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A PLAN FOR CHUCK. A digitally integrated campaign for Charles Schwab | Summer 2012 PRESENTED TO YOU BY TEAM 5, EURO RSCG WORLDWIDE
WHO WE ARE | THE STORYTELLERS KATIE DONATELLI | ACCOUNT MGMT STEPHANIE YOON | STRATEGIC PLANNING WILL BOLOGNA | FINANCE AMAR MEHTA | ACCOUNT MGMT CLAIRE KIM | CREATIVE KYLE MCDONALD | PR & CORPORATE COMMUNICATIONS
THE CASE | SO THIS IS WHAT HAPPENED = ―RAR‖ | ―REFINED, AGED, & RETIRING‖ ―YUM‖ | ―YOUNG & UPWARDLY MOBILE‖
OUR CHALLENGE 1. GET OUR TARGET TO CONSIDER INVESTING NOW 2. GET OUR TARGET TO INVEST THROUGH CHARLES SCHWAB
BUSINESS OBJECTIVES 1. INCREASE NEW TO FIRM HOUSEHOLDS 2. INCREASE NEW NET ASSETS 3. BETTER THE RETENTION RATE OF YUMs
WHAT WE DID TO PREPARE MARKET ANALYSIS DISCOVERY PROCESS STRATEGIC DEVELOPMENT
RESEARCH METHODOLOGY 13 personal interviews with YUMs nationwide, of which 2 were employees at Charles Schwab One 2-hour in-store experience at the local Manhattan Charles Schwab 180+ hours of online secondary research with 3 consumer insight databases Sources: Mintel, BizJournals, Pew Resource Center
LET’S TALK ABOUT OUR AUDIENCE
YUM | FULL OF FINANCIAL POTENTIAL GROWTH Investin g 7% Saving 93% PRIMARY FINANCING METHODS Yes 20% Yes 40% “WOULD YOU LIKE TO GET ADVICE “DO YOU HAVE A FINANCIAL PLAN FROM A FINANCIAL Source: Mintel & BizJournals FOR YOUR PARENTS?” PROFESSIONAL?”
ANDREW THE YUM | FROM START TO FINISH
YUM | TARGET SEGMENTATION ―The All-Organic Enthusiast‖ 25 30 34 40 ―The Trendy Social Butterfly‖ ―The Family-Focused Techie‖
THE TARGET TARGET Self achievers that have full potential for financial growth but interact digitally instead of personally. BRAND CATEGORY
THE CATEGORY | TRENDING TO PERSONALIZATION DISCOUNT CHARLE FULL- BROKERAG S SERVICE E SCHWAB BROKERAGE Personal customer service Everyman investing
THE CATEGORY TARGET BRAND CATEGORY Competitors are encroaching on Chuck’s territory and want to focus on personalized service channels, forcing Chuck to be different.
BRAND | SWOT ANALYSIS • Established brand • Frustrating account awareness registration process • Business model’s • Complicated online emphasis on website navigation customer service • Negative media • Provide coverage towards Individualized Schwab attention to each client Strength Weakness • Importance of digital Opportunity Threat • Investors’ skepticism advertising of current and future • Wide category market spectrum • Conforming competitive landscape Source: Mintel, Biz Journals, Pew
BRAND | MIND MAP GUIDANCE& AFFORDABL REPUTATIO PERSONAL TRAINING PRESTIGE TOOLS UNDERSTANDING E N ATTENTION CUSTOME R- HONEST VALUE PERSONALIZ ORIENTED STABLE ED RESPECTED , CHARLE HANDSHAKE ESTABLISHE CONSISTEN TRADITIONA S D TRUSTWORTH T L RELIABLE SCHWA Y FRIENDLY B PROFESSIONA 5 SENSES SILK HYBRID L TIE GOURMET SUCCESS INNOVATIV SPEECH CAVIAR E REVOLUTIO FULL BUBBLE N SERVICE+DIS TALK TO COUNT PHONE MONEY COMMUNICATION CHUCK SERVICE
THE BRAND TARGET BRAND CATEGORY Chuck’s business model is already ahead of the game. Now, communicate it effectively and efficiently.
WHAT’S THE CURRENT HEAT? ― C H A R L E S S C H WA B I S M Y PA R E N T S ’ F I R M ‖
STRATEGIC IMPERATIVES CHUCK CHUCK T O D AY TOMORROW ― C O N V E R S AT I O N ‖ ―DIALOGUE‖ ―BUSINESS ―SUITS‖ CASUAL‖ ―OUT OF TOUCH‖ ―PLUGGED IN‖ ―GAMBLE‖ ―GAME PLAN‖ ― 2 0 0 0 & L AT E ‖ ―3008‖
ADOLESCENCE
MILESTONES
TARGET, CATEGORY & BRAND TARGET Self achievers that have full potential for financial growth but interact digitally instead of personally. BRAND CATEGORY Chuck’s business Competitors are model is already encroaching on ahead of the game. Chuck’s territory and Now, communicate it want to focus on effectively and personalized service efficiently. channels, forcing Chuck to be different.
THE CREATIVE BUSINESS IDEA TARGET BRAND RELEVANCE BRAND OPPORTUNTIY Cultivate a financial alliance with the Spark a dialogue that constructs the investor’s emerging generation of investors financial future GROWTH SPURT FOR THE NOVICE BRAND INVESTOR CATEGORY BRAND ADVANTAGE Continue to elevate your distinct hybrid position
CHUCK = THE YUM PERSONAL TRAINER
CREATIVE BRIEF ―Charles Schwab does not seem any different from the other brokerages.‖ ―I want to invest with Charles Schwab, because it is a relevant brand that understands my lifestyle and values.‖ Evolve Chuck’s conversation to make investing easier and more relevant to each novice investor. ―Chuck is my personal trainer, pushing my financial wealth into shape and leading me to reach my life goals.‖
For the last eight years, Charles Schwab has been the champion for the individual investor. Today, Charles Schwab wants to cultivate a new generation to meet their financial goals. WANT PLAN IT. TALK TO CHUCK. IT. Recognize what it is Take action to The first step in you truly desire. reach that goal. your plan to financial success.
CREATIVE ECO-SYSTEM | HOW IT WORKS STEP 1 | HYPE STEP 2 | STEP 3 | MICROSITE SCHWAB.COM+DM
CREATIVE STEP 2 | MICROSITE
startwithchuck.com
CREATIVE STEP 2 | MICROSITE
CREATIVE STEP 3 | FOLLOW UP
Make it Happen
CREATIVE STEP 1 | THE HYPE
TWITTER CAMPAIGN
ONLINE RADIO SPOT #1: (Woman): ―The perfect house for my family and I – the one I’ve always dreamt of, but how can I make it happen? I need to be sure…‖ If you want picket-fence, get off the fence. #2: (Man): ―In summer, I essentially live on my boat. I’ve always said I’d have a house on the river one day, but I’m still in the same apartment with my college roomies….‖ If you want waterfront, move away from the storefront. #3: (Couple): ―As soon as we got engaged, we envisioned a wedding on Waikiki Beach, but we just can’t find the time to make it happen…‖ If you want a destination wedding, do more than elope. At Charles Schwab, we understand that the idea timeline of your life differs from that of everyone else in the room. Get the financial advice you want with the perspective you need. Want it, plan it, Talk to Chuck.
MEDIA | SO WHERE WILL ALL THIS HAPPEN?
