Training deck for digital display advertising / bought media. case studies, buying models, targeting models, strategies. Made in 2010 but many things still relevant.

1. Bought Media – Digital Competency
Program - 2010
│Page 1

2. Running order
Time Subject Speaker
13.15-13.25 Intro
13.25-13.35 Quiz
13.35-13.50 Big picture
13.50-14.00 Briefing
14.00-14.10 Break
14.10-14.35 The basics
14.35-15.05 Intermediate
15.05-15.35 The rise of social networks
15.35-15.45 Break
15.45-15.50 Recap brief
15.50-16.20 Breakout sessions
16.20-16.50 Group presentations
16.50-17.00 Wrap up
│Page 2

3. By the end of today
• 18,720 more hours of video will be
uploaded onto YouTube.
• 24,000,000 more pictures will be
uploaded onto Facebook
• There will be an additional 10,000 new
Twitter accounts
• 70 new iPhone applications will be
published.
• 150 million searches will be conducted
on Google.
│Page 3

4. How many users around the world surf the
internet every month?
• 1.2 billion
• 55 million
• 3.6 billion
│Page 4

5. How many users around the world surf the
internet every month?
• 1.2 billion
│Page 5

6. How many of these sites existed prior to
2003?
• That’s before Arnold Schwarzenegger was
inaugurated as Governor of California?
│Page 6

7. • Only three
│Page 7

8. Match the unique users to the social
networks
A: 119
million
B: 469
million
C:45
million
I DEC 2 0 0 9
n
│Page 8

9. Match the unique users to the social
networks
A: 119
million
B: 469
million
C:45
million
I DEC 2 0 0 9
n
│Page 9

10. Origin of YouTube content
1. YouTube partner
2. Pirated content
3. Ad
4. User generated
│Page 10

11. Origin of YouTube content
1. YouTube partner
2. Pirated content
3. Ad
4. User generated
│Page 11

12. Which singing Scot was made famous
thanks to the internet?
│Page 12

13. Susan Boyle
YouTube: Wikipedia sites in…
133m views English
German
Spanish
French
Italian
24 hours Swedish
to grow from
1m to 5.5m views
Twitter
Boyle was most talked
about subject for one
Google Trend week
│Page 13

14. Who is this?
│Page 14

15. Mark Zuckerberg
│Page 15

16. What is the most viewed YouTube video of
all time?
B: Susan Boyle: Britain's Got Talent
C: First wedding dance
A: Charlie bit my
finger
│Page 16

17. ‘Charlie bit my finger’ – 165,380,840 VIEWS
(MAR ’10)
│Page 17

18. Consumers’ perception of brands is made up of multiple
experiences and exposures, in controlled and un-controlled
environments
│Page 18

19. This requires more integration, greater audience insight
and an emphasis on communication ideas that can live
beyond campaigns
│Page 19

20. In a digital world we need a communication framework that
reflects an empowered generation of consumers – how they find
out stories, interact and share them
OWNEDmedia BOUGHTmedia EARNEDmedia
Where we present our story Is where we sit together with It’s where authentic
to the consumer. Generally our consumers within a comments around the brand
information rich but can partner owned environment. It occur and where consumers
suffer from low reach. It is can be high reach and the share their brand stories with
proprietary and therefore story is still generally well others. Efforts to exert control
fully controlled. controlled by the brand. in the earned space can
easily backfire.
.com, micosites, Includes advertising on TV, Social networks, blogs, UGC,
mobile sites, retail Outdoor, portals, online online PR, advocate
advertising, SMS and SEM. marketing and viral
│Page 20

21. ...in OWNED, EARNED and BOUGHT
media
EARNED
OWNED
BOUGHT
│Page 21

22. But do all these opportunities online
translate
into results?
9 out of 12 studies
Online was proven to be the most cost
effective medium in influencing a brand’s
branding or sales metrics
So urc e : I B: I ig hts fro m the Cro s s M d ia O p tim iz a tio n S tud y s e rie s
A ns e
http : //w ww . ia b. ne t/ins ig hts _ re s e a rc h/1 6 7 2 /1 6 7 8
│Page 22

23. BACK TO BASICS: the fixed and mobile
web is FINITE
│Page 26

24. Implications of the finite web
1. Limited traffic on key inventory = real availability
issues against premium content
2. Fluctuations in traffic = difficulty in even delivery of
digital campaigns
3. Auction models (e.g. Google SEM, blind network
CPA)
│Page 27

