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SoLoMo Thursday 

Hafiz SalehSocial Media Analyst

Techsailor Group

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@SoLoMoThursday

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Opening Note

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26 Sept 2013

PAGE 4

Objectives

26 Sept 2013

PAGE 5

Speaker: KIM LEE

26 Sept 2013

Kim LeeExecutive Creative & Digital Director, Renaissant

Managing Creative Director, Kimwillrule

Vast differences between clients/brands in

Europe and

Singapore

Singapore:

“Show me the money”

Europe:

“Show me the big idea”

Singapore:

Returns on cent

Europe:

Returns on investment

• Budgets are shrinking.

• Make dollar really stretch

• Harder to justify returns on investment, especially in the social media realm.

If big brands are watching marketing spend with hawkeye, what about smaller ones?

ENTER

M.A.D. School is constantly constrained by a marketing budget so small, we shrink David to pea-size when pitted against the Goliaths of other design, advertising and communication schools well-oiled by government and private funding.

Reality Check

MentalityReally small budgets can spawn really big ideas.

HOW? #1 Get really creative. #2 Throw in copious amounts of reality checks. #3 Get fiercely digital.

Undefeated and ambitious, they dream big and embark on a digital-centric approach that is budget-lean.

Earned, paid and owned media

M.A.D. SCHOOL RAIDERS

The insight

• M.A.D. SCHOOL is a small private school.

• The education scene in Singapore is very competitive, dominated by government-funded schools and rich private schools with high marketing spend.

• M.A.D. stands as David against Goliaths.

• January is the Open House period when schools pump up the money to create excessive collaterals and events.

• MAD is handicapped by a-near 0 budget, lack of resources and marketing plan.

That is however over-shadowed by our bravado.

The idea

Raid the Open Houses of the other well-financed design and advertising schools and steal their target audience (because they are ours too, saving us precious time and money). By gatecrashing the schools in a brow-raising vintage Volkswagen van with our mob squad and giving free ice-cream in return for Facebook ‘Likes’ on our FB page (so they revisit our page).

Raid the Open Houses of the other well-

financed design and advertising schools and

steal their target audience (because they are

ours too, saving us precious time and

money).

3 days, 6 schools.

The Strategy

• Using mob squad to give out free ice-cream in return for Facebook ‘Likes’ on our FB page (for repeat visits and reflected on newsfeed).

• Chance to win movie tickets by posing with a special frame and getting friends to like shots (another reason to visit our FB page).

Brand Awareness, Brand Recall, Repeat Engagement

Multi-screen & location-based mobile marketing

• Prospective students like our page via on tablets or mobile

phones.

• Stopped target audience in tracks and directed their interest to

school’s curriculum.

• Direct engagement with target audience

Mobile video content creation & virability

• Anticipation of close shave with security

• Filmed confrontation scenes and took off fast whenever we were

shoo-ed away.

• We braved on so we could create real footages that could

potentially go viral.

‘Glocal’ seeding on 50+ global social media and sharing sites/blogs/forums such as:

Social Media Campaign

Word of Mouth

Owned media space

Create compelling content

Featured on

Total budget = $2000+Mob squad = 10 peopleCreative / production = 5 people 1500+ Facebook Likes

`

Another Dimension: The Smallest Open House in the World

The insightAfter raiding the other schools’ Open Houses, we launched our inaugural Open House—‘Another Dimension: The World’s Smallest Open House’ because our campus is tiny.

The idea