3 Monkeys is a multi-award-winning comms agency based in central London: this is a short overview of our work in digital and social.

1. Digital & Social
Credentials
June 2015

2. Agency snapshot
Consumer, corporate, b2b, healthcare, digital
Award-winning track record
PR Week League Tables 2014
#15 independent agency
#15 technology
#17 consumer agency
£6.1 million
Fee income
Independent PR & Digital
Consultancy
Planners, journalists, medics, digital,
technology, linguists, lawyers, brand
gurus, content producers,
connectors, geeks67
Our people
Top 50 UK Social &
Digital playersTop
50 (PR Week 2014 Top Digital
Agencies)
37
Clients
11
Years old
Deep sector expertise

3. The company we keep

4. What we do
• Digital and social media
• Branded content
• Consumer and brand communications
• Business and trade communications
• Health and pharma communications
• Press office services
• Crisis and issues management
• Event production
• Corporate social responsibility
• UK and international campaigns

5. 3 Monkeys comprises:
• Experienced consultants to nail the
strategy
• Expert creatives to bring it to life
• Channel specialists to take it to
market
CONSULTING
• Research
• Insight
• Strategy
• Planning
THINK
DELIVER
CONTENT
• Copy
• Photography
• Video
• Design
• Build
How we do it
CREATE
ACTIVATION
• Publicity
• Social media
• Events / experiential
• Influencer marketing
We are agnostic in our
thinking for brands

6. Our philosophy
Doing the best work, for the best brands, with the best people. That’s
our mantra.
We are creatively-led, strategically-driven, digitally native and obsessed
with delivering campaigns that make people think, feel and do.
Everything we recommend is rooted in real insight. Our strategic rigour
comes from truly understanding your business, the market you’re
operating in and the audiences you are trying to influence.
At the core of our thinking is the “IQ and EQ” role in earned
communications to drive brand fame and love.
We are experts in crafting creative campaigns with multiple touch points
to tell your story in an authentic way which brings your brand values and
propositions to life. Our campaigns reach consumer, business and
internal audiences through social channels, traditional media, and via
experiential techniques.
We measure outcomes, not just outputs, so we can clearly identify how
our work is delivering to brand reputation and, ultimately, the bottom
line. Which is what it’s about, after all.

7. Full-service solution
We provide an end-to-end service in digital and social media
Strategy and planning – we have a rigorous process for
planning and creating content, from building a brand and
product ‘message house’ to transforming this into a content
calendar with topical, seasonal, weekly and reactive elements
Multi-channel – we work on Facebook, Twitter, YouTube,
Google+, Vine, Instagram, blogs… and more
Content and creative – a full suite of services to deliver great
content that entertains, informs, rewards and inspires – and
drives peer sharing and organic reach
Community management – the team has collectively over fifty
years’ experience in launching and building highly engaged
communities with engagement levels often substantially above
industry averages
Influencer engagement – working with influential voices in
social and online media is key to driving awareness, credibility
and brand preference – this is a key component of 3 Monkeys’
offering
Paid media – we plan and buy paid social across Twitter and
especially Facebook, where it’s vital to stimulate acquisition
and retention
Reputation management – we work to an established process
for dealing with questions, comments and complaints, adhering
to pre-agreed SLAs and escalation procedure
Reporting and evaluation – our in-house measurement system,
ROAR® has been praised by Martin Glenn, CEO of United
Biscuits, as “the best he’s ever seen from comms agency”

8. Content & creative
• Editorial content calendars
• Branded graphics
• Infographics
• Video production and post-production
• Competitions, games and quizzes
• Email templates
• Facebook apps
• Microsites

9. Content & creative: video examples
Click the images to view the videos
We enlisted Steph & Dom Parker of
Gogglebox fame to help explain the
forthcoming changes to pensions in their
own inimitable style for our client
Standard Life
James Buckley – star of cult TV show The
Inbetweeners – helps young Londoners to
get more out of Bing in our #BingItOn
campaign for Microsoft UK
Acclaimed singer-songwriter Gabrielle
Aplin was one of several artists playing
surprise gigs on trains and at stations in
our Summer Tracks project for First Great
Western

10. Community management
• Post creation and scheduling
• Content optimisation (by day of week, time of day)
• Managing and fulfilling competitions and quizzes
• Real-time channel monitoring
• Reputation management and issues resolution /
escalation
• Maintaining brand style / tone of voice
• Building social relationships with influencers to make
our content travel further
We manage Facebook and Twitter communities
for major brands – all day, every day

11. Influencer engagement
“Influencers are beacons of trust, authenticity
and knowledge in an ocean of social noise”
• We have successfully engaged and worked with
influencers on numerous social projects for clients
including Castrol, First Great Western, Microsoft,
Onken, McVitie’s and Lenovo
• We use specialist tools to identify and map influential
bloggers, YouTubers and social superfans
• They co-create content, promote competitions and
amplify our content and campaigns

