campaigns to commitment: social media, brands & long ideas

©2013 Critical Mass, Inc. All Rights Reserved pg.

CAMPAIGNS TO COMMITMENTSOCIAL MEDIA, BRANDS AND LONG IDEAS

08.20.13

Monday, September 30, 13

©2013 Critical Mass, Inc. All Rights Reserved pg 2

OUR SESSIONWHO WE ARE

THE CAMPAIGN MINDSET

DEMANDS OF SOCIAL ON BRANDS

ENTER THE LONG IDEA

A FEW EXAMPLES

QUESTIONS

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©2013 Critical Mass, Inc. All Rights Reserved pg

WHOWE ARE

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DARRENART DIRECTOR

W E A R E 7 0 0

We are smart, talented, flexible, and collaborative. Working across

offices, disciplines, accounts, and teams around the world.

SHAINA

MARKETING SCIENCECHICAGO

SUSANNESVP, MANAGING DIRECTORLONDON

MATTGENERAL MANAGERTORONTO

EUNYDESIGNERCALGARY



MATT = @MATTDIPAOLADAVE = @DOCTORJONES#SMWLONGIDEAS

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WE LIVEAND BREATHEDIGITAL.



I T ’S WHERE CRIT ICAL MASS F IRST BEGAN.

A S I N C A N A D A

CALGARY



CAMPAIGN MINDSET?W H A T I S T H E



SAY SOMETHING NEW OR DIFFERENT

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SAY IT A LOT

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SEE IF IT WORKED

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SAY SOMETHING NEW OR DIFFERENT

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MANY CAMPAIGNS ARE GREAT

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SUBHEAD FOR STATEMENT

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HAPPENED?W T F



MARKETING IS NOT A CAMPAIGN. IT’S A COMMITMENT.

JOSEPH JAFFE

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You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old paradigm was pay to play. Now you get back what you authentically put in. You’ve got to be willing to play to play.

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WE USED TO TELL, YELL, SELL

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NOW WE CONNECT & CONVERSE AROUND EXPERIENCES

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MARKETING IS BEINGREINVENTED. CUSTOMERSARE IN CHARGE...



THE OPTIONS ANDINTERACTIONS ARE DAUNTING.



CLIENTS NEED SALESBUT BUSINESS HASN’T CHANGED.

BRAND AFFINITYGROWTHSELF SERVICENPS SCORESBUZZINCREASED DEMANDLEADSLOWER COSTS

LOYALTYBRAND AFFINITYMonday, September 30, 13


BRANDS MUST ADAPT.



E N T E R

LONG IDEAS



CONSIDERATIONS

The myriad of ways brandsspeak to consumers and make calls to action.

MESSAGEThe different “machines”customers use to interactwith a brand.

DEVICECustomer interactions with a humanVersion of the brand – call center, retailoutlet, online support, events, etc.

TOUCHPOINTThe lifetime total of a customer’sInteractions with the brand.

TIME



W H A T D O E S

NEEDTHE CUSTOMERTHE BUSINESS

NEEDW H A T D O E S

$ ?To drive sales and build awareness. To solve a problem or make a decision.



A MESSAGE MUST BE COORDINATED TO GET THROUGHCROWDED CHANNELS.

MESSAGE



IF DEVICES ALL DID THESAME THING, WHY WOULD WEHAVE SO MANY?

DEVICE



YOUR EMPLOYEES ARE YOURBRAND. ARM THEM WITH DATA& GUIDE THEM ON HOW TO ACT.

TOUCHPOINT



TIME IS ABOUT MORE THAN CONSISTENCY.

TIME



LONG IDEA THINKING

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FROM THE STARTSocial media isn’t an after thought. It isn’t a plug-in or bolt-on. It

is a key component of how we plan and execute ideas.

S O C I A L

MEDIA



The web is social. All digital activities now revolve around networked individuals sharing and distributing exceptional content, directly interacting with brands to ensure their needs are met in real time ensuring maximum time is spent “living”. This behavior is enabled by the technologies and networks we use - and those tools change at the speed of consumer attention. We focus on creating flexible solutions that integrate because we know that time is important to consumers - and they need to be wowed when we have their interest.

LONG IDEA THINKING

MOVE AT THE SPEED OF YOUR CONSUMER’S ATTENTION.



Omnipresent coverage is making sure you are where the customer is. It is connecting the human conversation on various tech channels, networks and social hubs in the appropriate environment. Your customer get the most involved when they are appropriately exposed to your content, and they become advocates in the channels where they have the most clout.

