Ideas around social ads. Deck created for a Skillshare class, taught by Jon Steinberg called "Making and Selling Ads that Get Shared"

1. VirginMobile
Valentine’s Day Campaign
November 2012
Nicole Murakami

2. The Ask
• Create a Valentine’s day campaign that focuses on VirginMobile No-Contract plan
and product, and encourages social sharing
Objective • Increase views, shares, and number of followers to @virginmlive
• Highlight other VirginMobile Live lifestyle campaigns
• Twitter metrics: followers, RT, mentions for @Virginmlive
KPIs • Impressions of paid campaign
• Organic shares and impressions from campaign
• 18-34 millennials
Target • Both VirginMobile and other users
• United States
• Basic level: $200,000
Budget • Blown-out model: $500,000

4. Insights
Only 26% declared themselves to be
unabashed fans of Valentine’s Day 2
There is an estimated 15% of women who
will send themselves flowers. 1 Is it all that bad?...
The only hope we
found..
There is an estimated 40% increase in
requests for divorce lawyers around mid-
February each year. 1 70% of singles who
said they wouldn’t
52% of women admit to being envious mind a blind date for
of the romantic gestures they observe from
others on Valentine’s Day 3
the occasion. 1
1. h"p://newsfeed.-me.com/2012/02/13/valen-nes-­‐day-­‐2012-­‐by-­‐the-­‐numbersz29O42d2kC
2. h"p://www.match.com/magazine/ar-cle/5951/10-­‐Fun-­‐Valen-nes-­‐Day-­‐Facts/
3.
h"p://www.yourtango.com/2012136071/what-­‐men-­‐really-­‐want-­‐valen-ne-­‐s-­‐day-­‐other-­‐v-­‐day-­‐
sta-s-cs

5. From our insights, we can easily gather that NOT
everyone loves Valentine’s Day….

6. Focus on humor & create content that people
want to share on Valentine’s Day
People want to connect on Valentine’s Day—whether
friends, lovers or strangers.
This is where VirginMobile can help.
“Want a relationship without any strings attached?
We think you’d like VirginMobile’s no-contract plan”

7. Insight Implications Action
Not everyone love’s Valentine’s Since people are down on VirginMobile will host branded
day. Valentine’s Day, VirginMobile can content on many channels, and
provide fun, humorous content to promote through social
lighten the mood of the holiday. channels to encourage sharing
especially across digital
By engaging and sparking these platforms.
conversations, VirginMobile will
insert itself into friend’s Specifically, we’ll look into
conversation about the “horrible online radio and social sharing
holiday” and provide relevant with branded music playlists
content. and e-cards to promote
VirginMobile’s music and
lifestyle campaigns.

8. Campaign Overview at the $200,000 level
$200,000:
• Create a BuzzFeed branded page with “OMG”, “LOL”, and “fail” articles (focus on humorous
content)
• Partner with someecards.com to create branded VirginMobile Valentine’s Day cards
• Focus on call to actions for social venues
• Support with Facebook ads
• Support with Twitter ads
• Run a Twitter campaign
Expected results: x number of impressions, x number of organic shares, x number of new Facebook
followers, x% increase in Facebook engagement (likes+shares+comments), x number of Facebook
impressions, x number of Twitter followers, increase x% of brand lift, increase of x% of Twitter
mentions and RTs

9. Campaign Overview at the $500,000 level
$500,000:
• All above included in $200,000 level
• Support with Spotify advertising specifically branded playlist
• Run a Twitter campaign that allows users to tweet at @virginmlive with a specific hashtag
requesting that they would like to be set up for a blind date with city and gender. This would
increase followers, and they could set up blind-dates across the nation.
– Ex. “Set me up on a no-contract #virginmlive blind date. Looking for a #NYC girl!”
Expected results: x number of impressions, x number of organic shares, x number of new Facebook
followers, x% increase in Facebook engagement (likes+shares+comments x number of Facebook
impressions, x number of Twitter followers, increase x% of brand lift, increase of x% of Twitter
mentions and RTs

10. So we put our brains together
to come up with some ideas…

11. Capitalize on BuzzFeed site to promote humorous
content
Include call to actions to
become Facebook fan
and Twitter follower
Include articles such as:
• “fail” Worst break-up texts: Use
VirginMobile devices to showcase texts
• “LOL”Worst blind dates: At least,
there’s no commitment. Like VirginMobile’s A
no contract plan.
Enable pre-created tweets “I need a no-
contract plan from @Virginmlive just like
I need a non-commitment girl”

12. Partner with Someecards to create branded
funny e-cards
Encourage Twitter followers to tweet
their own creative “saying” and one
lucky winner will see their words on a
branded e-card
Host a link on VirginMobile
site and highlight the
branded cards

13. Feature BuzzFeed articles through FB ads and
target “Single” FB users with blind-date campaign
Include sponsored stories, and promoted posts
and target 18-34 with an interest in Buzzfeed,
music and even target some ads to those listed
“single.” Ultimately drive more traffic to
Buzzfeed page
Align social strategy to paid
campaign: create a tab that
showcases best/worst Valentine’s
Day stories from VirginMobile Live
fans

14. Increase Twitter followers with Promoted Tweets
and Account
Use a bit.ly to drive traffic
from Twitter to BuzzFeed
page Increase followers through
Promoted Tweets and
Promoted Account

15. Create Spotify branded playlists and support with
display and audio ads to drive more traffic and
increase brand awareness
Drive traffic to both
BuzzFeed VirginMobile
Feature display: mid-page unit ads, sponsored page and
as well as a branded playlist for site
fans to listen and experience
VirginMobile music and inherently
create social ads through Facebook
updates. Curate playlists based on
different audiences “playlist for
Valentine’s dinner

16. Culminate campaign with blind-date setup through
Twitter to grow followers and build interest
Pick
me
for
please set me up#nyc girl
@Virginmlive,
a
blind date #vday&virginm need
on a
Bring together Twitter users on a
blind date and highlight
VirginMobile’s awesome free
concerts
Social aspect of
bringing people together Provide a unique
will extend beyond experience (ex. back-
length of paid campaign stage passes) brought
by VirginMobile, and
capture the night with
VirginMobile devices
@Virginmlive, try your hand at matchmaker. Find me a
#DC boy #vday&virginm

17. Be Mine, VirginMobile?
THANK YOU!
NICOLE MURAKAMI
MURAKAMI.NICOLE@GMAIL.COM
NMURAKAMI20