模板国外广告公司简介专业清晰视觉冲击.pptx

EMAKINABuzz Marketing&Viral Strategies andStrategiesEmakina AcademyBuzz Marketing朝阳治疗宫颈糜烂最好的医院北京京爱医院 http:/ Le BlvennecPresidentEmakinaAbout EmakinaEmakina is the leading independent Belgian web agency.We offer the following integrated servicescreative consultancy and graphic designweb development and IT integratione-business and strategic consultancymarketing communication servicesWith an award-winning team of over+80 web experts,Emakina delivers state-of-the-art projects.Some Emakina CustomersSelected CasesViral BuzzVolkswagen New BeetleVolkswagen Polo FoxProximus Vodafone live!Ugly DuckProximus 3GSprite Light Goblin+Goblin BlogJean Paul Gaultier!Todays topic“Viral marketing is likesucceeding in Hollywood:every actor wants to do it,only a few succeed.”Case StudiesVolkswagen BeetleVolkswagen Polo FoxBuzz A low,vibrating sound A particularly intense kind of Word of mouthBuzz MarketingA term used in the marketing industry todescribe activities that companies undertake togenerate favorable word of mouth publicityabout products and servicesInitial BriefingMake some animation on the vw.be website to relaunch NewBeetle Cabrio mini-site before the summerThe IdeaBenefit from the notoriety of the Yeti game which was one ofthe largest buzz on the Internet in 2004The ConceptThe goal is not directly hit the targetbut rather to create a rumor that can reach to the targetThe Storyline The New Beetle Cabrioassists the penguinsmartyrized by the Yeti New Beetle Cabrio savesthem and makes themrebounding on its capotte tothe sea Positive wink;-)The Game Basic arcade game,easy to understand The more you makerebounds with penguins,the more you get points The more you savepenguins,the more you getbig pointsThe Game The game stops afterhaving let 4 penguinsfalling on the floor or ifyou send your car towaterDesign Approach Cartoon design Fresh interfaceExcite the PlayersAt the end of each part,the player will have the possibility tosend by email a certificate(HTML format)attesting that hesaved a certain amount of penguinsExcite the PlayersAt the bottom of the certificate the address of the game with aninvitation:Defy your friends by sending themthe address of the game!.Excite the PlayersA permanent table of high scores is posted on the first screen ofthe game in order to stimulate the challengeDemoA Few Figures 5.000 monthly single visits on the mini sitebefore the game was launched 130.000 single visits on the mini sitethe month the game was launched 12.000 monthly single visitson the new beetle cabrio mini site today.75.000 players have already registeredtheir email address!Campaign Appreciation Low cost promotion!Email sent to the 40.000 registered usersof the VW e-News(www.vw.be/enews/)Bannering on the www.vw.be home page Bannering on Play the Game site Emailing via Play the Game list Word of mouth did the rest!What a buzz!New Buzz Campaign in May 2005 Volkswagen launch new Polo Fox 3 week prelaunch buzz&blog marketing campaign http:/www.tonysheraton.be 2 month activation(interactive video)on Volkswagen website http:/www.vw.beTony Sheraton Chain mailMessage:Hi Fred,You told me once that I could count on you if I neededsome helpWell,I think I getting where I want;Im at the top!Im in super-form and my artistic feeling has never beenbetter!Could you ask the people you know if they have a job forme?That would be super!I also have a website http:/www.tonysheraton.be whereThe first presence onMSN was with a simpletext link on thehomepageThen,on the Hotmail siteThen,within theMessenger windowOn Skynet,there werethree different places,allon the homepage2.Teasing phaseCreative conceptCampaign mapCreativesViral effortResults2.Teasing phase:viral effortBroadcast to different