Campaign for Samsung camcorders

1. Campaign Report
Phase One: May 12 to July 27
Campaign Report
Phase Two July 28 to September 10

2. Phase One Results
The site statistics indicate that visitors are
Competition Entries: 3, 080
engaged by the content.
Site Visits:
The bounce has been consistently low, only
5.7% of people who come through to the
Total Visits: 12, 844
site are not exploring further.
Absolute Unique Visits: 11,174
The average time on site and average number
Average Visits/ Day: 274.6
of page views per visitor are further indication
Bounce Rate: 5.70%
of the engaging nature of the site. The number
of page views, when take away landing page
Visitor Trending:
and competition page, show that people are
viewing four to six profiles. The average time
Average Time on Site: 5 mins 35 secs
spent on the site is extremely high by
Total Page Views: 110, 425
industry standards.
Average Page Views: 8.61
11% of the visitors were engaged enough to
come back more than once. It also shows
Traffic Sources:
that the site has growing reach as such a
Direct Traffic: 712 (5.64%)
high % of visitors were new – i.e. the
Referring Sites: 11, 673 (92.42%) Samsung People word is spreading.
Search Engine: 256 (1.95%)

3. Site Stats
Key Marketing Moments
Start of online filtration via social networking sites
Start of national street team activity
RMA databases contacted.
People who entered competition via advertisers re contacted
Site awarded FWA
and directed to site, Oyster newsletter sent out, information
sent out via school databases
Start of street team activity in Sydney/
Targeted messages in Myspace

4. Advertiser Stats
1.57 million Page Impressions, 133,023 Unique Browsers, Average page views 8.94 (total for whole
site, over a one month period). Promotion ran from 15th May to 29th May. It generated the following:
• FHM Win stuff
1, 548, 451 (page impressions)
• HM Home Page (where Samsung People video was running)
F
540, 724 (page impressions)

5. Advertiser Stats
8.26 million Page Impressions, 262,299 Unique Browsers, Average page views 16.29 (total for whole
site, over a one month period). Promotion ran from 15th May to 15th June. It generated the following
impressions:
• Promo Title (Banner ad) 56 clicks through to Samsung People
• Zoo Tube (where Samsung People video was running)
91, 370 (page impressions)
• Zoo Win Stuff
30, 523 (page impressions)

6. Advertiser Stats
445,907 page impressions, 47,538 Unique Browsers, Average page views 8 (total for whole site, over a
one month period). Promotion ran from Jun2 2nd to June 23rd. It generated the following:
• Homepage editorial pod
410, 678 (page impressions)
• ompetition page
C
378, 456 (page impressions)

7. Advertiser Stats
407,254 page impressions 48,374 Unique Browsers Average page views 7.2 (total for whole site, over a
one month period) The promotion ran from May 19th to June 2nd. It generated the following:
• Home page editorial pod:
386, 502 (page impressions)
• Competition page
267, 115 (page impressions)

8. Advertiser Stats
Samsung People sponsored both Two, Three and Four Thousand’s newsletters for a period of two weeks.
Newsletters are sent out one/week. The promotion generated the following: Sent to a database (over two
issues)
• hree Thousand: 22, 200
T
• wo Thousand: 10, 200
T
• our Thousand: 1, 510
F
Banner Clicks (In newsletter, total across all titles)
829

9. Advertiser Stats
160,000 monthly impressions 40,000 unique browsers Average page views 10.2(total for site
over one month). Samsung People was featured over a two week period on 2 Threads. The promotion
generated the following:
Advertorial Piece
20, 167 views
Samsung Video (call to action)
52 views
Competition Page
2, 160 (page impressions)

10. Database Stats
Fuzzy is a music/ festival promotion company. Samsung People was featured as an editorial piece
Fuzzy’s newsletter on the 26th May. It generated the following:
Sent out to database of:
40, 000
Samsung People was included in Oyster Magazines e-newsletter and Myspace bulletin. It generated the
following:
Myspace Bulletin sent to database of:
15, 000
Newsletter sent to database of:
20, 000

