Content that consumers will share Becoming Dad – Like Brothers
Case Study I: Tiered Price Plans x Message across paid ads, website, social networks tocommunicate the price plan changes from 12GB to 2GB.
Integrateour efforts Integrated approach for 2GB education webpages. Site covers: • FAQs • Tips on managing data • Videos • Keywords searched on the topic Point Paid, Earned, Shared to Owned pages for longevity. (visibility long after campaign ends)
Search to drive education How much is 2GB of data?
Case Study II: MioTV disruption during BPL matchHow to communicate amidst a sea of negative chatter?
Reach customers while they search Search for MIO surged to 2.5 times normal volume due to disruption.Search reputation management involves two primary components:1) Identify offending content.2) Render offending content harmless by displacing it from top search matches.
Search Engines as the doorway to our messageStrategy: Communicate our Official Apology through Paid Search
Reduce impact of negative coverage by displacing it from top search matches Negative Content
Making the case for more digital S2 and S3: Media Spend / Cost Per Acq 4.0 1.2 3.5 1.0 1.0 3.0 Media Spend Online 0.8 2.5 Media Spend Online 2.0 0.6 0.6 Media Spend Offline 1.5 0.4 Cost Per Acq 1.0 Media Spend Offline 0.2 0.5 Media Spend Offline 0.0 - Samsung S2 Samsung S3 iPhone4 and iPhone4s: Media Spend / Cost Per Acq 1.2 1.2 1.0 1.0 1.0 0.8 Media Spend Online 0.8 Media Spend Online 0.6 0.6 Media Spend Offline 0.4 0.4 0.4 Cost Per Acq Media Spend Offline 0.2 0.2 Media Spend Online 0.0 Media Spend Offline - iPhone 4 iPhone 4s
Summary1. Digital is critical in winning the ZMOT2. Digital winds over hearts & minds • Brand experience • Education3. Digital delivers measurable business returns