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Creds Feb 2010

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Key examples of my work - Integrated campaigns, digital campaigns, Social media, SEO, PPC, Online conversion, CRM, Email & Loyalty marketing, New business.

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Creds Feb 2010

  1. 1. Tim Parkman: Credentials 2010 m: 07912 217 774 | e: tim@spinach.co.nz Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  2. 2. Major digital project (incl. eCommerce) Marie Curie digital agency pitch win Brief: Total rebuild. Engage multiple stakeholders online, powerful events functionality, integration with legacy database & generate revenues online for the charity. Insight: Inspire, empower & nurture communities around the cause to harness profitable conversations. Solution: Successfully won the multi-agency pitch worth £750k+. Integrated offsite, onsite, eCRM & campaign responsibilities. Engaging with multiple & diverse stakeholder groups, by taking a user centered approach throughout the development, with a questionnaire, research groups & one-on-one sessions. Result: Site launches April 2010 Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  3. 3. Integrated social media campaign Marie Curie Great Daffodil Appeal Recruitment Brief: 18,000 people shaking tins on the street for the GDA appeal in March 2010. Insight: Times are tough financially… so let’s not ask for money, let’s ask people to donate an hour of their time collecting Solution: Give an Hour. WordPress website integrating with existing MCCC social assets. We made full use of our celebrity assets, our existing offline community, online media and social spaces to recruit people to the GDA. eCRM & phone calls to convert those registrations to people on the street & an ongoing legacy for future campaigns Radio, Banners, Social, Search, Outreach & PR, Result: Over 15,500 people registered to Give an hour.. Facebook fans went from 2,500 to 26,000 in 4 weeks Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  4. 4. CRM <ul><li>Gordon’s </li></ul><ul><li>Brief: </li></ul><ul><li>How do we build long term relationships between high value consumers and the brand in a way that deepens commitment and maximises value? </li></ul><ul><li>Insight: </li></ul><ul><li>High value consumers, what ever their age like to do things properly. </li></ul><ul><li>Solution: </li></ul><ul><li>Personalised & relevant we used a multi-channel approach to requalify, acquire & engage high value consumers. Focussing on key occasions or events (Christmas, holidays, Good Food Show etc) we delivered rich & exclusive content to help them create not only the perfect drink but the perfect occasion. </li></ul><ul><li>Online banners, email, DM, social media and outreach </li></ul><ul><li>Result: </li></ul><ul><li>Consistently averaged 50%+ open rates, 25%+ click through </li></ul><ul><li>50% increase in Year 2 budgets off the back of strong Year 1 results </li></ul>Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  5. 5. Sports sponsorship <ul><li>Guinness </li></ul><ul><li>Brief: </li></ul><ul><li>Get international rugby fans to drink one more pint of Guinness on one more of their rugby occasions in F09 </li></ul><ul><li>Insight: </li></ul><ul><li>Both Guinness and Rugby are about great moments that make you feel alive. But these moments don’t just happen by chance, they’re created… Bring it to life </li></ul><ul><li>Solution: </li></ul><ul><li>International: Press, POS, Promotion & Packaging </li></ul><ul><li>Premiership: Press, Online, Pitch & Programme </li></ul><ul><li>Club: Club Together – loyalty programme with website, rewards, DM, POS Promotions & eCRM </li></ul><ul><li>Result: </li></ul><ul><li>Record visibility & compliance both on & off premise </li></ul><ul><li>60% of all UK rugby clubs registered for Club Together Programme </li></ul>Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  6. 