| Title | CORNETTO SCHOOL OF WOO |
| Brand | UNILEVER |
| Product / Service | CORNETTO ICECREAM |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | PHD Shanghai, CHINA |
| Entrant Company: | PHD Shanghai, CHINA |
| Media Agency: | PHD Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Ryan Zheng | PHD | Digital Planning Manager |
| Elena Xu | PHD | Digital Planning Supervisor |
| Ivy Au | PHD | Associate Digital Director |
| Carrie Gu | PHD | Digital Planning Supervisor |
• School of Woo has elevated China from being the 4th largest- to being the largest Cornetto market in the world and China’s number 1 cone brand. Its market share grew from 42% in Y10 to 54% in Y11. • A total of 45 million video views directly contributed to 28% online awareness; un-aided brand awareness went up 6% for Cornetto. • Brand understanding significantly increased with an increase across all brand attributes, and 5% upswing linking Cornetto to its “love” positioning. • Cornetto role in our audience’s lives strengthened brand affinity and proved to be Cornetto’s most successful summer globally.
• We launched the open enrollment of The Cornetto School of Woo with a series of seven branded online microsodes across two of China’s largest social networks, QQ and RenRen. Our audience was emerged in the mini webisodes – which featured a group of co-eds attempting to woo each other – and was encouraged to participate. We also hid clues within our 7 Day Woo School, an online tutorial designed to help hone wooing-skills. Our flip-lid summer promotion also linked to the campaign giving our audience access to featured bonus content; witty behind-the-scene outtakes, additional wooing tutorials, weekly sweepstakes and in-social-network currency.
• It’s no surprise that Cornetto’s core audience of 18-21 university students is infatuated with dating. But when it comes to relationships in China, social customs often control young couples’ courtship; love and romance are serendipitous notions left for movies and song. • Public displays of affection are taboo. Social networks in China don’t have “relationship status” updates, which creates a maze students must navigate to discover who is single or attempting to woo whom. We however discovered that this was a favorite activity for students idling away the long summer months. Our approach was to leverage our audience’s appetite for romance, and their propensity for mining social networks for relationship updates, and to help inject spontaneity back into the art of courtship. The Cornetto School of Woo. An online interactive tutorial created to provide students with the spark they needed to master the art of wooing.