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CONTEXT
 TELEKOM ROMANIA positioned itself as a premium leader after the
2014 rebranding.
X But since then, TELEKOM wante...
CHALLENGES
2000MB1500MINUTEINTENATIONALECA
TREMOBILNELIMITATMINUTESISMSURII
NTELEKOM3000MINUTENATIONALE700
SMSNATIONALESI8...
CHALLENGES
WE ARE A BIG BRAND AND WE
WANT TO ACT AS ABIG BRAND!
CHALLENGES
GO BUTALSOAGAINST
http://
WITH OFFLINE EVENTS.
CHALLENGES
NEW
ONTHEOTHERHAND
 Romanian youngsters are extremely picky
 They look up to international content creators (PewDiePie, Sean...
BIGQUESTIONS
Howdo you appeal to the young?
(PS:notus)
6 million
5 million
15 million10 million
2 million 40 million
ISSUE
How to break the clutter and transform Telekom (and mainlytheTelekom prepaid product) into a cool brand for
youngaud...
THEIDEA
Themost complex and integrated long term content marketingbrand initiative for youngaudiences.
THEIDEA
HOWITWORKS
 A YouTubeshow with weekly videos created along the Telekom promise – “Experiente Impreuna”
 A newvideo every...
THEEXECUTION
Andone extremely memorable character.
THEEXECUTION
THEEXECUTION
THEEXECUTION
TADAAAM is:
A local content initiative about experiences worth sharing
TADAAAM is:
A way to draw in younger audiences
TADAAAM is:
A way to eventually market directly through adigital product
But for now:
TADAAAM is a vlog that showcases real life experiences that you can (and should) share with
your friends.
It’...
RESULTS
1.6 MILLION YouTubeviews
(50%)
350.000+ of which came from “Suggested Videos”.
Another 390.000+ views came from browse features.
29.000 subscribers
(#1 brand channel in RO)
(recently insisted on“subscribe”CTA)
24.500likes/717dislikes(in YouTube)
48%mobile viewers, 52%desktop viewers
Organic contests reached up to 5.500 comments in 2 days.
250.000 unique users engaged
(25%)
Only 8% was predicted.
20%users activated the Giga Weekend option.
And all of this just 12 episodes in.
Brand/Show integration accepted by users
Andit’snotonlyonline
TVCampaign
TV (weekend): https://www.youtube.com/watch?v=OEbfH_kpm6Y
TV (Monday): https://www.youtube.com/watch?v=wd2h8Tuk...
Future
• Refine the product
• Introduce technological experiences
• Expand to various platforms
• Test, test, test
• Have ...
Thankyou!
Biz Social Media Snow Camp 2015 - Telekom Romania
Biz Social Media Snow Camp 2015 - Telekom Romania
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Biz Social Media Snow Camp 2015 - Telekom Romania

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Tadaaam Show by Telekom Romania

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Biz Social Media Snow Camp 2015 - Telekom Romania

  1. 1. CONTEXT  TELEKOM ROMANIA positioned itself as a premium leader after the 2014 rebranding. X But since then, TELEKOM wanted more: to be cool, as to appeal to youngsters.
  2. 2. CHALLENGES 2000MB1500MINUTEINTENATIONALECA TREMOBILNELIMITATMINUTESISMSURII NTELEKOM3000MINUTENATIONALE700 SMSNATIONALESI8000MINUTEINTERNA TIONALECATREFIX
  3. 3. CHALLENGES WE ARE A BIG BRAND AND WE WANT TO ACT AS ABIG BRAND!
  4. 4. CHALLENGES GO BUTALSOAGAINST http:// WITH OFFLINE EVENTS.
  5. 5. CHALLENGES NEW
  6. 6. ONTHEOTHERHAND  Romanian youngsters are extremely picky  They look up to international content creators (PewDiePie, Seananners, VanossGaming, H2O Delirious etc.)  Even local hits are adaptations of international formats (=3)  Services have very low involvement, they are considered commodity
  7. 7. BIGQUESTIONS Howdo you appeal to the young? (PS:notus)
  8. 8. 6 million 5 million 15 million10 million 2 million 40 million
  9. 9. ISSUE How to break the clutter and transform Telekom (and mainlytheTelekom prepaid product) into a cool brand for youngaudiences.
  10. 10. THEIDEA Themost complex and integrated long term content marketingbrand initiative for youngaudiences.
  11. 11. THEIDEA
  12. 12. HOWITWORKS  A YouTubeshow with weekly videos created along the Telekom promise – “Experiente Impreuna”  A newvideo every Wednesday  Additional pieces of content in the rest of the week
  13. 13. THEEXECUTION Andone extremely memorable character.
  14. 14. THEEXECUTION
  15. 15. THEEXECUTION
  16. 16. THEEXECUTION
  17. 17. TADAAAM is: A local content initiative about experiences worth sharing
  18. 18. TADAAAM is: A way to draw in younger audiences
  19. 19. TADAAAM is: A way to eventually market directly through adigital product
  20. 20. But for now: TADAAAM is a vlog that showcases real life experiences that you can (and should) share with your friends. It’s about reminding ourselves that the best “viral video” is life.
  21. 21. RESULTS
  22. 22. 1.6 MILLION YouTubeviews (50%)
  23. 23. 350.000+ of which came from “Suggested Videos”. Another 390.000+ views came from browse features.
  24. 24. 29.000 subscribers (#1 brand channel in RO) (recently insisted on“subscribe”CTA)
  25. 25. 24.500likes/717dislikes(in YouTube) 48%mobile viewers, 52%desktop viewers
  26. 26. Organic contests reached up to 5.500 comments in 2 days.
  27. 27. 250.000 unique users engaged (25%)
  28. 28. Only 8% was predicted. 20%users activated the Giga Weekend option.
  29. 29. And all of this just 12 episodes in.
  30. 30. Brand/Show integration accepted by users
  31. 31. Andit’snotonlyonline
  32. 32. TVCampaign TV (weekend): https://www.youtube.com/watch?v=OEbfH_kpm6Y TV (Monday): https://www.youtube.com/watch?v=wd2h8Tuk1o0
  33. 33. Future • Refine the product • Introduce technological experiences • Expand to various platforms • Test, test, test • Have fun
  34. 34. Thankyou!

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