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Creating Award Winning Integrated Marketing Campaigns
 

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, ...

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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    Creating Award Winning Integrated Marketing Campaigns Creating Award Winning Integrated Marketing Campaigns Presentation Transcript

    • 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