Digital winners, Mike Berry, LOTE 2011

DIGITAL WINNERS
MIKE BERRY
BRATISLAVA, APRIL 19 2011

© Mike Berry Associates 2011

HELLO, I‟M MIKE BERRY

Ex-Procter & Gamble, Wunderman
(Y+R), Euro RSCG,
Ex-Head of Digital EMEA for Jack
Morton (Interpublic)
Author of „The New Integrated Direct
Marketing‟ (Gower)
In digital marketing since 1995 (ish)
Adjunct Professor of Digital Marketing
at Hult International Business School
Digital Trainer/ Consultant for
Econsultancy, CIM, IDM

BRANDS I HAVE WORKED WITH...


SHOW OF HANDS PLEASE...
Who‟s using:
Online display advertising?
Search Engine Optimisation (SEO)?
Pay Per Click Advertising (PPC)?
Social Media Marketing?


THE WORLD‟S GONE CRAZY


TODAY‟S SESSION

DIGITAL WINNERS
REAL CASE HISTORIES
REAL BRANDS
REAL WORLD
-ALL WINNERS!

TRENDS: What’s Next?
QUESTIONS


TRYING TO KEEP UP WITH DIGITAL
“As we know, there are known knowns.
There are things we know we know.
We also know there are known
unknowns. That is to say we know
there are some things we do not
know.
But there are also unknown
unknowns, the ones we don’t
know we don’t know.”
Donald Rumsfeld,
former US Secretary of Defense
at Press Briefing February 12, 2002
after Confucius


SOCIAL MEDIA

Everyone‟s doing it...

How to achieve „immediacy‟
subject to appropriate controls?

“Some brands shouldn't be
on Twitter”!
© LaComunidad


SOCIAL MEDIA

“Social Media is
like teen sex.
Everybody wants
to do it. Nobody
knows how.
When it‟s finally
done, there is
surprise it‟s not
better.”

Avinash Kaushik


SOCIAL MEDIA REVOLUTION

The internet isn’t
written in pencil, Mark,
it’s written in ink”.


JARGON

Interactive New media

E-marketing
Online

DIGITAL

-

JARGON

It doesn't really matter what we
call it –
it‟s how we think and what we
do...

-

CAMEL CIGARETTES

VIDEO, CAMELS TV AD


WE‟VE COME A LONG WAY...

CLICK


MAGICAL AND REVOLUTIONARY TIMES


Changing everything. Again and again.

16

SO WHO‟S DOING WHAT?


| 18 © Mike Berry Associates 2011

THE BRAND – SportsShoes.com


THE BRAND – SportsShoes.com

Established in 1982 by
Bruce Bannister,
professional footballer
First mail order, now
ecommerce
Offering over 3,000
products
Committed to providing
the widest range of
products, at the best
value, combined with
excellent customer
service.

THE CHALLENGE

Online sports retailer SportsShoes.com had the aim of
increasing natural search visibility, traffic and revenue

The goal was to achieve no. 1 position in Google search for
term “running shoes”

To increase paid search sales volume within a CPA target of
7 GBP


THE SOLUTION

Agency Propellernet adopted a blend of paid search, on-
page SEO work and search PR (SEO PR)

Key idea: bringing together the technical SEO specialists
and communication specialists to identity opportunities
and then offer quality content to the relevant sites.


IN THEIR OWN WORDS

Video / Propellernet, Stefan Hull


THE SOLUTION
The paid-search campaign analysed
historic conversion data to identify
keyword gaps and focus on terms
which provided a large number of
sales while maximizing ROI

By conducting natural search audits, the
agency provided SportsShoes.com
with a comprehensive list of on-page
recommendations

This was supported by a natural search
PR strategy, including product
placement on lifestyle websites


RESULTS

SPORTSHOES.COM MOVED FROM GOOGLE
SEARCH PAGE THREE TO NO. 1
FOR KEYWORD “RUNNING SHOES”

PAID SEARCH CPA WAS REDUCED
FROM 8.4 GBP TO 6.9 GBP

WINNER OF NEW MEDIA AGE
EFFECTIVENESS AWARDS 2010 FOR
SEARCH


RESULTS


KEY LEARNINGS

COMBINING PR WITH SEO MAKES A
POWERFUL TOOL
PPC AND SEO SHOULD WORK TOGETHER
REMEMBER BING...
OPTIMISATION IS A CONTINUING
PROCESS!


