Online Storytelling - Vétérinaire Sans Frontières Case (Final Results)

ONLINE STORYTELLINGand measuring marketing effect.

Once upon a time, there were rabbits…Small

Lives in Rwanda

Highly resistant to heat

HUGE

Lives in Belgium

Can’t standheat

…of different types.

HUGE

They could be crossed

Tasty

Highly resistant to heat

There were also people…

… used to struggle for food.

And other people willing to help.

Not a MajorFundraiser9.000 donators

Small awarenessIn Belgium

EXTREMELYMOTIVATED !

Increaseawareness

EngagePeople

Collect optins

ConvertNewDonors

Build aStory

Bring the story to life

Objectives

So they came to us…

and here is how we built a solution.

1- Brainstorm to write a story

Bisnode is buying 2 rabbits and sends them to Rwanda.

There, they become breeder rabbits, crossed with the local type.

The offspring is given to local population, where it continues reproducing, helping people building an economy (and giving them ultimately food).

We are also making a contest to

send 2 of our Permesso members to Rwanda as Ambassadors.

There, they will write blog articles during a week, to promote the work of Dzg/Vsf.

During the whole process, we try to engage people to give their opt-in.

Then prospects will be converted into clients with a Lead Nurturing process.

2- Slice it in chapters

Table of contentsIntroduction……………………………………….1Part 1 – Prospection StoryChapter I - Finding our Ambassadors…......2Chapter II - A name for the rabbits ………...3Chapter III – Rwanda, Day 1 ………………..4Chapter IV – Rwanda, Day 3 ………………..5Chapter V – Rwanda, Day 5 ………………..6Chapter VI – Rwanda, Day 7 ………………..7Part 2 – Lead Nurturing StoryChapter VII – June 2014 ………………………8Chapter VIII – July 2014 ………………………9Chapter IX – August 2014 ………..………….10Chapter X – September 2014 ………………..11Chapter XI – October 2014 ….……………….12Chapter XII – November 2014 ……………….13Chapter XIII – December 2014 ………………14Conclusion………………………………………….15

3- Transform them in a campaign calendar

Table of contents

Introduction……………………………………….1Part 1 – Prospection StoryChapter I - Finding our Ambassadors…......2Chapter II - A name for the rabbits ………...3Chapter III – Rwanda, Day 1 ………………..4Chapter IV – Rwanda, Day 3 ………………..5Chapter V – Rwanda, Day 5 ………………..6Chapter VI – Rwanda, Day 7 ………………..7Part 2 – Lead Nurturing StoryChapter VII – June 2014 ………………………8Chapter VIII – July 2014 ………………………9Chapter IX – August 2014 ………..………….10Chapter X – September 2014 ………………..11Chapter XI – October 2014 ….……………….12Chapter XII – November 2014 ……………….13Chapter XIII – December 2014 ………………14Conclusion………………………………………….15

Ambassadeurs Campaign

Newsletter June4 Articles Campaigns

Newsletter July Newsletter August Newsletter September

Newsletter October Newsletter November Newsletter December

Rabbits Campaign

4- Work your introduction…

Introduction

The KPIs

Number of Mail Openers…………………..Brand Awareness

Number of Mail Clickers………………..……….Website Traffic

Number of Optins……………………………..…..New Prospects

Amount of Gifts ……………………………………………………..ROI

---

5- … so that your conclusion is a success!

Chapter I - Finding our Ambassadors

Chapter I - Finding our Ambassadors

Sent

Openers

Clickers

Candidates

Optins

505.605 Permesso Members

70.533 (14%)

2.110 (3%)

237 (11%)

192 (81%)

3 Ambassadors

Chapter II - A name for the rabbitsRabbit FR

Chapter II - A name for the rabbits

Sent

Openers

Clickers

Voters

Optins

505.605 Permesso Members

70.533 (14%)

2.110 (3%)

237 (11%)

192 (81%)

70.533 Openers of Chapter I

45.141 (64%)

2.638 (6%)

746 (28%)

598 (80%)

Test Segment: 8%

Chapter III to VI - A trip to Rwanda

Chapter III to VI - A trip to Rwanda

Day 1

Sent: 45.088

View: 35.419(78.56%)

Click: 677(1,91%)

Chapter III to VI - A trip to Rwanda

Day 1 Day 3

Sent: 45.088

View: 35.419(78.56%)

Click: 677(1,91%)

Sent: 31.966

View: 28.799(90.10%)

Click: 475(1,65%)

Chapter III to VI - A trip to Rwanda

Day 1 Day 5Day 3

Sent: 45.088

View: 35.419(78.56%)

Click: 677(1,91%)

Sent: 31.966

View: 28.799(90.10%)

Click: 475(1,65%)

Sent: 26.938

View: 24.773(91.96%)

Click: 270(1,09%)

Chapter III to VI - A trip to Rwanda

Day 1 Day 7Day 5Day 3

Sent: 45.088

View: 35.419(78.56%)

Click: 677(1,91%)

Sent: 31.966

View: 28.799(90.10%)

Click: 475(1,65%)

Sent: 26.938

View: 24.773(91.96%)

Click: 270(1,09%)

Sent: 23.414

View: 21.747(92.88%)

Click: 177(0,80%)

Final Results

283.117 impressions (73.064 unique person)= 1/92 active belgian

7.372 Clicks (5.645 unique person)

Optin database: doubled

Gifts= ¼ Budget spent

Rate Calculation

0,001€ / impressionGifts= ¼ Budget spent

10,75€ / opt-in(sector benchmark= 9€ / opt-in)

Only!

Client SideOn the period February-September

Business as usual

Communication on our story

No increase in marketing budget

Final Results (Client Side)On the period February-September

+8,9% compared to 2013

+1,5% compared to 2013

Final Results (Client Side)On the period February-September

+18,3% compared to 2013

+19,8% compared to 2013!

SUCCESS!

New Donor that received & opened one mail gave 14%

more.

Key Take AwaysOnline Storytelling

Engage People

Has a positive ROI

Has positive impact on recruitment

Helps identify Interest & level of interest

Extra Data for your CRM