LONG IDEA THINKING

BE EVERYWHERE YOUR CUSTOMER IS.



BRING TOGETHER HUMAN BEHAVIOR AND TECHNOLOGY.



CHANNEL, TECHNOLOGY AND DEVICE

EXECUTION

CUSTOMER, BUSINESS AND BRAND

POSSIBILITIES

MUTUALLY BENEFICIAL

LONG IDEAS

LONG IDEA THINKING



DIG INTO WHO YOU ARE, WHO YOUR CUSTOMERS ARE, AND YOU CAN BEST INTERACT WITH THEM.What will create the biggest impact? That depends on your objectives and the willingness of the consumer to join in. Are you at the beginning of your social journey, or do you already have millions of fans that need to be re-energized? We help transform your business to become social minded and deliver content that breaks the consumer out of their apathetic daze.

FINDING TRUTH IN POSSIBILITIES



We are large and integrated, a one stop shop - this means when we bring ideas they

are possible, they have clout and they can help move you to becoming a credible

and exciting social brand. Unlike most social agencies, we don’t use tried and true - we know that tried and true is ignorable. Our ideas create impact that lasts over

time, big hits and small pulses that move beyond the simple post and work across

devices and channels using exciting technology.

UNITING POSSIBILITIES WITH EXECUTION

BIG THINKING IS ONLY EFFECTIVE IF IT CAN BE IMPLEMENTED.



DEVELOPING PROGRAMS TO DELIVER EXTRAORDINARY EXPERIENCES.When we combine possibilities with execution, we get big ideas. No matter where

your brand is in its social maturity or what your business objective is we turn

unaccommodating consumers into advocates.

LONG IDEAS



SOME OF OUR LONG IDEAS

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©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 1

READY. SET. BOLT! N I S S A N B O L T G T - R C A M P A I G N

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“RACING IS MY INSPIRATION. I WANT TO HELP NISSAN BECOME AN

EVEN MORE EXCITING BRAND.” USAIN BOLT

DIRECTOR OF EXCITEMENT, NISSAN

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CELEBRATING INNOVATION ON A GLOBAL SCALE In 2012, Nissan Global unveiled its new brand positioning, “Innovation that Excites.” The ultimate goal: to celebrate the inherent role that innovation plays across every part of the company, globally. To support the launch, Nissan kicked off a 15-month long global brand campaign entitled “WHAT IF __”, and the automaker tapped Critical Mass to manage the campaign’s digital activation around the world. A core pillar of the global multichannel campaign, launched in conjunction with TBWA\Chiat\Day and OMD, was to promote Nissan’s innovation in racing by pairing the world’s fastest man, Usain Bolt, with the most thrilling Nissan performance vehicle, the GT-R racecar.

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MOVING AT THE SPEED OF SOCIAL Framed under the “WHAT IF__” umbrella, Nissan posed the question to brand fans around the globe: What if the world’s fastest man went even faster? The automaker answered the question by naming Usain Bolt its Director of Excitement and working with Critical Mass to mobilize his legions of fans online, including nearly 10 million Facebook fans and 2.3 million+ Twitter followers. We developed a custom Facebook application to stream all things Bolt, including live event coverage and social syndication, rich videos, photos and exclusive content highlighting Bolt as the dynamic new face of Nissan’s GT-R racecars—all supported by social moderation and a global media campaign.

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THE GOLD METAL AUCTION Beyond the flood of dynamic content, we amplified the buzz with an unprecedented online auction on eBay for two custom Nissan Gold GT-Rs—one that went to the winning bidder and one to Usain Bolt himself. The auction ran for 10 days during eBay’s busiest weekend of the year, including Cyber Monday, and was supported by paid media in 7 languages, on 20 regional eBay sites, as well as key outlets such as BBC, Top Gear, Discovery and LinkedIn. All proceeds were donated to The Usain Bolt Foundation Charity.

