the case studies
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Engage thousands, reach hundreds of thousands! Each PAARTYY campaign consists of hundreds to thousands of brand parties all held in the homes of passionate consumers - influential brand advocates. Party box A carefully assembled brand party box delivered to each of the influential hosts guarantees hours of brand-centric experience followed by massive word of mouth, social media echoes, authentic brand advocacy and lasting purchase intentions. 859 770 Friends of friends 164 395 Party participant’s friends 12 937 Party participants Consumer reach 1.000 brand parties reach 1.000.000+ consumers. Through genuine conversations and recommendations of trusted friends. Clients Mondelēz, Nestlé, O2 and Unilever have all enjoyed a paartyy or few already. Registered hosts 50.000+ registered influential brand party hosts. Proven track record Proven track record since 2009. Each campaign is tracked, measured, analyzed and hey even photographed. NESCAFÉ Objectives Results To increase awareness amongst consumers in the Czech Republic and in Slovakia of the drink NESCAFÉ Frappé, mainly during the course of the summer months when coffee consumption stagnates. To build the NESCAFÉ Frappé position as an ideal drink for refreshment and stimulation, to teach the consumer how to prepare the beverage, and to develop positive discussions about the product and its advantages. number of attendees of NESCAFÉ Frappé party: 16,320 (generation 0) number of adults per party: 13 number of friends told about the NESCAFÉ Frappé party by attendees: generation 1: 180,336, generation 2: 631,176 average length of one party: 4 hours, 48 minutes 88 % of party attendees plan on buying NESCAFÉ Classic friends and acquaintances were listed as the most frequent source of awareness of NESCAFÉ Frappé (44 % of respondents in the ČR, 32 % of respondents in Slovakia).** prompted awareness of the NESCAFÉ Frappé party reached 5 % in the CR after the party (population percentage of CR 1570, i.e. 390,156 people), prompted awareness reached 10 % in Slovakia (population percentage of SR 15-70, i.e. 403,025 people) volume market share of NESCAFÉ on the Czech market grew in June and July 2010 by 7.6 % over the same period in 2009, volume market share on the Slovak market grew by 4.8 % over the same period in 2009*** Net Promoter Score® of the brand NESCAFÉ in generation 0 reached 65 points after the party Client Nestlé Česko s.r.o. Implementation April 2010-June 2010 Brand NESCAFÉ Classic Target group Men and women, aged 25-40, both in the Czech Republic and Slovakia Media channels Internet, PAARTYY.COM Source On-line research amongst participants (generation 0) & telephone inquiry (generation 1) **Nestlé Beverages tracking, Coffee, Q2/Q3 2010 - Czech and Slovak Republics, TNS Aisa Česká republika ***ACNielsen Czech Republic s.r.o., June/July 2010 Contact Zbyněk Haindl Nestlé Česko s.r.o. Mezi Vodami 31, 143 20 Praha 4 (E) zbynek.haindl@cz.nestle.com BILLA Vocílka Objectives Results The Billa grocery store chain addressed the agency Outbreak to assist Billa in promoting the Vocílka brand of meats. This brand is available exclusively in the Billa network. The objective of the campaign was to increase awareness of the Vocílka brand itself, its presentation as a quality product of Czech origin and affiliation of the brand with an emotional experience amongst current and potential customers. Communication was also to build positive word-of-mouth (concerning such attributes as freshness, quality, availability, origin), and to support product sales. number of participants of the Vocílka Grill Party: 12,981 (generation 0) number of adult participants at 1 party: 13 number of friends whom the participants told about the Vocílka Grill Party: generation 1: 181,734, generation 2: 770,552 average length of one party: 5 hours a 22 minutes 80 % of Vocílka Grill Party participants stated that they would buy Vocílka meat at least once per month number of photographs taken of participants of the Vocílka Grill Party at the PAARTYY.COM web: 1,220 average length of conversation about Vocílka Grill Party (gen0 gen1): 9 minutes 51 seconds Net Promoter Score® of the Vocílka brand after the party in generation 0: 40 points (growth of 60 points) Client BILLA, spol. s r.o. Implementation April–June 2012 Brand Vocílka Target group Women (secondary men), both aged 30-55, middle income group, Czech Republic Media channels Television, Internet, PAARTYY.COM Source On-line research amongst participants (generation 0) & telephone inquiry (generation 1) The accuracy of data sources is verified by independent research entities (the Vitana Lasagne campaign, omnibus Ivan Tomek Mr. Think; The NESCAFÉ Frappé campaign, Nestlé Beverages Tracking TNS AISA, AC Nielsen.) For more details, go to, for example, NESCAFÉ Frappé case study, page 15. Contact Monika Lacinová Billa, spol. s r.o. Modletice 76 Říčany u Prahy (E) m.lacinova@billa.cz Hellmann’s Objectives Results The client wanted to increase brand awareness in the target group and to teach existing consumers to use Hellmann‘s products when preparing hot meals. The campaign was designed to help the Hellmann‘s brand move from a simple condiment and flavor enhancer to a regularly used ingredient in hot meals. Connection to an emotional experience was also to initiate positive word of mouth about the brand in the target group and its social surroundings. number of participants of the Hellmann’s Tatarkistani Party: 10,150 (generation 0) number of adults per party: 15 number of friends told about the Hellmann’s Tatarkistani Party by attendees: generation 1: 145,450, generation 2: 829,062 average length of 1 party: 5 hours a 18 minutes 60 % of hosts of the Hellmann’s Tatarkistani Party stated that they intend to prepare recipes using Hellmann’s tartar sauce at least once per month 93 % of conversations about the Hellmann’s Tatarkistani Party were positive, the rest neutral average length of conversation about Hellmann’s Tatarkistani Party (gen 0–gen1): 11 minutes Net Promoter Score® of Hellmann’s brand reached after the party in gen 0: 97 points Client UNILEVER ČR s.r.o. Implementation February-May 2011 Brand Hellmann’s Target group Women, aged 20-45, consumers of tartar sauce and mayonnaise in the Czech Republic and Slovakia Media channels Internet, PAARTYY.COM Source On-line research amongst participants (generation 0) & telephone inquiry (generation 1) The accuracy of data sources is verified by independent research entities (the Vitana Lasagne campaign, omnibus Ivan Tomek Mr. Think; The NESCAFÉ Frappé campaign, Nestlé Beverages Tracking TNS AISA, AC Nielsen.) For more details, go to, for example, NESCAFÉ Frappé case study, page 15. Contact Zuzana Vodičková Unilever ČR, s r.o. Thámova 18 Praha 8 (E) zuzana.vodickova@unilever.com NESCAFÉ Dolce Gusto Objectives Results The client was keen to raise the consciousness about the brand NESCAFÉ Dolce Gusto and expand its client base to include new owners of the coffee machine NESCAFÉ Dolce Gusto, recruited from a target group of consumers of instant coffee, filtered coffee and those owning older types of coffee machines. By connecting to an emotional experience, it wanted to initiate natural positive word of mouth about the brand NESCAFÉ Dolce Gusto in the target group and its social surroundings. February-June 2011 number of attendees of the NESCAFÉ Dolce Gusto café party: 10,293 (generation 0) average number of adults per party: 15 number of friends consequently told of the NESCAFÉ Dolce Gusto café party by attendees: generation 1: 130,924**, generation 2: 667,715 average length of one party: 4 hours a 20 minutes of the attendees of the NESCAFÉ Dolce Gusto café party, 79 % stated that their relationship to the brand improved based on the PAARTYY.COM campaign, whereas the rest stated that their relationship remained neutral 92 % of conversations on the NESCAFÉ Dolce Gusto café party were positive, the rest neutral Net Promoter Score® of the brand NESCAFÉ Dolce Gusto after the party in generation 0 reached 74 points Brand Source NESCAFÉ Dolce Gusto On-line research amongst participants (generation 0) & telephone inquiry (generation 1) The accuracy of data sources is verified by independent research entities (the Vitana Lasagne campaign, omnibus Ivan Tomek Mr. Think; The NESCAFÉ Frappé campaign, Nestlé Beverages Tracking TNS AISA, AC Nielsen.) For more details, go to, for example, NESCAFÉ Frappé case study, page 15. Client Nestlé Česko s.r.o. Implementation Target group Men and women, aged 25-45, coffee consumers in the Czech Republic and in Slovakia Media channels Internet, PAARTYY.COM Contact Valéria Mihališinová Nestlé Česko s r.o. Mezi Vodami 31 Praha 4 (E) valeria.mihalisinova@cz.nestle.com How Paartyy works? 3 1 2 During the parties, hosts and guests spend 4 hours on average experiencing your product or service hands-on, trying out your brand recipes, engaging in your brand-centric activities and games. 4 hours of unforgettable, talk-worthy brand experience followed by massive word of mouth, authentic brand advocacy and lasting purchase intentions. The word and party photographs reach hundreds of thousands. Through trusted friends! Attracting We design an attractive, talk-worthy party theme, tightly centered around your product or service. Like Italian family party for Vitana Lasagne. Using our proprietary Influencer Screening Tool, we search for and carefully select the most passionate and influential brand advocates to host brand parties across the country or region. We search our panel (50,000+ users), your customer database, websites visited by your target audience and Facebook. Our Influencer Screening Tool has already screened tens of thousands to find the influential Crème de la Crème for clients like Mondelēz, Nestlé, O2 and Unilever. Seeding We make sure that all hosts get the required number of confirmed guests before they receive the courtesy brand partybox loaded with samples of your product, party-enhancing branded content and pass-along tools. Hundreds to thousands of influential hosts prepare brand parties for their friends. Our internal brand ambassador keeps hosts and guests excited and engaged with your brand weeks before and after the party at the proprietary party-planning and sharing hub at your brand.paartyy.com. Spreading 4 Measuring We measure volume and quality of Word of Mouth in generation 0 (hosts and guests), generation 1 (their friends) and generation 2 (friends of their friends), purchases they make weeks after the party as well as future purchase intention, brand perception, Net Promoter Score® and further ROI. PAARTYY is an OUTBREAK product. OUTBREAK is a consultancy firm and agency specializing in integrated marketing communications that create word of mouth and engage customers. OUTBREAK is a proud member of the Word of Mouth Marketing Association. wom@outbreak.biz +420 605 503 303 or +420 604 178 272 OUTBREAK s.r.o. Drtinova 8, 150 00 Praha 5 wom@outbreak.biz www.outbreak.biz
