This document discusses an innovative search marketing campaign by Neo@Ogilvy to promote engineering as a desirable course of study for 16-18 year olds in Singapore. The campaign aims to change negative perceptions that engineering is boring or only for "geeks" by showing how it involves creativity and innovation. It outlines a four phase campaign using awareness, discovery, and decision-making approaches. These include ambient advertising, digital advertising, search marketing, and a website. The search marketing strategy is described as targeting different keyword types to drive people through the various phases to content and the website. Projections estimate the campaign's total media spend will drive over 180,000 visits to the website and recruit over 18,000 registered supporters.
2. About This Presentation
About Neo@Ogilvy.
Discusses the Marketing Confidence Gap.
Looks at the Digital Landscape and Search Marketing’s role in the
digital ecosystem.
Presents the current view on how we promote Search Marketing.
Discusses innovative ways to leverage Search Marketing using the
“sales conversion” funnel.
Presents a Search Marketing case study.
4. About Neo@Ogilvy
Neo@Ogilvy is the integrated 360 media agency of Ogilvy &
Mather.
Part of the number 1 advertising agency in Asia Pacific (Ogilvy).
Owned by WPP.
Formed in 2006 and the fastest growing media company in the
world.
Heritage of digital media and search marketing but with full 360
media capabilities including media strategy, planning and buying
for TV, print, outdoor, cinema, ambient and digital.
Singapore is the regional/Asia Pacific head office.
Asia Pacific team of over 300 people in 12 Countries.
Global team of over 650 people in 35 Countries.
13. Key Global Digital Statistics
1.0 b PC users
1.3 b internet users
1.3 b landline phones
1.4 b credit cards
1.5 b email boxes (0.8b)
1.5 b TVs
1.8 b active SMS users
3. 0b mobile phone subscribers
27. Search Marketing
Example Keywords (for a Credit Card)
Lowe
Awareness
s
r
Industry Key
Terms
Demographic
Terms
on
nversi
Co
Consideration
Research
Terms
Major Brand Terms
r
Hi g h e
Purchase
Specific
Phrases
Industry
Long Tail
Keyword Examples:
Credit Card, Bank, Loan, etc.
Keyword Example:
“Balance Transfer”, Platinum
Visa Card, etc.
Keyword Example:
“American Express Platinum
Credit Card with 6-months free
balance transfer” etc.
28. Search Marketing Leads to Sales
1 in every 8 affluent user have made purchases following online searches
% who have searched for info using the internet in the past 12 months
% who have made purchases following online search
Search is a strong
facilitator of the
purchase process
70
59
55
53
50
47
36
35
34
31
24
25
22
18
11
7
Singapore
Hong Kong
Kuala Lumpur
Markets: SEA/Taiwan/Hong Kong
Source: Pan Asian Cross Media Survey – Synovate (2007 Q1)
Bangkok
Taipei
Manila
Jakarta
All Markets
30. Search Marketing
Example Keywords (for a Credit Card)
Lowe
Awareness
s
r
Industry Key
Terms
Demographic
Terms
on
nversi
Co
Consideration
Research
Terms
Major Brand Terms
r
Hi g h e
Purchase
Specific
Phrases
Industry
Long Tail
Keyword Examples:
Credit Card, Bank, Loan, etc.
Keyword Example:
“Balance Transfer”, Platinum
Visa Card, etc.
Keyword Example:
“American Express Platinum
Credit Card with 6-months free
balance transfer” etc.
31. Innovative “Awareness” Search Marketing
Lowe
Awareness
s
r
Industry Key
Terms
Demographic
Terms
on
nversi
Co
Consideration
Major Brand Terms
Research
Terms
r
Highe
Purchase
Specific
Phrases
Industry
Long Tail
Keyword Examples:
Credit Card, Bank, Loan, etc.
32. Innovative “Awareness” Search Marketing
Awareness
Consideration
Purchase
Ad Group 1
Ad Group 2
Ad Group 3
• Brand keywords
• Product-focused
• Brand keywords
• Brand keywords
• Reputation-focused • People-focused
Example:
“Mobile phone”
Example:
“Good after sales
service”
Mobile Phone
Reviews Site
FAQ &
Forums
Example:
“Steve Jobs”
Steve Jobs
Blog
33. Innovative “Consideration” Search Marketing
Lowe
Awareness
s
r
Industry Key
Terms
Demographic
Terms
on
nversi
Co
Consideration
Research
Terms
Major Brand Terms
r
Hi g h e
Purchase
Specific
Phrases
Industry
Long Tail
Keyword Example:
“Balance Transfer”, Platinum
Visa Card, etc.
