spn ogilvy di borjomi blogger tour case

The Product

Unique water Borjomi, which for natural standards for over 1500 years old, gets on the ground, the path of enriching a composition of 60 different minerals present in rocks of the Caucasus Mountains. Today, mineral water Borjomi is identical to that was first poured on the first plant more than 120 years ago.

Due to Borjomi unique complex of minerals of volcanic origin, it cleanses the body better, which gives you the opportunity to feel lightness and enjoy life! It acts as a shower inside. Borjomi is unique natural mineral water that belongs to hydrocarbonate sodium waters with natural mineral content 5,5-7,5 g/liter. Thanks to the volcanic origin of the mineral water Borjomi, rich natural carbon dioxide, can rise to the surface without using any pump from a depth of 8-10 km warm stream (t. 38-41 C). °

What was important for Borjomi in 2012?

1. Expand customer base

2. Increase ocassional consumption

3. Fix the ‘Best Purification’ territory

4. Break the following Myths:

• Not all water is from the Borjomi wellspring

• Borjomi in plastic bottles is not the same as in glass bottles

What is the lifestyle of Borjomi Consumers?

Core TA: Young people between the ages of 25-45, active citizens of big cities

Interests: travelling, cars, food, parties, lifestyle

Interesting things in

the world, lifestyle

Parties and

entertainment

Cars Travelling

Gastronomy

Personal

development

• 10,000,000 Ukrainians use the

Internet everyday

• 46% of them live in 500,000+ cities

• 17% of them spend 21-30 hours

per week in forums and on blogs

• One in three Ukrainians online visit

social networks

• Ukrainians spend the same amount

of time on social networks, as

watching TV

How to bring the advantages of Borjomi to consumers in a way that they will believe?

Through close and clear communication channels with the

help of those, that are a role model for the consumer, whose

opinion he or she refers to, to which he or she unconditionally

trusts

Opinion leaders of the Internet and social media

How to involve opinion leaders in the creation of WOM-communication around Borjomi?

Unique nature and Georgian hospitality

Georgian feast and cuisine

Saturation program

+ Borjomi integration into all activities

By creating conditions for generating positive content and the possibility of its viral propagation online

Steps of project realization

Criteria for selecting participants

3. Bright, charismatic people

4. Exclusive and recognizable style of publications

1. Authoritative and well-known on the Internet

2. Cover ALL INTEREST areas of the target audience

Interest in the world, lifestyle

Parties Travelling + Cars

Gastronomy

Personal development & life-hacking

The best gastronomy observers and gastronomic

bloggers

Observers of the most fashionable portals about lifestyle, entertainment, trends and travelling

The coolest partiers in

Kiev

First of all were selected areas of influence and only then specified opinion-leaders. All bloggers were selected from different segments having similar preferences as the target audience.

Blogger Tour participants

Anastasia Goloborodko Author and creator of the ‘Spoon!’ web page. A fan of tasty cuisine and advocate of healthy food. The audience: 7 901/ per day

Mike Tsvetaev Kiev restaurateur and gourmet. Believes that food should ignite only positive impressions and knows how to find it in every meal. The audience: 4 150 /per day

Alexander Cheban Traveler, photographer, author of ‘Brightly about travelling’ blog, enters the list of the most readable and quoted bloggers The audience: 6 233/per day

Sergey Kalinin Gastronomy observer of ‘Forbes Ukraine’, author of the iCookOnline blog. Cook, traveler and observer. The audience: 8 715/per day

Yulia Moroz Editor-in-chief of a popular Ukrainian website about fashion and shopping: kuruza.ua. The audience: 23 023/per day

Alexander Yemelianenko Head and author of the well-known Ukrainian automobile website autocentre.ua The audience: 15 125/per day


Diana Kurishko

Journalist from the Tochka.net website: history, travelling, food & drinks

The audience: 74 132/per day

Sergey Pishkovtsiy Author of ‘Inspired’ blog, where he writes about inspiration and the visual beauty of our world The audience: 16 089 /per day

Anna Ustenko Editor of ‘The Village’ city magazine, specialist in entertainment, gastronomy, social life and many other aspects of metropolitan life The audience: 94 255/per day

Dmitriy Reifman Author of the blog ‘For everyone about everything’, selection of materials, united into a sort of encyclopedia of modern information space. One of the most popular Ukrainian bloggers in Livejournal. The audience: 2 418/per day


Viacheslav Baranskiy Chief editor of the lifehacker.ru blog (Top-10 blogs of Runet according to Yandex), partner of the company ‘Buffer Bay’ The audience: 45 455/per day

Artyom Travkin, Kiev partier, knows everything about having a good time in and outside the capital The audience: 6 459/per day

How did the participants become interested in Borjomi?

