©2013 Critical Mass, Inc. All Rights Reserved pg.
CAMPAIGNS TO COMMITMENT
SOCIAL MEDIA, BRANDS AND LONG IDEAS
08.20.13
Mon...
©2013 Critical Mass, Inc. All Rights Reserved pg 2
OURSESSION
WHO WE ARE
THE CAMPAIGN MINDSET
DEMANDS OF SOCIAL ON BRANDS
...
©2013 Critical Mass, Inc. All Rights Reserved pg
WHO
WE ARE
3
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
DARREN
ART DIRECTOR
WE ARE 700
We are smart, talented, flexible, and colla...
©2013 Critical Mass, Inc. All Rights Reserved pg
MATT = @MATTDIPAOLA
DAVE = @DOCTORJONES
#SMWLONGIDEAS
5
Monday, September...
©2013 Critical Mass, Inc. All Rights Reserved pg 6
WE LIVE
AND BREATHE
DIGITAL.
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg 7
IT’S WHERE CRITICAL MASS FIRST BEGAN.
A S I N C A N A D A
CALGARY
Monda...
©2013 Critical Mass, Inc. All Rights Reserved pg 8
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg 9
CAMPAIGN MINDSET?
W H A T I S T H E
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
SAY SOMETHING NEW OR DIFFERENT
10
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
SAY IT A LOT
11
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
SEE IF IT WORKED
12
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
SAY SOMETHING NEW OR DIFFERENT
13
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
MANY CAMPAIGNS ARE GREAT
14
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg15
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg16
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg17
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg18
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg19
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg20
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
SUBHEAD FOR STATEMENT
21
HAPPENED?
W T F
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
MARKETING IS NOT A CAMPAIGN.
IT’S A COMMITMENT.
JOSEPH JAFFE
22
Monday, S...
©2013 Critical Mass, Inc. All Rights Reserved pg23
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg24
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg25
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg26
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg27
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg28
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg29
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
You can’t buy attention anymore. Having a huge budget doesn’t
mean anythi...
©2013 Critical Mass, Inc. All Rights Reserved pg
WE USED TO TELL, YELL, SELL
31
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
NOW WE CONNECT & CONVERSE
AROUND EXPERIENCES
32
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg33
MARKETING IS BEING
REINVENTED. CUSTOMERS
ARE IN CHARGE...
Monday, Septe...
©2013 Critical Mass, Inc. All Rights Reserved pg34
THE OPTIONS AND
INTERACTIONS ARE DAUNTING.
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg35
CLIENTS NEED SALES
BUT BUSINESS HASN’T CHANGED.
GROWTH
SELF SERVICE
NPS...
©2013 Critical Mass, Inc. All Rights Reserved pg36
BRANDS MUST ADAPT.
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg37
E N T E R
LONG IDEAS
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg38
CONSIDERATIONS
The myriad of ways brands
speak to consumers and make ca...
©2013 Critical Mass, Inc. All Rights Reserved pg39
W H A T D O E S
NEED
THECUSTOMERTHE BUSINESS
NEED
W H A T D O E S
$ ?To...
©2013 Critical Mass, Inc. All Rights Reserved pg40
A MESSAGE MUST BE
COORDINATED TO GET THROUGH
CROWDED CHANNELS.
MESSAGE
...
©2013 Critical Mass, Inc. All Rights Reserved pg41
IF DEVICES ALL DID THE
SAME THING, WHY WOULD WE
HAVE SO MANY?
DEVICE
Mo...
©2013 Critical Mass, Inc. All Rights Reserved pg42
YOUR EMPLOYEES ARE YOUR
BRAND. ARM THEM WITH DATA
& GUIDE THEM ON HOW T...
©2013 Critical Mass, Inc. All Rights Reserved pg43
TIME IS ABOUT MORE THAN CONSISTENCY.
TIME
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
LONG IDEA THINKING
44
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg45
FROM THE START
Social media isn’t an after thought. It isn’t a plug-in ...
©2013 Critical Mass, Inc. All Rights Reserved pg46
The web is social. All digital activities now revolve around networked ...