MEDIA | ECOSYSTEM DIGITAL Online Interactive Billboards at public spaces of top 4 DMAs Banners Online Newspapers/Magazines Bus Pandora/Spotify Radio stop, Subway, Airport Ads , Mall Ads OOH ―Want it. Plan it. Promoted TTC‖ microsite Twitter Trends ―Want it. Plan it. TTC‖ Storybook/Investing Handbook Mobile/Tablet DM
MEDIA | THE BREAKDOWN Budget Appropria ons by Medium 4% 9% Digital OOH 58% Produc on/DM 29% Con ngency
MEDIA | THE BUDGET Digital Medium Specifics $ Spent Make Your Digital OOH Medium Specifics $ Spent “Want it. Plan it. TTC” Site $6,000,000 Storybook/Timeline In top DMAs Traditional bus stop, Subway, $1,000,000 airport, mall ads Mobile/Tablet “Want it. Plan it. Talk to Chuck.” $2,000,000 Touch screen/take and App, Pandora, Spotify, Online Interactive OOH Ad $5,500,000 upload photo for “Want it. Magazines/Newspapers for Plan it. TTC.” Mobile/Tablet, iAds Total $6,500,000 Promoted Twitter Trends #whatdoyouwant $2,000,000 Banner Ads Facebook, WSJ, New York Times, $1,000,000 DM $ Spent Chicago Tribune, LA Times, Miami Herald, Cosmopolitan, Men’s “Want it. Plan it. TTC” Storybook/Investing Starter $500,000 (from Health Handbook Direct Mail Campaign production) Pandora & Spotify Ads (Can be for targeted $1,500,000 demographics) Total $500,000 Total $12,500,000 Production Contingency 2,000,000 $1,000,000 Total Q1-Q2 Campaign Budget $ 22,000,000
METRICS FOR SUCCESS # of YUMs who open up new Long-term accounts YUM retention rate Efficacy of media # of YUMs that placements (e.g. register through impressions, click- startwithchuck.com through rates, website hits, Google analytics, and social media sharing rate)
THE CAMPAIGN WORKS BECAUSE… DELIVERS THE PRACTICAL BENEFITS OF INVESTING WITH CHARLES SCHWAB BUT ALSO INTRODUCES CHANGED BRAND PERCEPTION TO THE TARGET AS A RELEVANT BRAND THAT UNDERSTANDS THEIR LIFESTYLES AND VALUES
WANT PLAN IT. TALK TO CHUCK. IT.
Interviewing Some YUMs Attaining background and insight
Maggy, 21 years old • Motivation for achieving financial success: ―I’m motivated to achieve financial success because that will be a natural byproduct when I achieve my goal of becoming a Physician’s Assistant.‖ • People to provide for: ―I want to be able to support my family and friends (those immediate to me now and my future family).‖ • Do you currently invest? YES, very recently • When did you start investing: ―About 2 weeks ago, actually. I was setting up my retirement and my financial advisor wants me to play the stock market with this fund.‖ • What are you currently investing in? ―My broker/financial advisor will select my • Single, no dependents investments, but I know they will be big brand • Full-time student in 5-yr. PA names (eg. Facebook, Apple, etc.) program • Do you have a broker? YES, ―He’s my cousin and I really trust his professional • Part-time home care health opinion.‖ aid • Have you heard of Charles Schwab?: ―Yes, but I’m not sure of any true associations with the company. I started investing based on recommendations from my family’s financial advisor/broker.‖
Christine, 38 years old • • Are there people in your life that you want to provide for? ―I live with my boyfriend and we split costs for the condo we live in and all other expenses, including our daughter. I really • only think about the health and security of us three.‖ Single, living with boyfriend, 5 • Where do you primarily get your financial advice year-old daughter from?―Mostly learning over the years from peers and common knowledge of knowing to save. When it comes to buying stocks I only do so when I hear news from others I trust, when I was younger I worked closely with a broker but Partner/owner and hairstylist • not anymore. at a salon Do any of your family members (especially parents) invest? How aware are you of their investment habits? • Both retired and live on pension and/or social security. • Do you currently invest? Yes “When I was younger and What are you currently investing in? Index mutual fund • with Vanguard and staple stocks such as Disney and J&J single I felt like I had the Do you have a broker or are you an independent investor? When I was younger and single and the market ability and more money to play was much better (2000) I worked closely with my own broker who was close friend of mine and worked for Raymond around with so I bought and James. He got me involved because he knew about stocks • and it was easy to get started. sold a lot of stocks and held Have you heard of investment brokerages? What comes hedge funds. Now that I have a to mind when you think about them?Knows and/or has heard about a few..E*trade is a discount broker, Merrill Lynch daughter to care for and has been around longer and is for larger purchases working • closely with a broker. bigger bills my money is • Have you heard of Charles Schwab? Yes invested in safer long term What are the first three things that come to your mind funds.” when you are thinking about CS? Talk to Chuck, Don’t know many or any people that use CS, therefore I wouldn’t switch to it
Pete, 35 years old • Motivation for achieving financial success: ―Not particularly, however, I do want to live a good life and be able to stay busy.‖ • People to provide for: ―I want to be able to provide for my wife , and eventually, my parents.‖ • Do you currently invest? Yes, in a 401K. • When did you start investing: ―Maybe 5 years ago.‖ • Do you have a broker? ―Mapstone—my business uses it and it is part of AXA Advisors.‖ • Married, no dependents • Have you heard of Charles Schwab?: • Small business owner ―Yes…’Talk to Chuck.’‖ “The thing I can’t stand is when • 3 First Things That Come to Mind: ―Talk to Chuck, financial investment, retirement brokers call my business to try to plannings.‖ get me to switch over. Before I • Opinions of Company: ―Charles Scwab seems reputable.‖ owned the business, they would always pronounce the owner’s • Opinion on Investing When Young: ―Until you can put the maximum amount into your name wrong, didn’t know 401K at a time, there’s no real need for anything else. From what I understand, after anything about us, and it was just talking to my financial advisor, it’s all about life extremely impersonal feeling.” insurance. You can get so much out of that.‖
Carrie, 34 years old • Do you currently invest? “Yes, in a 401K. My company also uses ESOP.‖ • When did you start investing: ―8 years ago.‖ • Do you have a broker? ―ESOP.‖ • Have you heard of • Married, no dependents Charles Schwab?: ―Yes.‖ • Human Resources Manager/Recruiter • 3 First Things That Come to Mind: money, investment, big corporation
Adam, 25 years old • Do you currently invest? “Yes, in a 403B • Do you have a broker? ―DWS Financial Services— my employer uses them.‖ • Have you heard of Charles Schwab?: ―Yes.‖ • 3 First Things That Come to Mind: their • Single, no dependents commercials, financial • Research Technician management, their • Med student marketing
Farbod, 30 years old • • Do you currently invest?: Yes, within past year • • What are you currently investing in?: 20% Single, no dependents shares in Apple, 25% in Facebook, and 50-55% on Coke, Boeing, and Sirius. Some more. • • Do you have a broker?: No, Independent Iranian investor • Why do you choose to invest independently?: • Computer Sales for a start-up Just started and is on a "minimal level". Because he only has a handful of stocks, he didn't think it was necessary. Researched online, read a Jim Income: $100k+ Kramer book. May take on a broker when he expands his holdings. Key attributes when looking for a • What mainly influences your investment decisions?: Googling, reading, personal brokerage: Proof of success. Wants to research. talk to someone that can prove their • Have you heard of investment brokerages? success. They do not have to be relatable What comes to mind when you think about and young but someone who knows what them?: Not much, no real opinion: He used E- trade in the past, but it was online and not they are talking about. They have to be in someone you go to. He doesn't really have an touch with today's market. Older is better opinion either way. because that is someone he can more • Have you heard of Charles Schwab? Yes. likely trust. • What are the first three things that come to • your mind when you are thinking about CS? investing, money, retirement Motivation for Financial Success: Family and • Brand Perceptions: reputable, (prodded to • parents, wants to retire at an earlier age than the remember "Talk to Chuck" ads). It's a sold normal age for retiring (ex. 63 years old). brand, but he has no opinion on it because he just Financial advice: Researches himself does not know enough. • online, knows most sites are not reputable, uses • How comfortable are you investing currently?: Google anyways Not super comfortable, doesn’t know what’s going Do any of your family members (especially on. parents) invest?: No one in his family.
