Social Media Campaigns that are Smoking Hot


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... a C&M hot list v2. MAKE MISSIONS!

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Social Media Campaigns that are Smoking Hot

  1. 1. Your Brand on Social: Mission Case Studies4th July
  2. 2. We Are... In the Box: founding partner of Europe’s first (and only) independent Social PR agency network. Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out. Focused: boutique, organised around one discipline: Social PR Engagement. Up for it: very. Good at it: see below... Average Monthly TomTom Brand Mentions Volume of TomTom Facebook Fans 90,000 90,000 80,000 80,000 70,000 60,000 70,000 60,000 900%+ growth 50,000 50,000 40,000 40,000 30,000 30,000 200%+ mentions 20,000 10,000 20,000 10,000 - Q1 Q2 Q3 Q4 - 5m+ views, month #1 1 1 1 1 1 1 1 11 11 11 11 11 1 -1 r-1 -1 l-1 -1 -1 n- b- n- g- p- c- ar ay ct ov Ju Ap De Ja Ju Au Fe Se M O M N Mentions Fans 2
  3. 3. The Game Plan
  4. 4. People Thinking The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial... John Hegarty, BBH 4
  5. 5. What People Want5 @RogerWarner / @ContentMotion
  6. 6. What Brands Think People Want6 @RogerWarner / @ContentMotion
  7. 7. Translation Create personal missions. Get inside people’s heads (and shoes) - invite them into our program. Build advocacy. Make them smarter - and enable them to share their smarts. Make them... Entertainers Storytellers Sages Benefactors HEROES! Think: Personal kudos, social capital. Enhance their social brand in order to enhance ours. 7
  8. 8. 8
  9. 9. Integrated, international campaign: x14 markets - C&M planned and executed 6 million + video views 200% increase positive sentimentTomTom #BreakFree 100%+ increase online coverage/mentions
  10. 10. #BreakFree Integrated Mission Offline executions promoted via .com - exclusive trade-in offers are tied to the main online campaign and promoted via banners, PPC, web sites Brand content - celeb Built to amplify via Social shares - all and humour driven, supporting widgets and apps have branded syndicated via Social sharing and #Hashtags built in at source Core creative strategy - strong, populist with strong incentives narrative - celebrity led: Sing, Win and to share #BreakFree (Freddie Mercury and Queen) User content - fun, simple apps to Social acquisition built in - goal is to Everything promoted via encourage people to get involved and win drive Facebook fan base simple #Hashtag - (#BreakFree) brand prizes - Sing, Win and #BreakFree to ensure talk-ability and share- ability 10
  11. 11. Heineken Brasil 45
  12. 12. Betabrand 45
  13. 13. 14
  14. 14. Domino’s Pizza 45
  15. 15. 16
  16. 16. B2B? You Can Do It Too...
  17. 17. Missions: Being Awesome Enough to Care, Share18
  18. 18. Be a Smarter Working Hero - Stage an Email Intervention19
  19. 19. Your Play Book
  20. 20. TomTom #BreakFree: Start with Ideas, Then User Experiences, Then ExecutionsTomTom App Integration Map and User Experience Flow Non-live PND TomTom LiveKEY Owners PND owners Targets First time TomTom Nav Competitor Nav 2 device Nav 3 Device buyers 2 owner device owner owner owner Don’t try this alone! Engagement Facebook • Multi-team Blogs & Banner/ Live (local) Traditional Software In Store ads & Newsletter Radio Direct mail platforms News sites online ads engagement events press flashes • Multi-discipline Points of entry Booth TomTom Facebook Page TomTom Microsite Mobile phone QR Codes • Developer • Brand QR Landing Careoke Trade-in Break Free Trade-in HD traffic Break Free • PR iphone tab Tab info info Me App app Record User actions video Record Video player TRADE IN RENEW (no app) • Advertising embed SUB video Dev €50 off BUY Social • Retail View/ share elements share video capture Record capture Auto- • Product user video user info info populate: #BreakFree Log @TomTomContent hub Auto generated Personal Twitter user Break Free (backend) email with links shares YouTube Channel to users video/ creation and the • etc (all UG videos) BF FB page Personal Log #breakfree Facebook +@tomtom WIN hashtag use Incentives WIN (Grand Prize) (weekly) Personal Blog Social share video Email WIN (daily) 21 @RogerWarner / @ContentMotion
  21. 21. Good Thinking Use a bigger creative canvas. Use big data to get inside peoples heads for smarter planning Create content and destinations that people love to play with and share Deliver consistently engaging experiences that grow in value over time. Go beyond campaigns Start making missions 22
  22. 22. Our Five Easy Program Rules 23
  23. 23. Mission Matrix Entertainers Storytellers Sages Benefactors HEROES! 24
  24. 24. Mission Matrix Explained 25
  25. 25. Ends - Thanks... @RogerWarner 26