What the election of America’s first Digital President
          means for advertising in Brazil.
• Lessons from Obama
• Why advertising must change in Brazil.
• A bet...
A Different Man…
• Young
• Charismatic
• Intelligent
• Black
• Digital
And His Vision: “Change”
• Short
• Simple
• Motivating
• Viral
An Unprecedented Budget…
With digital media
at the core
Obama’s Campaign Budget
Out of a total budget of $566M (USD)
• 48% allocated to media
• 6% spent on digital media
Digital Media Spend
1. Paid Search
• $7.2M on Google
• $14M on Yahoo!
2. Digital “Brand” Advertising
• $3.8M on mainstream...
An Unprecedented Digital Effort…
Seven Extraordinary Tactics
Tactic 1:
Recruit a team of digital specialists
A digital-savvy staff crafted the strategy


 20 people fully
 dedicated t...
Tactic 2:
Make Your Message Findable
Content that’s visible in the right place at the right time
Findability
If you want young voters…go where they are
Findability
Intelligent targeting – 18 top games in 10 “swing states”
Findability
Make all content exportable
Findability
5 times more blog mentions for Obama
Tactic 3:
Be Relevant to Your Audiences
30 specific communities addressed in the “People” section
Relevance
Overwhelming presence on all social media platforms, from
massive to targeted
Tactic 4:
Create Engagement
Site log-in created a database of 13 million qualified leads
Tactic 5:
Empower your fans
Recruit Core Advocates among your closest target


Obama “Core”
1. Black Community and its
  l...
Empowerment
Encourage the “Core” to activate their personal networks


Obama “Core”
Thousands of local “small Obamas”

• S...
Empowerment
Create easy-to-use tools for “badging” and recruitment
Empowerment
Encourage grassroots event creation
Empowerment
Phoning tools
Empowerment
Personal fundraising tools
Empowerment
Fight the smears
Empowerment
Dedicated iPhone app
Tactic 6:
Reward the Faithful
Give them inside information




3M personal text messages to
announce Biden as VP, before
t...
Reward
Give them direct access




His first thanks go to his supporters… by e-mails
Tactic 7:
Be Transparent
Leverage digital to report on what you’re doing
• During the campaign
Transparency
Leverage digital to report on what you’re doing
• Once elected
Transparency
Leverage digital to report on what you’re doing
• Once elected
                       Each non-urgent legisla...
Transparency
Leverage digital to report on what you’re doing
• Once elected
All that and a Titanium Lion, too…
That’s great.
But what does it mean
for us?
Advertising in 2009 must be…
1. Built by people who truly understand digital
2. Findable anywhere and everywhere, all the ...
But we’re in a crisis.
Maybe we should stick to
what works?
Hello TV people: It’s not working
Percentage of U.S. homes watching network primetime TV
Maybe Brazil is totally and
completely immune?
Maybe Brazil will never change?
I will make you a bet:
Brazil is going to explode. Digitally.
Why?
You’re rushing online
Wired household penetration
is outpacing all the other major
growth markets:

    You in 2009: 38%*
...
You’re hyperdigital
You have one of the most
advanced digital populations
on Earth.


Highest reach in
social networks:
  ...
So why aren’t your digital
budgets bigger?
Share of Media Spend
By Media Type
2001
2002
2003
2004
2005
2006
2007
2008
2009
This is crazy, right?
Evolution of Internet Spend
per Online Household
2001
2002
2003
2004
2005
2006
2007
2008
2009
The Problem
Latin America is stuck in an “old media” rut.
Digitally, you’ve fallen behind,
 and the gap is widening:


You...
What I Believe:
You are the biggest growth market on the planet
for digital. The population wants it.

Brands, creative ag...
So I made you a bet.
I was serious…
Coming Soon
Razorfish / Latin America
Do you have digital DNA?
We should talk…
joe.crump@razorfish.com
Muito obrigado
joe.crump@razorfish.com
Obama.Com E Você, por Joe Crump
Obama.Com E Você, por Joe Crump
Obama.Com E Você, por Joe Crump
Obama.Com E Você, por Joe Crump
Obama.Com E Você, por Joe Crump
Obama.Com E Você, por Joe Crump
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Obama.Com E Você, por Joe Crump

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Obama.Com E Você, por Joe Crump

