Fully Integrated: How Digital Agencies Are Becoming Agencies

© 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 1
Fully Integrated:
How Digital Agencies are Becoming Agencies
hello.
John Noe, CEO + Managing Partner
Brian Carley, SVP Executive Creative Director

AND WE’RE
CAUGHT IN
THE MIDDLE
There’s a shift happening

Our audience is changing.
(Enter the Millennial)

Consistent themes emerge.
Highly social.
Gamers.
Highly educated.
Choice matters.
Cause focused.

The tools are changing.
2005 2006 2007 2010

How people consume content is changing.
Second screen,
Social TV,
etc.
Convergence,
Native content,
etc.
SIMULTANEOUS
DEVICES
SMARTER
DEVICES
77%of the time we’re using
the TV we’re also using
another device
38%of our daily media
interactions occur on
a smartphone. 60%
of which happens at
home.

And in an On-Demand culture,
Netﬂix Chief Content Ofﬁcer
Ted Sarandos said that
House of Cards was their
most-watched program

Traditional Media
A suitably large audience can be addressed
through placement in time and space.
Digital + Social Media
A suitably large audience can be addressed through
engagement with cultures and communities.
them thema friend the internet
us us
Fundamentally changing how we reach audiences.

Our audience is connected. As is their journey.
“Traditional” E-Mail/Direct Retail Loyalty Social
Joe Megibow SVP/GM of
Omni-Channel eCommerce
joins American Eagle from
like Expedia. They open
their SF HQ focused around
omnichannel business
strategy aimed at drawing
talent from Silicon Valley.
122%
growth in mobile
commerce since
last year

Service
Support
Awareness
Community
Acquisition
Loyalty
Today’s
Digitally
Integrated
Customer

YESTERDAY
TODAY +
TOMORROW
Rokkan,

2000
In
We started Rokkan.

When computers looked like this.

22Charles Bae
24John Noe
When we were
22Chung Ng

And over the years, we made stuff.

Working with people like
at a lot of different agencies.

TODAY
And
We’re an agency.

3
NEW YORK
CHICAGO
LOS ANGELES

DIRECT TO
CLIENT

USEREXPERIENCE
PRODUCT+PLATFORM
DEVELOPMENT
SOCIAL
LOYALTY
VISUALDESIGN
BRAND+MARKETING
PR+MEDIA
QA
MOBILE
CONTENT+FILM
PROJECT
MANAGEMENT
PROJECT MANAGEMENT
STRATEGY + PLANNING
ACCOUNT MANAGEMENT
Yesterday.
Today + Tomorrow.
By discipline.
By practice.

THREE
THINGS THAT
SHAPED US
The

BRANDED
CONTENT
TEST +
LEARN
ALWAYS
ON
#2 #3

MOVING
FURTHER UP
STREAM
Shifting role:

Clients asking us to create
websites and campaign
work, already conceived.
Where we work to develop an
approach based research, strategy,
planning and a lot of ideation.
Shift from... A strategic partnership...
A To

CHANNEL
AGNOSTIC
APPROACH
Taking a
Business need Consumer need
And a customer centric approach.

DISCOVERY
A strategic starting point.
IMMERSION INVENTION PLANNING
Business need
Consumer need
For Dish: We held stakeholder
interviews with everyone from the
CEO to customer service and tech
support teams sitting on calls at
multiple call centers.
For Chipotle: We worked at locations
in various markets getting to know
the staff, their duties, their issues, and
their culture.
For JetBlue: We held focus groups
and panels as we developed concepts
and ideas, testing them against
against real customers.
Vision Operations
Technology + Logistics
Brand + Marketing
Customer Service + Support
Targets Segmentation
Creative Strategy
Messaging + Positioning
Channel Strategy
Concept Development Prototyping
3rd Party Research + Analytics
Surveys + Panels
Interviews + Focus Groups
Consumer Insights
Personas
Triggers + Motivators
Key Use Cases
Launch Strategy + Planning

WE HAD TO
SHIFT OUR
MINDSET
But more importantly,

We’re in the business of making
really great digital things.
We’re in the business of really great ideas that translate
seamlessly into a highly connected digital world.
FROM
TO