25. 2010 top 20 markets globally by fixed-
internet penetration
Internet penetration % (monthly)
% 100
90
80
70
60
50
40
30
20
10
0
So urc e : A g is
e
│Page 28

26. 2010 regions by fixed-internet penetration
Internet penetration % (monthly)
% 80
70
60
“Tipping point”
50 for online as a
scale / brand channel
40
30
20
10
0
North W Europe C & E.
en SEAP Central & MENA China South Africa India
America Europe South
America
So urc e : A g is
e
│Page 29

27. Average broadband speeds by market
(top 20 markets)
KBPS
18000
16000
14000
12000
10000
8000
6000 KBPS
4000
2000
0
So urc e : A m a i
ka
│Page 30

28. Average broadband speeds by region
KBPS
5,000
4,500
4,000
3,500
3,000
2,500
2,000 KBPS
1,500
1,000
“Tipping point”
500
for rich media
0
Asia/Pacific Europe North America Middle East Latin & South
America
So urc e : A m a i
ka
│Page 31

29. 2010 total online bought media ad spend
forecast by market for Top 20 markets
US$m
18,000
16,000
14,000
12,000
10,000
8,000
6,000 US$m
4,000
2,000
0
So urc e : A g is
e
│Page 32

30. 2010 total online bought media ad spend
forecast by region
US$m
$944 $176
W. Europe
$11,914 Central & Eastern Europe
$13,775
North America
$937 Asia Pacific
Lat in America
$17,119 Other (inc Africa)
So urc e : A g is
e
│Page 33

31. % media spend allocated to paid-online
media
by market
So urc e : A g is
e
│Page 34

32. Fixed web % media spend allocation is still
well below where it should be
So urc e : A g is
e
│Page 35

33. The Digital Brand Media Threshold
Estimator
• Carat uses four key parameters which provide the
framework for setting the Digital Brand Media
Threshold Estimator.
│Page 36

34. The Digital Brand Media Threshold Curve
Current global average
online media spend
% allocation
│Page 37

35. Running order
Time Subject Speaker
13.15-13.25 Intro
13.25-13.35 Quiz
13.35-13.50 Big picture
13.50-14.00 Briefing
14.00-14.10 Break
14.10-14.35 The basics
14.35-15.05 Intermediate
15.05-15.35 The rise of social networks
15.35-15.45 Break
15.45-15.50 Recap brief
15.50-16.20 Breakout sessions
16.20-16.50 Group presentations
16.50-17.00 Wrap up
│Page 38

36. Range of different online advertising
strategies
Scale/Impact/Reach
Brand Response
Targeted/Communities
│Page 39

37. Glossary – Key digital planning terms
• Page Impression – views of a webpage and its elements – including the advertising
embedded within it
• CPM (Cost Per Mille) – the online buying currency; online advertising can be
purchased on the basis of appearing on 1,000 page impressions (also known as
Cost per Thousand)
• Click-through – when a user interacts with an ad and clicks through to the
advertiser’s website
• Click-through Rate (CTR) – frequency of click-throughs as a percentage of
impressions served – can be used as a measure of advertising effectiveness
• Cost Per Click (CPC) – pricing model; the amount paid by an advertiser for a click –
can be used as a measure of advertising effectiveness
• Cost Per Acquisition (CPA) – pricing model that only charges advertising on an
action being conducted (e.g. an online sale); sometimes called ‘cost per action’
│Page 40

38. Glossary – Key digital planning terms
continued
• Unique Users (UU) – number of different individuals who visit a site within a specific
time period; often used as a measure of size and reach. UU Reach = unique user
reach of a campaign
• User Session – the time spent between a user starting an application, computer,
website, etc and logging off or quitting. Unique user sessions = same as UU reach
• Traffic – number of visitors who come to a website (measured in impressions or
UUs)
• Action/ Spotlight Tags – a pixel that sits on the advertiser’s website
(designated/selected pages); these count the number of people who interact with
those pages, e.g. buy a phone. The people counted are only those who have been
exposed or clicked on the advertiser’s digital ad
• Cookie – a small text file on the user’s PC that identifies the user’s browser and
hence, the user, so they are ‘recognised’ when they re-visit a site; e.g. it allows
usernames to be stored and websites to personalise their offering
│Page 41

