Social Media Marketing

Orangina

Sarah Kaczmarek
Pia Lessing
Anastasija Gadovič
Philippa Pausch
Yuanhe Zou

Task 1
1.1 Company History & Background

In 1935 Orangina first appeared on a trade fair in Marseille,France. It was bought by

Leon Beton who started to sell it in the Algerian market. One year later he created the
brand and the iconic bulb shaped bottle. In 1951 Orangina is first sold in France and
it quickly became very successful. So only a few years later in 1962 the headquarters
were moved from Algeria to Marseille. In 1972 the brand identity was first created by
doing the typical gesture for the first time.
Today Orangina is owned by Suntory, a Japanese corporation which owns several
brands of beverages and health foods. In many countries Orangina has cooperations
with other big beverage producers. They share manufacturing and distribution
systems.
The Brand Values are centered around being fun, youthful and unique. This is
reflected by their use of social media

1.2 Product Portfolio with the focus on France

Orangina solely produces beverages and thus, operates in the beverage industry. The
company offers different taste options such as the classic Orangina with lemon flavor,
Orangina light, Orangina orange and Orangina rouge.
The typical Orangina is sold in 250 ml glass bottles. Besides that, Orangina also sells
their products in cans and plastic bottles, that are bigger in size.
Nowadays, Orangina products can be found in supermarkets operating in the upper
price sector such as Carrefour, in some restaurants and other intermediaries. But still,
as Orangina wants to keep their products more exclusively, consumers do not find the
brand’s product in every restaurant such as for example a Coca-Cola.

2. 1 Kapferer model

1. Physique - In order to determine our brand’s physique we should consider how

Orangina looks like, what emotions it inspires and how it looks like in its physical
form.
Based on this we can say that Orangina brand is very recognizable. The bottles
have bright and colorful colors, therefore it attracts customer attention.
Moreover, the product itself is in orange color, which means something fun and
attractive for young audience. On top of that, the label is in blue color, which
symbolizes loyalty and trust, as well as provides feeling of coolness.

2. Personality - In order to identify the personality of Orangina, we should imagine

as it would be a person, its character and inner features.
If we imagine Orangina as a personality, we can definitely say that it's a young
person, full of energy with an active lifestyle. But at the same time this is a
 person, which has features such as sensuality and sexuality. It's a person which
is desirable, people want it. We can see this from the companies promotion.

3. Relationship - this element is about how the brand creates the relationship with
its customers.
Orangina’s relationship with customers is quite successful. The brand focuses
on creating and sharing unforgettable moments, as well as complicity and
pleasure.

4. Culture - this element is about the value system and the principles on which a
brand bases its behaviour.
The Orangina brand is focusing on lifestyle and vibrant life, which is full of
happiness and emotions. Besides that, Orangina is also about sharing values.
Therefore such values as friendship, relationship are important for the brand.

5. Reflection - A brand is a customer reflection. Based on this we can relate

Orangina as creative, funny and humorous brand.
Consumers perceive themselves as young people full of enthusiasm and
optimism. Also, Orangina position itself as a product with natural ingredients,
consequently customers are taking in mind a healthy lifestyle.

6. Self image - is the element, which is related to how the customer sees their
ideal self, how they want to look and behave. Regarding this fact we can identify
the self image of Orangina.
These are people whose life is full of adventures, excitement and different
activities starting from parties to sports. Besides that, it's people who want to
stay fresh and positive all the time.

2.2 Existing social media mapping

Orangina updates its followers via three different platforms: Facebook, Twitter, Instagram.
As the following analysis shows, the content is similar on all platforms, however, the reach
and audience’s reactions differ on the different platforms. Our social media analysis is mainly
based on the social media accounts referring to the french market.

Facebook Twitter Instagram

Followers over 1.5 million 49000 21500

Update Frequency weekly weekly/monthly monthly

Reaction 200-400 like per post 5-30 like per post 100-300 like per post
0-20 comments per 0-5 comment per 0-5 comment per
post post post
0-10 retweet per
post

Other Details no contact details no contact details no use of instagram

story

Owned media analysis

Our Analysis on Orangina’s Owned Media has shown that the company overall performs very
well on all social media platforms. Displaying a very strong brand identity and personality, it is
necessary to reflect the company’s values and beliefs in their online marketing strategy.
Facebook, Twitter and Instagram all share a very similar concept regarding the brand concept
and reflects the humorous and unique brand identity in all posts and the layout of the social
media platforms. This feature is furthermore reflected in the main colour code used by
Orangina which is mainly defined by the colours orange, yellow and blue. These colours are
also represented in the brand logo, their famous orange flavoured soda drink, as well as in
their product labels.
Orangina is represented on most social media channels which makes the brand very
accessible to the daily consumer. The brand can easily be found on various social media
platforms which allows the reader to directly interact with Orangina.
However, Orangina is not represented on all social media platforms, such as for example
LinkedIn or Pinterest. This factor may decrease their quote in potential readers.
One of the main negative aspects in Orangina’s social media presence is the low frequency
in posts which is presented on all three platforms which were analysed. On most social media
platforms on which Orangina is active, only weekly or monthly posts are made. In order to
keep the readers active on the social media platforms and attract new potential readers and
customers to your platform and brand, it is important to share content on a more regular basis.
Except for Facebook, no other social media platform carries the contact details of the
company. This may appear as an issue in case of customer requests, reviews or even
complaints. The customer is not given the opportunity to, for example, contact the company
via mail without having to visit the company website.
Video content displays one of the most attractive categories in social media posts nowadays
and enables the customer to receive information fast and in a convenient way. As our social
media analysis has shown, Orangina only makes use of video content in rare cases. Reactions
on these videos, however, reflect the growing popularity in this content category which is a
further indication for Orangina to restructure their social media content in this aspect.
Nowadays, hashtags have become an essential on social media in order to ensure a
company’s growth and reputation in the online world. Results from our social media analysis
have displayed Orangina’s lacking use of hashtags in their post. This may be a further factor
for Orangina’s slow growth in the online world and low interactions on their social media posts.

In order to improve the social media content of Orangina, we recommend the brand to
especially focus on the layout and structure of their social media accounts. Not only can adding
contact details be beneficial for the company in terms of customer relation, but also regular
and consistent posts can help in order to increase the brand’s reach online.
As other social media accounts of Orangina in other countries, for example in Germany, have
shown, influencer marketing can be a further useful method in order to increase the reach,
number of followers and the overall activities on the specific social media account.

Earned media analysis

Our earned media analysis has shown that Orangina especially focuses on their brand identity
and personality reflected in their social media posts. Humorous posts and “crazy” slogans
reflect the very unique brand identity and immediately catch the attention of the customer.
However, Orangina displays a very low interaction overall with its readers. Not only does the
brand create and post rather non-interactive content, but also does the company not seem to
respond to customer’s questions, requests and complaints. Comments to specific posts reflect
this aspect. Furthermore, one can identify that the followers of the various social media
accounts show a rather low interaction. This may be due to the fact of lacking motivation by
the brand itself. The customer is not given the opportunity to directly review the products or
the brand except for leaving a comment on a specific posts.
In order to improve the company’s reputation, Orangina should offer the readers should be
given the opportunity to review the product. Furthermore, the brand should consider a change
in strategy concerning its method of conveying the brand’s message by, for example,
responding to comments by readers. Thus, this would create a personal relationship between
the brand and the reader. The reader would automatically connect a positive experience with
the brand which could be reflected in his future buyer behaviour.
To sum up, the main goal of the usage of these social media platforms is to increase the
company’s reach and keep current readers and followers connected to the brand. In order to
increase the overall growth on all social media platforms analysed above, Orangina should to
consider various changes in their social media marketing and performance.

