#iRemember… not only an amazing experience, but also an experiment joining Com Fu, Barista Espresso and the Online Community! With Social Media falling gradually into the trap of Traditional Media, a disruption of the routine was needed. For this purpose, a Social Experiment was devised by moving content creation from the Brand to the People and creating the first CSR campaign for Barista Espresso. This gave birth to a 360 degree activation on Alzheimer’s Awareness Month, where people contributed through the different Social Media Platforms in support of the Alzheimer’s Association of Lebanon.

5. THE BRAND
• Founded 1999
• The Barista pod revolutionized the market bringing premium espresso,
packaged for freshness and taste, into the homes restaurants, schools,
hotels, businesses and fine retail outlets of countless coffee enthusiasts
• Its huge facility located in the industrial district of Sed El Bouchrieh is where
1,500,000 espresso pods are produced monthly, in flavors like Auro Perfetto,
Columbian and the new Cardamom blend.
• Barista's aim is to supply exceptional coffee to a satisfied consumer base,
through dedicated after sales service and support
• Facebook: 36,219 Likes | Twitter: 1,077 Followers

17. CHALLENGE
Social Media falling gradually into the trap of Traditional Media
- Break the routine of repetitive interactive posts
- Brands continuously initiating the interaction
- Move the content creation from the Brand to the People
- Create an activation where people can contribute through all platforms
and all communication mediums
- Upgrade Game Engagement from only Fun to both Fun & Personal

20. BENEFITS OF COFFEE
- Coffee Can Improve Energy Levels and Make You Smarter
- Coffee Can Help You Burn Fat
- Coffee Can Drastically Improve Physical Performance
- Coffee Contains Essential Nutrients
- Coffee May Improve Long Term Memory
- OTHER…

21. SCIENTIFIC RESEARCHES
Coffee may Improve Long Term Memory
European Journal of Neurology
Neurological Research Journal
Journal of Alzheimer's Disease

23. THE FACTS
o 30,000 cases of Alzheimer’s disease in Lebanon.
o It’s the MOST COMMON type of Dementia in Lebanon.
o 34 million people will have dementia in 22 years.
o An estimate of 24 million people in the world with Dementia.

25. o About:
Non-profit organization with the mission of improving the quality of life
for people with dementia and their caretakers.
o Objective:
Raising public awareness throughout Lebanon hoping to eliminate the
fear caused by Alzheimer’s mental disorder.
Alzheimer’s Association Lebanon

27. ObjectivesTHE OBJECTIVES
1. Create first online CSR Experiment for Barista
2. Join the Business with the Social to support a Cause
3. Involve the people in the creation of the Campaign content
4. Create synergy through all Social Media channels
and launch Instagram and Twitter for the brand
5. Diffuse a positive image of the brand
6. Highlight benefits of coffee

29. Corporate Social Responsibility
CSR: It’s when a business does more for the wellbeing of others than
required in an economical and legal sense.
DIFFERENT TYPES OF CSR
o Environmental CSR: Focuses on eco-issues such as “climate change”.
o Community based CSR: Businesses work with other organizations to
improve the quality of life of the people in the local community.
o HR based CSR: Projects that improve the wellbeing of the staff.
o Philanthropy: Businesses donate money to a good cause, usually
through a charity partner.

30. 6 Reasons Why a Business Would Want to Get Involved in CSR:
1- Satisfied Audience
2- Satisfied Employees
New Recruitment Opportunities + Team Satisfaction
3- Positive PR
An opportunity to share positive stories online & through traditional media.
4- More Business Opportunities
Because of continuous interaction with other parties, your business
will be the first to know about new business opportunities.
5- Long Term Future for Your Business
CSR is all about achieving long term results and business continuity.
6- KARMA!
Corporate Social Responsibility

