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Slide 1: VIRAL & SOCIAL MARKETING
Slide 2: The beginning...
Slide 5: Maturing into...
Slide 6: Trojan
In 2001 Trojan blamed a lack of brand awareness for failing to enter UK Market
Slide 7: Trojan
Slide 8: the big dilemma...
Slide 10: Traditional media challenges..
• • •
78% of consumers trust peer recommendations, only 14% trust ads Only 18% of TV campaigns generate a positive ROI 90% of people that can skip TV ads, do.
Slide 11: Social media challenges..
• Over 20 hours of video content is uploaded to You Tube every minute. • You Tube alone now receives 1 billion views a day • 325m users of Facebook, 500k new sign ups every day • Users are too fluid to lock down to single touch points • You can’t control what people are saying about you (only organise it)
Slide 12: The points of entry now look so different..
Slide 14: Create ideas that move through all mediums..
Slide 15: Don’t tell your audience the story, allow them to tell your story for you..
Slide 16: Viral is now beyond a funny video or game..
Slide 17: • Sell tourism in a new and original way beyond banners, posters and TV ads. • Agency created "The Best Job in the World" – a position that sounds too good to be
true.
• Look after a deserted Island for several months and get paid!
Slide 18: Campaign results
• 35,000 videos created in 197 countries • During campaign the site was receiving 6M unique visits per month • Substantial news coverage across shortlisted countries (50) - BBC ran an hour
documentary on the final. million.
• Media coverage estimated at over $100 million from a campaign budget of $1.2 • And the agency estimates the campaign has reached 5 billion people through
media coverage
•
Agency: Cummins Nitro
Slide 19: Text
Slide 20: Fiesta Movement case study
• • • • • • •
No media spend..... Ford targets You Tube generation with Fiesta launch Engage popular digital story tellers to market your product 6 month online campaign only Covered extensively by “offline” media Different themes; travel, technology, style and design, social activism, adventure and entertainment. The story tellers broadcast regular updates via You Tube, blogs and Twitter.
Slide 22: Campaign results
• • • • • •
4.3 million YouTube views thus far from 1000+ videos created by storytellers 500,000+ Flickr views from 13,000 photos created 3 million+ Twitter impression 600+ Blogs posted content 37% of Gen Y audience were aware of the Fiesta before its launch 50,000 interested potential customers, 97% of which don’t own a Ford.
www.fiestamovement.com
Agency: JWT/Undercurrent
Slide 23: • •
Burger King launches a Facebook application, encourages users to remove Facebook friends. Delete ten friends from profile and get a free Whopper.
Slide 24: Campaign results
• • • •
230k friends were removed by 83k people in less than a week.A great example of real engagement from users.... Facebook shuts it down, citing privacy issues.. Estimate investment; $50,000 Estimated return: $400,000 (press/media value)
Agency: Crispin Porter
Slide 25: Tips for successful viral campaigns
• • • •
Keep your objective simple and plain Be blunt, don’t over crowd your message Use viral video as a conversation starter What does the press release look like?
Slide 26: Thanks for your time
