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Staples Brand Accelerator Media Products

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Prototypes of Brand Accelerator charter client Staples' bespoke media products. Each of the prototypes you see here were co-created by teams from Dentsu-Aegis Accelerator Group, the Staples client, Action Exchange, Adcade, and Place IQ. Results within the first three weeks after launching the first media product significantly outperformed Staples historicals:
-- More than 140,000 interactions
-- Mobile conversion rates more than 4X previous campaigns
-- $4.92 ROI attributable to re-marketing, a significantly greater amount than industry benchmarks

Publié dans : Business
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Staples Brand Accelerator Media Products

  1. 1. MEDIA! INNOVATION MEDIA! INNOVATION!
  2. 2. 1. WHY WE’RE HERE 2. PROCESS 3. STRATEGY 4. EXECUTION 5. CONCEPTS 2
  3. 3. WHY WE’RE HERE 3 1
  4. 4. CREATE THIS PERCEPTION: 4 “Staples Makes it Easy with Every Product Businesses Need to Succeed”
  5. 5. GOALS Acquisition: • Drive SMB acquisition • Drive traffic to e and m-com • Drive footfall to retail Evolve brand perception: From: source for “office supplies” To: provider of “office solutions” 5 PRIMARY SECONDARY conversion repeat visits ! willingness to recommend
  6. 6. PROCESS 6 2
  7. 7. ! Ed Gorman Keri Demarino Liz Johnson Kevin Ward VCs: “filter” TEAM COMPOSITION Jason Newport Michael Liu Haydn Davies Jay Poropatich ! 4 Team members 8 Team members ! 4 Team members
  8. 8. ! PARTNERS
  9. 9. Gil Beyada Genacast Ventures Founder & Managing Partner genacast.com Roger Ehrenberg IA Ventures Founder & Managing Partner iaventures.com Chris Fralic First Round Capital Partner firstround.com Eric Hippeau Lerer Ventures Managing Director lererventures.com Joe Medved Softbank Capital Partner softbank.com Karin Klein Bloomberg Beta Partner bloombergbeta.com
  10. 10. FROM A POOL OF MORE THAN ONE THOUSAND… 11 WE CHOSE THREE… WITH YOUR HELP…
  11. 11. Multi-Screen Engagement Audience Taxonomies Cross-Screen Retargeting 12
  12. 12. 13 ! TIMELINE APRIL MAY JUNE WK 1 WK 2 WK 4WK 3 WK 1 WK 2 WK 1 WK 2 WK 4 AEGIS, CARAT: Send STAPLES- approved brief to VCs ! VCs: Respond to client briefs (please follow instructions provided in the email accompanying the brief) with two portfolio companies best equipped to solve for the brand challenge. AEGIS, CARAT:: STAPLES account teams meet with CLIENT to assess submissions. Client team selects two startups to work with. AEGIS: On behalf of CARAT account teams and CLIENT, AEGIS announces STARTUPS selected. All VCs will be contacted. AEGIS, CARAT & STARTUPS: Co-creation phase begins. 3-hr kick off meeting hosted by AEGIS. CLIENTS: Client leads from STAPLES meet jointly with AEGIS, CARAT & STARTUPS to receive progress report/status update from build teams, and to provide feedback. WK 3 AEGIS, CARAT & STARTUPS: Collaboration continues. ! AEGIS to facilitate structured joint sessions. ! In addition, meetings may happen intermittently as needed. AEGIS, CARAT & STARTUPS: Collaboration continues. Teams may meet as often as necessary. CLIENTS: Client leads from STAPLES meet jointly with AEGIS, CARAT & STARTUPS: to provide final feedback before “Demo Day”. WK 4 WK 3 PROTOTYPE REVEAL DEMO DAY
  13. 13. STRATEGY 14 3
  14. 14. PEOPLE Before they are your customers, they are consumers. Before they are consumers, they are people. People do not widely believe advertising is inherently and consistently valuable. BUSINESS TECHNOLOGY VALUE TURN MARKET NOISE INTO MARKET SENSE 15 Your products, services, solutions and brand are worthless — until they intersect with situations and scenarios where they can be meaningful to people. Anticipating and getting ahead of new demand patterns driven by technology will secure competitive advantage. Aiming to change consumer behavior is futile. We must adopt a modern marketing mindset where value exchnage achieves normalcy: “Embrace the behavior, enhance the experience.” ! ! ! K G ` j
  15. 15. GET OUT OF THE FOG. ! EXPLORE THE CORNERS OF TECHNOLOGY IN COLLABORATION WITH BEST-IN-CLASS PARTNERS TO DISCOVER HOW TO… ! PLAY A MORE VALUABLE ROLE IN CONNECTING SMALL BUSINESS OWNERS TO STAPLES. 16
  16. 16. Design services and solutions around the situations and scenarios where Small Business Owners would welcome Staples — so long as you’re meaningful.
