2. Background
What is Arduino?
Arduino is an open-source electronics prototyping platform based
on flexible, easy-to-use hardware and software. It's intended for
artists, designers, hobbyists, and anyone interested in creating
interactive objects or environments.
The company moved from selling 200 boards when it started in
September 2005 to more than 220.000 pieces up to January
2011. Specialized magazines such as Make and Wired often
mention Arduino in their articles. Moreover, newspapers such as
the New York Times also discussed Arduino. In particular, “Il Sole
24 Ore” featured Arduino in its list of the ten innovations of the
decade, along with Apple, Facebook, Google and Wikipedia. In
addition, companies such as Microsoft and Apple use Arduino for
prototyping. So do the universities MIT and NYU, among others.
RS has been selling Arduino for the past several years and since
then has been one of the popular product among the R&D
customers.
Our plan
Arduino plans to launch its latest edition of its development kit in
September and they are giving RS an exclusive period offer to
sell the product ahead of our competitors.
We want to create a big social buzz around the new kit and
reinforce our co-branding in order to lead the Electronics
community to RS by using a social-media-driven marketing
approach as well as RS customized Arduino video tutorials.
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3. Campaign Objectives and KPI’s
OBJECTIVES
• Awareness
We want to create awareness (both existing customers and new prospects) and build technical credibility so that
RS is recognized as the place to buy the New Arduino Starter Kit and find tutorials on how to use it.
• Revenue and Demand Generation
Using the advantage of exclusive offer, we want to maximise the sales of Arduino new starter kit as well as the
associated products featured in the videos.
KPI’s
• Awareness (# of video views)
• Web traffic
• Email lead contacts
• Twitter followers
• Sales of Arduino kits and other products associated with it
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4. Targets
Electronics Community
• Students and Teachers
• Developers and Designers
• Engineers
Social Media Influencers
• Influential people within the Electronics Community
• Bloggers
Makers
• Any individual with an idea of a project and a desire
to make something
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5. The offer
The NEW Starter Kit
The new Arduino Starter Kit is an educational kit including a open-source electronics prototyping platform based on
flexible, easy-to-use hardware and software.
Is a kit thought with the precise intent of learning how to use an Arduino and the base of electronic by discovering. This
goal is performed asking to the beginner to do some different projects using his Arduino with the different components
contained in the box.
The kit contains a complete list of materials, useful to follow the 10 video tutorials from Massimo Banzi and to start
building on your own.
RS Stock Number: 761-7355
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6. The offer
Video Tutorials
• RS & Arduino will produce RS exclusive 10 video tutorials on the use of the latest Arduino kit.
• All videos will be featured by Massimo Banzi, creator and a popular icon of Arduino, and will be “RS”
branded.
• Each video has an innovative theme – using Arduino and what you can do with it. These tutorials are
presented in a booklet who show them in order of complexity. Step by step new elements and new
knowledge are introduced.
• The videos will be posted on YouTube and embedded into RS and DesignSpark websites and will be for
worldwide distribution.
• 1st and 2nd videos will be launched at the time of campaign go-live and subsequent videos every week to
follow (leading to email and social media subscription).
Massimo Banzi is already a very Also, try to search for “Arduino” in Youtube and you will find
popular icon for Arduino and has thousands of videos created by engineers and hobbyists
produced many “viral” videos using showing off their creative gadget they created using
Arduino products. Arduino – this tells how popular Arduino is among
engineers.
http://www.youtube.com/watch?v=ZDOPEr-_LLY
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7. Who is Massimo Banzi?
About Massimo
Massimo Banzi is one of the world’s leading technologists and co-
founder of the Arduino project. He is an Interaction Designer,
Educator and Open Source Hardware advocate. He has
worked as a consultant for clients such as: Prada, Artemide,
Persol, Whirlpool, V&A Museum and Adidas. Massimo is also
the author of “Getting Started with Arduino” published by
O’Reilly. He is a regular contributor to the italian edition of
Wired Magazine and Che Futuro, an online magazine about
innovation. He currently teaches Interaction Design at SUPSI
Lugano in the south of Switzerland and is a visiting professor
at CIID in Copenhagen.
Banzi at TED 2012
Social Influence
• Wired appointed Massimo as one of the ten most influential CEOs of the Web
• #17 of the TOP 100 IOT Thinkers 2011 by Postcapes™
• More than 6.8K followers on Twitter and creates content that is spread throughout his network and drives discussions
• He speaks regularly on the impact of open source communities on innovation and production and has a strong influence
on the topic
• His videos are watched by 10,000s of people worldwide
• Influence over different segments of the market: teachers, students, developers and even a Senior Editor at CNN
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9. RS Online Arduino Campaign Page (Buy & Follow Arduino)
The Arduino Campaign Page will work as
a Arduino portal during the campaign
period with the main objective to
encourage people to buy Arduino
products and related ones.
Revenue Generation
There will be a link to the product (to the
new starter kit) and also a link to the
related products, which will be basically
the accessories used by Massimo Banzi
on the videos and other related products.
Awareness
It will show all the videos available with a
special space to the latest video
launched for people to follow the
tutorials.
Lead Generation
There will also be a form for people to
subscribe to our e-mail program in order
to generate new leads and a twitter feed
with a special #tag in order to capture all
the buzz generated by our campaign.
