The Best Digital Marketing Campaign in the World?
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Prepared for a job interview, designed to teach a group of Level 6 (final year) degree students, who haven't necessarily got a marketing background.
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The Best Digital Marketing Campaign in the World?
- 1. What is the best digital marketing campaign in the world? Dr Bex Lewis : @drbexl Image: Stockfreshhttp://j.mp/bestdig
- 7. Humans Tell Stories “When we met the women, we realised how this was actually real. This wasn’t reading research on paper any more, they had real stories so we wanted to give them the space they deserved. It was never a box ticking exercise, we just wanted women who embodied the spirit of the campaign. And that’s who’s in it.” http://www.dandad.org/en/thisgirlcan-interview
- 9. (Social) Campaign Aspects • Web: http://www.thisgirlcan.co.uk/ • Twitter: @ThisGirlCanUK #thisgirlcan • Facebook: http://j.mp/thisgirlfb • YouTube: http://j.mp/thisgirlYT • Mobile App: http://app.thisgirlcan.co.uk Further discussions: http://bundlr.com/b/thisgirlcan
- 10. Observations?
- 11. Success Factors? • 25 million+ total campaign views ; 250,000+ interactions. • 302,000 Facebook and 77,000 Twitter followers • #ThisGirlCan trended #No3 TV advert launch night • Bespoke algorithm tweets users • ACTIVEMapX: Classes advertised increased 39%, whilst user searches exceeded 5,000+ daily • Digital library of shareable assets, utilised by over 4,000 partners and sporting organisations in the UK. https://econsultancy.com/blog/66469-seven-video-marketing-lessons-learnt-from-thisgirlcan/ http://www.marketingmagazine.co.uk/article/1340090/six-marketing-lessons-thisgirlcan http://www.sportengland.org/media-centre/news/2015/june/4/this-girl-can-new-ways-to-celebrate-women-getting-active/ http://wsnet.co.uk/WSN-TV/thisgirlcan-activemapx-impact-grass-roots
- 12. Cannes Glass Lion Award: Tackling Gender Inequality https://pbs.twimg.com/media/CIhnSHGXAAAiZJL.jpg
- 13. Chaffey, D. and Ellis-Chadwick, F. Digital Marketing, 2012, p199
- 14. Task for Next Week • Read Chapter 4 ‘Digital Marketing Strategy’ in Chaffey, D. & Ellis- Chadwick, F., 2012, Digital Marketing: Strategy, Implementation and Practice (Pearson) Available on the VLE • Focusing on at least 3 campaigns, blog about what qualifies a campaign as ‘best’ Consider using this outline from Ryan’s The Best Digital Marketing Campaigns in the World II to structure your blog post(s) • Market • Descriptor • The Challenge • (Campaign Budget) • Target Audience • Action • Results • Lessons
Editor's Notes
- A 10 min presentation on "What is the best digital marketing campaign in the world", aimed at final year students taking a digital unit but who don't have any marketing background. Today we’re looking at… Slides available online…
- So many to choose from… is there one that you recognize/stands out? Quick FB/Twitter poll – these came up/big debates…. Blog post = further information on each campaign + links to digital agencies giving insights into why they think these campaigns worked. Volkswagen – The Fun Theory – Piano Stairs (2009) Movember – November moustaches for cancer (2003+) Red Bull Stratos Space Jump (2012) Gold Postboxes – Olympic Gold Medal Winners (2012) Water Aid – 100 days to provide toilets (2010) Frozen – got the target market on board (2013) Yes We Can – Obama campaign – first social media presidential election (2008) ComparetheMeerkat – unique search name - cute (2009) Oreo – real-time newsjacking of superbowl time out – no $ (2013) The Ice Bucket Challenge – ALS/MND – bottom up, charity jumped on board (2014)
- Just wanted to question what you thought best might mean … thoughts? Is it biggest number of purchases/signups? Beautiful design?, Biggest return for ad spend?, Stands out from others?, People enjoy it and share it?, People remember it?, People remember it and the brand it stands for? (Guinesss horses famously lost out on this one!), Fit for purpose? Suitable for audience?, Innovative?, Featured in the Press? (Positively/Negatively?) What about recognition – Felix Baumgartner – many could tell you he jumped from space, but not necessarily for Red Bull! Can there only be one that’s the best? I think we’ve already seen no, and we probably couldn’t agree on one!
- Key = fit for purpose Those creating the marketing need to be clear about the purpose of a campaign is – what are it’s KPI (Key Performance Indicators) – sign-ups, awareness, or whatever … These books by Damian Ryan which highlight some of the best campaigns that he has crowdsourced from across commercial and charitable sector, give a sense of aims, costs and ROI (return on investment) Whether it’s a commercial product or a charity - fundamentally, there needs to be a measurable ACTION that can be monitored… Remember that the digital is not a panacea – part of multi-media mix…
- My PhD expertise = government campaigns, which you’ll see asking for agency pitchs in industry magazine Campaign. Ironically this one not actually used in 1939, and very much a campaign of the economic recession, particularly from 2009 onwards –internet meme!
