DIGITAL WINNERSMIKE BERRYBRATISLAVA, APRIL 19 2011        © Mike Berry Associates 2011
HELLO, I‟M MIKE BERRYEx-Procter & Gamble, Wunderman  (Y+R), Euro RSCG,Ex-Head of Digital EMEA for Jack  Morton (Interpubli...
BRANDS I HAVE WORKED WITH...            © Mike Berry Associates 2011
SHOW OF HANDS PLEASE...Who‟s using:Online display advertising?Search Engine Optimisation (SEO)?Pay Per Click Advertising (...
THE WORLD‟S GONE CRAZY          © Mike Berry Associates 2011
TODAY‟S SESSIONDIGITAL WINNERSREAL CASE HISTORIESREAL BRANDSREAL WORLD-ALL WINNERS!TRENDS: What’s Next?QUESTIONS          ...
TRYING TO KEEP UP WITH DIGITAL“As we know, there are known knowns.  There are things we know we know.We also know there ar...
SOCIAL MEDIAEveryone‟s doing it...How to achieve „immediacy‟  subject to appropriate controls?“Some brands shouldnt beon T...
SOCIAL MEDIA                                          “Social Media is                                          like teen ...
SOCIAL MEDIA REVOLUTION                      The internet isn’t                      written in pencil, Mark,             ...
JARGON             Interactive                        New media        E-marketing                                        ...
JARGONIt doesnt really matter what wecall it –it‟s how we think and what wedo...-             © Mike Berry Associates 2011
CAMEL CIGARETTESVIDEO, CAMELS TV AD               © Mike Berry Associates 2011
WE‟VE COME A LONG WAY...                    CLICK          © Mike Berry Associates 2011
MAGICAL AND REVOLUTIONARY TIMES          © Mike Berry Associates 2011
Changing everything. Again and again. 16
SO WHO‟S DOING WHAT?          © Mike Berry Associates 2011
| 18   © Mike Berry Associates 2011
THE BRAND – SportsShoes.com           © Mike Berry Associates 2011
THE BRAND – SportsShoes.comEstablished in 1982 by   Bruce Bannister,   professional footballerFirst mail order, now   ecom...
THE CHALLENGEOnline sports retailer SportsShoes.com had the aim of  increasing natural search visibility, traffic and reve...
THE SOLUTIONAgency Propellernet adopted a blend of paid search, on-  page SEO work and search PR (SEO PR)Key idea: bringin...
IN THEIR OWN WORDSVideo / Propellernet, Stefan Hull                   © Mike Berry Associates 2011
THE SOLUTIONThe paid-search campaign analysed  historic conversion data to identify  keyword gaps and focus on terms  whic...
RESULTSSPORTSHOES.COM MOVED FROM GOOGLE  SEARCH PAGE THREE TO NO. 1  FOR KEYWORD “RUNNING SHOES”PAID SEARCH CPA WAS REDUCE...
RESULTS          © Mike Berry Associates 2011
KEY LEARNINGSCOMBINING PR WITH SEO MAKES A  POWERFUL TOOLPPC AND SEO SHOULD WORK TOGETHERREMEMBER BING...OPTIMISATION IS A...
| 28   © Mike Berry Associates 2011
THE BRAND: TIPP-EX           © Mike Berry Associates 2011
THE BRAND – TIPP-EXA brand of the BIC GroupAn old-fashioned stationery productThe market leader in EuropeTargeting student...
THE CHALLENGENeeded to remain relevant in the internet ageBoost sales during the back- to-school periodBecome the preferre...
CREATIVE SOLUTION – SHOOT THE BEARPRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.”    VIDEO:http://www.youtube.c...
CREATIVE SOLUTION – SHOOT THE BEAR30 sec YouTube video with two options at   the end – to shoot the bear or not.The viewer...
CREATIVE SOLUTION – SHOOT THE BEARVideo: Agency story                 © Mike Berry Associates 2011
QUESTION:What was the most popular „search term‟ used for:A hunter------a bear                      ???             © Mike...
ANSWER:The most popular „search term‟ was:A hunter fucks a bear                       !!!          © Mike Berry Associates...
RESULTSONE WEEK AFTER THE LAUNCH:-THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION   TIMES-THE CAMPAIGN HAD BEEN PUBL...
RESULTSBEFORE THE CAMPAIGN, TIPP-EX HAD AROUND  100 + SOCIAL MEDIA MENTIONS PER DAY.            © Mike Berry Associates 2011
RESULTS12 MILLION VIEWS FOR THE TEASER CLIP +MORE THAN 30 MILLION VIEWS FOR THE TIPP-EXPERIENCE  CHANNEL. (TARGET 1 MILLIO...
KEY LEARNINGSREACH YOUR AUDIENCE THROUGH A RELEVANT CHANNELUNIQUE SOLUTIONS SPREAD QUICKLY BUT THE BUZZ   FADES QUICKLY AS...
| 41   © Mike Berry Associates 2011
THE BRAND – BURGER KING           © Mike Berry Associates 2011
THE BRAND – BURGER KINGBegan in Jacksonville Florida in 1953The Whopper introduced in 1957Public since 2006More than 12 00...
THE CHALLENGEHighly Competitive fast food marketNeed to stand outSocial media important to key youth audienceBrand attitud...
CREATIVE SOLUTION – WHOPPER SACRIFICEBurger King released a Facebook  app called Whopper Sacrifice.Users „unfriend‟ 10 fri...
CREATIVE SOLUTION – WHOPPER SACRIFICE            © Mike Berry Associates 2011
RESULTSVideo          © Mike Berry Associates 2011
RESULTSBUT FACEBOOK DISABLED THE APP! "We encourage creativity from developers and brands using the Facebook Platform, but...
RESULTSAPPLICATION INSTALLED NEARLY 60,000 TIMES  in a matter of daysNEARLY 20,000 WHOPPER COUPONS SENT OUTOVER 200,000 FA...
SUMMARY: BURGER KING Vs. McDONALD‟SBURGER KING – 2 CAMPAIGNS IN TOP 10 OF THE DECADE, BUT:FORTUNE MAGAZINE:“Burger King ha...
