What makes a good digital campaign?

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Anneli Ritari and Firas Wahida from LBi's presentation from the Tribal Fusion Big Digital Landscape event in Dubai, May 2012.

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  • Designing the Hotel of the Future, from a tweet to a work of art …  Jumeirah Hotels & Resorts were proud to be sponsors of TEDxDubai 2011 ‘The Beauty of Small Things’, which was held on 22 nd  October 2011. In the spirit of TED ‘Ideas worth Spreading’, a unique concept was developed in which people were asked to tweet in their ideas to @Jumeirah  of ‘ The Hotel of the Future ’. Concepts were then selected and artistically represented live by a performance artist Zanjeer Salam ( @ZanjeerSalam ) at the venue. The result was a 4m canvas displaying a variety of unique ideas of what the Hotel of the Future may look like, where it may be situated, and what features and facilities would be available. From a combination of tweets a work of art was generated truly the ‘Beauty of Small Things
  • We also did a cool hunting list We featured a number of videos on content curation site ‘Squidoo’, including the Adam Young video. We also put a natural anchor text link in the copy leading back to Jumeirah We shared this content on a variety of outlets, including Twitter, Facebook and other social bookmarking sites We managed to get likes and shares on Twitter, Facebook and Google + Finally, we put Adam Young’s video in the context of a video playlist, featuring all of his best songs from Owl City. We created a playlist on Youtube We promoted the playlist with a post on popular microblogging site Posterous, including a natural anchor text link back to Jumeirah Finally we shared on all of the usual social platforms, including Folkd, Digg, Diigo, Delicious, Stumbleupon, Twitter and Facebook
  • Designing the Hotel of the Future, from a tweet to a work of art …  Jumeirah Hotels & Resorts were proud to be sponsors of TEDxDubai 2011 ‘The Beauty of Small Things’, which was held on 22 nd  October 2011. In the spirit of TED ‘Ideas worth Spreading’, a unique concept was developed in which people were asked to tweet in their ideas to @Jumeirah  of ‘ The Hotel of the Future ’. Concepts were then selected and artistically represented live by a performance artist Zanjeer Salam ( @ZanjeerSalam ) at the venue. The result was a 4m canvas displaying a variety of unique ideas of what the Hotel of the Future may look like, where it may be situated, and what features and facilities would be available. From a combination of tweets a work of art was generated truly the ‘Beauty of Small Things
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  • What makes a good digital campaign?