e-mailingslists:“Brice site of the day”Other Emakinaopt-in lists.2.Teasing phase:viral effort Research network:Find first echelon of target traffic sites:write the editorials&directly access the videos Forums:Studiant.be,Skynet forums,blogs Funny sites:pureesoiree.be,zattevrienden.be Find second echelon:sites that help people to find the promotional material&increasereferencesFR(80-sites)drole-NL(70-sites)EN(50-sites)zone-2.Teasing phase:viral effortCreate site accounts and start posting:http:/www.zattevrienden.behttp:/www.pureesoiree.behttp:/http:/rademakd/*david_ phase:viral effort Insertion&activation:forum posts We maintained a diary to keep track of what posts were wheninserted(to avoid duplicates).Editorials and promotional texts werecustom adapted to the style of the site in order to increase thechanges of acceptance:28/07/2005www.pureesoiree.beNLsubmitgriffe_nl.swfDude,dont pimp my car(link)Bald guys should NOT try to pickformup chicks28/07/2005http:/www.studiant.bNLsubmitstrip_nl.swfZoals ze in t Engels zeggen Is that a gun in your pocket or aree/forumformyou just happy to see me?-(link)-t Zal wel weer een ofandere reclame zijn maar toch goed gedaan Insertions of certain material were followed-up by insertions of othermaterial.This allowed us to be present at many fronts with a varietyof material2.Teasing phase:viral effort Insertion&activation:funny sites2.Teasing phase:viral effort Emails to webmasters Mails were sent to various webmasters to convince them to pick upleads.Webmasters are always on the lookout for new originalmaterial and catchy headlines We assisted them in thisby suggesting headlinesand matching captions Close to a hundredwebmasters werecontacted like that2.Teasing phase:viral effort See also appendix 1:mention/review of the teasing phase on(e-)marketing sites/blogs2.Teasing phase:viral effortEven after the launch2.Teasing phase:viral effortEven after the launch2.Teasing phaseCreative conceptCampaign mapCreativesViral effortResults2.Teasing phase:results Quick facts:Total traffic:Before product launch:Highest day peak:Language ratio:Number of video views:Peak on number of links:216,574 unique visitors102,212 unique visitors22,025(Sunday,July 31)NL 57%-FR 43%+/-275,000(all videos)+/-2502.Teasing phase:results Comparison webvertising vs.viral:(*:see next slide)Overall figures:Paid bannering:Viral traffic:Before product launch:Paid bannering:Viral traffic:Within identified top-5 referrers:MSN-Bannering:Skynet-bannering:Main posts&stimuli:73,144 visits(33%)*143,430 visits(66%)73,144 visits(60%)*47,843 visits(40%)25%of referred traffic10%65%of referred traffic2.Teasing phase:results Note on accuracy:Reported unique visitors/visits numbers are guaranteed minimums In reality,one can add 10-20%to compensate for proxy caching effects(i.e.large corporations frequently surf from a single IP address and allemployees count as 1 visitor)Missing referrer data We can not independently confirm(via our referencing counter)thenumbers as reported by MSN/Skynet but we accept them Normally we can confirm these numbers with an error range of about10%but here it seems to be more like 75%#can be result of countingscheme at media reps2.Teasing phase:results Cost efficiency report:Classical bannering will always be necessary to support a campaignbut it does not make or break a campaign Here,the quality of the viral campaign had a far more importanteffect than bannering Some figures for costs per click Bannering:20K!/73K clicks#0.27!/click Viral promotion:7.5K!/143K clicks#0.05!