Carlos, 32 years old • • Do you have a motivation for achieving financial success? And what do you perceive that success to be? ―Of course I have motiviation for financial success, but I live alone and I don’t take my parents into consideration Single, no when it comes to financial security. I do have in mind the • possibility of taking care of a child in the future.‖ dependents • Where do you primarily get your financial advice from? ―From myself with my own research on my own time. I use sites like finance.yahoo and any news I read. Junior Accountant • Do any of your family members (especially parents) invest? How aware are you of their investment habits? Both Parents are not involved investing. “For the simple trades I’m • • Do you currently invest? Yes What are you currently investing in? Two stocks, Bank of doing I don’t need to pay America and Fusion-io • Do you have a broker or are you an independent someone to make a trade for investor? Uses Scottrade and barely has ever spoken to a broker except for purchase and sell occasions. Speaks to a me. Plus I decide what I want different person every time, doesn’t even know broker’s to buy before I even go to the name. • What mainly influences your investment decisions? ―I Scottrade website.” feel like I know how to manage my own money well and investing will make my life in the future more financially secure.‖ • Have you heard of investment brokerages? Yes, knows “ Scottrade is just easy and the basics: E*trade is online, Merrill Lynch is more established. cheap, I don’t make many • Have you heard of Charles Schwab? Yes, knows ―Talk to Chuck‖ but not much else trades so when I do being able • -What are the first three things that come to your mind when you are thinking about CS? Discount broker, One to simply go online and click a of the original brokerage firms (false), more service based few buttons is best for me.” than Scottrade
CASE STUDIES
Brand/Client: Microsoft Bing Lead Agency: Droga 5 Recognition: 2012 Gold Effie Winner Case Study Video: http://www.youtube.com/watch?v=XNic4wf8AYg Challenge Ongoing fierce rivalry between Microsoft and Google, mostly in Google’s favor when it comes to search engine tools. Despite a large, mass media advertising campaign after its launch, Bing’s share was below 10%, while Google maintained a dominant position over 70%.
Opportunity ―Informed searchers‖ and ―connected socializers,‖ shich together account for 20% of all users and 47% of all searches. Two micro-segments within these groups to target: teens and African Americans Objectives Shift perception of Bing and drive usage of the core search product among a younger target and African Americans in particular. Drive sustained online buzz with at least 1600 positive mentions and a positive sentiment score of 10%. Big Idea A month-long interactive game experience that played out all over the world by putting every page from Jay-Z’s autobiography in a different location based on the content of the page, and connected them all together with Bing Search & Maps. Results Market share: increase to 11.8% (highest point since its launch in 2009). Bing entered Top 10 Most Visited U.S. Websites list for the first time. Majority of site visitors (75%) fell into the targeted segments: 71% of site visitors were between the ages of 15-34 and 32% were African American. A total of 8,983 social media mentions with aggregate positive sentiment at 9%, above the Bing average.
Brand/Client: US Postal Services Leading Agency: Draft FCB Recognition: 2012 Silver Effie Winner in SME Retailer Re-Staging Challenge ● PO Boxes experienced declining revenue for 3 consecutive years - 34% were vacant ● It was time to re-launch a 200-year-old brand ● ―Make a PO Box Relevant in Today’s Electronic World‖ Opportunity ● "Your Other Address" established the PO Box as your privacy getaway and helped to elevate it from a grudge purchase to aspirational Objective ● Each element along our activation path reframed the consumer's perception in a disruptive manner ● It launched in four key markets and 1,100 Post Offices for a 20-week period. Results ● The downward trend was reversed, test markets outperformed control markets for 16 straight weeks. Welcome to Your Other Address Case Study Video ● http://www.effie.org/winners/showcase/2012/6599
Brand/Client: Volvo Leading Agency: Euro RSCG NY Challenge ● Volvo wanted the release of its S60 to get noticed. Its campaign needed to generate a lot of buzz, expand its consumer base by appealing to a younger demographic in high-income households, and reinvent the brand's identity. Volvo needed an online marketing solution to promote the S60 in an interactive and engaging way that would make it stand out from the competition. Objective ● Drive awareness, recommendation and purchase intent for the S60 model ● Position the S60 model as a luxurious option for high income households ● Create groundbreaking ads to set Volvo's brand apart in a competitive car industry Strategy ● Volvo's branding strategy was to engage consumers by creating an integrated cross-platform campaign, on mobile and desktop, with unique, captivating ads. They used large ad formats such as the YouTube homepage masthead, interactive mobile videos and rich media to invoke emotional response from their target audience, and deliver a high impact message. The campaign specifically targeted smartphone owners, a demographic likely to have higher household incomes and be in the market for a vehicle like the S60. Results ● use cutting-edge media technologies helped it reinvent the company's image. ● Business ○ 88% increase in purchase intent 78% rise in recommendation intent ○ 240% brand favorability increase ○ Very positive press coverage for the campaign - online ○ and on TV ● YouTube ○ 9.6% interaction rate on masthead unit, compared with a 2.1% industry standard ○ 149% lift in brand queries on YouTube for Volvo ○ Volvo's website traffic rose by 293% ● AdMob ○ Exceeded average mobile campaign brand lift by 11x* ○ Average user interaction with ads was 1 minute, which is 20% higher than the industry norm. * In Brand Metrics of Aided Awareness, Brand Favorability and Purchase Intent. Source: Insight Express Study, Dec 2010, n=125 Case Study Video ● http://www.google.com/adwords/watchthisspace/case-studies/volvo/
Brand/Client: Old Spice Lead Agency: Wieden+Kennedy Challenge · Founded in 1938 Old Spice had made little progress expanding in the market up until the late 2000’s · Other competitors such as Axe have dominated the market of younger users and generic brands such as speed stick directly compete in the general population Opportunity Old Spice had a lot of room to grow in media nearly untapped by other competitors Realized that their target market are heavy social media users Target market appreciates quick, witty video segments Objectives Change perception of Old Spice from Grandfather’s deodorant to your deodorant Promote ―Original‖ product as an Old Spice staple and allow new products to grow within very willing younger demographic Grow and promote within social media, gaining share from direct competitors
Big Idea Classic Scent- ―The original. If your grandfather hadn’t worn it, you wouldn’t exist.‖ ―The man your man could smell like‖ · addressing the viewer in confident, rapid-fire monologues which promote the benefit of using Old Spice products. While reciting the monologues, Mustafa progresses through various activities, locations, costumes, and/or extraordinary situations, all while maintaining constant eye-contact with the camera, and a nonchalant demeanor. The advertisements typically feature a surprise ending. Results sparked an Internet phenomenon, reaching more people than Procter & Gamble (Old Spice's parent company) could have possibly fathomed. The ad amassed 220,000 YouTube views in the few short hours after the Super Bowl, and the video continually gained about 100,000 views every few hours. Even comments on sites like 4Chan and YouTube were overwhelmingly positive. The video had gone officially viral. In 48 hours, Old Spice earned nearly 11 million video views, and gained about 29,000 new Facebook fans and 58,000 new Twitter followers. (Marathon or responses) The New York Daily News gave the initial ad a favorable mention, citing Mustafa's "wildly smug, cool-cat smooth dude persona", which "helped make the cologne commercial pop. People magazine's Blane Bachelor called Mustafa's monologue "sharply scripted" and his character "smug, and over the top". The commercial was a hit on video-sharing websites, such as YouTube, where it had already received over 34,700,000 views by August 6, 2011 In June 2010 the ad won the Grand Prix for film at the Cannes Lions International Advertising Festival, and in July 2010 it won a Primetime Emmy Award for Outstanding Commercial.
