4. Vkontakte.ru was not considered due to skew to younger audience Russia Moscow S.-Petersburg Source: ‘000; Daily average data TNS October 2009
5. Odnoklassniki.ru audience corresponds well with Jacobs Monarch TA with strong female skew and average age Russia Source: TNS Web-Index, age 12-54, Cities of Russia number not less than 100 thousand people
6. Moi Mir @ Mail.ru audience as well Russia Source: TNS Web-Index, age 12-54, Cities of Russia number not less than 100 thousand people
7. Simultaneous project on different networks is not recommended due to high duplication Source: TNS Web-Index, Russia, January 2010
8.
9. In November 2009, Jacobs Monarch launched a special “Invitation for a cup of coffee” project, announced with the banner at the main page Banner at the main page
10. The mechanics was very simple – invite your friend for a cup of Jacobs Monarch and send him a free gift (new service) Branded promo page
11. A friend received a message with a gift (green Jacobs cup) that was placed on the photo for a week
12. Friends activity was also tracked in the “Activity line (Lenta aktivnosti)” part
13.
14. Project results were outstanding and significantly higher vs planned Project results Forecast Result Comments Promo-page reach (unique users who used the service) 120 000 4 232 089 ~ every 3 rd Odnoklassniki user used the service Unique users who received the gift - 10 819 314 ~ 77% of Odnoklassniki monthly reach Number of gifts distributed 80 000 – 100 000 19 415 052 200 times higher (!) vs planned
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16.
17. In order to support seasonal activity for March 8, Jacobs Monarch launched special “Flowers for Women’s day” activity Branded promo page
18. User could create a special bouquet for the close ones. Each flower had a certain emotional meaning Impressions of the page: 45 581 737
19. The mechanics was very clear – create the bouquet, write the greeting text, select your recipient and send a free gift Display of the report on bouquet delivery
20. Banner activity for announcement gained exceptionally high results Impressions - 20 063 980 Clicks - 121 639 CTR - 0,61% Banner 200х300 on МойМир @Mail. r u Banner 240*400 on Почта @Mail . r u Impressions - 10 041 483 Clicks - 32 074 CTR - 0,32% Banner at the main page on Mail.ru Impressions - 2 170 175 Clicks - 12 018 CTR - 0,55%
21. The project was also announced by the bookmarks in the navigation menu Bookmark on Гороскопы@Mail.ru Bookmark on МойМир@Mail.ru Impressions - 20 352 065 Clicks - 40 774 CTR - 0,20% Impressions - 1 316 072 987 Clicks - 2 005 057 CTR - 0,15%
22. Announcement was also made with the text references «Подарить букет» on Почта@Mail.ru «8 марта» in the navigation menu on Открытки@Mail.ru Clicks - 1 078 300 Unique users – 720 708 Html-block on [email_address] Impressions - 594 486 218 Clicks - 1 228 876 CTR - 0,21% Impressions - 3 404 241 Clicks - 5 770 CTR - 0,17% «Как поздравить с 8 марта?» on МойМир@Mail.ru Impressions - 4 908 420 Clicks - 260 797 CTR - 5,31%
23. Ambitious plans on announcement were over-achieved Project results Forecast Result Comments Impressions 830 000 000 1 974 903 810 +137% vs plan Clicks 830 000 5 809 843 +599% vs plan CTR 0.10% 0.29% 3 times higher vs planned
Conclusions This project is considered as very successful: The campaign reach has been ~ 10 819 314 unique users. This is ~ 77% of the Odnoklassniki.ru monthly reach . Moreover, 4 232 089 users sent coffee cups (every 3 rd user used the service) The project turned out to be one of the biggest viral activities in Runet* The project received mostly positive feedback in blogs, forums and advertising media Recommendations for the future However, it is important to develop the new viral instrument for the further campaigns in order to keep our users interested and involved.
- Jacobs Monarch online campaigns proved impressive results - 20-25% of the social networks users tried Jacobs Monarch mechanics (those who send free gifts) - The projects were absolutely unique in terms of brand integration into the social networks and this kind of low-pressure advertising model was successfully executed - Creative concepts were based on Jacobs Monarch communication platform “Aromagiya brings people closer” that matches perfectly with the Internet portals where people are coming mostly to have a chat and “meet” their friends. - Key success factors: Mechanics of the projects was very simple and attractive and stimulated high customers’ response Use of two most popular and important services of social networks – gifts and messaging that allow to be interesting and relevant to the Internet audience JM promo design (promo-page, messenger, gifts) was user-friendly that allow users to communicate in more engaging way
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