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.

1. Crea'ng
Award-­‐
Winning
Integrated
Marke'ng
Campaigns
Jane8e
Toral
h8p://digitalfilipinoclub.com
h8p://searchprofileindex.com
1

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

3. Despite
this
stability,
overall
engagement
is
on
the
rise.
Social
networking
now
dominates…
Select
Monthly
Online
Ac/vi/es
(%)
2009
2010
2011
Visi'ng
Social
Networking
sites
51*
53
82
Search
58
76
80
Instant
messaging
63
68
69
Internet
Portal
54
73
67
Visi'ng
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!
Ac'vi'es
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
Na'onal
Urban
Philippines
Source:
Yahoo!-­‐Nielsen
Net
Index
2010,
2011

4. Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Media
Sharing
category)

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

6. • Online
contest
open
to
all
sulit.com.ph
members
• Suli'zens
were
asked
to
create
their
own
Valen'ne’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)

8. 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

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

10. 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
demonstra'ng
that
key
influencers
have
already
switched
into
the
brand
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Blog
category)

11. In
2009,
Havaianas
created
a
movement
calling
people
to
only
"wear
original"
Havaianas
flip-­‐flops
and
curb
the
prolifera'on
of
local
imita'ons
and
products
that
bastardized
the
brand.
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Media
Sharing
category)

12. 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)

13. 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)

14. Photo,
Video,
Media
Sharing
Category
What
I
Want
for
Christmas
Photo
Contest

15. 7-­‐Elec/ons
Gulp
Your
Vote
Loca5on-­‐Based
Category

16. Social
News,
Bookmarking,
and
Media
Vo5ng
Category
Clear
Swap
Challenge

17. 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.

18. Book
reference:
Brains
on
Fire

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

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

21. Fascinate
book
by
Sally
Hogshead

23. Help
us
Fascina'ng
the
audience
Digital,
Print,
and
Offline
Business
Model
Genera'on
book

24. Fascinate
book
by
Sally
Hogshead
Fascinate
book
by
Sally
Hogshead

25. Howtofascinate.com

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

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

28. We
buy
with
emo'on
and
jus'fy
with
logic
Source:
h8p://mobileyouth.org

30. h8p://enjoythebest.ph

31. Inquirer.net
leads
in
Mobile
Content
and
Mobile
Marke'ng
for
Print
News
segment

32. Fascinate
book
by
Sally
Hogshead
Business
Model
Genera'on
book

33. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
game
game
game
game
mobile
mobile
mobile
mobile
Suppor'ng
each
other
online
and
offline.
Fascina'ng
the
audience
in
a
variety
of
ways
to
s'mulate
diverse
engagement.

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