39. Glossary – Key digital planning terms
continued
STANDAR TARGETING
D
• Contextual Targeting – advertising tailored and targeted to the content on the web page being
viewed by a user at that specific time
• Demographic Targeting – targeting users based on their demographic profile – gender/age
• Behavioural Targeting – uses advertising technology to target web users based on their
previous behaviour. Advertising creative and content can be tailored to be of more relevance to
a particular user by capturing their previous decision making behaviour (e.g. filling out
preferences or visiting certain areas of a site frequently) and looking for patterns
MEASUREMENT TOOLS
• Ad Tracking/ Third Party Ad–Serving – technology which allows us to record how many times
people see our ads, click on our ads and what they do next. Third party ad-serving and
tracking systems control campaigns across multiple sites; Nokia uses DoubleClick DFA (DART
for advertisers)
• Brand Tracking – bespoke surveys delivered in and among bought online media campaigns,
allowing us to measure qualitative response and awareness of advertising or brand
│Page 42

40. Types on Online Ad Formats
│Page 43

41. Leaderboards (728x90)
• Pros: • Cons:
– High standout – Often placed on pages where
– Generally good positioning there is a low dwell time
│Page 44

42. Skyscrapers (120x600) + Wide Sky
Scrapers (160x600)
• Pros: • Cons:
– Low CPM – Can be located below the page fold
– User notices the ad when – Format makes it hard to use the full
scrolling down page space available
│Page 45

43. MPUs (300x250)
• Pros: • Cons:
– Best combination of impact and – High CPM
efficiency
– Useful aspect-ratio for creative
│Page 46

44. Homepage takeovers
• Pros: • Cons:
– Highly impactful – High capital cost
– Best awareness driver – Usually cost-inefficient although
– Many creative options can generate high volume
│Page 47

45. Overlays
• Pros: • Cons:
– Highly impactful – Can be considered intrusive and
– Excellent at driving engagement disruptive to users’ experience
– Roll over, click to expand or open
required to drive interaction
│Page 48

46. Video overlays
• Pros: • Cons:
– Can stream video or games – Users have to rollover or click to
straight into ads expand to drive interaction
– Excellent visibility on site or – Users often click or rollover to
channel expand accidentally and then do
not engage with ads
│Page 49

47. Expandable Skyscrapers
• Pros: • Cons:
– More cost effective than MPU – Can be intrusive and annoying
expandables
– Once expanded they are a large
format with huge opportunity
to engage
│Page 50

48. Display media in action
│Page 51

49. Average click-through rates by sector
So urc e : Do uble c lic k
│Page 52

50. Average click-through rates by region
So urc e : Ey e bla s te r
│Page 53

51. Average click-through rates by format
So urc e : Ey e bla s te r
│Page 54

52. Online display campaigns also improve
search performance
S o urc e : A s I titute
tla ns
│Page 55

53. Case study 1
Scale/Impact/Reach
Brand Response
Targeted/Communities
│Page 56

54. Nokia Play – Rihanna
driving scale, awareness and sign-ups
│Page 57

55. Overview
• Nokia presents ‘Rihanna album launch party’ in
London, with LIVE streaming
• Markets US, UK, AU
• Complementary search activity also live
• Objectives for bought digital media:
– Drive awareness of the event
– Registrations for ‘appointment to view’
– Deliver reach within 15-24 year olds and Rihanna fans
+ 25-34 year olds and Music fans
│Page 58

56. Online partners
• Selected media partners based on reach and content
focus
• Key social portal in US • World’s no. 1 entertainment
• Large music reach with an site
audience interested in music • Key portal delivering reach
• Ability to talk to Rihanna within target audience
R’n’B fans
│Page 59

57. YouTube
• Ran homepage
takeover - expandable
MPU (UK only) for
two days, including
day of event
• Ran offsite ads,
including search ads,
watch-page and
companion ads
• Demo/interest
targeted
│Page 60

58. MySpace
• Homepage takeover
in UK, (day of the
event)
• ROS of site ads,
blend of all audience
and demo targeting
│Page 61

59. Results
• Campaign reached over 4 million 15-24 year olds (but reached
many more adults overall)
• The more relevant the targeting to Rihanna and Music, the
stronger the results
• Through negotiation Nokia received €34,000 of added value
impression and content
• YouTube click-to-play ads received 0.05% CTR; average
results for YouTube. MySpace delivered 0.18% from ROS
activity targeted to music fans
• 40,000 registrations for the ‘Live Show’
│Page 62