Scottrade Website The entire site is tab oriented with descriptions of each service that Scottrade offers, most importantly on every page with information there is an “Open a New Account” link that brings you to the registration page. • The Home page displays the three main functionalities that the website should provide: 1) Why , how and a direct route to opening a new account. 2) Streaming quotes and current markets activities 3) Informational tools such as how to find the closest office, links to educational pages and how to use the mobile app. Each tab is a gateway to a different service of Scottrade. within each tab different options are provided, whether it be how to use the mobile app with blackberry vs. iPhone or different platforms you can use when trading online. • The knowledge Center has generic education with videos and links. These are not specifically tailored to Scottrade, rather they are guides of how to manage your taxes or the option to subscribe to KnowHow News which offers timely articles with expert perspectives on investing.
Scottrade Twitter Page • 5,351 Tweets (7/12/12) • 15,391 Followers (7/12/12) • 4,876 Following (7/12/12) • Welcome! @Scottrade is your source for the latest news, updates, special events and customer feedback. • They follow employees, clients, other financial analysts and prominent figures such as late Steve Jobs • Images consist of employees helping out the community, platform screenshots and a map of Scottrade locations. • Similar to the facebook page posts have links to interesting financial articles, others have quick hints for investing.
Scottrade Facebook Page • 28,626 likes (7/12/12) • 276 talking about Scottrade (7/12/12) • Most of the posts are quick tips and current reminders about the best way to learn about options trading or that the market will be closing early. • Posts by others are mostly questions for Scottrade. Simple ones such as “if I live in Nigeria how do I wire transfer my money?” or “I‟m getting an error while launching Scottrader, can anyone help?” • Most other posts by Scottrade consist of links to videos or informational webpages. • Scottrade attempts to interact with their customer by posting fill in the blank sentences that nearly everyone would have an opinion on.
Scottrade Youtube Channel • 942 Subscribers (7/12/12) • 159 Total Videos (7/12/12) • 1,027,439 Total Views (7/12/12) • Most of the videos on the Scottrade Youtube channel are educational. There are playlists of informational videos for each division and service that Scottrade offers. Simply described, these educational videos are PowerPoint presentations with a member of the Scottrade Educational Team speaking to the audience. • There are other playlists of advertising campaigns consisting of 30 second spots of “I’m with Scottrade” • Other playlists consist of streaming quotes from happy customers, employees describing their careers and behind the scenes of the success of various promotions.
Charles Schwab Website • Schwab.com • Client Login Website • Series of Blogs Personal Side of Money Aboutschwab.com Shares personal Schwab stories and experiences Schwab Talk Poll—"Advice from Mom" 20%: “money saved, money earned” 45%: “$ doesn‟t grow on trees” 3%” “spend like no tomorrow” 9%: “give generously to those in need” 23%: “wait for it to go on sale” • Blogs provide helpful information and sense of personal relevance, found most easily through twitter links, but could be easier to find • Schwab.com could direct people exactly how to start investing (and learn about it) with "quick-start" option
Schwab Twitter Handles @CharlesSchwab –23,302 followers • Provides insight for personal finance matters • Links to articles of interest • Both from Schwab itself and financial news sites • Tweets initialed by poster=emphasis on the personal investor @SchwabService—2,135 followers • 5 interactions since 8/31/2010 • Helps with questions and info about Schwab • @SchwabService could be deleted *@CharlesSchwab functions well
Schwab Facebook Page 51,186 fans, 172 talking about this): • Interact often with the “Oh Chuck! I Blew My Cash” promotion. • Provide mainly positive reviews of Chuck Is this controlled by the “Rules/Guidelines" established and suggested for users of the page? NEGATIVE COMMENTS SUGGEST NOT • Ask questions about investing and technical difficulties with the website • Schwab provides feedback to the user in a personal manner • Initials of the Schwab page administrator are provided with each reply comment • Helpful links, numbers, and tips are suggested to help fan solve the issue or resolve their question Nonprofits Schwab has contributed money or time to provide links to articles where Schwab has helped “do good” for them • Schwab provides links to articles/blogs/videos through their websites and other places to provide insight on financial issues and the corporation itself • Schwab‟s dependable, respected image is maintained through the Facebook page.
Schwab Youtube Channel Video Sections: "Oh Chuck! I Blew My Cash Submissions Financial Help Community & Financial Literacy Active Trader Advisor Services • Videos in a variety of tones also provide a variety of useful information to inform the consumer • Interactive AND Informational channel
Schwab Mobile • Schwab Advisor Center No ratings • Schwab Workplace Retirement 2 of 5 stars (5 ratings) • Schwab Mobile 3 of 5 stars (57 ratings) Could maybe provide advice as well Many reviews say the app crashes frequently • Schwab should rely solely on Schwab Mobile app--others not used and must not be what the consumer is looking for; with focus on one app, service and reviews could improve
Fidelity Website The initial screen of the website isn't very welcoming; while 'Why Fidelity' may be a positive way to make an impression to especially first-time users, the first impression isn't very user-friendly. • Main Functionalities: • -Links to its social media/mobile platforms (Facebook, Twitter, YouTube, mobile app, nearest investor center locator) • Horizontal tabs on top of website that indicates variety of services and info • Main functionalities' content deals with o 1. Why Fidelity (differentiation) o 2. Customer Reviews (brand loyalty) o 3. Market Insights (research & information) o 4. 200 Free Trades (getting your bang for your buck) • No specific service that targets specifically to YUMs
Fidelity Twitter Page •1,732 tweets (7.12.2012) •50,038 followers (7.12.2012) •Compared to Facebook, Fidelity‟s Twitter account has little individual conversations with users. More one- way activities. •Headline news about recent trends in the market. •A lot of the images are shared with those on its Facebook page. No additional value that uniquely pertains to its Twitter handle. •Ultimate purpose is again, to lead its viewers to the main website.
Fidelity Facebook Page •58,361 (7.12.2012) •419 talking about this (7.12.2012) •Posts are financial market news that are mostly linked to Fidelity‟s website; tutorial videos about investing and similar services that Fidelity provides. •Photos posted are mainly about Fidelity‟s community service activities and visuals (graphs, infographics, charts) about financial market. •All sections of Facebook all connects to either main website or phone service; the „Need Help‟ tab provides direct option link to contact a representative by either e-mail or chat. •Fidelity also performs active customer service to users who talk about Fidelity on Facebook by commenting on their posts, especially when it pertains complaints about the firm‟s services.
Fidelity Youtube Channel •173 subscribers (7.12.2012) •196,784 video views (7.12.2012) •25 videos (7.12.2012) Mainly videos about current market trends, tutorial videos from Fidelity speaking about recent news and how that would affect investors (ex. Medical care)
Fidelity on Mobile Provides diverse options to track, check, and trade on mobile. Would be especially useful to heavy users who are also on the go, and/or users of a younger and more tech-savvy demographic who'd prefer instant information rather than waiting on the phone or physically visiting the store. While there is no clear quantitative data on the usage rate and sentiment, the options still show that Fidelity is tech-conscious and is making an effort to accommodate different platforms for its users. -Mobile options as a potentially appealing aspect to YUMs who are searching for a brokerage for the first time?

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Charles_Schwab_YUM_Presentation

  • 1.
    A PLAN FORCHUCK. A digitally integrated campaign for Charles Schwab | Summer 2012 PRESENTED TO YOU BY TEAM 5, EURO RSCG WORLDWIDE
  • 2.
    WHO WE ARE| THE STORYTELLERS KATIE DONATELLI | ACCOUNT MGMT STEPHANIE YOON | STRATEGIC PLANNING WILL BOLOGNA | FINANCE AMAR MEHTA | ACCOUNT MGMT CLAIRE KIM | CREATIVE KYLE MCDONALD | PR & CORPORATE COMMUNICATIONS
  • 3.