THE BRAND: TIPP-EX


THE BRAND – TIPP-EX

A brand of the BIC Group
An old-fashioned stationery
product
The market leader in
Europe
Targeting students and
office workers

THE CHALLENGE

Needed to remain relevant
in the internet age
Boost sales during the back-
to-school period
Become the preferred
correction brand amongst
students


CREATIVE SOLUTION – SHOOT THE BEAR

PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.”

VIDEO:http://www.youtube.com/watch?v=4ba1BqJ4S2M

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‟
(a page that 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


Video: Agency story


QUESTION:

What was the most popular
„search term‟ used for:

A hunter------a bear

???

ANSWER:

The most popular „search term‟
was:

A hunter fucks a bear

!!!

RESULTS
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,
SHARED MORE THAN 120 000 TIMES VIA FACEBOOK AND
TWEETED MORE THAN
10 000 TIMES!
-THE CAMPAIGN HAD APPEARED ON TV, RADIO AND IN PRESS
ARTICLES (ON AND OFFLINE) WHERE IT WAS DESCRIBED AS AN
“INNOVATION SHOWING YOUTUBE‟S FUTURE”.
-EACH USER:
-SPENT, ON AVERAGE, 6 MINUTES VIEWING THE CAMPAIGN;
USUAL AVERAGE TIME SPENT IS 2 MINS
-MADE MORE THAN 15 KEY-WORD REQUESTS DURING A VISIT


RESULTS

BEFORE THE CAMPAIGN, TIPP-EX HAD AROUND
100 + SOCIAL MEDIA MENTIONS PER DAY.


RESULTS

12 MILLION VIEWS FOR THE TEASER CLIP +
MORE THAN 30 MILLION VIEWS FOR THE TIPP-EXPERIENCE
CHANNEL. (TARGET 1 MILLION VIEWS)
217 COUNTRIES CONNECTED TO THE TIPP-EXPERIENCE
PAGE
SALES INCREASE MORE THAN 25% YEAR ON YEAR
HIGH ROI: ALL FOR TOTAL INVESTMENT OF 700 000 EUR


KEY LEARNINGS

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


THE BRAND – BURGER KING


THE BRAND – BURGER KING

Began in Jacksonville Florida in 1953
The Whopper introduced in 1957
Public since 2006
More than 12 000 outlets
73 countries
More than 11 million customers daily


THE CHALLENGE

Highly Competitive fast food market
Need to stand out
Social media important to key youth audience
Brand attitude is „edgy‟


CREATIVE SOLUTION – WHOPPER SACRIFICE

Burger King released a Facebook
app called Whopper Sacrifice.
Users „unfriend‟ 10 friends to
receive a free Whopper burger
coupon.

The sacrifices appear in your
news feed

“Sarah sacrificed John for a
free Whopper.”

CREATIVE SOLUTION – WHOPPER SACRIFICE


RESULTS

Video


RESULTS

BUT FACEBOOK DISABLED THE APP!
"We encourage creativity from developers and
brands using the Facebook Platform, but we also
must ensure that applications follow users'
expectations of privacy. This application
facilitated activity that ran counter to user
privacy by notifying people when a user
removes a friend. We have reached out to the
developer with suggested solutions. In the
meantime, we are taking the necessary steps to
assure the trust users have established in
Facebook is maintained."


