How brands create global impact through digital assets & establish inroads to new frontiers
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1 How brands create global impact through digital assets & establish inroads to new frontiers Rick Yvanovich FCMA CGMA FCPA MSc Founder and CEO TRG International 1
2 Something for me 2 2
3 What we ll cover Define Why How & What New Frontiers Digital Assets What are they exactly? Bother Why do use digital assets in building global branding? Case Studies How are the brands actually doing it and what are some examples? Establish inroads What are some of the new frontiers brands are establishing inroads into? 3
4 Define Examples: Social Media Video Apps ebook/ eblook Blogs / Website Digital Asset five centuries but also the imply dummy simply dummy text the simply of type setting = Binary source Source: Wikipedia five centuries but also the imply dummy simply dummy text the simply of type setting. = Legal Right to use 4
5 Why Importance of digital assets in building global branding 1 - Brand awareness 2 - Build community 3 - Increase sales 5
6 Why 1 Brand awareness - In reputation we trust five centuries but also the imply dummy simply dummy text the simply of type setting five centuries but also the imply dummy simply dummy text the simply of type setting. Source: Weber Shandwick &KRC Research The Company Behind the Brand: In Reputation 6 We Trust
7 Why 2 Build community 7
8 Why 3 Increase sales 8
9 Why 3 57% of businesses have acquired a customer through their company blog. SOURCE: HUBSPOT,
10 Why SOURCE: HUBSPOT, 2011
11 Why 3 11 SOURCE: HUBSPOT,
12 Why 3 Increase sales 12
13 How 1Data => insights 2Grab people s attention 3Create happiness experience 4Fun & meaningful engagement 13
14 14
15 How & What Case Studies Simple ~ Complex Cheap ~ expensive Stories ( feelings ) User generated Interactive Augmented reality Advergaming Selfies Viral videos Mobile 15
16 How & What WWF: Vanishing Tree Campaign: Save the vanishing tree March 2015 Shanghai Use ambient media QR codes drive traffic to URL Generate awareness: Where are the trees going? 16
17 How & What Dove: #ChooseBeautiful Campaign: Real Beauty #ChooseBeautiful How do you see yourself? Generate: 2 - Grab attention 4 Meaningful engagement 17
18 How & What Dove: #ChooseBeautiful Watch video Campaign: Real Beauty #ChooseBeautiful How do you see yourself? Generate: 2 - Grab attention 4 Meaningful engagement 18
19 How & What TopShop: Social catwalk with Instagram & FaceBook Campaign: Social Catwalk Instagram & FaceBook Generate: 2 - Grab attention 3 - Happiness experience 4 Fun engagement 19
20 How & What Watch video TopShop: Social catwalk with Instagram & FaceBook Campaign: Social Catwalk Instagram & FaceBook Generate: 2 - Grab attention 3 - Happiness experience 4 Fun engagement 20
21 How & What Turkish Airlines: Viral video - Selfie Behaviour Campaign: Widen your world Kobe-Messi Selfie Battle Generate: 2 - Grab attention 3 Happiness experience 4 - Fun engagement 21 21
22 How & What Turkish Airlines: Selfie Behavior Watch video Results: 105m views in 9 days #1 YouTube ad of ,000 social shares 2,000 blogs YouTube search up 209% 4.2m users created content 10,000 TravelClick photowall submissions 22 22
23 How & What Heineken: TV Game experience Campaign: Starplayer Build community: Groundbreaking dual screen Fan interaction Generate: 2 - Grab attention 3 Happiness experience 4 - Fun engagement 23
24 How & What Heineken: TV Game experience Watch video Campaign: Starplayer Build community: Groundbreaking dual screen Fan interaction Generate: 2 - Grab attention 3 Happiness experience 4 - Fun engagement 24
25 New Frontiers 25
26 New Frontiers Insanity Doing the same thing over & over again and expecting different results Albert Einstein 26
27 New Frontiers Uber: Change Customer Behavior New Frontier: UN Women Create 1m jobs for women Generate: Real life stories 2 - Grab attention 3 Happiness experience 4 Meaningful engagement 27
28 New Frontiers Uber: Change Customer Behavior Watch video New Frontier: UN Women Create 1m jobs for women Generate: Real life stories 2 - Grab attention 3 Happiness experience 4 Meaningful engagement 28
29 New Frontiers Uber: Change Customer Behavior New Frontier: Keeping the Streets Safe with the Uber Safe Breathalyzer Watch what happened when Canadians were able to request safe rides by simply blowing into a breathalyzer after a late night at the bar. 29
30 New Frontiers Uber: Change Customer Behavior Watch video New Frontier: Keeping the Streets Safe with the Uber Safe Breathalyzer Generate: 2 - Grab attention 3 Happiness experience 4 Meaningful engagement 30
31 New Frontiers Heineken: Recruiting the Right People Viral Video on how to choose the right candidate New Frontier: Recruit differently Choose using Brand-Fit 31
32 New Frontiers Watch video Heineken: Recruiting the Right People Viral Video on How to choose the right candidate New Frontier: Recruit differently Choose using Brand-Fit 32
33 33 33 trginternational.com
34 34
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