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Creang	  Award-­‐Winning	  Integrated	  Markeng	  Campaigns                    Jane8e	  Toral	              h8p://digitalfi...
TV	                   PRINT	             POS	                CRM	   digital	                digital	          digital	    ...
Despite	  this	  stability,	  overall	  engagement	  is	  on	  the	  rise.	  Social	  networking	  now	  dominates…	      ...
Winner	  of	  DigitalFilipino	  Social	  Networking	  Awards	  2010	  	  (Media	  Sharing	  category)	  
Winner	  of	  DigitalFilipino	  Social	  Networking	  Awards	  2010	  (Social	  Network	  category)	  
• Online	  contest	  open	  to	  all	          sulit.com.ph	  members	          • Sulizens	  were	  asked	  to	          c...
TV	                PRINT	             POS	                CRM	   digital	             digital	          digital	          ...
Winner	  of	  DigitalFilipino	  Social	  Networking	  Awards	  2010	  (Social	  Network	  category)	  
In	  2009,	  Havaianas	  created	  a	  movement	  calling	  people	  to	  only	  "wear	  original"	         Havaianas	  fli...
Slurpee	  /	  Grand	  Chase	            Purchase	  a	  22oz.	  Slurpee	  	           Grand	  Chase-­‐themed	  Flavor	     ...
The	  MARLBORO	  Black	  Lounge	                                                                                     An	  ...
Photo,	  Video,	  Media	    Sharing	  Category	   What	  I	  Want	  for	   Christmas	  Photo	       Contest	  
7-­‐Elec/ons	  Gulp	  Your	  Vote	  Loca5on-­‐Based	  Category	  
Social	  News,	    Bookmarking,	    and	  Media	    Vo5ng	    Category	   Clear	  Swap	   Challenge	  
TV	                 PRINT	             POS	                CRM	   digital	              digital	          digital	        ...
Book	  reference:	  Brains	  on	  Fire	  
The	  Challenge:	  Making	  the	  Award	   Winning	  Experience	  Available	  to	              Entrepreneurs	     (includi...
Disrupve	  Diva	  •  Social	  tools	  (product,	  story,	  usage	  behaviors)	     to	  reclaim:	      –  Social	  space	 ...
Fascinate	  book	  	  by	  Sally	  Hogshead	  
Help	  us	  	  Fascinang	  the	  audience	      Digital,	  Print,	  and	  Offline	                Business	  Model	  Generao...
Fascinate	  book	                                    	  by	  Sally	  Hogshead	  Fascinate	  book	  	  by	  Sally	  Hogshea...
Howtofascinate.com	  
Home,	  Hangout,	  Hideout	  Study	  the	  market	  where	  they	  are.	                                         Source:	 ...
Brand	  vs.	  fan	  ambassador	  •  No	  more	  big	  ideas.	  •  Ideas	  from	  ground-­‐   up.	     Yahoo	  Purple	  Hun...
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
Creating Award Winning Integrated Marketing Campaigns
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Creating Award Winning Integrated Marketing Campaigns

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Presentation made by Janette Toral at the Innovation Summit 2012 event of Norde International Distributors at Ang Bahay ng Alumni, University of the Philippines, Diliman, Quezon City last February 8, 2012.

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Transcript of "Creating Award Winning Integrated Marketing Campaigns"