SUMMARY: BURGER KING Vs. McDONALD‟S           © Mike Berry Associates 2011
SUMMARY: BURGER KING Vs. McDONALD‟S           © Mike Berry Associates 2011
KEY LEARNINGSCONSIDER FACEBOOK‟S “POWER” TO BLOCK CAMPAIGNS„TALK IS CHEAP‟: BEING SOCIAL DOESN‟T ALWAYS INCREASE   BRAND L...
| 54   © Mike Berry Associates 2011
THE BRAND – COMPARE THE MARKET          © Mike Berry Associates 2011
THE BRAND – COMPARE THE MARKETCar insurance price comparison site in the UKIn their own words:”comparethemarket.com is des...
THE CHALLENGECluttered and competitive marketLow interest, low creativity„Distress purchase‟                      © Mike B...
CREATIVE SOLUTION           © Mike Berry Associates 2011
CREATIVE SOLUTION“Market” Meerkat           © Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THEMEERKATINSIGHTGoogle AdWords prices:“Compare The Market” = 5 GBP per click vs. “Compare The...
CREATIVE SOLUTION – COMPARE THEMEERKATVIDEO           © Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THEMEERKAT           © Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THEMEERKAT           © Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THEMEERKATUse of social media:3,865 tweets; 36,424 following; 41,414 followers               ©...
CREATIVE SOLUTION – COMPARE THEMEERKAT           © Mike Berry Associates 2011
UK GOES MEERKAT MAD!          © Mike Berry Associates 2011
RESULTSTRAFFIC TO COMPARETHEMARKET.COM  UP BY 186% IN THE FIRST 12 WEEKSQUOTE FIGURES INCREASED BY 80%COST PER QUOTE REDUC...
RESULTSLOTS OF FREE PUBLICITYNEW MEDIA AGE EFFECTIVENESS  AWARDCHRISTMAS 2010 “A SIMPLES  LIFE” WAS THE 2nd BEST  SELLING ...
VIDEO – WHY MEERKAT IS SUCCESSFULMichael Nutley, New Media Age                 © Mike Berry Associates 2011
SUCCESS FACTORS ANDKEY LEARNINGSINTEGRATED PLATFORM USAGE – TV, WEBSITE, FACEBOOK, TWITTERBRAND RE-ENFORCEMENT – THE CREAT...
SUCCESS FACTORS ANDKEY LEARNINGSIDENTIFIABLE CHARACTER – SOMETHING  FAMILIAR AND LOVEABLE ABOUT THE BRAND.COMPARE THE MARK...
CREATIVE SOLUTION – COMPARE THEMEERKATVIDEO /bloopers                  © Mike Berry Associates 2011
Simples! © Mike Berry Associates 2011
| 74   © Mike Berry Associates 2011
| 75   © Mike Berry Associates 2011
THE BRAND – SVT PlaySVT is Swedens public service broadcaster, and SVT Play is  their on-demand web service.              ...
THE CHALLENGEWhen launching SVT Play app for iPhone, SVT had no idea   when Apple would approve itAlso, they needed to inf...
THE SOLUTION – DEAR STEVE JOBS!All the SVT Play fans were invited to participate in a   campaign, trying to get the app ap...
THE SOLUTION – DEAR STEVE JOBS!VIDEO: http://demo.fb.se/e/svt/dsj                 © Mike Berry Associates 2011
THE SOLUTION – “DEAR STEVE JOBS”!www . DEARSTEVEJOBS . com               © Mike Berry Associates 2011
RESULTSTHE CAMPAIGN IMMEDIATELY SPREAD ON FACEBOOK, TWITTER, BLOGSREACHED 100,000 INTERACTIONS IN 24 HOURSOVER 400,000 INT...
RESULTTHE CAMPAIGN WAS COVERED BY EDITORIAL  MEDIA ALL OVER THE WORLD-WITHOUT SPENDING A CENT ON PAID MEDIA!            © ...
IN THEIR OWN WORDS:FILIP NILSSON, FORSMAN & BODENFORS-VIDEO          © Mike Berry Associates 2011
KEY LEARNINGSTHINK OUT OF THE BOXLATERAL THINKING CAN PRODUCE SURPRISING RESULTSPAID MEDIA IS NOT THE ONLY OPTION         ...
| 85   © Mike Berry Associates 2011
THE BRAND – ALADDIN           © Mike Berry Associates 2011
THE BRAND – ALADDIN CHOCOLATESOwned by Kraft Foods Sweden / MarabouA box of chocolates70 years in Swedish homesWell-known ...
THE CHALLENGEAladdin had changed so much in appearance and content   that it had lost its traditional values and „magic.‟F...
THE CREATIVE SOLUTIONInstead of talking about the new chocolate, Aladdin decided to  focus on “the praline that would have...
THE CREATIVE SOLUTIONPROMO VIDEO              © Mike Berry Associates 2011
RESULTS400,000 VOTES IN 4 WEEKS  (approx 5% of the Swedish population)MEDIA COVERAGE 33 MILLIONTHE 4th FASTEST GROWING FAC...
ADVICE FROM THE CREATORSVIDEO /PR STRATEGY (Tom Beckman)               © Mike Berry Associates 2011
KEY LEARNINGSIDEAS CAN JUST „TAKE OFF‟; CANNOT PREDICT VIRAL  SUCCESSSTRONG IDEA, HUMOUR AND NOSTAGLIALEFT-FIELD APPROACHE...
| 94   © Mike Berry Associates 2011
THE BRAND – OLD SPICE           © Mike Berry Associates 2011
THE BRAND – OLD SPICEAmerican male grooming brandOriginally launched in 1934Later acquired by P&GThe first „male body wash...
THE CHALLENGEIntense competitionSlow sales in recent yearsOver 50% of body wash   purchases by women                  © Mi...
THE CREATIVE SOLUTION 1 – TV adPromoting the idea that Old Spice has the “manliestscents on the planet”, celebrates the im...