/click Efficiency of viral vs.bannering:x5!3.Reveal phase,by Emakina3.Reveal phaseCreative conceptCampaign mapCreativesResults3.Reveal phase:creative concept Message focusing on:Quality/reliabilitySimplicityFair priceIn the“ugly&bad”tone of voice of the brandAll this is a 100%consistent design3.Reveal phaseCreative conceptCampaign mapCreativesResults3.Reveal phase:campaign mapGeentralala.be:no contentanymore,becomes a redirectto UglyDuck.beOpt-ins from teasingphase have beenwarned by e-mailGeentralala.be/pres:page for pressBanneringon Skynet&MSNUglyDuck.bePage where tosee/downloadthe movies3.Reveal phaseCreative conceptCampaign mapCreativesResults3.Reveal phase:creativesThe redirect page onPasdechichi.be:This e-mail was sent toopt-ins from the teasingphaseThe press had access tothis page(LG&F)On the homepage ofUglyDuck,a link wasplaced to see the moviesThis time,the movieswere signed with“UglyDuck.be”3.Reveal phaseCreative conceptCampaign mapCreativesResults2.Teasing phase:results Further role of viral in traffic generation(via teasing site):Total traffic:Before product launch:216,574 unique visitors102,212 unique visitors3.Reveal phase:results E-mailing to opt-ins from teasing phase:thanks to 1.547.153 3.1723.Reveal phase:results Webvertising(figures from DAD):rgieMSNsiteMSN HPMSN entertainmentMessengerFormatIMULeaderboardLeaderboard expandableOverlayerSkyscraper expandableMini banner 18-34Imp.Reues1.038.756524.266714.161160.605192.0572.915.647Clicks4.0102.97836.4758.8051.52517.029CTRbenchmark0,4%0,16%0,29%2,18%0,29%0,5%Best CTRDAD forProximus0,6%0,4%3,3%13,8%1,7%1,2%CTR real0,4%0,6%5,1%5,5%0,8%0,6%MSN Total5.545.49270.8221,3%SkynetSkynet HPIMULeaderboardSkyscraperSkyscraper expandable414.260114.234175.581628.9492.4596033421.5330,4%0,16%0,23%0,29%0,6%0,4%0,4%1,7%0,6%0,5%0,2%0,2%=Skynet ROS Skyscraper 190.036 380Exceptional high resultsSkyscraper FREEEmakina creatives!Skynet Total3.070.2138.489Grand Total8.615.705 79.3110,23%0,23%0,4%0,4%0,2%0,2%0,3%0,9%4.Emakinas conclusionsVia ourfigures toolPrelaunchTeasing campaignViral marketing!Channel Visibility!#of visits to partner web sites!CTR(Click Through Rate)*!#of videos downloaded:+/-275000!#of videos forwarded via site+/-2500 people did send video tofriends via site(number of recipients:unknown)!#of inscriptions+/-2000 people wanted to beinformed of reveal/follow-upThese trackingcouldbe answered via ourtracking tool*Webvertising only with text link onSkynet,MSN,Messenger,HotmailLaunchInternet website visitsContracts/sales!Sales!Sales per gross-gain!Sales per swap!Sales per Port-in!Channel visibility!External!#of people seeing banners!#people clicking onbanner!#of visits(CTR*)!Internal!#of pages visited194,680 visits!#of visits converted intocontracts!%ofFrench/Dutch/Englishvisitors57%NL vs.43%FR*the CTR will only indicate the number ofvisits through the banners and not thedirect click to the sitePost-LaunchCalling behaviorCustomer profile!Consumer Behavior!Age!%of voice!%of SMS!Frequency of Reload!Amount of Reload!%of Free Minutes usedVia ourtracking tool4.Emakinas conclusions:timeframe Normal viral campaigns take 1-2 months&require carefullyplanned multi-platform presence The timeline was very challenging(2 weeks):Effective time window for viral campaign was decreased Action plan was adapted from“slow build”#“massive tam-tam”Was very challenging but we met traffic expectations and evensurpassed our own hopes/wild dreams4.Emakinas conclusions:comparison with theSprite campaignUglyDuck.beUltra-high traffic inultra-short time window(almost 200k/2 weeks)High pick-up rate ofhigh-quality creatives on otherwebsitesMore visuals,videosLower interaction modelLess web links(250)but this isbecause campaign was shorterSprite GoblinHigh traffic in short period(150k/1.5 month)Low pick-up rate of creativesbut more word-of-mouseMore content,story tellingMore interactive(custom images posted on site)Lots of online