Blyk Works

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http://media.blyk.com Blyk is the free mobile service for young people funded by advertising.

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Blyk Works

  1. 1. Blyk Works Industry leading response rates Maximising engagement Some examples Blyk 1 © Blyk Tuesday, March 3, 2009
  2. 2. A range of industry leading response rates 10% 72% 25% Blyk 2 © Blyk Tuesday, March 3, 2009 Based on 2,000+ interactive campaigns
  3. 3. Cost-effective engagement Average Response Rate Average Cost per Medium (%) Response (£) Online advertising 0.5 £1.50 Email 2.5 £2.00 Direct Mail 2.0 £12.50 Mobile (SMS Push unprofiled) 4.5 £2.22 Blyk 25 £0.57 Sources: E-consultancy September 2007, trade estimates Feb 2008 Blyk: for a typical Blyk SMS-SMS-MMS dialogue (1000 x 7p + 25% x 7p + 250 x 22p = £142.5 CPM) Blyk 3 © Blyk Tuesday, March 3, 2009
  4. 4. To move upwards in a downturn, invest in cost-efficient channels “When times are tough, it's the time to invest not cut” Sir Martin Sorrell, October 2008 “In a deflationary environment, advertisers have three options: to return budget to the bottom line, to tackle more media value, or to experiment with emerging vehicles.” Billetts: Media Forecasts 2009 Blyk 4 © Blyk Tuesday, March 3, 2009
  5. 5. Maximising effectiveness – key findings Blyk members are responsive and receptive ^  Industry leading response rates ^  •  SMS generate higher response rates •  MMS result in higher engagement, receptivity and memorability Value and reward increase engagement ^  •  Seek their opinion; there is value in being heard Good timing is appreciated and increases engagement ^  Members are more receptive to well known brand propositions ^  •  Spell out the benefits and avoid obscurity Build frequency through re-engagement ^  •  Minimises wastage •  Builds a core customer super group Blyk 5 © Blyk Tuesday, March 3, 2009
  6. 6. A successful campaign on Blyk should be Relevant content to the right audience in the right location Relevant Time messages in line with activities, lifestyle and mindset Timely Rewarding Perceived value is not just monetary Considered Clear, simple copy and include the right images where relevant Amplify and build on other media activity, don’t just repeat Complementary Blyk Skip 6 © Blyk Tuesday, March 3, 2009
  7. 7. Some examples Relevant Timely Rewarding Considered Complementary Blyk Visit http://media.blyk.com for full case studies 7 © Blyk Tuesday, March 3, 2009
  8. 8. Brylcreem b:Range: increasing relevance through understanding 49% Response Demonstration of b:Range through engaging animation ^  Targeting 16-24 males on a Friday evening ^  Respondents sent follow up product relevant to their response ^  Analysis of sub-groups reveals distinct user types for future marketing ^  Blyk 8 © Blyk Tuesday, March 3, 2009
  9. 9. Dizzee Rascal: driving sales by engaging a relevant audience 34% Response “This age group in particular is difficult to get to, and Blyk allows us to talk to them on their own terms. They’re media savvy and choose what they want to listen to and when so the Blyk network is perfect for spreading the message about our artists”. Richard Willis, Head of Synchs Brands and Mobile at [PIAS]UK Promoting Dizzee’s new single direct to fans, independent of a record label ^  Teaser SMS sent 2 weeks before launch followed by a range of messages ^  “Help Dizzee get to No.1” sent on day of release to members who had engaged ^  Research showed 2,500 Blyk members bought the single that week ^  Equates to 6% of total sales Blyk ^  9 © Blyk Tuesday, March 3, 2009
  10. 10. Sky Sports: delivering a timely call to action 13% Response Drive subscriptions to the PPV Box Office event that night ^  Convert awareness from all other media activity to sale ^  Lower barriers to sale by delivering a number straight to the phone ^  Blyk 10 © Blyk Tuesday, March 3, 2009
  11. 11. Hostelling International: driving membership through timely dialogue 11% 35% Click-through Response Sent to an 18+ audience in early June (post-exams) ^  Free membership with low barrier to entry ^  Simple, aspirational SMS drove responses ^  Cost-effective to follow-up with rich content to those who have engaged ^  Blyk 11 © Blyk Tuesday, March 3, 2009
  12. 12. The Futureheads: supporting independent music talent 24% Response Create a Blyk audience of ‘The Futureheads’ and other Indy music fans ^  Delivered a range of valued and engaging content via SMS and WAP links ^  Ticket giveaways, priority information and booking, downloads ^  Competition to ask the band a question – the best win an album ^  Over 3,500 in-depth questions received from over 10% of recipients ^  Blyk 12 © Blyk Tuesday, March 3, 2009
  13. 13. Lucozade: driving sampling through free offer redemption 10% Click-through Delivering a voucher for a free drink while out and about ^  Blyk developed educational MMS and WAP pages to aid redemption ^  Blyk generated 35% of voucher requests for 1% of media spend ^  Blyk 13 © Blyk Tuesday, March 3, 2009
  14. 14. Gorilla recruitment: simple, relevant use of text 51% Response 69% Driving awareness of Gorilla ^  20% Telephone number & URL ^  3% followed with a call ^  Clear relevant copy ^  Sent on weekday mornings ^  Blyk 14 © Blyk Tuesday, March 3, 2009
  15. 15. COI Connexions: facilitating dialogue on a sensitive topic 36% 33% Response Increase in Traffic Blyk relationship built on trust enables COI to ask a sensitive question ^  Respondents made aware of Connexions website for advice ^  Frank and open responses give insight into key issues on bullying ^  Blyk 15 © Blyk Tuesday, March 3, 2009
  16. 16. Disney Ratatouille: complementing and enhancing the media mix 49% Response Focussing the cumulative effect of the media activity to a relevant moment ^  High receptivity due to high awareness from other media ^  Exclusive content adds value and deepens engagement ^  Blyk 16 © Blyk Tuesday, March 3, 2009
  17. 17. Living TV: harnessing frequency to deliver engagement 24% Ave. response 4% Ave. click-through Multi-step campaign to drive viewership of new reality TV show ^  Creating engaged audience groups based on viewership ^  A programme of a variety of regular, timely and relevant follow-ups ^  Delivering new information and content to each audience group ^  Blyk 17 © Blyk Tuesday, March 3, 2009
  18. 18. Youth Media that Works 200k opted-in and profiled 16-24s ^  Innovative and effective media solutions ^  Industry-leading results ^  Easy to plan and book ^  Delivering insight ^  Find out more at media.blyk.com Blyk 18 © Blyk Tuesday, March 3, 2009

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