Unfinished axe case study

TheCampusSocialite/AxeCaseStudySuccess!

TableOfContents

- The globally esteemed Edelman Group approached Campus Socialite Media to solve a unique problem for their longtime Fortune 150 client “Unilever.”

Introduction

‐Their Axe Brand had a new creative marketing campaign called “The Dirty Balls Campaign” that had been well received on television by viewers, but was not generating as much a buzz online as they liked. TCSM was tasked with taking the cleverly worded campaign (videos, pictures and written content) and soliciting user interaction across the internet.

Introduction

1.  Increasing exposure to the Dirty Balls Video Series

2. Increasing the amount of Twitter “followers” to the “#Axe” account

3. Increasing natural (unsolicited) brand mentions across the internet.

ClientGoals/Deliverables

Discovery

Roadmap

Execu=onTracking

Results/KeyObserva=ons

ClientProcess

- Axe was a special case. Normally CSM takes great pride in helping the brand identify; how they are talked about online, what variables are most telling of brand sentiment on the web, where the largest groups of current and potential brand fans reside on the web and most importantly the best strategy for engaging these groups. This discovery phase has been integral in not only creating the potential for a successful campaign, but the information gathered by CSM has often been used to define best practices internally for the clients going forward.   In this particular case Axe had up to date research identifying their web demographic, and tracking what was being said about them. After sharing that information with our team, we talked at length and ultimately agreed that the largest swath of current and potential Axe fans resided on blogs, lifestyle websites and portals that catered to 18-30 year olds males with interests in; sports, women, extroverted socializing and shock humor. Some client’s fans are easier to identify than others. The client was perfect for our “Campus Network 1”

Discovery

Step1(Discovery)

-  Blogs and Websites: 40

- Monthly Page Views: 9,827,800

- Active Twitter Followers: 91,200

-  An Interaction Ratio: .015

Campus One Network Statistics

All of our partners are vetted and have done quality work with us in the past.

TheCampusOneNetwork

With the clients input we narrowed our list of creative initiatives from sixteen to eight and then discussed them with our highest volume network partner websites to determine the highest level of engagement. Within 24 hours of the meeting we settled on the best four ideas that would guarantee the most activity from our “Campus Network One.” We broke our campaign it into two separate sets of initiatives to start with and an option for an additional two. In this particular case we opted for a gradual roll out (3-5 partner websites a day) of each initiative to insure fresh interaction and content every morning.

StrategyRoadmap

Step2(StrategyRoadMap)

Phase One Part 1: Axe Presents “Dirty Status Updates” (12/16/10-12/22/10) - Dirty Statues: Using the @Axe twitter account we challenged people to create a better innuendo based tweet than ours. Winners would be awarded client provided giveaways.

Phase One Part 2: Axe Presents “Dirty Mad Libs” (12?? - Blogs would give users two words to build a sentence with (hence reverse-mad-libs). Users then would tweet their work and winners would be awarded client provided prizes.

Phase Two Part 2: Axe Presents “Dirty Photo Captions (1/12/10-1/19/10) - Each day chosen blogs would publish a set of innuendo heavy pictures. User were tasked to create the best implicit (no dirty words) captions for each image. Prizes were give to the best.

Phase Two Part 2: Axe Presents “Prank Call Scavenger Hunt” (1/28/10-2/4-10) - We created professionally done prank calls and posted them around the web. Users were asked to watch the videos and answer very detailed questions.

Breakdown

Step2(StrategyRoadmap)

Execution

SlideTitle

Assets Created:

1.  Detailed instructions and implementation guidelines document (example available upon request)

2. Pre-written client approved article describing the contest to readers as well as driving them to action steps (Screen Shot)

3.  Detailed proprietary real-time tracking reports to help optimize campaign on the fly (See tracking slide).

(12/16/10-12/30/10)

AxePresentsDirtyStatuses

Results:

Page Views Specific To Contest: Need More Complete Page View Numbers

Twitter Shares: 276,972

Video View Increases Ranging from 38%-63% (Average of 44%) in two weeks

Diggs: 187

StumbleUpons:2300

(12/16/10-12/22/10)

