Viral Advertising Presentation - Keter
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Viral Advertising Presentation - Keter Viral Advertising Presentation - Keter Presentation Transcript

  • One-Stop-Shop
    Proprietary Platform:
    Thousands of viral seeders in over 100 countries with proven reach to millions
    UGC’s & Social Networks:
    Managed accounts in 100’s of global content sites (Youtube, MetaCafe, etc.)
    3rd Party Seeding Companies:
    Working relations with the leading global seeding companies.
  • “Word of mouth”
    WOM
    “Word of Mouse”
    eWOM
    What’s Viral Marketing?
    Creating and environment where people market to one another.
    Reaching out to voluntary “brand ambassadors”.
    View slide
  • The Advantages of going viral
    NEW MEDIA
    • Save Media Costs View slide
    • 100% Measurable
    • 100% Voluntary
    • Peer-to-peer Endorsement
    • No geographical boundaries
    • Immediate “call-for-action”
    • Unregulated/Uncensored
    • Individual Appeal
    • Self-targeted
    • Lives Forever on the Web
    OLD MEDIA
  • Accomplishments
    Among World’s first 5 viral ad agencies
    Viral & Buzz Marketing Association
    Talk Talk Talk Fun
    Commercial Breakdown
  • Viral = Cost Effectiveness
  • And they work really well in series
    Ikea
    Scary Parents
    Lamp
    Fork – Tidy Up
    Missing Baby – Tidy Up
    Spring
    Bad Day
    AmeriQuest
    “Don’t Judge Too Quickly”
    Airplane
    Doctors
    Daughter
    Cat
    Shop
  • Sample virals…
    Why Men Have Big Tool Boxes
    Stihl Blower
    DeWalt Power Drill
    Samsung – LED Sheep
    Avista – Dog & Cat
    Bridgestone
    Avian – Babies
    Schweppes - Signs
  • Brand
    Awareness
    TargetedTraffic
    Organic SEO
    Call-for-action
    (Online/Offline Sales,
    Lead Generation, Contests)
    Viral Campaign
    Buzz
    Video Search Optimization
    What is it good for?
  • Video Search Optimization
    YouTube is the #2 search engine, second to Google.
    We optimize videos so they receive top ranking.
    Results: Targeted traffic to your site for months and years to come.
  • Case Study
    CALL-FOR ACTIONS / BRAND AWARENESS
    Advertiser: mySupermarket.co.uk
    Brief: To bring targeted traffic from the U.K while generating buzz and awareness for the new mySupermarket brand.
    Viral ad: http://www.youtube.com/watch?v=_nEtuuBZHVc
    Results:
    • Over 5 million views.
    • Over 100,000 visitors to landing page.
    • Over 10,000 contest participants (UK only).
    • Buzz resulted in airing the ad as an entertainment item on 2 television programs (BBC “Commercial Breakdown).
    The campaign generated great buzz and traffic for mySupermarket in the online video arena. Keta Keta was super professional and pleasure to work with.
    Johnny Stern, Director, mySupermarket.co.uk
  • Case Study
    Youtube Honors
    Targeting and optimization techniques on Youtube resulted in:
    - #27 - Most Viewed - Comedy (U.K)
    - #36 - Most Favorited - Comedy (U.K)
  • Case Study
    3rd Party Seeding Networks
    27,500 guaranteed views were purchased from 3rd party seeding companies.
    By leveraging on the viral nature of the ad (“reproductive rate”), this number grew to over 300,000 views over the course of only 14 days.
  • Case Study
    Unique Visitors to Landing Page
    Phase I & II
    Phase III
    Phase II (Con't)
    Phase I: Mass dissemination of the video ad to Keta Keta’s proprietary seeding list.
    Phase II: Uploading the ad to tens of UGC (user-generated content) sites.
    Phase III: Seeding the ad through U.K-based 3rd party seeding companies and networks.
  • Case Study
    Alexa
    30-Day Results
    Traffic Rank:
    Global ranking grew from 150,000 to 111,000.
    Reach/Rank/Page Views:
    Significant increase in all 3 parameters.
    U.K Targeting:
    U.K traffic grew from 63% to 75%.
  • Case Study
    Blogs, Forums, Newsletters
    Special targeted blogs were contacted to place the ad.
    Popbitch – Among U.K’s leading women’s blog
    Targeted traffic – Urban women, career-oriented.
    “You have to chuckle at this one.”
  • Case Study
    UGC Placement
    “This is brilliant!!!”
    “British advertising at its best.”
    “You will love this one-miss you, love Gary”
    “Another one I thought you'd like...”
