Mustache March 2009 Marketing Recap V2

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A mustache related case study.

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Mustache March 2009 Marketing Recap V2

  1. 1. Mustache March<br />A Social Marketing and Measurement Experiment<br />Page 1© 2008 Razorfish. All rights reserved.<br />April 21, 2009<br />
  2. 2. on a shoestring budget<br />Page 2© 2008 Razorfish. All rights reserved.<br />
  3. 3. combining many forms of advertising(even print!)<br />Page 3© 2008 Razorfish. All rights reserved.<br />
  4. 4. measured with in-house Razorfish technologies<br />Page 4© 2008 Razorfish. All rights reserved.<br />
  5. 5. Mustache March<br />But first,<br />a recap…<br />Page 5© 2008 Razorfish. All rights reserved.<br />
  6. 6. New York<br />Explaining the subtleties of a proper mustache<br />Page 6© 2008 Razorfish. All rights reserved.<br />Greitzer = class<br />
  7. 7. Somewhere on the Eastern seaboard...<br />The Cape Cod t-shirt<br />is a nice touch<br />Page 7© 2008 Razorfish. All rights reserved.<br />
  8. 8. Germany<br />Here’s Andrè<br />Page 8© 2008 Razorfish. All rights reserved.<br />User Comment about this photo: „Das ist so unfassbar gut.“<br />Google Translate: That is so incredible good.<br />
  9. 9. Germany<br />and Juergen<br />Page 9© 2008 Razorfish. All rights reserved.<br />
  10. 10. Germany<br />Germans like mustaches<br />By far the most enthusiastic office<br />Created a blog to advertise this enthusiasm – and display their follicular progress: <br />http://neuemustaches.wordpress.com/<br />Drove traffic to www.razorfishmustache.com and drove use of Mustache Widget.<br />Page 10© 2008 Razorfish. All rights reserved.<br />He’d like to date your daughter<br />
  11. 11. Seattle<br />High five!<br />Page 11© 2008 Razorfish. All rights reserved.<br />Steve<br />
  12. 12. Seattle<br />Bringing the<br />office together<br />Page 12© 2008 Razorfish. All rights reserved.<br />over 50 people packed into the 13 floor of the Exchange building<br />
  13. 13. Seattle<br />Page 13© 2008 Razorfish. All rights reserved.<br />Mustache March Organizing Office<br /><ul><li>Broad participation
  14. 14. Created RazorfishMustache.com and Social Widget (Garrett Patterson)
  15. 15. Created Facebook Mustache Application and Advertised via Facebook banner ads</li></li></ul><li>so what’s the point of all this?<br />Page 14© 2008 Razorfish. All rights reserved.<br />
  16. 16. We wanted to “practice what we preach”aka “eat our own dogfood”while bringing the company together,having some fun…<br />Page 15© 2008 Razorfish. All rights reserved.<br />
  17. 17. and fighting for social acceptance of the mustache.<br />Page 16© 2008 Razorfish. All rights reserved.<br />Artwork credit: NeueDigitale<br />
  18. 18. Digital Marketing is changing<br />Page 17© 2008 Razorfish. All rights reserved.<br />People are demanding that they we (advertisers)<br />communicate with them in new ways<br />
  19. 19. Getting to the real ROI of our marketing in this quickly evolving environment is<br />DIFFICULT.<br />Measurement technology needs to keep up<br />Page 18© 2008 Razorfish. All rights reserved.<br />
  20. 20. We know how to get there<br />Measurement technology needs to keep up<br />Page 19© 2008 Razorfish. All rights reserved.<br />
  21. 21. to demonstrate thiswe did a small marketing testutilizing a broad range of digital marketing tacticsand measured them all<br />Page 20© 2008 Razorfish. All rights reserved.<br />
  22. 22. The marketing tactics<br />Page 21© 2008 Razorfish. All rights reserved.<br />Contest Website<br />Email<br />Blog<br />Social Widget<br />Facebook App<br />Facebook Ads<br />Challenge<br />Briefly, but specifically state the over all goals of the engagement including those below that apply:<br />Connect with global offices<br />strategic goals<br />creative/ux goals<br />optimization goals<br />Solution<br />Low-cost but broad social approach to attract and interact with users:<br />Razorfish Mustache March Website<br />Mustache March Countdown Widget<br />Mustache March Facebook App<br />Facebook Advertising ($100 budget)<br />Blog (contributed by German office)<br />Print Advertising (around offices)<br />Results<br />Global impact and engagement on a small budget:<br />Participation from over XX offices in YY countries<br />81 Facebook fans from all over the world<br />133 active users of Facebook App<br />459 Unique Website Users and 1,251 Page Views<br />Miles of combined facial hair growth (estimated)<br />
