Everywhere, but especially in Italy, moms are powerful influencers.

In Italy, everybody listens to their mom and does what their mom says…

She is always right!

So when a mom gets angry, you can’t ignore her.

In our situation, the upset mom asked to remove palm oil from her beloved biscuit.

The biscuit had been moms’ favourite biscuit since 1902…

but now many of them didn't want to buy it anymore.

The idea, so simple and so necessary, was to behave with the 200K angry moms of the Facebook page “Mamme e Plasmon” as we do with our own: we listen to her and do what she wants.

We aimed to change their attitude from haters to eaters,

in the only possible way:

listening to their request to change the Plasmon biscuit formula

and announcing the Palm Oil Free biscuit through the initiative #WELISTENEDTOYOU

The video announcement of the Palm-Oil-Free biscuit on the Facebook page “Mamme e Plasmon” through the hashtag #WELISTENEDTOYOU

Dedicated mini-site (tiabbiamoascoltato.it) and sampling

Digital PR (blind test with blogger moms)

Offline events (Plasmon productive plant tour with moms to follow the new biscuit production line).

Scale: National

Timeline:

15th February 2015 petition addressed to Plasmon on Change.org

The request amplifies and lands on the “Mamme e Plasmon” Facebook page

1 year of silence on the palm oil topic

1 year of research and technical trials to develop a palm oil free biscuit

1 year of editorial plan to reinforce the emotional connection

between moms and Plasmon on Facebook

1 day, 1st March 2016, to announce the palm oil free biscuit and to launch the mini-site

4th March 2016 moms visit the Plasmon plant

8th March 2016 blind test with the most skeptical moms blogger

9Th March 2016 Change.org petition closes.

Facebook Palm Oil Free biscuit video KPIs - OVER THE FIRST 24H:

+2 million video views

+2.000 new fans on the “Mamme e Plasmon” Facebook page

+5.000 comments on the palm oil free launch post

+20.000 access to the mini-site tiabbiamoascoltato.it

3000 free packs from the first production batch were given away

within less than one hour.

OVER THE FIRST MONTH:

80% switch in brand’s perception

+2pt market share after a negative trend

-61% of negative comments on Facebook

The most skeptical blogger moms change their mind on Plasmon:

going from haters to eaters!

Media describe it as a successful example of a brand able to change by listening to its consumers.

The operation #welistenedtoyou bounced from healthy-living websites (Lifegate, Il Fatto Alimentare)...

to politics: BeppeGrillo.it

passing from the innovation: WIRED

to the marketing field: KOTLER 2017

Only 9 days after the announcement Change.org closed the petition!