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10. DesignSpark Arduino Page (Learn Arduino)
The DS page for Arduino
will be a Design Centre
with the objective to
enhance/facilitate the
social conversation about
Arduino and to provide
knowledge of how to use it
in a structure similar to the
Raspberry Pi page
(http://www.designspark.co
m/theme/raspberrypi).
Awareness
It will show technical info,
documentation available,
the tutorial videos and
more resources.
Revenue Generation
There will be a link to the
line level page.
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11. YouTube RS Customized Channel (Watch Arduino)
The YouTube channel will be
where the videos are uploaded,
but with some other features. It
will have 3 different tabs:
Arduino, Raspberry Pi and Shop.
Awareness
It will hold all the videos available
with a dedicated space to the
latest video launched. It will also
have a tweeter feed to capture
the buzz.
Lead Generation
The “More Arduino Videos” red
button will lead to the RS
Campaign page and we also
have the subscribe option for
YouTube followers.
Revenue Generation
There will be banners to promote
the Arduino new kit and products
related and a SHOP tab with the
most popular products related to
Arduino and Raspberry Pi.
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12. Communications Plan
Social-Driven Campaign
First time in the history of RS Marketing that we are launching an embracing campaign at such intensity, with a
special focus on social activities:
Social Media Digital PR Email
Objectives: To drive traffic to the RS Objectives: To generate coverage of the Objectives: To drive traffic to the RS
Campaign page and increase the follow campaign within influential outlets of the campaign page and build a relationship
base of the RS Electronics Twitter make community by spreading the with new subscribers to the program.
account in Arduino enthusiasts. content of videos and produce a WoM
(Word of Mouth) effect focusing on "smart Activity: 2 emails:
Activity: Twitter messages with the aim comment“. 1. Dedicated Arduino e-mail to our entire
to: database.
- Generate awareness of the campaign Activity: We expect to involve at least 20
bloggers and 3 major outlets through a 2. Program: weekly e-mail for those who
- Create interest about each video outreach activity. subscribe on our Campaign page to
- Update customers about the kit inform of new video launch
- Share parts used in each video Outreach Mix: Influencers and Young
Engineers who blog. Strategy:
- Build relationships with the campaign’s - Invite people to visit our page, to watch
evangelists Strategy: the videos and to subscribe to the
- Activate the influencers into providing Arduino e-mail program.
Strategy: Messages with informal tone of - Update and communicate of new video
feedback on the videos and showing off
voice and a friendly and flexible approach
"smartness“. launches, send more info about Arduino
- Activate students/Young bloggers into and encourage to buy Arduino products
Accounts: and related articles.
showing off their technical creations.
Main: @RSElectronics | @DesignSpark
Secondary: Europe/Apac
TBD: @Alliedelec
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14. Campaign Delivery: RS Website
More than 230,000 sessions generated from external traffic: YouTube,
Twitter, PPC, Google Display Banner and Email...
563,667 Campaign page views
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15. Campaign Delivery: Social Media
YouTube Activity
55,650 visits to our
YouTube channel
2,283 new
subscribers, which
represents a 613%
increase
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16. Campaign Delivery: Social Media
Twitter Activity
2,244 new Twitter
followers, representing a
14% increase
The campaign
generated 39.1K clicks on
tweets (links, accounts
and hashtags)
203 influencers (40+
klout) engaged with the
campaign on Twitter
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17. Campaign Delivery: Link Building with Influencers
• 37 Arduino Starter kits sent to influencers and bloggers around the world inviting
them to try the new product and talk about our video tutorials, and leading people to
our YouTube channel.
• We've reached a more than 30 posts worldwide with medium and high ranked
influencers:
http://www.harvestworks.org/new-arduino-kits-arrived/
http://yearofopensource.net/my-first-play-with-the-arduino/
http://www.shareable.net/blog/getting-technical-with-open-education
http://vimeo.com/54764324
http://www.flickr.com/photos/tamberg/8232709046/in/photostream
http://www.eldiario.es/cuadernomedialab/iniciacion-Arduino-aprender-electronica-estilo_6_76352367.html
http://htca.us.es/blogs/newsfablab/2012/12/02/recibido-en-el-fab-lab-arduino-starter-kit-de-rs-para-su-testeo/
http://hi-tech.leonardo.it/arduino-starter-kit-review-il-regalo-perfetto-pre-un-geek/
http://codasign.com/arduino-starter-kit
http://boingboing.net/2012/11/29/arduinos-co-creator-explains.html
...
18. Campaign Delivery: Email Program
3,094 contacts subscribed to our
e-mail program
The emails registered an Unique
Open Rate of 56,30% and Unique
CTR of 36,59%
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19. Campaign Delivery: Digital Advertisement
Activity Impressions Clicks CTR
Search Ads 3,121,861 57,985 1.86%
Display banners 43,905,457 139,702 0.32%
Search CTR is very very good for social campaigns like this where people are looking for information
therefore they prefer non commercial links. The CTR of 0.32% for Display activities (GDN and
Youtube) is excellent as well! The average CTR of Display campaigns is normally below 0.15%.
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20. Campaign Delivery: SEO and PR Circulation
RS Website on the first page of
the Google seach results
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21. Campaign Results
Awareness
361,819 video views...
229% over the objective of 110,000 views
Revenue Generation
Total revenue of £ 671, 334...
More than 640% over the objective
More than 3,000 units of the Arduino starter kit sold in a total of £ 198,219
Sales of £ 473,115 from Arduino related products and accessories
A 47% uplift of the old Arduino offer compared to previous year
Campaign Launch