©2013 Critical Mass, Inc. All Rights Reserved pg47
Omnipresent coverage is making sure you are where the customer is. It i...
©2013 Critical Mass, Inc. All Rights Reserved pg48
BRING TOGETHER HUMAN
BEHAVIOR AND TECHNOLOGY.
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg49
CHANNEL, TECHNOLOGY AND DEVICE
EXECUTION
CUSTOMER, BUSINESS AND BRAND
P...
©2013 Critical Mass, Inc. All Rights Reserved pg50
DIG INTO WHO YOU ARE, WHO
YOUR CUSTOMERS ARE, AND YOU
CAN BEST INTERACT...
©2013 Critical Mass, Inc. All Rights Reserved pg51
We are large and integrated, a one stop shop - this means when we bring...
©2013 Critical Mass, Inc. All Rights Reserved pg52
DEVELOPING PROGRAMS TO
DELIVER EXTRAORDINARY
EXPERIENCES.
When we combi...
©2013 Critical Mass, Inc. All Rights Reserved pg
SOME OF OUR
LONG IDEAS
53
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
©2013 Critical Mass, Inc. All Rights Reserved | 1
READY. SET. BOLT!N I S ...
©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 2
“RACING IS MY INSPIRATIO...
©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 3
CELEBRATING INNOVATION
O...
©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 4
MOVING AT THE SPEED OF S...
©2013 Critical Mass, Inc. All Rights Reserved pg
©2013 Critical Mass, Inc. All Rights Reserved | 6
THE GOLD METAL
AUCTION
...
©2013 Critical Mass, Inc. All Rights Reserved pg
©2013 Critical Mass, Inc. All Rights Reserved | 7©2013 Critical Mass, Inc...
©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 1
THE NEW CARN I S S A N L...
©2013 Critical Mass, Inc. All Rights Reserved pg
©2013 Critical Mass, Inc. All Rights Reserved | 2
“WE WANTED TO CATER TO ...
©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 3
WHAT DO YOU MEAN:
“100% ...
©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 4
FUELING THE
CONVERSATION...
©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 5
FROM CONVERSATION
TO CON...
©2013 Critical Mass, Inc. All Rights Reserved pg
20,000
THE INITIAL PRODUCTION RUN OF
CARS SOLD OUT 3 MONTHS
AHEAD OF SCHE...
©2013 Critical Mass, Inc. All Rights Reserved |
66
GREEN WORKS FOR ALL
B R A N D R E L A U N C H
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved |
67
“WE REFOCUSED OUR MARKETING TO TARGET
‘DIGITALLY SAVVY’ MOTHERS WHO SPE...
©2013 Critical Mass, Inc. All Rights Reserved |
68
A NEW MANIFESTO:
GREEN FOR ALL
To combat poor sales, shrinking shelf sp...
©2013 Critical Mass, Inc. All Rights Reserved |
69
MAKING GREEN
AFFORDABLE, EFFECTIVE,
ACCESSIBLE,
& APPROACHABLE
Beginnin...
©2013 Critical Mass, Inc. All Rights Reserved |
70
LITTLE IDEAS.
BIG IMPACT.
Our strategy was a steady drumbeat of digital...
©2013 Critical Mass, Inc. All Rights Reserved |
71
THE RESULTS
Monday, September 30, 13
©2013 Critical Mass, Inc. All Rights Reserved pg
05
DISCOVERING YOUR LONG IDEA
72
TO LONG IDEAS?
A R E Y O U R E A D Y T O...
©2013 Critical Mass, Inc. All Rights Reserved |73
Monday, September 30, 13
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Campaigns to Commitment: Social Media, Brands & Long Ideas

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Social media campaigns are table stakes for brands, but as the digital ecosystem evolves, social campaigns can no longer effectively run on their own. To reach customers brands need to integrate campaigns across platforms creating long-term experiences that reach consumers in a sustained fashion. Critical Mass has a long history of creating these sustained multi-channel experiences, using social as a lynchpin. In this session we’ll show you our philosophy and how it has manifested itself across our clients’ digital and social ecosystems.