- To focus for rest of session on this Sport England campaign – aims summed up well on the front page of the website (which we can see is drawing on all kinds of social media) - showcased From Oct14 on socmed, from Jan15 on TV Agency FCB Inferno commissioned Identified 2 million less women than men exercise… (whilst 7.5million would like to!) “In a nutshell: our task was to get more women aged 14-40 exercising regularly (they define that as 1 session of 30 minutes exercise per week).” 5 years of research by SportEngland + focus groups. One unifying reason = fear of judgement (appearance, ability & selfishness)
- Based on research, and drawing upon e.g. Dove experience, decided to showcase the stories of ‘ordinary’ women rather than models. So many times in digital marketing, people focus on the means or the message, but what we need to remember that it’s about people – listen to what they want and find a solution.
- Watch 30 second video (the full-length video = 8.5million+ views, this one only about 115,000)
- Alongside TV/cinema ads, out of home such as posters, also: Web Presence: http://www.thisgirlcan.co.uk/ (looks contemporary) Twitter: @ThisGirlCanUK + local versions + hashtag #thisgirlcan - https://twitter.com/hashtag/thisgirlcan (faved on lots of lists) Facebook: https://www.facebook.com/pages/This-Girl-Can/1486200494975441?fref=ts (video, photos, avg 2k likes per post) YouTube: https://www.youtube.com/channel/UCeWu1xbK24JX1H3qrpDEW_g, Own videos, behind the scenes & curated videos App: http://app.thisgirlcan.co.uk/#home (for mobile only – added June 2015 in response to feedback) Key influencers (e.g. Claire Balding, Caitlin Moran) supported the campaign Built partnerships with media outlets (rather than leaving to chance) £10million invested If I was doing this in class, may give time to read some of these articles in groups before feeding in.
- So, if I could have one observation from each of you (would prob give longer in a class) Pros - Many body types & sports are shown – easy to identify Positive not negative message (do, not don’t) Catchy hashtag exploits modern social media Use of humour (pokes fun at so much sexualised sport) Inclusive & empowering rather than competitive, get moving, have some fun, enjoy friends – NOT fitspiration Nielsen survey – social media used more by women for connection, creativity & entertainment Cons - Men are excluded (though have seen #thisboycan #thismancan) Refers to ‘girls’ rather than women - thos some use #thiswomencan Some grumbles ‘about sex’ and objectification Ignores the older generation – partic 50+ - who are not represented [scope for campaign to expand?] See also - http://www.comms2point0.co.uk/comms2point0/2015/1/21/thisgirlcan-a-real-women-campaign-that-helps-get-women-into.html
- Key numbers indicate the importance of social media to this can and the engagement/interest Algorithm – motivational or supportive tweet based upon monitored conversations e.g. ‘exercise hesitation’ See that associated apps saw upsweep in searching for ‘sports’ to engage with Let go control of material. Also an ongoing, iterative campaign – positive messages on launch + ‘Tinkerbells’ fighting back against ‘trolls’, plus qualitative feedback (further stories) on Twitter/Facebook indicating that this was spurring people into action… & women sending their own videos in – which @thisgirlcanuk then shared highlighting the message that everyone can get involved (including personal blogs, etc.). Can be difficult = cultural change – but possible, based on good research so knew which message to use. “It’s a campaign based on changing attitudes, confronting fears and shifting stereotypes, these are difficult metrics to measure and it’s very much about the long-term journey.” (June 2015 – responded to demand with a t-shirt with M&S, charitable giving, encouraging photos, etc.)
- Beyond ad agencies wildest dreams – inc won one of highest awards in advertising… (+ other awards such as Creative Circle awards) The ‘Glass Lion: The Lion for Change’ award, new 2015, with Sheryl Sanberg ‘lean in’ (9 judges, from 160 entries)
- Now, you should be able to map what we’ve been doing against this diagram (from chapter I want you to read this week) Start at the top – establish current position, desired position, think about how you get there, then go to details, full strategy/plan, monitor, and then start again – if you can understand this, in a strong position to explain With digital = that cycle gets faster and faster
- So, to develop this throughout next week, to form part of our seminar discussions. Read some theory, do some research & share your thinking via a blog. Builds your online portfolio (invited to guest online lecture + followed by lots of digital marketing companies after posting mine), develops expertise you can take out to the marketplace – understanding that you understand it’s all about the goal, and how we get there!