social media campaigns that are smoking hot
DESCRIPTION
... a C&M hot list v2. MAKE MISSIONS!TRANSCRIPT
Your Brand on Social: Mission Case Studies
@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk
4th July 2012
In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.
Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out.
Focused: boutique, organised around one discipline: Social PR Engagement.
Up for it: very.
Good at it: see below...
2
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Q1 Q2 Q3 Q4
Average Monthly TomTom Brand Mentions
Mentions
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Jan-
11
Feb-1
1
Mar-
11
Apr-11
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-1
1
Nov-1
1
Dec-1
1
Volume of TomTom Facebook Fans
Fans
5m+ views, month #1200%+ mentions
900%+ growth
We Are...
4
The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial...
John Hegarty, BBH
People Thinking
@RogerWarner / @ContentMotion6
What Brands Think People Want
7
Create personal missions.
Get inside people’s heads (and shoes) - invite them into our program.
Build advocacy.
Make them smarter - and enable them to share their smarts.
Make them...
Think: Personal kudos, social capital.
Enhance their social brand in order to enhance ours.
Entertainers Storytellers Sages Benefactors HEROES!
Translation
TomTom #BreakFree
Integrated, international campaign:x14 markets - C&M planned and executed
6 million + video views
200% increase positive sentiment
100%+ increase online coverage/mentions
Core creative strategy - strong, populist narrative - celebrity led: Sing, Win and #BreakFree (Freddie Mercury and Queen)
Brand content - celeb and humour driven, syndicated via Social with strong incentives to share
User content - fun, simple apps to encourage people to get involved and win brand prizes - Sing, Win and #BreakFree
Everything promoted via simple #Hashtag - (#BreakFree) to ensure talk-ability and share-ability
Social acquisition built in - goal is to drive Facebook fan base
Offline executions promoted via .com - exclusive trade-in offers are tied to the main online campaign and promoted via banners, PPC, web sites
Built to amplify via Social shares - all supporting widgets and apps have branded sharing and #Hashtags built in at source
10
#BreakFree Integrated Mission
16
19
Be a Smarter Working Hero - Stage an Email Intervention
@RogerWarner / @ContentMotion
In Store
TomTom Microsite
TomTom Facebook Page
Break Free Tab
Break FreeYouTube Channel
(all UG videos)
Content hub (backend)
Record video
Social share video
Trade-in tab
Break Free Me App
Careoke iphone
app
Record video
capture user info
Personal Facebook
Personal Twitter
Personal Blog
Record video
(no app)
Social share video
QR Codes
QR Landing
Video playerembed
TomTom App Integration Map and User Experience Flow
Auto generated email with links to user's video/creation and the
BF FB page
Newsletter
View/share
BUY
TRADE IN
Facebook ads &
engagementBlogs &
News sitesBanner/
online ads
First time buyers
Non-live PND Owners
Competitor device owner
TomTom Live PND owners
Nav 2 device owner
Nav 3 Device owner
Software flashes
Targets
Engagement platforms
Radio Direct mailTraditional press
Live (local) events
TomTom Nav 2 owner
Points of entry
Booth
Trade-in info
HD traffic info
Mobile phone
Dev elements
Log user
shares
User actions
Incentives WIN (weekly)
WIN (Grand Prize)
KEY
€50 off
capture user info
RENEW SUB
WIN (daily)
Log #breakfree +@tomtom
hashtag use
Auto-populate:
#BreakFree@TomTom
Don’t try this alone!
• Multi-team
• Multi-discipline
• Developer
• Brand
• PR
• Advertising
• Retail
• Product
• etc
21
TomTom #BreakFree: Start with Ideas, Then User Experiences, Then Executions
22
Use a bigger creative canvas.
Use big data to get inside people's heads for smarter planning
Create content and destinations that people love to play with and share
Deliver consistently engaging experiences that grow in value over time.
Go beyond campaigns
Start making 'missions'
Good Thinking