11. Database Stats
Samsung People was featured in Samsung’s own Myspace bulletin. It generated the following:
Sent to out database of:
2, 000
Kink is a Sydney based nightclub and promotions agency. Samsung People was featured in Kink’s weekly
newsletter. It generated the following:
Sent out to database of:
14, 000

12. Database Stats
Samsung People was featured in both Zoo and FHM’s monthly newsletter.
They generated the following:
Zoo database of:
82, 000
FHM database of:
42, 000

13. Database Stats
Samsung People was included as an editorial piece in 2Threads weekly newsletter. It generated the
following:
Sent out to database:
17, 000
RMA u&lised its influencer networks and street teams to send targeted emails. Sent out to Database:
FHM Select (Influencer Network) 170
Samsung MP3 (Influencer Network) 200
Xbox Street team 72
Samsung People Video Profiles 620
RMA Database 492

14. Online Infiltration
Public wall postings: 170 Potential views: 26, 279
Private messages 256
Where is your mind? Group messages 725
Public wall postings 143 Potential Views: 31, 834
Private messages 845
Samsung People Video (views) 175
Forums posts 28 Views 4, 563 Replies - 145

15. Summary of Reach
Advertisement Reach:
• age Impressions
P
3, 710, 056
• anner Clicks
B
1, 064
Database Reach:
• 233, 062
Online Infiltration Reach:
Total Reach:
• 2, 342
Potential Reach
3, 944, 182
• 62, 821

16. Street Marketing
Sticker Thought Catcher
Poster
Flyer

17. Street Marketing
Sydney
Stores Promoted 822
600
Posters Distributed
Flyers Distributed In-store 4, 800
Flyers Distributed Hand to Hand 11, 000

18. Street Marketing
Melbourne
Stores Promoted 377
600
Posters Distributed
Flyers Distributed In-store 4, 800
Flyers Distributed Hand to Hand 11, 000

19. Street Marketing
Brisbane
Stores Promoted 203
350
Posters Distributed
Flyers Distributed In-store 2, 200
Flyers Distributed Hand to Hand 7, 000

20. Street Marketing
Gold Coast
Stores Promoted 88
150
Posters Distributed
Flyers Distributed In-store 1, 000
Flyers Distributed Hand to Hand 3, 000

21. Street Marketing
Adelaide
Stores Promoted 118
300
Posters Distributed
Flyers Distributed In-store 2, 000
Flyers Distributed Hand to Hand 5, 000

22. Street Marketing
Perth
Stores Promoted 94
300
Posters Distributed
Flyers Distributed In-store 2, 400
Flyers Distributed Hand to Hand 5, 500

23. Summary Of Reach
National
1, 702
Stores Promoted
2, 300
Posters Distributed
Flyers Distributed In-store 17, 200
Flyers Distributed Hand to Hand 42, 500
Total Flyers Distributed 59, 700

24. Phase Two End Report
July 28 to September 10

25. Phase Two Results
National Phase two statistics indicate that visitors are
Site Visits:
still engaged by the sites new content.
Total Visits: 20, 042
The bounce rate in phase two has dropped to
Absolute Unique Visits: 10, 708
a significant low with only 1.28% of people
Average Visits/ Day: 445
who come through to the site are not
Bounce Rate: 1.28
exploring further.
Visitor Trending:
The average time on site and average
number of page views per visitor are further
Average Time on Site: 6.22
indicate the engaging nature of the site. The
Total Page Views: 223, 636
average time spent on the site is still
Average Page Views: 11.16
extremely high by industry standards.
Traffic Sources: Phase two has shown an increase of repeat
visitors with nearly 50% returning back to the
site. This would be due to new blogs being
Direct Traffic: 9, 636
uploaded and to re-vote.
Referring Sites: 9, 230
Search Engine: 1, 176

26. Site Stats
National “HAHA! this is too much already! look
forward to seeing episodes to come!!
yeeeeeewww! xx”
Total Votes: 6, 982
“This clip is HOT...where else would u get to
see behind the scenes of the next best thing
Blog Comments*: 837 in Sydney?! This clip has my vote! Cant wait
to see whats next! it”
“seriously pissed myself laughing.. this is
hilarious.!!! I DO NOT want to know how
much time and effort u guys put into making
this.. lol.. good times xx ”
“yes I do believe the guidelines say you must
have a Hollywood grade movie IT’S A HAND
*Amongst the top 5 blogger's HELD CAM in saying that I think Marc is
a ‘comment war’ totally hot to trot. You just got to
began with each posting on the others comments
page causing a stir amongst fans of the blogger's.