  1. What the election of America’s first Digital President means for advertising in Brazil.
  2. • Lessons from Obama • Why advertising must change in Brazil. • A bet...
  3. A Different Man… • Young • Charismatic • Intelligent • Black • Digital
  4. And His Vision: “Change” • Short • Simple • Motivating • Viral
  5. An Unprecedented Budget… With digital media at the core
  6. Obama’s Campaign Budget Out of a total budget of $566M (USD) • 48% allocated to media • 6% spent on digital media
  7. Digital Media Spend 1. Paid Search • $7.2M on Google • $14M on Yahoo! 2. Digital “Brand” Advertising • $3.8M on mainstream websites 3. Social Media • $980K on Facebook • $280K on MySpace
  8. An Unprecedented Digital Effort… Seven Extraordinary Tactics
  9. Tactic 1: Recruit a team of digital specialists A digital-savvy staff crafted the strategy 20 people fully dedicated to digital Plus world-class Super Geeks: • Chris Hughes, co-founder of Facebook • Eric Schmidt, CEO of Google
  10. Tactic 2: Make Your Message Findable Content that’s visible in the right place at the right time
  11. Findability If you want young voters…go where they are
  12. Findability Intelligent targeting – 18 top games in 10 “swing states”
  13. Findability Make all content exportable
  14. Findability 5 times more blog mentions for Obama
  15. Tactic 3: Be Relevant to Your Audiences 30 specific communities addressed in the “People” section
  16. Relevance Overwhelming presence on all social media platforms, from massive to targeted
  17. Tactic 4: Create Engagement Site log-in created a database of 13 million qualified leads
  18. Tactic 5: Empower your fans Recruit Core Advocates among your closest target Obama “Core” 1. Black Community and its leaders 2. Democrats tired of the Clintons 3. First victims of the economic downturn Peers (Followers)
  19. Empowerment Encourage the “Core” to activate their personal networks Obama “Core” Thousands of local “small Obamas” • Speaking to everyone • Listening to everyone • Raising funds • Organizing micro-meetings • Generating vast amounts of content besides the “official” content Peers (Followers)
  20. Empowerment Create easy-to-use tools for “badging” and recruitment
  21. Empowerment Encourage grassroots event creation
  22. Empowerment Phoning tools
  23. Empowerment Personal fundraising tools
  24. Empowerment Fight the smears
  25. Empowerment Dedicated iPhone app
  26. Tactic 6: Reward the Faithful Give them inside information 3M personal text messages to announce Biden as VP, before the news hit TV screens
  27. Reward Give them direct access His first thanks go to his supporters… by e-mails
  28. Tactic 7: Be Transparent Leverage digital to report on what you’re doing • During the campaign
  29. Transparency Leverage digital to report on what you’re doing • Once elected
  30. Transparency Leverage digital to report on what you’re doing • Once elected Each non-urgent legislation will be published for 5 days to allow the public to review and comment on it, before the President signs it.
  31. Transparency Leverage digital to report on what you’re doing • Once elected
  32. All that and a Titanium Lion, too…
  33. That’s great. But what does it mean for us?
  34. Advertising in 2009 must be… 1. Built by people who truly understand digital 2. Findable anywhere and everywhere, all the time 3. Relevant to multiple audiences 4. Built for interactivity and engagement 5. Designed to create and empower “fans” 6. Provide rewards for the user 7. Socially conscious and transparent
  35. But we’re in a crisis. Maybe we should stick to what works?
  36. Hello TV people: It’s not working Percentage of U.S. homes watching network primetime TV
  37. Maybe Brazil is totally and completely immune? Maybe Brazil will never change?
  38. I will make you a bet: Brazil is going to explode. Digitally. Why?
  39. You’re rushing online Wired household penetration is outpacing all the other major growth markets: You in 2009: 38%* RIC in 2009: 22%** *Averages Brazil, Mexico and Argentina **Averages Russia, India and China
  40. You’re hyperdigital You have one of the most advanced digital populations on Earth. Highest reach in social networks: 60% Highest reach in digital communications: 82% webmail 73% in Messenger
  41. So why aren’t your digital budgets bigger?
  42. Share of Media Spend By Media Type
  43. 2001
  44. 2002
  45. 2003
  46. 2004
  47. 2005
  48. 2006
  49. 2007
  50. 2008
  51. 2009
  52. This is crazy, right?
  53. Evolution of Internet Spend per Online Household
  54. 2001
  55. 2002
  56. 2003
  57. 2004
  58. 2005
  59. 2006
  60. 2007
  61. 2008
  62. 2009
  63. The Problem Latin America is stuck in an “old media” rut. Digitally, you’ve fallen behind, and the gap is widening: You: $21* Everyone else: $180** *Averages Brazil, Mexico and Argentina **Averages US, Canada, Italy, Spain, UK, Germany, France, Australia, India, Russia, China, South Korea, Japan
  64. What I Believe: You are the biggest growth market on the planet for digital. The population wants it. Brands, creative agencies, and media companies are not keeping up. The revolution will start with you.
  65. So I made you a bet. I was serious…
  66. Coming Soon Razorfish / Latin America
  67. Do you have digital DNA? We should talk… joe.crump@razorfish.com
  68. Muito obrigado joe.crump@razorfish.com

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