1. THE BEST OF GLOBAL
DIGITAL MARKETING
MIKE BERRY
JANUARY 2013
©Mike Berry Associates 2013

2. THE BRAND
Anthon Berg
125 yrs old Danish premium chocolate
Winner of Danish Internet Awards 2012
©Mike Berry Associates 2013

3. THE BRAND
DNA of Anthon Berg
brand = Generosity
At the Grand Opening of the first store in Copenhagen, people
were ‘queueing’ for many hours. Anthon offered people free
chocolate while they waited
He even put more cocoa than needed into his chocolate…
©Mike Berry Associates 2013

4. THE GOAL
- To activate the platform:
“You can never be too generous”
(Part of integrated campaign);
- To show generosity in various ways
- Make brand more attractive to younger audiences,
“dust it off”
- Generate Facebook fans for Anthon Berg
©Mike Berry Associates 2013

5. THE CREATIVE SOLUTION
- Open a shop in the center of Copenhagen,
“sell” chocolate for good deeds FOR 5 HOURS ONLY!
- People had to publish their good deed on Facebook
- People with no FB account could instead send a postcard
with their good deed
©Mike Berry Associates 2013

6. “PRICES” (DEEDS)
- Call your Mum
- Take your wife
to the opera
- Quit smoking
©Mike Berry Associates 2013

7. Agency Interview
The challenge….
©Mike Berry Associates 2013

8. IN THEIR OWN WORDS – CREATIVE CHALLENGES
Mathias Birkvad, Digital Director
ROBERT/BOISEN & Like-minded
PLAY
VIDEO
©Mike Berry Associates 2013

9. EXECUTION, CHALLENGES
Team of 25 people involved
How to make people buy quickly?
Store was open for 5 hrs only
Radio and print ads created hype
It was not giving away for FREE, but for a good deed
The store looked very exclusive, premium. Grand opening!
©Mike Berry Associates 2013

10. RESULTS
- 550 people visited the store during 5 hours
- 450 people posted on Facebook
- Viral effect: Facebook 150,000 feeds
- 100,000 people ‘walking by’ (like outdoor)
- Event was filmed and seeded – 100,000 people saw it on
YouTube
©Mike Berry Associates 2013

11. RESULTS
- FB fans increased by 35%
- Massive PR in Danish media
- Most important – brand ambassadors are valuable
- 700,000 people reached via Twitter
- The idea was understood globally, helped to introduce
AB to new markets
©Mike Berry Associates 2013

12. IN THEIR OWN WORDS - RESULTS
Mathias Birkvad, Digital Director
ROBERT/BOISEN & Like-minded
PLAY
VIDEO
©Mike Berry Associates 2013

13. KEY LEARNINGS
- Be true to the brand (Brand DNA)
- Premium brand must act as premium
- Do not exclude non- users of social media
– postcards also work!
©Mike Berry Associates 2013

14. THE BEST OF GLOBAL
DIGITAL MARKETING
MIKE BERRY
JANUARY 2013
©Mike Berry Associates 2013