12.12.17
COMPLEMENTS
Objective:
Drive trial, purchase, and repeat purchase of Complements roasts.
Task:
Generate activation ideas that help show that there are
full-flavored roasts within the “sea of red cans.”
THE ASK
FOLGERS COMPLEMENTS
THE
INSIGHT
Coffee is more than a functional routine.
It’s a meaningful ritual that sets the tone for the rest of the day.
That’s why they’re now searching for more robust coffee options that are both right
for them and will help kick-start their day.
THE
AUDIENCE
Classic Loyals.
Our Shift is about helping them explore Folgers’ rich varieties
and find the one that’s right for enriching their mornings.
THE SHIFT
FOLGERS COMPLEMENTS
KEY MESSAGE
Discover which one of Folgers’ rich, robust roasts is the right coffee to awaken the senses for you to get your best start.
THREE ACTIVATION IDEAS
ACTIVATION IDEA 1
People like content that reminds them of what makes them them. Online quizzes and assessments have exploded - Buzzfeed’s “What City Should You Actually Live In” had over 20 million views, and quizzes are consistently some of the top-performing social content.
FOLGERS COMPLEMENTS
I don’t want to drink just any coffee; I want my coffee.
Recommend a roast based on their personal tastes and preferences.
FIND YOUR ROAST
INSPIRATION
IN THEIR
OWN WORDS
HOW WE REKINDLE THEIR LOVE
ACTIVATION IDEA
FIND YOUR ROAST
Coffee isn’t one roast fits all. Some people prefer more bold taste while others go for full-bodied flavor. Folgers wants to show our Classic Loyals just how well we know them by helping them choose the right roast in a fun way, using their personalities and interests. Because we want them to know that we’ve got a roast for them, whether it’s Black Silk, Coffeehouse, or 100% Colombian.
ACTIVATION IDEA
FOLGERS COMPLEMENTS
WHICH ROAST ARE YOU QUIZZES�Let’s ask Classic Loyals questions about topics such as their hobbies and what type of personality the have, and based on their answers, we’ll recommend one of our roasts for them. They can share the quiz with their friends in exchange for a coupon or a free sample. We can then use the data to target them for future offers and new products.
NOLA’S FAVORITE ROASTS�No one knows our roasts like our employees, so let’s use them to help introduce our different lines of delicious coffee to our loyal fans. We’ll create short videos featuring our employees talking about which roast they like the best, the technical roasting process, and inviting people to choose their favorite roast.
CHOOSE YOUR ROASTVENTURE�We also want to show people which roast is right for them, based on how they interact with online content. So we’ll create short interactive videos that show relatable situations. The videos will begin the same way, but will change depending on which choices the viewer makes and we’ll give them a suggestion for a roast based on what they chose.
PANDORA PARTNERSHIP �Another way people show their unique personalities is through the type of music they listen to. We’ll create a tool that analyzes your Pandora account and gives a suggestion for a roast based on preferences. This will also serve as a great way to collect data about the content that’s consumed.
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FIND YOUR ROAST
FOLGERS COMPLEMENTS
What do we want people to do?
What will we get
from these
engagements?
What can we do
with this data?
FOLGERS COMPLEMENTS
FIND YOUR ROAST
ACTIVATION IDEA 2
The best people to spread word about Complements roasts are the folks who already love them - and a quick look at online reviews shows that many Classic Loyals are sharing their love already.
When a friend tells me why they like something, I’ll often consider it.
Let’s tap into the Classic Loyals who already love our roasts and use their actual words to appeal to the broader audience.
TELL US WHY YOU LOVE IT
FOLGERS COMPLEMENTS
INSPIRATION
IN THEIR
OWN WORDS
HOW WE REKINDLE THEIR LOVE
ACTIVATION IDEA
TELL US WHY
YOU LOVE IT
All you have to do is check social media or read a
review site and it’s easy to see our Classic Loyals
have a long-standing affinity for our coffee. Now we want to help them discover all of the delicious roasts
that we offer so they can fall in love all over again.
So, we’re going to find fans of our different blends, like Black Silk, Coffeehouse, and 100% Colombian, and let them share how great they are, which will
inspire others to find out for themselves.
