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Jamie Clohesy Commercial manager, Cream Twitter: jamieclohesy.

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Presentation on theme: "Jamie Clohesy Commercial manager, Cream Twitter: jamieclohesy."— Presentation transcript:

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2 Jamie Clohesy Commercial manager, Cream Twitter: jamieclohesy

3 So what is ? We enhance your strategic thinking, and help you share and reapply marketing excellence. Online database of 3,500 of the best examples of marketing innovation. All case studies are fully searchable. A global view (14% are from LatAm). Trend reports – that keep you ahead of the pack. Expert analysis - that gives you the inside track. Consultancy, training & bespoke services.

4 Window on the world Case studies from 100 countriesEvery marketing channel

5 Comprehensive case studies feature a universal template so you can quickly see: The creative/ showreel. Campaign facts: brand, category, region, date, agency and media owner. The marketing challenge and the big idea + Results/ ROI. More like this. ANATOMY of a case study

6 Amazing search results Powerful search results that give you laser like accuracy Quickly drill down by brand, region, industry, agency, campaign date, channel and more.. Search for brilliant campaigns by ROI Find the answer to your marketing challenge

7 The most popular innovation tool ever made by Cream Cream shuffle is a random idea generator that brings you the most unique and inspiring cases Each click refreshes your choice and kick starts your creative thinking Designed to give you a global view Shuffle : The inspiration engine

8 BACK TO BASICS Debunking the myths of modern marketing Mark St. Andrew Editor, Cream Twitter: MediaMarksy

9 ● Video is all about being viral ● Brand communities mean Facebook pages ● Gamification means games on your homepage The myths

10 The end of viral? BACK TO BASICS Video rubbernecking: The more successful a piece of viral, the less value its audience has to the content owner. VIRAL VIDEO Requires short term attention Little or no social activity required Authenticity unimportant Difficult to duplicate success Low entry point, high number views Easily distracted audience Viral video marketing = views + shares SOCIAL VIDEO Aims for focussed attention Dependent on conversations Requires trusted source and message Successful formulas can be followed Content targeted to audience needs Builds a genuinely interested audience Social video marketing = views x engagement x value x acquisition

11 Global content The Date Heineken Wieden + Kennedy Global (phased) BACK TO BASICS

12 Global content The Date (making of) Heineken Wieden + Kennedy Global (phased) BACK TO BASICS 8,701,824 views 250,000 monthly users of Facebook app Nearly 2 million Facebook fans delivered in 6 months

13 Creation as campaign Simplify your life AT&T Zoopa/crowdsource US 286 videos / 43 states 43 million impressions 14,000 comments 350,000 uniques 36% visitors via sharing BACK TO BASICS

14 Spotting popular content PHILIPSHP Commercial tone, cliché concept 2 million views Cute, funny 8000 views (withdrawn) BACK TO BASICS

15 Brand communities mean Facebook pages 95% of Facebook users only ever view their Top News feeds Only 3-7.5% of Facebook users ever see brand posts on their feed Teenagers rarely revisit a branded Facebook page after joining 31% teenagers do not want to interact with brands on Facebook

16 Brand communities mean Facebook pages Source: Skyttle Friends BACK TO BASICS

17 Channels of communication ranked by: efficiency trust relevance consistency control value BACK TO BASICS

18 Facebook offline Coke village Coca-Cola Publicis Israel 35,000 updates daily 650 teenagers Facebook as a record of real world activity BACK TO BASICS

19 Facebook as facilitator Puma Social Club Puma Publicis Global 32 countries 17 hours of UGC Puma Q2 sales +14% BACK TO BASICS

20 No Facebook Underwear Liberation Bjorn Börg Starcom Europe 1,400 photos submitted 40 countries 12% sales increase during campaign period BACK TO BASICS

21 Gamification means games on your homepage BACK TO BASICS Brands need to get to grips with game theory, not game design Beware of trivialising consumer engagement You are not Sony or Nintendo Gaming isn’t new

22 Playing on Climb mount Asgard Berghaus Crab creative Online + 3,000,000 plays + 2,000,000 users Featured clothing lines sold out BACK TO BASICS

23 Playing mobile Kingmaker Fable III DDB, Play, MediaCom Europe + 100,000 players 70% active engagement post- launch 100% sales increase compared to Fable II BACK TO BASICS

24 Playing out Boot Tetris Volkswagon DDB, Play, MediaCom Australia Engaged 17,477 people Generated 430% more brochure requests than online component Exceeded sales targets by 25% BACK TO BASICS

25 A final word on online behaviour

26 Mark St. Andrew | Editor, Cream | Twitter: MediaMarksy Jamie Clohesy | Commercial manager, Cream | Twitter: jamieclohesy


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