THE BEST OF GLOBAL DIGITAL MARKETING MIKE BERRY MARCH 2013

Transcription

1 THE BEST OF GLOBAL DIGITAL MARKETING MIKE BERRY MARCH 2013 #DigitalMarketingPakistan

2 1. Integrated + Viral campaigns

3 THE BRAND TNT Belgium The hottest viral videos last Summer and this Winter

4 THE BRAND TNT Belgium - Turner Network Television (TNT) is an American cable TV channel -Created by media mogul Ted Turner -Currently owned by the Time Warner - Local versions in Spain, Italy, Germany, Turkey +++

5 THE BRIEF - To launch TNT in Belgium with a national campaign worth talking about - To get national press coverage

6 THE SOLUTION - A national campaign: billboards, print, bus advertising and a press conference - The viral was intended to create a buzz

7 CASE STUDY VIDEO

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9 SEEDING Jana Vervoort, account director, Duval Guillaume We had prepared a full seeding strategy, but we didn t have to use it because the movie went viral after only one post on the TNT channel and a few shares on our own Facebook Page. It was an immediate and completely spontaneous success. In less

10 RESULTS - All major media (TV, Radio, newspapers, magazines) in Belgium reported the TNT stunt -The story was picked up by various major international media like CNN, ABC News, The Sun, Deutsche Welle, Financial Mike Berry Associates Times, 2013 Forbes, Time

11 RESULTS -In less than 1 week: More than 30 million views More than likes More than 3.8 million Facebook shares

12 RESULTS -In less than 1 week: The second most shared commercial ever! And still counting More than 120,000 tweets (Even Chuck Norris tweeted about TNT)

13 RESULTS - In Belgium: 950,000 views after one week - In the Netherlands: 1,100,000 views after one week

14 KEY LEARNINGS - Consider waste : virals spread outside your target market - Viral effect is usually instant you will notice success (or lack of it) immediately - Avoid making your film too shocking people won t share!

15 CAMPAIGN CONTINUES Another video Dramatic Surprise on a Cold Day launched in January 2013 to raise awareness for the launch of TNT in The Netherlands. Since the button was re-used, the scene had to be bigger and more epic to make this video better!

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17 RESULTS - It has generated massive uptake from press and blogs in The Netherlands - Nearly 4 million views in the first 4 days (COMPARE: 30 million views during 1 week for the first video)

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19 THE BRAND VIRGIN MONEY Winner of NMA Awards 2012 A UK-based bank and financial services company owned by the Virgin Group.

20 BACKGROUND At the end of 2011 Virgin Money acquired the government-owned bank Northern Rock in UK.

21 THE CHALLENGE Virgin wanted to convince Britain that the banking system can be fundamentally changed, and that Virgin Money has the expertise to do it. The launch campaign had to be delivered in the most inspiring and positive way possible to show people

22 THE CHALLENGE Virgin Money had to reassure customers of Virgin's banking capabilities while remaining true to its challenger brand identity.

23 OBJECTIVES - Clearly demonstrate the value of Virgin Money as a new player in the market - Open new accounts - Deliver strong integrated campaign and online content

24 OBJECTIVES -Use digital to deliver a huge awareness spike for Virgin s launch into banking -Leverage digital to drive consideration and sales of savings launch products

25 CASE STUDY VIDEO

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27 THE SOLUTION The solution was to tailor messaging for each part of the proposition (from product proof-points up to brand affinity) then deliver the media in an exciting Virgin way to create a memorable launch The campaign, which also ran across outdoor and cinema, featured a Richard Branson stunt

28 THE SOLUTION 40 YEARS OF BETTER - a multi-media campaign and a creative platform to highlight how Virgin has improved every sector it's moved into

29 THE SOLUTION TIMING - the launch of the ad campaign coincided with the rebranding of the first Northern Rock store to Virgin Money

30 THE SOLUTION The TV advertising campaign featured an array of sister Virgin brands, such as Virgin Atlantic, Virgin Trains and Virgin Records The TV ad ran with the slogan: We've come a long, long way over the last 40 years with the simple aim of making things better. And now our quest takes us into banking. Virgin Money, 40 years of better, now in a bank.

31 THE SOLUTION The world s first 270 degree outdoor projection - on the side of Senate House library at the University of London - hosted by Richard Branson - telling a vivid and

32 THE SOLUTION PRESS ADS, running in the national press, features a five-point list of why customers should choose Virgin Money

33 THE SOLUTION Virgin Money took the 40 years of better TV ad into the online arena trough the new MSN billboard format, Facebook reachblocks, Videology, and Trueview Instream driving to its YouTube channel, achieving considerable reach over and above the TV plan

34 THE SOLUTION Campaign objectives were also supported through product messaging around inmarket environments, for example finance content and via aggregators.

35 RESULTS - Over 475,000 views of the content on YouTube - 2 million online engagements in a single day accounts opened daily, beating targets by 20% - every single months target has been beaten since launch

36 RESULTS - Content captured from the 3D projection event was actively seeded on YouTube to create massive national reach and ROI from the Central London stunt.

