March 2009

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DIGITAL MEDIAPlanned Created Optimised

NEW

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Created to look after realdigital needs.

We plan the most effective place andfrequency for your online messages.

We create and style the content.

Then optimise effectiveness, all the whilereporting back to you.

A NEW KIND OF AGENCY

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Who’s living nextdoor?

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Nick is theplanning

guy

• Nick and his team navigate theplethora of digital opportunities andtouch points to identify the rightdigital solution for the objectives.

• Unifying the latest e-marketingthinking, strategic tools and mediaplanning experience we deliveradvertising messages to the rightaudience at the right time, whetherit be: – Paid Search or Pre-Roll

– CPM or CPA

– Exchanges or Email

– Mash-ups or Mobile

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Philip is the content guy

applicationswidgetsdisplaycontentmicro-sitesvideoanimationcommunitiesbranded sitesco-operative sites

His team create engagingstories and intriguing visualsappropriate to the brand and

platform chosen.

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Craig is theoptimisationguy

Craig and his team are dedicated to turning data

into real time learnings - the application

of which delivers a direct increase in

campaign effectiveness

Accountability and measurement are core benefits

of online activity, and they are central to the

effectiveness of our campaigns

Utilising a wide range of analytical tools, the

optimisation team are the alchemists of

the digital process, turning numbers into

tangible results

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Why do the 3 guyslive together?

➡ Overlapping of tasks

➡ Transfer of knowledge

➡ Innovation everywhere

➡ Reaction times

➡ Fluid working style

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Why go nextdoor?Faster response, better value,smarter thinking.

Plus we make a decent cup of tea.We are convinced our new agency structure can produce the mosteffective digital ideas for you.

Pop round and see for yourself.

We host ‘hot house’ immersion sessions with prospective clients.

So you can test drive our working style and see if you like our biscuits.

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We passionately believewe can make it easier for

you to get more fromdigital communications

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We would like to show a coupleof examples where we havetaken existing analoguecampaigns digital.

The results in both cases weregreater customer engagementand superior ROI

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The campaignreached over 8

million unique usersand delivered over

19m advertisingimpressions

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Challenge:

Required to make Frontline flea and ticktreatment more consumer friendly and startone to one dialogue with consumers

Increase brand engagement and complianceof Frontline

The Strategy:

Revolutionise advertising strategy from 100% broad TV spend to includea comprehensive, integrated, consumer facing online solution

Drive consumer interaction and engagement via micro-site creation, withsearch, display and social network activity

The Solution:

Insight : target audience going online but notto the Frontline site

Insight : pet owners share photos of lovedones and are heavy users of social networkand photo sites

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BRIEF from client

CONTENT & PLANNING GUYreceive brief together

COLLECTIVE RESEARCH ESTABLISHES:

High consumption of online

High take up of social networks andshare ‘pet’ content

Global FRONTLINE site not theright environment forcommunication

CONTENT GUY develops UKmicro-sites and displaycreative

PLANNING GUY developsmedia strategy tocompliment thisOPTIMISATION GUY

Approves final design andreports daily activity<

15Only part of the process asOPTIMISED in real time, 3 keyelements identified:

-Traffic started to appearfrom Facebook

- AOL best performing site

- MPU best performing format

ContentGuy

PlanningGuy

Created aFacebook

pageUpweighted

MPU andAOL activity

Optimisation Guy

AOL

MPU

Increasingtraffic fromFacebook

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2009

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THE CHALLENGE

Street / urban female (core 14-18) fashion brand

Build brand credibility and widen awareness

Brand owner and retailers very analogue

consumers 100% digital

Came to us to develop their ‘non-functioning site’

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THE STRATEGY

Both the Planning Guy & Content Guy established thatthe communication had to:

Reflect target’s growing but changing media consumption

Go where they go / listen to what they have to say notsite redevelopment but use of social media

Create new touch point & offer visitors more value anda richer experience

Established that ‘paid for’ media was only aminor element of the campaign

Move all media spend online and the ContentGuy to deliver an integrated Bebo campaign to

engage the audience where they are. The Optimisation Guy worked with the Bebo

team to access all channelsof measurement.