  23. 23. The results<br />Page 22© 2008 Razorfish. All rights reserved.<br />Global impact and engagement on a small budget:<br />Participation from over 7 offices in 2 continents<br />81 Facebook fans from all over the world<br />133 active users of Facebook App<br />932 Unique Website Users and 2,628 Page Views<br />Miles of facial hair growth<br />
  24. 24. Marketing Results<br />Banner Ads<br />990,891 Impressions<br />185 Clicks<br />.02% CTR (actually not bad by Facebook standards)<br />Cost: $0.53 CPC or $0.10 CPM<br />While 97% of clicks came from the US, 3% came from Canada, Columbia, Great Britain, Mexico, Puerto Rico, and Turkey<br />All this with a budget of $100<br />Page 23© 2008 Razorfish. All rights reserved.<br />
  25. 25. Marketing Results<br />Email<br />Sent internally to all Razorfish<br />349 Clicks on link to contest website<br />28 Clicks on banner to contest website<br />57 Clicks to EDGE website<br />Word-of-mouth!<br />158 Clicks on the email = 238 Website Unique users on 2/27 (day email dropped)<br />Page 24© 2008 Razorfish. All rights reserved.<br />
  26. 26. Marketing Results<br />Website<br />932 Unique Users<br />1.51 Visits per User<br />3,946 Total Minutes Spent on Site<br />3:16 Average Site Visit Time<br />Page 25© 2008 Razorfish. All rights reserved.<br />Worldwide Visitors<br />
  27. 27. Marketing Results<br />Facebook App and Widget<br />47 Unique Facebook App Installs and 108 Unique Interacting Users<br />Most Facebook Mustache App “fans” are male and 25-34<br />Most app installs were generation 1 or 2 – implying the app was not effective at spreading virally<br />3 users were the primary “social influencers” generating over one-third of all new installs<br />Page 26© 2008 Razorfish. All rights reserved.<br />
  28. 28. Marketing Results<br />SEO – unexpected success!<br />As of 3/31/09, we own the entire first page of organic search engine results for keyword “razorfish mustache”: website, blog, widget, twitter, flickr…<br />Spoke to people through many different digital channels.<br />Yeah it’s true that there’s not much competition for “razorfish mustache”, but our clients would die for this sort of broad exposure in search results for their products.<br />Page 27© 2008 Razorfish. All rights reserved.<br />Website<br />User Generated Content<br />Twitter<br />Blog<br />Widget<br />Hashtags<br />Flickr<br />Referring Sites<br />
  29. 29. Again, what’s the point?<br />Actionable Results (what we would do based on our results)<br />Email Marketing<br />Text link was more likely to be clicked than image.<br />Either make call-to-action more prominent in image to get more clicks or move text up in email body to get more clicks.<br />Banner Ads<br />Target ads to improve CTR<br />Website<br />Increase traffic from “social” sources (i.e. Facebook, Twitter, Flickr, Email) by providing “Send to a friend” link on site<br />Examine site behavior of users spending > 20 minutes on site<br />Facebook App<br />Determine barrier to app spreading virally. Navigation? Content? Seeding to more interested audience (i.e. better target to social influencers)?<br />Page 28© 2008 Razorfish. All rights reserved.<br />
  30. 30. Measurement Technology<br />No matter how you execute your campaign, Razorfish can measure it<br />Mustache March Measurement used the following technologies:<br />RazorfishRIAx for Social Web Apps<br />Razorfish Generational Tag<br />Razorfish Survey Platform<br />Razorfish Online Reporting Portal<br />Razorfish Media Reporting<br />Atlas Ad Serving and Reporting<br />Facebook Campaign Reporting<br />Facebook Demographic Reporting<br />Page 29© 2008 Razorfish. All rights reserved.<br />
  31. 31. Thank You<br />Chris Castle<br />Product Manager, Global Business Intelligence<br />chris.castle@razorfish.com<br />206-816-8992<br />Page 30© 2008 Razorfish. All rights reserved.<br />

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