60. Brand versus performance
│Page 63

61. 1. A user after the useraround delivered byad, on has user and
4. hours clicks on to the Ad drops cookie
3. The user arrivesa adserver the Nokia site’ thethe been a
2. Electronically, the nokiaNokia site a the Yahoo!ad server is
24
6.
5. navigates has clicked on that there
records
able visit ‘action
pageto the clicks number of this click’
recordsreport the request’ on‘postpage conversions that the
ad generated. The actual number of conversions will vary
depending on the ‘post click’ and ‘repeat conversion window’
Electronic path AD SERVER
Doubleclick Doubleclick
Adserver Adserver
Spotlight Spotlight
Tag Tag
IMPORTANT
The Doubleclick Ad server tag is hardcoded on the
website. Therefore, the ad server is updated every
time the page loads. Regardless of media
│Page 64

62. The importance of post-view tracking
Banner on
Click to site
web page
Purchase
No click Arrive on site View pages
/ Sign up
Up to 60% of
total responses
can be indirect Time delay – up to
30 days Recent
example
Day 1 – 40%
Every stage will see Day 14 – 70%
drop off!
│Page 65

63. Why conversions matter more than clicks
│Page 66

64. Optimisation
(test, learn and re-invest strategy)
Test sites Test options Invest more in sites
that deliver on campaign objectives
Optimisation
│Page 67

65. Buying approach: so many options
CPM CPA
CPC
Tenancy deals
Short term
Sponsorship Auctions
│Page 68

66. Key differences between the three basic
buying models
High High High High
cost risk CPM Deal control learning
CPC Deal
Low Low Low Low
cost risk control learning
CPA Deal
│Page 69

67. Buying models: risk v return
Volume
CPM
Effective CPA of 60
CPC
CPA Negotiated CPA of 60
Risk
│Page 70

68. The fine balance between efficiency and
volume
Acquisition (e.g. sales) volume
5,000 E.g. Microsoft Network
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
Restriction Wastage
500
0
0
1
0
2
0
3
0
4
0
5
0
6
0
7
0
8
0
9
0
1
0
1
0
2
1
0
3
1
CPA (EUR)
│Page 71

69. Optimisation in action – N97 mini
campaign
on MSN
Test period
│Page 72

70. From 90/10 to 50/50
Impact / Device launch (sales) Impact / Device launch (sales)
cost / cost /
resource resource
+
Service activations
90 10 50 50
Time Time
Moving towards more constant communication to activate key services + Ovi Store
│Page 73

71. Launch verses ongoing: digital media
implications
Impact / Device launch (sales) Impact / Device launch (sales)
cost / cost / +
resource resource
Service activations
90 10 50 50
Time Time
Homepage takeovers Low-cost ad networks
Rich media formats Affiliate marketing
Reach blocks Holistic approach to search
Email newsletter advertising Standard media formats
Broader targeting Behavioural targeting and retargeting
│Page 74

72. Relationship between frequency and
conversion yield
Cumulative Conversions
(% of campaign conversions yield at each frequency level)
100%
90%
% of Campaign Conversions
80%
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
User Frequency Level
│Page 75

73. The reality of digital conversion
The ‘Last Ad’ standard The reality
­ Last ad clicked Campaigns reach consumers multiple times,
across multiple channels, over extended periods of
­ Last ad viewed
time
Banner R Media &
ich Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google
C
Converters
C C
C
C
?
60 45 30 15 0
│Page 76

74. Sample media plan: ovi store registration
campaign
│Page 77

75. Measuring effectiveness online – overview
Response
Activity Nokia tracking technology
Click and post –click tracking DoubleClick
(search and display)
Banner interactions DoubleClick
Qualitative studies Dynamic LogIc
Tracking/brand
Buzz tracking (mapping chatter Wunderman Listening Post
in blogs, forums etc)
Awareness
│Page 78

76. Focus on Targeting via Ad Networks
│Page 79

77. Advanced targeting opportunities
• Creative re-targeting (ad server level)
• Owned re-targeting (ad server or ad network)
• Behavioural targeting (ad network)
• Sequential messaging (ad server)
• Search re-targeting (ad server)
│Page 80

78. The rise of behavioural targeting
of targeting
Sophistication
User event Behavioural targeting
triggered
Registered user interest
Standardised
audience-based
Time of day/
week
targeting
Demographic/
geographic
Mass Contextual (property-based)
reach
Run of network Market maturity
│Page 81

