Nextdoor's Credentials

March 2009

2 NEW DIGITAL MEDIA Planned Created Optimised

3 A NEW KIND OF AGENCY Created to look after real digital needs. We plan the most effective place and frequency for your online messages. We create and style the content. Then optimise effectiveness, all the while reporting back to you.

4 Who’s living nextdoor?

5 • Nick and his team navigate the Nick is the plethora of digital opportunities and touch points to identify the right planning digital solution for the objectives. guy • Unifying the latest e-marketing thinking, strategic tools and media planning experience we deliver advertising messages to the right audience at the right time, whether it be: – Paid Search or Pre-Roll CPM or CPA – Exchanges or Email – Mash-ups or Mobile –

6 Philip is the content guy His team create engaging stories and intriguing visuals appropriate to the brand and platform chosen. applications widgets display content micro-sites video animation communities branded sites co-operative sites

7 Craig is the Craig and his team are dedicated to turning data into real time learnings - the application optimisation of which delivers a direct increase in guy campaign effectiveness Accountability and measurement are core beneﬁts of online activity, and they are central to the effectiveness of our campaigns Utilising a wide range of analytical tools, the optimisation team are the alchemists of the digital process, turning numbers into tangible results

8 Why do the 3 guys live together? ➡ Overlapping of tasks ➡ Transfer of knowledge ➡ Innovation everywhere ➡ Reaction times ➡ Fluid working style

9 Why go nextdoor? Faster response, better value, smarter thinking. Plus we make a decent cup of tea. We are convinced our new agency structure can produce the most effective digital ideas for you. Pop round and see for yourself. We host ‘hot house’ immersion sessions with prospective clients. So you can test drive our working style and see if you like our biscuits.

10 We passionately believe we can make it easier for you to get more from digital communications

11 We would like to show a couple of examples where we have taken existing analogue campaigns digital. The results in both cases were greater customer engagement and superior ROI

12 The campaign reached over 8 million unique users and delivered over 19m advertising impressions

13 Challenge: Required to make Frontline ﬂea and tick treatment more consumer friendly and start one to one dialogue with consumers Increase brand engagement and compliance of Frontline The Strategy: Revolutionise advertising strategy from 100% broad TV spend to include a comprehensive, integrated, consumer facing online solution Drive consumer interaction and engagement via micro-site creation, with search, display and social network activity The Solution: Insight : target audience going online but not to the Frontline site Insight : pet owners share photos of loved ones and are heavy users of social network and photo sites

14 BRIEF from client COLLECTIVE RESEARCH ESTABLISHES: Global FRONTLINE site not the right environment for High consumption of online CONTENT & PLANNING GUY communication receive brief together High take up of social networks and share ‘pet’ content CONTENT GUY develops UK < micro-sites and display creative PLANNING GUY develops media strategy to OPTIMISATION GUY compliment this Approves ﬁnal design and reports daily activity

Only part of the process as 15 OPTIMISED in real time, 3 key elements identified: -Traffic started to appear from Facebook - AOL best performing site Created a Upweighted Facebook MPU and page - MPU best performing format AOL activity Content Planning Guy Guy AOL Increasing traffic from Optimisation Guy MPU Facebook

16 2009

17 THE CHALLENGE Street / urban female (core 14-18) fashion brand Build brand credibility and widen awareness Brand owner and retailers very analogue consumers 100% digital Came to us to develop their ‘non-functioning site’

18 THE STRATEGY Both the Planning Guy & Content Guy established that the communication had to: Reﬂect target’s growing but changing media consumption Go where they go / listen to what they have to say  not site redevelopment but use of social media Create new touch point & offer visitors more value and a richer experience Established that ‘paid for’ media was only a minor element of the campaign Move all media spend online and the Content Guy to deliver an integrated Bebo campaign to engage the audience where they are. The Optimisation Guy worked with the Bebo team to access all channels of measurement.

THE SOLUTION 19 Integrated solution within the 1st series of Sofia’s Diary THE OPTIMISATION (online soap) – storyline integration / product placement / cast dressed in golddigga / Monitoring the comments and forums on competitions the golddigga profile established attitudes and interests of Profile and editorial spotlight created on Bebo including our audience weekly graphic novel following five friends A regular topic was music, and underage Users encouraged to download golddigga Bebo ‘skin’ festivals  this was fed back to and to actively market to their friends content and planning guys The result was an offline experiential solution  involved wrapping an Audi in pink vinyl, emblazoned with golddigga, Bebo and Sophia’s Diary logos The car was taken to underage music events and goody bags handed out This sparked pictures and comments of the car being posted on the golddigga profile and around Bebo Due to the response a bespoke golddigga car profile skin was created

20 THE RESULTS Did it work? Beyond even our wildest expectations In just the first three months of going live, the campaign on Bebo directly delivered almost 30 million branded impacts to girls aged 13 to 24. Over 5,000 people asked to become a friend of golddigga Bebo. The brand profile was viewed by almost 90,000 people, and golddigga branded skins were downloaded to over 23,000 personal profiles delivering at the very least 1.1 million personally endorsed brand messages to their friends. We developed content, however the profile became self perpetuating as the users created content quicker than we could… And perhaps most importantly, the phone started to ring. Calls came from major fashion retail chains like Republic. FUTURE DEVELOPMENT Follow our ‘friends’ as they mature, to their new social media (Facebook, LastFM) and continue the engagement with different technology

21 What else is happening nextdoor? ➡ We’ve refocused an existing campaign ➡ We’ve taken an analogue idea online ➡ We’ve populated social networks ➡ We’ve created branded applications & widgets ➡ We’ve built micro-sites fed by social networks & mash-ups ➡ We’ve engaged bloggers to become brand advocates ➡ We’ve improved conversion through optimisation ➡ We’ve achieved positive ROI

Branded Branded + 22 Display Content + - For the last 18 months the staff of Nextdoor have been working together as a unit called AWi. This chart shows - some of the clients we have Direct successfully worked Response with online.

23 Noises coming We’ve got a whole lot of things to say, (aside from our blogs) - some we’ve collected into a series of reports. Drop us from Nextdoor a line if you’d like to read any of them. Our current favorites are listed below:  Google’s hidden treasures : Nick  The rise (and rise) of Twitter : Nick  Websites are boring : Philip  When the internet changed : Philip  The Specials ’79 - ‘84 : Craig

24 nextdoor is part of AW Communications Who provide a warm heart, sound advice & a helping hand when needed

25 Meet the neighbours The other members of AW Communications Group. Formed in 1987 AW Media provides integrated planning and Brand strategy and campaign buying for clients looking for a development. A bespoke personal hands creative agency mixing on approach. market analysis with Innovative use of the most cost lateral thinking. effective solutions from barter to Specialist in premium & sponsorships. challenger brands, especially Speak to Genna or Katy for more in booze & travel. details. Speak to Robert for the +44 20 7278 7878 whole story. www.awmedia.co.uk +44 20 7843 9450 www.t7ﬂondon.co.uk

26 An invitation to pop nextdoor New Premier House nick@nextdoorthinking.co.uk 150 Southampton Row craig@nextdoorthinking.co.uk London WC1B 5AL +44 20 7843 6400 philip@nextdoorthinking.co.uk Look up the guys NEXTDOOR

27 www.nextdoorthinking.co.uk

Nextdoor's Credentials

by Nextdoor Thinking on Mar 27, 2009

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Nextdoor’s Credentials — Presentation Transcript

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