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Star Quality for Pets.

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Here's a campaign we made for Pet Insurance that wasn't taken up via the client, if you want to use it...feel free to drop us a line.

Here's a campaign we made for Pet Insurance that wasn't taken up via the client, if you want to use it...feel free to drop us a line.

Published in: Technology, Business
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Transcript

  • 1. The Trees and the Forests Pet Insurance Proposal 15 February, 2012
  • 2. Star QualityA fully integrated, digitally focussed campaign for Real Pet Insurance.A top line’ strategy and creative presentation.
  • 3. Our strategy...A deep engagement strategy: translating a person’s love of their pets into anattachment to our brand.
  • 4. R.O.I.We place ROI first; everything presented should be seen in the contest of ultimatelydelivering a fully accountable, fully transparent ROI focussed campaign.
  • 5. Objectives...The campaign we are presenting has been structured to deliver on a number of keyobjectives.The campaigns structure, mechanics, and dynamics have been defined by therequirement to deliver on those objectives.The campaign is also scalable according to budget.
  • 6. Primary objectives...-Drive to immediate sale – delivering short term ROI.-Generate user data (qualified leads) and permission to market.-Generation of qualified leads – for subsequent conversion through CRM.-Deep engagement over time – nurturing leading to medium to long term acquisition.-Generates user data that enables more precise demographic/ psychographictargeting to increase ad-spend efficiency resulting in increased ROI.-Additionally this campaign will create user generated content (UGC) for the ongoingCRM-UGC will increase search performance by linking to and from social media channels.-Additional content will increase search performance by increasing content depth,texture and relevancy.
  • 7. Secondary objectives...Our primary objectives are all directly measurable through to a ROI. Our secondaryobjectives are broader brand objectives.-Increasing consideration.-Maintaining ‘recency’ ‘top of mind’ in category-Increasing frequency of visitation.-Increasing brand affinity (brand love).-‘Fans’ on Facebook for ongoing nurturing leading to acquisition.-Digital social media ‘propagation’ to increase reach and ad-spend efficiency.
  • 8. The strategic insight...People are highly emotionally and intellectually engaged with their pets.To many people, pets aren’t just pets; they’re 4 fluffy four legged family member -companions friends, and four legged children.People love their pets and love to share that love with others – think of the ‘dogs onFacebook’“It seems that about 14% of the people in the Lab 42 study had created Facebook pages for theirdogs, consistent with a UK study also reported on Mashable, which found that 10% of all UK pets havesome sort of social media profile, including not only Facebook, but also Twitter and YouTube.”Cleo Parker, the Dog Marketing Blog, July 2011.
  • 9. The strategic opportunity...People love their pets and love to share that love with othersLet’s enable people to do just that – to do what they want to do and already do – butdo it through our brand instead.We’re working with known, natural behaviours and this is our strategic strength.
  • 10. The strategic goal...To build the definitive site for dog and cat owners of Australia to share their love oftheir pets.To build this destination over time through a series of tactical promotional activityintegrated in to social channels and CRM.The creative presented today indicates the nature, tone, manner and strategic focusof the creative work required to achieve this goal..
  • 11. A supporting trend...LoL cats – cat and dog humour has been trending on-line for years, and it’s stillhappening. People are engaging with, sharing and looking for humorous pet imagesand content..
  • 12. Propagation...Nielsen research tells us that over 75% of the population rate peer recommendationor ‘word of mouth’ as the number one influencing factor in purchase decisionmaking.The campaign therefore has a strong ‘social’ component and leverages usergenerated content. We provide content for people to share and we provide ways toshare it..
  • 13. Campaign dynamics...-Quarterly or bi monthly major promotions or ‘discussions’.-Quarterly or bi monthly minor promotions or ‘discussions’.-On going lower level promotional activity.-The creation of a destination within the Real Pet Insurance website. Alternately, at apromotional site linked to the master brand site.-Parallel Promotions completely contained within the Facebook ecosystem with an entry at atab at the Masterbrand Facebook page.-In value, some promotions are of a higher value, some lower – they vary.-In duration, some promotions last for months, some for only weeks.-There are always multiple promotions or discussions in parallel.The idea is produce a deep engagement and depth of content.-Maintaining ‘recency’ ‘top of mind’ in category-Increasing frequency of visitation.-Increasing brand affinity (brand love).-‘Fans’ on Facebook for ongoing nurturing leading to acquisition.-Digital social media ‘propagation’ to increase reach and ad-spend efficiency.
  • 14. The work...Please note, the following creative is ‘mock up’ only and a tool for visualising thecreative concepts. It does not necessarily reflect the look, feel and copy of the finalconcepts.
  • 15. Promotion 1: Star QualityMedia: Press
  • 16. Promotion 1: Star QualityMedia: Web site (dog version)
  • 17. Promotion 1: Star QualityMedia: Web site (dog version)
  • 18. Promotion 1: Star QualityMedia: Island Banner/ static
  • 19. Promotion 2: Make OverMedia: Island Banner/ static
  • 20. Promotion 3: Look a LikesMedia: Island Banner/ static
  • 21. Promotion 4: Pet HoroscopesMedia: Island Banner/ static
  • 22. Promotion 5: My name isMedia: Island Banner/ static
  • 23. The creative...We’ve shown 5 concepts, but there are many more. Pets, dogs and cats, and thenatural humour and many natural discussions around them on-line provides fertileground for creative development.Each creative execution has both a dog and a cat version. In animated banners, and atthe site they are in rotation .
  • 24. Thank you... Ullash Tiwari & Ravi Prasad forwww.thetreesandtheforests.com.au

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