  1. 1. Creang  Award-­‐Winning  Integrated  Markeng  Campaigns Jane8e  Toral   h8p://digitalfilipinoclub.com   h8p://searchprofileindex.com   1  
  2. 2. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Going  Digital  
  3. 3. Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   Vising  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   Vising  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   Realign  resources  to  adopt  social  media!   Acvies  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  Naonal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  4. 4. Winner  of  DigitalFilipino  Social  Networking  Awards  2010    (Media  Sharing  category)  
  5. 5. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  
  6. 6. • Online  contest  open  to  all   sulit.com.ph  members   • Sulizens  were  asked  to   create  their  own  Valenne’s   Day  postcard  for  their  loved   one  using  any  computer   sohware,  with  a  5.83  x  7.87     dimension  and  email  it  to   sulit.com.ph  Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Forum  category)  
  7. 7. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   But  we’re  missing     something  
  8. 8. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  
  9. 9. Brand  Background    Real  Leaf  green  tea  is  the  newest   ready-­‐to-­‐drink  (RTD)  tea  in  the  market   launched  mid-­‐2009.    Real  Leaf  is  brewed  from  100%  whole   green  tea  leaves,  naturally  packed   with  Theanine,  with  a  delicious  hint  of   fruit  and  honey.     The  Challenge   •  Reinforce  strong  challenger  status  by  demonstrang   that  key  influencers  have  already  switched  into  the   brand   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Blog  category)  
  10. 10. In  2009,  Havaianas  created  a  movement  calling  people  to  only  "wear  original"   Havaianas  flip-­‐flops  and  curb  the  proliferaon  of  local  imitaons  and  products  that   bastardized  the  brand.     Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Media  Sharing  category)  
  11. 11. Slurpee  /  Grand  Chase   Purchase  a  22oz.  Slurpee     Grand  Chase-­‐themed  Flavor   Add  P2.00  and  get  1  of  9   Collectible  Item   Redemption  Cards   Find  the  Slurpee  /   7-­‐Eleven  NPC   within  Grand   Chase  and  enter   your  code   Get  these  awesome  In-­‐Game  items!  Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  
  12. 12. The  MARLBORO  Black  Lounge   An  online  member-­‐get-­‐ member  promo/on  which   aimed  to  grow  the  number  of   Marlboro  Adult  Smoker   Database  members,  while  at   the  same  me  support  the   launch  of  the  brand’s  newest   variant  –  Marlboro  (Black)   Menthol.   *Promo  period:  Sept  1  –  Oct  5,  or  when   the  50  Black  Lounges  are  completed  –   whichever  comes  first.  Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  
  13. 13. Photo,  Video,  Media   Sharing  Category   What  I  Want  for   Christmas  Photo   Contest  
  14. 14. 7-­‐Elec/ons  Gulp  Your  Vote  Loca5on-­‐Based  Category  
  15. 15. Social  News,   Bookmarking,   and  Media   Vo5ng   Category   Clear  Swap   Challenge  
  16. 16. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Offline  is  important  for  an   integrated  approach.  
  17. 17. Book  reference:  Brains  on  Fire  
  18. 18. The  Challenge:  Making  the  Award   Winning  Experience  Available  to   Entrepreneurs   (including  to  digital  entrepreneurs)  
  19. 19. Disrupve  Diva  •  Social  tools  (product,  story,  usage  behaviors)   to  reclaim:   –  Social  space   –  Social  arrival   Source:  h8p://mobileyouth.org  
  20. 20. Fascinate  book    by  Sally  Hogshead  
  21. 21. Help  us    Fascinang  the  audience   Digital,  Print,  and  Offline   Business  Model  Generaon  book  
  22. 22. Fascinate  book    by  Sally  Hogshead  Fascinate  book    by  Sally  Hogshead  
  23. 23. Howtofascinate.com  
  24. 24. Home,  Hangout,  Hideout  Study  the  market  where  they  are.   Source:  h8p://mobileyouth.org  
  25. 25. Brand  vs.  fan  ambassador  •  No  more  big  ideas.  •  Ideas  from  ground-­‐ up.   Yahoo  Purple  Hunt  2009  
  26. 26. We  buy  with   emoon  and   jusfy  with   logic  Source:  h8p://mobileyouth.org  
  27. 27. h8p://enjoythebest.ph  
  28. 28. Inquirer.net  leads  in  Mobile  Content    and  Mobile  Markeng  for  Print  News  segment  
  29. 29. Fascinate  book    by  Sally  Hogshead  Business  Model  Generaon  book  
  30. 30. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile  Supporng  each  other  online  and  offline.   Fascinang  the  audience  in  a  variety  of   ways  to  smulate  diverse  engagement.  
  31. 31. For  the  growth  of  e-­‐commerce  in   the  Philippines!  h8p://slideshare.net/jane8etoral  h8p://twi8er.com/digitalfilipino  

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