Viral Advertising Presentation - Keter

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Viral Advertising Presentation - Keter

  1. 1.
  2. 2. One-Stop-Shop<br />Proprietary Platform: <br />Thousands of viral seeders in over 100 countries with proven reach to millions<br />UGC’s & Social Networks:<br />Managed accounts in 100’s of global content sites (Youtube, MetaCafe, etc.)<br />3rd Party Seeding Companies:<br />Working relations with the leading global seeding companies.<br />
  3. 3. “Word of mouth”<br />WOM<br />“Word of Mouse”<br />eWOM<br />What’s Viral Marketing?<br />Creating and environment where people market to one another.<br />Reaching out to voluntary “brand ambassadors”.<br />
  4. 4. The Advantages of going viral<br />NEW MEDIA<br /><ul><li>Save Media Costs
  5. 5. 100% Measurable
  6. 6. 100% Voluntary
  7. 7. Peer-to-peer Endorsement
  8. 8. No geographical boundaries
  9. 9. Immediate “call-for-action”
  10. 10. Unregulated/Uncensored
  11. 11. Individual Appeal
  12. 12. Self-targeted
  13. 13. Lives Forever on the Web</li></ul>OLD MEDIA<br />
  14. 14. Accomplishments<br />Among World’s first 5 viral ad agencies<br />Viral & Buzz Marketing Association<br />Talk Talk Talk Fun<br />Commercial Breakdown<br />
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  21. 21.
  22. 22.
  23. 23.
  24. 24.
  25. 25. Viral = Cost Effectiveness<br />
  26. 26.
  27. 27. And they work really well in series<br />Ikea <br />Scary Parents<br />Lamp<br />Fork – Tidy Up<br />Missing Baby – Tidy Up<br />Spring<br />Bad Day<br />AmeriQuest<br />“Don’t Judge Too Quickly”<br />Airplane<br />Doctors<br />Daughter<br />Cat<br />Shop<br />
  28. 28. Sample virals…<br />Why Men Have Big Tool Boxes<br />Stihl Blower<br />DeWalt Power Drill<br />Samsung – LED Sheep<br />Avista – Dog & Cat<br />Bridgestone <br />Avian – Babies<br />Schweppes - Signs<br />
  29. 29. Brand<br />Awareness<br />TargetedTraffic<br />Organic SEO<br />Call-for-action<br />(Online/Offline Sales,<br />Lead Generation, Contests)<br />Viral Campaign<br />Buzz<br />Video Search Optimization<br />What is it good for?<br />
  30. 30. Video Search Optimization<br />YouTube is the #2 search engine, second to Google.<br />We optimize videos so they receive top ranking.<br />Results: Targeted traffic to your site for months and years to come.<br />
  31. 31. Case Study<br />CALL-FOR ACTIONS / BRAND AWARENESS<br />Advertiser: mySupermarket.co.uk<br />Brief: To bring targeted traffic from the U.K while generating buzz and awareness for the new mySupermarket brand.<br />Viral ad: http://www.youtube.com/watch?v=_nEtuuBZHVc<br />Results: <br /><ul><li>Over 5 million views.
  32. 32. Over 100,000 visitors to landing page.
  33. 33. Over 10,000 contest participants (UK only).
  34. 34. Buzz resulted in airing the ad as an entertainment item on 2 television programs (BBC “Commercial Breakdown).</li></ul>The campaign generated great buzz and traffic for mySupermarket in the online video arena. Keta Keta was super professional and pleasure to work with.<br />Johnny Stern, Director, mySupermarket.co.uk<br />
  35. 35. Case Study<br />Youtube Honors<br /> Targeting and optimization techniques on Youtube resulted in: <br />- #27 - Most Viewed - Comedy (U.K) <br />- #36 - Most Favorited - Comedy (U.K)<br />
  36. 36. Case Study<br />3rd Party Seeding Networks<br />27,500 guaranteed views were purchased from 3rd party seeding companies. <br />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. <br />
  37. 37. Case Study<br />Unique Visitors to Landing Page<br />Phase I & II<br />Phase III<br />Phase II (Con't)<br />Phase I: Mass dissemination of the video ad to Keta Keta’s proprietary seeding list. <br />Phase II: Uploading the ad to tens of UGC (user-generated content) sites.<br />Phase III: Seeding the ad through U.K-based 3rd party seeding companies and networks. <br />
  38. 38. Case Study<br />Alexa<br />30-Day Results<br />Traffic Rank: <br />Global ranking grew from 150,000 to 111,000.<br />Reach/Rank/Page Views:<br />Significant increase in all 3 parameters.<br />U.K Targeting:<br />U.K traffic grew from 63% to 75%.<br />
  39. 39. Case Study<br />Blogs, Forums, Newsletters<br />Special targeted blogs were contacted to place the ad.<br />Popbitch – Among U.K’s leading women’s blog<br />Targeted traffic – Urban women, career-oriented.<br />“You have to chuckle at this one.”<br />
  40. 40. Case Study<br />UGC Placement<br />“This is brilliant!!!”<br />“British advertising at its best.”<br />“You will love this one-miss you, love Gary”<br />“Another one I thought you'd like...” <br />All you favourites rolled into one!!! <br />
