A rabbit's love story: Online storytelling and measuring marketing’s effect. The case of Dierenartsen Zonder Grenzen. DAVID VERBUSTEL

1. ONLINE STORYTELLING
and measuring marketing effect.

2. Once upon a time, there were rabbits…
Small
Lives
in
Rwanda
Highly
resistant
to
heat

3. HUGE
Lives
in
Belgium
Can’t
stand
heat
…of
different
types.

4. HUGE
They
could
be
crossed
Tasty
Highly
resistant
to
heat

5. There
were
also
people…

6. …
used
to
struggle
for
food.

7. And other people willing to help.
Not
a
Major
Fundraiser
1.250
donators
Small
awareness
In
Belgium
EXTREMELY
MOTIVATED
!

8. Increase
awareness
Engage
People
Collect
opVns
Convert
New
Donors
Build
a
Story
Make
the
story
live
ObjecVves

9. So they came to us…
and here is how we built a solution.

10. 1-­‐
Brainstorm
to
write
a
story
Bisnode is buying 2 rabbits
and
sends them to Rwanda.
There, they become breeder
rabbits, crossed with the local
type.
The offspring is given to local
population, where it continues
reproducing, helping people
building an economy (and
giving them ultimately food).
We are also making a contest
to
send 2 of our Permesso
members
to Rwanda as Ambassadors.
There, they will write blog
articles during a week, to
promote the work of Dzg/Vsf.
During the whole process, we
try to engage people to give
their opt-in.
Then prospects will be
converted into clients with a
Lead Nurturing
process.

11. 2-­‐
Slice
it
in
chapters
Table of contents
Introduction……………………………………….1
Part 1 – Prospection Story
Chapter I - Finding our Ambassadors…......2
Chapter II - A name for the rabbits ………...3
Chapter III – Rwanda, Day 1 ………………..4
Chapter IV – Rwanda, Day 3 ………………..5
Chapter V – Rwanda, Day 5 ………………..6
Chapter VI – Rwanda, Day 7 ………………..7
Part 2 – Lead Nurturing Story
Chapter VII – June 2014 ………………………8
Chapter VIII – July 2014 ………………………9
Chapter IX – August 2014 ………..………….10
Chapter X – September 2014 ………………..11
Chapter XI – October 2014 ….……………….12
Chapter XII – November 2014 ……………….13
Chapter XIII – December 2014 ………………14
Conclusion………………………………………….15

12. 3-­‐
Transform
them
in
a
campaign
calendar
Table of contents
Introduction……………………………………….1
Part 1 – Prospection Story
Chapter I - Finding our Ambassadors…......2
Chapter II - A name for the rabbits ………...3
Chapter III – Rwanda, Day 1 ………………..4
Chapter IV – Rwanda, Day 3 ………………..5
Chapter V – Rwanda, Day 5 ………………..6
Chapter VI – Rwanda, Day 7 ………………..7
Part 2 – Lead Nurturing Story
Chapter VII – June 2014 ………………………8
Chapter VIII – July 2014 ………………………9
Chapter IX – August 2014 ………..………….10
Chapter X – September 2014 ………………..11
Chapter XI – October 2014 ….……………….12
Chapter XII – November 2014 ……………….13
Chapter XIII – December 2014 ………………14
Conclusion………………………………………….15
Ambassadeurs
Campaign
Newsle3er
June
4
Ar6cles
Campaigns
Newsle3er
July
Newsle3er
August
Newsle3er
September
Newsle3er
October
Newsle3er
November
Newsle3er
December
Rabbits
Campaign

13. 4-­‐
Work
your
introducVon…
Introduc6on
The
KPIs
Number
of
Mail
Openers…………………..Brand
Awareness
Number
of
Mail
Clickers………………..……….Website
Traffic
Number
of
OpVns……………………………..…..New
Prospects
Amount
of
Gi^s
……………………………………………………..ROI
-­‐-­‐-­‐

14. 5-­‐
…
so
that
your
conclusion
is
a
success!

15. Chapter I - Finding our Ambassadors

16. Chapter I - Finding our Ambassadors
Sent
Openers
Clickers
Candidates
Op6ns
505.605
Permesso
Members
70.533
(14%)
2.110
(3%)
237
(11%)
192
(81%)

17. 3 Ambassadors

18. Chapter II - A name for the rabbits

19. Chapter II - A name for the rabbits
Sent
Openers
Clickers
Candidates
Op6ns
505.605
Permesso
Members
70.533
(14%)
2.110
(3%)
237
(11%)
192
(81%)
70.533
Openers
of
Chapter
I
45.141
(64%)
2.638
(6%)
746
(28%)
598
(80%)
Test
Segment:
8%

21. Chapter III to VI - A trip to Rwanda
Day
1
Day
3
Day
5
Day
7
opVns
opVns
opVns
opVns
opVns
Lead
Nurturing
(June-­‐December)
Other
Sources
Gi^s

22. Final KPI
With
Storytelling
Without
Storytelling
>
?

23. Conclusion
Online Storytelling
has a huge impact
on Open Rate
( 64% vs 8%)
At the end of the year
we will know if it also have
an Impact on
Return on Investment.
Epilogue
Bisnode

24. THANK YOU
www.bisnode.be | www.bisnode.com @bisnodebelgium
Follow us on
Florent.Diverchy@bisnode.com
@thefrenchflo
David .Verbustel@bisnode.com
@davidv