Creating Award Winning Integrated Marketing Campaigns
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Crea’ng Award Winning Integrated Marke’ng Campaigns Jane8e Toral h8p://digitalfilipinoclub.com h8p://searchprofileindex.com
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Presentation made by Janette Toral at the Innovation Summit 2012 event of Norde International Distributors at Ang Bahay ng Alumni, University of the Philippines, Diliman, Quezon City last February 8, 2012.
Transcript of Creating Award Winning Integrated Marketing Campaigns
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Crea'ng Award-‐Winning Integrated Marke'ng Campaigns
Jane8e Toral h8p://digitalfilipinoclub.com h8p://searchprofileindex.com
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
mobile mobile mobile mobile
Going Digital
Select Monthly Online Ac/vi/es (%) 2009 2010 2011
Visi'ng Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
Visi'ng public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites -‐ -‐ 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums Base: Past month Internet users aged 10+ across Na'onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
Ac'vi'es showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
Realign resources to adopt social media!
Winner of DigitalFilipino Social Networking Awards 2010 (Media Sharing category)
Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
• Online contest open to all sulit.com.ph members
• Suli'zens were asked to create their own Valen'ne’s Day postcard for their loved one using any computer sohware, with a 5.83 x 7.87 dimension and email it to sulit.com.ph
Winner of DigitalFilipino Social Networking Awards 2010 (Forum category)
But we’re missing something
TV PRINT POS CRM
digital
social
game
digital
social
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digital
social
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digital
social
game
mobile mobile mobile mobile
Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
Brand Background Real Leaf green tea is the newest ready-‐to-‐drink (RTD) tea in the market launched mid-‐2009.
Real Leaf is brewed from 100% whole green tea leaves, naturally packed with Theanine, with a delicious hint of fruit and honey.
The Challenge • Reinforce strong challenger status by demonstra'ng
that key influencers have already switched into the brand
Winner of DigitalFilipino Social Networking Awards 2010 (Blog category)
In 2009, Havaianas created a movement calling people to only "wear original" Havaianas flip-‐flops and curb the prolifera'on of local imita'ons and products that
bastardized the brand.
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Winner of DigitalFilipino Social Networking Awards 2010 (Media Sharing category)
Slurpee / Grand Chase
Purchase a 22oz. Slurpee Grand Chase-‐themed Flavor Add P2.00 and get 1 of 9
Collectible Item Redemption Cards
Find the Slurpee / 7-‐Eleven NPC within Grand
Chase and enter your code
Get these awesome In-‐Game items!
Winner of DigitalFilipino Social Networking Awards 2010 (Virtual Worlds / Gaming category)
The MARLBORO Black Lounge
An online member-‐get-‐member promo/on which aimed to grow the number of Marlboro Adult Smoker Database members, while at the same 'me support the launch of the brand’s newest variant – Marlboro (Black) Menthol.
*Promo period: Sept 1 – Oct 5, or when the 50 Black Lounges are completed – whichever comes first.
Winner of DigitalFilipino Social Networking Awards 2010 (Virtual Worlds / Gaming category)
What I Want for Christmas Photo
Contest
Photo, Video, Media Sharing Category
Loca5on-‐Based Category
7-‐Elec/ons Gulp Your Vote
Clear Swap Challenge
Social News, Bookmarking, and Media Vo5ng Category
Offline is important for an integrated approach.
TV PRINT POS CRM
digital
social
game
digital
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digital
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mobile mobile mobile mobile
Book reference: Brains on Fire
The Challenge: Making the Award Winning Experience Available to
Entrepreneurs (including to digital entrepreneurs)
Disrup've Diva
• Social tools (product, story, usage behaviors) to reclaim: – Social space – Social arrival
Source: h8p://mobileyouth.org
Fascinate book by Sally Hogshead
Help us Fascina'ng the audience
Digital, Print, and Offline
Business Model Genera'on book
Fascinate book by Sally Hogshead
Fascinate book by Sally Hogshead
Howtofascinate.com
Home, Hangout, Hideout
Study the market where they are.
Source: h8p://mobileyouth.org
Brand vs. fan ambassador • No more big ideas. • Ideas from ground-‐up.
Yahoo Purple Hunt 2009
We buy with emo'on and jus'fy with
logic
Source: h8p://mobileyouth.org
h8p://enjoythebest.ph
Inquirer.net leads in Mobile Content and Mobile Marke'ng for Print News segment
Business Model Genera'on book
Fascinate book by Sally Hogshead
Suppor'ng each other online and offline.
Fascina'ng the audience in a variety of ways to s'mulate diverse engagement.
TV PRINT POS CRM
digital
social
game
digital
social
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mobile mobile mobile mobile
For the growth of e-‐commerce in the Philippines!
h8p://slideshare.net/jane8etoral h8p://twi8er.com/digitalfilipino
