toby gunton & penelope lipsham - social media '09 (a mashup* event)
DESCRIPTION
Toby Gunton & Penelope LipshamMoonwalking Bear & Kleenex Twitter MapSocial Media '09a mashup* eventmashupevent.comTRANSCRIPT
marketing sense. digital people
PHOTO: MORIZA, FLICKR
THE CHALLENGE
RAISE AWARENESS OF ROAD SAFETY TO CYCLISTS AND DRIVERS
CREATE A TV AD THAT COULD WORK ONLINE
SEED THE VIDEO TO MAXIMISE EXPOSURE
THE STRATEGY
SOCIAL MEDIA OPTIMISATION & SOCIAL MEDIA MARKETING
THE RESULTS
16 MILLION VIEWS ON VIDEO-SHARING SITES
MARCH 19TH & 20TH
2ND MOST BLOGGED VIDEO
JUST BEHIND SOME BLOKE CALLED BARACK
CYCLING BLOGS:
5,092 VIEWS TO DOTHETEST
EMAILED TO 16K LIST
SOCIAL BOOKMARKING:
SENT 1.5 MILLION VIEWS TO DOTHETEST
52,300 RESULTS ON GOOGLE
BLOGS
FORUMS
DISCUSSIONS
RIP OFFS
TRIBUTES
ETC.
12,534 VIEWS SENT TO SITE
4 FAN GROUPS
RESULTS WERE MORE THAN NUMBERS…
1/3 OF LONDON MOTORISTS & CYCLISTS RECOGNISED THE CAMPAIGN (TFL DATA)
Results
• 1/3 of London motorists & cyclists recognised campaign (TfL data)33 33
39
47
0
5
10
15
20
25
30
35
40
45
50
Motorists: I'll check my blind spot more oftenfor cyclists
Cyclists: I'll do more to avoid being in avehicle's blind spot
Not recognised ad
Recognised ad
Results
• 1/3 of London motorists & cyclists recognised campaign (TfL data)
9
218
6
201
0
50
100
150
200
250
Fatalities Serious Injury
Jan-Jun'07
Jan-Jun'08
KEY LEARNINGS
INTEGRATE ON & OFFLINE FOR MAXIMUM IMPACT – TV AND ONLINE ARE NOT ENEMIES
MAKE IT EASY FOR YOUR AUDIENCE – GET IN TOUCH, OPTIMISE SHARING FACILITIES.
ENGAGING CONTENT YIELDS MORE – CREATIVE IS THE KEY TO SUCCESS
EFFECTING A REAL CHANGE – NUMBERS ARE GREAT, BUT REAL CHANGE IS KEY
PHOTO: MROMEGA, FLICKR
THE CHALLENGE
SUPPORT A TRADITIONAL PR CAMPAIGN
DRIVE PRESS COVERAGE CONNECTING KLEENEX WITH HAYFEVER
POSITION KLEENEX AS USEFUL
A HAYFEVER MAP
#atishoo
THE RESULTS
KEY LEARNINGS
SOCIAL MEDIA CAMPAIGNS CAN BE NEWSWORTHY – CAMPAIGNS CAN GENERATE COVERAGE IN MEDIA
TECHNOLOGY CAN HELP PROVIDE CONTENT – SIMPLE EXECUTIONS THROUGH FAMILAR TOOLS
TAKE ADVANTAGE OF PROVEN BEHAVIOUR- EXISTING CONCEPTS CAN HELP WITH FAMILIARITY
UTILITY CAN BE AS POWERFUL AS ENTERTAINMENT – IT’S NOT ALL ABOUT FUNNY VIDEOS!
THANK YOU