SlideShare a Scribd company logo
Infiltrate!
Digital savvy. Massive impact. No bullsh*t.
Once upon a time,
marketing was
really simple.
There was The Product.
And The Target Audience.
A copywriter would
come up with The Message.
An art director would
come up with The Creative.
A media planner would do
        The Buy*.




*The Buy = maximum reach = as many eyeballs as your budget allows!
Mix ‘em all together and...
$
Mix ‘em all together and...
         VOILA!
$$
   $$
       $$
   $
 $$ $$
       $$
Mix ‘em all together and...
$ $$    $$
         VOILA!
$ $$$
$ $$ $ $ $
Unfortunately, this happened…
Information overload
                               Times Square Billboards
       http://www.flickr.com/photos/reflexer/1589723652/
http://www.flickr.com/photos/mattmendoza/3248177419/
And this happened…
Pecado venial
http://www.flickr.com/photos/paco_calvino/509970213/
#11 - Swakopmund
http://www.flickr.com/photos/opeyre/455591380/
And this…
Comcast TiVo DVR - To Do List
http://www.flickr.com/photos/stevegarfield/2125870635/
And as a result this…
La, La, La, Not Listening!
http://www.flickr.com/photos/benandjenn/2419628201/
And this…
Only 18% of TV ad
campaigns generate
positive ROI.
Source: Connected Marketing: The Viral, Buzz and Word of Mouth
Revolution by Justin Kirby and Paul Marsden




                                                                                                  fuck you.
                                                     http://www.flickr.com/photos/undergrounder/2583601660/
These days, marketing is
a bit more complicated.
D

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BROADCAST
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BROADCAST
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BROADCAST
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BROADCAST
D
                             Out-of-Home
i   Mobile               In-store
s

p

l

a

y
grassroots

             BROADCAST
D
                             Out-of-Home
i   Mobile               In-store
s

p

l

a

y
Experiential
grassroots

             BROADCAST
D
                              Out-of-Home
i   Mobile                In-store
s

p

l

a

y
Experiential
 grassroots
        BRANDED ENTERTAINMENT
          BROADCAST
D
                                     Out-of-Home
i    Mobile                      In-store
s

p

l

a

y
Experiential
 grassroots
        BRANDED ENTERTAINMENT
          BROADCAST
D                          Ambient
                                 Out-of-Home
i    Mobile                  In-store
s

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l

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Experiential
 grassroots
        BRANDED ENTERTAINMENT
          BROADCAST
D                          Ambient
                                 Out-of-Home
i     Mobile                 In-store
s

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    DIRECT
l

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Experiential
                    Guerilla
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        BRANDED ENTERTAINMENT
          BROADCAST
D                          Ambient
                                    Out-of-Home
i     Mobile                    In-store
s

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l

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Experiential
                    Guerilla
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        BRANDED ENTERTAINMENT
          BROADCAST
D                          Ambient
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i     Mobile                    In-store
s
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    media
p
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l

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Experiential
                     Guerilla
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          BRANDED ENTERTAINMENT
            BROADCAST
D                            Ambient
    Viral
                                     Out-of-Home
i     Mobile                     In-store
s
    Social
    media
p
    DIRECT
l

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PRESENCE                  Experiential
                     Guerilla
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          BRANDED ENTERTAINMENT
            BROADCAST
D                            Ambient
    Viral
                                     Out-of-Home
i     Mobile                     In-store
s
    Social
    media
p
    DIRECT
l

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PRESENCE                    Experiential
                       Guerilla
 grassroots
          BRANDED ENTERTAINMENT Applications
            BROADCAST
D                            Ambient
    Viral
                                       Out-of-Home
i     Mobile                       In-store
s
    Social
    media
p
    DIRECT
l

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PRESENCE                  Experiential
                       Guerilla
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          BRANDED ENTERTAINMENT Applications
            BROADCAST
D                            Ambient
    Viral
                                       Out-of-Home
i      Mobile                      In-store
s
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p
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l

a   Undercover

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PRESENCE                  Experiential
                       Guerilla
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          BRANDED ENTERTAINMENT Applications
            BROADCAST
D                            Ambient
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i      Mobile                      In-store
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PRESENCE                  Experiential
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          BRANDED ENTERTAINMENT Applications
            BROADCAST
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                 ?
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     Social
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It’s less
about
saying
things...
…and more about building things.
…and more about building things.
…and more about building things.
…and more about building things.
…and more about building things.
Things that connect...
Things that connect...
Things that connect...
Things that connect...
Things that connect...
Things that entertain...
Things that entertain...
Things that entertain...
Things that entertain...
Things that entertain...
Things that surprise...
Things that surprise...
Things that surprise...
Things that
enlighten,
serve, &
simplify...
Things that
enlighten,
serve, &
simplify...
Things that
enlighten,
serve, &
simplify...
Things that
make life easier
—or just more fun.
Things that
make life easier
—or just more fun.
Things that
make life easier
—or just more fun.
Things that
make life easier
—or just more fun.
Things that
make life easier
—or just more fun.
It’s the era of creating
                    great experiences,
                         not great ads.




