A Lab of Viral & Social Movements

Yesterday

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W H E N W E S A Y D I G I T A L …

W E M E A N E V E R Y T H I N G D I G I T A LSource: http://www.infuz.com/approach

Golden DigitalA Lab of Viral &

Social Movements

Business Positioning// One-stop-shop is so-so at everything. We’re not.What we are best at? Or only we can do.

A digital company creates brand experience and viral movements by the

implementation of Design Thinking philosophy.

A digital company owns the lab to turn brand data into brand stories.

The unique partner that focuses digital ecosystem strategy & data visualization.

(not just a sexy microsite with no returning users)

Digital/social/ online world is all about visuals.But digital agencies don’t have badass design+tech thinkers. They design beautiful works, not solutions.

Phase 1Collect data

Phase 2 Phase 3Insights!Results!Profit!

WHY?

visualizing realtime

checkins at polling

locations for the 2010 election

A collaboration between JESS3, foursquare, VIP

(Google + Pew) and Engage

Data can inform your content.

Your content can be made from data.

Measuring your content’s effectiveness requires collecting data.

Visual Reporting

Makes it universal

Makes it snackable

WHY?

See: 5,000

Engage: 76

Recall: 12

Act on: 5Yankelovich Consumer Research

you have to be the

0.1%

You have to create breakthrough work to be noticed.

You have to create work that provides value to be shared.

There are always at least two stories to tell.

The one you set out to tell and the one about making the one you set out to tell.

Tell them both.

HOCVIENIQ by ABBOTT

SIMILAC GAINPLUSABOUT THE BRANDFor mothers with infant and toddler who wish to ensure their child best performance and provide them the foundation for a bright future, new Similac is the infant and growing up milk formula containing the most advanced EyeQ system, enhanced with Intelli-Pro, clinically proven to enhance absorption of key brain nutrients for optimal brain and visual development

CHALLENGES• From: Moms have a lot of choices when thinking of a

brand that support kid’s brain development

• To: ONLY SIMILAC has the innovation of IntelliPro which is clinically proven that enhances absorption of key brain nutrients and famous EyeQ system – the holistic combination of 12 key nutrients for optimal brain and visual development

Solution: Intelli-pro Lab is a science lab of Similac Gainplus to discover the brain nutrient absorption journey of kids. It is a hub & an interactive e-training for moms to enhance knowledge about kids’ brain development and to engage with a Contest provided by Similac Gainplus to develop their kids’ performance. The Intelli-pro lab is being launched from July until October 2014. Results: 8,400 registration & 850 video submission after 5 weeks

SIMILAC GAINPLUS

Services & GoalsDIGITAL ECOSYSTEM ONLINE REPUTATION

MANAGEMENT

Digital Strategic Integration

Viral + Social Experiment/ PR Stunt

Listening Tool Management & Analysis

Clean-up, Alert, Predict Package

Content Management System (CMS)

Content Marketing

Ultimate Online Crisis Management

Community Management

MEDIA MANAGEMENT

Exclusive Adnetworks & Game Publishers

Network for Kids Only

Display Marketing packages

Wifi Marketing Packages in Hospitals

& Playgrounds

Viral + Design + Event Display

Tools: Offerpop, YouNet, VelocityTool: Zoomph

SocialCRM

Tool: SuperAwesome

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What’s in a Package?

The only important thing about content design is how it relates to people.

Victor PapanekDesign for the Real World: Human Ecology and Social Change (1971)

The only important thing about data is how it empowers people.

Leslie BradshawApplying Victor Papanek’s sentiments from 1971 to today’s data challenge

What we have done differently for clients?

Talk to us.

For the past 6 years

GOLDEN DIGITAL

CASE STUDY

CHALLENGE

To change consumers’ perception by experiencing Levi’s jean and build the spirit for product.

LEVI’S GO VIETNAM

IDEA

To create the exploratory spirit that encourages young people to experience their free life through a journey.

"Go Vietnam" is the travel trip that audiences required to travel by motorbikes within 200km around HMC and Hanoi 5 days.

LEVI’S GO VIETNAM

SOLUTIONAt first, attendants must record video of their team , ask the vote from public

audience. Only the selected team can be join the trip The winners are asked to travel to designated places and freely explore the

interesting things each place. Before moving to the next destination, they also need to complete the given creative activities and inspire people by sharing

their videos, pictures, blogging in micrositeDuration: July – August 2011

LEVI’S GO VIETNAM

SCOPE OF WORK

Banners, Google Adword, Facebook fanpage, Facebook

conversation, Forum seeding, Online PR

RESULTS

One of the most successful viral campaign, banner: 40% budget244 video submmited,

Facebook: 244 video, 6,693 fans, 1,005 posts + 7,285 post likes + 11,066 post comments

Forums: 2,155 comments/100 topicsMedia: 95,000+ click, 110,000+ visit, 22,000+ members, 15,000+

votes

LEVI’S GO VIETNAM

Objectives: To educate the image of “Naturenz - Liver detoxification expert” onto the consumers’ mindset via an innovative Digital ecosystem in 3 years.

