17.7.09
Case Study - Football Superstar : Running a successful Facebook Page
Last night was the final episode of the Fox8 reality TV show Football Superstars. We looked after the online promotion of this show. One of our tactics was to create an official Facebook Page. We knew their audience used Facebook and that it would be a great way to keep an on going dialogue with these fans.
We found an existing page for Football Superstar, which we took over from a fan from last season. The group had 347 fans. It was amazing how effective the Facebook Advertising was for finding fans of the show. We grew the group to well over 5,400 fans.
It will not win any awards but god damn it was effective with a ridiculously low cost per acquisition rate of 20c.
4. Key Learnings
1. Female Skew
We originally set the advertising to just Male (14-23) but what we found was that the show had a strong female teen audience, who were actually the most vocal online.
Page Demographics
Demogaphics on who was interacting
2. Stars were active
A number of the stars from the show were really active on the page. This was great for fans to feel closer to the show.
3. Facebook Pages still have a few glitches
You cannot create an event that invites everyone from a page to an event, this is a little annoying. However the Status updates get amazing responses and a great upgrade.
4. Some things are out of your control
State of Origin and a Soccer Final on the same night as your finale and launch is going to seriously affect your ratings.
Half-baked rip-off
Brand Review:::Batatee5
Brand Owner: Batatee5 Creations
Geography: Jordan
Launch Date: 2008-2009
- Batatee5 is truly engaging brand, it was created by lovers and consumers not by marketing departments to tap into basic mind slots of Cold, Healthy & Fresh nuggets watermelon.
- Users inspire and drive brand presentation.
- User immediate reactions approves / disapprove consumption.
Unique and extremely differentiated & highly supported by natural combination of watermelon RED, Green colors
Image
At this age of a newly launched brand , existence of brand owners is developing high networking impact and recruiting daily brand advocates .
An intervention of an expert in fruit photography & food stylist will add value to brand communications materials.
Growth Potential
Once the business idea formulated out of –only- summer related concept, all indicators are skewed towards creating viable, sustainable brand .
Marketing communications is a key driver for the brand to be developed and elevated, and there is an noticeable evident for the need to combine a brand expert in the business model at this stage ...
Utilizing social media is not yet employed strategically, Facebook page and a fan page is not enough to reach and create business developer word of mouth .
For Batatee5 brand to progress up, I believe the need to look & to be inspired by the below innovative concepts and initiatives.
They could inspire Batatee5 for the brand to benchmark and outperform..
16.7.09
Giant little puppet girl
Aired: June 2009
AdmCom:::YOC
YOC – the Official Year of Creativity – is an initiative launched by AdmCom to dedicate 2008 to the exploration of the infinite potential of creative energy.
“Be the change you want to see in the world”, this is the idea behind YOC_BOX, the first in a series of initiatives launched by AdmCom.
An unusual self promotion tool, YOC_BOX is a box containing 366 ironic, surreal and provocative business cards. Each of the cards, which are personalized with the name of the person they are sent to, carries, in highly original graphics, an impossible profession or an imaginary role that we have all dreamed of, or perhaps, would simply enjoy doing for a day. This everyday object has therefore been destructured and reinvented in order to revolutionize the labels and habits that others see when they look at us or that we ourselves see when we look in the mirror.
The concept behind YOC_BOX is also at the heart of YOC_CLICK, the site at www.yearofcreativity.com where you can view the 366 business cards. All the cards, which can be personalized with your own name and downloaded completely free of charge, are ready for printing. Alternatively you can send them to a friend who can personalize them online.
Soon all visitors to the site will be able to interact by sending their proposals for new, imaginary (but not therefore impossible) jobs, reflections and ideas to YOC_CLICK.
Advertising Agency: Admcom, Bologna, Italy
Released: January 2008
IBM:::Taking tennis up a notch
IBM has worked with Wimbledon as a scoring and statistics partner since 1990, keeping on-site broadcasters, media and tennis fans up to date with the latest scores and statistics.
In order to ensure that tennis fans could access this all-important data on the move, IBM created a suite of mobile applications. The idea was to allow fans to engage with the event whether they are attending in person or sitting in their garden 5,000 miles away.
One application, developed for the T-Mobile G1 phone, features location-aware visualization technology combined with augmented reality. The app acts as a real-time guide and interactive map of the 2009 tournament, also providing up to the second scores. Users can view the tennis courts and Wimbledon grounds through their camera phone and find information about what they are looking at. So by pointing the camera lens towards a court it identifies the court number and displays details about the current and subsequent matches.
A second Twitter application (downloadable at www.wimbledon.org/ibm) enables fans to receive specific Wimbledon real-time ‘tweets’ from a variety sources, including players, commentators and a team of IBM scouts at the event. The Scouts will give first hand accounts about queues, seat availability, taxis, travel information and life match updates.
REGION:Global
DATE:Jun 2009 - Jul 2009
MEDIA CHANNEL
Snickers:::Snacklish
In April 2009 the Snickers brand re-introduced the Snickers bar with a marketing campaign that transformed everyday words and phrases into its own language, “Snacklish”. Snickers had a focused out-of-home strategy that would capitalize on the new taglines featuring words in Snacklish.
