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com @gauravonomics 360° Marketing Redux 2020 Social: Because Business is Social firstname.lastname@example.org @gauravonomics
Old 360° Marketing Campaigns . Step 1: Identify a brand message that represents the brand values . Step 2: Produce a TVC to communicate the brand message and adapt the key visual to print etc. . Step 3: Buy ads to promote the message across channels . Step 4: Repeat with a new TVC with a different creative twist on the brand message TV Commercial TV Print Radio Billboards Direct Mail Digital In-Store PR & Events
Old 360° Marketing Campaigns The brand starts and ends with zero attention in spite of high ad spends. As TVC-centric campaigns don t really build upon previous campaigns Attention Campaign 1 Campaign 2 Campaign 3 The old role of the campaign was to maximize reach and frequency of the brand message. Time
Saatchi & Saatchi: Lovemarks . Lovemarks are brands that score high on both love and respect . Three ingredients of love: mystery, sensuality and intimacy Source: http://lovemarks.com
Seth Godin: Ideavirus . An ideavirus is an idea that spreads on its own, like a virus. . Similar to the contagious idea concept from Publicis Source: http://www.sethgodin.com/ideavirus http://contagious-stuff.com
com http://gapingvoid.com . Related to Gaurav s concept of Ideasliver: a social object that you can own. Source: http://zengestrom. A social object is an idea that connects people. .Jyri Engestrom: Social Object . People don t just connect to each other. . They connect through a shared object.
. partners and customers into evangelists? Step 1: Identify Passion Step 2: Ignite Passion Step 3: Scale Passion Select a BIG lifestyle. The BIG question for organizations in the 21st century: how to convert employees. existing social platforms. Build a focused community Build scale by leveraging interest.How To Scale Passion? Brands can scale the passion of their evangelists by building and nurturing (online) communities. or cause. around it.
Step 2: Build an online community around the social object . interest or cause) that is connected with the brand values . Step 3: Create a campaign to energize evangelists across channels .New 360° Marketing Campaigns . Step 4: Repeat with a connected campaign around the same social object Community Print Radio Billboards Direct Mail Digital In-Store PR & Events TV . Step 1: Identify a big social object (lifestyle.
New 360° Marketing Campaigns They add new layers to the community each time and grow attention over time. As community-centric campaigns build upon the work done in the previous campaigns Content + Community + CRM Campaign 3 The new role of the campaign is to recruit evangelists into the brandAttention hosted community. Campaign 1 Campaign 2 Time .
Campaign Calendar Content Calendar Community Platform CRM Program What How To attract evangelists Reason to participate To retain evangelists Opt-in & permission To grow organically Sharing with friends To direct behavior Referrals & rewards . community and CRM right to really connect campaigns. Brands need to commit to a community-centric strategy for the long term to benefit.New 360° Marketing Campaigns Brands need to get content.
One: From TVC-centric campaign to communitycentric campaign . Three: From standalone campaigns to a series of campaigns that build upon each other . Two: From inside-out brand message to outside-in social object . Six: From measuring success based on reach and frequency to participation Time Attention Content + Community + CRM Campaign 1 Campaign 2 Campaign 3 Campaign Calendar Content Calendar Community Platform CRM Program To attract evangelists To retain evangelists To grow organically To direct behavior . Four: From standalone content pieces to permission-based content streams . Five: From linear adsupported growth to viral organic growth .Six Shifts in 360° Marketing .
360° Marketing Case Study: Pepsi Refresh 360° Marketing Case Study: Pepsi Refresh .
com/watch?v=JHboqbcjGSQ . Overall.com/watch?v=uRu9HO_tIpw http://www.youtube. Pepsi spent $142 million on Super Bowl ads in the last decade . Most Pepsi Super Bowl ads were full music videos with top celebrities which went viral with million plus views on YouTube . Pepsi spends more than half its marketing budget on TV Source: http://youtube.Pepsi s Super Bowl Love Affair .
PepsiCo committed to the promise of performance with purpose : delivering growth by investing in a healthier future for people and our planet. Source: http://pepsico.com.com . In 2009. http://thepromiseny.The Promise of PepsiCo .com. http://pepsico10.
Global Director of Digital and Social Media.Pepsi: Moments to Movement Frank Cooper. Chief ConsumerEngagement Officer. PepsiCo Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment. more about a movement. My primary role involves thinking about How do we start integrating social media into the overall organization?" Bonin Bough. PepsiCo .
Now it s your turn. In January 2009.i. Pepsi launched its Refresh rebranding with a Forever Young TVC featuring Bob Dylan and Will.Pepsi Refresh Anthem . Source: http://youtube. Every generation refreshes the world.com/watch?v=MNVxeBglwxo .am .
