Upload
solomo-thursday
View
54
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
25 July 2013
SoLoMoThursday.com
facebook.com/SoLoMoThursday
linkedin.com/in/solomothursday
youtube.com/user/SoLoMoThursday
twitter.com/SoLoMoThursday
solomothursday.eventbrite.com
SoLoMo Thursday
Hafiz SalehSocial Media Analyst
Techsailor Group
Biz Card @ Fishbowl
@SoLoMoThursday
Housepour Spirits,
Housewines & Asahi @ $8++
20% off ala carte items
Opening Note
DONATIONS are welcomed.Help keep going.
DONATIONS are welcomed to help for:
LogisticsFood & Drinks
Publicity and many more…
26 Sept 2013
PAGE 4
Objectives
26 Sept 2013
PAGE 5
Speaker: KIM LEE
26 Sept 2013
Kim LeeExecutive Creative & Digital Director, Renaissant
Managing Creative Director, Kimwillrule
Vast differences between clients/brands in
Europe and
Singapore
Singapore:
“Show me the money”
Europe:
“Show me the big idea”
Singapore:
Returns on cent
Europe:
Returns on investment
• Budgets are shrinking.
• Make dollar really stretch
• Harder to justify returns on investment, especially in the social media realm.
If big brands are watching marketing spend with hawkeye, what about smaller ones?
ENTER
M.A.D. School is constantly constrained by a marketing budget so small, we shrink David to pea-size when pitted against the Goliaths of other design, advertising and communication schools well-oiled by government and private funding.
Reality Check
MentalityReally small budgets can spawn really big ideas.
HOW? #1 Get really creative. #2 Throw in copious amounts of reality checks. #3 Get fiercely digital.
Undefeated and ambitious, they dream big and embark on a digital-centric approach that is budget-lean.
Earned, paid and owned media
M.A.D. SCHOOL RAIDERS
The insight
• M.A.D. SCHOOL is a small private school.
• The education scene in Singapore is very competitive, dominated by government-funded schools and rich private schools with high marketing spend.
• M.A.D. stands as David against Goliaths.
• January is the Open House period when schools pump up the money to create excessive collaterals and events.
• MAD is handicapped by a-near 0 budget, lack of resources and marketing plan.
That is however over-shadowed by our bravado.
The idea
Raid the Open Houses of the other well-financed design and advertising schools and steal their target audience (because they are ours too, saving us precious time and money). By gatecrashing the schools in a brow-raising vintage Volkswagen van with our mob squad and giving free ice-cream in return for Facebook ‘Likes’ on our FB page (so they revisit our page).
Raid the Open Houses of the other well-
financed design and advertising schools and
steal their target audience (because they are
ours too, saving us precious time and
money).
3 days, 6 schools.
The Strategy
• Using mob squad to give out free ice-cream in return for Facebook ‘Likes’ on our FB page (for repeat visits and reflected on newsfeed).
• Chance to win movie tickets by posing with a special frame and getting friends to like shots (another reason to visit our FB page).
Brand Awareness, Brand Recall, Repeat Engagement
Multi-screen & location-based mobile marketing
• Prospective students like our page via on tablets or mobile
phones.
• Stopped target audience in tracks and directed their interest to
school’s curriculum.
• Direct engagement with target audience
Mobile video content creation & virability
• Anticipation of close shave with security
• Filmed confrontation scenes and took off fast whenever we were
shoo-ed away.
• We braved on so we could create real footages that could
potentially go viral.
‘Glocal’ seeding on 50+ global social media and sharing sites/blogs/forums such as:
Social Media Campaign
Word of Mouth
Owned media space
Create compelling content
Featured on
Total budget = $2000+Mob squad = 10 peopleCreative / production = 5 people 1500+ Facebook Likes
`
Another Dimension: The Smallest Open House in the World
The insightAfter raiding the other schools’ Open Houses, we launched our inaugural Open House—‘Another Dimension: The World’s Smallest Open House’ because our campus is tiny.
The idea