Task 2

3.1 Existing content categories

Our content categories analysis on Facebook platform showed us that there are several
content categories in Orangina product page in France. Firstly, Orangina mostly focuses on
events category. The brand is using events such as "International workers day", "International
day of music" and "Football world championship". This strategy helps brand to make the
product stay relevant to the world events and more close to the community. Secondly, another
category, which we revealed is Promotion & Deals. In this category, there is a focus on
different contest and video promotions. Brand has a unique personality - a duck, which is used
in every video promotion, in order to increase brand awareness and customers perception
towards Orangina. Finally, the last category, which was discovered is Product features. Using
this category company aims to inform and remind their potential customers about Orangina
product features. Posts about "refreshing drink", "Orangina Zero" and "The best choice for
holiday" were published. Besides that, it's very essential to notice that all the post, regardless
the category are created in a fun and creative way. The reason for that, is that Orangina
positions itself as a Product with a young, positive, creative and bright lifestyle.

3.2 Volume and frequency

In order to analyze volume and frequency of the Orangina Facebook page, we decided to take
the period of almost 1 year, starting from May 2018. The reason we have done that, is because
during the year 2019 there was only one post published at the 1st of April. Consequently, at
this point of time Orangina has a very poor and inactive performance on Facebook page
platform. However, if we look at the year 2018, we can definitely claim that their activity was
quite in a high level. Generally, their frequency was 1 post in a week. Although, in a middle of
Jule 5 posts in a single week were made within the same content category. After that until the
December on average ½ posts were published every week. Considering all these facts we
can we can definitely claim that brand has an inconsistent publishing and lack of structure in
terms of content category. Despite the fact that all the posts are with a fun message, they don't
have direct interaction with reader. In order to improve performance, it is essential to create
more consistency in publishing and add more variety and interaction.

3.3 Performance in terms of engagement

In the three platforms we analyzed, users can interact with orangina by likes, comments, and
sharing. Different categories of posts have different levels of interaction. For example, on the
facebook platform, the number of comments can fluctuate between single digits and
hundreds of digits depending on whether the post is interesting, whether there is a activity
which gives the audience a prize for interaction. The situation of twitter is basically the same
as that of facebook. Instagram usually has fewer than ten comments. In addition, in the three
major platforms, ‘like’ of daily postings are all comparatively high, with an average of around
100 digits, and in extreme cases can reach thousands of digits.
Although the total number of fans and posting frequency of the three platforms is different,
orangina has a lower customer engagement overall, considering its large fan base. Among
the three platforms, Facebook users and Twitter users are more willing to comment and
share, and instagram users are more accustomed to like.
From a statistical point of view, posts using CTA strategies will have a higher response rate.
Compared with orangina-international, orangina-fr does not directly use CTA strategies.
Therefore, we recommend orangina-fr to learn from orangina-international, perhaps by
adding a simple 'hit love or like' to each post to increase the interaction rate.

3.4 Existing editorial plan and recommendations

Currently the social media platforms of Orangina are all based on the three content categories
we derived, being Events, Promotions & Deals and Product features. Since all social media
platforms we analysed for our social media analysis on Orangina in the french market share
the same content, we decided to generalize our analysis on the social media editorial plan
rather than focusing on each platform individually.
Whilst all created posts share a common structure and layout, the actual social media strategy
and content production plan on their various social media platforms appears as rather
unstructured. As our analysis has shown, Orangina only appears to be active in a weekly or
monthly cycle in most cases. The content is not well structured in the way that different content
categories do not appear in a pre-planned order. Moreover it seems as if the brand rather
focuses on “just for fun” posts. The overall content on their social media platforms therefore
appears very unorganized. This is also reflected in their readers’ reactions. Compared to the
numbers of followers on their social media platforms, the actual number of interactions, such
as comments, likes and shares, are rather low. This emphasizes the fact that Orangina so far
has not been very successful in terms of generating brand awareness and attractiveness of
new readers and keeping their current followers connected to the actual brand.

