GMP Raffles Place Ghost Campaign - A Viral Case Study

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    Notes on slide 1

    Seeding is to kick start and build initial volume in the viral campaign. Seeding is done by promoting, placing and endorsing campaign material in the content section of high-traffic connection points on the internet. It is carried out on a combination of commercial and non-commercial connection points. Most campaign material spreads only a few viral levels, so seeding helps ensure substantial uptake. Identify the target group Understand their interests and sub-interests Locate sites of their interested topics/content Determine seeding method for each site

    Download content in a usable format Allow others to easily embed content on their own sites (bandwidth issues if any) Publish on various network – YouTube, FB,

    Favorites, Groups & Events

    GMP Raffles Place Ghost Campaign - A Viral Case Study - Presentation Transcript

    1. 5 March 2009
      • Drive top-of-mind brand awareness
      • Generate potential candidate leads
      • Target Audience
      • Primary - Working adults and job-hunters across sectors (20 to 35).
      • Secondary – HR personnel (HR execs, managers)
      • Measurable Factors:
      • Drive traffic to web content (Blog, Reveal Page, Campaign Site)
      • Increase registration (data capture)
      • Increase CV uploads on GMP site
      • They strongly believe in work-life balance.
      • If one is happy with his job (prospects, challenges, remuneration etc), one is more productive and hence less or no late nights
      • GMP believes that its stringent recruitment and placement process will give both candidates the best fit.
      So How Did We Arrive at the Creative Idea??
    2. Firstly, You Need to Understand … that Singaporeans love their ghost stories
    3.  
      • Understand our target audience’s
        • Interest – learning opportunities & job seeking
        • Internet usage behaviour - IM, Social Networking & Blog-reading
      Web-influencers - Popular Blogs (eg Mr Brown Blogspot, Foodie blogs)
      • Popular Video Sites
      • YouTube
      • Local popular forums
      • Stomp,
      • SG Forum
      IM Seeding
      • Social Networking Sites
      • Facebook
      • Friendster etc
      • Generic Local Sites
      • ST Digital
      Special Interest Sites: e.g Tertiary Institutions, Job forums Special interest sites – ghostie sites
    4.  
    5.  
    6. www.rafflesplaceghost.net/blog
    7. www.rafflesplaceghost.net/blog
    8. http://www.myescapeplan.com.sg/whyushouldntworklate/
    9. http://www.myescapeplan.com.sg/
    10.  
      • Huge Online Buzz Generated –
        • Organic search of “Raffles Place Ghost” generated 36 pages of relevant content
        • More than 80 bloggers embedded video
        • Topic was discussed in over 60 forums
      CV uploads is 48% more during campaign months YOY Hundreds of thousands $ worth of global and local media coverage
        • Creative Circle Awards – 1 Gold
        • Asia Interactive Awards – 3 Silvers, 1 Bronze
        • Communication Arts Advertising Annual – Award of Excellence for Online Advertising
        • Media Magazine – Voted 5 th in The Best Campaign of 2008
      CTR for display ads post viral phas is 0.32% vs industry average of 0.15% Traffic to campaign site is 97,946 vs target of 11,000 Brand awareness generated, with high ROI – Cost per branded video viewed is S$3
      • 48% increase in CV uploads (May-Jul 2007 vs May-Jul 2008)
    11.  
    12. Channel News Asia Channel 5 Channel U CNN Fox News Channel 5
    13. Korea SBS Station Spanish TV Station Wide TV Media Coverage – Pre and Post Reveal
    14. Detailed Analysis by the Singapore Paranormal Society
    15. Spin-off Video by Film Production Expert
      • Bloggers embeddded our video on their blogs:
      • Youtube video
      • Text links
    16. Some forum discussions:
    17. Shin Min – 23 April 2008
    18. Wan Bao– 23 April 2008
    19. My Paper– 25 April 2008
    20. My Paper – 16 May 2008
    21. Straits Times – 9 June 2008
    22. Marketing Interactive –16 May 2008
    23. Media Magazine– 29 May 2008
    24. Marketing Magazine – June 2008
      • Share URL instead of attaching huge file
      • Allow sharing , downloading and embedding
      • Deliver ‘ share-worthy’ content – do something unexpected or something that ‘will make me look cool if I forward to my friends’
      • Never restrict access
      • Connect and engage with comments
      • End viral video with unique URL to drive to destination and to track and differentiate traffic (viral vs organic)

    + Yun Peng HoongYun Peng Hoong, 2 years ago

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    A Viral Campaign that Delivered Results and Won Sev more

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