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Syracuse Digital Agency Introduction 2015

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Syracuse Digital Agency Introduction 2015

  1. 1. INTRODUCTION Syracuse Digital
  2. 2. www.syracusedigital.ng WELCOME TO SYRACUSE DIGITAL2 We are Syracuse Digital, borne of creativity and effective delivery. Established in 2012, we have grown into a powerhouse of innovation in digital advertising. Based in Lagos, Nigeria, we pride ourselves as an agency that operates within the blurred boundaries of digital advertising and product development. We are brand storytellers - creating powerful, profitable and long-term connections between brands and their customers. Who we are
  3. 3. www.syracusedigital.ng WHAT WE DO3 We dream up and deliver innovative customer experiences on digital platforms, helping businesses and brands meet their all their objectives, through optimal Digital Engagement Marketing. Across all arms of marketing we engage in, we continually strive to blur the lines between perception and reality - we bridge the gap between what it’s not and what its should be. We have the strategies, tools and concepts to drive interactive content that lets your customers not only hear about you [Targeted Reach], but also consistently engage with your brand to the position where they develop a brand loyalty and eventually become brand advocates [Take Targeted Action].
  4. 4. www.syracusedigital.ng WHY DIGITAL ?4 Digital Marketing uses mobile and desktop deployment platforms which accounts for 100% higher real audience reach at a fraction of the cost. 0   10   20   30   40   50   60   70   80   90   100   Print  Media   T.V   Mobile   Radio   Desktop   Strength of Media Channel According to Audience Reach
  5. 5. www.syracusedigital.ng YOUR AVERAGE CONSUMER TODAY5 The daily life of the average consumer. Digital Media channels peak at least 3 times as often as your traditional media channels. Adequate Brand Exposure is easily achieved through digital media channels.
  6. 6. www.syracusedigital.ng HOW WE WORK6 Our philosophy when executing digital engagement strategies is to not only push on your brand targets and objectives, but also get you Data-Driven-Feedback through various digital analytic tools, in order to help you further understand your consumers, what they want from you, and how you can get them further hooked onto your brand. To achieve this, we integrate appropriate digital tools, across all levels of the AISAS framework. This framework is what we use to plan digital communication strategies that align with your brand objectives and resonate with your audience
  7. 7. www.syracusedigital.ng OUR DEFINED APPROACH7 AWARENESS   INTEREST   SEARCH   ACTION   SHARE   LOYAL, SATISFIED BRAND ADVOCATE UNIQUE BRAND CONTENT Consumer becomes aware of your Brand/Product Consumer becomes interested in your Brand/Product Consumer searches for and identifies with your Brand/ Product Consumer Engages with your Brand and takes directed actions Consumer recommends your brand/ product to other users AISAS CONSUMER CONVERSION FUNNEL
  8. 8. www.syracusedigital.ng WHAT WE DELIVER8 Social Consumer Relationship Management Digital Display Advertising Mobile Marketing Social Media Advertising ePR Management Newsletter Marketing Gamification/Application & Web Development Search Engine Optimization/Pay-Per-Click DIGITAL   MARKETING  
  9. 9. CASE STUDIES
  10. 10. www.syracusedigital.ng ADIDAS REFRESH YOUR GEAR CAMPAIGN10 BRAND: adidas PRODUCT: Basketball, Football, Originals, Running, Training, Women MARKETS: Nigeria & Ghana DURATION: 2 Months [July 2015 – August 2015]
  11. 11. www.syracusedigital.ng 11 adidas was faced with a marketing problem in the West African market. Basically, people weren’t visiting the stores or buying the products. We executed the Refresh Your Gear campaign to promote sales. The concept was simple: •  People who currently owned adidas products were offered a chance to get newer versions. •  People who owned products made by other brands were lured to replace them with an adidas. REFRESH YOUR GEAR CONCEPT
  12. 12. www.syracusedigital.ng 12 REFRESH YOUR GEAR TARGET AUDIENCE 1. Fitness Addicts   2. Celebrities   4. Influentials   5. Social Media Heads   6. Weight Dissatisfied   3. Expatriates  
  13. 13. www.syracusedigital.ng 13 STEP 1. Simply fills in basic bio-data and declares interest in certain categories that interest them. 2 STEP TO REFRESH STEP 2. By doing this, they get exclusive information about new product availability in store, according to the category they showed interest in.
