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Crea'ng	
  Award-­‐
Winning	
  Integrated	
  
Marke'ng	
  
Campaigns
                    Jane8e	
  Toral	
  
            h8p://digitalfilipinoclub.com	
  
            h8p://searchprofileindex.com	
      1	
  
TV	
                   PRINT	
             POS	
                CRM	
  

 digital	
                digital	
          digital	
            digital	
  

     social	
                social	
           social	
             social	
  
         game	
                 game	
               game	
               game	
  


    mobile	
                mobile	
           mobile	
             mobile	
  




                    Going	
  Digital	
  
Despite	
  this	
  stability,	
  overall	
  engagement	
  is	
  on	
  the	
  rise.	
  
Social	
  networking	
  now	
  dominates…	
  

    Select	
  Monthly	
  Online	
  Ac/vi/es	
  (%)	
  	
                                                                          2009	
       2010	
       2011	
  
    Visi'ng	
  Social	
  Networking	
  sites	
  	
                                                                                 51*	
        53	
         82	
  
    Search	
  	
  	
                                                                                                               58	
         76	
         80	
  
    Instant	
  messaging	
  	
                                                                                                     63	
         68	
         69	
  
    Internet	
  Portal	
  	
                                                                                                       54	
         73	
         67	
  
    Visi'ng	
  public	
  chat	
  rooms	
                                                                                           54	
         67	
         65	
  
    Email	
  	
                                                                                                                    63	
         65	
         64	
  
    Played	
  games	
  online	
  	
                                                                                                53	
         45	
         54	
  
    Listen	
  to	
  songs	
  in	
  music	
  websites	
                                                                               -­‐	
        -­‐	
      45	
  
    Downloaded	
  or	
  uploaded	
  music	
  files	
  online	
  	
                                                                  25	
         37	
         37	
  
    Shared/posted	
  something	
  online	
  that	
  you	
  created	
                                                               15	
         24	
         36	
  


                                                                                                           Realign	
  resources	
  to	
  adopt	
  social	
  media!	
  
        Ac'vi'es	
  showing	
  significant	
  increase	
  at	
  95%	
  confidence	
  levels	
  between	
  2009	
  and	
  2011	
  
   *	
  Note.	
  The	
  2009	
  figure	
  for	
  social	
  networking	
  includes	
  community	
  groups	
  /forums	
  
   Base:	
  Past	
  month	
  Internet	
  users	
  aged	
  10+	
  across	
  Na'onal	
  Urban	
  Philippines	
  
   Source:	
  Yahoo!-­‐Nielsen	
  Net	
  Index	
  2010,	
  2011	
  
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  	
  
(Media	
  Sharing	
  category)	
  
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  
Awards	
  2010	
  (Social	
  Network	
  category)	
  
• Online	
  contest	
  open	
  to	
  all	
  
        sulit.com.ph	
  members	
  

        • Suli'zens	
  were	
  asked	
  to	
  
        create	
  their	
  own	
  Valen'ne’s	
  
        Day	
  postcard	
  for	
  their	
  loved	
  
        one	
  using	
  any	
  computer	
  
        sohware,	
  with	
  a	
  5.83	
  x	
  7.87	
  	
  
        dimension	
  and	
  email	
  it	
  to	
  
        sulit.com.ph	
  

Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  (Forum	
  category)	
  
Creating Award Winning Integrated Marketing Campaigns
TV	
                PRINT	
             POS	
                CRM	
  

 digital	
             digital	
          digital	
            digital	
  

     social	
             social	
           social	
             social	
  
         game	
              game	
               game	
               game	
  


    mobile	
             mobile	
           mobile	
             mobile	
  




     But	
  we’re	
  missing	
  	
  
        something	
  
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  (Social	
  Network	
  category)	
  
Brand	
  Background	
  
	
  Real	
  Leaf	
  green	
  tea	
  is	
  the	
  newest	
  
    ready-­‐to-­‐drink	
  (RTD)	
  tea	
  in	
  the	
  market	
  
    launched	
  mid-­‐2009.	
  

