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xister presentation 2014_lastworks - carlo sebastiani

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xister presentation 2014_lastworks - carlo sebastiani

  1. 1. ROME, 2014 lunedì 10 marzo 14
  2. 2. 1 . Manifesto 2 . People 3 . Brands 4 . Numbers 5 . Projects INDEX lunedì 10 marzo 14
  3. 3.     1. MANIFESTO lunedì 10 marzo 14
  4. 4. 80 people in Rome, Milan and Turin, over 40 accounts in the last 2 years. And a network of side projects and fellow players, helping us to push the boundaries of our work always a little bit further. xister is a creative agency Since 2002 we have been delivering high-quality communication services, where cultural and behavioural elements give life to stories around brands. No matter what media. Across media. Using technology as a commodity and a frame of inspiration. MANIFESTO lunedì 10 marzo 14
  5. 5. 2.     PEOPLE lunedì 10 marzo 14
  6. 6. They are our treasure, our real asset. They are the bond that ties our business partners to us. When you choose xister, you choose a communal vision, an organism that keeps growing through the years in such a unique way. there is no culture without people. xister is made up of 80 people, different backgrounds and skills, various tastes and interests. All of them share the same space, community life, joys and critical moments. PEOPLE lunedì 10 marzo 14
  7. 7. 3.     NUMBERS lunedì 10 marzo 14
  8. 8. 5 managers, 30 accounts 20 creatives, 10 planners 15 engineers 3 citiesRome, Milan and Turin More than 5 millioneuro turnover 80 people More than 40 accountshandled NUMBERS lunedì 10 marzo 14
  9. 9. 4.     BRANDS lunedì 10 marzo 14
  10. 10. BRANDS lunedì 10 marzo 14
  11. 11. BRANDS lunedì 10 marzo 14
  12. 12. Luxottica Group Fiat Group Automobile Universal Pictures Italy Unilever Italy Birra Peroni 26% 17% 10% 10% 6% 2002 2002 2002 2011 2008 ACCOUNT TURNOVER SINCE top accounts 2013 BRANDS lunedì 10 marzo 14
  13. 13. 5.     PROJECTS lunedì 10 marzo 14
  14. 14. who we are We are gurus of digital media that produce pervasive effects regardless of the content of information delivered. We act as consultants to our customers to shift traditional marketing ideas into the digital arena. PROJECTS You know us better than we do. We have been dissected and analyzed in depth during the roster process. Our key feature is a deep understanding of digital media trends, because we live and breathe digital culture and behavior, and this allows us to get there sooner and have competitive edge over others. lunedì 10 marzo 14
  15. 15. what we do We will cover all ambition levels: PROJECTS Gold, where we start from strategy Bronze, where we just localize international content Silver, where we implement a solution. We will be showing you several projects designed and executed for large multinational accounts. Rather than focusing on content we will be underlining the scope and variety of THE digital media involved: from blogs, contests, gamification to entertainment and viral content. lunedì 10 marzo 14
  16. 16. 5.1 WINNER TACO    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: unilever algida 2014 gold lunedì 10 marzo 14
  17. 17. viral Every time content was published, fans added sarcastic comments and objections combined with the request to bring Winner Taco back onto the market AFTER 15 YEARS OF ABSENCE, while all the social activities of the brand were systematically snubbed. In 2011 the ITALIAN Facebook page for “Give us back Winner Taco” was created. The page registers the complaints and protests of Taco fans, publishing them with slogans, jokes and parodies and funny photomontages. The fans of "Give us back Winner Taco” continued to grow and slowly they "invaded" the official Algida Brand Page. WINNER TACOPROJECTS lunedì 10 marzo 14
  18. 18. the story WINNER TACOPROJECTS We listenED to Winner Taco FANS for 24 months, observing and GETTING TO KNOW them and we realized it was a large community and active enough to take strong decisions. We gave Unilever enough data and MOTIVATION to make the right choice and worked on a Crisis Management Workflow to be ready for the Reaction. lunedì 10 marzo 14
