The document discusses strategies for successful digital campaigns. It provides case studies of companies that saw increases in key metrics like traffic, revenue, and customer engagement through their digital campaigns. Specifically, it discusses how Jumeirah saw a 50% increase in organic revenue through search optimization and social media integration. It also discusses how Coca-Cola engaged more teens through a personalized content marketing program. Finally, it outlines how Sony grew brand awareness and preference for its Xperia phones through a video content campaign that inspired and engaged existing customers.

1. What Makes a Successful Digital Campaign
Anneli Ritari - Group Account Director
Firas Wahida - Director of Digital Media
@AnneliRitari
@FirasWahida

2. The successful digital philosophy

3. The Changing Media Landscape

4. The changing media landscape

5. The new digital funnel
Socially infused funnel
Shareability
•Better use of connected content.
•Optimised to drive social signals for
search equity.
SHAREABILITY
•Leveraging peer-peer (on aggregate
or personally)
•Better data
• Retargeting
• Context for cross-sell
• Better conversion
•Harnessing customers to work
harder for you

6. Blended teams and disciplines
BRANDS
PEOPLE
Data

7. The digital journey to success….

8. How to get there
… Great digital

9. Summary of Successful Strategies
Jumeirah: Multi-signal SEO

10. Case Study: Jumeirah
Challenge:
• Increase traffic, bookings and revenue by
10%
Solution:
• Link-building campaigns, creation of
engaging content optimised for social
media with the necessary support to go
viral.
• Support for cultural and organisational
changes.
Results:
• 50% increase in organic revenue

11. SEO & social integration
Twitter & Facebook
Facebook

12. Results

13. Amplification
Adam
Young
“This year’s
coolest music
videos” Link
Key Word
Anchor Text

14. Utilising sponsorships and digital assets

15. Search & sponsorships
• Searches and on Google for both Rory Milroy and Jumeirah spiked dramatically
during and after the US Open
• As a result of the pre-emptive optimisation strategy Jumeirah managed to capitalise
on a huge amount of traffic for Rory Milroy related searches.

16. Data Driven Content Strategies

17. Case Study: Coca-Cola
Challenge:
• Get more teens (3 million+) to drink more
Coke (a serving, monthly or more) and get
them to love Coke
Solution:
• A Consumer Engagement programme that
uses data to drive the provision of exclusive
content, relevant to teens interests
• A website, social fan page, social application
and Social CRM personalised direct messaging
and a mobile site and application
Results:
• A consumer engagement programme which
rewards teens with relevant content driving
advocacy and social kudos, ensuring that
when a teen visits a store, Coca-Cola becomes
the choice already made

18. Customers
are unique

19. So, why is
content one-
size-fits-all?
Photo credit: Andreas Gursky

20. Customer Data Driven Content
Relevant
Customer individual level
Targeted = engagements
Personalisation Decision Engine
Content across multiple
Strategy
channels
Customer data-driven content is a new blended product between
CRM, Content Strategy and Analytics.
It empowers brands to deliver highly relevant, targeted content to
customers across multiple channels

21. We are working with
coke to p u t is i g i
Our work on OlympicsD beingt a l
rolled out toc o n t e across all
a n d 60 markets n t a t
continents
the he a rt o f the
b u s in e s s -
A highly personalised experience
Doubling the Coca-Cola
with a CRM engine supporting the
journey, consumers 2020tailoring
business by will be
content to create Olympic music
requires a leap change
based on their preferences and
in approach when it
profile
comes to marketing and
value creation
21

22. Sony: Video amplification

23. Case Study: Sony Xperia Studio
Challenge:
“To engage early adopters behind the Sony
Ericsson brand and the Xperia products by
advocating and amplifying Xperia to a
wider consumer market, developing the
brand as front of mind at point of purchase
and beyond”
Solution:
To create the campaign ‘Xperia Studio’ -
mantra of “Reality Remade”:
Invited the most talented people of the
digital generation to create beautiful,
disruptive experiences that enhance
everyday life for the rest of us.
Those that took up the challenge were given
Xperia phones, financial support and a film
crew to capture their story.