  17. 17. 18 “What need is revealed when we consider people and their context together?” ! ! “What value or service can we offer that will fill that need?” ! ! “What messages or content must we create to deliver that value or service?” REBOOT
  18. 18. EXECUTION 19 4
  19. 19. VALUEENTERTAINMENT Entertainment is the primary driver of time spent with mobile and driving engagement. SELECTION utility 20 PILLARS Showcase the breadth of selection available at Staples Spotlight free overnight shipping and rewards to ensure business owners understand the true benefits Embrace the behavior, enhance the experience. ! Create usable media. ! ! !
  20. 20. 21 Create new and deliberate economic value for small business owners through digital, mobile and social.
  21. 21. 22 BENEFIT WITH STAPLES DATA WITHOUT STAPLES DATA Dynamic Product Retargeting Cross Screen Dynamic Retargeting Media & Device Attribution Media Optimization Robust Targeting and Segmentation Identify Lower Funnel Opportunities the value of your data
  22. 22. CONCEPTS 23 5
  23. 23. CONCEPT #1 24
  24. 24. STAPLES SOCIAL RADAR Give SBOS a multiscreen utility that aggregates consumer behavorial patterns in the vicinity of their business. Point of entry for the SBO is with Media Ads that offer a preview of the experience after tapping. The User has ongoing access to an HTML5 geo-aware tool that pinpoints consumer locations and their intent via hashtags and photos. Possibilities abound, including the ability for the SBO to intercept the user or track path to purchase and redirect them with a specil offer, or a conquesting promotion. This is a modern, social, real-time mobile circular that empower the SBO to drive footfall to retail. All powered by Staples - a tool that blends the virtual and real to enable SBOS to “Make More Happen”.
  25. 25. Type in Your Reply: @AromaEspressoBar @TFunke n @BobLoblaw / @Maeby f @Gob g @KittySanchez l @George_Michael 4 @BustersHand f @EveHolt l @LucilleB 4 @DoctorFishman g @TonyWonder & STAPLES SOCIAL RADAR 1. Draw & Search Search your location and draw around the area you want to view the most recent/populated hashtags. The app can be added to your device and revisited at any time. Staples Daily Deals Ad is directed to targeted users. 0. Invitational Banner (320 X 50) Call to Action - Prompting SBO to explore the Staples Social Radar HTML5 downloadable app. 3. View All Networks See the social conversations across all the network platforms. The SBO can then direct a targeted message direct to all those individuals. 4. Socially Network SBO’s can then communicate with these groups of localized hashtaggers. And Staples can collect all of this info back about the SBO’s to better interact with them. ADD TO DESKTOP +ADD TO DESKTOP + 2. Choose Topic Search your location and draw around the area you want to find the most recent/poluated hashtags. ADD TO DESKTOP + #Coffee #Coffee Users < Back to Map Send everyone a message now: ADD TO DESKTOP + FIND OUT WHAT YOUR CUSTOMERS ARE SAYING NOW. Draw a circle around your work location. See what people are talking about in your area. GO! n/fgl4& #GrandCentral Station #tbt #Coffee #selfie #42nd #NYC #love The bigger the circle, the more the topic is trending. Tap on a topic to explore and communicate with your community. GO > < Back Save Search New Search @all If you love #coffee , come visit us before 3pm and get a free cookie!
  26. 26. TARGETING RICH MEDIA RETARGETING FUNCTIONAL ROLES • Targeting Small Business Owner (SBO) • Demo • Location • 3rd Party • Identifying trending clusters • Determine products to display based on segment data • Ingest location data for contextual targeting • Develop HTML5 dynamic multi-screen (desktop, mobile, tablet rich media unit) • Ad serving • Ongoing hosting of HTML5 web app • Integrate third party API keys for each social feed • Collect and classify specific interactions with ad unit • Upon user interaction/tap/click on ad unit: • Personalize ads based on user behavior (searching, browsing, abandoned carts, etc) • Feature “trending” products within given category • Product deep-linking into staples.com mobile site or app (or any Staples-owned digital asset partner breakouts
  27. 27. CONCEPT #2 28
  28. 28. STAPLES Spread brand awareness with a fun and engaging game experience that familiarizes users with Staples’ unique small business inventory. In this cross-platform unit, users must slingshot popular Staples products into a moving shopping basket as a countdown timer ticks away. The end state displays the total list of items flung, highlighting the ones that successfully landed in the cart. Users can click items to see product details and click out to Staples.com to “Shop Now” or can play the game again. This experience runs as an expandable unit on desktop, tablet and a fullscreen unit on mobile.
  29. 29. POWERED BY ADCADECARAT | STAPLES 2 EXPANDABLE 02 Users are instructed to launch the products into the basket. 03 Users will drag the products back into the slingshot and take aim to launch them forward into the moving basket. 01 After a brief animation, users can click to expand the unit.
  30. 30. POWERED BY ADCADECARAT | STAPLES 3 EXPANDABLE 05 After the game ends, a scoreboard appears including all of the products launched in the game with icons to indicate hits and misses. 06 Tapping or clicking the product name brings the user to a product information panel which includes more details and allows them to click out to Staples.com to shop. 04 As the user shoots, new products slide in quickly, challenging the user to work fast to get as much as possible into the basket before time runs out.