4.1 Is the brand calling its users to act on each post?

Our analysis on Orangina’s social media content has shown that the brand especially focuses
on publishing diversified and humorous posts. These may include different topics, such as
different event and product promotions or short and creative videos on the Orangina company.
However, as the number of followers, likes, comments and shares on all social media
platforms show, the brand is not overly successful with their current social media marketing
strategy especially due to their lack of interaction with the readers.
Especially nowadays, where the consumer is confronted with hundreds of products and
brands in his daily life, it is important to establish a sustainable customer relationship, starting
from raising company awareness on online platforms. It is therefore essential for any company
nowadays operating worldwide to use social media platforms such as Twitter, Facebook and
Instagram to keep contact with their customers and be available to answer questions or
respond to certain requests at any time.
Since Orangina’s social media content mainly consists of pictures conveying a humorous
message and does not directly call the reader for interaction, the rate of interactions is
significantly low on all platforms. Certain posts, such as video content or contests in which the
reader is promised to win a prize, appear to be a lot more successful than Orangina’s usual
posts.

We therefore recommend Orangina, also due to occuring social trends, to especially focus on
creating sustainable “follower” relations on their social networks by being more interactive with
the reader. This change in strategy would not only include a shift in content towards more
creative and uplifting posts which motivate the reader to leave a comment or like the post, but
also enhancing the importance of responding to customer requests and complaints.

4.2 Is the brand answering customer complaints?

We analyzed Orangina’s Facebook page in order to check, whether they are answering
customer complaints at all and moreover, if their response is being efficient.
In general, the company is replying to Facebook comments.

For example, one customer was asking, where to apply for a job at Orangina and where to
upload the CV. As a result, Orangina was sending a link, where to find all necessary
information regarding the question of the consumer. Thus, the company’s response was
efficient and useful to this particular consumer.
Here, one consumer was asking, why Orangina rouge is not offered anymore. The question
is not being offensive, thus Orangina should have responded to it in order to engage with that
particular customer and to help him out with his question.
Besides that, Orangina in fact does not respond at all to negative complaints at all. By not
responding, the company admits in a way, that they might be wrong. Moreover, the consumer
asking questions feels denied and thus, he links a negative experience to that brand.

Task 3

5.1 New editorial plan

May 2019

The first thing that should be done in order to increase performance of social media account
is to create an editorial plan. Planning ahead helps to organize content successfully and make
the overall performance more efficient. By evaluating Oranginas Facebook page we have
concluded that the content should be modified. Firstly, we have decided that 2 more new
categories should be added: "Creative & Informative" and "Personal insights". "Personal
insights" is the category were various companies and employees stories will be published, in
order to show the life inside of the company, so consumers could understand brands values,
which furthermore will impact on the customers buyers decision. "Creative & Informative" - is
a category which focuses on latest news and general company information in an interactive
way. Secondly, we improved the consistency of posts, in terms of frequency and content.
Every day of week has its own content category for publishing with an only exception of "Event"
category in 22 of May, as this day doesn't have any specialties. Finally, regarding the fact that
our target is the young people who work or study, the posts should be published at the second
part of the day, after 18:00. Particularly, this time there is the highest activity of young
audience. Consequently, by posting our content after 18:00 will help us to reach more people
of our targeted group.

5.2 Post Examples for each category

The following section displays our results and group creations for potential social media posts
and advertisements which can be used be Orangina on various social media platforms, such
as Facebook, Instagram and Twitter. We have divided our content into the following
categories: Events, Promotions & Deals and Creative & Informative Posts. SInce the product
range of the company, which displays the main content of their social media posts, is very
limited, we were not given the option to divide the social media into further large categories.

Events

The content category of “Events” is reflected in various social media posts of Orangina.
Primarily this type of content is used in order to promote special dates in the year, such as for
example a launch of a new product.
In our opinion, this content category still displays major potential in the beverage industry and
specifically for Orangina. Not only should Orangina focus on their internal company events,
but also on, for example, important dates regarding potential cooperations. Since the target
audience of Orangina mainly addresses a group of rather younger age, we suggest the brand
to start working on cooperations with, for example, concerts or festivals. Nowadays, concerts
and festivals, being very popular amongst people of younger age represent the perfect
opportunity for a beverage provider such as Orangina to promote their products. Since most
festivals are held in summer, the refreshing soda by Orangina displays the perfect drink for
festival visitors.
For the upcoming Lollapalooza festival in Paris this year, we have designed a potential post
for Orangina which could be used in order to promote the Orangina products, as well as the
festival.
By representing the iconic “shake” feature of the brand which is also reflected in the main
value concept of the brand, the brand creates an iconic slogan which is immediately
recognized by the reader and connected to the brand Orangina. The post displays all the main
key aspects which should be conveyed through this message. Whilst not only announcing its
partnership with the festival Lollapalooza, Orangina could furthermore emphasize the value of
internationality and integrity as being a part of their brand identity and a key message of the
festival. By directly addressing the reader with the question “Can you shake it?”, the attention
of the reader is caught immediately.

