SoLoMo Thursday - Creativity On A Digital Shoestring Part 1Presentation Transcript
25 July 2013
Social Media Analyst
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26 Sept 2013
26 Sept 2013
Speaker: KIM LEE
26 Sept 2013
Executive Creative & Digital Director, Renaissant
Managing Creative Director, Kimwillrule
in Europe and
“Show me the money”
“Show me the big idea”
Returns on cent
Returns on investment
• Budgets are shrinking.
• Make dollar really stretch
• Harder to justify returns on investment, especially in
the social media realm.
If big brands are watching marketing spend with
hawkeye, what about smaller ones?
M.A.D. School is constantly
constrained by a marketing budget
so small, we shrink David to pea-size
when pitted against the Goliaths of
other design, advertising and
communication schools well-oiled by
government and private funding.
Really small budgets can spawn
really big ideas.
#1 Get really creative.
#2 Throw in copious amounts of
#3 Get fiercely digital.
Undefeated and ambitious, they
dream big and embark on a digital-
centric approach that is budget-
Earned, paid and owned media
• M.A.D. SCHOOL is a small private school.
• The education scene in Singapore is very
competitive, dominated by government-funded schools and
rich private schools with high marketing spend.
• M.A.D. stands as David against Goliaths.
• January is the Open House period when schools pump up the
money to create excessive collaterals and events.
• MAD is handicapped by a-near 0 budget, lack of resources and
That is however over-shadowed by our bravado.
Raid the Open Houses of the other well-financed design and advertising
schools and steal their target audience (because they are ours too, saving
us precious time and money). By gatecrashing the schools in a brow-
raising vintage Volkswagen van with our mob squad and giving free ice-
cream in return for Facebook ‘Likes’ on our FB page (so they revisit our
Raid the Open Houses of the other well-financed
design and advertising schools and steal their
target audience (because they are ours too, saving
us precious time and money).
3 days, 6 schools.
• Using mob squad to give out free ice-cream in return for Facebook „Likes‟
on our FB page (for repeat visits and reflected on newsfeed).
• Chance to win movie tickets by posing with a special frame and getting
friends to like shots (another reason to visit our FB page).
Brand Awareness, Brand
Recall, Repeat Engagement
Multi-screen & location-based mobile marketing
• Prospective students like our page via on tablets or mobile phones.
• Stopped target audience in tracks and directed their interest to
• Direct engagement with target audience
Mobile video content creation & virability
• Anticipation of close shave with security
• Filmed confrontation scenes and took off fast whenever we were shoo-
• We braved on so we could create real footages that could potentially go
‘Glocal’ seeding on 50+ global social media and sharing
sites/blogs/forums such as:
Social Media Campaign
Word of Mouth
Owned media space
Create compelling content
Total budget = $2000+
Mob squad = 10 people
Creative / production = 5 people
1500+ Facebook Likes
The Smallest Open House in the World
After raiding the other schools‟ Open Houses, we launched our inaugural Open
House—„Another Dimension: The World’s Smallest Open House’ because our
campus is tiny.