79. Behavioural targeting marketplace
1999 - 2001 2002 2003 2004 2005 2006 2007 2008
First behavioural Onsite publisher- Behavioural Behavioural ISP data
attempts side behavioural targeting across ad
networks exchanges
Yahoo, Engage TACODA and
and DoubleClick Revenue DrivePM, Right Media Several
Science BlueLithium and companies
Wunderloop
│Page 82

80. Behavioural targeting framework
Reach
Awareness
Re-targeting
Consideration 3. Creative
Improving conversion to purchase 4. Onsite
Purchase
Re-targeting
Retention 5. Onsite
│Page 83

81. Behavioural and dynamic creative
opportunities
Product offers
(Feed 1)
Various attributes
• Name
• Description
• Image
• Mini image
• Category
User attributes
• Behaviour
Store locations
(Feed 2) • Demo
• Geo
Template
│Page 84

82. Case study 2
Scale/Impact/Reach
Brand Response
Targeted/Communities
│Page 85

83. Nokia e72
• B2B targeting - display, mobile and contextual
ad networks
│Page 86

84. Overview
• To announce the launch of the new Nokia e72
Objectives
• Create awareness of the device to business (CXO and IT managers), by
highlighting corporate solutions
• Regain lost share in smartphones section (in particular to BlackBerry
• Drive traffic to site to learn more
Overview
│Page 87

85. Overview – digital
• Bought digital media traffic drivers
• Display B2B destinations
– Business week online, CNN Money, FT,
The Economist, NYTimes, WSJ,
Time.com
– Mobile display (Time mobile, WSJ
Mobile, BBC mobile
– Vibrant – Contextual (relevant ad
network sites)
• Successfully achieve visibility with
BlackBerry target audience
│Page 88

86. Awareness driver B2B targeting
• CPM bought display activity across
several key business related portals
• Delivered above average industry
CTR of 0.32%, 255% higher than
industry average
• Could only track conversion to site,
due to time constraints and therefore
no data leading to actual registrations/
sales etc available
│Page 89

87. Mobile display
• Activity ran on Time (mobile), BBC
(mobile) and Wall Street Journal
(WSJ)
• Targeting BlackBerry users
• Delivered strong results CTR of 0.29%
(however, below industry average)
Call to action not as strong as display
│Page 90

88. Vibrant - contextual
• Targeted against BlackBerry
data held by Vibrant
• CPC activity
(performance media tactic)
• Delivered excellent CTR
of 2.46%
│Page 91

89. The Rise of Social Networks
│Page 92

90. The digital landscape is changing
│Page 93

91. Which social media touchpoints are most
viral?
Share of social media sharing, by online client
│Page 94

92. Evolution curve for digital social networks
Audience size
Younger networks Older networks
│Page 95

93. Generating added-value content placement
through negotiation of bought media deal
Editorial Technology
focus focus
│Page 96

94. Frequency and type of use dictates ideal
type of message to deliver
ANTICIPATED Users log in more frequently REACTIVE
OPPORTUNITY OPPORTUNITY
Communication
is deeper
Communication
is more pithy
PLANNED
OPPORTUNITIES Users log in less frequently
│Page 97

95. Within social networks there are individual
earned opportunities that can be unlocked
with bought budget
Theory of super-users: How it looks in practice, e.g.
Connections
within the
network
Charlie: 140k
Fred: 1.1m
KevJumba: 470k
Users in social networks
Happy Slip: 310k
Super (connected) users
│Page 98

96. Summary of ‘earned’ channels that can be
leveraged with bought investment
Highest potential
Influence and perceived
authenticity Value exchange
Specialist bloggers Earned OR Bought
Generalist bloggers Earned OR Bought
Super-users within online communities Earned OR Bought
Video/content-commissioning editors Earned OR Bought
(in social networks AND other sites)
Highest potential
reach volume
│Page 99

97. Case study 3
Scale/Impact/Reach
Brand Response
Targeted/Communities
│Page 100

98. Avatar
• Multi platform partnership unlocking super-users
│Page 101

99. Three screen approach
• MEDIA FIRST: Largest multi-market three-screen takeover ever, including custom
built MSN homepage ‘Gilder’ format ad in 16 markets, as well as multiple markets
running MSN Mobile and Xbox LIVE roadblocks
MSN Global Takeovers
Display activity Mobile Xbox
Editorial coverage
│Page 102

100. Objectives
• Avatar – the No. 1 grossing
box office movie of all time
Objectives
• Create a partnerships
that could:
– Communicate different content
from the movie to the widest
possible audience
– Be innovative
– Deliver value against budget
│Page 103

