1) Increase household penetration from 6.7% to 8.7% (of juice repertoire), representing 30% growth in sales.
2) Increase the current consumer database
(c. 8,000 records)

OUR ROLE
As well as building new pages, content and improving the accessibility of the site, STANDOUT have also introduced and actioned the below online services to strengthen Copella’s digital presence and engagement with consumers. STANDOUT are working with Copella to ensure that the brand get the best possible results, both with communicating the brand and in the end-user experience on the Copella website. Through providing analysis of the site and activity on a weekly basis, we are able to identify new areas in which Copella are able to build interaction, increase their database accordingly and supply tailor-made solutions accordingly.

On-going monthly services:
• Weekly blog posts, with pre-compiled content
• Monthly addition of YouTube content
• 4 one-hour sessions a week of social engagement and discussion with consumers who mention the Copella brand, this time will also be used to promote aspects of the brand on sites across the internet relevant to the brand and it’s other marketing initiatives
• A statistics/reporting document delivered on the last Friday of every month, containing comprehensive analytical data on the performance of the various digital assets and properties being employed. These figures are provided with insights into their meaning, indicating which properties or channels of communication are performing the best, what content inspired the most discussion, and how this data can be utilized to encourage a continued consumer database growth over the 2010 period.

Social/Media management:
Standout’s social/media management service is focused on the promotion of the brand and engagement of its consumers on digital social interfaces.
• Replying to comments from consumers on Facebook
• Replying to Tweets from consumers on Twitter
• Proactively messaging Twitterers who mention the brand
• Leaving Copella-positive comments on blogs relevant to the brand and its products (such as event blogs where Copella may have a sampling stand)
• Posting Copella articles to Digg and Reddit to spread the brand image
• Commenting on YouTube videos that mention the brand, directing users to the Facebook page

Analytics/Statistics/Insights reporting:
• Top level analysis of the monthly figures
• Consumer database growth – top level figures and analysis
• Central Digital Property (C.D.P.) report – number of visitors, bounce rate, traffic sources etc
• Analysis and insights of the C.D.P. data
• E-CRM statistics – number of recipients, bounce rate, popular content and number of times opened, plus additional data
• Insights and analysis of the E-CRM campaigns
• Facebook Fan page reporting – number of fans, interactions etc. Analysis of popular content
• Twitter – top level analysis of number of Tweets recieved, followers increased with analysis
• Social media distribution – Records of all social media distribution undertaken in this calendar month

THE IMPACT OF OUR WORK
Since December 2009, we have already seen the following staggering increases in their social networking activity. The
Copella’s Facebook fan database has increased by 88% and we have already witnessed a 944% increase in Twitter followers!