32. #iRemember
YOU CREATE WE DONATE

33. The Concept Brief
DIRECTIONS
o Design the campaign around #iRemember
o Create content to guide the people to create content
o Use the relationship between Coffee and Memory
o Clearly explain that 1$ will be donated per each unique:
 Facebook Post
 Twitter Tweet
 Instagram picture

34. What’s your Story?
DIRECTIONS
Participants will be telling stories by sharing their memories using
the hash-tag #iRemember through posts, tweets and pictures.
o Stories can be related to anything that is of personal significance to all
participants.
o Example of topics to be covered:
 Love
 Education
 Family
 Holidays
 Good Times

35. Content Examples
#iRemember my first ballet lesson!
#iRemember the day I met my life companion
#iRemember my mom’s bed-time stories
#iRemember my first day at school
THE CONTENT - GUIDING

36. Content Examples
Moderate coffee consumption can
appreciably reduce your risk of
Alzheimer’s or delay its onset.
#iRemember
Women who drink coffee are less likely to
suffer memory loss at a later stage.
#iRemember
THE CONTENT - INFORMING

37. Implementation
360 ° Activation
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39. Facebook Cover Picture

40. Facebook Posts
What’s the best memory you've ever had?
Share with us a special memory using #iRemember. Support
Alzheimer’s research in Lebanon!

41. The Application

42. Twitter Timeline

43. The Content
“Memory... is the diary that we all carry about with us.” - Oscar Wilde
#iRemember. Donate 1$ by using #iRemember. Share with us the
special memories you'll always carry!

44. #iRemember amazing sisterly moments.
The Content

45. #iRemember my childhood’s rocking horse
The Content

46. #iRemember my first baby born
The Content

47. #iRemember her 2nd birthday!
The Content

48. #iRemember the day I fell in love with you!
The Content

49. #iRemember the day I married her
The Content

50. THE COMMUNITY

51. Community Engagement
@serenade_87: #iRemember the one who makes me smile

52. Community Engagement
@McMullenAtor: #iRemember when his tiny hand took
my finger for the first time

53. Community Engagement
@CaffeineHanine: #iRemember when my mum would drop me
at school & I would cry for her to come back

54. Community Engagement
@CariineElKhoury: #iRemember when we first saw each other

55. Twitter Regional Trends

56. Positive Emotions from Audience

57. Press Coverage
Al Balad Newspaper –27 September 2013

58. Press Coverage
Al Mustaqbal Newspaper – 25 September 2013

59. Press Coverage
Elnashrafinance.com – 27 September 2013

60. Press Coverage
Al Mustaqbal – 15 October 2013

61. Press Coverage
Fairuz Magazine – November 2013

62. Press Coverage
Layalina –November 2013

63. Press Coverage
Astuces Parents – November 2013

64. Press Coverage
Elle Oriental –November 2013

65. Press Coverage
Mondanite –November 2013

66. Press Coverage
Spécial –November 2013

67. Press Coverage
Executive –November 2013

68. Money Donated

69. Money Donated

70. Outcome Summary
THE LESSONS LEARNED
o Enhanced people’s knowledge on Alzheimer’s disease
o Enhanced awareness on benefits of coffee
o Increased awareness about the Lebanese Alzheimer’s Association
o Increased engagement on all 3 Social Media Platforms
o Boosted the good reputation of the Brand
o Created positive PR – Press coverage
o First Digital CSR (Corporate Social Responsibility) Experiment for the brand

71. Lessons Learned
THE LESSONS LEARNED
o Incentive for Participants: Whether physical or Moral
o Importance of a longer period activation
o Importance of Facebook AD + Promoted Tweets for bigger reach
o Importance of Mobile Version especially during summer period
o Success of causes on Twitter when it comes to the nature of the platform
o Advantage of Facebook over Twitter and Instagram when it comes to the AD platform
availability
o Importance of having one clear message for the campaign and clear instructions
guiding users
o Added value of holding an offline event
o Increase TV appearances during the activation

72. Thank Fu