On 23 and 24 November MOA and NIMA organized the 9th edition of the Marketing & Information Event in Den Haag (NL).
As every year the visitors elect the Best Workshop of the event and this year the winner is… Steven Van Belleghem and Annemiek Temming (Danone) with their session ‘A conversation management strategy when a TV show impacts your brand‘.
In The Netherlands Danone “won” the contest of the “biggest wind egg” with one of its products (Actimel). The contest was the central theme of a national and widely successful TV program called “Kassa”. After this event, the sales for Actimel dropped and there was a lot of word-of-mouth about the TV show and the product. Together with Danone InSites Consulting assessed to what extent there was a link between the two phenomena and how Danone could / should join the conversation to support its brand and keep up / enhance the image.
Our Communities team also provided a workshop on Day 1 of the event. Emiel van Wegen and Janneke Laurijsse talked about the Ben & Jerry’s community we set-up for Unilever. This presentation ranked in the top 10 of Day 1.

Interested in Research Communities? Contact Tom De Ruyck