  14. 14. www.syracusedigital.ng CAMPAIGN RESULTS14 4 MILLION EARNED IMPRESSIONS 4,000% INCREASE IN BRAND TOP OF MIND AWARENESS 94.2% IN DIGITAL WORD OF MOUTH 24.42% B2C ENGAGMENT 10:2 DEMAND- COMM RATIO PARTNERSHIPS WITH PSQUARE AND SKALES
  15. 15. www.syracusedigital.ng BOOM J7 CAMPAIGN15 BRAND: Tecno Mobile PRODUCT: Boom J7 MARKETS: Nigeria DURATION: 6 Weeks [April 2015 – June 2015]
  16. 16. www.syracusedigital.ng 16 In anticipation of the Tecno Boom J7, notable for its superb sound production; we decided to engage in a music themed full digital engagement campaign. It was not only engaging & captivating, it was also effective in terms of sales and brand value. BOOM J7 CAMPAIGN
  17. 17. www.syracusedigital.ng 17 So we teamed up with 2 star artistes [Burna Boy & Ola] and a producer [Leriq] to create a beat & chorus, this beat was then deployed to the public via a website & a dedicated Facebook app. When users visited the website or app, they got to listen to a verse of one of the star artiste, and were then encouraged to download the instrumental to record their own verses to the beat. BOOM J7 CAMPAIGN
  18. 18. www.syracusedigital.ng 18 We created a dedicated Facebook App for Social Traffic and a Boom site for traffic outside social media to encourage UGC (User Generated Content). The content was recorded and uploaded on this platform by whoever was interested in joining the Tecno Boom Band to break the current world record.   At the end of the activity, all the verses were compiled by the producer and made into the longest song. This Song was called the Boom song. The song was shared on the top music streaming and download platforms in the world. Notably ITunes, Amazon, Google, Spotify, Sound Cloud, Beat Port. BOOM J7 CAMPAIGN
  19. 19. www.syracusedigital.ng CAMPAIGN RESULTS19 43 MILLION IMPRESSIONS IN 44 DAYS 85% INCREASE IN PRODUCT SEARCH 5,250,00 NGN WORTH OF EARNED PR 6 DIFFERENT VIRAL SITUATIONS BREAKING WORLD RECORD FOR WORLD’S LONGEST SONG
  20. 20. www.syracusedigital.ng ESTABLISHMENT CAMPAIGN20 BRAND: Kobis Restaurant MARKETS: Nigeria, DURATION: 1 Month (2nd of November - 8th of December 2014)
  21. 21. www.syracusedigital.ng ESTABLISHMENT CAMPAIGN21 •  Socio-centric execution •  Digitally led holistic campaign •  4 platforms, networks & channels Digital Facebook  Conversion  &     Social  Engagement     Model     TwiPer   Trend     Online  Media   Awareness   Model     EPR     ExecuTon   Model    
  22. 22. www.syracusedigital.ng SOCIAL MEDIA22 With Kobis being a new entrant into the digital space, we fixed its social pages to not just act as the core of all campaign activities – the focal point of all brand activity online and offline, not just another social outlet for the brand. This pushed users to grow accustomed to the Kobis’ Brand and its style, while getting actual sales information which would be of benefit to the client in the short term. No ads were run during this establishment campaign.
  23. 23. www.syracusedigital.ng THE ECOSYSTEM23 EPR content and optimized PPC with relevant keywords was used to drive traffic to (on the part of the article sites) social media platforms as a support tactic. Over the duration of the campaign, content was posted at a relatively high frequency across both EPR and social platforms owing to the absence of Mobile and Display Ads. EPR  PPC   FACEBOOK   TWITTER  
  24. 24. www.syracusedigital.ng CAMPAIGN RESULTS24 10,227+ Facebook Fans from zero. 1,813 Followers on Twitter 1,308 Website Traffic x35 Online Heatmap 3,100,140+ Article Reach 80/100 SER
  25. 25. www.syracusedigital.ng LIVE SMART CAMPAIGN25 BRAND: Tecno Mobile PRODUCT: Tecno Smart Family [Phantom A+, Phantom AIII, Phantom Pad Mini, P5, M5. M7] MARKETS: Nigeria, Ghana, Cameroun, Ethiopia, South Africa. DURATION: 3 Months [November 2013 – January 2014]
  26. 26. www.syracusedigital.ng LIVE SMART CAMPAIGN26 •  2 main content cores •  3 content drivers •  10 webisodes •  1 microsite This was a fully integrated digital marketing campaign aimed at pushing various products as a single range, but with each of the different products targeting different levels of consumers. We opted to centralize 2 main content cores in a microsite, and webisodes, around which all owned, earned and paid media was driven.
  27. 27. TECNO LIVE SMART MICROSITE The microsite did not just as the landing page of all ads, but also a central hub of Information and Engagement. There was a product section where users could experience the phones & purchase them right from the site with a single click.
