Learning Session:What is a campaign?Learning Session:What is a campaign?4th February 2009

Cam.paign | kam’pan |

Noun

an organized course of action to

achieve a particular goal

Why do we need campaigns?

Current Day

Communication

What we would like to achieve

» Current Day Communication

How do you change this?

Interactive Brand Experiences

Ie.

INTERACTIVE CAMPAIGNS

Tell me,

I forget

Show me,

I remember

Involve me,

I understand

Remember?

»Tell me, I forget

»Show me, I remember

»Involve me, I understand

THE campaign

of 2008

Background

» Election two phase race- Primaries (Democrat vs Democrat)- General Election (Democrat vs Republican)

» Democrat sentiment low: Al Gore, John Kerry etc.» Apathetic youth» Low voter turnout» Limited campaign budget» A young man with limited experience» A black man

Campaign Tools

»Barackobama.com

Campaign Tools

Campaign Tools

Campaign Tools

Campaign Tools

Campaign Tools

Campaign Tools

Campaign Tools

Campaign Tools

»Barack Blog

Campaign Tools

Campaign Tools

Campaign Tools

»Social Networking

Campaign Tools

Campaign Tools

»Even the Wassssssuppp guys were there…..

Campaign Tools

Campaign Tools

»Personal Social Networking - MyBarackobama.com

Campaign Tools

» Offered integration with Facebook, allowed users link-up with my.barackobama profile, then inviting existing Facebook friends to their Obama profile.

» Users could create blogs & groups that they used to campaign for Obama’s cause.

» Activity tracker gave users marks out of ten, depending on how active they were in campaigning online and offline.

» Received points for organising events, raising funds, recruiting to groups, joining groups, & writing blogs.

Campaign Tools

» A Neighbour-to-Neighbour tool allowed users to find undecided registered voters living near them to canvass.

» Functionality such as finding friends, finding events and hosting your own events that campaign for Obama.

Campaign Tools

Campaign Tools

Campaign Tools

»Mobile Marketing - Obama Mobile

Campaign Tools

Campaign Tools

Campaign Tools

»SEO

Campaign Tools

» “Barack” & “Obama” = 1st in four main search engines

» Each page has different title tag

» Alt tag descriptions for all images

Campaign Tools

»SEM / PPC

Campaign Tools

» Most keywords related to presidential campaign captured

The Stats

» Facebook: 5,000,000 supporters

» Water cooler app: 25,000 monthly active users

» MySpace: 1,180,676 friends

» You Tube: 174 000 video results

» You Tube: 20,000,000 channel views

» Twitter: 230,000 followers

The Stats

» US$ 600 million raised

» 3,000,000 donors

» US$ 55 million raised in Feb 2008 (US$ 45 million online)

» Nearly US$ 2 mllion per day

The Stats

44th New President = Barack Obama

Keeping promises

» Change.gov - Transition Website» Whitehouse.gov - Blog channel- Register for updates» YouTube Channel» Airforce 1 Twitter Feed

Dear Mr President - Beyond the

Election

Mr President & Beyond

Why do we want to do

campaigns?

WHY?

» We’re a DIGITAL MARKETING AGENCY!

» We’re surrounded by talented THINKERS

» Our CLIENTS WANT this

» Advertising agencies are TERRIFIED of this!

HOW?

» Strategy First

» An IDEA ( a way of doing or executing)

» Strong CREATIVE, underpinned by sound TECHNOLOGY

» METRICS! How well have we done?

» Full 360 offering (STRATEGY to ONLINE MEDIA)

WHAT?

» A campaign is not a tick box

» Email only

» Difficult to do in isolation

» As long as it achieves an objective

ABOVE THE WEBABOVE THE WEB BELOW THE WEBBELOW THE WEB

Digital Marketing Pillars

WEBSITE

METRICS & ANALYTICSMETRICS & ANALYTICS

OPTIMISATION& NEXT PHASES

BEYOND THE WEBBEYOND THE WEB

‘CLOSING THE LOOP’‘CLOSING THE LOOP’

WEB2.0

ATTRACT USERS TO WEBSITE

ATTRACT USERS TO WEBSITE

CRM & LOYALTYCRM & LOYALTY

SALES LEADS & CONVERSIONS

SALES LEADS & CONVERSIONS

» Generating return visits» Driving registration into customer databases» Developing CRM touchpoints» Ongoing d/base communication

» Generating return visits» Driving registration into customer databases» Developing CRM touchpoints» Ongoing d/base communication• Online Media

• Mobile Media• Email Marketing• SEM• SEO• Social Media Marketing• Electronic Retail Marketing

• Online Media• Mobile Media• Email Marketing• SEM• SEO• Social Media Marketing• Electronic Retail Marketing

Agency collaboration

CLIENTCLIENTUniversal Strategy TeamUniversal Strategy Team

IMPLEMENTATION & OUTPUTSIMPLEMENTATION & OUTPUTS

Idea HubIdea Hub

Measurement & AnalyticsMeasurement & Analytics

Recollect & RefineRecollect & Refine

TraditionalTraditional InteractiveInteractive

MobileMobile PRPR InteractiveInteractive Through the lineThrough the line

Brief in problem / challengeBrief in problem / challenge

How we like to work

TIME TIME

Cam.paign | kam’pan |

An organized course of

action to achieve a

particular goal