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Report X420

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Report de la dernière opération 360° réalisée pour Samsung dans le cadre de mon travail en tant que reposnsable de communication pour lla division PC portables.

Report de la dernière opération 360° réalisée pour Samsung dans le cadre de mon travail en tant que reposnsable de communication pour lla division PC portables.

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  • 1. Event x420 Launch X420
  • 2. Objectives
    • Accompany the classic launch campaign with an exceptional event
    • Combine both on and off line activity for the first time
    • Use bloggers as a communication vector and promoters for the operation
      • INFLUENCE MANAGEMENT
    • Highlight the main product benefits to make them the central theme of the operation (+9 hours of autonomy = mobility)
    • Gain awareness by creating online buzz and press clippings
  • 3. The Idea – Treasure Hunt
    • The 9 th December, 9 computers will be hidden in 9 different places throughout Paris
    • For 9 hours, clues will be given on line so players can locate them, get to the place first and win the computers
    • After 9 hours those computers not won will be put back into a prize draw
    9h CHRONO
  • 4. E-mailing X420 website Bloggers Banner Campaign Word of Mouth Press release Press/Online articles Communication Tools Street Marketing
  • 5. Communication Phasing
    • 9h CHRONO
    • Create 3 communication phases
    • -3 weeks: Seeding Bloggers
    • - 2 weeks: Emailing 1/Facebook-Twitter-Microsite Creation/Banner campaign/Web Campaign/Press release/ Emailing 2
    • D Day: Flyer Distribution /clue activation online
  • 6.
    • PHASE 1
  • 7. Phase 1 : Seeding bloggers
    • + 60 articles posted on line
    • 23 blogs & +40 news portals/blog portals
    • 160 blogs contacted
      • High Tech
      • Marketing/Communication
      • Lifestyle = fashion, trends
  • 8.
    • PHASE 2
  • 9. Phase 2 : Microsite creation -info
    • Mis en ligne le 24 novembre
  • 10. … & inscription
  • 11. Phase 2 : 1st e-mailing
    • Sent the 25 th November
    • Sent to 20 410 people from Samsung DB
      • Opening rate: 23.9%
      • Clicks to URL: 4.67%
    • Global performance above average for Samsung mailings, especially on the opening rate
    Title: Le 9 decembre vous aurez 9h pour trouver et remporter un PC Portable X420
  • 12. Phase 2 : Facebook page 18/11
    • Creation of FB page to animate build-up
  • 13. Phase 2 : Twitter creation 18/11
  • 14. Comments
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19.  
  • 20. Phase 2 : Press Release 03/12 15 articles produced
  • 21. Phase 2 - Banner campaign 3-9/12 Results: market average Le Monde gained the highest CTR
  • 22. Phase 2 - E-mailing reminder 08/12
    • Sent the 8 December
    • Sent to 19 834 people in Samsung base
      • Opening rate: 20.57%
      • Clicks to URL: 2.94%
      • Opening rate: 59,2%
      • Clicks to URL: 31%
    • The performances of the campaign are highly above average for the emailing received by those who subscribed to the game
    Title: J-1 avant la grande chasse au X420 dans Paris !
  • 23.
    • PHASE 3
  • 24. Phase 3 : D Day
    • Flyer Distribution
      • 4 strategic areas in Paris
      • 6 hostesses
      • + 10 000 flyers distributed
  • 25. Phase 3 : Animation site
    • During the day 9 th December – clues given out all day long
    • Repeated on FB & Twitter
    • 1068 subscribed
    • Frequentation from 24/11 to 9/12 : 13 659 pages seen
    • Peak the 27-28/11 and 7-9 December
  • 26. Phase 3 : Animation FB
  • 27. Phase 3 : Animation FB- results
    • Facebook results
        • 657 «fans» on the day of the operation:
    • _59 % men, 41% women
    • _71% between 18 et 34 years old
          • 595 comments , an average of 13 per status
          • (peak of 56 at the end of the day)=> almost instant creation of conversations to decipher clues
          • 183 581 potential OTS(occasion to see)
          • (cumulated audience of friends of all the fans)
  • 28. Toshiba benchmark On Facebook since 22/09 1224 fans for 96 status updates* 1.8 status per day On Facebook since 24/11 657 fans for 46 status updates 3 status per day