  28. 28. www.syracusedigital.ng THE WEBISODES AND CONTESTS28 The webisodes, which were released weekly, were also hosted on a section of the microsite. Each webisode, carried specific but interesting information about each product in the smart family line. Users watched these webisodes and also played quiz contests right there based on what they had watched.
  29. 29. www.syracusedigital.ng THE ECOSYSTEM29 In addition, the microsite also served as an in-out portal to all the other networks/fan communities on which the target audience were located. From these networks, we drove traffic to the microsite and from the microsite, we encouraged new users to join the fan communities.
  30. 30. www.syracusedigital.ng CAMPAIGN RESULTS30 MOST ENGAGING BRAND PAGE ACROSS W. AFRICA TILL DATE 1900% INCREASE IN DIGITAL PRESENCE, LARGEST SELLING PHONE BRAND W.AFRICA BY YEAR END 2013 2ND LARGEST AND MOST ENGAGING NIGERIAN YOUTUBE BRAND PAGE MOST INFLUENTIAL BRAND TWITTER HANDLE ACROSS TECHNOLOGY CATEGORY 70% PERCEPTION SHIFT FROM AN INFERIOR TECHNOLOGY BRAND TO A LIFE STYLE BRAND.
  31. 31. www.syracusedigital.ng CLIENTELE AND REACH31 Nigeria Ghana Kenya Ethiopia South Africa Cameroon KSA Countries we’ve worked in WEST AFRICA AFRICA MENA REGION
  32. 32. www.syracusedigital.ng WHAT WE DELIVER32 TEAM & OWNERSHIP STRUCTURE
  33. 33. www.syracusedigital.ng TEAM STRUCTURE33 DIGITAL DESIGNER [MANIPULATION] DIGITAL DESIGNER [ILLUSTRATIONS] LEAD, BRAND PLANNING & BUSINESS DEVELOPEMENT SOCIAL COMMUNITY MANAGER DIGITAL ARTS DIRECTOR Isa Leslie Williams CREATIVE TEAM LEAD, PRODUCT DEVELOPEMENT Moyin OkeSeun Adeola UX DEVELOPER ROCKSTAR PROGRAMMER SUNKANMI OLA CHIEF DIGITAL STRATEGIST Tobi AyeniAdetola Durojaiye LEAD, DIGITAL RESEARCH & BRAND DEVELOPMENT Adebola Adefarati LEAD, DIGITAL ILLUSTRATION AND COPYWRITING Olamide Etti DIGITAL BRAND STRATEGIST Angela Okorie DIGITAL BRAND STRATEGIST Nnenna Ezenyinwa TECHNICAL LEAD, PRODUCT DEVELOPEMENT Abiodun Shuaib Bayo Jaiyesimi Esu Gabriel Godson Ukpere Morris Ebieroma SOCIAL COMMUNITY MANAGER SOCIAL COMMUNITY MANAGER Goke Seyi [HEAD  OF  ACCOUNTS]  
  34. 34. www.syracusedigital.ng THE BOARD34 Sunkanmi Ola C.O.O   At the age of 22 with a Professional Diploma from the DMI Institute in UAE, Sunkanmi has set the pace as the brightest & youngest established Digital Marketing Strategist in the region. A result oriented digital enthusiast, he stands as an alumni of the prestigious Young Account Planners academy in Cannes, France. Sunkanmi has 3+ years of professional experience under his belt and set-up Syracuse Digital in 2012. Oludotun Solanke EXECUTIVE  DIRECTOR   Armed with degrees in Financial Studies and Marketing, Dotun has over 13 years of continuous media planning/ strategy and buying experience, most of which was at top management level servicing top-flight brands. He has cross-industry working experience with Unilever Plc. (Client Side Marketing), Corporate Media (OOH), TWT Communications, SO&U Saatchi & Saatchi (FSAs), Media Associates & mediaReachOMD (MIs). He is a long standing member of PAMRO and a certified APCON professional. He plays an advisory role in the agency. Olusegun Martins S. EXECUTIVE  DIRECTOR   Started his career as a technical professional specializing in systems design, application development and network and security management. Due to his unique fusion of Marketing+Technology+Business knowledge, he has served as the Head of Digital across several International Marketing Communications organizations both in the Nigeria and in the UK. He is responsible for embedding digital into the agency's DNA and translating it to its clients. Sunday Abayomi O. CHAIRMAN  
  35. 35. www.syracusedigital.ng (+234) 803-795-0025 hello@syracusedigital.ng (+234) 808-894-9558 Digital is our T-Model
  36. 36. Thanks for your time

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