All agencies are creative and love to share their award wins and theory. Forget the theory time to step up to the plate. We put our creative content and amplification to the test. The test was conducted over a 2-week period with a minimal budget of ~$11. We wanted to prove relevance in today's digitised landscape; Ward 6 more than awards.

3. INTRODUCTION
Everyone wants a viral marketing campaign.
Big data, digital campaigns, multichannel marketing, user experience – they are all the vogue.
But guess what, there is nothing different between a viral campaign and a traditional marketing campaign
(or even a gorilla stunt).
It still boils down to people.
And to get people to care about your brand is what will set you apart.
Having worked in advertising for 14 years I have never really considered myself an ad man – because I
don’t make ads, I make experiences, expressions, content that people want to engage with.
Making a social, viral or digital camaign is great...but if no-one knows who you are, why should they care
about your viral stunt?

4. Campaign
Wrong.
You can have a campaign and it will definitely help a great deal when creating content for your
audience to engage with, but its not essential.
First establish what are your objectives. Clue #1: I want a viral campaign is not an objective.
Example: I need to make 5,000 impression of which 25% will result in sign ups to the website’s daily
social feed.
Get the KPIs, objectives, ROI gates…whatever you want to call them right first.
Then brief your creative(s) and agency(ies).
Don’t forget – you need a solid content plan.

5. MCM
There are many channels, each has its own advantage and target audience.
LinkedIn = professional networking
Facebook = every gen-x and millennial alive
YouTube = young and aspiring film makers
Weibo = China variety of Facebook
WhatsApp = everyone (but getting advertising in is a challenge)
Instagram = 500 million visual story tellers
Pinterest = mainly women and craft orientated
Snapchat = young, trendy millenials looking to make their mark.
Only use channels that will work, and pick a priority channel to lead with.
Often you may only need one channel

7. Case study
Objective: To promote a photography business
Channels: Instagram and 500px
Trigger: Use Instagram to build an audience and get them to go out of App to the 500px website
and to follow the feed.
Time frame: Over a period of 10 days
Media budget: 11 SGD
Note: This is a real test that we are in the process of finalising. This test aims to build a photography
business to build a real case study to test our strategic thinking and creative capabilities.

8. MCM
But who to target?
For the test I aimed to engage young, 24-45 year-old individuals who are on
Instagram on a daily basis.
I wanted to amplify and build a audience of loyal followers who will engage with
my content on a daily basis and who could offer co-creation opportunities.
Bonus objective: Sell images through the 500px website store.
In short: Build an audience of not only creators but leverage the mass potential
of content hungry viewers seeking relevant content.

9. Case study
How it works?
Take a photo >
Edit the photo >
Add a filter >
Add a write up >
Add # tags >
Add mentions >
Note: Similar steps apply
to the story post
This is the brand >

10. Case study
This is the brand > This is one
of the posts
(content) >

11. Case study
Post image
Profile
Dashboard

12. Case study
2,265 impressions 726 reach 58 profile views

13. Case study
83 profile views
Week 1:
1 video post = $3.33 1 image post = $1 1 image post = $1

14. Case study
Old post: Engagement boosted
Image posts engaged better than story posts
Week 2:
< Video posts
performed
slightly better
than image
posts that were
not-promoted

15. Case study
Target audience:
> By carefully analysing who is engaging and where, I was able to target a more receptive audience.

16. Case study
Target audience:
> I could also then schedule posts at the right time of the day (or in this case, night)

17. Final thought
Week 1 spend:
$5.33 = 1,386 Impressions
Week 2 spend:
$6.00 = 2,326 Impressions

18. Case study
No not at all. This was cold, launched purely on Instagram.
2 posts per day for the first 4 days, then 1 post every day.
Your followers need to be trained, they want to see what you
have on a daily basis, so make sure you deliver.

19. Case study
500px website
This the website >
The results
http://hotshotstudio.500px.com/

20. 1st image
post as
baseline
2nd image
post as
baseline
This is all instagram traffic driving to my website
Hours/days

21. Hours/days
Before Test Week 1 Test Week 2 Test

22. Case study
500px website
Source up Engagement up Followers up

23. Results
With minimal spend I was able to:
1. Build a community
2. Drive to a website
3. Convert to signup
4. Promote both channels
(instagram and website) at the
same time by focusing on Instagram

25. Final thought
Week 1 spend:
$5.33 = 1,386 Impressions
Week 2 spend:
$6.00 = 2,326 Impressions

26. Final thought
Nothing is free,
you get what you pay for…
Simplify and amplify your
social thinking.

27. Final thought
Oh…
And the website has sold 23 images
@ $159 USD each… You do the math!

28. The contents of this presentation including creative ideas, strategic and tactical recommendations are the property of Ward6 Pte Ltd. The use and reproduction of any of the contents in this presentation is prohibited.