• What can be better than Borjomi during a feast?

• Georgian cuisine and wines

• What should be visited and how should it be visited in Georgia?

• What is interesting in Georgia?

• How is the most legendary CIS water produced?

• How is Borjomi produced?

• What is interesting

in Georgia, its customs and culture?

• How to quickly get back into shape with Borjomi?

Interest in the world, lifestyle

Parties Travelling + Cars

Gastronomy

Personal development & life-hacking

How were consumers integrated into

communication?

1. They attracted fans to discussions

3. They personally watched production and bottling

process of Borjomi

2. They were convinced in the absence of fraud

They shared their experiences in real-time!

Opinion leaders created an effect of presence in the Blogger Tour on their personal web pages and media, which they represent

+ + + + + + + + + +

Go go go!

Agenda of the ‘Borjomi Chronicles’ Blogger Tour

12 июля: •Экскурсия по Тбилиси и Мцхете •Дегустация вин •Ужин в традиционном грузинском ресторане •Мастер-класс национальной кухни

July 12

• Excursions in Tbilisi and Mtskheta • Wine-tasting • Dinner in a traditional Georgian restaurant • Master-class on national cuisine

July 13 • Visits to factories #1 and #2 • A walk-through of ‘Borjomi-Kharagauli’ National Park

July 14

• Excursion in Batumi • Free time on the beach in Kvariati

By Bus with free Wi-Fi

How was it?

Day 1

Day 3

Day 2

Results

Blogger Tour coverage & effectiveness

*Data for 01/09/2012

Interaction between bloggers and brand

One of many

Alexander Cheban

• 3 blog publications • 448 likes in publications • 68 brand mentions • 27 publications in social

networks

• The post entered the rating of Top-25 Ukrainian popular publications

• 25 re-prints (Daypic.ru and News.meta.ua) with an everyday resources overview by 100,000 users

• 867,558 consumers saw the advantages of Borjomi thanks to only one blogger!

• Photos from the blog were using at Forbes magazine

*Data for 01/09/2012

Bloggers results*

• 45 publications on Facebook

• 423 546 views of publications on Facebook

• 622 Likes

• 27 video in YouTube with 2738 views

• 14 550 views of 2 publications in blog


• 1639 Like

• 783 236 views of publications in blog

• 13 448 views of 3 publications


• 1 229 views of publications in Twitter

• 32 300 views of 3 publication




• 21 tweets

• 100 227 views of publications in Twitter

• 6 603 views of 2 publication


• 10 reposts on Facebook

*Data for 01/09/2012

Bloggers results*



• 25 694views of publications in Twitter


• 2 republication of posts

• 135 206 views of 17 publications in Twitter.

• 23 retweets in Twitter


• 48 466 views of publications at Kuruza Facebook profile

• 15 tweets


• 371 total quantity of Likes


*Data for 01/09/2012

Major Achievements

1. The Blogger Tour brought Borjomi more than 3.5 million contacts with the target audience.

2. Borjomi received an opportunity to involve consumers into communication with the brand and virtually ‘take part’ in the tour with the help of their opinion leaders.

3. Long tail from bloggers publications continues drive attention to the Borjomi even after the end of the campaign.

4. Each blogger was able to create their own unique content, specifically tailoring to their audience and goals and have become true Borjomi ambassadors!

Major Achievements

And of course…

$0 media cost

Even in China!

http://sanlier.blog.163.com/blog/static/20516305220121012113826109/

http://sanlier.blog.163.com/blog/static/20516305220121012113826109/

Key Success Factors

We flew away… But we promised to come back! And something troubled me – a slight feeling that you'll still have to read the

Borjomi Chronicles Vol. 2.

spn ogilvy di borjomi blogger tour case

Documents