  19. 19. first 2 days To prepare everybody for the return of the “Big Polar Bear”, we launched 2 teaser posts on january 15th. WINNER TACOPROJECTS lunedì 10 marzo 14
  20. 20. JAN 15TH was still ambiguous and generated skepticism, then IT TURNED VIRAL. The FIRST one WINNER TACOPROJECTS www.facebook.com/AlgidaItalia lunedì 10 marzo 14
  21. 21. JAN 15TH REVEALED more evidences AND REMOVED ANY REMAINING DOUBTS. The SECOND one WINNER TACOPROJECTS www.facebook.com/AlgidaItalia lunedì 10 marzo 14
  22. 22. Then came the bomb, on january 16th in morning, the most popular post ever published by Algida’s Facebook page WAS: “THE official announcement OF THE RETURN OF THE Winner Taco's return”. Then came the bomb, WINNER TACO JAN 16THPROJECTS www.facebook.com/AlgidaItalia lunedì 10 marzo 14
  23. 23. FACEBOOK-3rd dayWINNER TACOPROJECTS REACH First post: Second post: Third post: 643,328 Fourth post: 13,522 Fifth post: 32,896 1,348,672 TOTAL REACH 266,368 131,584 643,328 13,522 32,896 www.facebook.com/AlgidaItalia lunedì 10 marzo 14
  24. 24. TWITTER (3rd day)WINNER TACOPROJECTS HASHTAG Winner Taco: 4,915,790 (3,953) tweets #WinnerTaco: 6,432,530 (3,995) tweets 11,348,320 TOTAL REACH Trending Topic 2# (Italy) 6,432,530 4,915,790 twitter.com/search?q=winnertaco&src=typd lunedì 10 marzo 14
  25. 25. GUARDA VIDEO lunedì 10 marzo 14
  26. 26. WINNER TACOPROJECTS contributors Profile Twitter RADIO @radiodeejay @wireditalia @vodafoneIT lunedì 10 marzo 14
  27. 27. WINNER TACOPROJECTS media “Algida relaunches the Winner Taco: all thanks to Facebook” “The return of the Winner Taco: a victory of the trolls (the good ones)” “A social media victory: the ‘90’s ice cream is back” lunedì 10 marzo 14
  28. 28. 5.2 PERONI    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: peroni cuore peroni 2013 gold lunedì 10 marzo 14
  29. 29. GUARDA VIDEO lunedì 10 marzo 14
  30. 30. 5.3 UNFORKETABLE    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: pasta garofalo unforketable 2013 silver lunedì 10 marzo 14
  31. 31. streaming UNFORKETABLEPROJECTS Unforketable is a video encYclopedIA of recipes developed by Niko Romito and Pasta Garofalo that shows how to make dishes that are part of the Italian heritage at home. Unforketable puts tradition on the table and updates it to teach everyone the best Italian cuisine in the easiest way. Whatever THE dish, THE RECIPES SHOW the basic rules to follow. the ingredients ARE VALUED making them the lead players TO bring out the flavoUr AND pinpoint the taste. IT IS A new way of being in the kitchen AND It’s simple. lunedì 10 marzo 14
  32. 32. GUARDA VIDEO lunedì 10 marzo 14
  33. 33. UNFORKETABLEPROJECTS Pageviews Visits 16,377 Unique Visitors 10,549 Registrations 1,285 Orders 102 Gifts 17 Android App 332 download 16,377 KPI (1st month)) 10,549 1,285 102 17 332 unforketable.it lunedì 10 marzo 14
  34. 34. 5.4 LICK CHALLENGE    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: unilever algida 2013 bronze lunedì 10 marzo 14
  35. 35. LICK CHALLENGEPROJECTS streaming Lick Challenge is also available for mobile on the App Store and Google Play . The online game was supported by a display campaign from April to June. The official Cornetto Algida social channels supported the launch activities with a dedicated look and feel and an editorial plan to push fans to participate. The first online licking competition, created by Algida to promote the most famous cone in the world and to give fans a chance to interact WITH each other. Cornetto offers its fans the chance to challenge Nick Afanasiev, the most talented toNgue of the universe. All that is needed is a computer or smartphone webcam. Users need to start licking the Cornetto CONE as quickly AS POSSIBLE AND CAN also challenge THEIR Facebook friends. lunedì 10 marzo 14
  36. 36. LICK CHALLENGEPROJECTS BANNER lunedì 10 marzo 14
  37. 37. 5.5 LE MAMME DEL SORRISO    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: colgate palmolive colgate 2013 gold (THE SMILE MUMS) lunedì 10 marzo 14
