Rock You Dawn Saves Wildlife Screenshots 7 28 09 (Pp Tminimizer)Presentation Transcript
And “Dawn Saves Wildlife”
Dawn in the News “ Dawn Eyes Facebook for Cause Marketing”, by Elaine Wong, Brandweek Aug 3, 2009, “ One of our top take-home lessons is to keep the line between branding and cause clear. While Dawn is the driving factor behind the program’s success, it is ultimately the passion for wildlife conservation that drives the consumer. It’s important for brands to view these programs as organic, with momentum built by consumer passion,” she said. Baba added that Dawn is looking to position its microsite as “the authoritative Facebook page for environmental cause, support and discussion forum.” P&G home care rep Susan Baba
Dawn Campaign Objectives
Successfully Enter Social Media by leveraging Facebook
Develop online community around wild life conservation using Facebook fan page title “Everyday Wildlife Champions”
Support Dawn’s limited edition packaging that donates $1 per bottle purchased up to $500k to the Marine Mammal Center and the International Bird Rescue Research Center
Promote the cause over the brand to maximize a consumers’ passions for wildlife conservation.
RY integrated the brand into an already existing app with a large active user base
The application provided engagement with the brand AND the cause plus had viral engagement that would spread awareness even further
We able to provide a transparent list of applications where banners would run
Targeting and Reach with 10M U.S. F25-54
Why RY Won the Deal
Custom Tab on Pieces of Flair Users can SAVE oil-covered animals by clicking on the “clean me” button.
Custom Tab on Pieces of Flair Once the button is clicked, there is a flash animation with Dawn branding.
Custom Tab on Pieces of Flair Once the animals are cleaned with Dawn, users can adopt them or send the to friends!
Custom Tab on Pieces of Flair Users share their Dawn flair with their social graph, making the campaign very viral!
Dawn in Facebook Feeds Dawn flair appears on user profiles and on homepage newsfeeds!
1,429,871 delivered impressions (Custom Tab)
3,448,194 delivered impressions (Custom Flairs)
6,333 total clicks to Dawn’s Facebook Fan Page
Total Flair Interactions: 2,429,985
Over 300k Flairs added to user profiles
Results 728x90 social video ad unit expands to display video content that is sharable with friends
Results Expanded unit displays video and uses facebook friend information to allow forwards to friends. All sends are posted in newsfeeds
2,571,657 delivered impressions (100% delivered)
Total Video Views: 320,683
976 forwarded video clicks; 1,174 total clicks to client site
Video Distribution Summary
RockYou reached over 500k uniques
Delivered 1.4M video impressions
Had 79k user initiated video views, a 5.8% initiation rate