Published in: Technology, Business

Campaigns to Commitment: Social Media, Brands & Long Ideas

  1. 1. ©2013 Critical Mass, Inc. All Rights Reserved pg. CAMPAIGNS TO COMMITMENT SOCIAL MEDIA, BRANDS AND LONG IDEAS 08.20.13 Monday, September 30, 13
  2. 2. ©2013 Critical Mass, Inc. All Rights Reserved pg 2 OURSESSION WHO WE ARE THE CAMPAIGN MINDSET DEMANDS OF SOCIAL ON BRANDS ENTER THE LONG IDEA A FEW EXAMPLES QUESTIONS 01 02 03 04 05 06 Monday, September 30, 13
  3. 3. ©2013 Critical Mass, Inc. All Rights Reserved pg WHO WE ARE 3 Monday, September 30, 13
  4. 4. ©2013 Critical Mass, Inc. All Rights Reserved pg DARREN ART DIRECTOR WE ARE 700 We are smart, talented, flexible, and collaborative. Working across offices, disciplines, accounts, and teams around the world. SHAINA MARKETING SCIENCE CHICAGO SUSANNE SVP, MANAGING DIRECTOR LONDON MATT GENERAL MANAGER TORONTO EUNY DESIGNER CALGARY Monday, September 30, 13
  5. 5. ©2013 Critical Mass, Inc. All Rights Reserved pg MATT = @MATTDIPAOLA DAVE = @DOCTORJONES #SMWLONGIDEAS 5 Monday, September 30, 13
  6. 6. ©2013 Critical Mass, Inc. All Rights Reserved pg 6 WE LIVE AND BREATHE DIGITAL. Monday, September 30, 13
  7. 7. ©2013 Critical Mass, Inc. All Rights Reserved pg 7 IT’S WHERE CRITICAL MASS FIRST BEGAN. A S I N C A N A D A CALGARY Monday, September 30, 13
  8. 8. ©2013 Critical Mass, Inc. All Rights Reserved pg 8 Monday, September 30, 13
  9. 9. ©2013 Critical Mass, Inc. All Rights Reserved pg 9 CAMPAIGN MINDSET? W H A T I S T H E Monday, September 30, 13
  10. 10. ©2013 Critical Mass, Inc. All Rights Reserved pg SAY SOMETHING NEW OR DIFFERENT 10 Monday, September 30, 13
  11. 11. ©2013 Critical Mass, Inc. All Rights Reserved pg SAY IT A LOT 11 Monday, September 30, 13
  12. 12. ©2013 Critical Mass, Inc. All Rights Reserved pg SEE IF IT WORKED 12 Monday, September 30, 13
  13. 13. ©2013 Critical Mass, Inc. All Rights Reserved pg SAY SOMETHING NEW OR DIFFERENT 13 Monday, September 30, 13
  14. 14. ©2013 Critical Mass, Inc. All Rights Reserved pg MANY CAMPAIGNS ARE GREAT 14 Monday, September 30, 13
  15. 15. ©2013 Critical Mass, Inc. All Rights Reserved pg15 Monday, September 30, 13
  16. 16. ©2013 Critical Mass, Inc. All Rights Reserved pg16 Monday, September 30, 13
  17. 17. ©2013 Critical Mass, Inc. All Rights Reserved pg17 Monday, September 30, 13
  18. 18. ©2013 Critical Mass, Inc. All Rights Reserved pg18 Monday, September 30, 13
  19. 19. ©2013 Critical Mass, Inc. All Rights Reserved pg19 Monday, September 30, 13
  20. 20. ©2013 Critical Mass, Inc. All Rights Reserved pg20 Monday, September 30, 13
  21. 21. ©2013 Critical Mass, Inc. All Rights Reserved pg SUBHEAD FOR STATEMENT 21 HAPPENED? W T F Monday, September 30, 13
  22. 22. ©2013 Critical Mass, Inc. All Rights Reserved pg MARKETING IS NOT A CAMPAIGN. IT’S A COMMITMENT. JOSEPH JAFFE 22 Monday, September 30, 13
  23. 23. ©2013 Critical Mass, Inc. All Rights Reserved pg23 Monday, September 30, 13
  24. 24. ©2013 Critical Mass, Inc. All Rights Reserved pg24 Monday, September 30, 13
  25. 25. ©2013 Critical Mass, Inc. All Rights Reserved pg25 Monday, September 30, 13
  26. 26. ©2013 Critical Mass, Inc. All Rights Reserved pg26 Monday, September 30, 13
  27. 27. ©2013 Critical Mass, Inc. All Rights Reserved pg27 Monday, September 30, 13
  28. 28. ©2013 Critical Mass, Inc. All Rights Reserved pg28 Monday, September 30, 13
  29. 29. ©2013 Critical Mass, Inc. All Rights Reserved pg29 Monday, September 30, 13
