Case Study

Six-year-olds are more digitally savvy than adults, study finds

The average six-year-old is more technologically literate than the average 45-year-old, reports a new study from communication watchdog Ofcom. The annual report, which examines British consumers, was published on Thursday. The arrival of broadband Internet access in 2000 created an entire generation of kids whose communication is “fundamentally different,” from other older generations, Jane Rumble, Ofcom’s media(…)


Rejuvenating a Brand Through Social Media

When Nestlé UK let customers vote via social media for their favorite new flavor of the company’s Kit Kat Chunky chocolate bar, customer engagement increased — and Nestlé developed successful new offerings.

Today’s managers understand the potential of social media engagement for generating business value. With each click, comment, “like” or post, consumers leave vital pieces of information — in effect, virtual footprints — that can be aggregated to generate new insights for brand management and engagement. However, companies often lack the right tools to guide them in this process. Without a framework with which to convert the mass of user-generated content into knowledge, the business value of social media stays hidden in plain sight.

One exception is Nestlé, which has developed a strong capacity to manage its social space and extract useful insights from the voluminous data created via social media. To gain insights into how Nestlé has learned to capture this value, for a year we followed Nestlé UK’s campaign to rejuvenate its Kit Kat chocolate bar brand among 18- to 24-year-olds. By successfully leveraging social media for the Kit Kat brand, Nestlé UK was able to induce positive word of mouth through the development of consumers who serve as brand advocates; increase sales and innovativeness; and generate a higher return on investment.

From these observations and other insights from our research, which also involved an in-depth study of social media use by another Nestlé UK brand, we have derived a four-step framework that we believe will enable companies in any sector to extract valuable information from the vast amount of data that social media engenders.

A Four-Step Framework for Social Media Utilization

After an extensive series of interviews and detailed observations of Facebook fan pages, we found that Nestlé UK followed a four-step utilization framework, which we call the SELI (Scan, Engage, Learn and Internalize) framework, to strengthen its Kit Kat Chunky brand by nurturing a social network. The sequential steps of this framework are documented in the following:Before you begin: Specify the goal or objective. Before applying the framework and engaging with consumers on social networks, senior managers should specify a goal or business objective underlying the conversation with the consumer. In particular, managers need to direct the channel toward achieving a specific marketing or brand goal, such as increasing brand awareness, brand loyalty and engagement, intelligence gathering, or new product development.

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Case Study – Bringing Gamification to Voucher Redemption

SwipeStation is the in-venue solution for capturing, handling and redemption of campaigns. It seamlessly bridges the gap between offline and online, offering brands a simple solution for promotion redemption in the real world and adds a fresh twist on marketing. 

For consumers it provides instant on-site redemption and taps into the human desire for instant gratification and gamification. 

Pepsi were eager to leverage SwipeStation to help push themselves as a ‘love brand’ whilst creating a fun campaign that drove sales and repeat footfall.

SwipeStation implemented a ‘Scan-and-See if you’ve won’ concept that gave the customer a coupon with every Pepsi purchase. 



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