    1. 1. What Makes a Successful Digital CampaignAnneli Ritari - Group Account DirectorFiras Wahida - Director of Digital Media@AnneliRitari@FirasWahida
    2. 2. The successful digital philosophy
    3. 3. The Changing Media Landscape
    4. 4. The changing media landscape
    5. 5. The new digital funnel Socially infused funnel Shareability •Better use of connected content. •Optimised to drive social signals for search equity.SHAREABILITY •Leveraging peer-peer (on aggregate or personally) •Better data • Retargeting • Context for cross-sell • Better conversion •Harnessing customers to work harder for you
    6. 6. Blended teams and disciplinesBRANDS PEOPLE Data
    7. 7. The digital journey to success….
    8. 8. How to get there … Great digital
    9. 9. Summary of Successful Strategies Jumeirah: Multi-signal SEO
    10. 10. Case Study: JumeirahChallenge:• Increase traffic, bookings and revenue by 10%Solution:• Link-building campaigns, creation of engaging content optimised for social media with the necessary support to go viral.• Support for cultural and organisational changes.Results:• 50% increase in organic revenue
    11. 11. SEO & social integration Twitter & Facebook Facebook
    12. 12. Results
    13. 13. Amplification Adam Young“This year’scoolest musicvideos” Link Key Word Anchor Text
    14. 14. Utilising sponsorships and digital assets
    15. 15. Search & sponsorships• Searches and on Google for both Rory Milroy and Jumeirah spiked dramatically during and after the US Open• As a result of the pre-emptive optimisation strategy Jumeirah managed to capitalise on a huge amount of traffic for Rory Milroy related searches.
    16. 16. Data Driven Content Strategies
    17. 17. Case Study: Coca-ColaChallenge:• Get more teens (3 million+) to drink more Coke (a serving, monthly or more) and get them to love CokeSolution:• A Consumer Engagement programme that uses data to drive the provision of exclusive content, relevant to teens interests• A website, social fan page, social application and Social CRM personalised direct messaging and a mobile site and applicationResults:• A consumer engagement programme which rewards teens with relevant content driving advocacy and social kudos, ensuring that when a teen visits a store, Coca-Cola becomes the choice already made
    18. 18. Customersare unique
    19. 19. So, why is content one- size-fits-all?Photo credit: Andreas Gursky
    20. 20. Customer Data Driven Content Relevant Customer individual level Targeted = engagementsPersonalisation Decision Engine Content across multiple Strategy channels Customer data-driven content is a new blended product between CRM, Content Strategy and Analytics. It empowers brands to deliver highly relevant, targeted content to customers across multiple channels
    21. 21. We are working with coke to p u t is i g i Our work on OlympicsD beingt a l rolled out toc o n t e across all a n d 60 markets n t a t continents the he a rt o f the b u s in e s s - A highly personalised experience Doubling the Coca-Cola with a CRM engine supporting the journey, consumers 2020tailoring business by will be content to create Olympic music requires a leap change based on their preferences and in approach when it profile comes to marketing and value creation21
    22. 22. Sony: Video amplification
    23. 23. Case Study: Sony Xperia StudioChallenge:“To engage early adopters behind the Sony Ericsson brand and the Xperia products by advocating and amplifying Xperia to a wider consumer market, developing the brand as front of mind at point of purchase and beyond”Solution:To create the campaign ‘Xperia Studio’ - mantra of “Reality Remade”:Invited the most talented people of the digital generation to create beautiful, disruptive experiences that enhance everyday life for the rest of us.Those that took up the challenge were given Xperia phones, financial support and a film crew to capture their story.
    24. 24. The solution
    25. 25. 1. We created inspiring contentaround Xperia smartphones, clearly associating the brand with innovation and entertainment
    26. 26. 2. We successfully engaged multiple online communities by creating content that was relevant to key passion-points
    27. 27. How to bake relevance into content PR: CONTENT STORYLINE: ONE PICKED UP BY GUY’S DREAM OF THE SUN AND PRODUCTION SEEING HIS GAME IN JALOPNIK, VALUES: GREAT REAL LIFE – THANKS WORLD’S LOCATION TO XPERIA LARGEST CAR BLOG PRODUCTION FRESHNESS: VALUES: SWEET CONTENT TIED FLARE EFFECT INTO RELEASE OF RECKLESS RACING 2 INFLUENCER PARTICIPATIO N: KEY GAMES BLOGGER FEATURED IN CONTENT SEO: POPULARGAME USED IN TITLE SUBJECT: FAST CARS + COMPUTER GAMES
    28. 28. Acceptance from online communities“ P r e t t y c o o l a la r g e c o r p o r a t e lik e S o n yE r ic s s o n w o u ld t a k e n o t ic e o f t h o s e d u d e s f o r ap r o je c t lik e t h is . ”B M X U n i o n on Scanned “ T h a t ’ s r ig h t f o lk s , t h is m o v ie w a s s h o t o n m o b ile t e le p h o n e s . A m a z in g , I k n o w . T o m H a r p e r is a n u p -a n d - c o m in g B r it is h d ir e c t o r w h o h a s a b s o lu t e ly n a ile d t h is p r o je c t . F o r a f ilm t h a t w a s s h o t in t w o d a y s o n“ A c o m p a n y p r o m o t i n g a r te sl ltp b a s e d , pi t ’ o st oagw a p h y e . ” c i -h o n e s h res om D r e a d C e n t r a l on The Swarmp r o je c t s is a p r e t t y c o o l t h in g . W h a t p h o t o g r a p h e rw o u ld n t w a n t t o b e s p o n s o r e d in a n e f f o r t t oc o n c e p t u a l i z e a n d c a p t u r e   t h e ir   o w n a r t i s t i c
    29. 29. 3. We created an always-onprogramme, enabling a non-stopconversation around the brand
    30. 30. Regular Content Meant Continuous Engagement “ Awesome idea! “ OMG... And an entire “ It’ s congratulation movie amazing s for getting filmed by a what you “ If it really captures Social Interactions - Comments/Shares/Likes/Mentions on wired.com cellphone can do =) th “ Really images as good as 9 September camera??? with a Love this “ Wow! innovative shown here, boy its Public Launch ... smartpho one.” thats and cool a fantastic awesome ne these Amazing.” idea.” camera!!!!” 5th March sony... just days.” Reckless 4th October awesome... 3rd November 13th December ” Scanned Slickrock Trail Shoot and Move On 30th Jan The SwarmVideo Plays = Video Plays = Social Interactions - Comments/Shares/Likes/Mentions = Content release Social Interactions dropped Jan due to halt of Sony Ericsson Fan page Facebook post activity = Social Commentary
    31. 31. 4. We created content that inspired existing customers, driving loyalty
    32. 32. Positive reaction from Facebook fans “Gotta love sony! apple aint got nothing on this one.. now i just want my sony xperia s that is one sexy beast” •Facebook quote from Rodrigo Rosales on Reckless Racing “Xperia Smartphone used to race real car racing. Thats a bit more than Brilliant, SONY!!! :)”“Well shot, well edited, and well done tricks. I got Rozarse ray, Reckless Racing Facebook quote from the Antony on awesomephone!”Facebook quote from James Slug on Scanned Xperia Studio content generated 136,776 Likes and 4,307 shares from 56 posts Facebook posts analysis, September 2011 - March 2012
    33. 33. 1. We moved customers through the Funnel - from Awareness to Preference to Conversion
    34. 34. 17The proportion of Xperia Studio %visitors who clicked through to product sites
    35. 35. To Summarise• More passion-points baked into content – make each piece as relevant to as many communities as possible• Bought media guarantees really big numbers, and only regular content builds loyalty• Tell great brand stories and connect them to customer data• Amplify your company’s assets online• Look at digital holistically, blend teams & disciplines• See each step of the customer journey as an opportunity for the brand to be shared• Innovation and unique brand stories creates magic which fuels digital success

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