THE CREATIVE SOLUTION 2 – YouTubeA team of creatives gathered   in secret location in   Portland, Oregon and   produced 87...
HOW DID THEY DO IT?Real-time responses to user comments/questions  posted on Digg, Twitter,  Yahoo Answers, and FacebookTw...
CREATIVE SOLUTIONVIDEOS /youtube responseshttp://www.youtube.com/results?search_query=old+spice   +response&aq=1          ...
RESULTSON DAY 1 THE CAMPAIGN RECEIVED ~6 MILLION  VIEWS(MORE THAN OBAMA‟S VICTORY SPEECH!)OVER 40 MILLION VIEWS AFTER THE ...
RESULTSTHE CAMPAIGN INCREASED SALES BY 27% OVER 6  MONTHS SINCE LAUNCHING (YEAR ON YEAR)IN 3 MONTHS SALES WERE UP 55%AND I...
KEY LEARNINGSREAL-TIME DRIVES THE WEBTV IS STILL POWERFUL AND IMPORTANTSOCIAL MEDIA CAN AMPLIFY THE EFFECT OF  TRADITIONAL...
| 106   © Mike Berry Associates 2011
KEY LEARNINGS FROM THE CASES (1)MAKE USE OF EXISTING SYSTEMS AND DATA (e.g GOOGLE TOOLS, YOUR OWN DATA, PARTNERSHIPS WITH ...
KEY LEARNINGS FROM THE CASES (2)KNOW YOUR AUDIENCE: FOR MEDIA AND  CREATIVEHIGH-QUALITY EXECUTION IS CRUCIALREMEMBER ALTER...
QUESTION:Why couldnt this ad have aired 10 years ago?VIDEO            © Mike Berry Associates 2011
ANSWER:Call to action: go to the Facebook page!          © Mike Berry Associates 2011
ANSWER...
WHAT‟S NEW? / WHAT‟S NEXT?           © Mike Berry Associates 2011
TRY TO KEEP UP!“WHEN YOU ARE THROUGHCHANGING… YOU ARE THROUGH.”BRUCE BARTON               © Mike Berry Associates 2011
TRY TO KEEP UP!“WHEN YOU ARE THROUGHCHANGING… YOU ARE THROUGH.”BRUCE BARTONFounder: Batten, Barton, Durstine andOsborne (B...
NOTHING LASTS FOREVER...           © Mike Berry Associates 2011
NEWSiPad 2Facebook messagesNokia-Microsoft allianceBlackBerry PlayBookGoogle „Plus One‟Bing market share!+++              ...
THE NEW EU PRIVACY ICON           © Mike Berry Associates 2011
GOOD BEHAVIOUR...EU Privacy directiveNeed to tell consumers      about cookiesNew iconStandard format                     ...
WHAT‟S NEW? / WHAT‟S NEXT?LOCATION-BASED SERVICESFACEBOOK PLACES:    the long-awaited feature that brings    location-base...
WHAT‟S NEW? / WHAT‟S NEXT? DEALS           © Mike Berry Associates 2011
WHAT‟S NEW? / WHAT‟S NEXT?           ???           © Mike Berry Associates 2011
WHAT‟S NEW? / WHAT‟S NEXT?VISUAL SEARCHNo need totype?Or translate?Or think? VIDEO                © Mike Berry Associates ...
DO-YOU “PLUS-ONE” IT?http://www.youtube.com/watch?v=OAyUNI3_V2c               © Mike Berry Associates 2011
THE NEXT BIG THING?Quora is a continually-improvingcollection of questions and answerscreated, edited, and organized byeve...
CALL IN „THE HIDDEN PERSUADERS...‟
JUST REMEMBER: IT‟S PUBLIC. FOREVER!CHECKLIST BEFORE POSTING ANYTHING – ANYWHERE:ASSUME YOUR BOSS READS/SEES EVERYTHING TH...
LOOKING AHEAD          © Mike Berry Associates 2011
SEEN THIS?HOW DO YOU CONSTRUCT A SOCIAL MEDIA STRATEGY?http://whatthefuckismysocialmediastrategy.com/                    ©...
DON‟T EMBRACE „THE FUTURE‟FOR THE SAKE OF IT                “The future’s already here, it’s just                      une...
PAST AND PRESENT WILL ALWAYS CO-EXIST     The past is still here too – it’s just     so evenly distributed that it blends ...
| 131   © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!           © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!           © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!           © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!           © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!           © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!           © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!           © Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!            © Mike Berry Associates 2011
AND REMEMBER: CLICKS AREN‟T SALES          © Mike Berry Associates 2011
SO WHAT HAS DIGITAL MARKETING ADDED?            © Mike Berry Associates 2011
MORE ARROWS IN YOUR MARKETING QUIVER      <Photo credit: Flickr: David de Groot>                                     © Mik...
Gerd Leonhard 2010143   © Mike Berry Associates 2011
DIGITAL WINNERSMIKE BERRYBRATISLAVA, APRIL 19 2011               © Mike Berry Associates 2011
IT‟S TOUGH OUT THERE...            © Mike Berry Associates 2011
BUT
DON‟T PANIC!DO WHAT YOU KNOW WORKSTRY SOME NEW STUFFSET OBJECTIVESMEASURE AGAINST YOUR KPIsDO IT AGAIN (AND BETTER!)      ...
