star quality for pets
TRANSCRIPT
The Trees and the Forests Pet Insurance Proposal
15 February, 2012
Star Quality
A fully integrated, digitally focussed campaign for Real Pet Insurance.
A 'top line’ strategy and creative presentation.
Our strategy...
A deep engagement strategy: translating a person’s love of their pets into an attachment to our brand.
R.O.I.
We place ROI first; everything presented should be seen in the contest of ultimately delivering a fully accountable, fully transparent ROI focussed campaign.
Objectives...
The campaign we are presenting has been structured to deliver on a number of key objectives.
The campaigns structure, mechanics, and dynamics have been defined by the requirement to deliver on those objectives.
The campaign is also scalable according to budget.
Primary objectives...
-Drive to immediate sale – delivering short term ROI.
-Generate user data (qualified leads) and permission to market.
-Generation of qualified leads – for subsequent conversion through CRM.
-Deep engagement over time – nurturing leading to medium to long term acquisition.
-Generates user data that enables more precise demographic/ psychographic targeting to increase ad-spend efficiency resulting in increased ROI.
-Additionally this campaign will create user generated content (UGC) for the ongoing CRM
-UGC will increase search performance by linking to and from social media channels.
-Additional content will increase search performance by increasing content depth, texture and relevancy.
Secondary objectives...
Our primary objectives are all directly measurable through to a ROI. Our secondary objectives are broader brand objectives.
-Increasing consideration.
-Maintaining ‘recency’ ‘top of mind’ in category
-Increasing frequency of visitation.
-Increasing brand affinity (brand love).
-‘Fans’ on Facebook for ongoing nurturing leading to acquisition.
-Digital social media ‘propagation’ to increase reach and ad-spend efficiency.
The strategic insight...
People are highly emotionally and intellectually engaged with their pets.
To many people, pets aren’t just pets; they’re 4 fluffy four legged family member - companions friends, and four legged children.
People love their pets and love to share that love with others – think of the ‘dogs on Facebook’
“It seems that about 14% of the people in the Lab 42 study had created Facebook pages for their dogs, consistent with a UK study also reported on Mashable, which found that 10% of all UK pets have some sort of social media profile, including not only Facebook, but also Twitter and YouTube.”
Cleo Parker, the Dog Marketing Blog, July 2011.
The strategic opportunity...
People love their pets and love to share that love with others
Let’s enable people to do just that – to do what they want to do and already do – but do it through our brand instead.
We’re working with known, natural behaviours and this is our strategic strength.
The strategic goal...
To build the definitive site for dog and cat owners of Australia to share their love of their pets. To build this destination over time through a series of tactical promotional activity integrated in to social channels and CRM. The creative presented today indicates the nature, tone, manner and strategic focus of the creative work required to achieve this goal. .
A supporting trend...
LoL cats – cat and dog humour has been trending on-line for years, and it’s still happening. People are engaging with, sharing and looking for humorous pet images and content.
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Propagation...
Nielsen research tells us that over 75% of the population rate peer recommendation or ‘word of mouth’ as the number one influencing factor in purchase decision making.
The campaign therefore has a strong ‘social’ component and leverages user generated content. We provide content for people to share and we provide ways to share it.
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Campaign dynamics...
-Quarterly or bi monthly major promotions or ‘discussions’.
-Quarterly or bi monthly minor promotions or ‘discussions’.
-On going lower level promotional activity.
-The creation of a destination within the Real Pet Insurance website. Alternately, at a promotional site linked to the master brand site.
-Parallel Promotions completely contained within the Facebook ecosystem with an entry at a tab at the Masterbrand Facebook page.
-In value, some promotions are of a higher value, some lower – they vary.
-In duration, some promotions last for months, some for only weeks.
-There are always multiple promotions or discussions in parallel.
The idea is produce a deep engagement and depth of content.
-Maintaining ‘recency’ ‘top of mind’ in category
-Increasing frequency of visitation.
-Increasing brand affinity (brand love).
-‘Fans’ on Facebook for ongoing nurturing leading to acquisition.
-Digital social media ‘propagation’ to increase reach and ad-spend efficiency.
The work...
Please note, the following creative is ‘mock up’ only and a tool for visualising the creative concepts. It does not necessarily reflect the look, feel and copy of the final concepts.
Promotion 1: Star Quality
Media: Press
Promotion 1: Star Quality
Media: Web site (dog version)
Promotion 1: Star Quality
Media: Web site (dog version)
Promotion 1: Star Quality
Media: Island Banner/ static
Promotion 2: Make Over
Media: Island Banner/ static
Promotion 3: Look a Likes
Media: Island Banner/ static
Promotion 4: Pet Horoscopes
Media: Island Banner/ static
Promotion 5: My name is
Media: Island Banner/ static
The creative...
We’ve shown 5 concepts, but there are many more. Pets, dogs and cats, and the natural humour and many natural discussions around them on-line provides fertile ground for creative development.
Each creative execution has both a dog and a cat version. In animated banners, and at the site they are in rotation .
Thank you... Ullash Tiwari & Ravi Prasad for
www.thetreesandtheforests.com.au