For the launch of its 'Man on the Moon' app, John Lewis teamed up with The Sunday Times to tap into readers' trust of newspapers and drive engagement beyond just its Christmas TV advert.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
In a bid to reposition McArthurGlen as a destination fashion retailer, the brand hijacked London Fashion Week to prove it could replicate the latest trends with products from its outlets.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
In a bid to reposition McArthurGlen as a destination fashion retailer, the brand hijacked London Fashion Week to prove it could replicate the latest trends with products from its outlets.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Walkers continued its #wesupportyougary campaign, promoting the tongue-and-cheek nature of the brand, with a spoof page 3 advertisement for Gary Lineker's pants pledge on Match of the Day.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
With the aim of engaging parents, grandparents and kids alike, this campaign sought to achieve standout in a cluttered market by creating a shared family moment and aligning activity with a spirit of adventure and a sense of heritage.
Ford launched the Unlearn campaign to change the way audiences think about the brand in Britain, using outstanding print formats to encourage re-evaluation of preconceptions.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
Virgin Holidays - Thinking outside the boxNewsworks
How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
With the aim of asserting its position as the home of the Barclays premier league, Sky Sports and MediaCom set out to make sure consumers weren’t swayed by BT Sport’s offer.
We’re looking to wrap up our 2016 brand roster of forward thinking disruptive brands who want to take their part in leading youth culture. We believe youth culture is changing the world, we want brands who are looking to take risks and empower the next generation to make the difference.
We are looking for Food, Fashion, Apparel and technology brands to complete our roster.
Fortune favours the disruptive, and we believe the brands that lead culture will be more successful than those who follow it. Work with us to leverage influencers, content and media and join a new revolution in marketing.
If your a Marketing officer, brand manager or if you believe in the shift culture is taking Holla at us….
This deck is about how Netflix's famous show, The Stranger Things use marketing campaigns to create buzz around their show and increase audience engagement
With the aim of engaging parents, grandparents and kids alike, this campaign sought to achieve standout in a cluttered market by creating a shared family moment and aligning activity with a spirit of adventure and a sense of heritage.
Ford launched the Unlearn campaign to change the way audiences think about the brand in Britain, using outstanding print formats to encourage re-evaluation of preconceptions.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
Virgin Holidays - Thinking outside the boxNewsworks
How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
With the aim of asserting its position as the home of the Barclays premier league, Sky Sports and MediaCom set out to make sure consumers weren’t swayed by BT Sport’s offer.
We’re looking to wrap up our 2016 brand roster of forward thinking disruptive brands who want to take their part in leading youth culture. We believe youth culture is changing the world, we want brands who are looking to take risks and empower the next generation to make the difference.
We are looking for Food, Fashion, Apparel and technology brands to complete our roster.
Fortune favours the disruptive, and we believe the brands that lead culture will be more successful than those who follow it. Work with us to leverage influencers, content and media and join a new revolution in marketing.
If your a Marketing officer, brand manager or if you believe in the shift culture is taking Holla at us….
This deck is about how Netflix's famous show, The Stranger Things use marketing campaigns to create buzz around their show and increase audience engagement
Virgin Holidays and News UK - Unleash your mojoNewsworks
How a rich content partnership with News UK helped Virgin Holidays to encourage consideration and recommendation across a broad range of holiday destinations.
My recent presentation on building magazine audiences in this data-driven era was showcased in the latest edition of The New Single Copy.
I discuss the concept of collaborative industry data, dynamic third party data, predictive modeling and using data to target hyper-niche audience segments.
____________________________________________
Published with John Harrington's permission, co-founder and editor of The New Single Copy.
Since 1996, The New Single Copy has been the publishing industry's leading source of news, data, and information about publications, the retail marketplace, and the changes brought on by digital delivery technology.
Subscribe to The New Single Copy:
http://www.nscopy.com/pages/nsc.asp
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
Overview of the work and career of the "Forrest Gump of Strategists." A leader in brand and communication strategy, digital marketing and market and user insights. An innovative, disruptive, insights-driven storyteller. Passionate about delivering groundbreaking work for global brands that truly touches consumers' lives.
Now, more than ever, it is imperative for brands to develop a holistic brand strategy that resonates with consumers; yet the current model does not meet this need. Conversation, a full-service marketing firm, creates that unified brand strategy. We have conducted extensive research to craft a point of view on the past, present, and future of marketing.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Kia teamed up with The Telegraph to enrich understanding of its involvement in football, while improving consideration of its new model and increasing sales.
Specsavers teamed-up with The Evening Standard to appeal to consumers of fashion and to communicate that the known-for-value specs are also 'trend followers' frames.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The What, Why & How of 3D and AR in Digital Commerce
John lewis case study
1. John Lewis Sunday Times Christmas Partnership
Executive Summary
Christmas is a crucial time for John Lewis, driving 40% of their yearly sales. Since John Lewis has
become infamous for their Christmas TV adverts they haven’t used print in their branding campaign,
until 2015. We needed to launch the Man on the Moon app as part of the overall campaign in a
market where we know there is a lot of app competition. We tapped into the newsbrand medium
which we know the audience trusted in order to drive engagement and downloads. We ran an
exclusive 4 page poster pull out in the centre of Sunday Times Newspaper which was the biggest
driver of the app downloads outside of launch day. The number of downloads and average session
per download increased YoY.
