ALEX WALKER - A Brand / Digital Planner's Case Studies
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ALEX WALKER - A Brand / Digital Planner's Case Studies

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7 Case Studies from my experience as a Strategic Planner From 2009 to 2014 in OgilvyOne and DDB Perú

7 Case Studies from my experience as a Strategic Planner From 2009 to 2014 in OgilvyOne and DDB Perú

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ALEX WALKER - A Brand / Digital Planner's Case Studies ALEX WALKER - A Brand / Digital Planner's Case Studies Presentation Transcript

  • ALEX  WALKER BRAND  /  DIGITAL  PLANNER 6  years  of  experience  with  Blue  Chip  Brands 7  CASE  STUDIES
  • 7  CASE  STUDIES 1.  Co-­‐crea=on  of   OgilvyOne  Peru. 2.  Social  Media:   Cua  Cua  (KraG) 3.  Cross-­‐media:   McDonald’s 4.  Cross-­‐media:   NIKE   5.  Cross-­‐media:   LG 6.  360  Campaign:   PROMART 7.  360  Campaign:   ASBANC
  • 1.  Co-­‐crea=on  of   OgilvyOne  Peru The  Challenge Create  and  integrate  a  new  digital  department  into  Momentum   Ogilvy  &  Mather  Peru,  integrate  exis=ng  clients  and  bring  in  new   ones. My  Role Set-­‐up At  first  my  tasks  ranged  from  Digital  Planner  to  Account  Execu=ve,   Analyst,  Copywriter,  UX  designer  and  Media  Planner.  AGer  two   months,  having  already  won  several  clients,  I  could  finally  distribute   my  responsibili=es  and  focus  on  Digital  and  Brand  Planning  for   important  clients  and  pitches  for  both  digital  and  integrated   campaigns. New  digital  methodology WIth  the  help  of  Felipe  De  Lucio  (Head  of  digital),  we  developed  a   new  research  methodology  based  in  Marke=ng  strategies,  where  the   5  stages  of  the  Customer’s  Journey  (Associa=on,  Interest,  Desire,   Ac=on,  Loyalty)  were  simplified  3  phases:  1.  Visibility  2.  Accepta=on   3.  Ac=on  for  Conversa=on,  Searches  &  Website  and  Social  Networks. With  a  unique  dashboard,  in  a  simple  glance  we  could  see  what  was   happening  to  our  client’s  brand  and  help  them  take  beeer  decisions,   thus  differen=a=ng  ourselves  from  other  digital  agencies. Results The  team  -­‐  ini=ally  me  (Digital  Planner),  Felipe  de  Lucio  (New   Business  Director)  and  Ronald  Bustamante  (Project  Manager)  -­‐   grew  from  3  to  10  people.  But  more  importantly,  we  succeeded   in  integra=ng  a  broader  team  originally  dedicated  to  ATL:   Planners,  Account  Execu=ves,  Copy  writers  and  Designers  for   360  campaigns.  We  integrated  our  more  important  clients,   winning  in  2  years  14  stable  clients,  launching  successful   integrated  campaigns  such  as  Cua  Cua  or  LG,  and  winning   several  awards:   APAP  Grand  Prix  Innova=on  in  media  2012:  HENKEL  -­‐  “S=ck  what  you  love” Innova=on  in  media  2012:  ENGLISH  EXCELLENCE  -­‐  “Sub=tle  man” ANDA  Excellence  Award  2012  :  KRAFT  -­‐  Cua  Cua  -­‐  “That  which  you  like” EFFIE  Silver  2012  :  KRAFT  -­‐  Cua  Cua  -­‐  “That  which  you  like” JADE  Bronze  2013  Street  Ac=on:  LG  “Microwave  Chef” 360  integra>on I  also  helped  to  structure  teams,   integra=ng  ATL  senior  crea=ves  with   Digital  junior  crea=ves  and  360   Account  Management  teams  to   supervise  our  360  accounts,  where  a   step  by  step  process  would  help  us   see  what  media  to  use  when:   Research  /  Customer  Journey,   Everyday  Management,  Remarkable   Experiences,  Influencers  /  P.R.  and   Media  Planning.