RESULTS

APPLICATION INSTALLED NEARLY 60,000 TIMES
in a matter of days
NEARLY 20,000 WHOPPER COUPONS SENT OUT
OVER 200,000 FACEBOOK FRIENDS DELETED
BUT
BK FEWER LOYAL CUSTOMERS VS McDONALD‟S
LOWEST SOCIAL CURRENCY RANKING IN THE
CATEGORY
<Ref: Vivaldi Partners, Social Currency Report 2010>


SUMMARY: BURGER KING Vs. McDONALD‟S

BURGER KING – 2 CAMPAIGNS IN TOP 10 OF
THE DECADE, BUT:

FORTUNE MAGAZINE:
“Burger King has limped its way through the
recession, losing sales and market share even
as its rival McDonald's has thrived!”

SUMMARY: BURGER KING Vs. McDONALD‟S


KEY LEARNINGS

CONSIDER FACEBOOK‟S “POWER” TO BLOCK CAMPAIGNS
„TALK IS CHEAP‟: BEING SOCIAL DOESN‟T ALWAYS INCREASE
BRAND LOYALTY
THE CFO WANTS TO SEE MORE THAN FRIENDS/ FANS


THE BRAND – COMPARE THE MARKET


THE BRAND – COMPARE THE MARKET

Car insurance price comparison site in the UK
In their own words:
”comparethemarket.com is designed for
everyone who has better things to do with
their time than look for insurance!”


THE CHALLENGE

Cluttered and competitive market

Low interest, low creativity

„Distress purchase‟


CREATIVE SOLUTION


CREATIVE SOLUTION

“Market”


Meerkat

CREATIVE SOLUTION – COMPARE THE
MEERKAT

INSIGHT
Google AdWords prices:
“Compare The Market” = 5 GBP per click
vs. “Compare The Meerkat” = 0.05 GBP per
click


MEERKAT
VIDEO


MEERKAT


MEERKAT
Use of social media:
3,865 tweets; 36,424 following; 41,414 followers


UK GOES MEERKAT MAD!


RESULTS
TRAFFIC TO COMPARETHEMARKET.COM
UP BY 186% IN THE FIRST 12 WEEKS
QUOTE FIGURES INCREASED BY 80%
COST PER QUOTE REDUCED BY 73%
INCREASED MARKET SHARE OF UK INSURANCE
COMPARISON SITE VISITS BY 76% IN FIRST 9
MONTHS OF THE CAMPAIGN
MONEYSUPERMARKET.COM LOST 25% OF VISITS,
CONFUSED.COM DROPPED 5% AND GOCOMPARE
LOST 32%


RESULTS

LOTS OF FREE PUBLICITY
NEW MEDIA AGE EFFECTIVENESS
AWARD
CHRISTMAS 2010 “A SIMPLES
LIFE” WAS THE 2nd BEST
SELLING BOOK IN UK (!)
A LONG-LASTING CAMPAIGN:
NOW IN ITS THIRD YEAR


VIDEO – WHY MEERKAT IS SUCCESSFUL

Michael Nutley, New Media Age


SUCCESS FACTORS AND
KEY LEARNINGS
INTEGRATED PLATFORM USAGE – TV, WEBSITE, FACEBOOK, TWITTER

BRAND RE-ENFORCEMENT – THE CREATION OF A SPOOF SITE CALLED
„COMPARE THE MEERKAT‟ AS FORM OF BRAND EXTENSION. AFTER
SEVERAL EXPOSURES TO THE TV AD, „COMPARE THE MEERKAT‟
BECOMES SYNONYMOUS WITH „COMPARE THE MARKET‟

USE OF HUMOUR – VIRAL ELEMENT (VIA YOUTUBE, FACEBOOK)

DANGER OF LOSING THE BRAND BEHIND ORLOV THE MEERKAT?