	
  Real	
  Leaf	
  is	
  brewed	
  from	
  100%	
  whole	
  
    green	
  tea	
  leaves,	
  naturally	
  packed	
  
    with	
  Theanine,	
  with	
  a	
  delicious	
  hint	
  of	
  
    fruit	
  and	
  honey.	
  	
  

 The	
  Challenge	
  
 •  Reinforce	
  strong	
  challenger	
  status	
  by	
  demonstra'ng	
  
    that	
  key	
  influencers	
  have	
  already	
  switched	
  into	
  the	
  
    brand	
  




   Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  (Blog	
  category)	
  
In	
  2009,	
  Havaianas	
  created	
  a	
  movement	
  calling	
  people	
  to	
  only	
  "wear	
  original"	
  
       Havaianas	
  flip-­‐flops	
  and	
  curb	
  the	
  prolifera'on	
  of	
  local	
  imita'ons	
  and	
  products	
  that	
  
                                                  bastardized	
  the	
  brand.	
  




	
  
          Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  (Media	
  Sharing	
  category)	
  
Slurpee	
  /	
  Grand	
  Chase	
  




          Purchase	
  a	
  22oz.	
  Slurpee	
  	
  
         Grand	
  Chase-­‐themed	
  Flavor	
                                   Add	
  P2.00	
  and	
  get	
  1	
  of	
  9	
  
                                                                                  Collectible	
  Item	
  
                                                                                 Redemption	
  Cards	
  


                                                                               Find	
  the	
  Slurpee	
  /	
  
                                                                                 7-­‐Eleven	
  NPC	
  
                                                                                 within	
  Grand	
  
                                                                                Chase	
  and	
  enter	
  
                                                                                    your	
  code	
  
 Get	
  these	
  awesome	
  In-­‐Game	
  items!	
  
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  (Virtual	
  Worlds	
  /	
  Gaming	
  category)	
  
The	
  MARLBORO	
  Black	
  Lounge	
  


                                                                                   An	
  online	
  member-­‐get-­‐
                                                                                   member	
  promo/on	
  which	
  
                                                                                   aimed	
  to	
  grow	
  the	
  number	
  of	
  
                                                                                   Marlboro	
  Adult	
  Smoker	
  
                                                                                   Database	
  members,	
  while	
  at	
  
                                                                                   the	
  same	
  'me	
  support	
  the	
  
                                                                                   launch	
  of	
  the	
  brand’s	
  newest	
  
                                                                                   variant	
  –	
  Marlboro	
  (Black)	
  
                                                                                   Menthol.	
  

                                                                                   *Promo	
  period:	
  Sept	
  1	
  –	
  Oct	
  5,	
  or	
  when	
  
                                                                                   the	
  50	
  Black	
  Lounges	
  are	
  completed	
  –	
  
                                                                                   whichever	
  comes	
  first.	
  




Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  (Virtual	
  Worlds	
  /	
  Gaming	
  category)	
  
Photo,	
  Video,	
  Media	
  
  Sharing	
  Category	
  




 What	
  I	
  Want	
  for	
  
 Christmas	
  Photo	
  
     Contest	
  
7-­‐Elec/ons	
  Gulp	
  Your	
  Vote	
  




Loca5on-­‐Based	
  Category	
  
Social	
  News,	
  
  Bookmarking,	
  
  and	
  Media	
  
  Vo5ng	
  
  Category	
  


 Clear	
  Swap	
  
 Challenge	
  
TV	
                 PRINT	
             POS	
                CRM	
  

 digital	
              digital	
          digital	
            digital	
  

     social	
              social	
           social	
             social	
  
         game	
               game	
               game	
               game	
  


    mobile	
              mobile	
           mobile	
             mobile	
  




            Offline	
  is	
  important	
  for	
  an	
  
             integrated	
  approach.	
  