Promotions & Deals

In order to promote their products, we recommend Orangina to be more active in the growing
world of technology and mobile features. In order to put this strategy into action, we
recommend the brand to, for example, cooperate with firms such as Snapchat. By creating
branded filters and camera lenses, the brand is able to indirectly communicate its message to
the user and promote its product range.
However, we are of the opinion, that in order to build a true relationship to a brand, Orangina
nevertheless has to remain present and active in the offline world. By offering fun and unique
activities the brand is able to establish a long term relationship with the customer. One can
use different videos in order to promote activities such as these via social media.
As an example, we created a video storyboard on how such a potential marketing campaign
could be designed. Being one of Orangina’s mainly used hashtags, we gave our marketing
campaign for Orangina the name #shakethepulp.
Since the main target group of Orangina addresses people of younger age who seek for
adventurous and fun activities we decided to place this potential marketing campaign at
different locations such as amusement parks, shopping centres, bus and train stations and in
the center of large cities. The concept behind our marketing campaign is to set up a human
sized screen which mirrors the people walking by. The unique feature of this “mirror” however
is that the person walking by is reflected as a human-sized Orangina bottle. By including this
fun element in this campaign the person’s attention is immediately drawn to the branded
screen. By receiving specific instructions on how the following game will work, the person will
now be able to compete in the #shakethepulp challenge. The instructions displayed on the
screen could be designed as the following:

“Hey you!
Are you ready to participate in our #shakethepulp challenge? We bet you are! #Shakethepulp
and win amazing prizes! Collect as many #shake points as possible, but remember.. you only
have one minute to show us your greatest #shake! 3, 2, 1, let’s start!”

By receiving these instructions on the screen the person is now informed on how the game
works. By showing his best moves in the following minute the person can collect stars which
are shaken off his pulp on the screen. Once the game is over, the person is shown his personal
prize which he can pick up in the next shop and vendor of Orangina. Of course, since
Orangina’s brand identity is based on the value of creating unique memories, the game can
be played by more than one person at a time. By creating this memorable experience, the
participants build a positive and unique relation to the brand which is the main goal of any
company.
By promoting this campaign on social media and sharing other people’s experiences and
results in this game, the readers and viewers are drawn to also try this activity. This campaign
can therefore also be used in order to create brand attractiveness.

Creative & Informative Posts

In order to inform the readers about the latest news, general company information or other
interesting content, we recommend Orangina to create more interactive posts. By, for
example, asking the reader direct questions, the brand is able to deliver “boring” appearing
information in a more appealing way. The following image which we have created displays an
example:

The reader is given information on the company’s history without realizing. Furthermore,
interactive elements such as “Tag your friends” posts, quizzes or small games can contribute
to a growth in interactions on the different social media platforms.

A further example we created, highlights the factor of interacting with the reader by asking
direct questions. In this case, this social media post can again also be used to promote the
company’s value of internationality and diversity:
To sum up our results, one can say that Orangina overall has successfully managed to
implement their brand identity and personality in their social media content, however, the
company still shows various gaps in the implementation and delivery of their values. Whilst
already presenting very creative and humorous posts, the brand could further work on exciting
cooperations which may also further grow their follower and customer base.

5.3. Simulate the brands response to an unsatisfied client

As Orangina’s brand identity is about reaching out to their customers in a creative and funny
way, we included this into their “potential” response to a customer complaint. Moreover, in our
opinion, the response should address the consumer on a personal level by approaching him
with his first name. Furthermore, the response should be polite and helpful, so that the
customer feels integrated and understood.