SUCCESS FACTORS AND
KEY LEARNINGS

IDENTIFIABLE CHARACTER – SOMETHING
FAMILIAR AND LOVEABLE ABOUT THE BRAND.
COMPARE THE MARKET IS A „DRY‟ COMPARISON
SITE AND AGGREGATOR.
ALEKSANDR OF COMPARE THE MEERKAT IS
HUMOROUS AND WARM

USE OF SOCIAL MEDIA TO CREATE LONG-
LASTING CONVERSATION

HIGH-QUALITY EXECUTION

MEERKAT
VIDEO /bloopers


Simples!


THE BRAND – SVT Play

SVT is Sweden's public service broadcaster, and SVT Play is
their on-demand web service.


THE CHALLENGE

When launching SVT Play app for iPhone, SVT had no idea
when Apple would approve it
Also, they needed to inform Swedish iPhone users about
the release of the SVT Play application
Wanted to make people feel part of SVT
Dependent on the Apple process,,,


THE SOLUTION – DEAR STEVE JOBS!

All the SVT Play fans were invited to participate in a
campaign, trying to get the app approved as quickly as
possible
The campaign was addressed directly to
Apple's CEO Steve Jobs!


THE SOLUTION – DEAR STEVE JOBS!

VIDEO: http://demo.fb.se/e/svt/dsj


THE SOLUTION – “DEAR STEVE JOBS”!

www . DEARSTEVEJOBS . com


RESULTS
THE CAMPAIGN IMMEDIATELY SPREAD ON
FACEBOOK, TWITTER, BLOGS
REACHED 100,000 INTERACTIONS IN 24
HOURS
OVER 400,000 INTERACTIONS IN TOTAL
NB. THERE ARE APPROXIMATELY 500,000
IPHONE OWNERS IN SWEDEN.
WHEN THE APPLICATION WAS APPROVED AND
RELEASED IT BECAME THE MOST
DOWNLOADED WITHIN MINUTES


RESULT
THE CAMPAIGN WAS COVERED BY EDITORIAL
MEDIA ALL OVER THE WORLD
-WITHOUT SPENDING A CENT ON PAID MEDIA!


IN THEIR OWN WORDS:

FILIP NILSSON, FORSMAN & BODENFORS
-VIDEO


KEY LEARNINGS
THINK OUT OF THE BOX
LATERAL THINKING CAN PRODUCE SURPRISING RESULTS
PAID MEDIA IS NOT THE ONLY OPTION


THE BRAND – ALADDIN


THE BRAND – ALADDIN CHOCOLATES

Owned by Kraft Foods Sweden / Marabou
A box of chocolates
70 years in Swedish homes
Well-known and appreciated


THE CHALLENGE

Aladdin had changed so much in appearance and content
that it had lost its traditional values and „magic.‟

For Christmas a new praline chocolate was going to be
added to the box.


THE CREATIVE SOLUTION

Instead of talking about the new chocolate, Aladdin decided to
focus on “the praline that would have to leave, to make room
for the new one”

They let the Swedish people decide which chocolate would
have to go!


THE CREATIVE SOLUTION

PROMO VIDEO


RESULTS

400,000 VOTES IN 4 WEEKS
(approx 5% of the Swedish population)
MEDIA COVERAGE 33 MILLION
THE 4th FASTEST GROWING FACEBOOK
APPLICATION IN THE WORLD
SALES UP BY 26,5%
ALADDIN‟S MARKET SHARE UP BY 2,8%
REVENUE INCREASE OF 44%

ADVICE FROM THE CREATORS

VIDEO /PR STRATEGY (Tom Beckman)


KEY LEARNINGS

IDEAS CAN JUST „TAKE OFF‟; CANNOT PREDICT VIRAL
SUCCESS

STRONG IDEA, HUMOUR AND NOSTAGLIA

LEFT-FIELD APPROACHES OFTEN WORK BEST


THE BRAND – OLD SPICE


THE BRAND – OLD SPICE

American male grooming brand
Originally launched in 1934
Later acquired by P&G
The first „male body wash‟


THE CHALLENGE

Intense competition
Slow sales in recent years
Over 50% of body wash
purchases by women


THE CREATIVE SOLUTION 1 – TV ad

Promoting the idea that Old Spice has the “manliest
scents on the planet”, celebrates the importance of
“smelling like a man”.
TV ad created for dual audience: men and women.