GOOD LUCK AND SEE YOUON LINKEDIN!MIKE BERRYTwitter: @mikeberrytweetsblogbymikeberry.blogspot.comhttp://uk.linkedin.com/in/...
| 149   © Mike Berry Associates 2011
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Digital winners, Mike Berry, LOTE 2011

  1. 1. DIGITAL WINNERSMIKE BERRYBRATISLAVA, APRIL 19 2011 © Mike Berry Associates 2011
  2. 2. HELLO, I‟M MIKE BERRYEx-Procter & Gamble, Wunderman (Y+R), Euro RSCG,Ex-Head of Digital EMEA for Jack Morton (Interpublic)Author of „The New Integrated Direct Marketing‟ (Gower)In digital marketing since 1995 (ish)Adjunct Professor of Digital Marketing at Hult International Business SchoolDigital Trainer/ Consultant for Econsultancy, CIM, IDM © Mike Berry Associates 2011
  3. 3. BRANDS I HAVE WORKED WITH... © Mike Berry Associates 2011
  4. 4. SHOW OF HANDS PLEASE...Who‟s using:Online display advertising?Search Engine Optimisation (SEO)?Pay Per Click Advertising (PPC)?Social Media Marketing? © Mike Berry Associates 2011
  5. 5. THE WORLD‟S GONE CRAZY © Mike Berry Associates 2011
  6. 6. TODAY‟S SESSIONDIGITAL WINNERSREAL CASE HISTORIESREAL BRANDSREAL WORLD-ALL WINNERS!TRENDS: What’s Next?QUESTIONS © Mike Berry Associates 2011
  7. 7. TRYING TO KEEP UP WITH DIGITAL“As we know, there are known knowns. There are things we know we know.We also know there are known unknowns. That is to say we know there are some things we do not know. But there are also unknown unknowns, the ones we don’t know we don’t know.” Donald Rumsfeld, former US Secretary of Defense at Press Briefing February 12, 2002 after Confucius © Mike Berry Associates 2011
  8. 8. SOCIAL MEDIAEveryone‟s doing it...How to achieve „immediacy‟ subject to appropriate controls?“Some brands shouldnt beon Twitter”! © LaComunidad © Mike Berry Associates 2011
  9. 9. SOCIAL MEDIA “Social Media is like teen sex. Everybody wants to do it. Nobody knows how. When it‟s finally done, there is surprise it‟s not better.” Avinash Kaushik © Mike Berry Associates 2011
  10. 10. SOCIAL MEDIA REVOLUTION The internet isn’t written in pencil, Mark, it’s written in ink”. © Mike Berry Associates 2011
  11. 11. JARGON Interactive New media E-marketing Online DIGITAL- © Mike Berry Associates 2011
  12. 12. JARGONIt doesnt really matter what wecall it –it‟s how we think and what wedo...- © Mike Berry Associates 2011
  13. 13. CAMEL CIGARETTESVIDEO, CAMELS TV AD © Mike Berry Associates 2011
  14. 14. WE‟VE COME A LONG WAY... CLICK © Mike Berry Associates 2011
  15. 15. MAGICAL AND REVOLUTIONARY TIMES © Mike Berry Associates 2011
  16. 16. Changing everything. Again and again. 16
  17. 17. SO WHO‟S DOING WHAT? © Mike Berry Associates 2011
  18. 18. | 18 © Mike Berry Associates 2011
  19. 19. THE BRAND – SportsShoes.com © Mike Berry Associates 2011
  20. 20. THE BRAND – SportsShoes.comEstablished in 1982 by Bruce Bannister, professional footballerFirst mail order, now ecommerceOffering over 3,000 productsCommitted to providing the widest range of products, at the best value, combined with excellent customer service. © Mike Berry Associates 2011
  21. 21. THE CHALLENGEOnline sports retailer SportsShoes.com had the aim of increasing natural search visibility, traffic and revenueThe goal was to achieve no. 1 position in Google search for term “running shoes”To increase paid search sales volume within a CPA target of 7 GBP © Mike Berry Associates 2011
  22. 22. THE SOLUTIONAgency Propellernet adopted a blend of paid search, on- page SEO work and search PR (SEO PR)Key idea: bringing together the technical SEO specialists and communication specialists to identity opportunities and then offer quality content to the relevant sites. © Mike Berry Associates 2011
  23. 23. IN THEIR OWN WORDSVideo / Propellernet, Stefan Hull © Mike Berry Associates 2011
  24. 24. THE SOLUTIONThe paid-search campaign analysed historic conversion data to identify keyword gaps and focus on terms which provided a large number of sales while maximizing ROIBy conducting natural search audits, the agency provided SportsShoes.com with a comprehensive list of on-page recommendationsThis was supported by a natural search PR strategy, including product placement on lifestyle websites © Mike Berry Associates 2011
  25. 25. RESULTSSPORTSHOES.COM MOVED FROM GOOGLE SEARCH PAGE THREE TO NO. 1 FOR KEYWORD “RUNNING SHOES”PAID SEARCH CPA WAS REDUCED FROM 8.4 GBP TO 6.9 GBPWINNER OF NEW MEDIA AGE EFFECTIVENESS AWARDS 2010 FOR SEARCH © Mike Berry Associates 2011
  26. 26. RESULTS © Mike Berry Associates 2011
  27. 27. KEY LEARNINGSCOMBINING PR WITH SEO MAKES A POWERFUL TOOLPPC AND SEO SHOULD WORK TOGETHERREMEMBER BING...OPTIMISATION IS A CONTINUING PROCESS! © Mike Berry Associates 2011
  28. 28. | 28 © Mike Berry Associates 2011
  29. 29. THE BRAND: TIPP-EX © Mike Berry Associates 2011