  • The  Challenge Teenagers  were  reluctant  to  eat  Cua  Cua  (our  chocolate   brand)  with  their  friends  as  it  was  seen  as  too  childish   for  them.  Our  challenge  was  to  reposi=on  Cua  Cua,  an   iconic  brand  in  Peru  with  30  years  in  the  market,    to   make  it  appealing  to  kids  &  teenagers. My  Role Digital  planning We  decided  to  focus  on  teenagers  and  spend  all  efforts   on  digital  adver=sing  on  Facebook,  where  they  spent  an   important  part  of  the  day.  So,  under  the  wide  insight   that  the  teenagers  are  addicted  to  novelty,  likes  things   that  are  authen=c  and  share  what  they  like  on   Facebook,  we  redefined  the  brand  essence  and  divided   the  campaign  into  several  phases. Media  planning Supervision  of  investment  in  digital  media. Campaign:   “That  which  you  like” Our  “Remarkable  Experience”  strategy  was  to  launch  in   the  first  2  months  14  teasers  on  TV,  being  able  to  watch   the  rest  of  the  video  on  our  Facebook  page.  The  only   cohesive  element  between  them  was  the  surrealist   personality  of  our  brand  character,  the  teenage  Cua  Cua   duck.  The  second  main  pillar  of  our  strategy  was  the   “Everyday  management”  of  our  Facebook  page,  where   every  post  was  full  of  insights  of  the  life  of  peruvian   teenagers.  We  were  specially  careful  in  keeping  the   authen=c  brand  personality  and  being  random  from   post  to  post,  keeping  the  interac=on  up. Results From  0  to  nearly  1MM  fans  in  6  months,  more  than   2MM  de  fans  aGer  a  year  and  having  the  best   Engagement  Rate  of  the  country  (average  ER  of  0,96).   Awards   EFFIE  Silver  2012 ANDA  Excellence  Award  2012 2.  Social  Media   Cua  Cua  (KraG) VIEW  CUA  CUA’S  CASE  ON  YOUTUBE VISIT  CUA  CUA’S    FACEBOOK  PAGE
  • The  Challenge Generate  awareness  by  taking  advantage  of  the   Children’s  day. My  Role Digital  planning We  have  so  much  stress  in  our  daily  life,  that  we   some=mes  want  to  go  back  when  we  were  kids,  a  stage   in  life  full  of  enjoyment  and  discovery.  We  used  this   insight  to  help  our  consumers  go  back  in  =me,  making   Children’s  day  not  only  a  day  for  our  kids,  but  also  for   our  inner  child. Media  planning Supervision  of  investment  in  digital  media. Campaign: “Happy  Children’s  day  to  everyone” A  simple  ac=on:  we  modified  for  the  whole  day  the   most  iconic  McDonald’s  store  in  Lima  by  making  the   counter  taller. We  also  gave  free  balloons  and  congratulated  our   consumers  for  the  children’s  day  on  the  paper  of  the   tray  with  their  order. Results In  only  15  days  we  increased  by  19,000  our  Facebook   fans,  got  100,000  views  and  became  trending  topic  in   Twieer. Awards   ADS  OF  THE  WORLD  Silver,  Best  Ambient  201 NY  FESTIVALS  Best  Oudoor  2014 OJO  DE  IBEROAMERICA  Bronze  2014 FIAP  Bronze  2014 3.  Cross-­‐media:   McDonald’s VIEW  McDONALD’S  ACTION  ON  YOUTUBE
  • The  Challenge Generate  awareness  for  the  presenta=on  of  NIKE’s  new  T-­‐  shirt  for   Lima’s  soccer  team,  Alianza. My  Role Digital  planning The  insight  was  that  the  mass  of  Alianza’s  followers  only  supported   their  team  in  important  matches,  while  more  hard-­‐core  fans  scorned   the  followers  that  were  less  involved  in  the  rest  of  the  year.  We   harnessed  the  energy  of  the  hardcore’s  by  materializing  the  progress   of  the  team  in  a  visual  representa=on,  a  moving  bus,  giving  them  the   tools  to  convince  other  followers  to  be  more  involved. Integra>on Integra=on  between  Btob  (a  digital  agency)  and  Fahrenheit  DDB  to   land  crea=vity  in  digital  planorms,  plan  the  investment  in  digital   media,  generate  PR,  generate  digital  reports  and  supervise   op=miza=on  processes. Campaign:   #AvanzaAlianza Under  the  hashtag  “#AvanzaAlianza”  (Move  forward  Alianza)  we   launched  a  campaign  where  a  bus  was  fueled  with  tweets  under  the   hashtag  #AvanzaAlianza,  where  1  tweet  =  10  meters,  with  the   objec=ve  of  arriving  to  the  field  where  the  official  presenta=on   of  NIKE’s  T-­‐shirt  was  held.  To  prepare  the  event,  we   campaigned  a  teaser  in  Social  media,  banners,  billboards  and   through  digital  men=ons  of  popular  peruvian  influencers.  We   invited  journalists  and  raffled  invita=ons  with  social  media   followers  to  jump  inside  the  bus  and  document  the  event  in   real-­‐=me.  On  the  5th  of  January  of  2013,  we  were  able  to   accomplish  our  goal  of  arriving  to  the  stadium  thanks  to  the   support  of  the  team’s  followers. Results 23.500  new  fans  on  Facebook  and  40%  more  followers  on   Twieer,  making  #AvanzaAlianza  Trending  Topic.  All  T-­‐  shirts   were  sold  the  same  day,  and  we  were  able  to  get  300  min.  of   coverage  in  TV  and  Radio  as  well  as  blogs  and  forums.   Awards   ANDA  Finalist  2013   Interac=ve  Campaign DIGI  Best  Cross-­‐media   campaign  2013 EFFIE  Finalist  2013   Interac=ve  Campaign FIAP  Finalist  2013   Interac=ve  Campaign 4.  Cross-­‐media:   NIKE VIEW  NIKE’S  CASE   ON  YOUTUBE