GIVING CLIENTS
THINGS THEY DIDN’T
ASK FOR
Simply put,

HOW IT’S
ALL COMING
TOGETHER
And this is

The company needed to refresh their website
and build a mobile app to allow for a more
convenient way to book ﬂights.
We created an award winning website,
completely re-imagined their loyalty program and
designed one of the most highly functional airline
mobile all while trying to bring “humanity” back to
the digital airline experience.
JetBlue
The ask:
The solution:

The relaunch of JetBlue.com dropped online customer complaints by 97% and increased TruBlue
conversions, TrueBlue bookings, travel searches and travel bookings signiﬁcantly. The app
continues to grow in popularity and accounts for a healthy percentage of their online conversion.
JetBlue Digital Refresh

The new Getaways experience saw a 33% increase in Getaways revenue, signiﬁcantly out-
pacing all initial KPIs and success metrics.
Getaways Relaunch

To launch a new multi-
platform AAA title in a
highly saturated market
with a goal of 1 million
units sold.
We created an award winning
campaign that touched every
single outlet that the highly
social, savvy and active ‘gamer’
spends time in, and beat their
goal.
Dishonored
The ask: The ask:

DIGITAL.
dishonored.com

INCLUDING AN IPHONE GAME
THAT LETS PLAYERS SLICE RATS
INTO PIECES
rat assassin

WE MADE
A LOT OF
VIDEO
CONTENT.
E3 launch trailer
game play trailer
developer documentaries
game play videos

AND SOME OF THEM
WERE PRETTY
AWESOME.

As digital AOR for Fancy Feast Rokkan
partners with the brand on everything from
crafting their voice and storytelling in the social
space to overarching portfolio strategy and
optimizing their digital footprint.
Getting Fancy

With Fancy Feast’s new product hitting shelves, Rokkan
created an awareness campaign highlighting the love
both humans and cats share for cheese.
We partnered with Liz Thorpe the resident cheese
monger at Murray’s Cheese in NYC to launch the Fancy
Feast Cheese Affair. The campaign served as the launch
of the brand’s Pinterest page and featured a “Pin to Win”
sweepstakes which had more than 28k registrations over
four weeks.
Additionally, we built CheeseAffair.com on Tumblr -
making Fancy Feast the ﬁrst Purina brand to leverage
the platform - and allowing for increased discovery and
share-ability of the rich content we were producing.
A Cheese Affair

April Fools’ Day is played out by almost every major brand
in social media, and this past year cats seemed to be
one of the leading topics of conversation. Fancy Feast
joined the conversation with the announcement of the
latest reality television show “The Real Housecats of St.
Louis” on Facebook and Twitter.
The prank was featured by several publications including
The Hollywood Reporter, MSN Entertainment and
Hufﬁngton Post Comedy.
The Facebook post was seen by 1,000,000 people and
the #RealHousecats generated 30,222 total impressions,
with many fans begging that this announcement not be
an April Fools joke.
April Fools

Creating content that’s ownable and un-mistakingly your brand is
imperative. We were able to to do just that with our “Fancy This With
That” From afar cats and fashion seem like a daring pair, but from what
we’ve seen they were made for each other, and the fashionista’s notice --
approaching the brand about a partnership for New York Fashion Week all
about cat couture.
Designer Malan Breton created three outﬁts inspired by the Fancy Feast
white cat that were featured as a part of his runway show. With our
Fancy booth promoting all things cat fashion and Fancy Feast’s presence
throughout the shows at the Metropolitan Pavilion and the exclusive
evening after parties, who knows what cat-inspired pieces we’ll see on
the catwalk next year!
Fancy Fashion

HIRING
THE RIGHT
PEOPLE
Operational shift:

Starting from a clean
and blank slate. What
we’d make would be
up to us.
Creating non-
digital content and
experiences, but also
“being” the brand 24-7.
Not just analytics
reporting post-
campaign, but shifting
our approach in real-
time while live.
Strategy +
Planning
Non-Digital
Execution
Measurement +
Optimization
We quickly needed to expand our core competencies.

OUR
FINAL
TAKEAWAYS
And

ISN’T EVERYTHING
DIGITAL THESE
DAYS?
So, let’s keep
making NEW things
together.
To fellow digital agencies:

DON’T LOOK FOR
AGENCIES WHO HAVE
ALREADY DONE IT BEFORE.
The world is changing
too quickly. Seek a fresh
perspective.

Thank you.

Fully Integrated: How Digital Agencies Are Becoming Agencies

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Fully Integrated: How Digital Agencies Are Becoming Agencies