Doncafe@Facebook

1. Facebook- SOMO AWARDS-
SCROLL

2. Insight
COFFEE IS ONE OF THE
FAVORITE MORNING RITUALS,
EVERYDAY HABIT THAT
BRINGS PEOPLE
TOGETHER.
ALMOST LIKE FACEBOOK.

3. Idea
WE WANTED TO LET PEOPLE
ENJOY AND SHARE THEIR
COFFEELICIOUS MOMENTS
ONLINE

4. To become
MOST TALKING ABOUT LOCAL
FACEBOOK BRAND AND INCREASE
DONCAFÉ TOP-OF-MIND
AWARENESS

5. Approach
TURN THE DONCAFÉ PAGE INTO
FAVORITE FACEBOOK RITUAL
FOR COFFEE LOVERS AND
CREATE UNFORGETTABLE
FACEBOOK EXPERIENCE
THAT WILL LAST OFFLINE

6. Way to do it
DELIVER CONTENT THAT WILL
INSPIRE OUR FANS, MAKE THEM
LAUGH SO THEY WILL SHARE IT
AND BOOST DONCAFE
VIRAL REACH

7. How we talk
to people
WITH 3 POSTS PER DAY
WE TRIGGER CONVERSATION
AROUND FOLLOWING TOPICS:

8. How we talk
to people
COFFEE,
COFFEE
AND COFFEE!
LIKES: 607
SHARES: 252
COMMENTS:183

9. How we talk
to people
FOOD & RECIPES
LIKES: 873
SHARES: 144
COMMENTS:20

10. How we talk
to people
ORIGINAL MEME’S
LIKES: 2287
SHARES: 1105
COMMENTS: 37

11. How we talk
to people
AND MORE
ORIGINAL MEME’S :)
LIKES: 803
SHARES: 174
COMMENTS: 58

12. How we talk
to people
TAILOR MADE
QUOTES
LIKES: 1378
SHARES: 281
COMMENTS: 10

13. How we talk
to people
A LITTLE BIT OF
PRODUCTS
LIKES: 467
SHARES: 51
COMMENTS: 10

14. How we talk
to people
A LITTLE BIT OF
PROMOTIONS
LIKES: 814
SHARES: 49
COMMENTS: 58

15. How we talk
to people
WE APPRECIATE
LOYALTY
LIKES: 387
SHARES: 15
COMMENTS: 7

16. How we talk
to people
LIKES: 881
SHARES: 45
COMMENTS: 94
SO WE MAKE SURPRISES

17. Identity
IT’S CONSISTENT
WITH OTHER
CHANNELS

18. Identity
IT’S SEASONALLY
REFRESHED

19. Identity
INLINEWITH
BRAND ACTIVITIES

20. Identity
AND DESIGNED
WITH MATCHING
PROFILE AND
COVER IMAGE

21. Activations
IN THE PREVIOUS
YEAR WE
LAUNCHED6FB APPS:

22. Activations
NEODOLJIVI MIRIS
- Scrolling adventure
game, where fans
were challenged to
play with irresistible
smell, avoid obstacles
and win points

23. Activations
DONCAFE AKCIJA
- Interactive Sweepstake,
where fans were selecting
their favorite Commercial
and contributed to display
the most voted on TV

24. Activations
NOVOGODISNJI MOMENTI
– 3in1 game, where users
were challenged to
decorate Christmas
tree, pack presents or
play Sudoku for prizes

25. Activations
SAMO ZA DAME
- Interactive video,
Women’s day viral that
was launched to surprise
female coffee lovers

26. Activations
DONCAFÉ USKRŠNJA
- Creative crowdsourcing,
that challenged fans to
decorate and share eggs to
win new Easter Doncafe cups

27. Activations
DONKAFICA SUDBINE
- Interactive Sweepstake,
launched to gather
consumer preference
by empowering them
to drink virtual coffees,
reveal and share
fortune cookies.

28. Results
IN PREVIOUS
YEAR...

29. Results
6USER ACTIVATIONS

30. Results
120.971NEW FANS

31. Results
1.332.304POST LIKES

32. Results
167.015POST SHARES

33. Results
69.244COMMENTS

34. Results
UP TO 33.000PEOPLE TALKING ABOUT

35. Results
TOTAL REACH 31.198.237

36. Results
39.599APP USERS...

37. Results
...WHO USED APPS
113.652TIMES

38. Results
VIRAL REACH
5.393.299

39. 2013
Thanks for
your time!
Applied for SOMO Awards on August, 30, 2013
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