12. Our tools & platforms
We use best-of-breed tools to help us plan, deliver, evaluate and optimise
across all social channels
We use Social Media Pro, a white-
label version of BrandWatch, to
track online conversation and
measure the effect of our content
and campaigns on brand buzz,
sentiment and influencer pick-up
Using industry-leading platform
Traackr, we are able to identify
new social influencers based on
keyword and keyphrase searches
3 Monkeys has built a bespoke
influencer management tool,
STOMP, which holds our
influencer databases, scores
online influencers and tracks
changes over time
We wouldn’t be without Sprout
Social – perhaps the best-
performing community
management platform on the
market. We schedule all content
through Sprout – which also
provides granular reports on
reach and engagement

13. Our 2014 in social…
The proof is in the numbers! Here’s what happened in 2014:
• We posted 9.6 thousand times onto social platforms
• We drove 420 thousand interactions with our content (likes, shares, comments, @mentions, retweets)
• This equates to an engagement rate of over 33%
• 336 thousand unique users were responsible for these interactions
• And they generated an organic reach of 258 million
Source: Sprout Social

14. Some examples of our work

15. Click to edit Master title style
Castrol UK
What?
• Launch Castrol masterbrand on UK social channels
• Support a shift in sales strategy towards B2C
• Drive brand awareness and consideration amongst mainstream UK motorists (i.e
outside of Castrol’s traditional core of automotive hobbyists and motorsport fans)
• Key challenge: promote a low-interest category to disinterested consumers!
How?
• We recognised that to attract and retain followers, we needed to provide emotional
reasons to engage with the brand before addressing the product / RTBs
• Our creative strategy: Castrol. LoveYourCar.
• We got consumers thinking about how vital their car is, how much of their lives it
enables and shares, the fantastic trips and great memories it has helped create
• We launched on Facebook, YouTube and Twitter in March 2014
• Sharable images, viral video, quizzes and ‘big bang’ competitions: light-hearted and
often humorous content that highlights the relationship we have with our cars – and
they have with us
Results?
• 82,000 new fans / followers
• 9,000 competition entries
• Over 500,000 video views
• 44 million social reach

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Jacob’s #SnackHappy
What?
• Introduce Jacob’s to a new, younger audience, and encourage people to think about its
products in new and exciting ways through social, experiential and traditional media
How?
• On 21 August, we launched the UK’s first savoury ice cream parlour in Central London – bringing a
range of savoury ice creams inspired by Jacob’s products to adventurous consumers…
• Kicked off with a media and influencer launch event, the parlour was open to the public for three
days following
• Our ice-cream flavours were: A Pint of Ale & a Packet of Twiglets, Blue Cheese & Jacob’s Cream
Cracker, Mini Cheddar Chutney, Tangy Tomato Sorbet, Avocado Crunch, and Salmon & Chive
• The team brought the #SnackHappy Parlour to United Biscuits’ HQ in Hayes, offering employees
the chance to sample the flavours
Results?
• Using our social currency of ‘Tweet for a treat’ we generated 1,192,027 impressions for
#SnackHappy and 566,812 impressions for @JacobsSnacks
• 1,500 samples distributed over the three days
• Media reach 32.9 million
• 34 pieces of coverage
• Metro, Daily Mail Online, Independent, Mirror
• 919 new followers for @JacobsSnacks
• 96% positive sentiment

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HIT Entertainment
What?
• HIT Entertainment – a division of Fisher-Price – is one of the world's leading pre-school
entertainment companies and home to much-loved brands including Thomas & Friends, Bob
the Builder and Pingu
• 3 Monkeys was appointed by HIT UK in summer 2014 to manage and develop the Facebook
and Twitter presence of three key brands: Thomas & Friends, Fireman Sam and Mike the
Knight
How?
• We understood that Thomas, Sam and Mike each have a latent power to entertain, educate
and inspire simultaneously – and that this could be leveraged to create great content and
campaigns that parents would recognise as both fun and beneficial to their children
• For all brands, we recognised the importance of variety and visual storytelling to keep children
and parents hooked: with the use of bespoke imagery, text, graphics, video, games, puzzles,
quizzes and trivia we were able to create a highly shareable mix of content that drove both
engagement and community growth
Results?
• We reversed a decline in two channels and have driven substantial social growth across all
three brands
• Acquired over 63 thousand new fans and followers – a 65% increase
• Over 120 thousand unique users have interacted with our social content
• We have achieved a social reach of over 22 million

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Autographer
What?
Autographer was the world’s first intelligent, wearable camera, custom built
to enable automatic, hands-free image capture. This was not only the
launch of a new product, it was the birth of a totally new product category.
We launched Autographer on Facebook and Twitter in 2013 with the aim of:
• Establishing it amongst the photography and wearable tech
community
• Building desire for the product and driving traffic to the Autographer site
How?
• We realised that the key component of our content strategy had to be
content from the device itself – especially in order to justify its premium
price point
• We initiated social collaborations with influential artists, architects, travel
writers, photographers, ethnographers and bloggers, who all used
Autographer to create content for us
• We also collaborated with relevant partners such as Getty Images,
Magnum, Rankin and Lulu Guinness
Results?
• A highly engaged social community of over 40,000 (over 30,000 on
Facebook)
• Extremely high levels of content sharing from the Facebook page
• Stephen Fry heroed the Autographer on Twitter, causing record levels of
traffic to the site

19. Thank you!
Questions?
020 7009 3100 | hugh.burrows@3-monkeys.co.uk
www.3-monkeys.co.uk