101. MSN homepage takeovers
• Global activity across
16 markets
• Generated an interaction
rate of 1.31% on average
│Page 104

102. MSN homepage editorial
• Negotiated huge added-
value editorial as part of
the media deal
• Engagement hub
delivered nearly 1m
streamed videos
│Page 105

103. MSN additional activity
• Channel and Messenger
targeting
• Messenger – delivered an
amazing CTR of 0.58%
│Page 106

104. MSN mobile
• Mobile banner ads used to
provide engagement to
users ‘on-the-go’
• Delivered a CTR of 0.74%
│Page 107

105. Xbox LIVE
• Gaming platform to help
deliver cut-through to the
movie’s core audience
• Offered the users the
opportunity to engage with
view AV, download themes
and Gamer pics
• Average CTR of 3.48%!
│Page 108

106. Engaging super-users
• Unlocked access to super-
users through media
partnership
• Identify, inspire and reward
│Page 109

107. Focus on Targeting via Social Networks
│Page 110

108. Enthusiasts targeting via social networks
│Page 111

109. Target specific audiences
Country Age
Workplace
School Interests
Music Celebrities
Sports
Movies Gender
City Books
College TV Shows
Relationship
Town
│Page 112

110. Sequential messaging on Facebook
First 2 impressions
3rd impression
4th & 5th impressions
Cobra beer used multiple ads to
engage with users. Frequency
capped to five per user
│Page 113

111. Facebook “learned targeting”
1
Reach block
This allows Facebook to find out who has SOCIAL BRANDING
engaged with your brand
2
Learned targeting cluster
Facebook builds a cluster of people who have a
DIRECT
similar profile to the users who have engaged RESPONSE
CONNECTIONS
with the initial social branding activity
3
Standard ads
Ads are targeted to high affinity Facebook
users, increasing the overall performance of the
ad
CONVERSIO
N
│Page 114

112. Facebook ‘bulk-upload tool’
18
19
20
Traditional buy 21
22
23
24
25
26
27
28
29
30
• Limited targeting and segmentation opportunities with • Ability to micro target and identify niche segments
a traditional buy • Drives down the price of media through optimisation
• Limited opportunity to optimise for performance • More cost-effective media
• Limited by the volume of creative messages to test • Better conversion rates than generic ASUs
• Impossible to recreate micro campaign segmentation • Allows you to buy, manage and optimise big campaigns
• Manual bid changes and no ability to set rules • Gives full control over all aspects of the campaign
• No control over scheduling /day parting • Gain detailed reporting based on response
│Page 115

113. Copy testing example- Tesco.com
Where they were
• Minimal variation
• No image rotation
• Not promoting
USPs, special offers,
time sensitive deals
• Passive ad text
│Page 116

114. Copy testing example- Tesco.com
where they are now
• Facebook look and feel
• Relevant content
• Wide variety of images
• Images draw user in
• Text explains why they
should click on the ad
• Promoting benefits and
using CTAs
│Page 117

115. Case study 4
Scale/Impact/Reach
Brand Response
Targeted/Communities
│Page 118

116. adidas originals
• Building a community on Facebook
│Page 119

117. Overview
• To support the 2008 adidas campaign
Carat developed a dedicated Originals
page on Facebook
Objectives:
• Invite people to celebrate Originality and
share their love of the Originals brand
• Connect like-minded people and bring
them together with Originals at the heart
• Drive social interactions and brand
engagement
• Give people the means to express
themselves via tools and content – let
them have fun!
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118. Highlights
• Constant communication to use the group
to engage users in their FW08 campaign
• In the recent ‘House Party’ campaign,
there was a dedicated section on the
global website (adidas.com/originals)
driving users through to the community.
We estimate this will significantly increase
the fan-base
• To support ‘House Party’, they used the
Facebook group as a platform to host a
competition with MTV, driving 1,500
entries and increasing sign up to the
Originals group
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119. Results
• With a small level of media support, over a
concentrated burst, the Originals page grew into
a community of approx 500,000 members in just
three months!
• Fans were able to download widgets and video
content to embed into their profile pages
• Attracting fans from all over the world, not just the
US, the community has since almost tripled in
size and now has 1.4m active members
• There has been no media support driving to the
group. Growth has been purely organic…
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120. Capitalising on the success
• The overall success of the Originals community has since
initiated a wider Beta partnership between Facebook and
adidas.
• Plans include rolling out Football, miCoach and miadidas
communities to enable adidas to drive brand status within the
social media landscape
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