access to the right audience
perception that Purina ONE is a high-quality
Messenger targeted the same audience. through the MSN Lifestyle channel,
pet food
Once on the site, visitors engaged interactively with the added bonus that these
● Recruit long-term Purina ONE buyers through
and could use Windows Live Spaces to keep
a one-month trial challenge consumers trust MSN content.”
and view diaries of pets’ progress on the one-
● Drive Purina ONE brand association with
* Source: Dynamic Logic Advertising Effectiveness Report
month challenge. natacha mauvoisin ,Brand Manager,
health and nutrition Purina ONE, Nestlé Purina
Campaign results
Creative solution
The campaign exceeded Purina’s expectations,
To highlight the nutritional benefits of Purina
generating 14,995 clickthroughs to the Purina
ONE and reinforce the brand as a premium pet
ONE microsite. Agreement with the statements
food, Purina wanted consumers to keep a diary
“Is a premium quality brand of pet food” and
of their pet’s progress on a Purina ONE diet. The
“Makes a visible difference to the condition
company identified women over 35 years of
of my pet in just 30 days” increased by 7
age as its target audience and recognised that
percentage points. Key branding metrics* were
the Windows Live network and MSN Lifestyle
at or above-average for the pet food market,
channel presented the best way to reach this
with purchase intent ranked as “excellent”:
For more information visit: http://advertising.microsoft.com/europe 27
 client  Coca-Cola “The special project for Happiness
industry  Food and beverages Factory 2 on MSN is a great example
country/region Italy
requirement  Build brand awareness for
the “Happiness Factory 2” film and the
Now Hiring campaign concept. Create
engagement between the audience
and the campaign
target audience  18 to 34-year-olds
products used MSN® Home Page,
MSN Entertainment, MSN Video,
Live Search Maps™, Windows Live™
Messenger, Windows Live Spaces,
Windows Vista®
solution A video film promoting
Happiness Factory 2 and a community
site where visitors could apply for jobs in
the ‘factory’
key results The Happiness Factory 2
“working” virtual community project
took advantage of the rich functionality
of MSN and Windows Live. The project
engaged the target audience and let
people play in the Happiness Factory 2
using community tools and Windows
Live gadgets
media agency Starcom Digital, Italy
28
Coca-Cola manufactures success
in the Happiness Factory
The Coca-Cola Happiness Factory
spot was one of the highest rated TV
campaigns in the history of the brand.
In conjunction with the campaign,
Coca-Cola Italy created a Happiness
Factory 2 film, which convinced
viewers that this was a real cinema
feature. Intrigued by the campaign,
thousands of consumers visited the
community site where they applied
for imaginary jobs in the factory.
Client objectives
● Build brand awareness for the “Happiness
Factory 2” film and the “Now Hiring”
campaign concept
● Create user engagement with online
breakthrough promos
Creative solution
Film launch
Coca-Cola Italy created a promotional video for
Happiness Factory 2 that led viewers to believe
it was a real animated movie showing in Italian
cinemas. In fact, the movie was broadcast on the
For more information visit: http://advertising.microsoft.com/europe
Coca-Cola official site and on MSN. Several
MSN editorial channels were used to maximise
viewer interest in the movie:
● The Coca-Cola film integrated with the MSN
Video Cinema section as pure editorial content
● Two-week film promotion on co-branded
microsite—traffic driven by editorial spotlights
● MSN Home Page Takeover on launch day
Now Hiring
Having created a buzz for the Coca-Cola movie,
the campaign team built a special community site
where users could apply for a job in the ‘factory’
and be part of this exciting world as if it were a
real workplace. Activities included:
● Personality test to discover your ideal job title
in the factory: Kissy Puppy, Mortar Man,
Chinoink, or Capper
● Subscription to the Live Search Maps™ page
where visitors could download an exclusive
Windows Live™ gadget kit:
The Windows Live™ Messenger
Emoticon Pack
The Messenger dynamic display pictures
of the four characters/job roles
of understanding the client’s
needs and translating them into
an excellent media and creative
execution. Furthermore, we obtained
extraordinary results in all areas
including visibility, participation, and
engagement. On the whole, this is one
of the best cases of online activation
for Coca-Cola and Starcom Digital.”
roberto carnazza , Head of Starcom Digital, Italy
The
Windows Live Spaces Theme
The
Personal Expression Limited Edition
The Digital Block Notes—a unique
gadget for Windows Vista and
Windows Live Spaces
Campaign results
Advertising results:
● 61.5 million total delivered impressions
● 300,000 clickthroughs
● A record 16.5 percent clickthrough rate
Film launch phase (Two-week duration):
● Microsite: 26,000 page views
● 13,500 video streams
Now Hiring phase (One-week duration):
● Microsite: 730,000 page views—141,000 visits
● More than 21,100 pushpins posted on the
Microsoft Virtual Earth™ map
● More than 30,000 started tests
● More than 59,000 Windows Live gadgets
downloaded from the microsite
● More than 550,000 Personal Expression
downloads in 10 days
client Guinness