  30. 30. THE BRAND – TIPP-EXA brand of the BIC GroupAn old-fashioned stationery productThe market leader in EuropeTargeting students and office workers © Mike Berry Associates 2011
  31. 31. THE CHALLENGENeeded to remain relevant in the internet ageBoost sales during the back- to-school periodBecome the preferred correction brand amongst students © Mike Berry Associates 2011
  32. 32. CREATIVE SOLUTION – SHOOT THE BEARPRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.” VIDEO:http://www.youtube.com/watch?v=4ba1BqJ4S2M © Mike Berry Associates 2011
  33. 33. CREATIVE SOLUTION – SHOOT THE BEAR30 sec YouTube video with two options at the end – to shoot the bear or not.The viewer is then taken to the „Tipp- Experience‟ (a page that looks like a YouTube video, but is a full-page Flash file.)The viewer is able to type in any keyword (verb), re-write the story and change the interaction between the bear and the hunter.42 different endings were produced (dances, fights, etc)Paid YouTube banner for the first 24h of the campaignSeedings through social mediaOnly online, no other media used © Mike Berry Associates 2011
  34. 34. CREATIVE SOLUTION – SHOOT THE BEARVideo: Agency story © Mike Berry Associates 2011
  35. 35. QUESTION:What was the most popular „search term‟ used for:A hunter------a bear ??? © Mike Berry Associates 2011
  36. 36. ANSWER:The most popular „search term‟ was:A hunter fucks a bear !!! © Mike Berry Associates 2011
  37. 37. RESULTSONE WEEK AFTER THE LAUNCH:-THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION TIMES-THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS, SHARED MORE THAN 120 000 TIMES VIA FACEBOOK AND TWEETED MORE THAN 10 000 TIMES!-THE CAMPAIGN HAD APPEARED ON TV, RADIO AND IN PRESS ARTICLES (ON AND OFFLINE) WHERE IT WAS DESCRIBED AS AN “INNOVATION SHOWING YOUTUBE‟S FUTURE”.-EACH USER: -SPENT, ON AVERAGE, 6 MINUTES VIEWING THE CAMPAIGN; USUAL AVERAGE TIME SPENT IS 2 MINS -MADE MORE THAN 15 KEY-WORD REQUESTS DURING A VISIT © Mike Berry Associates 2011
  38. 38. RESULTSBEFORE THE CAMPAIGN, TIPP-EX HAD AROUND 100 + SOCIAL MEDIA MENTIONS PER DAY. © Mike Berry Associates 2011
  39. 39. RESULTS12 MILLION VIEWS FOR THE TEASER CLIP +MORE THAN 30 MILLION VIEWS FOR THE TIPP-EXPERIENCE CHANNEL. (TARGET 1 MILLION VIEWS)217 COUNTRIES CONNECTED TO THE TIPP-EXPERIENCE PAGESALES INCREASE MORE THAN 25% YEAR ON YEARHIGH ROI: ALL FOR TOTAL INVESTMENT OF 700 000 EUR © Mike Berry Associates 2011
  40. 40. KEY LEARNINGSREACH YOUR AUDIENCE THROUGH A RELEVANT CHANNELUNIQUE SOLUTIONS SPREAD QUICKLY BUT THE BUZZ FADES QUICKLY AS WELLCREATIVE SOLUTIONS CAN WORK FOR “BORING” PRODUCTS„PLAYABILITY‟ („GAMIFICATION‟) DRIVES VIRAL SUCCESS © Mike Berry Associates 2011
  41. 41. | 41 © Mike Berry Associates 2011
  42. 42. THE BRAND – BURGER KING © Mike Berry Associates 2011
  43. 43. THE BRAND – BURGER KINGBegan in Jacksonville Florida in 1953The Whopper introduced in 1957Public since 2006More than 12 000 outlets73 countriesMore than 11 million customers daily © Mike Berry Associates 2011
  44. 44. THE CHALLENGEHighly Competitive fast food marketNeed to stand outSocial media important to key youth audienceBrand attitude is „edgy‟ © Mike Berry Associates 2011
  45. 45. CREATIVE SOLUTION – WHOPPER SACRIFICEBurger King released a Facebook app called Whopper Sacrifice.Users „unfriend‟ 10 friends to receive a free Whopper burger coupon.The sacrifices appear in your news feed“Sarah sacrificed John for a free Whopper.” © Mike Berry Associates 2011
  46. 46. CREATIVE SOLUTION – WHOPPER SACRIFICE © Mike Berry Associates 2011
  47. 47. RESULTSVideo © Mike Berry Associates 2011
  48. 48. RESULTSBUT FACEBOOK DISABLED THE APP! "We encourage creativity from developers and brands using the Facebook Platform, but we also must ensure that applications follow users expectations of privacy. This application facilitated activity that ran counter to user privacy by notifying people when a user removes a friend. We have reached out to the developer with suggested solutions. In the meantime, we are taking the necessary steps to assure the trust users have established in Facebook is maintained." © Mike Berry Associates 2011
  49. 49. RESULTSAPPLICATION INSTALLED NEARLY 60,000 TIMES in a matter of daysNEARLY 20,000 WHOPPER COUPONS SENT OUTOVER 200,000 FACEBOOK FRIENDS DELETED BUTBK FEWER LOYAL CUSTOMERS VS McDONALD‟SLOWEST SOCIAL CURRENCY RANKING IN THE CATEGORY<Ref: Vivaldi Partners, Social Currency Report 2010> © Mike Berry Associates 2011
  50. 50. SUMMARY: BURGER KING Vs. McDONALD‟SBURGER KING – 2 CAMPAIGNS IN TOP 10 OF THE DECADE, BUT:FORTUNE MAGAZINE:“Burger King has limped its way through the recession, losing sales and market share even as its rival McDonalds has thrived!” © Mike Berry Associates 2011
  51. 51. SUMMARY: BURGER KING Vs. McDONALD‟S © Mike Berry Associates 2011