    THE CASE |SO THIS IS WHAT HAPPENED = ―RAR‖ | ―REFINED, AGED, & RETIRING‖ ―YUM‖ | ―YOUNG & UPWARDLY MOBILE‖
  • 4.
    OUR CHALLENGE 1. GETOUR TARGET TO CONSIDER INVESTING NOW 2. GET OUR TARGET TO INVEST THROUGH CHARLES SCHWAB
  • 5.
    BUSINESS OBJECTIVES 1.INCREASE NEW TO FIRM HOUSEHOLDS 2. INCREASE NEW NET ASSETS 3. BETTER THE RETENTION RATE OF YUMs
  • 6.
    WHAT WE DIDTO PREPARE MARKET ANALYSIS DISCOVERY PROCESS STRATEGIC DEVELOPMENT
  • 7.
    RESEARCH METHODOLOGY 13 personal interviews with YUMs nationwide, of which 2 were employees at Charles Schwab One 2-hour in-store experience at the local Manhattan Charles Schwab 180+ hours of online secondary research with 3 consumer insight databases Sources: Mintel, BizJournals, Pew Resource Center
  • 8.
    LET’S TALK ABOUTOUR AUDIENCE
  • 9.
    YUM | FULLOF FINANCIAL POTENTIAL GROWTH Investin g 7% Saving 93% PRIMARY FINANCING METHODS Yes 20% Yes 40% “WOULD YOU LIKE TO GET ADVICE “DO YOU HAVE A FINANCIAL PLAN FROM A FINANCIAL Source: Mintel & BizJournals FOR YOUR PARENTS?” PROFESSIONAL?”
  • 10.
    ANDREW THE YUM| FROM START TO FINISH
  • 11.
    YUM | TARGETSEGMENTATION ―The All-Organic Enthusiast‖ 25 30 34 40 ―The Trendy Social Butterfly‖ ―The Family-Focused Techie‖
  • 12.
    THE TARGET TARGET Self achievers that have full potential for financial growth but interact digitally instead of personally. BRAND CATEGORY
  • 13.
    THE CATEGORY |TRENDING TO PERSONALIZATION DISCOUNT CHARLE FULL- BROKERAG S SERVICE E SCHWAB BROKERAGE Personal customer service Everyman investing
  • 14.
    THE CATEGORY TARGET BRAND CATEGORY Competitors are encroaching on Chuck’s territory and want to focus on personalized service channels, forcing Chuck to be different.
  • 15.
    BRAND | SWOTANALYSIS • Established brand • Frustrating account awareness registration process • Business model’s • Complicated online emphasis on website navigation customer service • Negative media • Provide coverage towards Individualized Schwab attention to each client Strength Weakness • Importance of digital Opportunity Threat • Investors’ skepticism advertising of current and future • Wide category market spectrum • Conforming competitive landscape Source: Mintel, Biz Journals, Pew
  • 16.
    BRAND | MINDMAP GUIDANCE& AFFORDABL REPUTATIO PERSONAL TRAINING PRESTIGE TOOLS UNDERSTANDING E N ATTENTION CUSTOME R- HONEST VALUE PERSONALIZ ORIENTED STABLE ED RESPECTED , CHARLE HANDSHAKE ESTABLISHE CONSISTEN TRADITIONA S D TRUSTWORTH T L RELIABLE SCHWA Y FRIENDLY B PROFESSIONA 5 SENSES SILK HYBRID L TIE GOURMET SUCCESS INNOVATIV SPEECH CAVIAR E REVOLUTIO FULL BUBBLE N SERVICE+DIS TALK TO COUNT PHONE MONEY COMMUNICATION CHUCK SERVICE
  • 17.
    THE BRAND TARGET BRAND CATEGORY Chuck’s business model is already ahead of the game. Now, communicate it effectively and efficiently.
  • 18.
    WHAT’S THE CURRENTHEAT? ― C H A R L E S S C H WA B I S M Y PA R E N T S ’ F I R M ‖
  • 19.
    STRATEGIC IMPERATIVES CHUCK CHUCK T O D AY TOMORROW ― C O N V E R S AT I O N ‖ ―DIALOGUE‖ ―BUSINESS ―SUITS‖ CASUAL‖ ―OUT OF TOUCH‖ ―PLUGGED IN‖ ―GAMBLE‖ ―GAME PLAN‖ ― 2 0 0 0 & L AT E ‖ ―3008‖
  • 20.
  • 21.
  • 22.
    TARGET, CATEGORY &BRAND TARGET Self achievers that have full potential for financial growth but interact digitally instead of personally. BRAND CATEGORY Chuck’s business Competitors are model is already encroaching on ahead of the game. Chuck’s territory and Now, communicate it want to focus on effectively and personalized service efficiently. channels, forcing Chuck to be different.
  • 23.
    THE CREATIVE BUSINESSIDEA TARGET BRAND RELEVANCE BRAND OPPORTUNTIY Cultivate a financial alliance with the Spark a dialogue that constructs the investor’s emerging generation of investors financial future GROWTH SPURT FOR THE NOVICE BRAND INVESTOR CATEGORY BRAND ADVANTAGE Continue to elevate your distinct hybrid position
  • 24.
    CHUCK = THEYUM PERSONAL TRAINER
  • 25.
    CREATIVE BRIEF ―Charles Schwabdoes not seem any different from the other brokerages.‖ ―I want to invest with Charles Schwab, because it is a relevant brand that understands my lifestyle and values.‖ Evolve Chuck’s conversation to make investing easier and more relevant to each novice investor. ―Chuck is my personal trainer, pushing my financial wealth into shape and leading me to reach my life goals.‖
  • 26.
    For the lasteight years, Charles Schwab has been the champion for the individual investor. Today, Charles Schwab wants to cultivate a new generation to meet their financial goals. WANT PLAN IT. TALK TO CHUCK. IT. Recognize what it is Take action to The first step in you truly desire. reach that goal. your plan to financial success.
  • 27.
    CREATIVE ECO-SYSTEM |HOW IT WORKS STEP 1 | HYPE STEP 2 | STEP 3 | MICROSITE SCHWAB.COM+DM
  • 28.
    CREATIVE STEP 2| MICROSITE
  • 29.
  • 30.
    CREATIVE STEP 2| MICROSITE
  • 38.
    CREATIVE STEP 3| FOLLOW UP
  • 41.
  • 42.
    CREATIVE STEP 1| THE HYPE
  • 48.
  • 49.
    ONLINE RADIO SPOT #1:(Woman): ―The perfect house for my family and I – the one I’ve always dreamt of, but how can I make it happen? I need to be sure…‖ If you want picket-fence, get off the fence. #2: (Man): ―In summer, I essentially live on my boat. I’ve always said I’d have a house on the river one day, but I’m still in the same apartment with my college roomies….‖ If you want waterfront, move away from the storefront. #3: (Couple): ―As soon as we got engaged, we envisioned a wedding on Waikiki Beach, but we just can’t find the time to make it happen…‖ If you want a destination wedding, do more than elope. At Charles Schwab, we understand that the idea timeline of your life differs from that of everyone else in the room. Get the financial advice you want with the perspective you need. Want it, plan it, Talk to Chuck.
  • 50.
    MEDIA | SOWHERE WILL ALL THIS HAPPEN?
  • 51.
    MEDIA | ECOSYSTEM DIGITAL Online Interactive Billboards at public spaces of top 4 DMAs Banners Online Newspapers/Magazines Bus Pandora/Spotify Radio stop, Subway, Airport Ads , Mall Ads OOH ―Want it. Plan it. Promoted TTC‖ microsite Twitter Trends ―Want it. Plan it. TTC‖ Storybook/Investing Handbook Mobile/Tablet DM
  • 52.
