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Singapore Case Studies

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One9ninety - The Pulse Of The Social Web …

One9ninety - The Pulse Of The Social Web



Case studies from Singapore

Published in: Education

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  • 1.  
  • 2.  
  • 3. WATSONS SPIN THE WHEEL 10 th Mar – 8 th Apr 2011
  • 4. WATSONS
    • BRIEF
    • To position Watsons as the dominant offline & online Health & Beauty products retailer in Singapore
    • Recommend & execute a long-term social media marketing strategy
    • Manage Watsons ’ and GLOW’s Facebook presence
    • Make social media central to a cost effective marketing strategy
    • Recruit 50,000 fans by end 2011
    • SOLUTION
    • Insights – quarterly buzz monitoring & analysis
    • Efluencers engagement – word of mouth - events/ workshops
    • Create & execute 4 main online activation campaigns in 2011, starting with Spin the Wheel
    • Redesign, monitor & moderate both Watsons & GLOW magazine Facebook brand page
    • Create & manage a blog & Twitter channel
    • Facebook media buy
  • 5. WATSONS SPIN THE WHEEL
    • We conceived and developed an application on Facebook to engage Facebook members with a simple and straightforward viral game called Watsons Spin The Wheel
    • Only fans are allowed to spin the wheel - daily prizes and 4 Grand Prizes were put in place to attract more fans
    • A Facebook social Ad buy was also implemented during this campaign reaching out to a targeted female audience
    • Various social button such as tweet, share & like buttons were installed for the fans to easily share rally their friends on Facebook or Twitter
    • 10 beauty efluencers were invited to join in the fun & spread the campaign to their followers on their natural online environments
  • 6. WATSONS SPIN THE WHEEL
  • 7. CAMPAIGN STATS
    • 10 No. of spins per second on launch day
    • 1,410 Average no. of spins per hour
    • 34,000 Average no. of spins per day
    • 1,000,000 Total no. of spins
    • 3,105 New fans acquired on launch day
    • 20,500 New fans acquired over 3 weeks campaign period
    • 25,000 Total users who spun the wheel
    • 32,586 Average post views during campaign period
    • 503% Average page post views increase
    • 30,000 Monthly active users during 1 st 2 weeks of April
  • 8. LG LIFE ’S GOOD MOMENTS 15 th Oct – 31 st Dec 2010
  • 9.  
  • 10. LG MOBILE ASIA
    • BRIEF
    • Support the marketing and PR efforts for the launch of new LG Optimus range of smartphones One (Android) & 7 (Windows 7)
    • Engage Facebook & Twitter community
    • Encourage User Generated Content and internet Word Of Mouth
    • SOLUTION
    • Efluencers Engagement – Word of Mouth Marketing incl. workshop + Press Conference
    • Facebook Fanpage & Twitter Channel creation & moderation
    • LG Life ’s Good Ambassador Search activation campaign
    • Teaser Video to inspire efluencers & best LG Life’s Good Moments final video
    • Development of dedicated Facebook App
  • 11. LG LIFE ’S GOOD CAMPAIGN
    • We profiled & invited 20 technology & lifestyle efluencers to maintain a 7 week online video/ photo/ text journal of their Life ’s Good Moments with LG Mobile. This online diary lived on LG’s Facebook brand page
    • The Facebook app we conceived let the Ambassadors directly upload their photos, videos, text and receive votes, comments, share and ‘like’ from the community.
    • LG Life’s Good Ambassadors each received a phone, reviewed them and were strongly incentivized to rally their community to vote for them
    • We conceived a teaser video presenting the campaign and our Ambassadors that was shown at the press launch.
    • A final video was also shot with the best of LG Ambassadors’ Life’s Good Moments
  • 12. LG LIFE ’S GOOD AMBASSADORS VIDEOS 147,000 video views 21 sites seeded
  • 13. LG ‘LIFE’S GOOD CAMPAIGN’ ON FACEBOOK-TWITTER – BLOGS - YOUTUBE
  • 14. LG ‘LIFE’S GOOD CAMPAIGN’ ON FACEBOOK - TWITTER - BLOGS - YOUTUBE
  • 15. LG LIFE ’S GOOD USER GENERATED CONTENT
  • 16. CAMPAIGN STATS (OCT – DEC 2010)
    • iWOM
    • 82 Total no. of sites naturally seeded with efluencers’ brand & campaign related posts
    • 1,537 Authentic video/ photo/ text brand related posts generated
    • 30,504,328 Total authentic brand & campaign related posts views as registered on Facebook, Twitter, YouTube, Forums, Blogs
    • FACEBOOK
    • 6,930 Comments, likes & shares
    • 45,593 Total no. of votes
    • SALES LG Optimus sales have exceeded expectations
  • 17. L’OREAL SINGAPORE
  • 18. L’OREAL SINGAPORE
    • BRIEF
    • Recommend an online marketing strategy & execution to support Vichy ’s marketing presence on the social web and to support Normaderms sales
    • Campaign period is from Oct to Dec 2010
    • Establish Facebook presence for Vichy
    • Drive Normaderm sales before 2011 re-launch
    • SOLUTION
    • Profile & recommend 10 efluencers to Vichy to run a ‘ Zero Imperfection Challenge ’ via a Facebook Diary app
    • Create a Vichy brand page on Facebook Singapore
    • Organise and coordinate a physical workshop to facilitate sampling and trial with 10 efluencers
    • Facebook media buy
  • 19. NORMADERM ZERO IMPERFECTION CHALLENGE
    • How did we run this challenge?
    • Create a Vichy Singapore Facebook Fanpage
    • Invited 10 efluencers to help a loved one improve her skin condition over 2 weeks
    • Conceive & develop a Facebook application that supports both photos & videos and allows Facebook members to vote, comment and ‘like’ the challengers uploads
    • Connect the registered application to Facebook on a dedicated tab that was set as the default landing tab throughout the campaign period
    • Cross-links to the application and the Fanpage were implemented together with the viral elements of sharing, liking, commenting and inviting friends to participate and vote for this challenge
    • Efluencers word of mouth, attractive prizes as well as a simple call to action Facebook ad also supported the campaign
  • 20.  
  • 21. CAMPAIGN STATS (OCT – DEC 2010)
    • IWOM
    • 40 Total no. of sites seeded with efluencers brand related posts
    • 195 Authentic brand related posts generated
    • 52,000+ Total e-fluencers ’ Facebook fans, tweeter followers, YouTube subscribers & unique blog visitors exposed to brand posts
    • 900,000+ Total posts views
    • FACEBOOK (Campaign Duration: 18th Oct -24 th Nov 2010)
    • 2,200 New fans organically acquired
    • 25,500+ Total votes garnered
    • SALES
    • 50% Sales increase in Q4 2010