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MEKANISM : ENGINEERING VIRAL
MARKETING
Case Facts
• Mekanism, a digital social media production company
– Development of viral marketing campaigns
Mekanism focu...
Becoming full service
• Closer relationship with advertisers and afford
more opportunities to leverage the content
into Te...
Mekanism History
• In 2000, the time when media fragmentation and shrinking ad budgets
were begninning to highlight the lo...
Online Video Advertising
• Traditional Media:
– Huge and Captive audience
– Introduction of DVR
– Internet becoming altern...
• Online Video advertising also offers the potential
for higher level of consumer engagement wit
brand rather than cost sa...
StoryTelling for Emerging Media
• Positive emotional associations with brand and
a desire to share the stories
• Research ...
Platform Management
• First step: Developing right story for a brand and target
audience
• Development of 3 pronged strate...
Influencer Networks
• In 2006, Microsoft help in promoting launch of Microsoft
Vista
– Reaching out to a number of other p...
Measuring Success
• Mekanism focus on the goal stated in their mission-
“inspire measurable brand loyalty”
– Maximizing en...
To Be or Not To Be Agency??
• Major clients wanted Mekanism to provide a complete
service to cater to their needs
• Risk of diluting Mekanism’s core c...
Mekanism- Engineering Viral Marketing
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Mekanism- Engineering Viral Marketing

Case Study Analysis of Digital Marketing Case

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Mekanism- Engineering Viral Marketing

  1. 1. MEKANISM : ENGINEERING VIRAL MARKETING
  2. 2. Case Facts • Mekanism, a digital social media production company – Development of viral marketing campaigns Mekanism focuses its work on story-telling through emerging media platforms 68% annual growth in billings. Mostly engineered in virility , by creating an online campaign and make it go viral
  3. 3. Becoming full service • Closer relationship with advertisers and afford more opportunities to leverage the content into Television and other traditional media Remain in Niche creative shop that specialized in Viral Marketing • Focus on what makes in successful and attempt to fend off recent competition
  4. 4. Mekanism History • In 2000, the time when media fragmentation and shrinking ad budgets were begninning to highlight the long term limitations of the 30 second TV ad • Potential in emerging online media and to leverage the combination of traditional and ‘emerging media’ to create new solution for production and advertising • Changes in traditional processes leads for clients began to see Mekanism as an appealing and efficient option for broadcast-quality film development, animate videos, websites, and interactive online applications • One-stop digital shop for creative, strategy, production, promotion ad distribution of the campaigns involving digital content for social media.
  5. 5. Online Video Advertising • Traditional Media: – Huge and Captive audience – Introduction of DVR – Internet becoming alternative to TV for viewing the video content • Real-time sourcing of video content which is more directed to target audience and less likely to avoid then viewing • Average proportion of media time consumers spent online was rising • Paid online media had become the prospect of ‘Viral’ video marketing
  6. 6. • Online Video advertising also offers the potential for higher level of consumer engagement wit brand rather than cost saving and fast reach • Online video offered viewers more possibilities for interactive than TV ads and amounted to more brand related time spent by consumer • “Engineering Virality” 3 main approaches: 1. A unique storytelling focus 2. Management of digital platforms 3. Building a network of high-profile digital influencers to help spread a campaign
  7. 7. StoryTelling for Emerging Media • Positive emotional associations with brand and a desire to share the stories • Research and understand the interest and needs of the target group by conducting focus groups and monitoring online buzz Engaging the consumer on a deeper level • ‘Gives something for the consumer to talk about within their social media • Finding and sharing the content • Creating platforms for people to have voice to build the relationship between consumers and the brand Involving the consumer in the process
  8. 8. Platform Management • First step: Developing right story for a brand and target audience • Development of 3 pronged strategy: – Reaching out popular blogger and high profile digital influencers, online citizens with large followings to create editorial buzz around campaigns and increased sharing process – Distribution strategy relied heavily on the use of owned spaces on social media platforms – Use of traditional paid and digital media • ‘Building and fostering brand communication’ online and ‘working at the speed of social media by creating a constant dialogue with the consumers’ – Crucial pieces
  9. 9. Influencer Networks • In 2006, Microsoft help in promoting launch of Microsoft Vista – Reaching out to a number of other popular online personalities to promote the campaign and direct the followers to website • Influencer network continues and become a central components built into the majority of their campaigns - ‘seeding’ the campaign’s content on variety of blogs and other sites that could post later • 5 Steps characterized Mekanism’s digital influencers strategy Identity Engage Value Exchange Distribute Message Optimize
  10. 10. Measuring Success • Mekanism focus on the goal stated in their mission- “inspire measurable brand loyalty” – Maximizing engagement time with brand • 3rd Party tracking and analytics services, and monitor campaigns progress from beginning to end by using Goldengrant.com, Syndication: Videos views through – Reach: Total visits to site and number of unique visitors – Engagement: Total completed views and % of repeat views – Buzz and mentions: Comments on content and number of shares – Brand Sentiment: % of Positive Vs Negative comments or editorial reviews • Measuring Client Satisfaction
  11. 11. To Be or Not To Be Agency??
  12. 12. • Major clients wanted Mekanism to provide a complete service to cater to their needs • Risk of diluting Mekanism’s core competency : Viral marketing • Conversion into an ad agency as part of expansion strategy • Provide a closer relationship with advertisers with increased usage of the internet • It will be easier to attract bigger clients because as it is ad agency • Ad agency can provide over a standalone service provider, it is advisable to Mekanism to become a ad agency and thereby provide complete integrated service

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  • FeruzRakhimov

    Apr. 26, 2017
  • DanBall2

    May. 2, 2017
  • JaganPanathale1

    Dec. 7, 2017

Case Study Analysis of Digital Marketing Case

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