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©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 7 ©2013 Critical Mass, Inc. All Rights Reserved | 7

THE RESULTS

IMPRESSIONS IN 31 COUNTRIES 200M $200,000

RAISED FOR THE USAIN BOLT FOUNDATION IN AUCTION

75 MILLION FACEBOOK IMPRESSIONS 49 MILLION TWITTER IMPRESSIONS 234,000 YOUTUBE VIEWS

200K COMMENTS, LIKES, SHARES, TWEETS, RETWEETS + BLOG POSTS

31 COUNTRIES SOUTH AFRICA, MIDDLE EAST, UNITED STATES, CANADA, AUSTRALIA, CHINA, SINGAPORE, NEW ZEALAND, TAIWAN, JAPAN, KOREA, BELGIUM, SPAIN, LATVIA, AUSTRIA, RUSSIA, FINLAND, LUXEMBOURG, CZECH REPUBLIC, FRANCE, HUNGARY, POLAND, SWITZERLAND, SWEDEN, GREECE, GERMANY, ITALY, NETHERLANDS, PORTUGUESE, SLOVAKIA, UNITED KINGDOM

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THE NEW CAR N I S S A N L E A F

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“WE WANTED TO CATER TO A NEW DRIVER WHO FEEDS OFF SOCIAL MEDIA.”

STEVE SAVIC GROUP CREATIVE DIRECTOR, CRITICAL MASS

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WHAT DO YOU MEAN: “100% ELECTRIC?” The Nissan LEAF is an automobile unlike any that’s come before. It’s the first mass-market, mass-marketed 100% electric vehicle, first launched in the US, Europe and Japan, before broader distribution to 17 countries. When you're launching a game-changer in an entirely new category, people are bound to have questions…lots of them. So we built the world's first comprehensive Twitter Q&A engine, covering everything from battery capacity to performance to comfort. Our primary goals: drive awareness, educate people, and ease their fears about driving electric.

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FUELING THE CONVERSATION Tapping into 20+ social platforms, we provided insight and guidance to help consumers understand if the LEAF was right for them. We created robust infographics and interactive tools enabling them to determine whether their driving habits, homes and lifestyles were suitable for the switch to 100% electric. And we staged a LEAF Zero Emissions promotional tour that let users RSVP via Google maps and capture first impressions, posting them in real-time on YouTube and Facebook.

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FROM CONVERSATION TO CONVERSION Working in lock-step with agency partners, we executed a tightly woven campaign that encompassed nearly every medium—TV and print, plus online media, video, social platforms and a groundbreaking iAd execution. Our answer-ready, zero-emission hub website and innovative online reservations system delivered an unheard of 90% conversion rate—all online.

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20,000 THE INITIAL PRODUCTION RUN OF

CARS SOLD OUT 3 MONTHS AHEAD OF SCHEDULE

#1 SEARCH RANKINGS

294,309 VISITORS IN THE FIRST WEEK

4.7+ MILLION VISITORS TO DATE

100,000+ FACEBOOK LIKES

5,000 RESERVATIONS ON THE FIRST DAY

15,558 QUESTIONS

90% RESERVATION CONVERSIONS

THE RESULTS

© 2013 Critical Mass, inc. All Rights Reserved | 138

20+ INDUSTRY AWARDS

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“WE REFOCUSED OUR MARKETING TO TARGET‘DIGITALLY SAVVY’ MOTHERS WHO SPEND A LOT

OF TIME ONLINE. THAT’S WHERE WE NEEDEDTO REACH THEM.”

REBECCA BOSTONPUBLIC RELATIONS AND DIGITAL STRATEGIST, GREEN WORKS



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A NEW MANIFESTO:GREEN FOR ALLTo combat poor sales, shrinking shelf space and low

visibility, Green Works needed to find a new voice. Through

research, we uncovered an insight that changed everything:

in contrast to hardcore green advocates, most women felt

stressed when trying to be green. They wanted to do their part,

going green – without judgment. So we created a new,

inclusive platform to make green accessible for all.



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MAKING GREENAFFORDABLE, EFFECTIVE,ACCESSIBLE, & APPROACHABLEBeginning with a fresh brand identity and website, we helped

Green Works battle eco-exclusion with a digital-driven campaign,

“You don’t have to be _______ to be Green,” using new digital

tools to engage our audience in friendly, even funny, ways.



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LITTLE IDEAS.BIG IMPACT.Our strategy was a steady drumbeat of digital tactics to inspire

awareness, drive trial, unite channels, and mobilize advocates.

With a light-hearted editorial voice and sustained content strategy,

the campaign spanned online media and seasonal, social, retailer,

and celebrity tie-ins.



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THE RESULTS



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DISCOVERING YOUR LONG IDEA

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TO LONG IDEAS?A R E Y O U R E A D Y T O C O M M I T


campaigns to commitment: social media, brands & long ideas

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