    MEDIA | THEBREAKDOWN Budget Appropria ons by Medium 4% 9% Digital OOH 58% Produc on/DM 29% Con ngency
  • 53.
    MEDIA | THEBUDGET Digital Medium Specifics $ Spent Make Your Digital OOH Medium Specifics $ Spent “Want it. Plan it. TTC” Site $6,000,000 Storybook/Timeline In top DMAs Traditional bus stop, Subway, $1,000,000 airport, mall ads Mobile/Tablet “Want it. Plan it. Talk to Chuck.” $2,000,000 Touch screen/take and App, Pandora, Spotify, Online Interactive OOH Ad $5,500,000 upload photo for “Want it. Magazines/Newspapers for Plan it. TTC.” Mobile/Tablet, iAds Total $6,500,000 Promoted Twitter Trends #whatdoyouwant $2,000,000 Banner Ads Facebook, WSJ, New York Times, $1,000,000 DM $ Spent Chicago Tribune, LA Times, Miami Herald, Cosmopolitan, Men’s “Want it. Plan it. TTC” Storybook/Investing Starter $500,000 (from Health Handbook Direct Mail Campaign production) Pandora & Spotify Ads (Can be for targeted $1,500,000 demographics) Total $500,000 Total $12,500,000 Production Contingency 2,000,000 $1,000,000 Total Q1-Q2 Campaign Budget $ 22,000,000
  • 54.
    METRICS FOR SUCCESS # of YUMs who open up new Long-term accounts YUM retention rate Efficacy of media # of YUMs that placements (e.g. register through impressions, click- startwithchuck.com through rates, website hits, Google analytics, and social media sharing rate)
  • 55.
    THE CAMPAIGN WORKSBECAUSE… DELIVERS THE PRACTICAL BENEFITS OF INVESTING WITH CHARLES SCHWAB BUT ALSO INTRODUCES CHANGED BRAND PERCEPTION TO THE TARGET AS A RELEVANT BRAND THAT UNDERSTANDS THEIR LIFESTYLES AND VALUES
  • 56.
    WANT PLAN IT. TALK TO CHUCK. IT.
  • 59.
  • 60.
    Maggy, 21 yearsold • Motivation for achieving financial success: ―I’m motivated to achieve financial success because that will be a natural byproduct when I achieve my goal of becoming a Physician’s Assistant.‖ • People to provide for: ―I want to be able to support my family and friends (those immediate to me now and my future family).‖ • Do you currently invest? YES, very recently • When did you start investing: ―About 2 weeks ago, actually. I was setting up my retirement and my financial advisor wants me to play the stock market with this fund.‖ • What are you currently investing in? ―My broker/financial advisor will select my • Single, no dependents investments, but I know they will be big brand • Full-time student in 5-yr. PA names (eg. Facebook, Apple, etc.) program • Do you have a broker? YES, ―He’s my cousin and I really trust his professional • Part-time home care health opinion.‖ aid • Have you heard of Charles Schwab?: ―Yes, but I’m not sure of any true associations with the company. I started investing based on recommendations from my family’s financial advisor/broker.‖
  • 61.
    Christine, 38 yearsold • • Are there people in your life that you want to provide for? ―I live with my boyfriend and we split costs for the condo we live in and all other expenses, including our daughter. I really • only think about the health and security of us three.‖ Single, living with boyfriend, 5 • Where do you primarily get your financial advice year-old daughter from?―Mostly learning over the years from peers and common knowledge of knowing to save. When it comes to buying stocks I only do so when I hear news from others I trust, when I was younger I worked closely with a broker but Partner/owner and hairstylist • not anymore. at a salon Do any of your family members (especially parents) invest? How aware are you of their investment habits? • Both retired and live on pension and/or social security. • Do you currently invest? Yes “When I was younger and What are you currently investing in? Index mutual fund • with Vanguard and staple stocks such as Disney and J&J single I felt like I had the Do you have a broker or are you an independent investor? When I was younger and single and the market ability and more money to play was much better (2000) I worked closely with my own broker who was close friend of mine and worked for Raymond around with so I bought and James. He got me involved because he knew about stocks • and it was easy to get started. sold a lot of stocks and held Have you heard of investment brokerages? What comes hedge funds. Now that I have a to mind when you think about them?Knows and/or has heard about a few..E*trade is a discount broker, Merrill Lynch daughter to care for and has been around longer and is for larger purchases working • closely with a broker. bigger bills my money is • Have you heard of Charles Schwab? Yes invested in safer long term What are the first three things that come to your mind funds.” when you are thinking about CS? Talk to Chuck, Don’t know many or any people that use CS, therefore I wouldn’t switch to it
  • 62.
    Pete, 35 yearsold • Motivation for achieving financial success: ―Not particularly, however, I do want to live a good life and be able to stay busy.‖ • People to provide for: ―I want to be able to provide for my wife , and eventually, my parents.‖ • Do you currently invest? Yes, in a 401K. • When did you start investing: ―Maybe 5 years ago.‖ • Do you have a broker? ―Mapstone—my business uses it and it is part of AXA Advisors.‖ • Married, no dependents • Have you heard of Charles Schwab?: • Small business owner ―Yes…’Talk to Chuck.’‖ “The thing I can’t stand is when • 3 First Things That Come to Mind: ―Talk to Chuck, financial investment, retirement brokers call my business to try to plannings.‖ get me to switch over. Before I • Opinions of Company: ―Charles Scwab seems reputable.‖ owned the business, they would always pronounce the owner’s • Opinion on Investing When Young: ―Until you can put the maximum amount into your name wrong, didn’t know 401K at a time, there’s no real need for anything else. From what I understand, after anything about us, and it was just talking to my financial advisor, it’s all about life extremely impersonal feeling.” insurance. You can get so much out of that.‖
  • 63.
    Carrie, 34 yearsold • Do you currently invest? “Yes, in a 401K. My company also uses ESOP.‖ • When did you start investing: ―8 years ago.‖ • Do you have a broker? ―ESOP.‖ • Have you heard of • Married, no dependents Charles Schwab?: ―Yes.‖ • Human Resources Manager/Recruiter • 3 First Things That Come to Mind: money, investment, big corporation
  • 64.
    Adam, 25 yearsold • Do you currently invest? “Yes, in a 403B • Do you have a broker? ―DWS Financial Services— my employer uses them.‖ • Have you heard of Charles Schwab?: ―Yes.‖ • 3 First Things That Come to Mind: their • Single, no dependents commercials, financial • Research Technician management, their • Med student marketing
  • 65.
    Farbod, 30 yearsold • • Do you currently invest?: Yes, within past year • • What are you currently investing in?: 20% Single, no dependents shares in Apple, 25% in Facebook, and 50-55% on Coke, Boeing, and Sirius. Some more. • • Do you have a broker?: No, Independent Iranian investor • Why do you choose to invest independently?: • Computer Sales for a start-up Just started and is on a "minimal level". Because he only has a handful of stocks, he didn't think it was necessary. Researched online, read a Jim Income: $100k+ Kramer book. May take on a broker when he expands his holdings. Key attributes when looking for a • What mainly influences your investment decisions?: Googling, reading, personal brokerage: Proof of success. Wants to research. talk to someone that can prove their • Have you heard of investment brokerages? success. They do not have to be relatable What comes to mind when you think about and young but someone who knows what them?: Not much, no real opinion: He used E- trade in the past, but it was online and not they are talking about. They have to be in someone you go to. He doesn't really have an touch with today's market. Older is better opinion either way. because that is someone he can more • Have you heard of Charles Schwab? Yes. likely trust. • What are the first three things that come to • your mind when you are thinking about CS? investing, money, retirement Motivation for Financial Success: Family and • Brand Perceptions: reputable, (prodded to • parents, wants to retire at an earlier age than the remember "Talk to Chuck" ads). It's a sold normal age for retiring (ex. 63 years old). brand, but he has no opinion on it because he just Financial advice: Researches himself does not know enough. • online, knows most sites are not reputable, uses • How comfortable are you investing currently?: Google anyways Not super comfortable, doesn’t know what’s going Do any of your family members (especially on. parents) invest?: No one in his family.