6. Integrated digital & social media <ul><li>Radox (Sara Lee) </li></ul><ul><li>Brief: </li></ul><ul><li>Inspire and facilitate Radox consumers to take time for themselves every day </li></ul><ul><li>Insight: </li></ul><ul><li>“ My gut instinct is to help other people before myself” How do we give women permission to take time for themselves everyday? </li></ul><ul><li>Solution: </li></ul><ul><li>Create a rich stream of conversation around selfishness in social spaces. Expert & celebrity support. And a digital platform where women can escape to find inspiration, share ideas & be rewarded for being selfish. </li></ul><ul><li>Online banners, email, SMS, social media and outreach </li></ul><ul><li>Result: </li></ul><ul><li>250,000 people viewed the selfish hour viral video </li></ul><ul><li>19,000 fans on Facebook </li></ul>Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  7. 7. Experiential <ul><li>FIAT 500 UK Launch </li></ul><ul><li>Brief: </li></ul><ul><li>This is the biggest car launch for FIAT – what do we do? </li></ul><ul><li>Insight: </li></ul><ul><li>A first with the highly visible & focal point of London. Guaranteed to make the headlines </li></ul><ul><li>Solution: </li></ul><ul><li>A high profile flight on the London Eye. 500 hours into the New Year, on Monday, January 21, 2008 at 8 pm. With a celebrity and showbiz ticketed event around the launch, featuring live bands (Mika, The Feeling & others), top presenters, radio partner and a fantastic light show. The event was live streamed to dealerships nationwide who held their own satellite launch parties. </li></ul><ul><li>Experiential, DM & PR </li></ul><ul><li>Result: </li></ul><ul><li> International & National press coverage </li></ul><ul><li>8,500 orders in the first month. </li></ul>Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  8. 8. Online advertising <ul><li>Scottish Widows </li></ul><ul><li>Brief: </li></ul><ul><li>In the minds of financial advisors and consumers, connect Scottish Widows with their sponsorship of the 2012 Olympic Games and get ahead start on the other sponsors. </li></ul><ul><li>Insight: </li></ul><ul><li>For the Olympics, as with pensions… preparation is everything. </li></ul><ul><li>Solution: </li></ul><ul><li>It doesn’t take one performance to win an Olympic Gold Medal. It takes thousands. </li></ul><ul><li>Full suite of rich media banners </li></ul><ul><li>Result: </li></ul><ul><li>The client loved them so much he took them on to TV </li></ul>Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  9. 9. Integrated campaign <ul><li>NESTLÉ Purina ONE </li></ul><ul><li>Brief: </li></ul><ul><li>How do we switch pet owners in supermarkets from their ingrained brand purchase? </li></ul><ul><li>Insight: </li></ul><ul><li>Only ONE delivers high performance and visible differences in your pet. </li></ul><ul><li>Solution: </li></ul><ul><li>Top NZ sports men, women & their pets engaged consumers. The 30-Day Challenge was a high involvement integrated campaign with a difference… it changed behaviour, reinforced that change & then continued to encourage it. </li></ul><ul><li>Press, Magazine, Outdoor, DM, PR, On-line search, Online banner </li></ul><ul><li>Result: </li></ul><ul><li>Over 40,000 people registered to participate with stage 2 loyalty module to ensure participants stick with it. </li></ul><ul><li>2005 International Gold Echo Award </li></ul>Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows
  10. 10. Integrated campaign <ul><li>TURNERS TRUE MARKET CHALLENGE </li></ul><ul><li>Brief: </li></ul><ul><li>Move public 2 nd hand car buyers from on-line auctions to Turners Car Auction locations nationwide. </li></ul><ul><li>Insight: </li></ul><ul><li>As NZ’s largest seller of 2 nd hand cars Turners are uniquely placed to answer the question in every car buyers head… Am I paying too much? </li></ul><ul><li>Solution: </li></ul><ul><li>Integrated media surrounded the 2 nd hand car buyer. We challenged them to find out how much they should pay for their next car via TXT & Web price check. Then led them to purchase using a stepped process & escalating incentives. </li></ul><ul><li>Radio, Press, PR, Web, TXT, Online Search & Online banner </li></ul><ul><li>Result: </li></ul><ul><ul><li>100% increase in auction attendance </li></ul></ul><ul><ul><li>20% increase in sales to the public </li></ul></ul><ul><ul><li>On-going tool to engage 2 nd hand car buyers </li></ul></ul>Range for 00-01 Toyota Corolla is $3,220 - $5,890.UR in 2 win. More price + BIG prize detail @ turnerschallenge.co.nz or reply w/email address Marie Curie Gordon’s Guinness Radox FIAT Turners Purina One Scottish Widows

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