Clients: Consumer Packaged Goods

Key Dynamics for Consumer Packaged Goods in Social Media

  • Consumer facing brands in need of a family friendly social environment
  • Persistent, consistent social engagement positioning across channels
  • Social execution that reflects and extends the mass brand image, in a way that is socially and personally relevant to the individual consumer (driven by social cultural model)
  • Engagement of consumers on a personal basis, such that they hold brand preference when shopping
  • Insight into consumer changing perceptions (positive, negative, wants) as well as feedback on marketing communications and product features
  • Brand positioning and sales channel execution that can vary by country and demographic market segment (making comparable flexibility and segmentation in social execution a must)
  • Focus on product attributes, lifestyle image, or cause marketing
  • Social programs with long-term relationship view, short-term campaign horizon, or both
  • Ability to scale up and down quickly
  • Social crisis management

Current case study:

Major CPG Company Global Moderation Program

LiveWorld provides a major CPG company with a standardized multilingual moderation program for Facebook, other social networks and internal community web sites to support brands and countries around the world. The LiveWorld Advanced Power Moderation Tools and unique process flow, combined with a trained force of moderators for quality decision-making around user-contributed content, improve time to market, time to respond, insight, and consistent brand presence, as well as scaling moderation resources among numerous projects worldwide. The company can thus protect its brand, engage customers, and gain insight with with maximum efficiency and cost-effectiveness.

 

Classic case study:

Dove Campaign for Real Beauty

Known as a hallmark in social media marketing, LiveWorld provided the online community elements of the global Dove Campaign for Real Beauty cause branding program. LiveWorld provided moderation, community management and community applications to which women were invited to contribute their ideas about what constitutes real beauty. With a technology platform that included multilingual featured excerpts of women’s posts, LiveWorld community managers selected the best posts for highlighting, while moderators made sure posts were appropriate across the 28 country-language combinations involved in the project. LiveWorld also provided rapid scale and response to support Dove’s a SuperBowl commercial for the program.

Current Clients:

  • Smucker’s
    • Smucker's Brands
  • Kimberly-Clark
    • Kimberly-Clark brands
  • Mattel: Mattel, American Girl, Barbie (pre-2010)
  • spaceMajor Bathroom Tissue BrandspaceMajor Battery BrandspacespaceMajor CPG Olympics SponsorshipspaceMajor Detergent BrandspaceMajor Diaper BrandspacespacespaceMajor Paper Towel BrandspaceMajor Shampoo Brands

1996-2010 Clients:

  • The Campbell Soup Company: Campbell’s Soup, Labels for Education, Puff Pastry, V8
  • Coca-Cola: Coke, Sprite
  • Hallmark
  • Kodak
  • Kraft: Kraft Foods Jello , Tassimo, Comida
  • LeapFrog
  • Neutrogena
  • SlimFast
  • Unilever: Dove Campaign For Real Beauty, Suave Shampoo/In The Motherhood
  • Major Potato Chip Brand
  • Major Feminine Hygiene Brand
  • Major Cosmetics Brands