Book	
  reference:	
  Brains	
  on	
  Fire	
  
The	
  Challenge:	
  Making	
  the	
  Award	
  
 Winning	
  Experience	
  Available	
  to	
  
            Entrepreneurs	
  
   (including	
  to	
  digital	
  entrepreneurs)	
  
Disrup've	
  Diva	
  
•  Social	
  tools	
  (product,	
  story,	
  usage	
  behaviors)	
  
   to	
  reclaim:	
  
    –  Social	
  space	
  
    –  Social	
  arrival	
  




                                           Source:	
  h8p://mobileyouth.org	
  
Fascinate	
  book	
  
	
  by	
  Sally	
  Hogshead	
  
Creating Award Winning Integrated Marketing Campaigns
Help	
  us	
  	
  
Fascina'ng	
  the	
  audience	
  
    Digital,	
  Print,	
  and	
  Offline	
  




              Business	
  Model	
  Genera'on	
  book	
  
Fascinate	
  book	
  
                                  	
  by	
  Sally	
  Hogshead	
  



Fascinate	
  book	
  
	
  by	
  Sally	
  Hogshead	
  
Howtofascinate.com	
  
Home,	
  Hangout,	
  Hideout	
  

Study	
  the	
  market	
  where	
  they	
  are.	
  




                                       Source:	
  h8p://mobileyouth.org	
  
Brand	
  vs.	
  fan	
  ambassador	
  
•  No	
  more	
  big	
  ideas.	
  
•  Ideas	
  from	
  ground-­‐
   up.	
  

   Yahoo	
  Purple	
  Hunt	
  2009	
  
We	
  buy	
  with	
  
                                       emo'on	
  and	
  
                                        jus'fy	
  with	
  
                                             logic	
  




Source:	
  h8p://mobileyouth.org	
  
Creating Award Winning Integrated Marketing Campaigns
h8p://enjoythebest.ph	
  
Inquirer.net	
  leads	
  in	
  Mobile	
  Content	
  	
  
and	
  Mobile	
  Marke'ng	
  for	
  Print	
  News	
  segment	
  
Fascinate	
  book	
  
                                             	
  by	
  Sally	
  Hogshead	
  




Business	
  Model	
  Genera'on	
  book	
  
TV	
                PRINT	
             POS	
                CRM	
  

     digital	
             digital	
          digital	
            digital	
  

         social	
             social	
           social	
             social	
  
             game	
              game	
               game	
               game	
  


        mobile	
             mobile	
           mobile	
             mobile	
  




Suppor'ng	
  each	
  other	
  online	
  and	
  offline.	
  

 Fascina'ng	
  the	
  audience	
  in	
  a	
  variety	
  of	
  
 ways	
  to	
  s'mulate	
  diverse	
  engagement.	
  
For	
  the	
  growth	
  of	
  e-­‐commerce	
  in	
  
               the	
  Philippines!	
  
h8p://slideshare.net/jane8etoral	
  
h8p://twi8er.com/digitalfilipino	
  

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Creating Award Winning Integrated Marketing Campaigns