Source: http://refresheverything. The earlier version of the Pepsi Refresh website showcased content and contests that focused on refreshing various aspects of popular culture.com .Pepsi Refresh Everything .
In September 2009. Pepsi tied up with Will.i.realitydigital.com http://pepsi. Source: http://ultimaterefresh.am to launch a contest to create a user-generated video and music track of the single "La La La" from LMFAO.Pepsi Refresh Studio .net .
Pepsi launched the Pepsi Refresh Project with a budget of $20m and an intent to support ideas that refresh local communities. Based on the Pepsi Optimism Project (POP) Survey findings: Americans believe that the best ideas are more likely to come from "normal people" as opposed to public figures. In January 2010.com .The Pepsi Refresh Project . . Source: http://refresheverything.
However. Source: http://youtube.Pepsi Refresh: One People TVC . Pepsi let go of its Super Bowl opening ad position for the first time in 23 years. .com/watch?v=2fS39FitsoQ . The One People TVC for Pepsi Refresh aggressively promoted online.
com . totaling to $1. $50k and $250k. Leader board for the most popular ideas.Pepsi Refresh: Game Mechanics . 32 grants of $5k. Up to 1000 ideas can be submitted in six categories each month with voting in the next month. .3m each month. $25k. Each month is effectively a new campaign. . Source: http://refresheverything.
Pepsi also tied up with GOOD. . Respected thought leaders from GOOD act as Refresh Ambassadors (and community managers) in each category. Global Giving.Pepsi Refresh: Ambassadors . Do Something and City Years as cause marketing partners.com . Source: http://refresheverything.
Blog posts include a combination of announcements. case studies and grantee stories to energize and educate the community.Pepsi Refresh: Blog .com . Written by six category ambassadors from Good. how-to tips. . Source: http://refresheverything.
com . Source: http://refresheverything.Pepsi Refresh: Showcase . All funded ideas are showcased and their progress tracked on the idea blog.
or via a widget on their blog or website. Source: http://refresheverything. . Contestants can promote their ideas via updates on social networks like Facebook and Twitter. The Pepsi Refresh voting app on Facebook shows ideas your friends support and has more than 50k users.com .Pepsi Refresh: Virality .
Pepsi Refresh: Brand Website .com . Source: http://pepsi. most of which are thematically related to the Pepsi Refresh Project theme. The Pepsi brand website promotes the Pepsi Refresh Project along with other current brand promotions.
Pepsi Refresh: Facebook . Source: http://facebook.com/refresheverything . Customized landing tab on Facebook to showcase the highlights of the project.
com/refresheverything .Pepsi Refresh: Facebook . Source: http://facebook. Tab to showcase MTV VJ s road trip across America to meet the Pepsi Refresh grant recipients.
com/refresheverything .Pepsi Refresh: Facebook . Tab to showcase Pepsi Refresh Celebrity Challenge where Demi Moore and Kevin Bacon promoted their favorite causes. Source: http://facebook.
In the run up to the FIFA World Cup. Pepsi Refresh tied up with the US soccer team to run a contest where three players promoted their favorite ideas Source: http://ussoccer.com/pepsirefresh .Pepsi Refresh: One Goal in Mind .
Pepsi Refresh ran a contest with NASCAR where three drivers promoted their favorite charities. Source: http://nascar.Pepsi Refresh: NASCAR Contest .html .com/promos/pepsirefresh/index.
com .Pepsi Refresh: Cherry Goodness . Pepsi Refresh contest where consumers can win $5000 for themselves and $5000 to support their favorite charity by finding one of the 100 specially marked Pepsi Cherry products. Source: http://refresheverything.
com . . 2m registered users by end-May. . . Added 200k new Facebook fans in Super Bowl week.Pepsi Refresh: Results . Source: http://refresheverything.000 tweets (175 million Twitter impressions) by end-May. Over 500k new Facebook fans by end May. 60. 5m unique visitors a month. .
Pepsi Refresh: Canada . totaling to $200k each month.ca . Source: http://refresheverything. Pepsi is now starting the Pepsi refresh Project in Canada. $25k. . $50k and $250k. 10 grants of $5k.
Six Shifts in 360° Marketing . One: From TVC-centric campaign to communitycentric campaign From To .
Two: From inside-out brand message to outside-in social object From To .Six Shifts in 360° Marketing .
Six Shifts in 360° Marketing . Three: From standalone campaigns to a series of campaigns that build upon each other From To .
Four: From standalone content pieces to permission-based content streams From To .Six Shifts in 360° Marketing .
Five: From linear adsupported growth to viral organic growth From To .Six Shifts in 360° Marketing .