37 RESULTS - BrandIndex scores show that the campaign was successful in increasing buzz and attention - Not only was there uplift following the launch of the campaign, but the tail-off has returned to a baseline higher than levels prior to the campaign launch

38 KEY LEARNINGS - Northern Rock bank fatally damaged by UK recession - Financial services is all about trust - Virgin is a recognized brand, but lacks focus - Richard Branson s personal involvement was essential to the launch

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40 THE BRAND COMPARE THE MARKET UPDATE!

41 THE BRAND COMPARE THE MARKET Car insurance price comparison site in the UK In their own words: comparethemarket.com is designed for everyone who has better things to do with their time than look for insurance!

42 THE CHALLENGE Cluttered and competitive market Low interest, low creativity Distress purchase

43 CREATIVE SOLUTION

44 CREATIVE SOLUTION Market Meerk at

45 CREATIVE SOLUTION COMPARE THE MEERKAT CRUCIAL FACT; Google AdWords prices (for Top Position) Compare The Market = 5 GBP per click vs. Compare The Meerkat = 0.05 GBP per click

46 CREATIVE SOLUTION COMPARE THE MEERKAT VIDEO

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48 CREATIVE SOLUTION COMPARE THE MEERKAT

49 CREATIVE SOLUTION COMPARE THE MEERKAT

50 CREATIVE SOLUTION COMPARE THE MEERKAT Use of social media: 4,665 tweets; 34,122 following; 59,549 followers

51 CREATIVE SOLUTION COMPARE THE MEERKAT

52 CREATIVE SOLUTION COMPARE THE MEERKAT

53 UK GOES MEERKAT MAD?

54 THE BOOK CHRISTMAS 2010 A SIMPLES LIFE WAS THE 2nd BEST SELLING BOOK IN UK (!) IN 2012 NEW BOOK WAS LAUNCHED

55 TV AD PROMOTING A NEW BOOK

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57 THE CAMPAIGN CONTINUES In July 2011 a new rewards scheme called Simples Rewards was launched: - Every customer who buys car, home or pet insurance via the website can choose a free plush toy from a range of six meerkat characters In November 2012, Meerkat toys started sponsoring Coronation Street, a British television soap opera. In 2012 five new television ads were released.

58 CORONATION STREET PROMO: MEERKAT BAND watch the ad

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60 2013 END OF THE MEERKATS In summer 2013 meerkat characters will be phased out in order to freshen up the image of the insurance comparison website. The new ads, which see Robert Webb play Aleksandr in human form, have already been published.

61 LIFE AFTER MEERKATS watch 2013 ad

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63 RESULTS SINCE THE MEERKAT CAMPAIGN STARTED THE COMPANY S VALUE HAS INCREASED FROM 43M TO 88M COMPARE THE MARKET NOW HAS HIGHER BRAND AWARENESS THAN ANY COMPETING COMPARISON SITE

64 RESULTS BY FOCUSING ON JUST ONE WORD, THEIR MARKET SHARE WENT FROM 8% TO ABOUT 40% COMPARETHEMARKET IS NOW THE TOP PERFORMING FINANCIAL BRAND ON SOCIAL MEDIA WITH A SOCIAL SCORE OF 71.3

65 RESULTS COMPARETHEMARKET.COM IS NOW ONE OF THE UK S MOST POPULAR COMPARISON SITES: - GETS MORE THAN 2 MILLION HITS A YEAR - HAS EARNED 220 MILLION FOR ITS OWNER

66 RESULTS COMPARETHEMARKET.COM CREDITS ALEKSANDR WITH GETTING 800,000 EXTRA CUSTOMERS. Chris Delahunty, founder of digital media agency MMK Media: I believe that ComparetheMeerkat has been the most Mike successful Berry Associates 2013 of all the

67 RESULTS interesting facts There has been an increased interest in keeping meerkats as pets in UK - BBC even produced a news report encouraging people not to purchase meerkats as pets There has also been a significant increase in visitors to the meerkat section of the zoo - The zoo are taking advantage and have recently created The Meerkat Experience which allows people to interact with the meerkats inside the cage and feed them Mike Berry Associates 2013

68 WHAT MAKES MEERKAT SO POPULAR? Video Opinion of Michael Nutley, Editor in Chief of New Media Age magazine

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70 SUCCESS FACTORS AND KEY LEARNINGS INTEGRATED PLATFORM USAGE TV, WEBSITE, FACEBOOK, TWITTER, BOOK BRAND RE-ENFORCEMENT THE CREATION OF A SPOOF SITE CALLED COMPARE THE MEERKAT AS FORM OF BRAND EXTENSION. AFTER SEVERAL EXPOSURES TO THE TV AD, COMPARE THE MEERKAT BECOMES SYNONYMOUS WITH COMPARE THE MARKET USE OF HUMOUR VIRAL ELEMENT (VIA YOUTUBE, FACEBOOK)

71 SUCCESS FACTORS AND KEY LEARNINGS IDENTIFIABLE CHARACTER SOMETHING FAMILIAR AND LOVEABLE ABOUT THE BRAND COMPARE THE MARKET IS A DRY COMPARISON SITE AND AGGREGATOR ALEKSANDR OF COMPARE THE MEERKAT IS HUMOROUS AND WARM USE OF SOCIAL MEDIA TO CREATE LONG- LASTING CONVERSATION HIGH-QUALITY EXECUTION

