Integrating Social Media Into Your Marketing Plan

Integrating Social Media Into Your Marketing Plan The Acuvue ® Wink on Facebook ® Mandeep Grover Marketing Manager Australia & New Zealand Johnson & Johnson Vision Care Erik Ingvoldstad Executive Creative Director McCann Worldgroup Sydney

The importance of being social www.somegreybloke.com by Mike Booth

“ Prior to the internet, the last technology that had any real effect on the way people sat down and talked together was the table” Prof. Clay Shirky http://www.shirky.com

Understanding our ever-changing landscape

Consumers force us to evolve and open our brands and branding: Brand story telling Brand engagement Talk To Consumer Talk With Consumer Trad. media The more REACH you buy the more your campaign can create ENGAGEMENT New media: The more ENGAGEMENT your platform creates the more REACH you win

You can‘t buy reach, you can‘t buy market share, you can‘t buy advocacy, can‘t buy me (or your brand) love .

This is where we started
Let’s go back to the good old days
Before Twitter started to take over your life
When social networking was for teenagers and Emo bands
Before Facebook reduced office productivity by 50%, causing a global recession
Let’s go back to 2007

About Facebook
Founded: February 4, 2004
Over 140 million active users (users who have returned to the site in the last 30 days)
More than 70% of Facebook users are outside the United States
The fastest growing demographic is those 25 years old and older
2.6 billion minutes are spent on Facebook each day (worldwide)
More than 700 million photos uploaded to the site each month
More than 52,000 applications currently available on Facebook Platform

The Australian contact lens market
US$70mn market
Most popular contact lens types:
Single-Use or Dailies (replaced everyday)
Biweeklies (replaced ever 2 weeks)
Monthly (replaced every month)
CL penetration (# of CL wearers/# of people needing vision correction)
15-39 years old: 23%
Overall: 10%
Highly professional market: Optometrist is the gatekeeper equivalent to a GP

This was our Business Issue
1•DAY ACUVUE MOIST® brand contact lenses lost substantial volume market share in Q3 2007 due to:
The number of active competitive brands in the dailies category doubling from 2 to 4
Aggressive competitor pricing leading to 1•DAY ACUVUE MOIST® having up to a 50% price premium over competition
We knew we had a great product & we just needed to get trial to go beyond price!

Media landscape & implications
Infeasibility of using TV
TV advertising is expensive in Australia*:
70% more expensive than Canada
43% more expensive than HK
*OMD estimates. 2007

Importance of online
Number of households with broadband has increased from 25% to 43% in 3 years
For the first time, average time spent online (13.7 hours /week) has exceeded average TV viewing time (13.3 hours/week)**
**The Nielsen Company. 18 th March 2008

Rise of social networking***
55% of Australians used social networking in 2007
30% of Australians between 18-29 are on Facebook
Average time spent per user is 3 times as compared to e-mail
***Mike Murphy. The Power of Social Media for Brands. Adtech 2008

Campaign Overview
Product: 1-Day ACUVUE ® Moist
Target Audience: Current Contact Lens Wearers
Campaign Period: September – December 2007
Objectives:
Short term
Reach and engage our target audience (M/F 18-29) through relevant and cost-effective communication media
Drive trial among competitive CL wearers and switch them to 1•DAY ACUVUE MOIST ®
Long term
Build a database of 1•DAY ACUVUE MOIST ® users to foster a dialogue & encourage loyalty
Establish Acuvue ® as an iconic brand

The ACUVUE Wink & Blink Campaign
Starting with the insight
My contact lenses get dry at the end of the day and irritate my eyes. I have to stop what I am doing to use rewetting drops or take them out.
Bringing the insight to life
Disruptive, eye-catching creative to show user discomfort
Time & behavioral targeting placements to increase message relevance
Taking the insight places
Relevant, high-traffic fitness, dating, sports sites to direct traffic to integrated microsite for trial
Develop a first in class model using social networking
Sample Placement : Fitness First Leader-board 1-Day Acuvue Moist microsite

The Facebook Wink
Objectives
To create a communication channel using the eyes in an intimate social environment
Allow users to subtly interact with the brand & trial 1-Day Acuvue Moist
Execution
21 winks reflecting different emotions
Subtle branding
Customizable (Christmas, Valentine day)
Viral capability
Integrated into Facebook functionality
Photo-realistic winks Customizable Subtle branding

The Facebook Wink-The Consumer journey 2. Add wink to profile 3. Select wink type 4. Send wink 1. Click on the banner 5. Try Moist in AUS or US US Trial 6.AUS Trial 4. Spread the word 6.Purchase & get $20 voucher

Campaign Metrics Granular results leading to measurable business impact

The Facebook Wink-in the news “ With so many marketers, not to mention politicians, desperately trying to get on board the social networking phenomenon it’s good to see a brand finally getting it right…” B&T magazine. Sep 07 Australia’s largest circulating marketing magazine B&T named the campaign one of their top 10 picks of 2007! Only digital campaign to make the list.
Winner of Bronze Awards at International ECHO Awards & ADMA awards
Finalist at the Cannes Lions 2008 & AMI awards

Here’s what we learnt (YMMV)
These are some of the lessons we learnt from our experience. Any application of social media will be different, but we believe these 10 key is important to consider when building a social media campaign

Don’t believe the hype!
Social media is not the saviour of marketing
It’s one of the tools in the shed
Apply lightly
Don’t create something to impress other marketers
Target group, target group and target group

2. Use subtle branding
You must let your guard down
The target is savvy
If they like what you’re doing, they will be positive to you
Use colours and fonts to create an overall brand look and feel – or not
Don’t try to fool people – be open

3. Social media is not free!
You may not be paying for the media itself
Use professionals
If you get it wrong, your paying with credibility

4. Don’t be myopic
Content must be globally valid
Learn from other’s mistakes
Don’t see social media as an isolated measure
Integrate with your other marketing activities
Identify HOW your audience consumes media (not just WHICH media)
Follow their path – and make that your path to purchase (or trial)

5. Be quick
Time to market is essential
Be on board when the train leaves the station
New ideas are only new for a split second
This is the area where we really capitalised
Many say “I could have done that”, which is fine – but we did it.

6. It’s not a “Field of dreams”
Don’t think you can “build it and they will come”
Use social media igniters
We used “Rock you” to push our app
Use Tweeple and bloggers – but be honest with them
Use traditional media (including “traditional” digital media) to drive to your social media application

7. Constantly reinvent
Keep your content fresh
Rethink how you’re communicating
Find new reasons and ways to engage the audience
Build on what you have

8. Keep path to trial simple
For us this was especially important
Success is measured by results (sales or trials)
Don’t overcomplicate – for every step you add, you’ll lose people

9. Don’t look for the “next big thing”
OK, we did
But, be true to your target audience
Understand them and understand how they use social media
Who knows, your use of good old Facebook could very well be “the next big thing”

10. Be brave and have faith
Social media is not for the faint hearted
You can’t predict the results accurately
Be prepared to be challenged by superiors, agencies, bloggers etc.
Don’t panic if someone doesn’t like it – they’re probably not your target audience anyway
It’s better to have people love you or hate you than not care at all – that’s what engagement is all about

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Integrating Social Media Into Your Marketing Plan

by adtech on Mar 28, 2009

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