industry  Food and beverages

country/region Asia Pacific

Guinness chalks up a win with

Windows Live Messenger game

Beer and pool. It’s a winning combination. That’s why Guinness sponsored could win you more than kudos—Guinness “The Windows Live Messenger game
offered US$2,500 prize money and a pair of
the Guinness 9-Ball Tour. And the best way to rack up excitement about was the perfect medium to reach the
tickets to the Guinness 9-Ball Tour grand finals
it was to get people playing pool. But how do you reach an audience of to the player with the highest score. new generation of internet-savvy
thousands, fast? No need for hustling here—it’s online all the way. So social drinkers, who have so many
The trickshot? Players posting their scores for
Guinness created a realistic, web-based pool game, to sort the rookies the first time entered their names to join the activities competing for their attention
from the sharks. Guinness club, giving the brand vital information online.”
on its target customers. tien cheong wong , Regional Marketing Manager,
Client objectives Guinness
requirement Boost awareness of the Campaign results
Guinness 9-Ball Tour pool championship ● Promote the Guinness 9-Ball Tour The Windows Live Messenger campaign
and encourage people to join the ● Encourage people to join the Guinness club significantly boosted awareness of the Guinness
Guinness club
● Deliver compelling online experience 9-Ball Tour, and the brand pocketed thousands
target audience  24 to 35-year-olds
Creative solution of new club members. Key results included:
products used Windows LiveTM There’s no better way to engage young people ● 220,984 unique game plays
Messenger
than to get them gaming. And Guinness knew ● More than 15,000 new membership
solution In-browser virtual pool game where to find its players. In 2007, together with registrations
on Windows Live Messenger media agency neo@Ogilvy Singapore and ● 99,000 clickthroughs to the online game
key results Morethan 220,000 unique creative agency OgilvyOne Malaysia, it turned ● 78 percent of players spent more than three
game plays and 15,000 membership Windows Live Messenger into a pool hall. Users minutes playing the game
registrations
challenged each other to realistic games of
media agency  neo@Ogilvy Singapore 9-ball over virtual tables in the Guinness Pool
Challenge.

A microsite supported the launch of the game,

promoting the Guinness 9-Ball Tour and
showering the best online players in glory, with
a high-score hall of fame. But smooth cue skills

For more information visit: http://advertising.microsoft.com/europe 29

30 For more information visit: http://advertising.microsoft.com/europe
4
Online advertising
driving offline sales
The key to unlocking greater investment from FMCG
organisations depends on proving that online advertising
directly drives in-store behaviour. The following case studies
use independent research to close the gap between online
advertising and offline sales.