72 Simple s!

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74 THE BRAND DORITOS Winner of European MIXX Awards 2012 The biggest chips brand in Turkey

75 THE OBJECTIVE Doritos wanted to - increase their market share - improve overall brand image - By launching a new product: Doritos Fritos

76 THE CHALLENGE Doritos Fritos have a unique taste and shape(!) In order to communicate this uniqueness to consumers, the campaign also had to

77 BACKGROUND Research showed: - the target audience s #1 stress factor is school/university - the target audience spends most of their time on social media

78 THE SOLUTION An online platform for young people - DORITOS ACADEMY An academy where instructors teach practical courses such as: Internet anthropology, mathematics,

79 THE SOLUTION Doritos Academy had everything a normal University has: - A colourful Dean and academic staff (of Turkish celebrities) - Courses - Campus - Canteen - School anthem - Books and course notes - Etc...

80 THE SOLUTION

81 CASE STUDY VIDEO

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83 THE SOLUTION CONTENT STRATEGY To engage the socially online community (target audience) within the Doritos Academy umbrella concept, sharing interactive content and utilising range of social media channels

84 THE SOLUTION Primary channels: - Facebook fan page - Microsite - Twitter accounts - Video channels «Student Affairs on Facebook, Lessons on YouTube and Exams on Twitter»

85 THE SOLUTION Offline channels drove traffic to Facebook page which included: - Videos - Applications - Interactive polls - Quizzes - Mobile database opt-in - marketing opt-in - Regular posts

86 Facebook page (the centre of the campaign)

87 Microsite (inspired by a real university campus)

88 Microsite

89 TWITTER Doritos Academy Twitter account Also all Academy staff had individual Twitter accounts (8 different accounts) Exams were held on Twitter every week, top students won prizes

90 TWITTER

91 TWITTER

92 VIDEO CHANNELS

93 THE SOLUTION Secondary channels: - Foursquare - special locations where students could check in and win instant prizes - Video User Channels/Video Seeding - In addition to YouTube, Academy had branded pages in highest traffic video sites eg. izlesene.com, dailymotion.com, vidivodo.com

94 THE SOLUTION - Google AdWords - Paid search to reach students looking for content online - Marketing - To build the Doritos Academy database - Mobile Marketing - iphone application for video

95 THE SOLUTION - QR codes - QR codes on Fritos packages directed people to Facebook - Audiospotlight Technology

96 All channels were connected

97 RESULTS Facebook fan page - reached more than 310,000 fans in 4 months - more than 50,000 fans have been interacting on the page - current fan count is around 480,000 Twitter accounts exceeded more than followers

98 RESULTS Doritos Academy s Facebook page ranked second in the engagement rate listing of SocialBakers Turkey for November Doritos Academy s Facebook page ranked first in the FMCG sector.

99 RESULTS The viral videos were watched more than 2.5 million times in the first three months Average duration on Dailymotion rich media banner is around 26:01 minutes Average CTR of the banners is around 3,90%

100 RESULTS The Doritos market share grew by 3% between August 2011 and November 2011, coinciding with the campaign Doritos product exceeded the targeted tonnage growth by 70% in volume during the first three months of the campaign

101 KEY LEARNINGS - This audience knows schools - And LOVES social media - Doritos is about humour and good times - Integrated campaigns can generate synergy: <2+2=5!>

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104 SPREADING LIKE A VIRUS? Secrets of viral success

105 Virals: the view from Harvard

106 What makes people share?

107 A scientific view How to engage? And keep the audience s attention? Harvard Neuroscientists investigated

108 Harvard research identified main problems with viral ads and offered some solutions as well!

109 PROBLEM 1 PROMINENT BRANDING PUTS VIEWERS OFF

110 THE SOLUTION - Utilize brand pulsing - Smart advertisers unobtrusively weave the brand image in throughout the ad - Experiments have shown that this can increase viewership by as much as 20% Example: Happiness Factory

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112 PROBLEM 2 PEOPLE GET BORED - RIGHT AWAY

113 SOLUTION 2 Create joy or surprise right away Example: Get a Mac

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115 PROBLEM 3: PEOPLE WATCH FOR A WHILE BUT THEN STOP

116 SOLUTION - Build an emotional rollercoaster - Viewers are most likely to continue watching a video ad if they experience emotional ups and downs - This fits with psychologicalresearch findings

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118 PROBLEM 4: PEOPLE CAN LIKE AN AD BUT WON T SHARE IT

119 SOLUTION Surprise but don t shock! BAD!!! Example: Bud Light Clothing Drive

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121 IDEAL VIRAL AD - Smart advertisers unobtrusively weave the brand image in throughout the ad; - Create joy or surprise right away - Build an emotional rollercoaster

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123 THE BEST OF GLOBAL DIGITAL MARKETING MIKE BERRY MARCH 2013 #DigitalMarketingPakistan