www.diapers.com has a 3.64% "share of search" prior to the campaign. What was it after?
When an application was approved, a message was automatically posted on the person’s Facebook profile......and newsfeed where all their Facebook friends could see it
Importantly When people voted for an entrant the message then appeared on their Facebook Wall and Newsfeed as wellAnd Messages of support were automatically updated to newsfeeds after they were posted on the microsite
Maximising Your Acquisition Performance Through Digital
Maximising Your AcquisitionPerformance Through DigitalAllyson Hohman, Marketing Manager - Digital
Consumers Have Changed. Consumers no longer embark on a linear path to action, but rather move from place to place exploring content.2
The Digital Landscape Has Changed. Consumer choices are made from information gathered in an ever expanding number of channels. It is our job to isolate the relevant combinations of message and medium.4
Courtesy of David Armano http://darmano.typepad.com/6
We Can Connect From Everywhere... Everywhere. 40% of mobile users use the internet in the bathroom -- Nielsen 20117
PHOTO BY ARNIE KUILMAN ON FLICKR.COMNot only is there a shift in mindset,but there is a shift in how we expectto communicate in digital platforms.We have evolved beyond websitesand now interact across a multitudeof digital touch points.
Implement Technology Radian6 • Listen, measure & engage • Connect with influencers • Manage content across multiple social platforms Omniture Suite of Products • Channel attribution • Test creative • Manage paid channels19
Channel Attribution Modelling What can be measured via ad server & site analytics: Impression Impression Impression Visit Visit Visit/ActionDAY 0 DAY 15 DAY 30 The direct navigation lead was preceded by 3 ads and 2 searches --Without this insight, a smart media buy may have been cut 20
Test & Learn Process Insights Little LittleInsight Strategy A Strategy Plan D Plan Buy J Buy Little Launch U Launch S Little Strategy Measure Strategy Measure T Old: Big ideas, big launch and big budgets New: Micro strategies, big insights and rapid iterations22
Create New Micro Strategies & Tactics Group One: Passive Jobseekers in NSW Group Two: Active Jobseekers Looking for a Mining Role Group Three: 18-39 Females in VIC23
Campaign Measurement ExamplesGoal: Attract New CustomersGoal: Share Your Business Proposition • Visitor loyalty pre and post campaign • Visitor recency by channel 24
Campaign Measurement Examples Goal: To Beat the Competition – Share of Search25
Campaign Elements: On SiteJob ads lead to the Keyword searches, plus a homepage tile, also leadcampaign pages on to the campaign pages on SEEK.SEEK – showingcharacter profilesand all advertising. 30
MicrositeLocated at arias.seek.com.au so UBs and Visits were captured via Neilsen
FacebookEntries and voting powered by Facebook Connect – any interaction by entrants or voters were linked to their Facebook account and ran in their newsfeed generating viral awareness of the campaign with their Facebook friends
Detailed applicant page – voting and viral begins
Applicants campaigned heavily for votes bygetting media coverage for their campaigns...
... setting up their ownFacebook pages and events to get votes
... and using Social Media in a variety of ways
In phase two, theTop 20 applicantsfrom public votingwere announcedand final votingstage commenced
The Top 20 produced 30 second videos tosupport their application and encourage voting...
And the campaign continued in earnest with loadsof celebrity support, including Sarah Murdoch
Amy Lou, a leading finalistwas interviewedseveral times by her local paper
As part of her prize, Amy was flown to SydneyAmy went on to win the competition... and pampered with a makeover
So what were the results?Over a three week period:Estimated FacebookNewsfeed Updates: 36,310,000Total Applications: 2,000+Total Votes: 126,858Profile Views: 1,027,806Video Views: 16,594** 15% uplift in unaided brand awareness among target 18-29 year olds