1. Telling Stories
Though Search
Search Council

2. IF YOU WANT TO FIGHT
THE DRAGON TURN TO
PAGE 20
IF YOU WANT TO TAKE
THE LONG WAY AROUND
THE MOUNTAIN TURN TO
PAGE 35
Search Council

3. Above the Line Media Great For Setting The Scene
Search Council

4. But, The Consumer No Longer Takes a Linear Path
Search Council

5. And this has become completely mainstream
Search Council

6. And Lots Of Other Factors Effect Behaviour
Seasonality /
competition
Device / Available
Time
Time of day /
Weather
Price / Offers
Friends & Fashion &
Influences
Search Council

7. We need a solution to manage the endless possibilities
Search Council

8. Search joins the dots
Search Council

9. Search and Story Telling
Discovery
–Search
Broadcast
Media
Website
interaction
Search
Remarketing
Defensive
Strategy
In-Store
Purchase
Online
Interaction
Search Council

10. Choose Your Own Adventure
Landing
Pages
Maps
Phone
Numbers
Mobile
Apps
Site
Listings
Search Council

11. Search Can Help You Choose How To Tell Your Story
TV/Radio
Press
Digital
Brand
Search
Volume
Real Time
Feedback
Planning
Team
Outdoor
Search Council

12. Search can work with different initiators of stories
Search Council

13. Horizon Launch
Background
Known for the fastest
broadband in Ireland, UPC
wished to focus on its
"extraordinary" new TV product
Campaign Objectives
1. Drive understanding
2. Communicate product superiority
3. Intrigue non-customers
4. Make it an easy purchase for non-customers
Search Council

14. Development Of Search Queries
2 weeks
pre launch
Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Some “What is
Horizon” searches
begin
1 week pre
launch
Launch
week
1 week
post launch
2+ weeks
post launch
More focus on TV
programming,
Broadband Speed
and Sports
Programming.
Users start to ask
about product
updates
“UPC Horizon”
overtakes general
UPC keywords.
Also questions
about Horizon
service develop
Users ask
functional
questions about
Horizon product
quality
“How to use
Horizon”
keywords
emerge. Also post
purchase support
keywords develop
Search Council

15. Development Of Search Queries
2 weeks
pre launch
Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Some “What is
Horizon” searches
begin
1 week pre
launch
Launch
week
1 week
post launch
2+ weeks
post launch
More focus on TV
programming,
Broadband Speed
and sports. Users
start to ask about
product updates
“UPC Horizon”
overtakes general
UPC keywords.
Also questions
about Horizon
service develop
Users ask
functional
questions about
Horizon product
quality
How to use
Horizon”
keywords
emerge. Also post
purchase support
keywords develop
Search Council

16. Focus on BB, TV Channels and Contact
UPC
Search Council

17. Development Of Search Queries
2 weeks
pre launch
Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Some “What is
Horizon” searches
begin
1 week pre
launch
Launch
week
1 week
post launch
2+ weeks
post launch
More focus on TV
programming,
Broadband Speed
and sports. Users
start to ask about
product updates
“UPC Horizon”
overtakes general
UPC keywords.
Also questions
about Horizon
service develop
Users ask
functional
questions about
Horizon product
quality
How to use
Horizon”
keywords
emerge. Also post
purchase support
keywords develop
Search Council

18. Can Now Announce Horizon Bundle
Search Council

19. Development Of Search Queries
2 weeks
pre launch
Users ask about
Programming,
Broadband
Speed and How
to Contact UPC.
Some “What is
Horizon” searches
begin
1 week pre
launch
Launch
week
1 week
post launch
2+ weeks
post launch
More focus on TV
programming,
Broadband Speed
and sports. Users
start to ask about
product updates
“UPC Horizon”
overtakes general
UPC keywords.
Also questions
about Horizon
service develop
Users ask
functional
questions about
Horizon picture
quality
How to use
Horizon”
keywords
emerge. Also post
purchase support
keywords develop
Search Council

20. New Ads Focus on Functionality &
Benefits
Search Council

21. What we learned
Search used
to
understand
basic product
message
Search used
to find all
important
user reviews
Search used
for practical
switching
help
Finally,
search used
to learn how
to use the
product
Search Council

22. A Different Story Depending On The Weather
Search Council

23. When to present which Story?
Sunny Weather
Poor Weather
BBQ
Recipes
Other
Recipes
Search Council

24. The weather determines our creative
Search Council

25. Forecast our story
Search Council

26. What we have learned
Stories can
be launched
by external
factors
Search
trends can
present the
“mood of the
nation”
We can plan
to adapt
search
creative
responsively
Presenting
the best story
improves
user
experience
Search Council

27. Final Take Aways
Use search to facilitate the user’s adventure
Think about the eco-system and
environment surrounding the campaign
Stories can begin in many ways, think about
opportunities
Finally, search can join the dots and turn
your stories into business
Search Council

28. And for Those Missing Breaking Bad
Search Council

29. 
Search Council