  41. 41. Case Study<br />CALL-FOR-ACTION<br />Advertiser: James Allen (2008) – Engagement Rings<br />Brief: In order to brand and expose JamesAllen.com, a viral video together with an “original proposal idea” contest was introduced. <br />Viral ad: http://www.jamesallen.com/videos<br />Results:<br /><ul><li>Over 50,000 unique visitors from U.S (30 days).
  42. 42. Over 3M views (30 days).
  43. 43. Top Comedy Honors Ranking (Youtube). Dramatic climb in Reach & Ranking (Alexa).
  44. 44. 2 years later, still serving to generate leads in video affiliate networks.</li></li></ul><li>Case Study<br />CALL-FOR-ACTION / AWARENESS<br />Advertiser: Merck Worldwide (2007) – Propecia™<br />Brief: To reach out to men suffering from hair loss and increase targeted traffic to a dedicated Merck informative website in 8 languages.<br />Viral ads: http://www.HelpHairLoss.com<br />Results: <br /><ul><li>A series of 4 viral ads generated over 15 million views and tens of thousands of visits.
  45. 45. Average visitor stayed over 6 minutes on the dedicated site.
  46. 46. Localized to 8 languages.
  47. 47. TV Coverage in U.K, US and Germany.</li></li></ul><li>30%<br />54%<br />Case Study<br /> 30% increase in visits to site<br /> 54% increase in branded section (where you need to agree to a disclaimer in order to get more details) <br />The Propecia campaign increased the level of targeted traffic into the site.<br />
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  49. 49. Case Study<br />World for a dollar<br />CALL-FOR-ACTION - CONTEST<br />Advertiser: LastMinuteTravel<br />Brief: Generate buzz around the “World for $1” campaign using to encourage participation<br />Results:<br /><ul><li>Contest had to be stopped due to overwhelming success
  50. 50. Over 300,000 visitors in the first week
  51. 51. Hundreds of blog placements & press mentions
  52. 52. Over 2 million views to the movies in 2 weeks</li></li></ul><li>Case Study<br />World for a dollar<br />Content Mini-site: http://www.lastminutetravel.com/worldforadollar<br />
  53. 53. Case Study<br />World for a dollar<br />
  54. 54. Case Study<br />World for a dollar<br />
  55. 55. Case Study<br />World for a dollar<br />
  56. 56. Case Study<br />
  57. 57. Case Study<br />
  58. 58. Case Study<br />World for a dollar<br />
  59. 59. Case Study<br />World for a dollar<br />
  60. 60. Case Study<br />Vital Consumer Feedback<br />Over 700 agents answered<br />15 question survey + <br />1 free text answer.<br />
  61. 61. Case Study<br />
  62. 62. Case Study<br />
  63. 63. Case Study<br />
  64. 64. Case Study<br />
  65. 65. Case Study<br />
  66. 66. Case Study<br />
  67. 67. Case Study<br />Guinness Book of World Records – Largest Silent Chat<br />
  68. 68. Case Study<br />
  69. 69. Case Study<br />World for a dollar<br />
  70. 70. Case Study<br />
  71. 71. Case Study<br />World for a dollar<br />
  72. 72. Case Studies<br />20 Days of Decent Giveaways<br />
  73. 73. Case Study<br />20 Days of Decent Giveaways<br />SALES GENERATION<br />Advertiser: MooseJaw<br />Brief: Use social media channels to drive sales and to start a viral spread and WOM of the marketing message. <br />Results:<br /><ul><li>Sales for products used as prizes increased 10% to 15% during the promotion
  74. 74. 45% increase in Twitter followers
  75. 75. 31% increase in Facebook fans
  76. 76. Good client feedback</li></li></ul><li>Case Study<br />20 Days of Decent Giveaways<br />Campaign: <br />Step 1: Select prizes (emphasis on upcoming new products)<br />Step 2: Set rules (open for 30 minutes after announcement)<br />Step 3: Timing (1 ½ weeks prior to holiday seasons)<br />Step 4: Promote to most likely participants & incentivize promotion to friends<br />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“<br />Step 6: One Moosejaw team member to respond to inquiries<br />
  77. 77. Case Study<br />20 Days of Decent Giveaways<br />
  78. 78. Case Study<br />20 Days of Decent Giveaways<br />
  79. 79. BBC - Seeding Case Study<br />
  80. 80. BBC - Seeding Case Study<br />
  81. 81. BBC - Seeding Case Study<br />
  82. 82. THE END<br />
  83. 83. What works. What doesn’t.<br />Most Watched YouTube videos <br />Susan Boyle - Britain's Got Talent 120+ million views<br />David After Dentist 57+ million views<br />JK Wedding Entrance Dance 47+ million views<br />New Moon Movie Trailer 40+ million views<br />Evian Roller Babies 35+ million views<br />Samsung Sheep<br />Keta Keta – Humanity<br />Beligian Dance<br />Vaurnet glasses<br />http://www.youtube.com/watch?v=AFR7hUpmJv4<br />http://www.youtube.com/watch?v=V8XQeA8WJGU&NR=1<br />Be Inspiring<br />
  84. 84. How does it work?<br />
  85. 85. How does it work?<br />

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