Case study - Cosmote


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Case study - Cosmote

  1. 1. Case study – Cosmote
  2. 2. COSMOTE – New Media Agency
  3. 3. The objective of this case study Is to ... Investigate the online advertising efficiency. Present the `Best Practices` in this domain. To outline the online advertising opportunities. 3
  4. 4. About campaign Theme: Launching the first mobile phone with the COSMOTE brand Cosmote Vairy Touch Objective - brand awareness - increasing sales - information Promotion Instrument - personalization of the public profile page Campaign length - 2 weeks (17.12 - 31-12.2009) Target audience 4 - female, male
  5. 5. Strategy
  6. 6. `Notification` page personalization Home `Notifications` is the second page that traffic on the site with over 245,000 daily impressions from 100,000 unique users. Neogen users access this page frequently to see what activities took place on their profile recently: visit new profile, users who have become fans/ friends of the profile, messages/gifts they received recently etc. We associate the idea of notification to the idea of communicating with friends via SMS. Thus we customized • Access link to the `Notifications` page • The whole `Notifications` page By linking the idea of communication via SMS with one of the most viewed pages on Neogen site, advertisers have made another step towards leaving the `common ` embracing a creative idea with an positive impact on the public. 6
  7. 7. Acces button on the `Notification` page Link acces personalization on the `Notification` page. 7
  8. 8. `Notification` Page Personalizare pagina `Notificari`. 8
  9. 9. Results `Notifications` personalized page have been viewed more than 3.5 million times and we have been recorded as many clicks on the page access button. Neogen users have generated over 50,000 visits to the product page on the Cosmote website promoted. Advertisers who have already understood the importance of the online component in the promoting strategy must constantly seek more efficient methods of communication. 9
  10. 10. Conclusions The secret ingredients in defining an effective advertising campaigns Precise Targeting Age | Sex | Location | Interests Measurability Count the number of Displays, Clicks, Visits, Read messages etc. Diversitate - Instruments and advertising spaces Message, Text ads, Banners etc. First page, Games, Chat, Dating etc. Neogen uses advanced targeting criteria to ensure that no ads display are wasted. 10
  11. 11. Conclusions Defining a viral promotional campaign involve the selection of the appropriate instruments, finding an effective method of use and finally creating a strong emotion through different and unexpected ideas. Success consists of: 1. Make people feel 2. Make something unexpected 3. Trying not to advertise, but to create stories 4. Make a campaign in episodes (to be continued ...) 5. Allowing the distribution, downloading and facile embeding of materials 6. Connecting with the target audience, through comments or messages 7. Allowing easy access to materials All the essential ingredients they found on, the outstanding results of our clients demonstrates the viral power generated by users of the largest social network in Romania. Neogen means 100% emotion! 11
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