Six: From measuring success based on reach and frequency to participation From To .Six Shifts in 360° Marketing .
360° Marketing Case Studies: International 360° Marketing Case Studies: International .
CocaCola launched its Expedition 206 campaign. interviews and pictures.com/ . Three chosen Happiness ambassadors will tour 206 countries where Coca-Cola's is sold to seek out "what makes people happy" around the world.expedition206.Coca-Cola: Expedition 206 . videos. the World Cup in South Africa and the World Expo in Shanghai and share their experiences on blog posts. They will attend events like the Winter Olympics in Vancouver. In January 2010. Source: http://www. . tweets. .
. It is now creating localized groups that will enable offline events around Benetton s campaigns. . Benetton launched a contest to find the models and creative talents like photographers to drive their next advertising campaign.Benetton Its My Time .com/ . In 2010. Source: http://casting.benetton. 65000+ submissions later. Benetton has made the platform a permanent talent-based community.
Mountain DEW launched White Out. Fans selected three flavors. . In July 2009. Source: http://dewmocracy.com . Mountain DEW launched the year long DEWmocracy campaign to ask its fans to select its next drink.Mountain DEW DEWmocracy . names. In July 2010. designs and advertising for their favorite flavors and promote them. . then split up into three flavor nations to create the colors.
100 selected agents drove around the pre-launch Ford Fiestas for six months and shared their experiences on social networks. In chapter 2. . Ford launched a year long Fiesta Movement campaign in anticipation of the arrival of Ford Fiesta in the US. .fiestamovement. In 2009.Ford Fiesta Movement .com.com . Source: http://fiestamovement2. http://chapter1. In chapter 1. the agents split up into 20 groups across 16 cities and collaborated with local talent to create the Ford Fiesta advertising.
360° Marketing Case Studies: Indian 360° Marketing Case Studies: Indian .
000 registered members but active users are low due to neglect.com . Source: http://sunsilkgangofgirls.Sunsilk Gang of Girls . Sunsilk created the Gang of Girls community for young girls to connect with each other and discuss fashion and grooming. The community has over 7. In 2006. .50.
. Tata Tea relaunched Jaago Re as a social network for citizen action. . From waking up with tea to waking up as a citizen . Jaago Re catalyzed an entire ecosystem of citizen action initiatives during the 2009 Lok Sabha elections and more than 650.Tata Tea Jaago Re . Later.000 first time voters registered to vote. Source: http://jaagore.com .
TOI launched Lead India as a talent hunt contest to find the next generation of Indian leaders. . In 2007-08. Source: http://lead.com/ . TOI launched Lead India 09 to engage Indian youth in the Lok Sabha elections. In 2009.timesofindia.TOI s Lead India .
Source: http://saveourtigers.Aircel Save Our Tigers . In 2009.com . but has been criticized for not creating any opportunities for action beyond pledging to save the tiger. Aircel tied up with WWF to launch the Save Our Tigers campaign to promote awareness about tiger conservation. . Aircel Save Our Tigers has more than 200k fans on Facebook.
Idea Cellular My Idea . During the 2009 Lok Sabha elections.in . .co. participatory governance and environmental sustainability. rural education. Source: http://myideas. Idea asked users to share their ideas that can change India via SMS. Idea s ads with Abhishek Bachchan have focused on mobile phones changing how we look at caste relations. Idea Cellular has built its marketing campaigns on the theme of an idea can change your life . .
Godrej created a browser-based 3D virtual world called GoJiyo to associate its aging brand with youth and innovation.25L registered users.Godrej GoJiyo Virtual World . In 2010. . Gojiyo claims to have 1.com . Source: http://gojiyo.
Source: http://jiyolife.Club Mahindra JiyoLife .com . . In 2010. but the microsite doesn t really have community elements.000 fans on Facebook. Jiyolife has almost 38. Club Mahindra launched JiyoLife to celebrate moments of joy.
Since 2008.com .000 fans on Facebook. . Youngistaan has more than 152. but disconnected contests.Pepsi Youngistaan . Source: http://youngistaan. but the microsite doesn t really have community elements. under the Youngistaan umbrella. Pepsi has been creating a series of high-engagement.
The winner will get Rs.Your Lays Flavor . 50L plus 1% of the sales turnover from the new flavor. Lays launched the year-long Your Lays Flavor campaign where it asked consumers to decide its new flavor.com . Source: http://yourlaysflavour. In 2009. .
com @2020social email@example.com @gauravonomics Ask Us How 2020social.com @2020social firstname.lastname@example.org @gauravonomics .com contact@2020social.Ask Us How 2020social.com contact@2020social.
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