Toby Gunton & Penelope Lipsham - Social Media '09 (a mashup* event)

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