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CAMPAIGN
OBJECTIVE: Drive online users to the website of m-ms.com.ph where they can support and vote for their favourite M&Ms character.
PLATFORMS:• Blog Marketing (Contest)• Display Banners in Yahoo, Facebook,
and Nuffnang Blog Network• Social Sharing/Viral Marketing in
Churp Churp Network of Nuffnang
RESULTS
BLOG MARKETING
OMG Digital developed an email invite to bloggers to join the campaign containing the mechanics of the bloggers contest.
Heavy promotion of the contest was done inside the community of Pinoy Bloggers in Facebook.
bloggers
29registered
yellowhttp://jaredslittlecorner.infohttp://www.totteringmama.com
http://www.jaredslittlecorner.info/2011/06/vote-your-favorite-mm-hue-win-up-to-1000/
http://www.totteringmama.com/2011/06/m-ms-vote-and-win.html
green
http://www.pehpot.comhttp://livinglifetodfullest.blogspot.comhttp://ruthilicious.blogspot.comhttp://foodfashionbeautyblog.infohttp://dressup-down.blogspot.com/http://bucketofkisses.blogspot.comhttp://www.earthlingorgeous.com/http://www.yipeemedia.comhttp://livingmarjorney.blogspot.com/http://www.ilovekits.blogspot.comhttp://serenityoverload.blogspot.comhttp://ning4u.blogspot.comhttp://www.freebiesoverload.comhttp://amoreodiorapporto.tumblr.com/http://www.hotfunstuffs.comhttp://www.whimsandviews.comhttp://www.badudets.comhttp://www.mygreenlivingideas.comhttp://www.josieswindow.infohttp://clumsyclariss.blogspot.com/
http://www.pehpot.com/2011/06/vote-for-miss-green-and-win.html
Clickable banner leading to M&Ms site
Initiative contest
http://www.pehpot.com/2011/06/green-is-in.html
Clickable banner leading to M&Ms site
http://www.pehpot.com/2011/06/support-your-m7ms-candydate-wear.html
http://www.pehpot.com/2011/07/2-days-more-to-vote.html
http://www.pehpot.com/2011/07/miss-green-won.html
http://livinglifetodfullest.blogspot.com/2011/06/go-green-and-have-chance-to-win-1000.html
Clickable banner leading to M&Ms site –
Miss Green
http://livinglifetodfullest.blogspot.com/2011/06/use-human-nature-products-for-greener.html
Clickable banner leading to M&Ms site – Miss Green
http://ruthilicious.blogspot.com/2011/06/i-vote-for-green-m-because-im-green.html
http://www.foodfashionbeautyblog.info/vote-for-your-mm%E2%80%99s-candydate-and-win-prizes-worth-us1000/
http://www.foodfashionbeautyblog.info/have-you-gone-green-yet/
http://dressup-down.blogspot.com/2011/06/vote-and-win-for-ms-green-m.html
http://dressup-down.blogspot.com/2011/06/go-ms-green-go-m.html
http://bucketofkisses.blogspot.com/2011/06/vote-for-your-favorite-m-candydates.html
http://www.earthlingorgeous.com/2011/06/i-support-my-green-mms.html
Initiative contest
http://www.yipeemedia.com/2011/06/mm%E2%80%99s-vote-for-your-favorite-candydate-
character/1713
http://livingmarjorney.blogspot.com/2011/06/go-go-go-green.html
http://livingmarjorney.blogspot.com/2011/07/m-vote-win-campaign.html
http://ilovekits.blogspot.com/2011/06/m-candydates-go-head-to-head-vote-for-m.html
http://serenityoverload.blogspot.com/2011/06/go-green-m-search-is-on.html
http://ning4u.blogspot.com/2011/06/vote-for-candydate-green-on-m-vote.html
http://www.freebiesoverload.com/2011/06/green-is-in/
http://amoreodiorapporto.tumblr.com/post/6651391392/vote-for-my-m-m-candydate-miss-green
http://amoreodiorapporto.blogspot.com/2011/06/vote-for-my-m-candydate-miss-green.html
http://hotfunstuffs.com/2011/06/vote-green-mm-and-win.html
http://www.whimsandviews.com/2011/06/mms-candydate-vote-for-sexy-miss-green.html
http://www.badudets.com/im-voting-for-green-mms/
http://www.mygreenlivingideas.com/have-you-vote-for-ms-green-mms-candydate/
http://josieswindow.info/2011/06/lets-go-green/
http://clumsyclariss.blogspot.com/2011/06/m-popularity-contest-for-chance-to-win.html