  • The  Challenge To  introduce  the  habit  of  microwave  cooking  in  the  C   segment  of  Peru  (lower-­‐middle  class). My  Role Digital  planning In  Peru,  microwaves  were  perceived  as  a  luxury  element   that  worsened  the  quality  of  food,  and,  most   importantly,  deprived  mothers  and  wives  from  showing   their  love  to  their  family  with  their  meals.  We  needed  a   campaign  that  would  diminish  the  ini=al  fear  of  use  and   make  it  more  familiar  for  everyone. Campaign “Microwave  Chef” At  the  same  =me  than  a  more  “standard”  interna=onal   campaign  was  screened  on  TV,  we  launched  a  Guerrilla   Marke=ng  Campaign  that  was  placed  on  digital  media   (Social  Ads  and  Youtube).   We  changed  the  tradi=onal  focus  and  introduced  LG’s   microwave  directly  in  the  daily  life  of  our  poten=al   consumers  by  introducing  the  new  LG  microwave  in   quick-­‐food  vans  in  the  lunch  =me  period  of  busy   business  areas.  A  friendly  ac=on  that  was  able  to  steal   the  smile  of  its  users. Results We  boosted  sales  by  112%  in  the  quarterly  results.   Digitally  we  got  22,000  new  Facebook  fans  in  a  3  month   period,  but,  most  importantly,  we  introduced  the   possibility  of  cooking  a  quick  meal  at  home  when  you   really  really  don’t  want  to  cook. Awards   JADE  Bronze  2012   Street  Ac=on 5.  Cross-­‐media:   LG VIEW  LG’S  STREET  ACTION   ON  YOUTUBE
  • The  Challenge To  launch  PROMART  and  posi=on  the  new  Home  center   store  as  the  one  with  the  best  personalized  service. My  Role Brand  Posi>oning Because  you  can  serve  beeer  once  you  fully  understand   who  you  are  servicing,  under  the  slogan  “Hagámoslo   Juntos”  (Let’s  do  it  together),  we  focused  PROMART  as  a   brand  open  to  understand  the  par=culari=es  of  every   home. Brand  /  Digital  Planning Adver=sing  in  Peru  normally  portraits  perfect  blonde   families  which  are  far  away  from  the  reality  of  the   country.  We  wanted  to  get  close  to  peruvian  daily  life,   under  the  cultural  tension  where  we  all  secretly  wish  a   model  “normal”  family  and  desire  to  change  ours,  but   we  also  want  to  stay  real.   CAMPAIGN “Your  family  is  perfect” We  focused  PROMART  as  a  brand  that  understands  that   every  family  is  perfect  as  long  as  they  care  for  each   other  -­‐“perfect  imperfec=ons”-­‐  helping  them  to  adapt   to  their  daily  life  through  home  improvement.  We   represented  this  idea  through  the  story  of  an  “imperfect   family”  -­‐  a  single  fat  dad  with  a  deaf  daughter  -­‐  and  how   house  improvement  helped  his  daughter  with  his   boyfriend. Our  Facebook  page  was  used  for  home  improvement   =ps  and,  most  importantly,  as  a  real-­‐=me  answering  for   any  doubts  about  the  improvement  of  the  user’s  homes. AWARDS THE  ONE  CLUB  -­‐  Finalist 6.  360  Campaign:   PROMART VIEW  PROMART’S  AD  ON  YOUTUBE VISIT  PROMART’S  FACEBOOK  PAGE
  • The  Challenge Make  the  peruvian  public  understand  the  new  common   banking  language. My  Role Brand  /  Digital  Planning The  level  of  credibility  of  the  public  and  private   ins=tu=ons  of  Peru  was  very  low.  Banks  were  worried   that  the  general  public  would  misunderstand  the  reason   of  the  change  of  language  -­‐  “why  was  there  so  much   text  before  and  and  now  it’s  short?”.  We  couldn’t  talk   about  the  past  so  that  they  wouldn’t  worry  about  the   change.  We  focused  only  in  the  present,  and  in  this,  in   the  beauty  of  simple  communica=on.   Campaign “Let’s  talk  simple” We  harnessed  the  directness  of  peruvian  colloquialism,   where  one  colloquialism  is  used  for  every  context,   associa=ng  this  simpler  communica=on  with  banks.   With  the  moeo  “Compromiso  hablemos  más   simple”  (Compromise  to  talk  simpler)  and  the  isotypes   TREA  and  TCEA,  we  launched  an  informa=ve  360 campaign  about  the  simplifica=on  of  the  new  banking   language.  This  campaign  directed  to  a  website  which   would  deepen  into  details  (hablemosmassimple.com)   and  a  Facebook  page  where  you  could  aeend  the   doubts  of  its  users. I  also  helped  focus  the  design  and  naming  of  the  new   indicators  “TREA,  la  tasa  que  te  rinde”  (TREA,  the  rate   that  yields”)  and  “TCEA,  la  tasa  que  te  cuesta”  (TCEA,   the  rate  that  costs). 7.  360  Campaign:   ASBANC VIEW  ASBANC’S  AD  ON  YOUTUBE VISIT  ASBANC’S  WEBSITE VISIT  ASBANC’S  FACEBOOK  PAGE