  30. 30. ©2013 Critical Mass, Inc. All Rights Reserved pg You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old paradigm was pay to play. Now you get back what you authentically put in. You’ve got to be willing to play to play. 30 Monday, September 30, 13
  31. 31. ©2013 Critical Mass, Inc. All Rights Reserved pg WE USED TO TELL, YELL, SELL 31 Monday, September 30, 13
  32. 32. ©2013 Critical Mass, Inc. All Rights Reserved pg NOW WE CONNECT & CONVERSE AROUND EXPERIENCES 32 Monday, September 30, 13
  33. 33. ©2013 Critical Mass, Inc. All Rights Reserved pg33 MARKETING IS BEING REINVENTED. CUSTOMERS ARE IN CHARGE... Monday, September 30, 13
  34. 34. ©2013 Critical Mass, Inc. All Rights Reserved pg34 THE OPTIONS AND INTERACTIONS ARE DAUNTING. Monday, September 30, 13
  35. 35. ©2013 Critical Mass, Inc. All Rights Reserved pg35 CLIENTS NEED SALES BUT BUSINESS HASN’T CHANGED. GROWTH SELF SERVICE NPS SCORES BUZZ INCREASED DEMAND LEADS LOWER COSTS LOYALTY Monday, September 30, 13
  36. 36. ©2013 Critical Mass, Inc. All Rights Reserved pg36 BRANDS MUST ADAPT. Monday, September 30, 13
  37. 37. ©2013 Critical Mass, Inc. All Rights Reserved pg37 E N T E R LONG IDEAS Monday, September 30, 13
  38. 38. ©2013 Critical Mass, Inc. All Rights Reserved pg38 CONSIDERATIONS The myriad of ways brands speak to consumers and make calls to action. MESSAGE The different “machines” customers use to interact with a brand. DEVICE Customer interactions with a human Version of the brand – call center, retail outlet, online support, events, etc. TOUCHPOINT The lifetime total of a customer’s Interactions with the brand. TIME Monday, September 30, 13
  39. 39. ©2013 Critical Mass, Inc. All Rights Reserved pg39 W H A T D O E S NEED THECUSTOMERTHE BUSINESS NEED W H A T D O E S $ ?To drive sales and build awareness. To solve a problem or make a decision. Monday, September 30, 13
  40. 40. ©2013 Critical Mass, Inc. All Rights Reserved pg40 A MESSAGE MUST BE COORDINATED TO GET THROUGH CROWDED CHANNELS. MESSAGE Monday, September 30, 13
  41. 41. ©2013 Critical Mass, Inc. All Rights Reserved pg41 IF DEVICES ALL DID THE SAME THING, WHY WOULD WE HAVE SO MANY? DEVICE Monday, September 30, 13
  42. 42. ©2013 Critical Mass, Inc. All Rights Reserved pg42 YOUR EMPLOYEES ARE YOUR BRAND. ARM THEM WITH DATA & GUIDE THEM ON HOW TO ACT. TOUCHPOINT Monday, September 30, 13
  43. 43. ©2013 Critical Mass, Inc. All Rights Reserved pg43 TIME IS ABOUT MORE THAN CONSISTENCY. TIME Monday, September 30, 13
  44. 44. ©2013 Critical Mass, Inc. All Rights Reserved pg LONG IDEA THINKING 44 Monday, September 30, 13
  45. 45. ©2013 Critical Mass, Inc. All Rights Reserved pg45 FROM THE START Social media isn’t an after thought. It isn’t a plug-in or bolt-on. It is a key component of how we plan and execute ideas. S O C I A L MEDIA Monday, September 30, 13
  46. 46. ©2013 Critical Mass, Inc. All Rights Reserved pg46 The web is social. All digital activities now revolve around networked individuals sharing and distributing exceptional content, directly interacting with brands to ensure their needs are met in real time ensuring maximum time is spent “living”. This behavior is enabled by the technologies and networks we use - and those tools change at the speed of consumer attention. We focus on creating flexible solutions that integrate because we know that time is important to consumers - and they need to be wowed when we have their interest. LONG IDEA THINKING MOVE AT THE SPEED OF YOUR CONSUMER’S ATTENTION. Monday, September 30, 13
