@ DIGIT L MARKETING WORKSHOP dwdove dwdove_83 dwdove.com dwdove JUNE 30rd, 2012 CREA TALKS
Oct 21, 2014
Turner Network Television (TNT) is an American cable TV channel
Created by media mogul Ted Turner
Currently owned by the Time Warner
Local versions in Spain, Italy, Germany, Turkey, +++
TNT BELGIUM PROJECT
To launch TNT in Belgium with a national campaign worth talking about
To get national press coverage
THE BRIEF
To create national campaign: billboards, print, bus advertising and a
press conference. The viral was meant to create a buzz. The baseline
“Your daily dose of drama” was used in all media
THE SOLUTION
All major media (TV, Radio, newspapers, magazines) in Belgium reported
about the TNT stunt
The story was picked up by various major international media like CCN,
ABC News, The Sun, Deutsche Welle, Financial Times, Forbes, Time
Magazine +++
RESULTS
In less than 1 week:
More than 30 million viewsMore than 250.000 likesMore than 3.8 million Facebook shares
RESULTS
Consider “waste”: virals spread outside your target market
Viral effect is usually instant – you will notice success (or lack of it) immediately
Avoid making your film too shocking – people won’t share!
KEY LEARNINGS
Owned by the BIC Group
An old-fashioned stationery product
The market leader in Europe
Targeting students and office workers
TIPP-EX PROJECT
Needs to remain relevant in the internet age
Boost sales during the back-to-school period
Wanted to become the ‘preferred correction product brand’ amongst students
THE BRIEF
30 sec YouTube video with two options at the end – to shoot the bear or not.
The viewer is then taken to the „Tipp-Experience‟ (the page looks like a YouTube video, but is a full-page Flash file.)
The viewer is able to type in any keyword (verb), re-write the story and change the interaction between the bear and
the hunter.
42 different endings were produced (dances, fights, etc)
Paid YouTube banner for the first 24h of the campaign
Seedings through social media
Only online, no other media used
THE SOLUTION
IT WENT VIRAL FROM DAY ONE – WITH 1 TWEET PER SECOND IN THE FIRST 10 HOURS AND 1 MILLION VIEWS AFTER 36 HOURS
ONE WEEK AFTER THE LAUNCH:-THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION TIMES-THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS, SHAREDMORE THAN 120, 000 TIMES VIA FACEBOOK & TWEETED MORE THAN 10,000 TIMES!
RESULTS
IN 100 DAYS:- TIPPEX YOUTUBE CHANNEL RECEIVED MORE THAN 35,5 MILLION VIEWS- AVERAGE BRAND EXPOSURE WAS 5 MINUTES- THE AD WAS SHARED 380 000 TIMES ON SOCIAL MEDIA WITH A VIRALITY RATE OF 500%
217 COUNTRIES CONNECTED TO THE TIPPEXPERIENCE!
RESULTS
REACH YOUR AUDIENCE THROUGH A RELEVANT CHANNEL
UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE BUZZ FADES QUICKLY AS WELL
CREATIVE SOLUTIONS CAN WORK FOR “BORING” PRODUCTS
‘PLAYABILITY’ (‘GAMIFICATION’) DRIVES VIRAL SUCCESS
KEY LEARNINGS
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
01Segmentation
Targeting
Focus on resource allocation
Key Factor to beat Competitors
Basis for determining strategy, tactics, and value
THE IMPORTANCE of SEGMENTATION & TARGETING
Budget concern but Lifestyle
High Mobility
Online Connected
Community Influencer
Discount / Promo Seeker
01Segmentation
Targeting
01Segmentation
Targeting
Klasifikasi berdasarkan:Activities (aktivitas)Interests (minat)Opinions (pandangan-pandangan)
Klasifikasi berdasarkan:Populasi Manusia dan hubungannya denganEkonomi, Sosial, Budaya, & Proses biologis
DEMOGRAPHY PYSCHOGRAPHY
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
037P
Marketing Mix
Marketing Mix
ProductDigital Value
Experiencing the Brand
Physical Evidence
Online Phycial Evidence
Integration
PlaceRepresentation
New Distribution Model
ProcessOptimizing internal & external processes
through the web
PeopleResourcing &
TrainingContact Strategist
PromotionOnline VS Offline Mix
PricePrice Transparency
New Pricing Models
037P
Marketing Mix
Product
Price
Place
Promotion
People
Physical Evidence
Process
What is your Business? What benefits do you deliver? Can they be delivered online?
New Pricing Approaches. (Subscription, Pay Per View, etc)
Consider the alternatives for online representation
Online & Offline Mix
Everyone represents the company, the importance of having happy staff
Online Physical Evidence and Integration with Offline
Optimizing internal & external process
integrated DIGITAL campaign integrated OFFLINE campaign
website (core platform)Search Engine Optimization
Social MediaEmail Marketing
Print AdsBTL Event
FlyerBillboard
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