FOLGERS COMPLEMENTS
ACTIVATION IDEA
DRAMATIC READINGS OF REVIEWS�People love sharing what they love about specific Folgers roasts on review sites, so let’s turn those simple reviews into epic content. We’ll hire celebs/influencers to reread the reviews in an entertaining way that really brings them to life. We’ll invite Classic Loyals to sign up on the Folgers site to make their own reviews of Folgers products for a chance to receive discounts/samples and possibly have their reviews recreated as well.
REAL LOVE, REAL REACTIONS�Let’s create digital sampling stations in our biggest markets, and let coffee drinkers sample each roast, describe them, and pick their favorite. We’ll record the results and use them as rich social content or video ads.
TASTE THEM ALL�Let’s reward our biggest roast fans by making them official Folgers tasters. Each time they buy a different roast and scan it on our site, they will receive a badge. Once they have tried them all, they will be recognized as tasters and receive special discounts for Folgers coffee, along with other perks.
ROAST PAIRINGS�Some people love Folgers because of how well it goes with their favorite foods, so we’ll invite some culinary influencers to share their flavorful descriptions, which roasts they prefer and what flavor profiles they like to have their Folgers roasts with.
FOLGERS COMPLEMENTS
TELL US WHY YOU LOVE IT
What do we want people to do?
What will we get
from these
engagements?
What can we do
with this data?
FOLGERS COMPLEMENTS
TELL US WHY YOU LOVE IT
ACTIVATION IDEA 3
People love discovering differences that define where they live. Just look at The New York Times’ viral dialect map “How Y’all, Youse and You Guys Talk” -- it became the site’s most popular story of 2013.
It’s fun to find out interesting things about where I live and how we’re different and similar to people from other places.
Invite Classic Loyals to dig into the most popular roasts and coffee behaviors in their own backyards and across the country.
ROASTS FROM COAST TO COAST
FOLGERS COMPLEMENTS
INSPIRATION
IN THEIR
OWN WORDS
HOW WE REKINDLE THEIR LOVE
ACTIVATION IDEA
FOLGERS COMPLEMENTS
ACTIVATION IDEA
ROASTS FROM
COAST TO COAST
Towns across the country all have a unique identity, but share a common love: Coffee. Folgers wants to show Classic Loyals in different places which roasts are popular in their area and how the local people there love to make their coffee. To do that, we’ll collect info about the nation’s coffee habits and tell data-rich stories that will inspire them to show their regional pride and try Black Silk, Coffeehouse, and 100% Colombian.
NATIONWIDE STUDY�Since Folgers is the Nation’s favorite coffee, we have the PR-able authority to run the biggest coffee study of the USA. We’ll find out how people in different regions love their coffee made, served, and roasted. Then we’ll suggest the roasts, flavors, and techniques based on our fans locations.
INTERACTIVE MAP�We’ll create a map that shows which roasts are the most popular in different regions in real time. We’ll feature dynamic stats about how people are consuming their Folgers, via various point of sale data, along with comments from people in those areas talking about how much they love that blend. We’ll also take polls from social and our eCRM to tell rich stories and react to current events.
LOCATION BASED DIGITAL ADS�Using data we’re collecting from our study, online polls, and interactive map, we’ll create and serve up customized ads based on where people are located, and offer them discounts to try different blends. For example, people in Florida will receive an ad that tells them that the Sunshine State is “Black Silk” country.
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FOLGERS COMPLEMENTS
ROASTS FROM COAST TO COAST
What do we want people to do?
What will we get
from these
engagements?
What can we do
with this data?
FOLGERS COMPLEMENTS
ROASTS FROM COAST TO COAST
Find Foglers’ biggest fans and let them help others discover the delicious roasts.
FIND YOUR ROAST
TELL US WHY
YOU LOVE IT
Help them choose the right roast that reflects their unique personalities and interests.
ROASTS FROM COAST TO COAST
Collect and share data-rich stories pertaining to the coffee habits of people around the U.S.
FOLGERS COMPLEMENTS
AREAS
Find Foglers’ biggest fans and let them help others discover the delicious roasts.
FIND YOUR ROAST
TELL US WHY
YOU LOVE IT
Help them choose the right roast that reflects their unique personalities and interests.
ROASTS FROM COAST TO COAST
Collect and share data-rich stories pertaining to the coffee habits of people around the U.S.
FOLGERS COMPLEMENTS
AREAS