BuzzFeed at DAS: Making Native Work

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Native advertising is all the rage -- when it works. Hear BuzzFeed and an agency client discuss the challenges each side faces when tasked with developing a native strategy.

Presenters: Dianne Hayashi, media director, AKQA @akqa
Andy Wiedlin, CRO, BuzzFeed @acwiedlin

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BuzzFeed at DAS: Making Native Work

  1. 1. Program Review+ v GOAL v WIN v RESULTS v RECO 1
  2. 2. Agenda GOAL: Program Goals WIN: Program Highlights RESULTS: Benchmarks and Lessons Learned+ v GOAL v WIN v RESULTS v RECO 2
  3. 3. Old Navy Brand Attributes • Fun • Irreverent • Playfully Humorous • Good Value • Fashionable • Inclusive+ v GOAL v WIN v RESULTS v RECO 3
  4. 4. Create engagement around Old Navy’s: • Lightacular Contest --> Deck the Web Interface • Holiday Branded Content+ v GOAL v WIN v RESULTS v RECO 4
  5. 5. Marketing Goal: Unify a variety of Old Navy holiday efforts through fun, engaging content and unique experiences. • Lightacular Contest • Twas the Jordan Knight Before Christmas Holiday Videos+ v GOAL v WIN v RESULTS v RECO 5
  6. 6. 1) Deck the Web 23,334 - Times The Web Was Decked (CTR of 3.00%)+ v GOAL v WIN v RESULTS v RECO 6
  7. 7. ` S AL CO X IN U LT EN DI O RE S PP G W RE A
  8. 8. ` S AL CO X IN U LT EN DI O RE S PP G W RE A
  9. 9. ` S AL CO X IN U LT EN DI O RE S PP G W RE A
  10. 10. Program Dashboard 333,000 - Total Engagements with Content 86,000 - Social Views to Content+ v GOAL v WIN v RESULTS v RECO 11
  11. 11. Old Navy created content that people wanted to engage with and share. Here are 4 (of 13) principles they followed.+ v GOAL v WIN v RESULTS v RECO 12
  12. 12. 1. Content isAbout Identity+ v GOAL v WIN v RESULTS v RECO 13
  13. 13. 2. Capture theMoment + v GOAL v WIN v RESULTS v RECO 14
  14. 14. 3. Cute AnimalsDeserve Respect+ v GOAL v WIN v RESULTS v RECO 12 15
  15. 15. 4. Nostalgia isInherently Social + v GOAL v WIN v RESULTS v RECO 16
  16. 16. + v GOAL v WIN v RESULTS v RECO 17

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