  47. 47. ©2013 Critical Mass, Inc. All Rights Reserved pg47 Omnipresent coverage is making sure you are where the customer is. It is connecting the human conversation on various tech channels, networks and social hubs in the appropriate environment. Your customer get the most involved when they are appropriately exposed to your content, and they become advocates in the channels where they have the most clout. LONG IDEA THINKING BE EVERYWHERE YOUR CUSTOMER IS. Monday, September 30, 13
  48. 48. ©2013 Critical Mass, Inc. All Rights Reserved pg48 BRING TOGETHER HUMAN BEHAVIOR AND TECHNOLOGY. Monday, September 30, 13
  49. 49. ©2013 Critical Mass, Inc. All Rights Reserved pg49 CHANNEL, TECHNOLOGY AND DEVICE EXECUTION CUSTOMER, BUSINESS AND BRAND POSSIBILITIES MUTUALLY BENEFICIAL LONG IDEAS LONG IDEA THINKING Monday, September 30, 13
  50. 50. ©2013 Critical Mass, Inc. All Rights Reserved pg50 DIG INTO WHO YOU ARE, WHO YOUR CUSTOMERS ARE, AND YOU CAN BEST INTERACT WITH THEM. What will create the biggest impact? That depends on your objectives and the willingness of the consumer to join in. Are you at the beginning of your social journey, or do you already have millions of fans that need to be re-energized? We help transform your business to become social minded and deliver content that breaks the consumer out of their apathetic daze. FINDING TRUTH IN POSSIBILITIES Monday, September 30, 13
  51. 51. ©2013 Critical Mass, Inc. All Rights Reserved pg51 We are large and integrated, a one stop shop - this means when we bring ideas they are possible, they have clout and they can help move you to becoming a credible and exciting social brand. Unlike most social agencies, we don’t use tried and true - we know that tried and true is ignorable. Our ideas create impact that lasts over time, big hits and small pulses that move beyond the simple post and work across devices and channels using exciting technology. UNITING POSSIBILITIES WITH EXECUTION BIG THINKING IS ONLY EFFECTIVE IF IT CAN BE IMPLEMENTED. Monday, September 30, 13
  52. 52. ©2013 Critical Mass, Inc. All Rights Reserved pg52 DEVELOPING PROGRAMS TO DELIVER EXTRAORDINARY EXPERIENCES. When we combine possibilities with execution, we get big ideas. No matter where your brand is in its social maturity or what your business objective is we turn unaccommodating consumers into advocates. LONG IDEAS Monday, September 30, 13
  53. 53. ©2013 Critical Mass, Inc. All Rights Reserved pg SOME OF OUR LONG IDEAS 53 Monday, September 30, 13
  54. 54. ©2013 Critical Mass, Inc. All Rights Reserved pg ©2013 Critical Mass, Inc. All Rights Reserved | 1 READY. SET. BOLT!N I S S A N B O L T G T - R C A M P A I G N 54 Monday, September 30, 13
  55. 55. ©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 2 “RACING IS MY INSPIRATION. I WANT TO HELP NISSAN BECOME AN EVEN MORE EXCITING BRAND.” USAIN BOLT DIRECTOR OF EXCITEMENT, NISSAN 55 Monday, September 30, 13
  56. 56. ©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 3 CELEBRATING INNOVATION ON A GLOBAL SCALE In 2012, Nissan Global unveiled its new brand positioning, “Innovation that Excites.” The ultimate goal: to celebrate the inherent role that innovation plays across every part of the company, globally. To support the launch, Nissan kicked off a 15-month long global brand campaign entitled “WHAT IF __”, and the automaker tapped Critical Mass to manage the campaign’s digital activation around the world.   A core pillar of the global multichannel campaign, launched in conjunction with TBWAChiatDay and OMD, was to promote Nissan’s innovation in racing by pairing the world’s fastest man, Usain Bolt, with the most thrilling Nissan performance vehicle, the GT-R racecar. 56 Monday, September 30, 13