24. The solution

25. 1. We created inspiring content
around Xperia smartphones, clearly
associating the brand with
innovation and entertainment

27. 2. We successfully engaged multiple
online communities by creating
content that was relevant to key
passion-points

28. How to bake relevance into content
PR: CONTENT
STORYLINE: ONE PICKED UP BY
GUY’S DREAM OF THE SUN AND
PRODUCTION SEEING HIS GAME IN JALOPNIK,
VALUES: GREAT REAL LIFE – THANKS WORLD’S
LOCATION TO XPERIA LARGEST CAR
BLOG
PRODUCTION
FRESHNESS: VALUES: SWEET
CONTENT TIED FLARE EFFECT
INTO RELEASE OF
RECKLESS RACING
2 INFLUENCER
PARTICIPATIO
N: KEY GAMES
BLOGGER
FEATURED IN
CONTENT
SEO:
POPULAR
GAME USED
IN TITLE SUBJECT: FAST
CARS +
COMPUTER
GAMES

29. Acceptance from online communities
“ P r e t t y c o o l a la r g e c o r p o r a t e lik e S o n y
E r ic s s o n w o u ld t a k e n o t ic e o f t h o s e d u d e s f o r a
p r o je c t lik e t h is . ”
B M X U n i o n on Scanned “ T h a t ’ s r ig h t f o lk s , t h is m o v ie w a s
s h o t o n m o b ile t e le p h o n e s . A m a z in g , I
k n o w . T o m H a r p e r is a n u p -a n d -
c o m in g B r it is h d ir e c t o r w h o h a s
a b s o lu t e ly n a ile d t h is p r o je c t . F o r a
f ilm t h a t w a s s h o t in t w o d a y s o n
“ A c o m p a n y p r o m o t i n g a r te sl ltp b a s e d , pi t ’ o st oagw a p h y e . ”
c i -h o n e s h res om
D r e a d C e n t r a l on The Swarm
p r o je c t s is a p r e t t y c o o l t h in g . W h a t p h o t o g r a p h e r
w o u ld n ' t w a n t t o b e s p o n s o r e d in a n e f f o r t t o
c o n c e p t u a l i z e a n d c a p t u r e t h e ir o w n a r t i s t i c

30. 3. We created an always-on
programme, enabling a non-stop
conversation around the brand

31. Regular Content Meant Continuous Engagement
“ Awesome
idea! “ OMG...
And an entire “ It’ s
congratulation movie amazing
s for getting filmed by a what you
“ If it really captures
Social Interactions - Comments/Shares/Likes/Mentions
on wired.com cellphone can do
=) th “ Really images as good as
9 September camera??? with a
Love this “ Wow! innovative shown here, boy it's
Public Launch ... smartpho
one.” that's and cool a fantastic
awesome ne these
Amazing.” idea.” camera!!!!” 5th March
sony... just days.”
Reckless
4th October awesome...
3rd November 13th December ”
Scanned
Slickrock Trail Shoot and Move On
30th Jan
The Swarm
Video Plays
= Video Plays
= Social Interactions -
Comments/Shares/Likes/Mentions
= Content release
Social Interactions dropped Jan due to halt of Sony Ericsson Fan page Facebook post activity
= Social Commentary

32. 4. We created content that inspired
existing customers,
driving loyalty

33. Positive reaction from Facebook fans
“Gotta love sony! apple ain't got nothing on this one.. now i
just want my sony xperia s that is one sexy beast”
•Facebook quote from Rodrigo Rosales on Reckless Racing
“Xperia Smartphone used to race real car
racing. That's a bit more than Brilliant,
SONY!!! :)”
“Well shot, well edited, and well done tricks. I got Rozarse ray, Reckless Racing
Facebook quote from
the Antony on awesome
phone!”
Facebook quote from James Slug on Scanned Xperia Studio content
generated 136,776 Likes and
4,307 shares from 56 posts
Facebook posts analysis, September 2011 - March 2012

34. 1. We moved customers through the
Funnel - from Awareness to
Preference to Conversion

35. 17
The proportion of Xperia Studio
%
visitors who clicked through to
product sites

36. To Summarise
• More passion-points baked into content – make each piece as relevant to as
many communities as possible
• Bought media guarantees really big numbers, and only regular content builds
loyalty
• Tell great brand stories and connect them to customer data
• Amplify your company’s assets online
• Look at digital holistically, blend teams & disciplines
• See each step of the customer journey as an opportunity
for the brand to be shared
• Innovation and unique brand stories creates magic which fuels digital success