  52. 52. SUMMARY: BURGER KING Vs. McDONALD‟S © Mike Berry Associates 2011
  53. 53. KEY LEARNINGSCONSIDER FACEBOOK‟S “POWER” TO BLOCK CAMPAIGNS„TALK IS CHEAP‟: BEING SOCIAL DOESN‟T ALWAYS INCREASE BRAND LOYALTYTHE CFO WANTS TO SEE MORE THAN FRIENDS/ FANS © Mike Berry Associates 2011
  54. 54. | 54 © Mike Berry Associates 2011
  55. 55. THE BRAND – COMPARE THE MARKET © Mike Berry Associates 2011
  56. 56. THE BRAND – COMPARE THE MARKETCar insurance price comparison site in the UKIn their own words:”comparethemarket.com is designed for everyone who has better things to do with their time than look for insurance!” © Mike Berry Associates 2011
  57. 57. THE CHALLENGECluttered and competitive marketLow interest, low creativity„Distress purchase‟ © Mike Berry Associates 2011
  58. 58. CREATIVE SOLUTION © Mike Berry Associates 2011
  59. 59. CREATIVE SOLUTION“Market” Meerkat © Mike Berry Associates 2011
  60. 60. CREATIVE SOLUTION – COMPARE THEMEERKATINSIGHTGoogle AdWords prices:“Compare The Market” = 5 GBP per click vs. “Compare The Meerkat” = 0.05 GBP per click © Mike Berry Associates 2011
  61. 61. CREATIVE SOLUTION – COMPARE THEMEERKATVIDEO © Mike Berry Associates 2011
  62. 62. CREATIVE SOLUTION – COMPARE THEMEERKAT © Mike Berry Associates 2011
  63. 63. CREATIVE SOLUTION – COMPARE THEMEERKAT © Mike Berry Associates 2011
  64. 64. CREATIVE SOLUTION – COMPARE THEMEERKATUse of social media:3,865 tweets; 36,424 following; 41,414 followers © Mike Berry Associates 2011
  65. 65. CREATIVE SOLUTION – COMPARE THEMEERKAT © Mike Berry Associates 2011
  66. 66. UK GOES MEERKAT MAD! © Mike Berry Associates 2011
  67. 67. RESULTSTRAFFIC TO COMPARETHEMARKET.COM UP BY 186% IN THE FIRST 12 WEEKSQUOTE FIGURES INCREASED BY 80%COST PER QUOTE REDUCED BY 73%INCREASED MARKET SHARE OF UK INSURANCE COMPARISON SITE VISITS BY 76% IN FIRST 9 MONTHS OF THE CAMPAIGNMONEYSUPERMARKET.COM LOST 25% OF VISITS, CONFUSED.COM DROPPED 5% AND GOCOMPARE LOST 32% © Mike Berry Associates 2011
  68. 68. RESULTSLOTS OF FREE PUBLICITYNEW MEDIA AGE EFFECTIVENESS AWARDCHRISTMAS 2010 “A SIMPLES LIFE” WAS THE 2nd BEST SELLING BOOK IN UK (!)A LONG-LASTING CAMPAIGN: NOW IN ITS THIRD YEAR © Mike Berry Associates 2011
  69. 69. VIDEO – WHY MEERKAT IS SUCCESSFULMichael Nutley, New Media Age © Mike Berry Associates 2011
  70. 70. SUCCESS FACTORS ANDKEY LEARNINGSINTEGRATED PLATFORM USAGE – TV, WEBSITE, FACEBOOK, TWITTERBRAND RE-ENFORCEMENT – THE CREATION OF A SPOOF SITE CALLED „COMPARE THE MEERKAT‟ AS FORM OF BRAND EXTENSION. AFTER SEVERAL EXPOSURES TO THE TV AD, „COMPARE THE MEERKAT‟ BECOMES SYNONYMOUS WITH „COMPARE THE MARKET‟USE OF HUMOUR – VIRAL ELEMENT (VIA YOUTUBE, FACEBOOK)DANGER OF LOSING THE BRAND BEHIND ORLOV THE MEERKAT? © Mike Berry Associates 2011
  71. 71. SUCCESS FACTORS ANDKEY LEARNINGSIDENTIFIABLE CHARACTER – SOMETHING FAMILIAR AND LOVEABLE ABOUT THE BRAND.COMPARE THE MARKET IS A „DRY‟ COMPARISON SITE AND AGGREGATOR.ALEKSANDR OF COMPARE THE MEERKAT IS HUMOROUS AND WARMUSE OF SOCIAL MEDIA TO CREATE LONG- LASTING CONVERSATIONHIGH-QUALITY EXECUTION © Mike Berry Associates 2011
  72. 72. CREATIVE SOLUTION – COMPARE THEMEERKATVIDEO /bloopers © Mike Berry Associates 2011
  73. 73. Simples! © Mike Berry Associates 2011
  74. 74. | 74 © Mike Berry Associates 2011
  75. 75. | 75 © Mike Berry Associates 2011
  76. 76. THE BRAND – SVT PlaySVT is Swedens public service broadcaster, and SVT Play is their on-demand web service. © Mike Berry Associates 2011
  77. 77. THE CHALLENGEWhen launching SVT Play app for iPhone, SVT had no idea when Apple would approve itAlso, they needed to inform Swedish iPhone users about the release of the SVT Play applicationWanted to make people feel part of SVTDependent on the Apple process,,, © Mike Berry Associates 2011
  78. 78. THE SOLUTION – DEAR STEVE JOBS!All the SVT Play fans were invited to participate in a campaign, trying to get the app approved as quickly as possibleThe campaign was addressed directly toApples CEO Steve Jobs! © Mike Berry Associates 2011
  79. 79. THE SOLUTION – DEAR STEVE JOBS!VIDEO: http://demo.fb.se/e/svt/dsj © Mike Berry Associates 2011
  80. 80. THE SOLUTION – “DEAR STEVE JOBS”!www . DEARSTEVEJOBS . com © Mike Berry Associates 2011
  81. 81. RESULTSTHE CAMPAIGN IMMEDIATELY SPREAD ON FACEBOOK, TWITTER, BLOGSREACHED 100,000 INTERACTIONS IN 24 HOURSOVER 400,000 INTERACTIONS IN TOTALNB. THERE ARE APPROXIMATELY 500,000 IPHONE OWNERS IN SWEDEN.WHEN THE APPLICATION WAS APPROVED AND RELEASED IT BECAME THE MOST DOWNLOADED WITHIN MINUTES © Mike Berry Associates 2011
  82. 82. RESULTTHE CAMPAIGN WAS COVERED BY EDITORIAL MEDIA ALL OVER THE WORLD-WITHOUT SPENDING A CENT ON PAID MEDIA! © Mike Berry Associates 2011
  83. 83. IN THEIR OWN WORDS:FILIP NILSSON, FORSMAN & BODENFORS-VIDEO © Mike Berry Associates 2011