Blue Man Group
Tour - Splashing
It’s the era of
Brand Infiltration™.
Brand Infiltration™:
A progressive approach to integrated marketing
that blends digital, experiential and classic
marketing tactics with social media savvy and an
uber-rigorous commitment to metrics.
Brand Infiltration™:
The act of going beyond clever copy or pretty
pictures to actually solving our clients’ business
problems in the most inventive, relevant, effective
way possible.
Brand Infiltration™:
“Sharp Shooting” not “Spray & Pray.”
A Closer Look at Brand InfiltrationTM
A Closer Look at Brand InfiltrationTM




Insight
Infiltrators AKA
Stalkerati use social
media monitoring to
glean meaningful
insights on products,
brands, and consumers.
A Closer Look at Brand InfiltrationTM




                         Tactics
Insight
                         Infiltrators believe in
Infiltrators AKA
                         fishing where the fish
Stalkerati use social
                         actually are — not where
media monitoring to
                         they might be. Through
glean meaningful
                         digital, experiential, and
insights on products,
                         classic channels, our
brands, and consumers.
                         goal is to drive massive
                         impact. Of course, clever
                         copy and pretty pictures
                         never hurt.
A Closer Look at Brand InfiltrationTM




                         Tactics
Insight                                               Measurement
                         Infiltrators believe in
Infiltrators AKA                                       Infiltrators are metrics
                         fishing where the fish
Stalkerati use social                                 maniacs! We look
                         actually are — not where
media monitoring to                                   beyond clicks and
                         they might be. Through
glean meaningful                                      impressions to zero in
                         digital, experiential, and
insights on products,                                 on value: How do our
                         classic channels, our
brands, and consumers.                                programs impact
                         goal is to drive massive     conversions, brand
                         impact. Of course, clever    awareness, and
                         copy and pretty pictures     ultimately, sales?
                         never hurt.
FACT:
We’re not like the other guys.
MOTTO:

Us
“Attract,
engage
and infiltrate!”
MOTTO:

                     Them
Us
                     “Spray—
“Attract,
                     and pray.”
engage
and infiltrate!”
FOCUS:

Us
Winning
new biz
for our clients.
FOCUS:

                       Them
Us
                       Winning
Winning
                       agency
new biz
                       awards.
for our clients.
CREATIVE:

Us
Nothing less than
amazing!
CREATIVE:

                         Them
Us
                         Must. Make. Us. Look. Good.
Nothing less than
amazing!
MEDIA STRATEGY:

Us
Focus on most relevant,
most targeted audience
(i.e., quality > quantity).
MEDIA STRATEGY:

                              Them
Us
                              Get the most eyeballs
Focus on most relevant,
                              (i.e., quantity > quality).
most targeted audience
(i.e., quality > quantity).
DIGITAL:

Us
Breathe it.
Live it.
Love it!
DIGITAL:

                   Them
Us
                   Yes, eventually.
Breathe it.
Live it.
Love it!
SOCIAL MEDIA:

Us
Breathe it.
Live it.
Love it!
SOCIAL MEDIA:

                     Them
Us
                     We can make you a nice
Breathe it.
                     Facebook page!
Live it.
Love it!
IMPACT:

Us
MASSIVE!
Recent example:
33% lift in sales
(Samsung Slyde promotion)
IMPACT:

                                Them
Us
                                “Just look at all the awards
MASSIVE!
                                we’ve won!”
Recent example:
33% lift in sales
(Samsung Slyde promotion)
MEASUREMENT:

Us
Quantitative, qualitative,
and constant!
MEASUREMENT:

                             Them
Us
                             “Right… have we mentioned
Quantitative, qualitative,
                             all the awards we’ve won?”
and constant!
Also, we have a
100% No Bullsh*t policy.
Of course, if you like bullsh*t,
we’re probably not the right agency
for you.
“Damn, the team at Espresso
  is Amazing at Life™!!!”*


               *Actual client quote.
Ready to stop wasting money
on “great ads”
and start building
great experiences?
Ready to start Infiltrating?
brandinfiltration.com
BOSTON                          TORONTO
c: 617.771.8362                 c: 416.564.1416
e: marta@brandinfiltration.com   e: jacquelyn@brandinfiltration.com
t: @mzkagan                     t: @infiltrators
PHOTO CREDITS
All photos taken by David Cyr or purchased from iStockPhoto.com, except as noted below.




             Times Square Billboards
             http://www.flickr.com/photos/mattmendoza/3248177419/


            Pecado venial
            http://www.flickr.com/photos/paco_calvino/509970213/



             #11 - Swakopmund
             http://www.flickr.com/photos/opeyre/455591380/



             Comcast TiVo DVR - To Do List
             http://www.flickr.com/photos/stevegarfield/2125870635/



            La, La, La, Not Listening!
            http://www.flickr.com/photos/benandjenn/2419628201/



            fuck you.
            http://www.flickr.com/photos/undergrounder/2583601660/

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