syracuse digital agency introduction 2015

INTRODUCTION Syracuse Digital

www.syracusedigital.ng

WELCOME TO SYRACUSE DIGITAL 2

We are Syracuse Digital, borne of creativity and effective delivery. Established in 2012, we have grown into a powerhouse of innovation in digital advertising. Based in Lagos, Nigeria, we pride ourselves as an agency that operates within the blurred boundaries of digital advertising and product development. We are brand storytellers - creating powerful, profitable and long-term connections between brands and their customers.

Who we are


WHAT WE DO 3

We dream up and deliver innovative customer experiences on digital platforms, helping businesses and brands meet their all their objectives, through optimal Digital Engagement Marketing. Across all arms of marketing we engage in, we continually strive to blur the lines between perception and reality - we bridge the gap between what it’s not and what its should be. We have the strategies, tools and concepts to drive interactive content that lets your customers not only hear about you [Targeted Reach], but also consistently engage with your brand to the position where they develop a brand loyalty and eventually become brand advocates [Take Targeted Action].


WHY DIGITAL ? 4

Digital Marketing uses mobile and desktop deployment platforms which accounts for 100% higher real audience reach at a fraction of the cost.

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Print Media T.V Mobile Radio Desktop

Strength of Media Channel According to Audience Reach


YOUR AVERAGE CONSUMER TODAY 5

The daily life of the average consumer. Digital Media channels peak at least 3 times as often as your traditional media channels. Adequate Brand Exposure is easily achieved through digital media channels.


HOW WE WORK 6

Our philosophy when executing digital engagement strategies is to not only push on your brand targets and objectives, but also get you Data-Driven-Feedback through various digital analytic tools, in order to help you further understand your consumers, what they want from you, and how you can get them further hooked onto your brand. To achieve this, we integrate appropriate digital tools, across all levels of the AISAS framework. This framework is what we use to plan digital communication strategies that align with your brand objectives and resonate with your audience


OUR DEFINED APPROACH 7

AWARENESS

INTEREST

SEARCH

ACTION

SHARE

LOYAL, SATISFIED BRAND ADVOCATE

UNIQUE BRAND CONTENT

Consumer becomes aware of your Brand/Product

Consumer becomes interested in your Brand/Product

Consumer searches for and identifies with your Brand/ Product

Consumer Engages with your Brand and takes directed actions

Consumer recommends your brand/product to other users

AISAS CONSUMER

CONVERSION FUNNEL


WHAT WE DELIVER 8

Social Consumer Relationship Management Digital Display Advertising Mobile Marketing Social Media Advertising ePR Management Newsletter Marketing Gamification/Application & Web Development Search Engine Optimization/Pay-Per-Click

DIGITAL MARKETING

CASE STUDIES


ADIDAS REFRESH YOUR GEAR CAMPAIGN 10

BRAND: adidas PRODUCT: Basketball, Football, Originals, Running, Training, Women MARKETS: Nigeria & Ghana DURATION: 2 Months [July 2015 – August 2015]


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adidas was faced with a marketing problem in the West African market. Basically, people weren’t visiting the stores or buying the products. We executed the Refresh Your Gear campaign to promote sales. The concept was simple: •  People who currently owned adidas

products were offered a chance to get newer versions.

•  People who owned products made by other brands were lured to replace them with an adidas.

REFRESH YOUR GEAR CONCEPT


12 REFRESH YOUR GEAR TARGET AUDIENCE

1. Fitness Addicts

2. Celebrities

4. Influentials 5. Social Media Heads

6. Weight Dissatisfied 3. Expatriates


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STEP 1. Simply fills in basic bio-data and declares interest in certain categories that interest them.

2 STEP TO REFRESH

STEP 2. By doing this, they get exclusive information about new product availability in store, according to the category they showed interest in.