  38. 38. PLAY, tips on school holiday ACTIVITIES and food to grow together in a fun way. This activity was set up within the context of the Colgate kids contest called 'dazzling smile, bright future'. LE MAMME DEL SORRISOPROJECTS blog A blog dedicated to mothers and their children. A space where they can find tips and information on how to grow together as well as games for the little ones. Each week a team of mom bloggers post articles on how THEY spenD time with their kids, the games THEY lunedì 10 marzo 14
  39. 39. LE MAMME DEL SORRISOPROJECTS 403,373 Pageviews 108,338 Visits 91,555 Unique Visitors 14 Blogger Engaged 54 Blogger Articles 15 Educationals KPI (6 MONTHS) 403,373 108,338 91,555 14 54 15 blog.lemammedelsorriso.it/ lunedì 10 marzo 14
  40. 40. LE MAMME DEL SORRISOPROJECTS KPI (6 MONTHS) 403,373 Pageviews 108,338 Visits 91,555 Unique Visitors 14 Blogger Engaged 54 Blogger Articles 15 Educationals 403,373 108,338 91,555 14 54 15 blog.lemammedelsorriso.it/ lunedì 10 marzo 14
  41. 41. 5.6 STYLE MILES    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: luxottica group vogue eyewear 2012 silver lunedì 10 marzo 14
  42. 42. gamification STYLE MILESPROJECTS Vogue Eyewear is a semi-durable CONSUMER BRAND with a need to consolidate its identity. We have implemented A reward PROGRAM platform for Luxottica USING THE market-leading product, Gigya. After success confirmed that it was the right strategic choice, it was replaced it with a solution developed by xister that will soon be extended to the Ray-Ban brand. xister has been collaborating with Luxottica at a strategic level since 2002 and provides the International Marketing Department with an in plant support team. lunedì 10 marzo 14
  43. 43. the story visiting vogue-eyewear.com, following on facebook and twitter, liking contents. An engaging way to increase visits, follows, likes and other online activities connected to the brand. STYLE MILESPROJECTS The rewarding platform, engagES Vogue fans through online social actions and interactions. A virtual passport, many style miles to collect. Once users join Vogue Eyewear Style Miles, they immediately start to get miles on their passports. Miles can be earned by logging in, lunedì 10 marzo 14
  44. 44. STYLE MILESPROJECTS BADGE lunedì 10 marzo 14
  45. 45. STYLE MILESPROJECTS 3.800.000 Visits 34 Countries 389.000 Facebook Fans 38.500 Registered Users 25.500 Profiled Users 14.000 Badges 3.800.000 34 389.000 38.500 25.500 14.000 KPI (12th MONTH) www.vogue-eyewear.com lunedì 10 marzo 14
  46. 46. 5.7 AVEENO    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: johnson&johnson aveeno 2013 gold lunedì 10 marzo 14
  47. 47. the story Johnson&Johnson HAS launcheD two of ITS brands on Facebook with the official brand profiles: Aveeno AND Aveeno Baby. Xister is developing the presence of the two brands in the social scene with an engaging DEDICATED posting plan, social contests and digital couponing and is involved in technical creation AND moderation. In order to increase the fan base and the engagement rate, xister will organize and manage online contests on the fan pages and couponing activities to bring people and brand closer together. AVEENOPROJECTS lunedì 10 marzo 14
  48. 48. AVEENOPROJECTS POST (AVEENO) www.facebook.com/AveenoIT lunedì 10 marzo 14
  49. 49. AVEENOPROJECTS POST (AVEENO) www.facebook.com/AveenoIT lunedì 10 marzo 14
  50. 50. AVEENOPROJECTS POST (AVEENO BABY) www.facebook.com/AveenoBabyIT lunedì 10 marzo 14
  51. 51. AVEENOPROJECTS POST (AVEENO BABY) www.facebook.com/AveenoBabyIT lunedì 10 marzo 14
  52. 52. AVEENOPROJECTS KPI (1st MONTH) Aveeno 15,965 Fans ( ( up-today) 8,5% Post Engagement 1,099,848 Reach 16,471 Talking about 15,965 8,5% 16,471 42,548 www.facebook.com/AveenoIT lunedì 10 marzo 14
  53. 53. AVEENOPROJECTS KPI (1st MONTH) Aveeno BABY 13,536 Fans ( (42,548 up-today) 17,10% Post Engagement 1,099,848 Reach 14,224 Talking about 13,536 17,10% 14,224 34,129 www.facebook.com/AveenoBabyIT lunedì 10 marzo 14
  54. 54. 5.8 The Moleskine Orchestra    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: moleskine moleskine 2012 gold lunedì 10 marzo 14
  55. 55. GUARDA VIDEO lunedì 10 marzo 14
  56. 56. 5.9 LIVE WITH CHIVALRY    PROJECTS client: BRAND: YEAR: AMBITION LEVEL: pernod-ricard chivas 2013 silver lunedì 10 marzo 14
  57. 57. GUARDA VIDEO lunedì 10 marzo 14
  58. 58. thank you lunedì 10 marzo 14

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