Strategy:Implement Design Thinking for 3 stages:1.Visual Assets for Education2. Content Hub3. Community & Loyalty/ Values

Facebook fanpages10.569 new members after 3 months running on

Naturenz ebook

Stage 1: Visual education

Naturenz clip1,233 views without running any media

SEO

Forum seeding

Online Event

Influencers

Social

conversation

Facebook ads

Stage 2: Content Hub

Stage 2: Content Hub

Stage 2: Content Hub

Stage 2: Content Hub

Stage 2: Content Hub

Stage 2: Wifi Poster in top liver hospitals:Viral Content Hub

Stage 3: Empower Community & Loyalty

Stage 3: Empower Community & Loyalty

Content Estimated KPIs Actual KPI % Exceed

Cooking challenge -6.000 views-200 comments

-11.174 views-426 comments

86%

Subbox on webtretho - 16.000 views- 800 comments

-20.921 views-1.169 comments

30.7%

Hot Fanpage -320 likes-480 comments

-3.529 likes-2.034 comments

1002.8%

Fanpage Content Management 10.000 new members 10.596 new members 5.96%

Facebook Advertisments -12.580 clicks-CRT: 0.09%

-31.464 click-CRT: 0.554%

150.1%

Clip 1223 views-

Naturenz Ebook 5-10 pages 18 pages Naturenz online 80%

Banner dantri.vn - 18,150,000 Impression- 9,983 Click.

-24.863.665 Impression-25.407 Click

37%

BRITISH AMERICAN TOBACCO

ABOUT THE BRAND• British American Tobacco (BAT) is classed as

one of the top 50 employers, top 5 employers

high paid & top 10 FMCG companies in

Vietnam (AC Nielsen). • BAT is recognized as providing its employees

high quality training and developmental

opportunities, competitive rewards, fast track

careers, on-going employee engagement and

entrepreneurial culture.

CHALLENGES• Potential candidates would not name BAT

top of mind when looking for a position• Due to the restrictions of tobacco industry,

BAT has to compete with other FMCG in

attracting and retaining the best talents• The advertising ban on product brands

makes corporate brand at an unfavorable

condition

EMPLOYER BRANDING CAMPAIGN

BRITISH AMERICAN TOBACCO

SOLUTION• Golden Digital created an official hub about dark market to store all information that they have

never known about this dark market & BAT’s career development & culture.• To make the data informative & valuable, Golden visualize it to be under infographic form.

BRITISH AMERICAN TOBACCO

SOLUTION• We use forums, hot career

fanpages, KOLs to spread these 3

infographic

RESULT• Microsite: 46,000 visits within 4

weeks• Infographic: over 400 shares

within 2 weeks• Forums: 6 topics, over 200

comments & over 15.000 views• Fanpage & KOLs: nearly 10.000

likes, 500 comments & 100

shares within 4 weeks

DUTCH LADY

ABOUT THE BRANDDutch Lady is the heart brand of FrieslandCampina Vietnam that provides milks to kids and has been come to Vietnam for over 20 years. Dutch Lady is one of the most favourite milk in Vietnam

CHALLENGES

• Dutch Lady wanted to create something

breakthrough and exciting to describe 20-

year-journey of it coming to Vietnam

DUTCH LADY

SOLUTION

• Golden created a viral clip and made a rap song to describe the journey of Dutch Lady to Vietnam.

• The clip is funny; cute; creative by stop-motion style

WHITE LION BEER

ABOUT THE BRANDWhite Lion is a new beer brand in Vietnam and HCMC was chosen to be a place where launching this product in November 2013.

CHALLENGESWhile Lion beer wants to deliver the key message “When drinking While Lion Beer, male become more brave, strong and ready to conquer any challenges”

WHITE LION BEER

SOLUTION = CONTENT STRATEGY + VIRAL MARKETINGPhase 1: Awake customer about White Lion icon – a legendary, conqueror and warrior passionately on online and print media

Phase 2: Create online conversations about the masculine spirit of White Lion beer via viral clip series

WHITE LION BEER

RESULTAfter 4 topics communicating about event activation:• On forums: 19 conversations with 63,000,000 plus views and 1,000

commenting about activation.•On fanpages: 26 topics talking about activation with 5,000 likes, 1,400

comments and updating…•2 viral clips also get many views (5,000 views in 3 days)

PERRIERABOUT THE BRAND

Perrier® Sparkling Natural Mineral Water is sealed in tamper-evident, recyclable glass and plastic containers and is imported by Nestlé Waters North America. You can find it in most retail outlets. It is served in restaurants as a sparkling refresher or cocktail alternative.

It is imported to Vietnam by Ân Nam Group.

CHALLENGES

• Introduce Perrier as the Ultimate refreshing

sparkling water and encourage people to

enjoy Refreshment with Perrier .

• Recruit the potential “racers” for the Beach

House Digital Contest

PERRIERSOLUTION

Represent Perrier Facebook as a lifestyle hub for

youngster to hunt the interesting treasure and

enrich their life experience; engage with.

Hold the digital photo contest to encourage fans

to stay melt-proof, grab a Perrier and get a

chance to win the main award – a day at

Perrier Beach House in Sanctuary Ho Tram with

7 friends

RESULT

Achieved more than 200% of KPIs

C2ABOUT THE BRAND

C2 Green Tea or sometimes referred as C2 is a

bottled green tea beverage produced and

manufactured by Universal Robina. This drink is

first manufactured in the Philippines.

CHALLENGES

• Reinforce brand philosophy

• Enhance C2 Image & gain more community

interest

• Engage TA with emotional approach.

C2SOLUTION = GIVE LOVE – GET LOVE• Create collection of stories from around the world about youngsters ( including

Anna Truong) show their loves to others in many very UNIQUE & SPECIAL, touching, inspiring ways & how they get back the love by giving it. http://youtu.be/KVSiF07jNbg

• Viral stories of KOLs sharing love & get back love (eg. Loves for parents, friends, fav pets, etc.)

• Hold a photo contest on Facebook encouraging fans to share their give love – get love moments.

C2RESULTAt the end of campaign, contest recruit 293 submissions, 22k clip views, 18k new fans on fanpage and thousand of feedback on social channels…

BMW X3 INTERACTIVE APPLICATION

Thank you.

Got a cool (but tough)

brief?