  84. 84. KEY LEARNINGSTHINK OUT OF THE BOXLATERAL THINKING CAN PRODUCE SURPRISING RESULTSPAID MEDIA IS NOT THE ONLY OPTION © Mike Berry Associates 2011
  85. 85. | 85 © Mike Berry Associates 2011
  86. 86. THE BRAND – ALADDIN © Mike Berry Associates 2011
  87. 87. THE BRAND – ALADDIN CHOCOLATESOwned by Kraft Foods Sweden / MarabouA box of chocolates70 years in Swedish homesWell-known and appreciated © Mike Berry Associates 2011
  88. 88. THE CHALLENGEAladdin had changed so much in appearance and content that it had lost its traditional values and „magic.‟For Christmas a new praline chocolate was going to be added to the box. © Mike Berry Associates 2011
  89. 89. THE CREATIVE SOLUTIONInstead of talking about the new chocolate, Aladdin decided to focus on “the praline that would have to leave, to make room for the new one”They let the Swedish people decide which chocolate would have to go! © Mike Berry Associates 2011
  90. 90. THE CREATIVE SOLUTIONPROMO VIDEO © Mike Berry Associates 2011
  91. 91. RESULTS400,000 VOTES IN 4 WEEKS (approx 5% of the Swedish population)MEDIA COVERAGE 33 MILLIONTHE 4th FASTEST GROWING FACEBOOK APPLICATION IN THE WORLDSALES UP BY 26,5%ALADDIN‟S MARKET SHARE UP BY 2,8%REVENUE INCREASE OF 44% © Mike Berry Associates 2011
  92. 92. ADVICE FROM THE CREATORSVIDEO /PR STRATEGY (Tom Beckman) © Mike Berry Associates 2011
  93. 93. KEY LEARNINGSIDEAS CAN JUST „TAKE OFF‟; CANNOT PREDICT VIRAL SUCCESSSTRONG IDEA, HUMOUR AND NOSTAGLIALEFT-FIELD APPROACHES OFTEN WORK BEST © Mike Berry Associates 2011
  94. 94. | 94 © Mike Berry Associates 2011
  95. 95. THE BRAND – OLD SPICE © Mike Berry Associates 2011
  96. 96. THE BRAND – OLD SPICEAmerican male grooming brandOriginally launched in 1934Later acquired by P&GThe first „male body wash‟ © Mike Berry Associates 2011
  97. 97. THE CHALLENGEIntense competitionSlow sales in recent yearsOver 50% of body wash purchases by women © Mike Berry Associates 2011
  98. 98. THE CREATIVE SOLUTION 1 – TV adPromoting the idea that Old Spice has the “manliestscents on the planet”, celebrates the importance of“smelling like a man”.TV ad created for dual audience: men and women. © Mike Berry Associates 2011
  99. 99. THE CREATIVE SOLUTION 2 – YouTubeA team of creatives gathered in secret location in Portland, Oregon and produced 87 short comedic YouTube videos about Old Spice. In real time!Everybody loved it! © Mike Berry Associates 2011
  100. 100. HOW DID THEY DO IT?Real-time responses to user comments/questions posted on Digg, Twitter, Yahoo Answers, and FacebookTwo full days– creatives, digital strategists, community managers, developers and editors all sitting in the same area at the same time….The creatives wrote the scripts. Scripts were sent to the teleprompter. Isaiah did shots, sometimes in a single take. Exported to editors, uploaded to YouTube, and then posted on Twitter….REAL-TIME ADS! © Mike Berry Associates 2011
  101. 101. CREATIVE SOLUTIONVIDEOS /youtube responseshttp://www.youtube.com/results?search_query=old+spice +response&aq=1 © Mike Berry Associates 2011
  102. 102. RESULTSON DAY 1 THE CAMPAIGN RECEIVED ~6 MILLION VIEWS(MORE THAN OBAMA‟S VICTORY SPEECH!)OVER 40 MILLION VIEWS AFTER THE FIRST WEEKOLDSPICE.COM WEBSITE TRAFFIC UP 300%THE OLD SPICE YOUTUBE CHANNEL BECAME THE ALL-TIME MOST VIEWED CHANNELTHE CAMPAIGN GENERATED 1.4 BILLION IMPRESSIONS IN 6 MONTHS © Mike Berry Associates 2011
  103. 103. RESULTSTHE CAMPAIGN INCREASED SALES BY 27% OVER 6 MONTHS SINCE LAUNCHING (YEAR ON YEAR)IN 3 MONTHS SALES WERE UP 55%AND IN THE LAST MONTH SALES WERE UP 107% FROM THE SOCIAL RESPONSES CAMPAIGN WORKOLD SPICE IS NOW THE #1 BODY WASH BRAND FOR MEN.CANNES GRAND PRIX FOR THE TV FILM © Mike Berry Associates 2011
  104. 104. KEY LEARNINGSREAL-TIME DRIVES THE WEBTV IS STILL POWERFUL AND IMPORTANTSOCIAL MEDIA CAN AMPLIFY THE EFFECT OF TRADITIONALSTRONG IDEAS CROSS CHANNELS © Mike Berry Associates 2011
  105. 105. | 106 © Mike Berry Associates 2011
  106. 106. KEY LEARNINGS FROM THE CASES (1)MAKE USE OF EXISTING SYSTEMS AND DATA (e.g GOOGLE TOOLS, YOUR OWN DATA, PARTNERSHIPS WITH AFFILIATES AND KEY INFLUENCERS)CANNOT PREDICT VIRAL SUCCESS BUT A STRONG IDEA IS THE MOST IMPORTANT THING – THINK CREATIVELY AND OUT OF THE BOX, AS UNIQUE SOLUTIONS SPREAD QUICKLYINTEGRATED MEDIA OFTEN WORKS BEST, TV IS STILL IMPORTANT AND SOCIAL MEDIA HELPS TO CREATE LONG-LASTING CONVERSATIONS © Mike Berry Associates 2011
  107. 107. KEY LEARNINGS FROM THE CASES (2)KNOW YOUR AUDIENCE: FOR MEDIA AND CREATIVEHIGH-QUALITY EXECUTION IS CRUCIALREMEMBER ALTERNATIVE PLATFORMS (ANDROID, BING)DIGITAL MARKETING IS AN ONGOING PROCESS:KEEP TESTING AND OPTIMISING © Mike Berry Associates 2011
  108. 108. QUESTION:Why couldnt this ad have aired 10 years ago?VIDEO © Mike Berry Associates 2011
  109. 109. ANSWER:Call to action: go to the Facebook page! © Mike Berry Associates 2011
  110. 110. ANSWER...
