rezultatele
contează
Hello :)
Marius Deak
19 years experience in online marketing
Founder,Strategy Director
GREEN PIXEL
ww...
rezultatele
contează
rezultatele
contează
Make it funky,
make it fun.
COLINDATORII (Carolers) campaign
for Timisoreana (Ursus Breweries)
Decemb...
rezultatele
contează
Timisoreana is…
1. The largest beer brand in Romania
2. The oldest beer factory, closing in to 300 ye...
rezultatele
contează
Last christmas…
 Most brands were communicating promotions
 Timisoreana wanted to make a stand
 Hi...
rezultatele
contează
Strategy
 The campaign was developed around the reinterpretation of
specific regional carol traditio...
rezultatele
contează
The Carolers
rezultatele
contează
The Carolers
rezultatele
contează
The Carolers
rezultatele
contează
The Carolers
rezultatele
contează
The result was…
rezultatele
contează
10 days campaign:
 In-App videos:
 Episode 1: - viral video (Conflict)
 Episode 2: - Real-time aug...
rezultatele
contează
rezultatele
contează
rezultatele
contează
x100,000
such posts
rezultatele
contează
And the results sheet…
 „The Carolers” campaign delivered much above
expectations and objectives, in...
rezultatele
contează
Insights
 Original content matters
 Humor went quickly viral
 People memorized various lines and u...
rezultatele
contează
Thank you!
Questions ?
Marius Deak
Founder, Strategy Director
GREEN PIXEL
marius.deak@greenpixel.ro
h...
Upcoming SlideShare
Loading in …5
×

Timisoreana - Make it funky, make it fun! by Marius Deak @ All Things Facebook

766 views

Published on

Published in: Spiritual, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
766
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Timisoreana - Make it funky, make it fun! by Marius Deak @ All Things Facebook

  1. 1. rezultatele contează Hello :) Marius Deak 19 years experience in online marketing Founder,Strategy Director GREEN PIXEL www.greenpixel.ro
  2. 2. rezultatele contează
  3. 3. rezultatele contează Make it funky, make it fun. COLINDATORII (Carolers) campaign for Timisoreana (Ursus Breweries) December 2012
  4. 4. rezultatele contează Timisoreana is… 1. The largest beer brand in Romania 2. The oldest beer factory, closing in to 300 years old 3. A mainstream brand with a lot of tradition 4. Driven by tradition, passion and the the joy of things well-done 5. Currently talking to an audience of 300k facebook fans 6. Consistently pursuing the romanian spirit and tradition across all its communication
  5. 5. rezultatele contează Last christmas…  Most brands were communicating promotions  Timisoreana wanted to make a stand  Highlight the spirit of traditional christmas carols in Romania  keep true to the brand essence.  In short, the brief was: let’s do something fun and nice for the people to enjoy with their friends and families, in the Timisoreana spirit.
  6. 6. rezultatele contează Strategy  The campaign was developed around the reinterpretation of specific regional carol traditions, the TIMISOREANA brand being placed in a specific context: traditions, joy, carols   We’ve used four really well known and appreciated romanian stand-up comediants, that interpreted four stereotypical characters:  Cosmin Nedelcu – bucharest region  Cătăin Bordea – moldavia region  Dan Badea – olt region  Sorin Pârcălab – ardeal region  So there was conflict
  7. 7. rezultatele contează The Carolers
  8. 8. rezultatele contează The Carolers
  9. 9. rezultatele contează The Carolers
  10. 10. rezultatele contează The Carolers
  11. 11. rezultatele contează The result was…
  12. 12. rezultatele contează 10 days campaign:  In-App videos:  Episode 1: - viral video (Conflict)  Episode 2: - Real-time augmented videos  Moldova: http://www.youtube.com/watch?v=gxQ-07Jbtpk  Oltenia: http://www.youtube.com/watch?v=cIwQMKaHKAs  Bucuresti: http://www.youtube.com/watch?v=fTOWgIMGu6k  Ardeal: http://www.youtube.com/watch?v=HQ2WRpnIJNE  Episode 3: - bonus video (Resolution)  Facebook application  Select a caroler  View carol  Personalize the carol  Send to friends  Post on wall
  13. 13. rezultatele contează
  14. 14. rezultatele contează
  15. 15. rezultatele contează x100,000 such posts
  16. 16. rezultatele contează And the results sheet…  „The Carolers” campaign delivered much above expectations and objectives, in a very short period of time, overpassing the initial objectives while keeping true to the Brand’s essence:  Over 30% engagement rate  50,000+ users  17600 new fans  Over 2.000.000 users reached by the campaign  Over 97.000 video charols sent by its users  Over 6.500 user invites to their friends to use the application  Over 300,000 views of videos accross all assets.  Initial youtube video launch went viral, with more than 3000 views in the first day.
  17. 17. rezultatele contează Insights  Original content matters  Humor went quickly viral  People memorized various lines and used them in social media  Conflict was a good firestarter for the campaign  People love stereotypes  No need to worship the brand, just keep at platform level  Augmented videos and personalization made people part of the story  Brand fit onto people’s mindsets in Xmas context
  18. 18. rezultatele contează Thank you! Questions ? Marius Deak Founder, Strategy Director GREEN PIXEL marius.deak@greenpixel.ro http://about.me/marius.deak

×