LIQUID-PLUMR
Social Media Summit Presentation
*
Hunky Plumr Advertising
*
The Hunky Plumrs
*
• Addressing the Challenge
• Leveraging Insights
• Best Practices
• Creating a Game Platform
• Measuring Success
• Key L...
*
ADDRESSING
THE CHALLENGE
*
Product Education
*
Creating Sticky Content
*
Reward Fans of the Brand
*
LEVERAGING INSIGHTS
*
Insight 1: Need for product education
Dissatisfaction
from a lack of
understanding
*
Insight 2: Target seeks out online escapes
Home +
Family are
priorities
*
Insight 3: More than half of gamers are women.
54% of social
gamers are
female!
Average social
gamer is 43
55% between
2...
*
Insight 4: Tap into popular game experiences
*
Best
Practices
*
Five important considerations
Value
Exchange
Recognition Bragability
Mobile + Social Status
*
CREATING A
GAME PLATFORM
*
*
Example Game Play
*
*
*
*
*
*
MEASURING SUCCESS
*
• Players are coming back more than 6x to play Clog Culprits
• Players are spending an average of 8+ minutes on
Clog Cul...
*
• Don’t have to rely on social platforms to host social content
– can migrate users to .com
• Need some level of media s...
*
ANSWERING THE
TOUGH QUESTIONS
*
• Is the gamification initiative grounded in insights
and strategies?
• Have you defined success metrics?
• Do you have ...
*
Questions?
www.LiquidPlumr.com/Clog-Cluprits
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Hilleary Wright, The Clorox Company: Online Gaming – Liquid Plumr’s Clog Culprits Game is a Big Win for Customer Engagement

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Liquid Plumr’s Clog Culprits game set out to educate female consumers who are family-oriented DIYers about the ins and outs of various types of clogged pipes in a fun, interactive way. What’s usually a pain point, turned into fun and games — literally! In addition to creating enjoyment around a typically frustrating topic, Liquid Plumr’s Clog Culprit Game also helped educate players on product usage and benefits between each level, provided friendly competition and incentive for repeat plays tied to the instant win component. Hilleary Wright, Marketing Consultant, PR and Digital Marketing for the Clorox Company will reveal key components of the campaign and share the primary elements necessary to create an online game that will entertain, inform and engage consumers, helping to lead to increased sales and brand loyalty.

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Hilleary Wright, The Clorox Company: Online Gaming – Liquid Plumr’s Clog Culprits Game is a Big Win for Customer Engagement

  1. 1. LIQUID-PLUMR Social Media Summit Presentation
  2. 2. * Hunky Plumr Advertising
  3. 3. * The Hunky Plumrs
  4. 4. * • Addressing the Challenge • Leveraging Insights • Best Practices • Creating a Game Platform • Measuring Success • Key Learnings • Answering the Tough Questions What We’ll Cover
  5. 5. * ADDRESSING THE CHALLENGE
  6. 6. * Product Education
  7. 7. * Creating Sticky Content
  8. 8. * Reward Fans of the Brand
  9. 9. * LEVERAGING INSIGHTS
  10. 10. * Insight 1: Need for product education Dissatisfaction from a lack of understanding
  11. 11. * Insight 2: Target seeks out online escapes Home + Family are priorities
  12. 12. * Insight 3: More than half of gamers are women. 54% of social gamers are female! Average social gamer is 43 55% between 22 – 49
  13. 13. * Insight 4: Tap into popular game experiences
  14. 14. * Best Practices
  15. 15. * Five important considerations Value Exchange Recognition Bragability Mobile + Social Status
  16. 16. * CREATING A GAME PLATFORM
  17. 17. *
  18. 18. * Example Game Play
  19. 19. *
  20. 20. *
  21. 21. *
  22. 22. *
  23. 23. *
  24. 24. * MEASURING SUCCESS
  25. 25. * • Players are coming back more than 6x to play Clog Culprits • Players are spending an average of 8+ minutes on Clog Culprits • 66% of players are entering the instant win promotion • We are receiving DOUBLE the e-newsletter opt-in rates that Clorox normally averages • Time spent on LP.com increased 6x the amount prior to launching Clog Culprits Clog Culprit game stats
  26. 26. * • Don’t have to rely on social platforms to host social content – can migrate users to .com • Need some level of media support • Include metrics beyond behavioral – round out with survey Key Learnings
  27. 27. * ANSWERING THE TOUGH QUESTIONS
  28. 28. * • Is the gamification initiative grounded in insights and strategies? • Have you defined success metrics? • Do you have a clearly defined pay-off for both the consumer and the brand? • Do you have the right team and budget in place to support the creation and maintenance? Key to creating successful game strategies
  29. 29. * Questions? www.LiquidPlumr.com/Clog-Cluprits

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