hot summer

Robert Anghel
Online marketing manager
the concept



main mechanism:
 we calculate a global discount on products bought based on
 the formula:
      temperature...
principles – connected. real time



 real time display of temperature and discounts in all online
 media tools
 direct in...
media mix – where are you?



 banners and site branding
 real time connected campaign (5% – 15% CTR! )
 social networks w...
traffic mix – stay connected, play, come here, buy!

140,000                                                              ...
hot summer – cool results

 seasonality upside down
 Cool gross sales increase
 volumes




                              ...
your feedback?
thank you



            Orange, the Orange mark and any other Orange product or service names referred to
            in ...
Hot Summer case study Online Meet Up
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Hot Summer case study Online Meet Up

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A case study of an innovative online promotion, that offered a price reduction according to the temperatures in the summer.
This presentation was held by Robert Anghel, Online Marketing Manager at Orange Romania in an Orange Online Meetup event. Find more about Orange Online Meetup at orange.ro/meetup.

Published in: Business, Technology
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Hot Summer case study Online Meet Up

  1. 1. hot summer Robert Anghel Online marketing manager
  2. 2. the concept main mechanism: we calculate a global discount on products bought based on the formula: temperature registered – comfort temperature = discount (%) the outside temperature is collected from ANM
  3. 3. principles – connected. real time real time display of temperature and discounts in all online media tools direct interaction
  4. 4. media mix – where are you? banners and site branding real time connected campaign (5% – 15% CTR! ) social networks widget and game (Hi5 and facebook): – 848 adoptions blog gaming: – 1526 gamers on 52 bloggs (10paid) desktop application: – 582 adoptions email notifications: – 2627 notifications
  5. 5. traffic mix – stay connected, play, come here, buy! 140,000 0 . 7 0 % 120,000 0 . 6 0 % 100,000 0 . 5 0 % 80,000 0 . 4 0 % 60,000 0 . 3 0 % 40,000 0 . 2 0 % 20,000 0 . 1 0 % - 0 . 0 % 0 W-2 W-1 W1 W2 W3 W4 W5 W6 W7 traffic magazin online conversion rate Total paid traffic (during august): 111.093
  6. 6. hot summer – cool results seasonality upside down Cool gross sales increase volumes usual seasonality 2009 - seasonality Apr May Jun Jul Aug Sep Oct Nov Dec
  7. 7. your feedback?
  8. 8. thank you Orange, the Orange mark and any other Orange product or service names referred to in this material are trade marks of Orange Personal Communications Services Limited. © Orange Personal Communications Services Limited. France Telecom Group restricted.
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