What Makes a Successful Digital CampaignAnneli Ritari - Group Account Director

Firas Wahida - Director of Digital Media

@AnneliRitari @FirasWahida

The successful digital philosophy

The Changing Media Landscape

The changing media landscape

The new digital funnel

Socially infused funnel

SH

AR

EA

BIL

ITY

•Better use of connected content.

•Optimised to drive social signals for search equity.

•Leveraging peer-peer (on aggregate or personally)

•Better data

• Retargeting

• Context for cross-sell

• Better conversion

•Harnessing customers to work harder for you

Shareability

Blended teams and disciplines PEO

PLE

BR

AN

DS

Data

The digital journey to success….

How to get there… Great digital

Summary of Successful Strategies

Jumeirah: Multi-signal SEO

Challenge:

• Increase traffic, bookings and revenue by 10%

Solution:• Link-building campaigns, creation of

engaging content optimised for social media with the necessary support to go viral.

• Support for cultural and organisational changes.

Results:• 50% increase in organic revenue

Case Study: Jumeirah

Twitter & Facebook

Facebook

SEO & social integration

Results

Adam Young

LinkKey Word

Anchor Text

“This year’s coolest music videos”

Amplification

Utilising sponsorships and digital assets

• Searches and on Google for both Rory Milroy and Jumeirah spiked dramatically during and after the US Open

• As a result of the pre-emptive optimisation strategy Jumeirah managed to capitalise on a huge amount of traffic for Rory Milroy related searches.

Search & sponsorships

Data Driven Content Strategies

Challenge:

• Get more teens (3 million+) to drink more Coke (a serving, monthly or more) and get them to love Coke

Solution:

• A Consumer Engagement programme that uses data to drive the provision of exclusive content, relevant to teens interests

• A website, social fan page, social application and Social CRM personalised direct messaging and a mobile site and application

Results:

• A consumer engagement programme which rewards teens with relevant content driving advocacy and social kudos, ensuring that when a teen visits a store, Coca-Cola becomes the choice already made

Case Study: Coca-Cola

Customers are unique

Photo credit: Andreas Gursky

So, why is content one-size-fits-all?

Customer data-driven content is a new blended product between CRM, Content Strategy and Analytics.

It empowers brands to deliver highly relevant, targeted content to customers across multiple channels

Customer Personalisation

StrategyDecision Engine

Targeted Content

=

Relevant individual level engagements across multiple channels

Customer Data Driven Content

Our work on Olympics is being rolled out to 60 markets across all continents

A highly personalised experience with a CRM engine supporting the journey, consumers will be tailoring content to create Olympic music based on their preferences and profile

21

We are working with coke to put Digital and content at the heart of the business - Doubling the Coca-Cola business by 2020 requires a leap change in approach when it comes to marketing and value creation

Sony: Video amplification

Challenge:

“To engage early adopters behind the Sony Ericsson brand and the Xperia products by advocating and amplifying Xperia to a wider consumer market, developing the brand as front of mind at point of purchase and beyond”

Solution:To create the campaign ‘Xperia Studio’ -

mantra of “Reality Remade”:Invited the most talented people of the

digital generation to create beautiful, disruptive experiences that enhance everyday life for the rest of us.

Those that took up the challenge were given Xperia phones, financial support and a film crew to capture their story.

Case Study: Sony Xperia Studio

The solution

1. We created inspiring content around

Xperia smartphones, clearly associating

the brand with innovation and

entertainment

2. We successfully engaged multiple

online communities by creating content

that was relevant to key passion-points

How to bake relevance into content

SEO: POPULAR

GAME USED IN TITLE

STORYLINE: ONE GUY’S DREAM OF

SEEING HIS GAME IN REAL LIFE – THANKS

TO XPERIA

SUBJECT: FAST CARS +

COMPUTER GAMES

PRODUCTION VALUES: SWEET FLARE EFFECT

INFLUENCER PARTICIPATION: KEY GAMES

BLOGGER FEATURED IN

CONTENT

PRODUCTION VALUES: GREAT

LOCATION

PR: CONTENT PICKED UP BY THE SUN AND

JALOPNIK, WORLD’S

LARGEST CAR BLOG

FRESHNESS: CONTENT TIED

INTO RELEASE OF RECKLESS RACING

2

Acceptance from online communities

“Pretty cool a large corporate like Sony Ericsson would take

notice of those dudes for a project like this.”BMXUnion on Scanned

“That’s right folks, this movie was shot on

mobile telephones. Amazing, I know. Tom

Harper is an up-and-coming British director

who has absolutely nailed this project. For a

film that was shot in two days on cellphones,

it’s awesome.” Dread Central on The Swarm

“A company promoting artist-based photography projects is a

pretty cool thing. What photographer wouldn't want to be

sponsored in an effort to conceptualize and capture their own

artistic vision?”Hardcore Street Photography on Shoot And Move On

3. We created an always-on programme,

enabling a non-stop conversation

around the brand

Social Interactions - Comm

ents/Shares/Likes/Mentions

Social Interactions dropped Jan due to halt of Sony Ericsson Fan page Facebook post activity

9th SeptemberPublic Launch

4th OctoberScanned 3rd November

Slickrock Trail13th DecemberShoot and Move On

30th JanThe Swarm

5th MarchReckless

“Awesome idea!And congratulations for getting on wired.com =)Love this one.”

“Wow! that's

Amazing.”

“Really innovative and cool

idea.”

“If it really captures images as good as shown here, boy it's

a fantastic camera!!!!”

“OMG... an entire movie

filmed by a cellphone

camera???...

awesome sony... just awesome...

”

“It’s amazing what you can do with a

smartphone these

days.”

Regular Content Meant Continuous Engagement

= Video Plays

= Social Interactions - Comments/Shares/Likes/Mentions= Content release= Social Commentary

Vide

o Pl

ays

4. We created content that inspired existing

customers,

driving loyalty

Positive reaction from Facebook fans

“Gotta love sony! apple ain't got nothing on this one.. now i just

want my sony xperia s that is one sexy beast”•Facebook quote from Rodrigo Rosales on Reckless Racing

“Well shot, well edited, and well done tricks. I got the se ray, awesome phone!”Facebook quote from James Slug on Scanned

“Xperia Smartphone used to race real car racing.

That's a bit more than Brilliant, SONY!!! :)”Facebook quote from Rozar Antony on Reckless Racing

Xperia Studio content generated

136,776 Likes and 4,307 shares

from 56 postsFacebook posts analysis, September 2011 - March 2012

5. We moved customers through the

Funnel - from Awareness to

Preference to Conversion

17% The proportion of Xperia Studio

visitors who clicked through to

product sites

To SummariseMore passion-points baked into content – make each piece as relevant to as many communities as possible

Bought media guarantees really big numbers, and only regular content builds loyalty

Tell great brand stories and connect them to customer data

Amplify your company’s assets online

Look at digital holistically, blend teams & disciplines

See each step of the customer journey as an opportunity for the brand to be shared

Innovation and unique brand stories creates magic which fuels digital success