Creating Award Winning Integrated Marketing Campaigns

Creang Award-‐Winning Integrated Markeng Campaigns Jane8e Toral h8p://digitalﬁlipinoclub.com h8p://searchproﬁleindex.com 1

TV PRINT POS CRM digital digital digital digital social social social social game game game game mobile mobile mobile mobile Going Digital

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

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 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)

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

Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)

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)

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)

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)

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)

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 digital social social social social game game game game mobile mobile mobile mobile Oﬄine is important for an integrated approach.

Book reference: Brains on Fire

The Challenge: Making the Award Winning Experience Available to Entrepreneurs (including to digital entrepreneurs)

Disrupve Diva •  Social tools (product, story, usage behaviors) to reclaim: –  Social space –  Social arrival Source: h8p://mobileyouth.org

Fascinate book by Sally Hogshead

Help us Fascinang the audience Digital, Print, and Oﬄine Business Model Generaon book

Fascinate book by Sally Hogshead Fascinate book by Sally Hogshead

Howtofascinate.com

Home, Hangout, Hideout Study the market where they are. Source: h8p://mobileyouth.org

Brand vs. fan ambassador •  No more big ideas. •  Ideas from ground-‐ up. Yahoo Purple Hunt 2009

We buy with emoon and jusfy with logic Source: h8p://mobileyouth.org

h8p://enjoythebest.ph

Inquirer.net leads in Mobile Content and Mobile Markeng for Print News segment

Fascinate book by Sally Hogshead Business Model Generaon book

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.

For the growth of e-‐commerce in the Philippines! h8p://slideshare.net/jane8etoral h8p://twi8er.com/digitalﬁlipino

http://philippineinternetreview.blogspot.com	344
http://philippineinternetreview.blogspot.de	5
http://philippineinternetreview.blogspot.in	4
http://philippineinternetreview.blogspot.co.uk	2
http://philippineinternetreview.blogspot.ca	2

Creating Award Winning Integrated Marketing Campaigns

by Janette Toral on Feb 08, 2012

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 357

Statistics

Creating Award Winning Integrated Marketing Campaigns — Presentation Transcript