  • 66.
    Carlos, 32 yearsold • • Do you have a motivation for achieving financial success? And what do you perceive that success to be? ―Of course I have motiviation for financial success, but I live alone and I don’t take my parents into consideration Single, no when it comes to financial security. I do have in mind the • possibility of taking care of a child in the future.‖ dependents • Where do you primarily get your financial advice from? ―From myself with my own research on my own time. I use sites like finance.yahoo and any news I read. Junior Accountant • Do any of your family members (especially parents) invest? How aware are you of their investment habits? Both Parents are not involved investing. “For the simple trades I’m • • Do you currently invest? Yes What are you currently investing in? Two stocks, Bank of doing I don’t need to pay America and Fusion-io • Do you have a broker or are you an independent someone to make a trade for investor? Uses Scottrade and barely has ever spoken to a broker except for purchase and sell occasions. Speaks to a me. Plus I decide what I want different person every time, doesn’t even know broker’s to buy before I even go to the name. • What mainly influences your investment decisions? ―I Scottrade website.” feel like I know how to manage my own money well and investing will make my life in the future more financially secure.‖ • Have you heard of investment brokerages? Yes, knows “ Scottrade is just easy and the basics: E*trade is online, Merrill Lynch is more established. cheap, I don’t make many • Have you heard of Charles Schwab? Yes, knows ―Talk to Chuck‖ but not much else trades so when I do being able • -What are the first three things that come to your mind when you are thinking about CS? Discount broker, One to simply go online and click a of the original brokerage firms (false), more service based few buttons is best for me.” than Scottrade
  • 67.
  • 68.
    Brand/Client: Microsoft Bing Lead Agency: Droga 5 Recognition: 2012 Gold Effie Winner Case Study Video: http://www.youtube.com/watch?v=XNic4wf8AYg Challenge Ongoing fierce rivalry between Microsoft and Google, mostly in Google’s favor when it comes to search engine tools. Despite a large, mass media advertising campaign after its launch, Bing’s share was below 10%, while Google maintained a dominant position over 70%.
  • 69.
    Opportunity ―Informed searchers‖ and―connected socializers,‖ shich together account for 20% of all users and 47% of all searches. Two micro-segments within these groups to target: teens and African Americans Objectives Shift perception of Bing and drive usage of the core search product among a younger target and African Americans in particular. Drive sustained online buzz with at least 1600 positive mentions and a positive sentiment score of 10%. Big Idea A month-long interactive game experience that played out all over the world by putting every page from Jay-Z’s autobiography in a different location based on the content of the page, and connected them all together with Bing Search & Maps. Results Market share: increase to 11.8% (highest point since its launch in 2009). Bing entered Top 10 Most Visited U.S. Websites list for the first time. Majority of site visitors (75%) fell into the targeted segments: 71% of site visitors were between the ages of 15-34 and 32% were African American. A total of 8,983 social media mentions with aggregate positive sentiment at 9%, above the Bing average.
  • 70.
    Brand/Client: US PostalServices Leading Agency: Draft FCB Recognition: 2012 Silver Effie Winner in SME Retailer Re-Staging Challenge ● PO Boxes experienced declining revenue for 3 consecutive years - 34% were vacant ● It was time to re-launch a 200-year-old brand ● ―Make a PO Box Relevant in Today’s Electronic World‖ Opportunity ● "Your Other Address" established the PO Box as your privacy getaway and helped to elevate it from a grudge purchase to aspirational Objective ● Each element along our activation path reframed the consumer's perception in a disruptive manner ● It launched in four key markets and 1,100 Post Offices for a 20-week period. Results ● The downward trend was reversed, test markets outperformed control markets for 16 straight weeks. Welcome to Your Other Address Case Study Video ● http://www.effie.org/winners/showcase/2012/6599
  • 71.
    Brand/Client: Volvo Leading Agency:Euro RSCG NY Challenge ● Volvo wanted the release of its S60 to get noticed. Its campaign needed to generate a lot of buzz, expand its consumer base by appealing to a younger demographic in high-income households, and reinvent the brand's identity. Volvo needed an online marketing solution to promote the S60 in an interactive and engaging way that would make it stand out from the competition. Objective ● Drive awareness, recommendation and purchase intent for the S60 model ● Position the S60 model as a luxurious option for high income households ● Create groundbreaking ads to set Volvo's brand apart in a competitive car industry Strategy ● Volvo's branding strategy was to engage consumers by creating an integrated cross-platform campaign, on mobile and desktop, with unique, captivating ads. They used large ad formats such as the YouTube homepage masthead, interactive mobile videos and rich media to invoke emotional response from their target audience, and deliver a high impact message. The campaign specifically targeted smartphone owners, a demographic likely to have higher household incomes and be in the market for a vehicle like the S60. Results ● use cutting-edge media technologies helped it reinvent the company's image. ● Business ○ 88% increase in purchase intent 78% rise in recommendation intent ○ 240% brand favorability increase ○ Very positive press coverage for the campaign - online ○ and on TV ● YouTube ○ 9.6% interaction rate on masthead unit, compared with a 2.1% industry standard ○ 149% lift in brand queries on YouTube for Volvo ○ Volvo's website traffic rose by 293% ● AdMob ○ Exceeded average mobile campaign brand lift by 11x* ○ Average user interaction with ads was 1 minute, which is 20% higher than the industry norm. * In Brand Metrics of Aided Awareness, Brand Favorability and Purchase Intent. Source: Insight Express Study, Dec 2010, n=125 Case Study Video ● http://www.google.com/adwords/watchthisspace/case-studies/volvo/
  • 73.
    Brand/Client: Old Spice LeadAgency: Wieden+Kennedy Challenge · Founded in 1938 Old Spice had made little progress expanding in the market up until the late 2000’s · Other competitors such as Axe have dominated the market of younger users and generic brands such as speed stick directly compete in the general population Opportunity Old Spice had a lot of room to grow in media nearly untapped by other competitors Realized that their target market are heavy social media users Target market appreciates quick, witty video segments Objectives Change perception of Old Spice from Grandfather’s deodorant to your deodorant Promote ―Original‖ product as an Old Spice staple and allow new products to grow within very willing younger demographic Grow and promote within social media, gaining share from direct competitors
  • 74.
    Big Idea Classic Scent-―The original. If your grandfather hadn’t worn it, you wouldn’t exist.‖ ―The man your man could smell like‖ · addressing the viewer in confident, rapid-fire monologues which promote the benefit of using Old Spice products. While reciting the monologues, Mustafa progresses through various activities, locations, costumes, and/or extraordinary situations, all while maintaining constant eye-contact with the camera, and a nonchalant demeanor. The advertisements typically feature a surprise ending. Results sparked an Internet phenomenon, reaching more people than Procter & Gamble (Old Spice's parent company) could have possibly fathomed. The ad amassed 220,000 YouTube views in the few short hours after the Super Bowl, and the video continually gained about 100,000 views every few hours. Even comments on sites like 4Chan and YouTube were overwhelmingly positive. The video had gone officially viral. In 48 hours, Old Spice earned nearly 11 million video views, and gained about 29,000 new Facebook fans and 58,000 new Twitter followers. (Marathon or responses) The New York Daily News gave the initial ad a favorable mention, citing Mustafa's "wildly smug, cool-cat smooth dude persona", which "helped make the cologne commercial pop. People magazine's Blane Bachelor called Mustafa's monologue "sharply scripted" and his character "smug, and over the top". The commercial was a hit on video-sharing websites, such as YouTube, where it had already received over 34,700,000 views by August 6, 2011 In June 2010 the ad won the Grand Prix for film at the Cannes Lions International Advertising Festival, and in July 2010 it won a Primetime Emmy Award for Outstanding Commercial.