  111. 111. WHAT‟S NEW? / WHAT‟S NEXT? © Mike Berry Associates 2011
  112. 112. TRY TO KEEP UP!“WHEN YOU ARE THROUGHCHANGING… YOU ARE THROUGH.”BRUCE BARTON © Mike Berry Associates 2011
  113. 113. TRY TO KEEP UP!“WHEN YOU ARE THROUGHCHANGING… YOU ARE THROUGH.”BRUCE BARTONFounder: Batten, Barton, Durstine andOsborne (BBDO)7,200 employees in 287 offices in 77 countries © Mike Berry Associates 2011
  114. 114. NOTHING LASTS FOREVER... © Mike Berry Associates 2011
  115. 115. NEWSiPad 2Facebook messagesNokia-Microsoft allianceBlackBerry PlayBookGoogle „Plus One‟Bing market share!+++ © Mike Berry Associates 2011
  116. 116. THE NEW EU PRIVACY ICON © Mike Berry Associates 2011
  117. 117. GOOD BEHAVIOUR...EU Privacy directiveNeed to tell consumers about cookiesNew iconStandard format www.youronlinechoices.eu © Mike Berry Associates 2011
  118. 118. WHAT‟S NEW? / WHAT‟S NEXT?LOCATION-BASED SERVICESFACEBOOK PLACES: the long-awaited feature that brings location-based functionality to the most popular social network in the worldUSE THE SMARTPHONE APP TO......SHARE YOUR LOCATION WITH FRIENDS...FIND OUT WHERE YOUR FRIENDS ARE...DISCOVER PLACES NEAR YOU...ADD PLACES...TAG PEOPLE WHO ARE WITH YOU © Mike Berry Associates 2011
  119. 119. WHAT‟S NEW? / WHAT‟S NEXT? DEALS © Mike Berry Associates 2011
  120. 120. WHAT‟S NEW? / WHAT‟S NEXT? ??? © Mike Berry Associates 2011
  121. 121. WHAT‟S NEW? / WHAT‟S NEXT?VISUAL SEARCHNo need totype?Or translate?Or think? VIDEO © Mike Berry Associates 2011
  122. 122. DO-YOU “PLUS-ONE” IT?http://www.youtube.com/watch?v=OAyUNI3_V2c © Mike Berry Associates 2011
  123. 123. THE NEXT BIG THING?Quora is a continually-improvingcollection of questions and answerscreated, edited, and organized byeveryone who uses it. The mostimportant thing is to have eachquestion page become the bestpossible resource for someone whowants to know about the question. © Mike Berry Associates 2011
  124. 124. CALL IN „THE HIDDEN PERSUADERS...‟
  125. 125. JUST REMEMBER: IT‟S PUBLIC. FOREVER!CHECKLIST BEFORE POSTING ANYTHING – ANYWHERE:ASSUME YOUR BOSS READS/SEES EVERYTHING THAT YOU POSTASSUME YOUR BIGGEST CLIENT READS/SEES EVERYTHING THAT YOU POSTASSUME YOUR BIGGEST COMPETITOR READS/SEES EVERYTHING THAT YOU POSTASSUME YOUR MUM READS/SEES EVERYTHING THAT YOU POSTASSUME YOUR CHILDREN WILL READ/SEE EVERYTHING THAT YOU POST!!! © Mike Berry Associates 2011
  126. 126. LOOKING AHEAD © Mike Berry Associates 2011
  127. 127. SEEN THIS?HOW DO YOU CONSTRUCT A SOCIAL MEDIA STRATEGY?http://whatthefuckismysocialmediastrategy.com/ © Mike Berry Associates 2011
  128. 128. DON‟T EMBRACE „THE FUTURE‟FOR THE SAKE OF IT “The future’s already here, it’s just unevenly distributed.” William Gibson, 1999Source: Blue Latitude/ ISBA © Mike Berry Associates 2011
  129. 129. PAST AND PRESENT WILL ALWAYS CO-EXIST The past is still here too – it’s just so evenly distributed that it blends into the background © Mike Berry Associates 2011
  130. 130. | 131 © Mike Berry Associates 2011
  131. 131. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  132. 132. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  133. 133. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  134. 134. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  135. 135. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  136. 136. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  137. 137. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  138. 138. REMEMBER THE „OLD STUFF‟ STILL WORKS! © Mike Berry Associates 2011
  139. 139. AND REMEMBER: CLICKS AREN‟T SALES © Mike Berry Associates 2011
  140. 140. SO WHAT HAS DIGITAL MARKETING ADDED? © Mike Berry Associates 2011
  141. 141. MORE ARROWS IN YOUR MARKETING QUIVER <Photo credit: Flickr: David de Groot> © Mike Berry Associates 2011
  142. 142. Gerd Leonhard 2010143 © Mike Berry Associates 2011
  143. 143. DIGITAL WINNERSMIKE BERRYBRATISLAVA, APRIL 19 2011 © Mike Berry Associates 2011
  144. 144. IT‟S TOUGH OUT THERE... © Mike Berry Associates 2011
  145. 145. BUT
  146. 146. DON‟T PANIC!DO WHAT YOU KNOW WORKSTRY SOME NEW STUFFSET OBJECTIVESMEASURE AGAINST YOUR KPIsDO IT AGAIN (AND BETTER!) © Mike Berry Associates 2011
  147. 147. GOOD LUCK AND SEE YOUON LINKEDIN!MIKE BERRYTwitter: @mikeberrytweetsblogbymikeberry.blogspot.comhttp://uk.linkedin.com/in/mikeberrylinkedin © Mike Berry Associates 2011
  148. 148. | 149 © Mike Berry Associates 2011
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