31
 client McDonald’s
industry  Food and beverages
country/region Denmark
McDonald’s Tastes Online
Advertising Success
McDonald’s Denmark—a division of the world’s largest fast food chain—
wanted to measure the impact of its Coinoffer campaign across various
channels. The company worked with media agency OMD and Microsoft®
Advertising to analyse sales and marketing data for Coinoffer products. The
results gave McDonald’s valuable insight into the effectiveness of the media
used and helped the company refine subsequent phases of the campaign.
products used  MSN® Home Page, Client objectives
Windows Live™ Hotmail®, Windows ● Assess the effectiveness of the Coinoffer
Live Messenger multimedia ad campaign
key results Online advertising was the ● Obtain metrics to inform and improve the
most effective medium for driving offline overall efficiency of future campaigns and
Coinoffer sales. increase turnover
Creative solution
OMD used econometric modelling to identify
factors that influenced sales of the Coinoffer
range. It related this data to the type of media
employed—TV, print, radio, outdoor, or online.
The model assessed variables, including price,
product innovations, distribution, seasonality,
and the advertising strategy adopted over the
course of the 2.5-year campaign.
32 For more information visit: http://advertising.microsoft.com/europe
An initial phase of online marketing for the “To begin with, we did not consider online
Coinoffer campaign ran from November 2005
advertising a bearing media. Now, the
to January 2006 on MSN Home Page, Windows
Live Hotmail, and Windows Live Messenger. The picture has changed. With the help of
findings from this phase helped shape the online complex econometric models from
media buying of the second phase, which ran OMD, we can see that online marketing
from July to October 2006. The econometric
can increase turnover. Therefore, in
model revealed from phase one that “after
college/work” was the most effective time to future, we will include online media
influence online sales and that 18 to 24-year- when we plan campaigns.”
olds were a core buying segment. Microsoft and blair adamson , Marketing Director, McDonald’s
OMD then optimised the media plan in phase
two, using demographic and day-part targeting.
Campaign results
The modifications in phase two of the campaign
made a tremendous difference to the value of
the Microsoft Advertising. Return on investment
from using Microsoft Advertising increased by a
further 72 percent.
The econometric model indicated that:
• Microsoft Advertising was the most effective
medium for driving offline Coinoffer sales.
• By phase two, every DKK1 spent on Microsoft
generated DKK2.16 of sales.
• Ads generating the highest clickthrough rates
had the greatest effect on sales, with MSN
Home Page leading the way.
 client Kellogg’s

industry  Food and beverages

country/region Denmark/Sweden

Kellogg’s wakes up to an online

success with Microsoft

Everyone knows breakfast is the most important meal of the day. But what’s association between the brand and a positive drove an accumulated 30 percent sales uplift. In
lifestyle, and to drive sales. The responses Denmark, the video ads performed particularly
the most important channel in the marketing mix? For years, TV’s led the
Kellogg’s collected fed into the second phase well—indeed, the combination of MSN and
pack, particularly when it comes to FMCG. But things are changing quickly, of advertising. online video was 48 percent more cost-effective
and many marketers are moving online. So when Kellogg’s launched a in driving offline sales than the TV component of
Kellogg’s also streamed tailored versions of TV
multimedia campaign driving sales of its Special K cereal range across spots online, extending the reach and efficiency
the campaign. Figures show:
Denmark and Sweden, it used online ads to get the message out. And it used of the TV promotion. ● In Denmark, only the online and TV ads had a
some of the best tools in the industry to measure the effects. Microsoft and BrandScience (part of Omnicom
measurable impact on sales—and the short-
term return on investment from the online
Media Group) combined forces to analyse the
Client objectives ads was 48 percent greater than TV
requirement Increase sales of Kellogg’s results of the campaign using econometric
Special K cereal, and accurately measure ● Boost sales of Kellogg’s Special K cereal ● In Sweden, the online competitions and
modelling. They developed a robust model
the effects of the online campaign ● Engage target audience with the brand tests drove 12,603 kilograms of sales, an
using data collected from Special K campaigns
against other channels ● Accurately measure sales effects of online accumulated uplift of over 30 percent, proof
over three years, mapping weekly sales figures
target audience 
20 to 40-year-old advertising that greater online engagement does lead to
to marketing activity. The data was so accurately
health-conscious women ● Encourage healthier lifestyles greater offline sales
aligned that the model was able to explain 95
products used MSN® and Windows
● Video ads performed particularly well in
Creative solution percent of sales variations in Sweden and 92
LiveTM Messenger Denmark, increasing the reach and value of
Kellogg’s teamed up with Microsoft and OMD percent of variations in Denmark.
the TV campaign
solution Kellogg’s ran video-streaming to distribute ads across a group of hand-
banner ads across selected channels on
Campaign results
picked channels including MSN and Windows The campaign was hugely successful, proving “The Special K campaign showed that
MSN, as well as Windows Live Messenger.
Microsoft and BrandScience used Live Messenger. The advertising worked by that FMCG brands can reach women online.
encouraging people to get into good habits
online ads are a much more important
econometric modelling to track effects In fact, the research found that the online
on sales and measure against three years such as eating breakfast and going running. ads performed significantly better than other
part of the marketing mix than most
of sales and campaign data FMCG brands realise.”
The campaign worked in two phases. People channels across both territories. In Sweden,
key results InDenmark, the short-term the banners on MSN and Windows Live
who saw the first phase of ads took part in tests peter loell , Director for New Media,
return on investment from online ads was Messenger produced a clear increase in sales, Omnicom Media Group
48 percent greater than from TV and competitions exploring the idea of healthy
habits. These were designed to strengthen the and engagement with the online competitions
media agency OMD