AxePresentsDirtyStatuses

Assets Created:

1.  Detailed instructions and implementation guidelines document (example available upon request)

2. Pre-written client approved article describing the contest to readers as well as driving them to action steps (Screen Shot)

3.  Detailed proprietary real-time tracking reports to help optimize campaign on the fly (See tracking slide).

4.  Delivery of prizes to winners

(12/16/10-12/30/10)

AxePresentsDirtyMadlibs

Results:

Page Views Specific To Contest: Need More Complete Page View Numbers

Twitter Shares: 276,972

Video View Increases Ranging from 38%-63% (Average of 44%) in two weeks

Diggs: 187

StumbleUpons: 2300

Bit.ly Email/IM Shares: 700

Total Reach: 3,500,000 new people in two weeks

(12/16/10-12/22/10)

AxePresentsDirtyMadlibs

Assets Created:

1.  Detailed instructions and implementation guidelines document (example available upon request)

2. Pre-written client approved article describing the contest to readers as well as driving them to action steps (Screen Shot)

3.  Detailed proprietary real-time tracking reports to help optimize campaign on the fly (See tracking slide).

(12/16/10-12/30/10)

AxePresentsDirtyPhotocaptions

Results:

Page Views Specific To Contest: Need More Complete Page View Numbers

Twitter Shares: 276,972

Video View Increases Ranging from 38%-63% (Average of 44%) in two weeks

Diggs: 187

StumbleUpons: 2300

Bit.ly Email/IM Shares: 700

Total Reach: 3,500,000 new people in two weeks

(12/16/10-12/22/10)

AxePresentsDirtyPhotocaptions

Assets Created:

1.  Detailed instructions and implementation guidelines document (example available upon request)

2. Pre-written client approved article describing the contest to readers as well as driving them to action steps (Screen Shot)

3.  Detailed proprietary real-time tracking reports to help optimize campaign on the fly (See tracking slide).

(12/16/10-12/30/10)

AxePresentsPrankCallin

Results:

Page Views Specific To Contest: Need More Complete Page View Numbers

Twitter Shares: 276,972

Video View Increases Ranging from 38%-63% (Average of 44%) in two weeks

Diggs: 187

StumbleUpons: 2300

Bit.ly Email/IM Shares: 700

Total Reach: 3,500,000 new people in two weeks

(12/16/10-12/22/10)

AxePresentsPrankCallin

Using our proprietary “Campus Socialite Media Tracking Software” we track the following in Realtime:

-  Facebook (Fans, Keywords, Posts and Shares) -  Twitter (Tweets, Impact, Sentiment, Unique Authors) -  Blogs (Links, Distinct Domains, Traffic, Shares) -  Video (View Counts, Platforms, Comments, Users) -  Keywords -  Positive Sentiment -  Negative Sentiment -  Specific User Participation -  Trends -  All User Comments

Tracking

Step4(Tracking)

Step4(Tracking)

Using our proprietary “Campus Socialite Media Tracking Software” we track the following in Realtime:

-  Facebook (Fans, Keyowrds, Posts and Shares) -  Twitter (Tweets, Impact, Sentiment, Unique Authors) -  Blogs (Links, Distinct Domains, Traffic, Shares) -  Video (View Counts, Platforms, Comments, Users) -  Keywords -  Positive Sentiment -  Negative Sentiment -  Specific User Participation -  Trends -  All User Comments

Results/KeyObservationsStep5(ResultsandKeyObservations

Using our proprietary “Campus Socialite Media Tracking Software” we track the following in Realtime:

-  Facebook (Fans, Keyowrds, Posts and Shares) -  Twitter (Tweets, Impact, Sentiment, Unique Authors) -  Blogs (Links, Distinct Domains, Traffic, Shares) -  Video (View Counts, Platforms, Comments, Users) -  Keywords -  Positive Sentiment -  Negative Sentiment -  Specific User Participation -  Trends -  All User Comments

Results/KeyObservationsStep5(ResultsandKeyObservations)

Contact

LetTheCampusSocialiteMediaHelpYou