The document outlines various creative digital communication strategies from different brands, including Oreo, Three (a British mobile network), Oz/Chrome, Starbucks, and NARS, aimed at engaging audiences through interactive and entertaining content. It highlights successful campaigns such as Oreo's cookies vs. cream initiative, Three's moonwalking pony video, and Starbucks' Pinterest strategy to position itself as a lifestyle brand. Key takeaways emphasize the importance of less branding in shared content, catering to audience interests, and providing entertaining experiences.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
3.2013

2. CONTENT FILLED CAMPAIGN:
GIVING PEOPLE SOMETHING
TO SHARE
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3. OREO
STRATEGY: Prove that Oreo can still have plenty of fun.
IDEA: Put together a cookies vs. cream campaign that launches with
the Super Bowl spot.
EXECUTION: Following the "Whisper Fight" Super Bowl spot, the #cookiethis/
#cremethis Instagram campaign, the Oreo Separator videos and
the "Life Raft" TV spot, the campaign wrapped up with
SuperImportantTest.com, an amusing grab bag of a website
which makes it clear that there's no wrong answer to the
question of which part of an Oreo is better. Submitting a vote on
the site takes you to one of more than 30 silly videos—from 2-D
horse animations to robotic cats and everything in between. After
each one, you can go back and cycle through the others.
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4. OREO
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5. OREO
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6. THREE (a British mobile network)
STRATEGY: Prove that they know what their customers want: funny stuff on
the Internet.
IDEA: Make dancing pony videos.
EXECUTION: Create a hilarious commercial starring a moonwalking Shetland
Pony via Wieden & Kennedy to prove that it gets what its
customers want. It's a film tailormade to go viral and an
accompanying digital element lets you remix your own pony
video to make the little guy do some more fun stuff.
From the agency note: "Rather than just play back the crazy
things online that we all like to share, we wanted actually to
contribute to it.We wanted to celebrate the seemingly silly stuff
and also provide the means for people to mess with it and create
their own little pieces of joy that they can share.”
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7. THREE (a British mobile network)
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8. THREE (a British mobile network)
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9. OZ/CHROME
STRATEGY: To show the power and maturity of open web technologies
supported by modern browsers.
IDEA: Create an Oz experience using Chrome technologies.
EXECUTION: The Google Chrome experiment takes you on an interactive
journey from a circus to the land of Oz with a balloon ride and
an encounter with an ugly storm in between.This experience
uses the latest modern web technologies such as WebGL and
WebRTC to create a truly immersive setting while delivering a
highly interactive experience. "Find Your Way to Oz" represents
an amazing collaboration and intersection between
entertainment and technology. It allowed Disney to create an
engaging experience with their film that was immersive and
entertaining.
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10. OZ
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11. OZ
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12. PINTEREST:
HOW TO BE SUCCESSFUL
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13. STARBUCKS
STRATEGY: Position Starbucks as a lifestyle brand.
IDEA: Use Pinterest to show ideas and images that relate to the
Starbucks brand.
EXECUTION: It only has seven boards but they have more than 900 pins
between them, and have attracted more than 76,000 followers.
In comparison,Walmart has created 65 boards but has just
12,000 followers, while ASOS's 13 boards have around 25,000.
The boards are full of fantastic images that are almost entirely
sourced from third-party sites.This is an important part creating
a successful Pinterest strategy, and is something that a number
of brands don’t seem to grasp. In September 2012 it offered
followers the chance to win a Verismo System coffee machine if
they created a board named ‘It’s possible’ then pinned six images
to it, including one of the new machine.
Source @stoneward

14. STARBUCKS
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15. STARBUCKS
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16. NARS
STRATEGY: Use Pinterest to offer exclusive deals to followers and generate
sales.
IDEA: Work with popular pinners to drive traffic to the Nars retail site.
Nars partnered with three popular Pinterest users to offer early
EXECUTION: (and exclusive) access to its new Satin Lip Pencil collection. In
collaboration with Nars, the three women have developed
Pinterest boards for their own accounts that compliment the
pencils' three color categories: red, pink and nude. For a week
leading up to the collection's full release, Nars fans will be able
to purchase the pencils only by clicking on product images
pinned to the boards. New pins will be added throughout the
week. Nars didn't insist on heavy branding, instead encouraging
the women to pin the kind of inspiring images Pinterest users
like. Product placements will appear at intervals. Using Pinterest-
specific analytics tool Pinfluencer, the company's digital marketing
team identified three users who had already driven significant
traffic to its website.While many companies invite much-followed
Pinterest users to "guest pin" for their own accounts, Nars was
smart to encourage their partners to pin for their own accounts,
Source and thus take advantage of their far larger followings. @stoneward

17. NARS
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18. NARS
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19. NARS
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20. NARS
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21. KEY LEARNINGS/
TAKEAWAYS
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22. KEY LEARNINGS
• Content that comes from a brand doesn’t
have to be heavily branded. In fact, it is
more likely to get shared if it is not heavily
branded.
• People are bored at work, bored standing
in line and bored sitting on their couches.
Give them something entertaining and they
will spend countless hours with it.
• Know your target audience and cater to
them, where they are spending their time.
@stoneward

23. DISCUSSION/
QUESTIONS
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24. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com