Learning Session:What is a campaign?Learning Session:What is a campaign?4th February 2009
Cam.paign | kam’pan |
Noun
an organized course of action to
achieve a particular goal
Why do we need campaigns?
Current Day
Communication
What we would like to achieve
» Current Day Communication
How do you change this?
Interactive Brand Experiences
Ie.
INTERACTIVE CAMPAIGNS
Tell me,
I forget
Show me,
I remember
Involve me,
I understand
Remember?
»Tell me, I forget
»Show me, I remember
»Involve me, I understand
THE campaign
of 2008
Background
» Election two phase race- Primaries (Democrat vs Democrat)- General Election (Democrat vs Republican)
» Democrat sentiment low: Al Gore, John Kerry etc.» Apathetic youth» Low voter turnout» Limited campaign budget» A young man with limited experience» A black man
Campaign Tools
»Barackobama.com
Campaign Tools
Campaign Tools
Campaign Tools
Campaign Tools
Campaign Tools
Campaign Tools
Campaign Tools
Campaign Tools
»Barack Blog
Campaign Tools
Campaign Tools
Campaign Tools
»Social Networking
Campaign Tools
Campaign Tools
»Even the Wassssssuppp guys were there…..
Campaign Tools
Campaign Tools
»Personal Social Networking - MyBarackobama.com
Campaign Tools
» Offered integration with Facebook, allowed users link-up with my.barackobama profile, then inviting existing Facebook friends to their Obama profile.
» Users could create blogs & groups that they used to campaign for Obama’s cause.
» Activity tracker gave users marks out of ten, depending on how active they were in campaigning online and offline.
» Received points for organising events, raising funds, recruiting to groups, joining groups, & writing blogs.
Campaign Tools
» A Neighbour-to-Neighbour tool allowed users to find undecided registered voters living near them to canvass.
» Functionality such as finding friends, finding events and hosting your own events that campaign for Obama.
Campaign Tools
Campaign Tools
Campaign Tools
»Mobile Marketing - Obama Mobile
Campaign Tools
Campaign Tools
Campaign Tools
»SEO
Campaign Tools
» “Barack” & “Obama” = 1st in four main search engines
» Each page has different title tag
» Alt tag descriptions for all images
Campaign Tools
»SEM / PPC
Campaign Tools
» Most keywords related to presidential campaign captured
The Stats
» Facebook: 5,000,000 supporters
» Water cooler app: 25,000 monthly active users
» MySpace: 1,180,676 friends
» You Tube: 174 000 video results
» You Tube: 20,000,000 channel views
» Twitter: 230,000 followers
The Stats
» US$ 600 million raised
» 3,000,000 donors
» US$ 55 million raised in Feb 2008 (US$ 45 million online)
» Nearly US$ 2 mllion per day
The Stats
44th New President = Barack Obama
Keeping promises
» Change.gov - Transition Website» Whitehouse.gov - Blog channel- Register for updates» YouTube Channel» Airforce 1 Twitter Feed
Dear Mr President - Beyond the
Election
Mr President & Beyond
Why do we want to do
campaigns?
WHY?
» We’re a DIGITAL MARKETING AGENCY!
» We’re surrounded by talented THINKERS
» Our CLIENTS WANT this
» Advertising agencies are TERRIFIED of this!
HOW?
» Strategy First
» An IDEA ( a way of doing or executing)
» Strong CREATIVE, underpinned by sound TECHNOLOGY
» METRICS! How well have we done?
» Full 360 offering (STRATEGY to ONLINE MEDIA)
WHAT?
» A campaign is not a tick box
» Email only
» Difficult to do in isolation
» As long as it achieves an objective
ABOVE THE WEBABOVE THE WEB BELOW THE WEBBELOW THE WEB
Digital Marketing Pillars
WEBSITE
METRICS & ANALYTICSMETRICS & ANALYTICS
OPTIMISATION& NEXT PHASES
BEYOND THE WEBBEYOND THE WEB
‘CLOSING THE LOOP’‘CLOSING THE LOOP’
WEB2.0
ATTRACT USERS TO WEBSITE
ATTRACT USERS TO WEBSITE
CRM & LOYALTYCRM & LOYALTY
SALES LEADS & CONVERSIONS
SALES LEADS & CONVERSIONS
» Generating return visits» Driving registration into customer databases» Developing CRM touchpoints» Ongoing d/base communication
» Generating return visits» Driving registration into customer databases» Developing CRM touchpoints» Ongoing d/base communication• Online Media
• Mobile Media• Email Marketing• SEM• SEO• Social Media Marketing• Electronic Retail Marketing
• Online Media• Mobile Media• Email Marketing• SEM• SEO• Social Media Marketing• Electronic Retail Marketing
Agency collaboration
CLIENTCLIENTUniversal Strategy TeamUniversal Strategy Team
IMPLEMENTATION & OUTPUTSIMPLEMENTATION & OUTPUTS
Idea HubIdea Hub
Measurement & AnalyticsMeasurement & Analytics
Recollect & RefineRecollect & Refine
TraditionalTraditional InteractiveInteractive
MobileMobile PRPR InteractiveInteractive Through the lineThrough the line
Brief in problem / challengeBrief in problem / challenge
How we like to work
TIME TIME
Cam.paign | kam’pan |
An organized course of
action to achieve a
particular goal