THE CREATIVE SOLUTION 2 – YouTube

A team of creatives gathered
in secret location in
Portland, Oregon and
produced 87 short comedic
YouTube videos about Old
Spice. In real time!
Everybody loved it!


HOW DID THEY DO IT?

Real-time responses to user comments/questions
posted on Digg, Twitter,
Yahoo Answers, and Facebook
Two full days– creatives, digital strategists,
community managers, developers and editors all
sitting in the same area at the same time….
The creatives wrote the scripts. Scripts were sent
to the teleprompter. Isaiah did shots, sometimes
in a single take. Exported to editors, uploaded to
YouTube, and then posted on Twitter….
REAL-TIME ADS!


CREATIVE SOLUTION

VIDEOS /youtube responses
http://www.youtube.com/results?search_query=old+spice
+response&aq=1


RESULTS

ON DAY 1 THE CAMPAIGN RECEIVED ~6 MILLION
VIEWS
(MORE THAN OBAMA‟S VICTORY SPEECH!)
OVER 40 MILLION VIEWS AFTER THE FIRST
WEEK
OLDSPICE.COM WEBSITE TRAFFIC UP 300%
THE OLD SPICE YOUTUBE CHANNEL BECAME THE
ALL-TIME MOST VIEWED CHANNEL
THE CAMPAIGN GENERATED 1.4 BILLION
IMPRESSIONS IN 6 MONTHS


RESULTS

THE CAMPAIGN INCREASED SALES BY 27% OVER 6
MONTHS SINCE LAUNCHING (YEAR ON YEAR)
IN 3 MONTHS SALES WERE UP 55%
AND IN THE LAST MONTH SALES WERE UP 107% FROM
THE SOCIAL RESPONSES CAMPAIGN WORK
OLD SPICE IS NOW THE #1 BODY WASH BRAND FOR
MEN.
CANNES GRAND PRIX FOR THE TV FILM


KEY LEARNINGS

REAL-TIME DRIVES THE WEB

TV IS STILL POWERFUL AND IMPORTANT

SOCIAL MEDIA CAN AMPLIFY THE EFFECT OF
TRADITIONAL

STRONG IDEAS CROSS CHANNELS


KEY LEARNINGS FROM THE CASES (1)
MAKE USE OF EXISTING SYSTEMS AND DATA
(e.g GOOGLE TOOLS, YOUR OWN DATA,
PARTNERSHIPS WITH AFFILIATES AND KEY
INFLUENCERS)

CANNOT PREDICT VIRAL SUCCESS BUT A STRONG
IDEA IS THE MOST IMPORTANT THING
– THINK CREATIVELY AND OUT OF THE BOX, AS
UNIQUE SOLUTIONS SPREAD QUICKLY

INTEGRATED MEDIA OFTEN WORKS BEST, TV IS
STILL IMPORTANT AND SOCIAL MEDIA HELPS
TO CREATE LONG-LASTING CONVERSATIONS

KEY LEARNINGS FROM THE CASES (2)

KNOW YOUR AUDIENCE: FOR MEDIA AND
CREATIVE

HIGH-QUALITY EXECUTION IS CRUCIAL

REMEMBER ALTERNATIVE PLATFORMS (ANDROID,
BING)

DIGITAL MARKETING IS AN ONGOING PROCESS:
KEEP TESTING AND OPTIMISING


QUESTION:

Why couldn't this ad have aired
10 years ago?

VIDEO


ANSWER:

Call to action: go to the
Facebook page!


WHAT‟S NEW? / WHAT‟S NEXT?


TRY TO KEEP UP!