The OOH strategy built local awareness within key Snickers markets through a variety of targeted media placements and mass reach outdoor formats. The “Snacklish” creative, tailored to each of the 16 US markets, surrounded people through relevant touchpoints via 14 various OOH media such as “Satisflying” billboards in airports, “Snaxi” digital taxi tops and digital billboards that changed creative to match the time of day such as “3 oclockishment” (in honour of the time of day when Snickers is most consumed) and “Get a Degree in Snackanomics” in local market financial districts.
Additional diverse formats leveraging the creative power of the tagline included bulletins, 30-sheets, bus shelters, phone kiosks, bus posters, subway posters, brand trains, taxi tops, urban panels, wild postings, pump toppers, elevator screens, in-office branding and in-store branding. Snickers customized a 3-D LCD digital screen equipped with a unique audiostereosonic process, designed to jump off of the screen and engage passers-by.
The Snickers campaign created a sensation and broke through the media clutter. Brand awareness levels were heightened and Snickers received a substantial amount of press coverage including the NY Times, Mediaweek and on blogs.
BRAND:Snickers
BRAND OWNER:Mars
CATEGORY:Confectionery/ Snacks
REGION:USA
DATE:Apr 2009 - May 2009
AGENCY:MediaCom, Kinetic
MEDIA CHANNEL
Firestone:::thinks pink
Tyre manufacturer Firestone needed to build a relationship with female drivers. Research showed that half of New Zealand’s women make tyre-purchasing decisions themselves, but most feel they are being exploited at the point-of-sale.
An advert by its male-led creative agency tested badly with the female audience Firestone was trying to reach. Instead, it’s female-led media agency suggested delivering action rather than words by the company supporting Breast Cancer Awareness.
Firestone set up a designated website selling pink tyre dust cover caps for $2 each. All proceeds were donated to Breast Cancer Awareness. It decided to begin the campaign in September to avoid its message been lost amongst the many breast cancer sponsorships that run throughout October.
The 10,000 pink dust caps initially ordered by Firestone sold out in just eight days. An additional 20,000 were sourced and sold. In all 30,000 dust cover caps were sold, 25 days before the campaign ended. In total Firestone raise $63,950 for Breast Cancer Awareness and raised the profile of its brand amongst female drivers.
BRAND:Firestone
BRAND OWNER:Bridgestone Ltd New Zealand
CATEGORY:Automotive
REGION:Australia
DATE:Sep 2008 - Oct 2008
AGENCY:Omnicom
MEDIA CHANNEL
Baci Perugina:::Campaigning for a kiss
Nothing says I love you like a box of chocolates. And, as Valentines is the day of love, Baci Peruggia decided to cement its position as one of Italy’s favourite chocolate brands by spinning a timeless tale of love, complete with modern twist.
The plotline is familiar enough – Boy likes girl, Boy asks girl for a kiss, Girl sets boy a task to prove his love. But rather than ziches or jewels, Gaia demands Giovanni gets over 50,000 people to ask her to kiss him before she will consent.
Using social networking channels such as You tube, Facebook and the Perugina community, online groups were set up and viral videos released to capture Italians interest in the story. An interactive outdoor event was also held. Only when people were hooked into the story did Baci Perugina reveal its association.
In just 10 days, 50 000 emails needed were sent to Gaia. Over 25,000 contacts were made on You Tube and there were over 150,000 visitors to the Baci Perugina website. Sales went up 11% and Giovanni’s quest was even talked about on TG1, a major channel in Italy. Most, importantly, though, Giovanni got his kiss.
BRAND:Baci Perugina
BRAND OWNER:Nestle
CATEGORY:Confectionery/ Snacks
REGION:European
DATE:Feb 2009 - Dec 2008
AGENCY:Armando Testa
MEDIA CHANNEL
Zee Aflam:::360 plan to launche in Middle East
Zee Telefilms had established itself as a provider of top quality entertainment with its Hindi language channel for Asians, but it wanted to reach out to the potentially huge audience of Arabs in the Middle east area.
Research showed that Bollywood movies were popular amongst Arabs in the region and that a new Bollywood channel would go down well with locals in Saudi. The main target for Zee Telecoms was Arab females with males, and the rest of the family, secondary.
Using a teaser campaign across newspapers, TV and radio Zee Telecoms ran the slogan – ‘Bollywood in your blood’. A reveal phase then introduced the actual channel – Zee Aflam – to the Saudi public with the strapline ‘Bollywood in Arabic’.
Malls and female salons in particular were the focus of the out-of-home campaign. In malls, promos of Zee Aflam played on a TV whilst a painter created florid murals on a wall behind. Banners were used in female salons to reach the channel’s target demographic.
One month after its launch, Zee Aflam sat 6th on a chart of the most watched movie channels in the Middle East. Three months after its launch the channel was No. 1 in the chart. After 5 months it was 3rd, but Zee Aflam had still managed to usurp well-established channels such as Fox Movies in a short space of time.
Microsoft:::Agent IT attack
Agent attack IT takes the format of a secret agent game, where the player has to sort out IT problems without blowing their cover. Once players have successfully completed the first stage they are allowed to compete against each other. A high-score table was designed to encourage repeat plays.
The results were positive. 21,000 users registered in the first 6 weeks. Overall there was a 71% reach. 2 user-groups on Facebook and SchulerVZ were set up and various requests for school accounts came afterwards. Each player learnt everything they would have done in a conventional IT module, but in a fun, interactive way.
BRAND:Microsoft
CATEGORY:Electronic Goods
REGION:Germany
DATE:Feb 2009 - Mar 2009
AGENCY:Universal McCann
MEDIA CHANNEL
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