The Digital 4 Ps of Marketing Campaigns Dave Drodge
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ACE campaigns with the digital 4 Ps - Dave Drodge. New power in the digital age powers campaigns through peers, participating on platforms enhanced by performance to produce power.
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The Digital 4 Ps of Marketing Campaigns Dave Drodge
- 1. How to A.C.E. new ideas? A.C.E. campaigns with the digital 4Ps © 2018 David Drodge
- 2. Overview • 2 campaigns • 4 Ps • 1 Outcome
- 3. Evolution of an idea… “Neck and Nominate” 2008-2012 • 2008 UK Drinking Game • 2012 Knock on a strangers door & nominate
- 4. Evolution of an idea… “Cold water challenge” 2014 • March “24 Hour” “cold water challenge” • May “Cold water challenge” with firefighters for charity
- 5. •“Ice Bucket Challenge” • June & July by Golfers • Aug “Ice Bucket Challenge” Pete Frates ALS patient • Celebrities • …and many of you
- 6. NEK1 and Nominate •June 1st-Sept 1st • 17M Youtube videos • 10B views • $115M raised •NEK1 gene discovered in 2016 • One of the causes of ALS & directly funded by IBC Project MinE
- 7. What‘s changed? Jerry Lewis Telethon Ice Bucket Challenge
- 8. Ice Bucket Challenge – A.C.E. • Actionable: Challenged to make your own video (or donate to ALS) • Connected: Nominate 3+ people to do the challenge • Extensible: Each video was unique …but started from a common stem: your video on Youtube doing something for charity & nominating 3 people
- 9. Ice Bucket Challenge – Underlying forces at work digital 4Ps •Peers •Who will ignite the campaign (Students, Sports) •Participation •How do people make it their own (Video & Nominate) •Platforms •Where will you focus the campaign to spread from (Youtube) •Performance •Be hyperaware to see the trends to create a campaign •Spot what’s working with whom and boost it
- 10. 10 #EndangeredEmoji A.C.E. campaign with the digital 4Ps
- 17. WWF Mentions Direct Mentions of sign up text Presentation to company name 1/27/16 / 10
- 18. Conversation map Presentation to company name 1/27/16 / 11
- 20. With a little help from our friends…
- 21. …press coverage
- 25. A.C.E. •Actionable: using the #EndangeredEmoji hashtag signed someone up to the campaign •Connected: one’s followers on social media would see the hashtag and Emoji •and Extensible: every Endangered Emoji tweeted was their story which added to the overall tale.
- 26. Digital 4Ps of Power •Peers •Trend of people using Emoji – 17 endangered animals •Participation •Using #endangeredemoji signed them up & own stories •Platforms •Twitter was willing to partner & allow it technically •Performance •Saw how peers were already using Emoji (trend) •Spot what’s working in the campaign with whom and boost it especially with celebrities
- 27. 27 Digital 4Ps of Power •Peers 🐬 •Participation 🐬 •Platforms 🐢 •Performance 🐢
- 28. 28 •Peers
- 29. Never start with the technology, always people… •P – People: assess the activities of your audience •O – Objectives: make them SMART! •S – Strategy: how will things change? •T – Technology: decide which technologies to use
- 30. …and how does this change if we view People as Peers? • How does it differ if we treat people as peers • Our customers – are they also sellers? +Gig economy • Our business partners • Our co-workers
- 32. What Journey are they on?
- 33. A.C.E. (New Power by Heimanns and Timms) •Actionable: what triggers can use for action •Frameworks like Heath Brothers’ SUCCES or Berger’s STEPPS •Connected: get it to spread like a virus •Extensible: freedom to own it / re-mix
- 34. Network Due Dilligence CMP & Digital team. examples. Negotiation - KAM Agreement Local Activation Intl activation Results $ distribution 2nd HB Corporate Relations Comms & Mkt Network approval Due Dilligence Negotiation - KAM Agreement Results $ distribution Expand with EA Network approval IAP, Birdday Agreement Local Activation Due Dilligence Negotiation - KAM Local ActivationLocal activation Intl activation Due Dilligence Negotiation - KAM Network approval Agreement Local activation Intl activation Results $ Distribution Due Dilligence Network approval Network approval Agreement Marketing Partnership Partnership - heavy on WWF produced comms * * * Negotiation - KAM * Network Participation Scale To read the whole article visit HBR.org & panda.org/newpower
- 35. 35 •Platforms
- 36. Don’t forget other platforms: unreported platforms like Apple iMessage, gaming and local players especially in search Streaming video like Netflix 158M subscribers (houesholds) …and artificial intelligence’s rising influence through bots and curation (tiktok) especially by the AI superpowers: US and China
- 37. China’s Own Digital World
- 38. …and opportunities for ACE campaigns by concentrating your efforts on specific platfoms.
- 39. Product Platform % of Revenue from top category 79% 71% 43% 85% 99%
- 41. 41 •Performance
- 42. World Sea Turtle Day Video 5M views Small bets – big results Editorial Calendar highlighting “day X” Go Pro on a Sea Turtle 15M views Dredging Ban for GBR Arctic Expedition for Narwhals “Our Planet” on Netflix 25M household viewing in 1st month**
- 43. WWF’s Big bets – big results *Mentions does not cover local specific social media like China or Russia Brand Lift Temporary Long term WWF 926k mentions #Endangered Emoji559k mentions
- 44. 44 •Power
- 45. The digital 4 Ps have unleashed and concentrated Power •Tech titans fill the top companies by market cap • Platforms creating a tech elite • Countered by worker walkouts / whistleblowing •New technology • Blockchain - savior? • Artificial intelligence – 2 nation arms race? US vs CN •Community platforms: Ride Austen & Couchsurfing •Legislation: EU competition’s Margrethe Vestager
- 46. Power Values
- 47. Old versus New Power Tetris Minecraft
- 49. WWF - Together Possible
- 50. Earth Hour IWIYW
- 51. Where is WWF? Your organization?
- 52. Participation Peers Platforms Hyperawareness of trends in your audience A.C.E. the digital 4Ps Virtuous Circle See what’s working & With whom and amplify Power Performance •Actionable •Connected •Extensible
- 53. Place your bets! Lots of them …co-creating your ”Peers” if you want Power.
- 54. Appendix: Dave Drodge https://www.linkedin.com /in/davedrodge/ Connect with me on Linkedin: