What is a campaign?

What is a Campaign: January 2009 Stonewall Digital Marketing 2009

What is a Campaign?SW+ Learning Session

4th February 2009

Cam.paign | kam’pan |

an organized course of action to achieve a particular goal

Why do we need campaigns?

Current Day Communication

What we would like to achieve

» Current Day Communication

How do you change this?

Interactive Brand Experiences

INTERACTIVE CAMPAIGNS

Tell me, I forget

Show me, I remember

Involve me, I understand

Remember?

»Tell me, I forget»Show me, I remember

»Involve me, I understand

THE campaign of 2008

Background

» Election two phase race- Primaries (Democrat vs Democrat)- General Election (Democrat vs Republican)» Democrat sentiment low: Al Gore, John Kerry etc.» Apathetic youth» Low voter turnout» Limited campaign budget» A young man with limited experience» A black man

Campaign Tools

»Barackobama.com

Campaign Tools

»Barack Blog

Campaign Tools

»Social Networking

Campaign Tools

»Even the Wassssssuppp guys were there…..

Campaign Tools

»Personal Social Networking - MyBarackobama.com

Campaign Tools

» Offered integration with Facebook, allowed users link-up with my.barackobama profile, then inviting existing Facebook friends to their Obama profile.

» Users could create blogs & groups that they used to campaign for Obama’s cause.

» Activity tracker gave users marks out of ten, depending on how active they were in campaigning online and offline.

» Received points for organising events, raising funds, recruiting to groups, joining groups, & writing blogs.

Campaign Tools

» A Neighbour-to-Neighbour tool allowed users to find undecided registered voters living near them to canvass.

» Functionality such as finding friends, finding events and hosting your own events that campaign for Obama.

Campaign Tools

»Mobile Marketing - Obama Mobile

Campaign Tools

» “Barack” & “Obama” = 1st in four main search engines

» Each page has different title tag» Alt tag descriptions for all images

Campaign Tools

»SEM / PPC

Campaign Tools

» Most keywords related to presidential campaign captured

The Stats

» Facebook: 5,000,000 supporters» Water cooler app: 25,000 monthly active users» MySpace: 1,180,676 friends» You Tube: 174 000 video results» You Tube: 20,000,000 channel views» Twitter: 230,000 followers

The Stats

» US$ 600 million raised

» 3,000,000 donors

» US$ 55 million raised in Feb 2008 (US$ 45 million online)

» Nearly US$ 2 mllion per day

The Stats

44th New President = Barack Obama

Keeping promises

» Change.gov - Transition Website» Whitehouse.gov - Blog channel- Register for updates» YouTube Channel» Airforce 1 Twitter Feed

Dear Mr President - Beyond the

Election

Mr President & Beyond

Why do we want to do

campaigns?

» We’re a DIGITAL MARKETING AGENCY!

» We’re surrounded by talented THINKERS

» Our CLIENTS WANT this

» Advertising agencies are TERRIFIED of this!

» Strategy First

» An IDEA ( a way of doing or executing)

» Strong CREATIVE, underpinned by sound TECHNOLOGY

» METRICS! How well have we done?

» Full 360 offering (STRATEGY to ONLINE MEDIA)

» A campaign is not a tick box

» Email only

» Difficult to do in isolation

» As long as it achieves an objective

ABOVE THE WEB BELOW THE WEB

Digital Marketing Pillars

WEBSITE

METRICS & ANALYTICS

OPTIMISATION& NEXT PHASES

BEYOND THE WEB

‘CLOSING THE LOOP’

WEB2.0

ATTRACT USERS TO WEBSITE

CRM & LOYALTY

SALES LEADS & CONVERSIONS

» Generating return visits» Driving registration into customer databases» Developing CRM touchpoints» Ongoing d/base communication• Online Media

• Mobile Media• Email Marketing• SEM• SEO• Social Media Marketing• Electronic Retail Marketing

Agency collaboration

CLIENTUniversal Strategy Team

IMPLEMENTATION & OUTPUTS

Idea Hub

Measurement & Analytics

Recollect & Refine

Traditional Interactive

Mobile PR Interactive Through the line

Brief in problem / challenge

How we like to work

Cam.paign | kam’pan |

An organized course of action to achieve a

particular goal

What is a campaign?

Documents

Transcript of What is a campaign?

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