SW Creative Digital Comm October 12

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This is the first of a monthly presentation to our internal teams showing some of the latest digital marketing efforts by brands around the world.

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SW Creative Digital Comm October 12

  1. 1. IDEA STARTERS: CREATIVE DIGITALCOMMUNICATIONS 10.2012
  2. 2. A VISUAL PHASE:SOCIAL MEDIA AND IMAGES
  3. 3. JOHNNIE WALKER take fans on inspirational, brand-related journeys while STRATEGY: providing exclusive behind-the-scenes glimpses into the whiskey’s world IDEA: tell the story of the brand’s vibrant heritage using images hire three popular Instagram users to take photos and automatically feed images into to the Facebook Page EXECUTION: through a unique app that creates an interactive timeline by live-streaming them directly to the cover photoMEASUREMENT: 10,000 new Instagram followers in one month and became a suggested user to follow from Instagram Source and Source
  4. 4. JOHNNIE WALKER
  5. 5. JOHNNIE WALKER
  6. 6. JOHNNIE WALKER Shared Learnings: • Getting content approvals at the speed of the social web takes a dedicated team • Trust the talent and leverage their base • Let the talent capture the experience and let the agency/ brand insert the brand story • Find a partner that is willing to WORK
  7. 7. UNICEF adds perspective to aspiration-filled social networks and STRATEGY: raise awareness for child poverty and the work of UNICEF IDEA: tell the story of the recipientswants/needs outreach through images and of the organization’s create a fictional Pinterest profile of Ami Musa to feature the less-than-luxurious desires of a 13-year-old girl from EXECUTION: Sierra Leone, on a board called “really want these” instead of scrumptious-looking dessert recipes, Musa has pinned an image of hands holding plain rice rather than an artfully tiled hot tub, Musa has pinned a rusty faucet Source
  8. 8. UNICEF
  9. 9. OREO STRATEGY: celebrate Oreo’s 100and sharing amongwith growing digital fan base sparks conversation year anniversary the an image campaign that launch a 100-day “Daily Twist” campaign that feature Oreos as part IDEA: of the trending conversation of the day although some cookie designs are predetermined, "the vast majority of the work happens in real time: each morning the team homes in on whats trending and whats right for Oreo, and every day is EXECUTION: production day, with photo shoots involving real Oreos current events tend to be of strong interest to the community: the content performs at its best when the relevance and timeliness come together, so theyre not too late to the meme saw 110% growth in fan interaction per social-media post (defined as any combination of shares, likes or comments)MEASUREMENT: the company averaged 7,000 per post before the "Daily Twist" launch. After, they reached an average of 14,700 Source
  10. 10. OREO
  11. 11. OREO
  12. 12. VOLVO STRATEGY: position Volvo as the ultimate road trip vehicle use the imagery associated with road trips to connect with likely IDEA: Volvo owners in digital channels through the Volvo Joyride promotion hire a popular female blogger to go on a road trip in a Volvo and EXECUTION: document the road trip via Pinterest hold a contest through Pinterest, inviting users to pin things related to their ideal road trip: cars, scenery, music, outfits, etc. Volvo is optimistic enough on Pinterest to dedicate one of its threeMEASUREMENT: community managers to the platform full-time and plans to earmark 50 percent of its social efforts to the platform Source
  13. 13. VOLVO
  14. 14. HOT POCKETS raise awareness of Hot Pockets among a more diverse STRATEGY: audience IDEA: use awill make song and video with a Hot Pockets sharing that popular people laugh and encourage social spin hire Snoop Dogg and license his popular song from the 90s “Drop It Like It’s Hot” EXECUTION: use Facebook to promote the video and drive new Facebook engagements (this sort of makes sense if you think about the natural byproduct of Snoop’s favorite herbal remedy: the munchies) Source
  15. 15. HOT POCKETS
  16. 16. HOT POCKETS
  17. 17. HOT POCKETS
  18. 18. IT IS ABOUT BEING LOCAL:LOCATION SERVICES RISE
  19. 19. BMW lead the way to the new BMW 3 Series Touring launch (in STRATEGY: Sweden) with a contest to invite user participation with the brand IDEA: engage with the audience using a virtual scavenger hunt the new BMW car was “hidden” within a map of Sweden and users can log-in with Facebook for their chance to find the car on a dedicated website; users will know EXECUTION: they’ve won when they find a bright red BMW 3 Series embedded in the maps are blue BMWs that point the way to the car, and blue stars give users a greater map area to look in (users are assigned specific areas and ‘unlock’ additional frames the more they search) the competition will ran for two weeks (or until someone found the car) and every day, the search for the car will get a little easier Source
  20. 20. MAKE IT TIMELY:INSTANTLY JUMP ONCURRENT EVENTS
  21. 21. KEY LEARNINGS/TAKEAWAYS
  22. 22. KEY LEARNINGS • Promote across multiple channels. • Quality matters. • Time is of the essence. • If you want people to do something, make it worth their time and effort.
  23. 23. DISCUSSION/QUESTIONS
  24. 24. THANK YOU.Emily Reevesereeves@stoneward.com@reeves501@stonewardwww.waitingfortheelevator.com

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