Christof Stulz, Ovomaltine, WWF 2019

Cooperation for better Competition World Web Forum, ZĂźrich January 17th 2019

Start of success story with “new to the world” innovation … a little bit of history

1865

1920

1904

Georg Wander 1841-1897 Vacuum steamer

Albert Wander 1867-1950

1937

1964

Ovomaltine present in first advertising window in Switzerland (1965) ‌ a little bit of history

1965

1970

Ovo Grand Prix

1981

1990

1996

Strong brand claim is born (1999): «not better, but longer» … a little bit of history

1999

2000

2004

2008

2010

Never change a winning team: Relaunch of claim «not better, but longer» … a little bit of history

2011

2012

2013

2014

2017: Big Bang Snacking: Launch of 3 NPD’s for on-the-go and snacking … a little bit of history

2016

2017

2018

Ovomaltine assortment 1904 assortment

Core Powder

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Ovomaltine assortment 2019 assortment

Beverages

Breakfast NEW

NEW

Ready to Drink

Powder

spread NEW

Müesli

NEW

Croissant

Core

Biscuits

NEW

Bars

Snacking

Chocolate

Powder Ice Cream 8

Brand awareness & image Brand awareness

Most trusted brands

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Communication goals

1. Storytelling platform

Audience need

Brand need

2. Consumer journey / prioritised products

Digital touchpoints

Physical touchpoints

Shared ideal

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Hot topics of target audience

ALTERNATIVE SPORTS

DIGITAL FIRST SHOPPING

Urbane hippster Gyms (Balboa), City Runs (nike, adidas) Boxclubs, Surfen, Kiten, Outdoor Boot Camps, Skaten, SelfTracking

Digital First Brands: Glossier, Everlane, Mansur Gavriel, Kylie Jenner Lipkits, Revolve, Outdoor Voices

MUSIC Festivals like Coachella, Burning Man with Stars like Dua Lipa, K-POP

THEIR NEWS

STREAMING

Platforms like Buzzfeed, Reddit, Refinery29 or 9gag and izzy

Netflix: Maniac, specific Gen Z series like 13 reasons why, Black Mirror, Stranger Things.

New Streaming Services.

FOODTRENDS

ENGAGEMENT

Slushies cold-pressed Juices, Acai Bowls, Streetfood

social responsibility, Freedom Marches, Women Empowerment, #metoo

INSTAGRAM & PINTEREST TRAVEL

TOPICS THEY LOVE

Instagram as first inspiration point, collect memories not things, AirBnB, Insta saves & Pinterest Moodboards

WHY we use recipies Our goals: a) Drive awareness or relevance and engagement • …when launching new products • …when showing different usages of our products than the “simple” consumption (cross-usage/consumption)

b) Drive purchase • …when supporting a retail promotion • …when focussing on special seasons (x-mas, mothers day, etc.)

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HOW we use recipies

HERO

TVC/Online Ovo rocks campaign

TVC/Online crunchy cream campaign

Sampling Platform Household Mailing

Anchor moment Ovo challenge

HERO

HUB

Cons. seek Inspiration

HUB

Social media, Influencers, Recipe's, Newsletters

HELP

Cons. seek regular content

HELP

Packaging, Website, Info Service, Social media (PM, wall)

Cons. seek relevant content

September

January

March

June

13 Source: De Schepper 2016

HOW we use recipies Where do they belong in our marketing plan?

Customer journey → online & offline Integrate digital with physical touchpoints to be present b)inCustomer journey → online & offline whole customer journey.

Integrate digital with physicalDigital touchpoints to be touchpoints present in whole customer journey.

Physical touchpoints

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WHAT does it look like: Ovomaltine retail case study

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Do you spot Ovo?

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Support sales of a retail promotion Our case: Sales promotion in retailer during 2 weeks • Goals: • stand out at POS, • push sales rate, • be relevant and seen

• Recipe as key element in communication: • easy, fast & yummy, • not too much sugar • Presented in a very modern way

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Ovomaltine muffin video

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Communication on- & offline

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Conclusion: new recipe content strategy

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Oct 18

Nov 18

Dec 18

Jan 19

Feb 19

Always-on with SEA on recipes in general

Always-on with TrueViewAds (each month a new recipe video)

New recipe video

New recipe video

New recipe video

New recipe video

New recipe video

New recipe video

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Results – www.ovomaltine.ch Last 3 months vs. first 3 months of 2018

Traffic on recipes

Recipe dwell time

Recipe downloads

+185%

+50%

+74%

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Our recipe creation process Creation • Self generated content: 2-3 waves of professional recipe creation → different season styles, different products, similar look & feel (develop your style) • User generated content: Repost consumers recipes → stimulate them

Communication • Spread recipes during the year → plan them in the content calendar & also use them offline

… and now some more secrets…

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