Background & Insight
It’s no secret that Christmas is the most important time for a retailer, making up a large percentage
of the yearly sales (up to 40%). But for John Lewis it’s more than an opportunity to sell; it’s an
opportunity to connect with people in a very special way. The campaign challenge is to create fame
for John Lewis at Christmas and win the hearts of the British public, evolving our campaign every
year to make it bigger and better, ensuring we stay ahead of the competition.
The John Lewis’ 2015 Christmas campaign would once again adopt emotional storytelling and centre
on ‘thoughtful gifting’. This year’s story was the ‘Man on the Moon’. Everyone sees the TV advert
but this year we wanted builder a deeper engagement with the audience. We wanted to engage our
key “Family” audience in the story we developed an app to showcase the magic of Christmas,
featuring an addictive game, and an educational Augmented Reality function. The AR feature
triggered fun-fact overlays when the device was pointed at the moon; The AR could also be activated
by using key imagery across all owned media including carrier bags, point-of-sale and click and
collect boxes.
However, the app world is very competitive, there are now 1.8 million apps to choose from up from
1.6 in 2014 and 1.0 in 2013. Research shows that most people only use 3 apps a week (eMarketer
2015) therefore, you need an app to stand out to get noticed and give people a reason to go back to
it.
2. Through Touchpoints, we know that newsbrands resonate well with the family target audience and
they perceive it to be the most trusted medium therefore a great partner to work together with to
launch the app. Furthermore, national newspapers have the highest solus concentration levels than
any other media (Source: Newsworks the battle for attention) which makes it a perfect media to use
when “how to” information needs to be communicated.
One of John Lewis’s 2015 Christmas objectives was digitalise the campaign to a greater extent than
previous years. Plus to drive downloads of the Man in The Moon App in order for people to regularly
engage with the campaign beyond just the TV advert. We needed to prompt this action through
media.
The Plan
Historically print was not been used in the Christmas branding campaigns, print has been utilised to
land the Christmas offers. For 2015 though, John Lewis needed a media partner to help launch the
app, there was a lot of pressure for it to succeed so we needed to go BIG with it. A newsbrand was a
perfect partner for this because not only do they perform well against the Brand Lover audience
(families) but they are a great vehicle to promote the app and provides high dwell time with depth
to detail out the specifics of the app.
We partnered with Sunday Times because they are the BIGGEST circulating quality Sunday
newspaper and the best performing title (coverage and Index) against the John Lewis Brand Lover
audience out of all the quality newspapers. Being a broadsheet newspaper meant that not only
were we in the biggest circulating title, but also actually one of the BIGGEST sized newspapers!!
Perfect for IMPACT. We executed a bespoke 4 page pull out with the Sunday Times which ran in the
centre of the newspaper (it was imperative that we ran in main news to ensure maximum exposure).
Sunday Times 4 page pull-out (22nd
November 2015)
3. The pull out provided details of the App, when you opened it out it was an epic picture of the Moon
that families could hang on their wall and learn about the lunar cycle all throughout November and
December. The poster was exclusive for Sunday Times readers and couldn’t be bought in store.
Each day users would use the AR within the app and point it to the moon image on the poster to
discover new daily surprises and facts about the moon, giving people the reason to engage with the
campaign EVERYDAY. The poster ran on the 22nd
November to ensure people had enough time to
download the app and have the poster for the full moon which was on the 25th
November. There
were daily messages up until the next full moon which was on Christmas Day.
Bespoke co-branded 25x4’s ran in the lead up to the special issue ensuring people bought the
Sunday Times on the 22nd
November for the exclusive poster.
Tease: 15th
& 21st
December 2015
Results
The overall Christmas campaign was a HUGE success and over delivered on all KPI’s including higher
sales growth, higher football/web traffic, higher ROI than previous years (source: Marketshare
economics) and brand fame increased from 85% to 93% (way above the 82% UK norm).
The TV exposure and press coverage generated huge public interest, and got more people searching
for our ad online than ever before (Source: Google Trends)
The Sunday Times activity was the biggest driver of downloads outside of launch day. It even drove
higher downloads than ITV adsync with X Factor drove a high level of
downloads after the initial launch proving that the execution was effective.
0
2000
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6000
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06/11/2015
08/11/2015
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12/11/2015
14/11/2015
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18/11/2015
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30/11/2015
02/12/2015
04/12/2015
06/12/2015
08/12/2015
10/12/2015
12/12/2015
14/12/2015
16/12/2015
18/12/2015
20/12/2015
22/12/2015
24/12/2015
26/12/2015
28/12/2015
30/12/2015
Total App Downloads – MOTM App
Android Android Tablet iPad iPhone
4. The Man on the Moon app was downloaded over 100k times, we know that 26k of these were
driven by media (the Sunday Times pull out), this is up +300% YoY. Plus, the cost per download was
reduced from £5.68 to £3.04 YoY proving that newsbrands are cost effective. Average sessions per
download increased from 4 to 5, meaning that we gave people a reason to come back to the app and
the poster was kept beyond the issue date.
Client Quote:
“A fantastic execution which really drove the downloads for the app” Sarah Atkins, John Lewis