1. On-Line in Multichannel Environment
20 Years of Studio Moderna Case Study
Jernej Petrin, November 2012

2. Multichannel & SM
Through Time
DRTV DRTV, Internet, Store Multichannel
As only sales channel
Flying towards multichannel Assuring seamless customer
experience through synced
campaigns
Birth Childhood Puberty
1999 2000 2002 2009 2015
DRTV + Internet Multiple Channel Fully Digital?
Introduced first website DRTV, Internet, Retail, .
Print, WHS, Telemarketing

3. Multichannel & SM
In Region
Macedonia

4. 20 Years Campaign
In Macedonia
Email

5. Multichannel mix
Social Media DRTV with
Marketing Primetime
Telemarketing Internet
Sites
Multichannel
Mix
Print SEM & Email
Wholesale Retail
Stores

6. Going beyond
Why Facebook?
Email
• FB is the most visited site in MK
• More then 700.000 people have
FB profiles
• Advertising on FB is
targeted and cost affective
We thought it would be a great way to be close to our customers and to
do PR, promotions of products, campaigns, and finally – TO SELL!

7. The Idea
Email
• To create an interactive an engaging contest for Facebook fans
• To see if we can connect direct sales with Facebook
• Increase number of Facebook fans
• Get new leads

8. The App
Email

9. Game Play - Levels
Every user needs to pass all the levels in order to compete for the prizes
• The game consists of 21 levels, one for
every country where Studio Moderna
has local offices
• Levels can be:
« Quiz –x6
« Memory game –x3
« Upload photo –x1
« Add Youtube video –x1
« Find a hidden code –x6
« Bonus stars –x2
« Birthday message –x1
« Enter a code –x1

10. Game Play
Every user needs to collect as many stars as possible
Email
The game is based on 3 different ways to
collect stars :
« Finish a level from the 21
levels available;
« Ask a friend or friend of a
friend to give you a star;
« Buy a product from Studio
Moderna.

11. Game Play
Level: Add birthday greeting note
« There is 1 level where user
writes a birthday greeting
note to the company

12. Game Play
Level: Memory Game
« There are 3 levels with the
memory game consisted with
images from Studio Moderna
products and brand logos.

13. Game Play
Level: Quiz
• There are 6 levels with quiz-questions;
• Each quiz has 3 questions with 3 possible and 1 correct answer

14. Game Play
Level: Add youtube video
• There is 1 level where user embedds link/video from Youtube

15. Game Play
Level: Find a Code
• There is 6 levels, where users need to find a hidden code on our websites

16. Game Play
Level: Bonus stars
• There are 2 ‘bonus star’ levels:
• When the bonus is active, the user receives two instead of one star from his friends. The active
period for a bonus is till 23.59 o’clock (the end of the day when it was activated

17. Game Play
Level: Enter a code
• The last level, the user has to enter a code he received by buying a product
• If he has already entered a code, this level will be finished automatically for him

18. Game Play
Friends
• Every user can get one star from one friend, when bonus level is active every star counts
double
When a user gives a star to a friend, an open
graph action/message is published on his
wall: User gave a star via Studio Moderna:

19. Game Play
Sales activities
• With every bought product the user gets a code, which adds up more stars to his account

20. Game Play
Profile
• Every user has his own profile with all the info on friends activities within the app

21. Results
New fans: 42.451
Emails: 19.500
Orders from Facebook: 150+
Prizes given
3X 3X & > 100
More

22. Results
Sales
?

23. Why This Case
?

24. Because Multichannel is:

25. 200+
Cases

27. Key challenges
Planning
„Manual-ism“
Customer care
Cost allocation
Cross channel impact
After campaign impact
Off line channels push of app promotion via their Sales

28. If you don‘t cannibalize yourself, someone
else will.
Steve Jobs