links(1000)4.Emakinas conclusions Traffic:this must be a record on the Belgian web(but we were a bit lucky since time was unrealistically short)Planning:time-window to be enlarged across different media(3to 4 weeks is ideal)Brand awareness:to be improved:more text/captions to positionfunniesAppendix:Pasdechichi onbuzz/viralmarketing sitesCase StudyJean Paul GaultierCampaign Results2005-Q4European campaign+160000 visitors+215000 visits Site even made it to officialApple QuickTime GuideCase StudyYes By SodexhoArchive OnlineYes Gift Voucher What Ticket Restaurant is for food,the Yes!will be as giftvoucher for presents,special occasions,exchangeable inmany prestigious outletsBuzz Campaign A certain Sam Lennov has returned from the future and ismaking various predictions on social,cultural and economiclevel.Highlights are the prediction of the YES4286446Designing a story developmentYESCURRENCY and let thestory evolve tomore specifictopics to buildgeo-politicalchanged worldtechnologicaleconomictimea climaxchangeschanges3scientificenvironmentalchangeschangessocialculturalchanges2medicalchanges1timemachinechangesentertainmentchangesWell start here,talkingfrom a human interestlevel to get the storygoingSamLennovThese numbersindicate the proposednumber of topics/weight within the storypostsScheduling postsTraffic picksup andbecomesexponentialmainstreamJuly 2005Story getspicked up by10th planet isdiscovered but notpredicted.However,this is the realisationthat he knows andSam leads a quite lifeand is consideringgoing public with hisstory but its thecoming Tsunami thatwill kickstart it.Sams friendsMarch 2005July 2005July 2005Presscoverageinfluences thefutureJuneAug Sep OctJan 2004Oct 2004Dec 2004April 2005 20052005 2005 2005timeBlog is createdStarts additional postingCampaign Figures1.5 month campaignBudget 10K+30000 unique visitors+42000 unique visits+184000 page views4.5 page views/visit13min average visit21 highly creative postson a variety of human interest topics 1325 quality interactive commentsMortiCampaign Appreciation School forums,class speeches,countless online forumdiscussions,Magazine and TV journalists seeking contactGeachte heer Lennov,Ik werk als journalist voor het maandblad Menzo,en in functiedaarvan stel ik u graag volgende vraag:kan ik u ergens zien,interviewen?Ik begrijp dat u op uw privacy gesteld bent,maar ik kanu garanderen dat indien we tot een akkoord komen voor eeninterview,wij uw identiteit(adres,tel.nr.,mailadres,)zeker nietzullen prijs geven.Ik ben best wel onder de indruk van uw kennis envisie op verschillende zaken,maar zou u toch graag wat concreterevragen willen voorleggen,zonder onze lezer ook maar enige duidingte geven of u daadwerkelijk uit de toekomst komt of niet.laten wehet beschouwen als een open interview,reclame voor uw blog maarwel in die mate dat we werken met vraag en antwoord.Bovenal:ikbegrijp dat u geen fotos uit de toekomst kan laten zien,maar uvermeldt wel enkele voorwerpen,die ik graag eens zou zien.ikhoop alvast dat u toch even over mijn voorstel wil nadenken,u kanmij altijd met een priv-nummer bellen op het nummer:0496/xx.yy.zzzmet vriendelijke groeten,JornHey SamMet verstomming en met veel respect eninteresse bekeek en las ik je webpaginas!Het is nl zo dat ik reporter ben voor VTM.Nu wilhet toeval dat ik net voor een reportage op zoekben naar verhalen en getuigenissen over levenin de toekomst?Mag ik je hierover eenscontacteren(telefoonnummer ofzo).Ik beloofabsolute discretie en kijk uit naar je mailtje?Thanks,nog veel plezier hier en nu en hopelijktot heel binnenkort.Reveal Phase Sodexho endorsing the campaign Admitting the claims made on the archiveonline.be siteContact usEMAKINARue Middelbourg,64A1170 BTel:+32 2 400.40.00Fax:[phone]