  • 1. Crea'ng  Award-­‐ Winning  Integrated   Marke'ng   Campaigns Jane8e  Toral   h8p://digitalfilipinoclub.com   h8p://searchprofileindex.com   1  
  • 2. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Going  Digital  
  • 3. Despite  this  stability,  overall  engagement  is  on  the  rise.   Social  networking  now  dominates…   Select  Monthly  Online  Ac/vi/es  (%)     2009   2010   2011   Visi'ng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   Visi'ng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   Realign  resources  to  adopt  social  media!   Ac'vi'es  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  Na'onal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  • 4. Winner  of  DigitalFilipino  Social  Networking  Awards  2010     (Media  Sharing  category)  
  • 5. Winner  of  DigitalFilipino  Social  Networking   Awards  2010  (Social  Network  category)  
  • 6. • Online  contest  open  to  all   sulit.com.ph  members   • Suli'zens  were  asked  to   create  their  own  Valen'ne’s   Day  postcard  for  their  loved   one  using  any  computer   sohware,  with  a  5.83  x  7.87     dimension  and  email  it  to   sulit.com.ph   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Forum  category)  
  • 8. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   But  we’re  missing     something  
  • 9. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  
  • 10. Brand  Background    Real  Leaf  green  tea  is  the  newest   ready-­‐to-­‐drink  (RTD)  tea  in  the  market   launched  mid-­‐2009.    Real  Leaf  is  brewed  from  100%  whole   green  tea  leaves,  naturally  packed   with  Theanine,  with  a  delicious  hint  of   fruit  and  honey.     The  Challenge   •  Reinforce  strong  challenger  status  by  demonstra'ng   that  key  influencers  have  already  switched  into  the   brand   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Blog  category)  
  • 11. In  2009,  Havaianas  created  a  movement  calling  people  to  only  "wear  original"   Havaianas  flip-­‐flops  and  curb  the  prolifera'on  of  local  imita'ons  and  products  that   bastardized  the  brand.     Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Media  Sharing  category)  
  • 12. Slurpee  /  Grand  Chase   Purchase  a  22oz.  Slurpee     Grand  Chase-­‐themed  Flavor   Add  P2.00  and  get  1  of  9   Collectible  Item   Redemption  Cards   Find  the  Slurpee  /   7-­‐Eleven  NPC   within  Grand   Chase  and  enter   your  code   Get  these  awesome  In-­‐Game  items!   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  
  • 13. The  MARLBORO  Black  Lounge   An  online  member-­‐get-­‐ member  promo/on  which   aimed  to  grow  the  number  of   Marlboro  Adult  Smoker   Database  members,  while  at   the  same  'me  support  the   launch  of  the  brand’s  newest   variant  –  Marlboro  (Black)   Menthol.   *Promo  period:  Sept  1  –  Oct  5,  or  when   the  50  Black  Lounges  are  completed  –   whichever  comes  first.   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Virtual  Worlds  /  Gaming  category)  
  • 14. Photo,  Video,  Media   Sharing  Category   What  I  Want  for   Christmas  Photo   Contest  
  • 15. 7-­‐Elec/ons  Gulp  Your  Vote   Loca5on-­‐Based  Category  
  • 16. Social  News,   Bookmarking,   and  Media   Vo5ng   Category   Clear  Swap   Challenge  
  • 17. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Offline  is  important  for  an   integrated  approach.  
  • 18. Book  reference:  Brains  on  Fire  
  • 19. The  Challenge:  Making  the  Award   Winning  Experience  Available  to   Entrepreneurs   (including  to  digital  entrepreneurs)  
  • 20. Disrup've  Diva   •  Social  tools  (product,  story,  usage  behaviors)   to  reclaim:   –  Social  space   –  Social  arrival   Source:  h8p://mobileyouth.org  
  • 21. Fascinate  book    by  Sally  Hogshead  
  • 23. Help  us     Fascina'ng  the  audience   Digital,  Print,  and  Offline   Business  Model  Genera'on  book  
  • 24. Fascinate  book    by  Sally  Hogshead   Fascinate  book    by  Sally  Hogshead  
  • 26. Home,  Hangout,  Hideout   Study  the  market  where  they  are.   Source:  h8p://mobileyouth.org  
  • 27. Brand  vs.  fan  ambassador   •  No  more  big  ideas.   •  Ideas  from  ground-­‐ up.   Yahoo  Purple  Hunt  2009  
  • 28. We  buy  with   emo'on  and   jus'fy  with   logic   Source:  h8p://mobileyouth.org  
  • 31. Inquirer.net  leads  in  Mobile  Content     and  Mobile  Marke'ng  for  Print  News  segment  
  • 32. Fascinate  book    by  Sally  Hogshead   Business  Model  Genera'on  book  
  • 33. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Suppor'ng  each  other  online  and  offline.   Fascina'ng  the  audience  in  a  variety  of   ways  to  s'mulate  diverse  engagement.  
  • 34. For  the  growth  of  e-­‐commerce  in   the  Philippines!   h8p://slideshare.net/jane8etoral   h8p://twi8er.com/digitalfilipino