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The 6Ms to Campaign Strategy Success

Utilize the 6Ms framework to develop and measure campaign strategy success.

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The 6Ms to Campaign Strategy Success

  1. 1. Campaign Strategy UGBA 198 Haas School of Business UC Berkeley
  2. 2. Goals of a Marketing Campaign • Increase Acquisition – Acquire new followers • Increase Retention – Keeping your existing followers engaged • Increase SOW / SOM – Share of wallet – Share of mind
  3. 3. Campaign Development • Alignment with corporate and marketing strategy • Objectives and goals are KEY to success • Why SMART Goals?
  4. 4. Developing & Measuring Campaign ROI • 6Ms Framework Mission Market Message Media Money Measurement
  5. 5. Case Study: Purple Your Profile • Chevrolet and American Cancer Society • Super Bowl 2014
  6. 6. Purple Your Profile—Mission • Highlight and increase Chevy’s corporate social responsibility (CSR)
  7. 7. Purple Your Profile—Market • Survivors of cancers • Friends, relatives, and those who have supported survivors to road to recovery • American Cancer Society members and supporters
  8. 8. Purple Your Profile—Message • To celebrate cancer survivors and those who support them on the road to recovery
  9. 9. Purple Your Profile—Media • Traditional Channels: – Super Bowl T.V. commercial • Non-traditional Channels: – Facebook, Twitter, YouTube • Website – Chevrolet Purple Roads Website
  10. 10. Purple Your Profile—Money • Super Bowl Ad Production – $1M • Super Bowl Ad Placement – $8M • Donation of $1 to ACS per ‘purplized’ profile – $1M • Estimated total cost: – $10-12M
  11. 11. Purple Your Profile—Measurement • Number of viewers of Super Bowl • Number of views on YouTube video • Engagement on social media • Number of participants • Press mentions
  12. 12. PYP—Measurement: Assumptions • Internal data cannot be extracted, thus we will use market sizing and industry standard for some numbers • This is a high level calculation – We will not focus on small details, i.e. engaged % of viewers on the Super Bowl
  13. 13. PYP—Measurement: Total Reach P1 • Total Reach = Traditional + Non-traditional – Traditional = 111.5M – Non-traditional = organic + amplified reach – Non-traditional = 1.8M + 1.5M + amplified reach • How to calculate amplified reach (aka virality)? – 1.5M participants via Facebook and Twitter – Average: 200 Facebook friends / Twitter followers – Calculation: 1.5M x 200 = 300M amplified reach
  14. 14. PYP—Measurement: Total Reach P2 • Total Reach – Traditional + NT organic + NT viral – 111.5M + 1.8M + 1.5M + 300M = 414.8M reach – SB + YouTube + FB/Twitter + Viral = Total Reach
  15. 15. PYP—Measurement: CPM • Cost-per-thousand – CPM: Cost of campaign x 1000 Total Reach • CPM: ($11M x 1K) / 414.8M = $26.55 – What does this mean? Every 1,000 reach will cost Chevrolet $26.55
  16. 16. PYP—Measurement: CPM Comparison • CPM for Purple Your Profile: $26.55 • Average CPM for Super Bowl Ad: $30-35 • Was this a success? – YES ($26.55 > $32.5) • Food for thought to consider… – Press mention reach was not included (could decrease CPM further) – Engaged reach was not factored (could increase CPM)
  17. 17. Takeaways • Campaign should align with corporate and marketing objectives • Campaign Strategy Success: – Development + Management + Measurement • Utilize frameworks such as SMART Goals and 6Ms to help guide and measure success

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