    • Status updates means that then operation is written on the wall of the fans,
    • which is seen by all his friends
  • 29. Facebook: important mentions François Gombert ( Bozarblog): 1000 «friends» on Facebook Journal du Geek: 5097 fans on Facebook.
  • 30. Facebook: mentions by fans
  • 31. Phase 3 : D-Day Twitter results
          • 266 «followers» on D Day
          • 6 834 people with a contact to the operation (mention @9h_chrono)
          • 191 retweets (copy of a link mentioning the operation so it appears on one’s account)
          • 40 830 potentiels OTS (cumulated audience of Twitters mentioning the operation)
          • Direct use of the mobile application Twitter on D-Day, reinforcing the notion of mobility for the Treasure Hunt
  • 32. Toshiba Benchmark
    • 272 followers pour 1188 followed
    • A ratio of 1 follower to 4 followed
    On Twitter since17/11
    • 266 followers pour 279 followed
    • A ratio de 1 follower to 1 followed*
    OnTwitter since18/11 *The ratio abonnés/abonnement determines the attractiveness of the Twitter account The lower the ratio is low, the more attractive the account
  • 33. Comments
  • 34.  
  • 35.
    • Post Operation
  • 36. The Winners
    • Nearly every winner heard about the game from a different communication source:
      • Hotel Particulier = FB
      • Hôtel de Ville = Flyer
      • Kusmiti = From a friend
      • Les Influents = Banner Camapign
      • Windows Café = Blog
      • Atelier des Chefs = Emailing 2
      • Carette - Twitter
      • Kusmiti – FB
    • The different communication means, worked !!!
  • 37. Phase 3 : Winners on website
    • After the operation, the winners were announced on the website with their photo
    • Partners were thanked – link to their website
  • 38. Photos
  • 39. Conclusions
    • Great success for this FIRST ever on and offline event
    • Unique format perceived as innovative
    • Opinion leaders approved and perpetuated the buzz
    • Promotion through multi channel communications succeeded(winners)
    • High level of blog buzz
    • Direct contact with the general public- great Word of Mouth for the future
      • Humanizes the Brand and it’s products- increases positive reputation
  • 40. Conclusions Difficult to measure total audience of blogs/news portals & Google coverage Excellent ROI per OTS +4000 consumers had direct interaction
  • 41. Annex
  • 42. Google
    • 9h Chrono = 10 premières pages
  • 43. France Bleu IDF
  • 44. Laptopspirit.com http://www.laptopspirit.fr/58236/samsung-une-chasse-au-tresor-pour-gagner-9-portables-x420-culv-14-pouces.html
  • 45. Zone-numerique.com http://www.zone-numerique.com/news_6065_La_chasse_aux_tresors_X420_de_Samsung_demarre_le_9_decembre.htm
  • 46. Ere-numerique.fr http://www.erenumerique.fr/a_la_chasse_au_samsung_x420_-news-17969.html
  • 47. Dandies.fr http://www.dandies.fr/chasse-samsung-x420
  • 48. Aufeminin.com http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html
  • 49. Paper-Blog.fr http://www.paperblog.fr/2585571/chasse-aux-tresors-samsung /
  • 50. Fredzone http://www.fredzone.org/samsung-te-file-ton-netbook
  • 51. Ecranmobile.fr http://www.ecranmobile.fr/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain_a10028.html
  • 52. GenerationMP3 http://www.generationmp3.com/category/4-blog-generationmp3-le-blog-des-baladeurs-mp3/baladeurs-mp3/samsung/
  • 53. ITRnews http://www.itrnews.com/articles/98232/samsung-ouvre-chasse-x420.html
  • 54. La Vie Numerique http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html
  • 55. Journal du Geek http://www.journaldugeek.com/2009/11/27/9h-pour-le-samsung-x420/
  • 56. Confortique-news http://www.confortique-news.com/actualite/gris/samsung-a-cache-9-ultra-portables-x420-dans-paris.htm
  • 57. MobiFrance http://www.mobifrance.com/news/2009-12-04/id15774/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain
  • 58. Geeek http://www.geeek.org/post/2009/12/06/9h-Chrono-:-Gagnez-l-un-des-9-Samsung-X420-cach%C3%A9s-dans-Paris
  • 59. You-Vox http://www.tech.youvox.fr/Samsung-organise-un-jeu-concours,1533.htm l
  • 60. Infoburomag http://www.infoburomag.com/news/samsung-organise-une-chasse-aux-tresors-inedite-5282.aspx
  • 61.
    • Annex
    • 7 Dec 2009
    Annexes
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