33 For more information visit: http://advertising.microsoft.com/europe 33

34 For more information visit: http://advertising.microsoft.com/europe
Conclusion

Media is more and more reliant on technology to achieve We are confident that the combination of our audience insight,
results. In fact, the line between what we think of as measurable advertising performance, and comprehensive
“technology” and “media” is beginning to blur. Microsoft expertise will continue to inspire the development of FMCG
Advertising unites media and technology, enabling us to advertising across the digital landscape.
connect your consumers with your advertising in new and
We hope you enjoy the case studies presented in this
innovative ways. We have helped countless advertisers launch
compendium. They showcase a number of FMCG
products, build brands, engage users, and, most importantly,
subsectors—from beverages to beauty—across Europe, and
drive return on investment in customised and creative ways.
demonstrate how you can successfully use a variety of tools to
Using both our Microsoft media brands and wider partner
generate great campaign metrics. We guarantee these case
network, we can help you reach the right consumer, in the
studies will inspire you to think about your brand in new and
right mindset, at the right time. We are recognised for the
innovative ways to drive success across the digital landscape.
breadth and depth of our expertise, be it in communications
And, finally, Microsoft Advertising welcomes the opportunity
tools, gaming, mobile, content integration, branded
to partner with you to bring those successes to life.
entertainment, or search.

Our insight, flexibility, and technological capability combine

to help put you in control. We provide analytics for all your
campaigns—so you can respond, take action, or re-direct Dina Gowar
spending to the most effective campaigns—and, above all, FMCG Category Development Manager,
eliminate waste. EMEA, Microsoft Advertising

For more information visit: http://advertising.microsoft.com/europe 35

 Customer reference matrix

Country/region Client Industry Target audience Focus

Asia Pacific Guinness Food and beverages 24 to 35-year-olds The art of conversation

Belgium Mars Food and beverages 16 to 24-year-old consumers Exploring new frontiers

Denmark McDonald’s Food and beverages 16 to 34-year-olds/all adults Online advertising driving offline sales

Denmark/Sweden Kellogg’s Food and beverages 20 to 40-year-old health-conscious women Online advertising driving offline sales

France Cacharel/L’Oréal Consumer goods 15 to 34-year-olds The art of conversation

Italy Coca-Cola Food and beverages 18 to 34-year-olds The art of conversation

Italy Heineken Food and beverages 18 to 34-year-olds Exploring new frontiers

The Netherlands Unilever Consumer goods 18 to 24-year-old men Exploring new frontiers

The Netherlands Grolsch Food and beverages 18 to 24-year-olds Building brands

The Netherlands Johnson & Johnson Consumer B.V. Consumer goods 14 to 18-year-old Dutch women The art of conversation

Norway Santa Maria Food and beverages 18 to 34-year-olds in Norway Building brands

Spain Coca-Cola Food and beverages 13 to 22-year-olds Building brands

United Kingdom Kleenex Consumer goods Housewives with kids The art of conversation

United Kingdom Nivea Consumer goods Teenage women Exploring new frontiers

United Kingdom Purina Consumer goods Women over 35 years of age The art of conversation

United States Burger King Food and beverages Online gamers across the United States Exploring new frontiers

36 For more information visit: http://advertising.microsoft.com/europe

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