“WHEN YOU ARE THROUGH
CHANGING… YOU ARE THROUGH.”

BRUCE BARTON


TRY TO KEEP UP!

“WHEN YOU ARE THROUGH
CHANGING… YOU ARE THROUGH.”

BRUCE BARTON
Founder: Batten, Barton, Durstine and
Osborne (BBDO)
7,200 employees in 287 offices in 77 countries


NOTHING LASTS FOREVER...


NEWS

iPad 2
Facebook messages
Nokia-Microsoft alliance
BlackBerry PlayBook
Google „Plus One‟
Bing market share!
+++


THE NEW EU PRIVACY ICON


GOOD BEHAVIOUR...

EU Privacy directive
Need to tell consumers
about cookies
New icon
Standard format

www.youronlinechoices.eu


LOCATION-BASED SERVICES
FACEBOOK PLACES:
the long-awaited feature that brings
location-based functionality to the most
popular social network in the world
USE THE SMARTPHONE APP TO...
...SHARE YOUR LOCATION WITH FRIENDS
...FIND OUT WHERE YOUR FRIENDS ARE
...DISCOVER PLACES NEAR YOU
...ADD PLACES
...TAG PEOPLE WHO ARE WITH YOU


WHAT‟S NEW? / WHAT‟S NEXT? DEALS



???

VISUAL SEARCH
No need to
type?
Or translate?
Or think?

VIDEO


DO-YOU “PLUS-ONE” IT?

http://www.youtube.com/watch?v=OAyUNI3_V2c


THE NEXT BIG THING?

Quora is a continually-improving
collection of questions and answers
created, edited, and organized by
everyone who uses it. The most
important thing is to have each
question page become the best
possible resource for someone who
wants to know about the question.


CALL IN „THE HIDDEN PERSUADERS...‟

JUST REMEMBER: IT‟S PUBLIC. FOREVER!
CHECKLIST BEFORE POSTING ANYTHING – ANYWHERE:

ASSUME YOUR BOSS READS/SEES EVERYTHING THAT YOU
POST

ASSUME YOUR BIGGEST CLIENT READS/SEES EVERYTHING
THAT YOU POST

ASSUME YOUR BIGGEST COMPETITOR READS/SEES
EVERYTHING THAT YOU POST

ASSUME YOUR MUM READS/SEES EVERYTHING THAT YOU
POST

ASSUME YOUR CHILDREN WILL READ/SEE EVERYTHING
THAT YOU POST!!!

LOOKING AHEAD


SEEN THIS?

HOW DO YOU CONSTRUCT A SOCIAL MEDIA STRATEGY?
http://whatthefuckismysocialmediastrategy.com/


DON‟T EMBRACE „THE FUTURE‟
FOR THE SAKE OF IT

“The future’s already here, it’s just
unevenly distributed.”
William Gibson,
1999

Source: Blue Latitude/ ISBA

PAST AND PRESENT WILL ALWAYS CO-EXIST

The past is still here too – it’s just
so evenly distributed that it blends
into the background


REMEMBER THE „OLD STUFF‟ STILL WORKS!


AND REMEMBER: CLICKS AREN‟T SALES


SO WHAT HAS DIGITAL MARKETING ADDED?


MORE ARROWS IN YOUR MARKETING QUIVER

<Photo credit: Flickr: David de Groot>


IT‟S TOUGH OUT THERE...


DON‟T PANIC!

DO WHAT YOU KNOW WORKS
TRY SOME NEW STUFF
SET OBJECTIVES
MEASURE AGAINST YOUR KPIs
DO IT AGAIN (AND BETTER!)


GOOD LUCK AND SEE YOU
ON LINKEDIN!

MIKE BERRY

Twitter: @mikeberrytweets
blogbymikeberry.blogspot.com
http://uk.linkedin.com/in/mikeberrylinkedin

Digital winners, Mike Berry, LOTE 2011

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