Representation of creative ideation for a valentine's day promotion during early time periods for social media business adoption.

1. SweetLove
C a m p a i g n
Creative, Strategies, Execution

2. SWATCH
2014 VALENTINE'S BY SWATCH
Campaign will be a multi-step integrated, interactive digital and
social media program designed to create a world event to launch
the SweetLove themed watch to maximize sales, increase fan
activity and keep the Swatch brand top of mind.

3. SWATCH
2014 VALENTINE'S BY SWATCH
CONCEPT
q Move beyond recipe cliché
concepts
q Associate Valentine's Day with
Swatch spirit attributes: fun, joie
de vivre, positive provocation and
people
q Leverage the special occasion
into an opportunity for people to
express and share heart felt
emotions

4. SWATCH
2014 VALENTINE'S BY SWATCH
THEME
q Use word associations to
reinforce the Brand
q Irresistibility, Desire and
Sweetness - invokes emotional
and memorable visual
connotations
q Offers an abundance of creative
and executable campaign
directions for advertising and
social engagement

5. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC DIRECTION
q Develop an interactive contest
and campaign tied to emotional
word association themes
q Core digital assets to include:
mini website, display advertising,
interactive App, social content,
email campaign support
q Goals: commerce, fan
engagement, branding

6. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC LAYER
q Commerce: drive traffic to Swatch
website, eStores and into retail
∆ Execution Flow
1. Leverage heightened awareness into increased
traffic via owned, earned and paid media
2. Awareness: above the fold creative on Swatch
corporate website and eStores
3. Awareness: campaign support via traditional media
& Retail POS
4. Awareness: multi-variant targeted split-testing
digital advertising
5. Engagement & Reach: mainstream Social
properties for fan engagement, virality
6. Reinforcement: email campaign for greater
conversion
7. Optimization: performance monitoring, tracking and
measurement

7. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC LAYER
q Website Portal: host site and
contest platform
∆ Execution Flow
1. Arrive at site via digital advertising, social
media, WOM, offline awareness
2. Select avatar or upload photo image
3. Customize avatar or personal photo
4. Contest registration: name, email, permissions
5. Upload customized contest photo into contest
photo album
6. Contestants share customized photos via their
own social networks tagged with a campaign
hashtag: Facebook, Twitter, Pinterest,
Instagram, email
7. Contestant Social activity is curated into active
social feeds displayed live on mini website
8. Contestants actively campaign for votes within
their own social connections and communities
9. Virality and increased engagement created
as friends of fans are exposed to shareable
campaign content and vote campaigning
10.Contestant photo submissions are
leveraged into social content marketing
across Facebook, Twitter, Pinterest and
Instagram
11. Contestant information catalogued and used
in email conversion campaign
12.Promoted site links create traffic to Swatch
eStores and Swatch website

8. SWATCH
2014 VALENTINE'S BY SWATCH
JANUARY
6
13
20
27
7
14
21
28
1
8
15
22
29
2
9
16
23
30
3
10
17
24
31
4
11
18
25
5
12
19
26
SUN MON TUE WED THUR FRI SAT
STRATEGIC LAYER
q Content Marketing: owned &
earned content mix
∆ Execution Flow
1. Develop content marketing calendars unique
for each social platform, social integration
architecture and use, and by geography where
applicable
2. Facebook - highly visual creative (owned),
pics and tweets of day (UGC) and fill-in blank
(owned) posts
3. Twitter - combination of engagement tweets
and visuals (owned), pics of day (UGC), Vine
videos (owned)
4. Pinterest - curated contestant submissions
and re-pinned hashtag discoveries (UGC)
5. Instagram - pic of day (UGC), contestant
upload submissions (UGC), complimentary
sweeps promotion
6. Earned (UGC): constant curation and use of
the most interesting and appealing contestant
submissions across all platforms
FEBRUARY
FRIDAY
14

9. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC LAYER
q Facebook Integration
∆ Execution Flow
1. Campaign duration promote (through rotating
cover photos) using a combination of owned
creative and UGC submissions on Global Page
and appropriate Sub (regional) Pages
2. Fully functional multi-layered App Tab (landing,
enter, prizes, special incentives, contest photo
album, promo materials, vote leaderboard,
social feeds, eStore / Store locator, Swatch
collection)
3. Develop and manage a content calendar to
include the scheduling of two campaign posts
per day per Page linkable to mini website: e.g.,
highlighted Pic of the Day and an engagement
status update fill in the blank style post
4. Weekly, Pin for 24 hours a countdown clock to
Valentine's Day asking Fans to enter the contest
5. Monitor campaign Posts for high engagements,
and periodically apply small budgets to
sponsored posts to boost news feed reach and
exposure
#SweetLove
Rose
Rebel
is
our
Fan
Pic
of
the
Day!
h;p://swat.ch/SweetLove
#SweetLove
Fill
in
the
blank.
What's
your
sweetness?
h;p://swat.ch/SweetLove
Sweetness
is
.
shared
a
link.

10. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC LAYER
q Twitter Integration
∆ Execution Flow
1. Campaign duration change background and
cover on Global account
2. Develop and manage a content calendar to
include the scheduling of two campaign tweets
per day with multiple daily retweets of contest
enthusiasts
3. Leverage UGC content into tweets such as
tweeting a Swatch Pic of the Day and/or
SweetLove Phrase of the Day
4. Take advantage of the creative and viral
potential of Vine videos to develop a series of
6 second promotional videos
5. Apply small budgets periodically to Sponsored
Tweets driving traffic to the mini website based
on keywords and interests to hijack Valentine's
Day audiences and to benefit from the new
Twitter image and video news feed display
attribute
253
RETWEETS
67
FAVORITE
#SweetLove
Amazing
Pic
of
the
Day!
via
Pa;y
Lane.
What's
your
sweetness?
h;p://swat.ch/SweetLove

11. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC LAYER
q Instagram Integration
∆ Execution Flow
1. Launch a supporting and complimentary
country specific photo contest sweeps to
support the existing 60K follower base and to
reach new users on the platform by geography
2. Apply a separate level of sweeps incentives
for Instagram followers (does not prohibit
participation and chance for prizes in parent
SweetLove contest)
3. Contestants from the mini website option to
share their photo creations via Instagram
4. Photos are tagged with the selected campaign
hashtag with a statement defining sweetness
5. Sweeps App pulls in photo entries that contain
the campaign hashtag (#SweetLove) into an
Instagram campaign gallery that displays
entries
6. Instagram users interested in participating in
contest and sweeps can navigate to Facebook
to enter contest, sweeps or both
7. UGC content is leveraged to highlight a
Swatch Pic of the Day within campaign gallery
SWATCH Instagram "SweetLove" Contest
Enter to win the new special edition SweetLove
watch...
Ends in 28 days Open to 7 countries

12. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC LAYER
q Pinterest Integration
∆ Execution Flow
1. Launch a campaign board to curate and re-pin
campaign tagged content discovered on
Pinterest and shareable from the mini website
App
2. Highlight a SweetLove Campaign Pic of the
Day on a separate campaign board
3. Stream board feeds into Facebook Pinterest
App window and mini website social feed
2014
VALENTINE'S
BY
SWATCH
393 Pins

13. SWATCH
2014 VALENTINE'S BY SWATCH
STRATEGIC LAYER
q Digital Advertising
∆ Execution Flow
1. Structure advertising based on supplied media
plan and pre-negotiated media buy
2. Augment proposed media buy with mobile
(consider other added channels if flexible)
3. Build campaign awareness and drive link
traffic to mini website and Facebook as
appropriate
4. Add conversion tracking codes (1x1 pixels) to
mini website, eStore destinations, global web
properties
5. Conduct multi-variant split level testing
(profiling and creative)
6. Apply retargeting for higher conversions
7. Monitor, track and optimize ad performance
and conversions daily
8. Provide all necessary reporting structures
2014 VALENTINE'S BY SWATCH
Click to Play

14. SweetLove
C i
C a m p a i g n
Business Case for
Social Integration
Social Integration

15. Today, the customer journey has grown more complex. Before making an
online purchase decision, a customer may engage with a brand through
many different media channels over several days Each touchpoint in the
THE CUSTOMER JOURNEY TO
many different media channels over several days. Each touchpoint in the
journey moves the customer one step closer for reaching a decision.
ONLINE PURCHASE
SWATCH
2014 VALENTINE'S BY SWATCH