redhttp://www.kumagcow.comhttp://littlemisskessa.comhttp://delectableideas.blogspot.comhttp://raindeocampo.wordpress.com
http://raindeocampo.wordpress.com/2011/06/08/mm%E2%80%99s%C2%AE-vote-and-win-campaign-for-the-most-popular-candydate/
http://www.littlemisskessa.com/2011/06/m-candy-election.html
http://www.delectableideas.com/2011/06/vote-red-my-m-candydate.html?spref=gr#close=1
http://www.kumagcow.com/2011/06/fight-for-your-right-represent-vote-red.html
bluehttp://boy-kuripot.blogspot.com/http://irishell.blogspot.com
http://boy-kuripot.blogspot.com/2011/06/m-vote-win.html
http://irishell.blogspot.com/2011/06/m-candydates-vote-win-campaign.html
orangehttp://manualtolyf.blogspot.com/
http://manualtolyf.blogspot.com/2011/06/vote-m-orange-for-change.html
Clickable banner leading to M&Ms
site
0.00 2,000,000.00 4,000,000.00 6,000,000.00 8,000,000.00 10,000,000.00 12,000,000.00
Click Thru RateClicksDelivered Ad Im-pressionsBooked Ad Impressions
6,261,062
10,015,492impressions52,560 clicks
0.52% click rate
’s note
This campaign launched last June 6 and ran until July 8. During the 1 month duration, campaign generated a total of 10,015,492 impressions and 52,560 clicks with 0.52% CTR.
The campaigns’ most effective placement in terms of both impressions is the Yahoo US Games sponsorship/takeover. It generated a total of 3,919,867 impressions in 2 weeks time while in terms of CTR it’s PH Messenger Insider at 27,535 clicks with a 1.01% CTR – this is way above the Yahoo industry average of 0.78% CTR for PH Messenger insider.
In return the campaign’s effective CPM and CPC is very much favorable at P99.85 and P19.03 respectively. This has been one of the lowest most effective CPM and CPC Yahoo has encountered.
54
PH Messenger LREC
55
US Games Sponsorship
56
US Games Sponsorship
57
PH Messenger LREC Takeover
58
PH Messenger LREC Takeover
• Facebook overwhelmingly delivered impressions and clicks compared to what was estimated. This is due to constant optimization of the ads.
• Industry Benchmark CTR is 0.01%Particulars Estimated Actual
Impressions 21,440,823 81,570,328
Clicks 16,666 31,706
CTR 0.03% 0.04%
Weekly Summary
Date
Impression
s
Clicks CTR CPC CPM Reach Frequen
cy
Unique Clicks
Unique CTR
Week of 06/05/2011
503,944
295 0.06% 0.09 0.05
251,365 2
290 0.12%
Week of 06/12/2011
7,048,491
3,834 0.05% 0.09 0.05
1,919,897 3.7
3,653 0.19%
Week of 06/19/2011
34,024,211
13,384 0.04% 0.09 0.03
5,538,077 6.1
12,490 0.23%
Week of 06/26/2011
36,499,713
12,959 0.04% 0.09 0.03
5,892,029 6.2
12,272 0.21%
Week of 07/03/2011
3,493,969
1,234 0.04% 0.07 0.03
938,206 3.7
1,202 0.13%
81,570,328
31,706
0.04%
14,539,5
74 29,907
LeaderboardWeek Total
Clicks 802Clickthrough ratio 0.2%Impressions 729,577Unique Impressions 404,006
Large RectangleWeek Total
Clicks 1064Clickthrough ratio 0.23%Impressions 854,754Unique Impressions 459,471
SkyscraperWeek Total
Clicks 409Clickthrough ratio 0.1%Impressions 797,374Unique Impressions 405,821
• Total Impression Delivered: 2,381,705
• Booked Impressions: 1,217,400
• Over delivery of 1,164,305 impressions
• The placement also received high CTR of 0.20% (industry benchmark is 0.15%)
Churp churp
696697
Total Potential Online Users Reached: 385,428Churpers Who Participated: 360
Number of users click on link: 1416clicksNumber of unique users click on link: 1053 clicks
Clicks Breakdown
Clicks Bought:Clicks Delivered:
56%
44%Top ChurpersOther Churpers
Percentage of Clicks Generated by Top Churpers
Buzz Report
Example of Twitter feeds:
FACEBOOK, TWITTER & FORUMS
The campaign was discussed in various social networking sites. This earned (media) results gave the campaign more reach and proved that it was successful.
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