27. Site Stats
I don’t think this needs to be included, unlike the last graph which showed the key
marketing events this one serves no real purpose.

28. Database Stats
National
Database
FHM Select (Influencer Network) 170
Samsung MP3 (Influencer Network) 300
One of the Samsung final 10 had
access to the Kink (Night club
Xbox Street team 72
promotion agency) database and
sent out regular notices to its
Samsung People Video Profiles 620
members requesting votes.
RMA Database 592
Total 84, 000
Samsung People entries 4,006
Total 5,748

29. Online Infiltration
Activity by RMA
Public wall postings: 367 Potential views: 91, 440
Private messages 540
Where is your mind? Group messages 984
Public wall postings 450 Potential Views: 176, 880
Private messages 906
Bulletins 1,962

30. Summary Of Reach:
RMA Activity
Database Reach
89, 760
Online Infiltration Reach
5, 209
Potential reach 273, 529
Total 368, 498*
• he actual potential reach of Phase Two is difficult to calculate as each blogger had
T
as different potential reach and has given different levels of activity and promotion.
In the next section we profile the reach of the winner Marc Davies.

31. Case study:
Marc Davies
Marc Davies used all available tools to
promote himself and Samsung People
using Facebook, Myspace, emails and
texts.
Total votes 2, 174
Total comments 313

32. Case study:
Marc Davies
865 Friends
Status updates: Update twice a day to keep fresh and Potential views: 35, 868
so to appear in ‘News Feed’ section
Potential views: 35, 868
Private messages: Marc set up ‘groups’ and sent a
message a day to each group requesting votes
Potential views: 35, 868
Wall posts: Marc posted links to his new videos on his
own and friends walls.

33. Case study:
Marc Davies
Marc started two Facebook groups. ‘Welcome to Marc life’ and ‘Send us overseas’.
Group Messages: 24, 654
Total members 587
Marc used these groups to make regular contact
with the members of the group to give them updates
and to remind them to re-visit Samsung People.

34. Case study:
Marc Davies
944 Friends
Private messages: Messages were sent out once a Potential views: 1,500
week when new videos were uploaded to site to group
of 250 people over the six weeks.
Potential views: 5, 953
Wall posts: Marc posted links to his new videos on
each week on his wall and made an additional 289 posts
on friends walls.
Bulletins: Bulletins were sent out daily to each of his Potential views: 39, 648
friends.

35. Case study:
Marc Davies
452 Email contacts and MSN Instant messenger friends
Marc created the above flyer which
Marc sent out emails twice a week to each of his
he used as his profile picture on
email contacts and MSN friends.
both Myspace and Facebook it was
Reach 5, 424
also attached to each email he sent
Marc in the last week had printed
SMS messages sent out once a week to 261 people
out 500 copies which he passed out
at various events he attended.
Reach 1,827
Marc changed his voice mail message to ‘I cant
answer the phone but please vote for me on
www.samsungpeople.com.au’

36. Summary of Reach
Marc Davies
Facebook reach
• 132, 258
Myspace reach
• 47, 101
Other Reach
• 7, 751
Total Reach 187, 110

37. Summary
Phase One: Phase two:
Site Visits: Site Visits:
Total Visits: 12, 844 Total Visits: 20, 042
Absolute Unique Visits: 11,174 Absolute Unique Visits: 10, 708
Average Visits/ Day: 274.6 Average Visits/ Day: 445
Bounce Rate: 5.70% Bounce Rate: 1.28%
Total reach phase one and two:
4, 312, 680