  31. 31. CONCEPT #3 32
  32. 32. POWERED BY ADCADECARAT | STAPLES 4 STAPLES To showcase the savings small businesses can leverage at Staples, this experience allows users to find out how much they can save with Staples Rewards and Free Shipping. Users can calculate their savings using an interactive calculator. This interface has been designed with bleeding edges and simple design to make it blend with nearly any site and create a widget-like experience. These units will run on desktop, tablet and mobile.
  33. 33. POWERED BY ADCADECARAT | STAPLES 5 EXPANDABLE 01 After a brief animation, users can click to expand the unit. 02 Scrolling text on the calculator screen instructs users to enter their supply budget. The copy will animate in and out until the user clicks or taps a number.
  34. 34. POWERED BY ADCADECARAT | STAPLES 6 EXPANDABLE 04 When the user hits the “Less” button, a savings calculation along with Staples Free Shipping and Rewards messaging is shown. The user can then click out to Staples.com to sign up for the Rewards program. 03 The user enters a budget and can now click or tap the “Less” button to calculate potential savings.
  35. 35. CONCEPT #4 36
  36. 36. POWERED BY ADCADECARAT | STAPLES 7 STAPLES Spread brand awareness with an engaging workspace environment that showcases Staples’ wide selection of inventory. This unit features a workspace where users can navigate around the room, click on hotspots to view product details and ultimately click-out to shop the featured products on Staples.com. This experience runs as an expandable unit on desktop or tablet and as a fullscreen unit on mobile.
  37. 37. POWERED BY ADCADECARAT | STAPLES 8 EXPANDABLE 01 The unit opens to an instructional message on screen. 03 Upon the details overlay screen, users can click out to shop the product on Staples.com. 02 Users can navigate the space by hovering (desktop) or tilting the screen (mobile, tablet). Users can click on a hotspot to view details.
  38. 38. POWERED BY ADCADECARAT | STAPLES 9 OVERALL HOTSPOTS
  39. 39. CONCEPT #5 40
  40. 40. STAPLES BUSINESS OWNERS CARD The Staples "Owners Card” (Staples OC) is a membership organization created by Staples to meet the unique needs of small business founders, CEOs, presidents, and other members of the entrepreneurial small business community. MEMBERSHIP BENEFITS 1. Value benefits including FREE OVERNIGHT SHIPPING and 5% REWARDS are largely parity with benefits any Staples shopper could  experience with today (should they be aware) without having the card.  2. Utility benefits focus largely on convenience. The card is always within reach, giving members easy access to their “card”. Membership credentials (e.g; the card) are 100% mobile and digital and managed by members from the device(s) they specify: On each member’s mobile device in the form of a web app: accessible via shortcut on member’s home screen   In the form of a widget/browser extension easily accessible on their computer’s desktop It is important to note the importance of the functional and also promotional value possibilities to explore here. For example, the card could become smarter over time based on the user’s spending behavior, where they’ve been, what activities they have done, how much they have spent at Staples and otherwise, etc — in the near term it could be leveraged as a promotional canvas offering a STAPLES OC DEAL OF THE DAY positioned as a reward to cardholders/members…. This reward would be visible each day starting at 12:01am and expiring at midnight on the same date.  Offers customized by segment initially, and then through behavioral analysis as time passes. 3. Visually Stunning: “premium”/platinum/diamond/black card aesthetic... In a digital wrapper... Must be beautiful, ornate, digital  “detailing”... Offer members options to customize their digital SOC with different skins, colors, material (e.g; steel, plastic, onyx), iconography, user photos/their business’s logo, etc).   WHY BOTHER CREATING THE PROGRAM IF THE BENEFITS OF BEING A STAPLES OC MEMBER HAVE NO INCREMENTAL VALUE? We have learned from many sociology, ethnography and economic studies through the years (as well as from performance data of other club and community-based membership programs) that whether physical or digital, visual evidence of professional and socioeconomic status (particularly among populations of entrepreneurs operating at a local level where status beyond normalcy/ status quo is rare) has a positive impact on enrollment in brand loyalty and CRM programs. 
  41. 41. STAPLES BUSINESS OWNERS CARD Invitational Banner (320 X 50) STAPLES OWNERS CARD SOCIAL RADAR APP SAVINGS CALCULATOR DAILY DEALS OWNERS CARD! 5% REWARDS! FREE OVERNIGHT SHIPPING! Join Now!
  42. 42. PHASE 2: X-SCREEN RETARGETING IN ACTION 43
  43. 43. ADCADE RICH MEDIA UNIT
  44. 44. 45 USER VISITS STAPLES SITE OR APP
  45. 45. PERSONALIZED RICH MEDIA CREATIVE Merchandise personalized based on user behavior (searching, browsing, abandoned carts) ! In addition to personalized products, “Trending” Products within a category are featured ! Banner animates and expands ! Products deep-link into Staples.com mobile site or app 46

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