CAMPAIGN RESULTS 14

4 MILLION EARNED

IMPRESSIONS

4,000% INCREASE IN

BRAND TOP OF MIND

AWARENESS

94.2% IN DIGITAL

WORD OF MOUTH

24.42% B2C ENGAGMENT

10:2

DEMAND- COMM RATIO

PARTNERSHIPS WITH

PSQUARE AND

SKALES


BOOM J7 CAMPAIGN 15

BRAND: Tecno Mobile PRODUCT: Boom J7 MARKETS: Nigeria DURATION: 6 Weeks [April 2015 – June 2015]


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In anticipation of the Tecno Boom J7, notable for its superb sound production; we decided to engage in a music themed full digital engagement campaign. It was not only engaging & captivating, it was also effective in terms of sales and brand value.

BOOM J7 CAMPAIGN


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So we teamed up with 2 star artistes [Burna Boy & Ola] and a producer [Leriq] to create a beat & chorus, this beat was then deployed to the public via a website & a dedicated Facebook app. When users visited the website or app, they got to listen to a verse of one of the star artiste, and were then encouraged to download the instrumental to record their own verses to the beat.

BOOM J7 CAMPAIGN


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We created a dedicated Facebook App for Social Traffic and a Boom site for traffic outside social media to encourage UGC (User Generated Content). The content was recorded and uploaded on this platform by whoever was interested in joining the Tecno Boom Band to break the current world record. At the end of the activity, all the verses were compiled by the producer and made into the longest song. This Song was called the Boom song. The song was shared on the top music streaming and download platforms in the world. Notably ITunes, Amazon, Google, Spotify, Sound Cloud, Beat Port.

BOOM J7 CAMPAIGN


CAMPAIGN RESULTS 19

43 MILLION IMPRESSIONS

IN 44 DAYS

85% INCREASE

IN PRODUCT SEARCH

5,250,00 NGN WORTH

OF EARNED PR

6 DIFFERENT VIRAL SITUATIONS

BREAKING WORLD RECORD

FOR WORLD’S LONGEST SONG


ESTABLISHMENT CAMPAIGN 20

BRAND: Kobis Restaurant MARKETS: Nigeria, DURATION: 1 Month (2nd of November - 8th of December 2014)


ESTABLISHMENT CAMPAIGN 21

•  Socio-centric execution •  Digitally led holistic campaign •  4 platforms, networks & channels

Digital

Facebook Conversion & Social Engagement

Model

TwiPer Trend

Online Media Awareness Model

EPR ExecuTon Model


SOCIAL MEDIA 22

With Kobis being a new entrant into the digital space, we fixed its social pages to not just act as the core of all campaign activities – the focal point of all brand activity online and offline, not just another social outlet for the brand. This pushed users to grow accustomed to the Kobis’ Brand and its style, while getting actual sales information which would be of benefit to the client in the short term. No ads were run during this establishment campaign.


THE ECOSYSTEM 23

EPR content and optimized PPC with relevant keywords was used to drive traffic to (on the part of the article sites) social media platforms as a support tactic. Over the duration of the campaign, content was posted at a relatively high frequency across both EPR and social platforms owing to the absence of Mobile and Display Ads.

EPR PPC

FACEBOOK

TWITTER


CAMPAIGN RESULTS 24

10,227+ Facebook Fans from

zero. 1,813

Followers on Twitter

1,308 Website Traffic

x35 Online Heatmap

3,100,140+ Article Reach

80/100 SER


LIVE SMART CAMPAIGN 25

BRAND: Tecno Mobile PRODUCT: Tecno Smart Family [Phantom A+, Phantom AIII, Phantom Pad Mini, P5, M5. M7] MARKETS: Nigeria, Ghana, Cameroun, Ethiopia, South Africa. DURATION: 3 Months [November 2013 – January 2014]


LIVE SMART CAMPAIGN 26

•  2 main content cores •  3 content drivers •  10 webisodes •  1 microsite

This was a fully integrated digital marketing campaign aimed at pushing various products as a single range, but with each of the different products targeting different levels of consumers. We opted to centralize 2 main content cores in a microsite, and webisodes, around which all owned, earned and paid media was driven.

TECNO LIVE SMART MICROSITE

The microsite did not just as the landing page of all ads, but also a central hub of Information and Engagement. There was a product section where users could experience the phones & purchase them right from the site with a single click.