34. Innovative “Consideration” Search Marketing
Awareness
Consideration
Purchase
Ad Group 1
Ad Group 2
• Competitor
keywords
• Product-focused
• User and customer
experience
keywords
• Experience focus
Example:
“Compare iPhone
with Blackberry
Storm”
Example:
“How long is iPhone
battery life”
Unbranded Phone
Comparison Site
Sponsored
Forums & Blogs
35. Innovative “Purchase” Search Marketing
Lowe
Awareness
s
r
Industry Key
Terms
Demographic
Terms
on
nversi
Co
Consideration
Major Brand Terms
Research
Terms
r
Hi g h e
Purchase
Specific
Phrases
Industry
Long Tail
Keyword Example:
“American Express Platinum
Credit Card with 6-months free
balance transfer” etc.
36. Innovative “Purchase” Search Marketing
Awareness
Consideration
Purchase
Ad Group 1
Ad Group 2
• Specific products
• Info focused
• Retailers &
channel keywords
• Buy now
Example:
“iPhone 3G 16gb in
Singapore”
Example:
“Buy iPhone 3G in
Singapore”
iPhone
Product page
SingTel
Application form
39. Campaign Summary
Objective:
Convince more students (especially bright ones) to take
up engineering as a course of study.
Issue:
Engineering is perceived to be for geeks, monotonous
and having little to do with people.
Insight:
Because of this misperception, students easily overlook
that engineering involves creativity and innovation.
Challenge:
Reframe their perception by:
•Getting them to experience the creativity in engineering
•Addressing the negative perceptions associated with it
40. Focusing on 16 – 18 Year Olds
Younger Schoolers
Target Audience
Secondary schoolers, aged 13
– 15, who are interested/or could
be interested on the course of
Engineering.
Graduating 16 – 18 year olds in
Singapore who have an interest
in creativity, innovation and
aspects of engineering.
Engineering
Campaign
Family/Peers
Influencers in the decisionmaking process of choosing
courses of study.
41. Four Phases Of The Campaign
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Apr - Sept
Exams
Holidays
Decision-making
School
Awareness
Discovery
Actively Seeking
Advice
Re-engagement
Ambient in
Study Areas
Digital
(IM, Email, Search)
Digital
(IM, Email, Search)
Website
Outdoor
Outside Schools
Outdoor
In Social Areas
Website
Blogger
Engagement
Inside Schools
Blogger
Engagement
Blogger
Engagement
Radio
Ambient in
Social Areas
Open Houses
42. Awareness Phase – “e” icon
In schools
Bus Shelters outside schools
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
43. Awareness Phase – “e” icon
National Libraries
Radio Live Reads
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
44. Discovery Phase – “Create” and “Change”
National Libraries
At bus shelters
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
45. Discovery Phase – Manga Characters
Clang
Wowzer
Bangles
Kai
Flud
Introducing The Creatures of Change
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
46. Discovery Phase – Ambient
Youth Hangouts – Orchard Cineleisure, Far East Plaza and Heeren
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
47. Discovery Phase – Social Media
Social Networking sites – Facebook and Friendster
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
48. Discovery Phase – Blogger Engagement
Interim Sign-up holding page for ucreatechange.com
Digital Influence /
Blogger Engagement
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
49. Decision Making Phase – ucreatechange.com
Sept
Oct
Exams
Awareness
Nov
Dec
Holidays
Discovery
Jan
Feb
Mar
Decision-making
Actively Seeking Advice
50. Search Marketing: Bringing it All Together
Lowe
Awareness
r
Key words: Manga Characters,
“create”,
s
“change” and blogger content.
on
nversi
Co
Consideration
Keywords: On creativity and change,
specific phrases on Engineering vs
other choices.
r
Hi g h e
Decision-Making
Keywords: Specific Phrases
About Engineering, Events,
ucreatechange content.
Directs People to:
Bloggers, Creatures of Change
(Manga) profiles – social
media.
Directs People to:
www.ucreatechange.com
Directs People to:
www.ucreatechange.com
51. Forecast Results (as of July 2009)
Total Media Spend will create 181,812 Website Visits
50 Million paid impressions
61,905 CPC clicks
Digital Display
Search Marketing
(Google & Yahoo!)