  • 75.
    Scottrade Website The entiresite is tab oriented with descriptions of each service that Scottrade offers, most importantly on every page with information there is an “Open a New Account” link that brings you to the registration page. • The Home page displays the three main functionalities that the website should provide: 1) Why , how and a direct route to opening a new account. 2) Streaming quotes and current markets activities 3) Informational tools such as how to find the closest office, links to educational pages and how to use the mobile app. Each tab is a gateway to a different service of Scottrade. within each tab different options are provided, whether it be how to use the mobile app with blackberry vs. iPhone or different platforms you can use when trading online. • The knowledge Center has generic education with videos and links. These are not specifically tailored to Scottrade, rather they are guides of how to manage your taxes or the option to subscribe to KnowHow News which offers timely articles with expert perspectives on investing.
  • 76.
    Scottrade Twitter Page • 5,351 Tweets (7/12/12) • 15,391 Followers (7/12/12) • 4,876 Following (7/12/12) • Welcome! @Scottrade is your source for the latest news, updates, special events and customer feedback. • They follow employees, clients, other financial analysts and prominent figures such as late Steve Jobs • Images consist of employees helping out the community, platform screenshots and a map of Scottrade locations. • Similar to the facebook page posts have links to interesting financial articles, others have quick hints for investing.
  • 77.
    Scottrade Facebook Page • 28,626 likes (7/12/12) • 276 talking about Scottrade (7/12/12) • Most of the posts are quick tips and current reminders about the best way to learn about options trading or that the market will be closing early. • Posts by others are mostly questions for Scottrade. Simple ones such as “if I live in Nigeria how do I wire transfer my money?” or “I‟m getting an error while launching Scottrader, can anyone help?” • Most other posts by Scottrade consist of links to videos or informational webpages. • Scottrade attempts to interact with their customer by posting fill in the blank sentences that nearly everyone would have an opinion on.
  • 78.
    Scottrade Youtube Channel • 942 Subscribers (7/12/12) • 159 Total Videos (7/12/12) • 1,027,439 Total Views (7/12/12) • Most of the videos on the Scottrade Youtube channel are educational. There are playlists of informational videos for each division and service that Scottrade offers. Simply described, these educational videos are PowerPoint presentations with a member of the Scottrade Educational Team speaking to the audience. • There are other playlists of advertising campaigns consisting of 30 second spots of “I’m with Scottrade” • Other playlists consist of streaming quotes from happy customers, employees describing their careers and behind the scenes of the success of various promotions.
  • 79.
    Charles Schwab Website • Schwab.com • Client Login Website • Series of Blogs Personal Side of Money Aboutschwab.com Shares personal Schwab stories and experiences Schwab Talk Poll—"Advice from Mom" 20%: “money saved, money earned” 45%: “$ doesn‟t grow on trees” 3%” “spend like no tomorrow” 9%: “give generously to those in need” 23%: “wait for it to go on sale” • Blogs provide helpful information and sense of personal relevance, found most easily through twitter links, but could be easier to find • Schwab.com could direct people exactly how to start investing (and learn about it) with "quick-start" option
  • 80.
    Schwab Twitter Handles @CharlesSchwab–23,302 followers • Provides insight for personal finance matters • Links to articles of interest • Both from Schwab itself and financial news sites • Tweets initialed by poster=emphasis on the personal investor @SchwabService—2,135 followers • 5 interactions since 8/31/2010 • Helps with questions and info about Schwab • @SchwabService could be deleted *@CharlesSchwab functions well
  • 81.
    Schwab Facebook Page 51,186fans, 172 talking about this): • Interact often with the “Oh Chuck! I Blew My Cash” promotion. • Provide mainly positive reviews of Chuck Is this controlled by the “Rules/Guidelines" established and suggested for users of the page? NEGATIVE COMMENTS SUGGEST NOT • Ask questions about investing and technical difficulties with the website • Schwab provides feedback to the user in a personal manner • Initials of the Schwab page administrator are provided with each reply comment • Helpful links, numbers, and tips are suggested to help fan solve the issue or resolve their question Nonprofits Schwab has contributed money or time to provide links to articles where Schwab has helped “do good” for them • Schwab provides links to articles/blogs/videos through their websites and other places to provide insight on financial issues and the corporation itself • Schwab‟s dependable, respected image is maintained through the Facebook page.
  • 82.
    Schwab Youtube Channel VideoSections: "Oh Chuck! I Blew My Cash Submissions Financial Help Community & Financial Literacy Active Trader Advisor Services • Videos in a variety of tones also provide a variety of useful information to inform the consumer • Interactive AND Informational channel
  • 83.
    Schwab Mobile • Schwab Advisor Center No ratings • Schwab Workplace Retirement 2 of 5 stars (5 ratings) • Schwab Mobile 3 of 5 stars (57 ratings) Could maybe provide advice as well Many reviews say the app crashes frequently • Schwab should rely solely on Schwab Mobile app--others not used and must not be what the consumer is looking for; with focus on one app, service and reviews could improve
  • 84.
    Fidelity Website The initialscreen of the website isn't very welcoming; while 'Why Fidelity' may be a positive way to make an impression to especially first-time users, the first impression isn't very user-friendly. • Main Functionalities: • -Links to its social media/mobile platforms (Facebook, Twitter, YouTube, mobile app, nearest investor center locator) • Horizontal tabs on top of website that indicates variety of services and info • Main functionalities' content deals with o 1. Why Fidelity (differentiation) o 2. Customer Reviews (brand loyalty) o 3. Market Insights (research & information) o 4. 200 Free Trades (getting your bang for your buck) • No specific service that targets specifically to YUMs
  • 85.
    Fidelity Twitter Page •1,732tweets (7.12.2012) •50,038 followers (7.12.2012) •Compared to Facebook, Fidelity‟s Twitter account has little individual conversations with users. More one- way activities. •Headline news about recent trends in the market. •A lot of the images are shared with those on its Facebook page. No additional value that uniquely pertains to its Twitter handle. •Ultimate purpose is again, to lead its viewers to the main website.
  • 86.
    Fidelity Facebook Page •58,361(7.12.2012) •419 talking about this (7.12.2012) •Posts are financial market news that are mostly linked to Fidelity‟s website; tutorial videos about investing and similar services that Fidelity provides. •Photos posted are mainly about Fidelity‟s community service activities and visuals (graphs, infographics, charts) about financial market. •All sections of Facebook all connects to either main website or phone service; the „Need Help‟ tab provides direct option link to contact a representative by either e-mail or chat. •Fidelity also performs active customer service to users who talk about Fidelity on Facebook by commenting on their posts, especially when it pertains complaints about the firm‟s services.
  • 87.
    Fidelity Youtube Channel •173subscribers (7.12.2012) •196,784 video views (7.12.2012) •25 videos (7.12.2012) Mainly videos about current market trends, tutorial videos from Fidelity speaking about recent news and how that would affect investors (ex. Medical care)
  • 88.
    Fidelity on Mobile Providesdiverse options to track, check, and trade on mobile. Would be especially useful to heavy users who are also on the go, and/or users of a younger and more tech-savvy demographic who'd prefer instant information rather than waiting on the phone or physically visiting the store. While there is no clear quantitative data on the usage rate and sentiment, the options still show that Fidelity is tech-conscious and is making an effort to accommodate different platforms for its users. -Mobile options as a potentially appealing aspect to YUMs who are searching for a brokerage for the first time?

Editor's Notes