16. Paid Search
Direct
Paid Search
Social
Email Referral (WOM)
Marketing channels (such as email, display ads, paid search ads, social,
and direct visits to a website) are the touchpoints which influence the
MARKETING CHANNELS IMPACT
and direct visits to a website) are the touchpoints which influence the
customer at different points in the path to purchase.
SWATCH
2014 VALENTINE'S BY SWATCH

17. The current campaign structure heavily weights the media buy with
minimal Facebook support to influence the final results. Our analysis
ff
proposes there is not sufficient consideration given to the customer
journey. Display Ads may play an assist role in the conversion process, but
other channels with an expanded strategic approach are needed for high
levels of campaign engagement to move the customer through the four
DISPLAY + MINIMAL FACEBOOK
levels of campaign engagement to move the customer through the four
stages of the purchase cycle.
SUPPORT MAY NOT BE ENOUGH
SWATCH
2014 VALENTINE'S BY SWATCH

18. .
Source: Google Analytics
United Kingdom, Retail simulation model
Retail customers in Europe even more than in the U S are influenced by
A channel’s position on the chart is defined by the “assist/last interaction ratio.” In general, ratios less than one mean the channel
acts more as a “last interaction,” while ratios greater than one mean that the channel acts more as an “assist interaction.”
Retail customers in Europe, even more than in the U.S., are influenced by
social media in greater numbers as they approach online purchase
decisions. Increasing the number of social touchpoints throughout the
customer journey will have a direct correlation to higher conversion rates.
HIGH CONVERSION RATES REQUIRE
MORE CUSTOMER TOUCHPOINTS
SWATCH
2014 VALENTINE'S BY SWATCH
MORE CUSTOMER TOUCHPOINTS

19. Current campaign success hinges on driving sufficient traffic to the portal
Source: Google Analytics
United Kingdom, Retail simulation model
website to engage with the interactive App to deliver acceptable
conversion rates. Display Ads and a Facebook Tab (in isolation) with
minimal campaign planning, social integration and execution may fall short
in delivering high traffic levels Leveraging other channel roles and
in delivering high traffic levels. Leveraging other channel roles and
opportunities will increase the number of customer touchpoints which can
be designed to expand customer engagements, viral impact and ultimately
higher conversions.
CHANNEL ROLES: ASSIST VS.
LAST INTERACTION
SWATCH
2014 VALENTINE'S BY SWATCH
LAST INTERACTION

20. Socializing
Socializing traditional marketing
marketing c
campaign
ampaigns with
with e
expanded
xpanded social media
ef
effort
forts will
will be
be a
a h
highly
ighly effective way of reaching new audiences and
generating greater amplitude in conversations around the Swatch Brand
on the back of the larger-scale paid media activity. Expanding the strategic
approach on Facebook with
the inclusion of Twitter and Blogs offers Swatch the greater benefit of
enhanced campaign reach, virality and influence. The expected net result:
many more conversions, a higher conversion rate with marginal impact to
the current proposed budget
AN EXPANDED SOCIAL VIEW
the current proposed budget.
SWATCH
2014 VALENTINE'S BY SWATCH

21. Q. WHY EXPANDED SOCIAL INTEGRATION?
A. Valentine's Day presents Swatch with a unique opportunity to get in
front of a highly active, seasonal European social audience. Through an
g y , p g
expanded social media effort, Swatch can gain exposure among a much
larger targeted audience across multiple social channels lowering
overall campaign cost per engagement via viral influence, while
increasing campaign participation and conversion rates
THE POWER AND INFLUENCE OF
increasing campaign participation and conversion rates.
COMMUNITY SHARING
SWATCH
2014 VALENTINE'S BY SWATCH

22. Represented as a benchmark, the chart demonstrates the volume of the
Potential Reach: Population 350MM / 2BN+ Impressions
p
Valentine's Day social discussion in 2013. The goal for Swatch with the
SweetLove Campaign should be to penetrate the 2014 social discussion at
the deepest possible levels within each targeted geography.
THE VALENTINE'S DAY
2013 SOCIAL DISCUSSION
SWATCH
2014 VALENTINE'S BY SWATCH

