From Vice to The Vamps
•
1 j'aime•104 vues
Influencer strategy presented at Digital Marketing World Forum #DMWF including work from Heineken, Tiger Beer, Merlin Entertainments, Thorpe Park theme park, Angry Birds
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à From Vice to The Vamps
Similaire à From Vice to The Vamps (20)
Dernier
Dernier (20)
From Vice to The Vamps
- 1. From Vice to The Vamps Influencer Marketing Jason Wills Freelance Marketing Director @jasonpwills
- 2. How do I get more people talking about my marketing campaign more quickly….
- 3. Developing An Influencer Strategy Marketing Objective Target Audience Reach Credibility 1. Access to an audience more efficiently 2. A point of difference versus your competitive set. 3. A voice your audience is more likely to trust. 4. Consumer more likely to choose a brand that engaged me on my passions and interests with its advertising. 5. A shared or at least comparable brand essence or brand purpose.
- 4. Tiger Beer
- 5. Marketing Objective & Target Audience • To be a credible 330ml NRB choice on upbeat drinking occasions • 18-24 year old male consumer with a focus in London • Increase brand equity measures & volume
- 6. Target Audience, Reach & Credibility
- 7. “Know The Not Known” A campaign with discovery at its heart that would reward those who looked beyond the obvious. A fully integrated campaign with the end line ‘Curiosity is Rewarded’. Online content, outdoor advertising, print, events and social media. Influencers at the heart of it.
- 9. Top tips. • Purpose. What value are you trying to add to who? • Be brave. You might not think they’re an influencer! • Trust. Work with partners that know their stuff. • Take some risks. It doesn’t always work. • Don’t be too precious. • More than a tweet. • Evaluate. Demonstrate that it achieved the objectives. Celebrate.
- 11. Marketing Objective & Target Audience • Establish Thorpe Park Resort as “An Island Like No Other” • Recruit & retain 9-11 (1.4m) year old Kids & reassure their Parents • 12-15 year old Tweens/Teens • 16-34 Young Adults • Increase the number of visits
- 12. Really Understand Your Audience • Teens – Emotionally Led • Parents (Mum’s) – Problem Led • Requiring different content in different channels • Tone of voice • Role of social
- 13. “An Island Like No Other” – TV Ad
- 14. Target Audience, Reach & Credibility – Mum’s & Kids • Would Mum’s really believe the new strategy? • Did Kids really want to go on those big coasters? • We needed to validate it & then reinforce it. • Happy Height Day • Parent Bloggers • Mumsnet
- 15. Happy Height Day • Audience Insight • Extend reach to targeted audience • Discreetly on their channels • Cost effectively • Brand alignment • Add value on 3 sides
- 17. Parent Bloggers • Quick to activate • Cost Effective • Authority within their community • Advocacy once they’d experienced it • Authenticity • Content – publishing existing & creating new
- 18. Mumsnet • Extend out parent blogger strategy • 50 Mumsneter’s • Annual Pass • Happy Height Day VIP • Angry Birds Land launch VIP
- 19. Top tips! • Purpose. What value are you trying to add to who? • Be brave. You might not think they’re an influencer! • Trust. Work with partners that know their stuff. • Take some risks. It doesn’t always work. • Don’t be too precious. • Evaluate. Demonstrate that it achieved the objectives.
- 20. Island Beats • 2nd Gate revenue opportunity • Recruit new Tweens/Teens • Extend reach of “An Island Like No Other” • Credibility • Content
- 21. Target Audience, Reach & Credibility – Tweens/Teens
- 24. Top tips! • Purpose. What value are you trying to add to who? • Be brave. You might not think they’re an influencer! • Trust. Work with partners that know their stuff. • Take some risks. It doesn’t always work. • Don’t be too precious. • More than a tweet. • Evaluate. Demonstrate that it achieved those objectives. Celebrate.
- 25. Target Audience, Reach & Credibility – Older Teens & Young Adults
- 26. • Extend reach to targeted audience • Discreetly on their channels • Cost effectively • Brand alignment • Add value on 3 sides • 12m organic views to date
- 27. Top tips! • Purpose. What value are you trying to add to who? • Be brave. You might not think they’re an influencer! • Trust. Work with partners that know their stuff. • Take some risks. It doesn’t always work. • Don’t be too precious. • More than a tweet. • Evaluate. Demonstrate that it achieved those objectives. Celebrate.