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New digital media agency. Blending planning, content creation and optimisation. Neighbour to AW Media and t7F London.
Citation preview
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
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-
+-
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
New Premier House
150 Southampton Row
London
WC1B 5AL
+44 20 7843 6400
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www.nextdoorthinking.co.uk