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THE OPTIMISATION

Monitoring the comments and forums onthe golddigga profile establishedattitudes and interests ofour audience

A regular topic was music, and underagefestivals this was fed back tocontent and planning guys

The result was an offline experientialsolution involved wrapping anAudi in pink vinyl, emblazoned withgolddigga, Bebo and Sophia’sDiary logos

The car was taken to underage musicevents and goody bags handed out

This sparked pictures and comments ofthe car being posted on thegolddigga profile and around Bebo

Due to the response a bespoke golddiggacar profile skin was created

THE SOLUTION

Integrated solution within the 1st series of Sofia’s Diary(online soap) – storyline integration / productplacement / cast dressed in golddigga /competitions

Profile and editorial spotlight created on Bebo includingweekly graphic novel following five friends

Users encouraged to download golddigga Bebo ‘skin’and to actively market to their friends

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THE RESULTS

Did it work? Beyond even our wildest expectations

In just the first three months of going live, the campaign onBebo directly delivered almost 30 million branded impactsto girls aged 13 to 24. Over 5,000 people asked tobecome a friend of golddigga Bebo.

The brand profile was viewed by almost 90,000 people, andgolddigga branded skins were downloaded to over 23,000personal profiles delivering at the very least 1.1 millionpersonally endorsed brand messages to their friends.

We developed content, however the profile became selfperpetuating as the users created content quicker thanwe could…

And perhaps most importantly, the phone started to ring.Calls came from major fashion retail chains like Republic.

FUTURE DEVELOPMENT Follow our ‘friends’ as they mature,to their new social media (Facebook, LastFM) andcontinue the engagement with different technology

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What else is happeningnextdoor?

➡ We’ve refocused an existing campaign

➡ We’ve taken an analogue idea online

➡ We’ve populated social networks

➡ We’ve created branded applications & widgets

➡ We’ve built micro-sites fed by social networks & mash-ups

➡ We’ve engaged bloggers to become brand advocates

➡ We’ve improved conversion through optimisation

➡ We’ve achieved positive ROI

22+

-

+-

BrandedContent

DirectResponse

BrandedDisplay

For the last 18 months thestaff of Nextdoor have been

working together as a unitcalled AWi. This chart showssome of the clients we have

successfully workedwith online.

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Noises comingfrom Nextdoor

Google’s hidden treasures : Nick

The rise (and rise) of Twitter : Nick

Websites are boring : Philip

When the internet changed : Philip

The Specials ’79 - ‘84 : Craig

We’ve got a whole lot of things to say,

(aside from our blogs) - some we’ve

collected into a series of reports. Drop us

a line if you’d like to read any of them.

Our current favorites are listed below:

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nextdooris part ofAW Communications

Who provide a warm heart,sound advice & a helping handwhen needed

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Meet the neighbours

Formed in 1987 AW Mediaprovides integrated planning and

buying for clients looking for apersonal hands

on approach.Innovative use of the most cost

effective solutions from barter tosponsorships.

Speak to Genna or Katy for moredetails.

+44 20 7278 7878www.awmedia.co.uk

Brand strategy and campaigndevelopment. A bespoke

creative agency mixingmarket analysis with

lateral thinking.Specialist in premium &

challenger brands, especiallyin booze & travel.

Speak to Robert for thewhole story.

+44 20 7843 9450www.t7flondon.co.uk

The other members of AW Communications Group.

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An invitation to pop nextdoor

Look up the guysNEXTDOOR

craig@nextdoorthinking.co.uk

nick@nextdoorthinking.co.uk

philip@nextdoorthinking.co.uk

New Premier House

150 Southampton Row

London

WC1B 5AL

+44 20 7843 6400

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www.nextdoorthinking.co.uk