Social media is how people discover and share content. Carnation Group’s developed branded applications for six European countries.

Social media is such a broad term; it covers a large range of functions in a company. Dealing with social media is beneficial for many reasons. Reason depends on which department of a company we are talking about. For marketing and PR departments most important pro of social media that it can humanize the brand and can bring company and consumers into an interaction.

For marketing and PR reasons it is crucial for brands to develop their marketing toolbar with social media elements. Target groups are spending their day on social networks: Facebook’s progress is the result of an international push to expand across more countries and regions, comScore said. February’s Facebook numbers indicate a 314% increase in Europe, where it now reaches nearly 100 million visitors.

The last three years have brought some changes in the use of community media regarding Central and Eastern Europe too. Consumers are becoming more and more accessible at the content sharing social media spaces, such as Facebook. Carnation Group branded applications make for our clients possible to share content and enter into real interaction with the users through an innovative online platform.

Community application references from Carnation Group

Dairy Category
Client: TNUVA
Ferma TNUVA
Language: Romanian

TNUVA tour application allowed users to register to the tour by giving their contact data and time preferences. Users can invite their friends and they can have visit as a group. For boosting applications success we use PPC campaigns in which text advertising leads users to the application.

Pharmaceutical category
Client: Merck Kft.
Femibion Babylook
Language: English

The essence of the communication message of the vitamin for pregnant women, communicated by brand Femibion is the following: “Doesn’t matter what your baby looks like, you want them to be healthy.” This philosophy was the basis of our idea for the Babylook application, whereby the users could create the profile of their future child by ‘mixing’ their own and their partner’s facial features. The end result could be shared with their friends or posted on their profile page. The Pay-Per-Click campaign had brought much better results than expected, there were 300% more click trough For this solution our agency was awarded the second place at Pharmaceutical Product Promotion of the Year, which was organized by Medical Tribune and the ‘Kreatív’ team, and it helped the Merck Ltd. to win the best ‘Pharmaceutical Product of the Year’ title.

Cosmetic products category (FMCG)
Client: Procter & Gamble
Old Spice Fireman
Language: English, Hungarian, Croatian, Slovakian, Slovenian, CzechIn this application the women are standing at the top of a skyscraper on fire. They can invite their male partners as their ‘firemen’, who will catch them with the help of a firefighter canvas on the ground floor. The man who gets the most firemen-invitation from women is the winner, and among the women, the winner is the one whose canvas is surrounded by the most firemen. The Old Spice Firemen application has been made in five different versions: Hungarian, Croatian, Slovakian, Slovenian and Czech languages.

Cosmetic products category (FMCG)
Client: Procter & Gamble
Gillette Racers
Language: English, Hungarian, Croatian, Slovakian, Slovenian, Czech
In Gillette Racers Facebook application every user can vote which one if their friends are the most reliable driver, the best at maneuvers and the fastest.

Soft Drink category (FMCG)
Client: Coca Cola Hungary
Coke Calendar
Language: Hungarian
The community site includes the program of the Coke Club summer festival on which every user can add their own programs, or apply for existing programs, or can recommend them to their friends. The Coke Calendar provides a photo description of each event and is strongly related to the Coke Club brand page.

Beauty care category (FMCG)
Client: Beiersdorf
Frizometer
Language: Hungarian
With the help of the hairstyle generator prepared for Beiersdorf, every user can try unique Nivea Volume hair styles and then his or her friends can vote anonymously which one they prefer. The preferred photo is uploaded and the voters may win a gift at a gifts draw every hour. The gift is sent to the winners by mail.