THE WEBISODES AND CONTESTS 28

The webisodes, which were released weekly, were also hosted on a section of the microsite. Each webisode, carried specific but interesting information about each product in the smart family line. Users watched these webisodes and also played quiz contests right there based on what they had watched.


THE ECOSYSTEM 29

In addition, the microsite also served as an in-out portal to all the other networks/fan communities on which the target audience were located. From these networks, we drove traffic to the microsite and from the microsite, we encouraged new users to join the fan communities.


CAMPAIGN RESULTS 30

MOST ENGAGING

BRAND PAGE ACROSS W. AFRICA TILL

DATE

1900% INCREASE

IN DIGITAL PRESENCE, LARGEST

SELLING PHONE BRAND

W.AFRICA BY YEAR END 2013

2ND LARGEST AND MOST ENGAGING NIGERIAN YOUTUBE

BRAND PAGE

MOST INFLUENTIAL

BRAND TWITTER HANDLE ACROSS

TECHNOLOGY CATEGORY

70% PERCEPTION

SHIFT FROM AN INFERIOR

TECHNOLOGY BRAND TO A LIFE STYLE

BRAND.


CLIENTELE AND REACH 31

Nigeria Ghana Kenya Ethiopia South Africa Cameroon KSA

Countries we’ve worked in

WEST AFRICA

AFRICA

MENA REGION


WHAT WE DELIVER 32

TEAM & OWNERSHIP STRUCTURE


TEAM STRUCTURE 33

DIGITAL DESIGNER [MANIPULATION]

DIGITAL DESIGNER [ILLUSTRATIONS]

LEAD, BRAND PLANNING & BUSINESS DEVELOPEMENT

SOCIAL COMMUNITY MANAGER

DIGITAL ARTS DIRECTOR

Isa Leslie Williams

CREATIVE TEAM LEAD, PRODUCT DEVELOPEMENT

Moyin Oke Seun Adeola

UX DEVELOPER

ROCKSTAR PROGRAMMER

SUNKANMI OLA

CHIEF DIGITAL STRATEGIST

Tobi Ayeni Adetola Durojaiye

LEAD, DIGITAL RESEARCH & BRAND DEVELOPMENT

Adebola Adefarati

LEAD, DIGITAL ILLUSTRATION AND COPYWRITING

Olamide Etti

DIGITAL BRAND STRATEGIST

Angela Okorie

DIGITAL BRAND STRATEGIST

Nnenna Ezenyinwa

TECHNICAL LEAD, PRODUCT DEVELOPEMENT

Abiodun Shuaib

Bayo Jaiyesimi

Esu Gabriel Godson Ukpere

Morris Ebieroma



Goke Seyi

[HEAD OF ACCOUNTS]


THE BOARD 34

Sunkanmi Ola C.O.O At the age of 22 with a Professional Diploma from the DMI Institute in UAE, Sunkanmi has set the pace as the brightest & youngest established Digital Marketing Strategist in the region. A result oriented digital enthusiast, he stands as an alumni of the prestigious Young Account Planners academy in Cannes, France. Sunkanmi has 3+ years of professional experience under his belt and set-up Syracuse Digital in 2012.

Oludotun Solanke EXECUTIVE DIRECTOR Armed with degrees in Financial Studies and Marketing, Dotun has over 13 years of continuous media planning/strategy and buying experience, most of which was at top management level servicing top-flight brands. He has cross-industry working experience with Unilever Plc. (Client Side Marketing), Corporate Media (OOH), TWT Communications, SO&U Saatchi & Saatchi (FSAs), Media Associates & mediaReachOMD (MIs). He is a long standing member of PAMRO and a certified APCON professional. He plays an advisory role in the agency.

Olusegun Martins S. EXECUTIVE DIRECTOR Started his career as a technical professional specializing in systems design, application development and network and security management. Due to his unique fusion of Marketing+Technology+Business knowledge, he has served as the Head of Digital across several International Marketing Communications organizations both in the Nigeria and in the UK. He is responsible for embedding digital into the agency's DNA and translating it to its clients.

Sunday Abayomi O. CHAIRMAN

www.syracusedigital.ng (+234) 803-795-0025 [email protected]

(+234) 808-894-9558

Digital is our T-Model

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