Behavioural-led campaigns
E4 created a campaignbased on existingFacebook user behaviour.
Passive fans - high snackablecontent that allowed olderfans to fill in the gaps.90,000 comments in under 3months.
Active users - preview contentbut only viewable when sharedreach extended by 133 usersper view.
243,259 fans in 80 days.
Influencer vs. Evangelist
Truly open content
£40,000 budget.
Engaged with one ‘digital artist’ and tocreate a work and then madethe code accessible to all.
Reached out to 200 key influencersto start the ball rolling.
As a result, had 4,600 piecessubmitted to exhibition and1.75m unique visitors to the website.
The exhibition saw its footfalltarget smashed by 235% and createover £500,000 of clear profit.
Product feedback anddevelopment
Search as a snapshot
1.5m page Impressions
£45k spendAt 0.003ppc
In two months, BP went from spending $57,000 a month to becoming one of Google’s top advertisers, dropping nearly $3.6 million in the month of June alone.
Branded content
Social commerce
Zuckerberg: "if I had to guess social commerce is the next area to really blow up" (in a good way)”
Speed
Disillusionment
Pro bloggers
“Bloggers care deeply about productreputation. One third of all bloggers wouldboycott products based on a badreputation, asking readers to do same.”
Richard Jalinchandra, president & CEO of Technorati.
• Behavioural-led campaigns• Influencer vs. Evangelist• Truly open content• Product feedback & development• Search as a snapshot• Branded content• Social commerce• Speed• Disillusionment• Pro bloggers
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