crowdsourcing | storytelling | citizenship
Peopleâ€™s Insights: Volume 1, Issue 31
Anthon Berg Generous Store
What is Generous Store? In February 2012, chocolatier Anthon Berg set up a one-day pop up store in downtown Copenhagen, where people could pay for chocolates with "good deeds" thereby inspiring a sweet movement of kindness.
Paying with good deeds People chose from 30 different kinds of deeds. 'Price' tags included “help clean your friend’s house,' “serve breakfast in bed to your loved one,’ and 'Don't comment on your girlfriend's driving for a week.'
Dedicating the deed to a Facebook friend To hold people to their promises, Anthon Berg staff provided iPads at check out, and asked people to log on to Facebook and pledge the good deed on a friend's Facebook wall.
â€˜You can never be too generous' Anthon Berg has stood for generosity and high quality chocolate since 1884. The Generous Store was launched to re-establish these values, rejuvenate the brand, and help it stand out in the minds of consumers.
The strategy was to use this campaign as a vehicle to ignite a spark that would turn a single day pop-up shop into massive buzz and international PR rejuvenating the Anthon Berg brand. - Robert/Boisen & Like-Minded, campaign case study
Response at the store Designed to attract attention, the pop-up store stood out with pink branding and a pink entrance area. 100,000 people saw the store as they passed by, and people queued up for 1.5 hours just to get in.
Generosity begins before you enter In the true spirit of generosity, Anthon Berg staff handed out chocolate to the crowds outside the store, a tradition that began in 1884 with the first Anthon Berg store and Mr. Anthon Berg himself.
1) anthonberg.com/About%20Anthon%20Berg/Story%20of%20Anthon%20Berg.aspx 2) facebook.com/anthonberg
Generosity spreads through social media Within 24 hours, 150,000 feeds were posted on Facebook as people dedicated deeds, and posted follow up photos when they completed the deeds. Anthon Berg witnessed a 33% increase in number of fans.
Coverage in local and international blogs PR efforts, on-ground hype and social media activity ensured coverage in local Danish news sites, and popularity of the idea helped spread it across the web, with mentions in more than 1,000 blogs and websites.
The Danish chocolatier managed to reinforce its leading statement – by inspiring people to be more generous the company has created a happier society, and the brand’s popularity has been reestablished. - Lana Markovic, Blogger, Branding Magazine
Impact on bottom line Sales figures for February put to rest concerns that the 'feel-good' campaign was impractical and did not justify costs. Sales increased 12% compared to the same month last year.
1) http://www.psfk.com/2012/03/buy-chocolate-with-good-deeds.html 2) brandingmagazine.com/2012/03/26/the-benefits-of-being-generous-free-chocolate-leadsto-free-social-media-buzz/
Trend: crowdsourcing generosity and cheer Brands have begun to take happiness movements to the next level by empowering people to perform the acts of generosity or kindness, thereby increasing both brand equity and reach.
1) forbes.com/sites/scottdavis/2011/12/14/todays-g-generation-replacing-greed-with-generosity/ 2) youtube.com/watch?v=r1CiQ6Ckysg
More Peopleâ€™s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insightâ€™s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship.
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Published on Aug 15, 2012
This week, we distill insights around Generous Store - a one day pop up store set up by chocolatier Anthon Berg, to let people pay for choco...