This is the first of a monthly presentation to our internal teams showing some of the latest digital marketing efforts by brands around the world.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
10.2012

2. A VISUAL PHASE:
SOCIAL MEDIA AND IMAGES

3. JOHNNIE WALKER
take fans on inspirational, brand-related journeys while
STRATEGY: providing exclusive behind-the-scenes glimpses into the
whiskey’s world
IDEA: tell the story of the brand’s vibrant heritage using images
hire three popular Instagram users to take photos and
automatically feed images into to the Facebook Page
EXECUTION: through a unique app that creates an interactive timeline
by live-streaming them directly to the cover photo
MEASUREMENT: 10,000 new Instagram followers in one month and
became a suggested user to follow from Instagram
Source and Source

4. JOHNNIE WALKER

5. JOHNNIE WALKER

6. JOHNNIE WALKER
Shared Learnings:
• Getting content approvals at the speed of the social web
takes a dedicated team
• Trust the talent and leverage their base
• Let the talent capture the experience and let the agency/
brand insert the brand story
• Find a partner that is willing to WORK

7. UNICEF
adds perspective to aspiration-filled social networks and
STRATEGY: raise awareness for child poverty and the work of
UNICEF
IDEA: tell the story of the recipientswants/needs
outreach through images and
of the organization’s
create a fictional Pinterest profile of Ami Musa to feature
the less-than-luxurious desires of a 13-year-old girl from
EXECUTION: Sierra Leone, on a board called “really want these”
instead of scrumptious-looking dessert recipes, Musa has
pinned an image of hands holding plain rice
rather than an artfully tiled hot tub, Musa has pinned a
rusty faucet
Source

8. UNICEF

9. OREO
STRATEGY: celebrate Oreo’s 100and sharing amongwith growing digital fan base
sparks conversation
year anniversary
the
an image campaign that
launch a 100-day “Daily Twist” campaign that feature Oreos as part
IDEA: of the trending conversation of the day
although some cookie designs are predetermined, "the vast majority
of the work happens in real time: each morning the team homes in
on what's trending and what's right for Oreo, and every day is
EXECUTION: production day, with photo shoots involving real Oreos
current events tend to be of strong interest to the community: the
content performs at its best when the relevance and timeliness
come together, so they're not too late to the meme
saw 110% growth in fan interaction per social-media post (defined as
any combination of shares, likes or comments)
MEASUREMENT:
the company averaged 7,000 per post before the "Daily Twist"
launch. After, they reached an average of 14,700
Source

10. OREO

11. OREO

12. VOLVO
STRATEGY: position Volvo as the ultimate road trip vehicle
use the imagery associated with road trips to connect with likely
IDEA: Volvo owners in digital channels through the Volvo Joyride
promotion
hire a popular female blogger to go on a road trip in a Volvo and
EXECUTION: document the road trip via Pinterest
hold a contest through Pinterest, inviting users to pin things related
to their ideal road trip: cars, scenery, music, outfits, etc.
Volvo is optimistic enough on Pinterest to dedicate one of its three
MEASUREMENT: community managers to the platform full-time and plans to earmark
50 percent of its social efforts to the platform
Source

13. VOLVO

14. HOT POCKETS
raise awareness of Hot Pockets among a more diverse
STRATEGY: audience
IDEA: use awill make song and video with a Hot Pockets sharing
that
popular
people laugh and encourage social
spin
hire Snoop Dogg and license his popular song from the
90s “Drop It Like It’s Hot”
EXECUTION:
use Facebook to promote the video and drive new
Facebook engagements
(this sort of makes sense if you think about the natural
byproduct of Snoop’s favorite herbal remedy: the
munchies)
Source

15. HOT POCKETS

16. HOT POCKETS

17. HOT POCKETS

18. IT IS ABOUT BEING LOCAL:
LOCATION SERVICES RISE

19. BMW
lead the way to the new BMW 3 Series Touring launch (in
STRATEGY: Sweden) with a contest to invite user participation with
the brand
IDEA: engage with the audience using a virtual scavenger hunt
the new BMW car was “hidden” within a map of Sweden
and users can log-in with Facebook for their chance to
find the car on a dedicated website; users will know
EXECUTION: they’ve won when they find a bright red BMW 3 Series
embedded in the maps are blue BMWs that point the way
to the car, and blue stars give users a greater map area to
look in (users are assigned specific areas and ‘unlock’
additional frames the more they search)
the competition will ran for two weeks (or until someone
found the car) and every day, the search for the car will
get a little easier
Source

20. MAKE IT TIMELY:
INSTANTLY JUMP ON
CURRENT EVENTS

21. KEY LEARNINGS/
TAKEAWAYS

22. KEY LEARNINGS
• Promote across multiple channels.
• Quality matters.
• Time is of the essence.
• If you want people to do something, make
it worth their time and effort.

23. DISCUSSION/
QUESTIONS

24. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com