  57. 57. ©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 4 MOVING AT THE SPEED OF SOCIAL Framed under the “WHAT IF__” umbrella, Nissan posed the question to brand fans around the globe: What if the world’s fastest man went even faster? The automaker answered the question by naming Usain Bolt its Director of Excitement and working with Critical Mass to mobilize his legions of fans online, including nearly 10 million Facebook fans and 2.3 million+ Twitter followers. We developed a custom Facebook application to stream all things Bolt, including live event coverage and social syndication, rich videos, photos and exclusive content highlighting Bolt as the dynamic new face of Nissan’s GT-R racecars—all supported by social moderation and a global media campaign. 57 Monday, September 30, 13
  58. 58. ©2013 Critical Mass, Inc. All Rights Reserved pg ©2013 Critical Mass, Inc. All Rights Reserved | 6 THE GOLD METAL AUCTION Beyond the flood of dynamic content, we amplified the buzz with an unprecedented online auction on eBay for two custom Nissan Gold GT-Rs—one that went to the winning bidder and one to Usain Bolt himself. The auction ran for 10 days during eBay’s busiest weekend of the year, including Cyber Monday, and was supported by paid media in 7 languages, on 20 regional eBay sites, as well as key outlets such as BBC, Top Gear, Discovery and LinkedIn. All proceeds were donated to The Usain Bolt Foundation Charity. 58 Monday, September 30, 13
  59. 59. ©2013 Critical Mass, Inc. All Rights Reserved pg ©2013 Critical Mass, Inc. All Rights Reserved | 7©2013 Critical Mass, Inc. All Rights Reserved | 7 THE RESULTS IMPRESSIONS IN 31 COUNTRIES 200M $200,000 RAISED FOR THE USAIN BOLT FOUNDATION IN AUCTION 75 MILLION FACEBOOK IMPRESSIONS 49 MILLION TWITTER IMPRESSIONS 234,000 YOUTUBE VIEWS 200KCOMMENTS, LIKES, SHARES, TWEETS, RETWEETS + BLOG POSTS 31 COUNTRIES SOUTH AFRICA, MIDDLE EAST, UNITED STATES, CANADA, AUSTRALIA, CHINA, SINGAPORE, NEW ZEALAND, TAIWAN, JAPAN, KOREA, BELGIUM, SPAIN, LATVIA, AUSTRIA, RUSSIA, FINLAND, LUXEMBOURG, CZECH REPUBLIC, FRANCE, HUNGARY, POLAND, SWITZERLAND, SWEDEN, GREECE, GERMANY, ITALY, NETHERLANDS, PORTUGUESE, SLOVAKIA, UNITED KINGDOM 59 Monday, September 30, 13
  60. 60. ©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 1 THE NEW CARN I S S A N L E A F 60 Monday, September 30, 13
  61. 61. ©2013 Critical Mass, Inc. All Rights Reserved pg ©2013 Critical Mass, Inc. All Rights Reserved | 2 “WE WANTED TO CATER TO A NEW DRIVER WHO FEEDS OFF SOCIAL MEDIA.” STEVE SAVIC GROUP CREATIVE DIRECTOR, CRITICAL MASS 61 Monday, September 30, 13
  62. 62. ©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 3 WHAT DO YOU MEAN: “100% ELECTRIC?” The Nissan LEAF is an automobile unlike any that’s come before. It’s the first mass-market, mass-marketed 100% electric vehicle, first launched in the US, Europe and Japan, before broader distribution to 17 countries. When you're launching a game-changer in an entirely new category, people are bound to have questions…lots of them. So we built the world's first comprehensive Twitter Q&A engine, covering everything from battery capacity to performance to comfort. Our primary goals: drive awareness, educate people, and ease their fears about driving electric. 62 Monday, September 30, 13