23. 2013 Valentine's Day Twitter Discussion
(Potential Impressions / Followers)
15 Jan thru 14 Feb
Analyzing
Analyzing the
the 2013
2013 V
Va
alentine
lentine's
s D
Day
ay discussion
discussion across
across the
the t
targeted
argeted geographies reveals
Twitter is the primary social destination where more than 85% of all conversations occur.
Not integrating Twitter into the SweetLove Campaign would be a major event
categorized as a lost opportun
t i
ity
t f
for maxim
i iz
i i
ing campai
ign ROI
ROI measured
d i
in reach
h,
exposure, influence and conversions.
A CASE POINT: TWITTER'S REACH & INFLUENCE
SWATCH
2014 VALENTINE'S BY SWATCH

24. REPRESENTATION - WHAT IF
PROMOTED TWEETS SPEC BENEFIT: HIJACK THE CONVERSATION - BUILD &
CAMPAIGN AWARENESS AND
STIMULATE CONVERSIONS FROM WITHIN THE EXPANSIVE VALENTINE'S DAY
TWITTER DISCUSSION
‰ Test & Set Pre Determined Campaign Budgets by ‰ Keyword Matching Targeting
‰ Test & Set Pre-Determined Campaign Budgets by
Geography with Daily Maximum - Start / End Dates
‰ Optimize campaign performance in real time to
maximize conversions
‰ Only Pay for Clicks Not Serves: Charged per
‰ Keyword Matching Targeting
ƒ (Valentine), word combinations or phrase
‰ Profiling
ƒ Geo-Targeting by Country
ƒ Platform / Device
ƒ Gender
‰ Placement
‰ Only Pay for Clicks - Not Serves: Charged per
Engagement (when a user retweets, replies,
favorites, follows, or clicks anywhere on Promoted
Tweet)
‰ CPE suggested estimated bid range: $1.50 to $2.20
(USD) per engagement (often less than suggested
‰ Placement
ƒ News Feeds
ƒ Search Results
‰ 2013 Twitter "Valentine" Discussion (15 Jan - 14 Feb)
ƒ UK: 809,058 tweets
1 985 996 860 t ti l h (i i )
(USD) per engagement (often less than suggested
bid)
‰ Not restricted to suggested bid levels and bid can be
continually adjusted measured against performance
‰ Option to purposely select high engagement tweets
o 1,985,996,860 potential reach (impressions)
ƒ France: 103,983 tweets
o 115,849,199 potential reach (impressions)
ƒ Germany: 57,937 tweets
o 152,629,486 potential reach (impressions)
It l 51 548 t t
‰ Option to purposely select high engagement tweets
or scheduled promotional tweets
‰ Can Leverage Twitter's new news feed structure for
full display of images and video (think billboard
advertising capitalizing on the power of the visual)
ƒ Italy: 51,548 tweets
o 72,184,567 potential reach (impressions)
ƒ Hong Kong: 3,958 tweets
o 8,111,087 potential reach (impressions)
ƒ Spain: 72,144 tweets
o 96,867,766 potential reach (impressions)
SWATCH
2014 VALENTINE'S BY SWATCH
ƒ Switzerland: 5,330 tweets
o 6,689,550 potential reach (impressions)

25. Pro
p p
posed exp
panded involvement would include:
‰ Overall management of campaign execution.
‰ Mini website architecture and build. Interactive App development, Facebook Tab
development.
‰ Ad i ti i ti f t ki ti M di l i
‰ Ad serving, optimization, performance tracking, reporting. Media plan review
and independent recommendations.
‰ Creation, curation and coordination of all campaign content (content marketing).
‰ Facebook management and selection of sponsored Posts. Content creation and
g p
scheduling. Swatch community manager coordination.
‰ Twitter management, creation and selection of promoted Tweets. Content
creation and scheduling. Swatch community manager coordination.
‰ Influencer marketing (blogs) coordination program design management and
‰ Influencer marketing (blogs) coordination, program design, management and
execution: 3-10 high trafficked fashion oriented blogs (sponsored Posts,
campaign participation, and/or advertising).
‰ Email campaign coordination, program design, management and execution.
THE STRATEGIC DIRECTION RECAP
‰ Optional support and programs for Instagram and Pinterest.
SWATCH
2014 VALENTINE'S BY SWATCH

26. SweetLove
C a m p a i g n