    All you favourites rolled into one!!!
  • Case Study
    CALL-FOR-ACTION
    Advertiser: James Allen (2008) – Engagement Rings
    Brief: In order to brand and expose JamesAllen.com, a viral video together with an “original proposal idea” contest was introduced.
    Viral ad: http://www.jamesallen.com/videos
    Results:
    • Over 50,000 unique visitors from U.S (30 days).
    • Over 3M views (30 days).
    • Top Comedy Honors Ranking (Youtube). Dramatic climb in Reach & Ranking (Alexa).
    • 2 years later, still serving to generate leads in video affiliate networks.
  • Case Study
    CALL-FOR-ACTION / AWARENESS
    Advertiser: Merck Worldwide (2007) – Propecia™
    Brief: To reach out to men suffering from hair loss and increase targeted traffic to a dedicated Merck informative website in 8 languages.
    Viral ads: http://www.HelpHairLoss.com
    Results:
    • A series of 4 viral ads generated over 15 million views and tens of thousands of visits.
    • Average visitor stayed over 6 minutes on the dedicated site.
    • Localized to 8 languages.
    • TV Coverage in U.K, US and Germany.
  • 30%
    54%
    Case Study
    30% increase in visits to site
    54% increase in branded section (where you need to agree to a disclaimer in order to get more details)
    The Propecia campaign increased the level of targeted traffic into the site.
  • Case Study
    World for a dollar
    CALL-FOR-ACTION - CONTEST
    Advertiser: LastMinuteTravel
    Brief: Generate buzz around the “World for $1” campaign using to encourage participation
    Results:
    • Contest had to be stopped due to overwhelming success
    • Over 300,000 visitors in the first week
    • Hundreds of blog placements & press mentions
    • Over 2 million views to the movies in 2 weeks
  • Case Study
    World for a dollar
    Content Mini-site: http://www.lastminutetravel.com/worldforadollar
  • Case Study
    World for a dollar
  • Case Study
    World for a dollar
  • Case Study
    World for a dollar
  • Case Study
  • Case Study
  • Case Study
    World for a dollar
  • Case Study
    World for a dollar
  • Case Study
    Vital Consumer Feedback
    Over 700 agents answered
    15 question survey +
    1 free text answer.
  • Case Study
  • Case Study
  • Case Study
  • Case Study
  • Case Study
  • Case Study
  • Case Study
    Guinness Book of World Records – Largest Silent Chat
  • Case Study
  • Case Study
    World for a dollar
  • Case Study
  • Case Study
    World for a dollar
  • Case Studies
    20 Days of Decent Giveaways
  • Case Study
    20 Days of Decent Giveaways
    SALES GENERATION
    Advertiser: MooseJaw
    Brief: Use social media channels to drive sales and to start a viral spread and WOM of the marketing message.
    Results:
    • Sales for products used as prizes increased 10% to 15% during the promotion
    • 45% increase in Twitter followers
    • 31% increase in Facebook fans
    • Good client feedback
  • Case Study
    20 Days of Decent Giveaways
    Campaign:
    Step 1: Select prizes (emphasis on upcoming new products)
    Step 2: Set rules (open for 30 minutes after announcement)
    Step 3: Timing (1 ½ weeks prior to holiday seasons)
    Step 4: Promote to most likely participants & incentivize promotion to friends
    Step 5: The team sent this message to their Twitter followers at 2 p.m. ET:"We’re giving away 5 pairs of Moosejaw Renton & Latika Fleece Jackets. Retweet #WINMJFLEECE to enter to win. We’ll pick 5 randoms at 2:30 EST“
    Step 6: One Moosejaw team member to respond to inquiries
  • Case Study
    20 Days of Decent Giveaways
  • Case Study
    20 Days of Decent Giveaways
  • BBC - Seeding Case Study
  • BBC - Seeding Case Study
  • BBC - Seeding Case Study
  • THE END
  • What works. What doesn’t.
    Most Watched YouTube videos
    Susan Boyle - Britain's Got Talent 120+ million views
    David After Dentist 57+ million views
    JK Wedding Entrance Dance 47+ million views
    New Moon Movie Trailer 40+ million views
    Evian Roller Babies 35+ million views
    Samsung Sheep
    Keta Keta – Humanity
    Beligian Dance
    Vaurnet glasses
    http://www.youtube.com/watch?v=AFR7hUpmJv4
    http://www.youtube.com/watch?v=V8XQeA8WJGU&NR=1
    Be Inspiring
  • How does it work?
  • How does it work?