Media Awareness, Digital
& Search Impressions
161,812 Web visitors (paid media)
20,000 Web visitors (from outdoor,
viral, communications)
Website Traffic
0.2% % CTR
$1.00 - $1.50 Search CPC
Registrations
18,181 user sign-ups, becoming a
“Creature of Change”
10% of visitors sign-up
or register for more information
18,181 Registered “Creatures of Change”
Mobile coverage extends to about 80% of the world’s population and is expected to reach 90% by 2010. Markets are at different stages of development. Luxembourg has the highest national penetration, at 164% by end of 2005[1]. Yes that’s 64% more mobiles than people. Even in the U.K., there are more mobiles than people. In the U.S., over 50% of children own a mobile phone. China, which imported its first cell phone system in 1987, and in 1997 still had only 10 million subscribers, now has about 450 million mobile phone users[2] and expects another 50% increase by 2010. India has another 143 million and by the end of 2006 was adding almost 5% more per month[3]. Mobile phone usage in low income areas is boosted by the ability to rent phones by the call from the local telephone ladies. Recent research suggests that mobile phones are a crucial tool for economic development. In a typical developing country, an extra 10 phones per 100 people increases GDP growth by 0.6 of a percentage point[4].
It is hard to over-estimate the impact of mobile phones on our lives. By 2002, a global study found that mobiles were responsible for a physical change in those under the age of 25. In a reverse of the body’s evolution to date, the thumb was replacing the index finger as the dominant digit! In Japan, the under-25s refer to themselves as oya yubi [12.8 billion phones in the world. The 3 billionth cellular user will come online during this year. This means that nearly one in two people of all ages and races own and use a mobile phone. It is predicted that there will be 4 billion phones in 2010 [3http://www.wirelessdataforum.org.nz/news/latest-news/gsm-world-congress-a-nz-perspective/
] Financial Times Jan 5 2007, p 12
[4] http://www.economist.com/opinion/displayStory.cfm?story_id=3742817
Political – content trumps brand (swiftboat)
Personal – Famous for 15 friends (vs.) 5K inbound links like Dooce.com
Celebrity / Executive – control / develop your personal brand
Co-creation – made up of visitor submissions i.e. Overheard in NYU
Product category
Gizmodo and engadget these are fantastic examples of category blogs. These blogs are all about gadgets, cell phones, MP3 players, that sort of thing. If you were a product manager and you failed to get your product listed on one of these blogs at launch, well, that would be like forgetting to send a press release and a demo kit to Walt Mossberg at the Wall Street Journal, in fact, probably worse because this is one of the cases where Walt Mossberg is almost certainly is getting the information as well.
“unofficial corp” – i.e Microsoft Channel Nine
Official Corp – i.e. GM Fastlane or Ford Bold Moves (redefine culture and help to set a new tone) Let’s look at the first one is the GM Fast lane blog and this is a straight on corporate blog, this is Vice Chairman Lutz’s blog, of course it is everything you would expect it to be; it is all about GM, it is all about GM’s products, there is certainly his analysis about the automotive industry and what is going on in it. This has become a great place to collect and kind of get an insiders voyeuristic view of what is going on in the automotive industry.
Unexpected – i.e. Simple Human
It is this last blog that I really truly love, it is called simple human; simple human makes trash cans and let’s face it, who would ever want to come to a blog about trash cans and trust me, they completely understand that is the case. They are not blogging about trash cans, simple human’s brand identity is all about elegance through superior design, in this case rather than blogging about trash cans, they are actually blogging about a new emerging category of blogs called life hacks and these are like life’s cheat codes, how to figure out how to make a task simpler – that is little know. So for instance, on this screen capture of the blog that day they are blogging about how when your cell phone battery dies you can pull the cell phone battery out of the phone and rub it on your leg for a few minutes until it warms up, put it back in your phone and you get 10 more minutes of talk time. Now that is the kind of ah-ha moment that you want to be associated with; bringing that kind of ah-ha moment to your audience.
Even more important, they put more of their TRUST in this platform
FORRESTER STUDY
Why? Because true or not, they see it as coming from someone who isn’t being paid to produce a certain message
So, let’s take a look at one of the fastest growing and most influential areas of that platform…blogs.