  63. 63. ©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 4 FUELING THE CONVERSATION Tapping into 20+ social platforms, we provided insight and guidance to help consumers understand if the LEAF was right for them. We created robust infographics and interactive tools enabling them to determine whether their driving habits, homes and lifestyles were suitable for the switch to 100% electric. And we staged a LEAF Zero Emissions promotional tour that let users RSVP via Google maps and capture first impressions, posting them in real-time on YouTube and Facebook. 63 Monday, September 30, 13
  64. 64. ©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 5 FROM CONVERSATION TO CONVERSION Working in lock-step with agency partners, we executed a tightly woven campaign that encompassed nearly every medium—TV and print, plus online media, video, social platforms and a groundbreaking iAd execution. Our answer-ready, zero-emission hub website and innovative online reservations system delivered an unheard of 90% conversion rate—all online. 64 Monday, September 30, 13
  65. 65. ©2013 Critical Mass, Inc. All Rights Reserved pg 20,000 THE INITIAL PRODUCTION RUN OF CARS SOLD OUT 3 MONTHS AHEAD OF SCHEDULE #1SEARCH RANKINGS 294,309 VISITORS IN THE FIRST WEEK 4.7+ MILLION VISITORS TO DATE 100,000+ FACEBOOK LIKES 5,000RESERVATIONS ON THE FIRST DAY 15,558 QUESTIONS 90%RESERVATION CONVERSIONS THE RESULTS © 2013 Critical Mass, inc. All Rights Reserved | 138 20+ INDUSTRY AWARDS 65 Monday, September 30, 13
  66. 66. ©2013 Critical Mass, Inc. All Rights Reserved | 66 GREEN WORKS FOR ALL B R A N D R E L A U N C H Monday, September 30, 13
  67. 67. ©2013 Critical Mass, Inc. All Rights Reserved | 67 “WE REFOCUSED OUR MARKETING TO TARGET ‘DIGITALLY SAVVY’ MOTHERS WHO SPEND A LOT OF TIME ONLINE. THAT’S WHERE WE NEEDED TO REACH THEM.” REBECCA BOSTON PUBLIC RELATIONS AND DIGITAL STRATEGIST, GREEN WORKS Monday, September 30, 13
  68. 68. ©2013 Critical Mass, Inc. All Rights Reserved | 68 A NEW MANIFESTO: GREEN FOR ALL To combat poor sales, shrinking shelf space and low visibility, Green Works needed to find a new voice. Through research, we uncovered an insight that changed everything: in contrast to hardcore green advocates, most women felt stressed when trying to be green. They wanted to do their part, going green – without judgment. So we created a new, inclusive platform to make green accessible for all. Monday, September 30, 13
  69. 69. ©2013 Critical Mass, Inc. All Rights Reserved | 69 MAKING GREEN AFFORDABLE, EFFECTIVE, ACCESSIBLE, & APPROACHABLE Beginning with a fresh brand identity and website, we helped Green Works battle eco-exclusion with a digital-driven campaign, “You don’t have to be _______ to be Green,” using new digital tools to engage our audience in friendly, even funny, ways. Monday, September 30, 13
  70. 70. ©2013 Critical Mass, Inc. All Rights Reserved | 70 LITTLE IDEAS. BIG IMPACT. Our strategy was a steady drumbeat of digital tactics to inspire awareness, drive trial, unite channels, and mobilize advocates. With a light-hearted editorial voice and sustained content strategy, the campaign spanned online media and seasonal, social, retailer, and celebrity tie-ins. Monday, September 30, 13
  71. 71. ©2013 Critical Mass, Inc. All Rights Reserved | 71 THE RESULTS Monday, September 30, 13
  72. 72. ©2013 Critical Mass, Inc. All Rights Reserved pg 05 DISCOVERING YOUR LONG IDEA 72 TO LONG IDEAS? A R E Y O U R E A D Y T O C O M M I T Monday, September 30, 13
  73. 73. ©2013 Critical Mass, Inc. All Rights Reserved |73 Monday, September 30, 13
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