Digital & Social Credentials

June 2015

Agency snapshot

Consumer, corporate, b2b, healthcare, digital

Award-winning track record

PR Week League Tables

2014

#15 independent agency

#15 technology

#17 consumer agency

£6.1 million

Fee income

Independent PR & Digital Consultancy

Planners, journalists, medics, digital, technology, linguists, lawyers, brand gurus, content producers, connectors, geeks67

Our people

Top 50 UK Social & Digital playersTo

p 50

(PR Week 2014 Top Digital Agencies)

37

Clien

ts

11 Years old

Deep sector expertise

The company we keep

What we do

• Digital and social media• Branded content• Consumer and brand

communications• Business and trade

communications• Health and pharma

communications• Press office services• Crisis and issues management• Event production• Corporate social responsibility• UK and international campaigns

3 Monkeys comprises:

• Experienced consultants to nail the strategy

• Expert creatives to bring it to life

• Channel specialists to take it to market

CONSULTING • Research • Insight• Strategy• Planning

THINK

DELIVERCONTENT• Copy• Photography• Video• Design• Build

How we do it

CREATEACTIVATION• Publicity• Social media• Events /

experiential• Influencer

marketing

We are agnostic in our thinking for brands

Our philosophy

Doing the best work, for the best brands, with the best people.  That’s our mantra.

We are creatively-led, strategically-driven, digitally native and obsessed with delivering campaigns that make people think, feel and do.

Everything we recommend is rooted in real insight.  Our strategic rigour comes from truly understanding your business, the market you’re operating in and the audiences you are trying to influence.

At the core of our thinking is the “IQ and EQ” role in earned communications to drive brand fame and love.

We are experts in crafting creative campaigns with multiple touch points to tell your story in an authentic way which brings your brand values and propositions to life.  Our campaigns reach consumer, business and internal audiences through social channels, traditional media, and via experiential techniques.

We measure outcomes, not just outputs, so we can clearly identify how our work is delivering to brand reputation and, ultimately, the bottom line.  Which is what it’s about, after all.

Full-service solution

We provide an end-to-end service in digital and social media

Strategy and planning – we have a rigorous process for planning and creating content, from building a brand and product ‘message house’ to transforming this into a content calendar with topical, seasonal, weekly and reactive elements

Multi-channel – we work on Facebook, Twitter, YouTube, Google+, Vine, Instagram, blogs… and more

Content and creative – a full suite of services to deliver great content that entertains, informs, rewards and inspires – and drives peer sharing and organic reach

Community management – the team has collectively over fifty years’ experience in launching and building highly engaged communities with engagement levels often substantially above industry averages

Influencer engagement – working with influential voices in social and online media is key to driving awareness, credibility and brand preference – this is a key component of 3 Monkeys’ offering

Paid media – we plan and buy paid social across Twitter and especially Facebook, where it’s vital to stimulate acquisition and retention

Reputation management – we work to an established process for dealing with questions, comments and complaints, adhering to pre-agreed SLAs and escalation procedure

Reporting and evaluation – our in-house measurement system, ROAR® has been praised by Martin Glenn, CEO of United Biscuits, as “the best he’s ever seen from comms agency”

Content & creative

• Editorial content calendars• Branded graphics • Infographics • Video production and post-

production• Competitions, games and quizzes• Email templates• Facebook apps• Microsites

Content & creative: video examples

Click the images to view the videos

We enlisted Steph & Dom Parker of Gogglebox fame to help explain

the forthcoming changes to pensions in their own inimitable

style for our client Standard Life

James Buckley – star of cult TV show The Inbetweeners – helps

young Londoners to get more out of Bing in our #BingItOn campaign for Microsoft UK

Acclaimed singer-songwriter Gabrielle Aplin was one of

several artists playing surprise gigs on trains and at stations in our

Summer Tracks project for First Great Western

Community management

• Post creation and scheduling• Content optimisation (by day of week, time of

day)• Managing and fulfilling competitions and

quizzes• Real-time channel monitoring• Reputation management and issues

resolution / escalation• Maintaining brand style / tone of voice • Building social relationships with influencers

to make our content travel further

We manage Facebook and Twitter communities for major brands – all day, every day

Influencer engagement

“Influencers are beacons of trust, authenticity and knowledge in an ocean of social noise”• We have successfully engaged and worked

with influencers on numerous social projects for clients including Castrol, First Great Western, Microsoft, Onken, McVitie’s and Lenovo

• We use specialist tools to identify and map influential bloggers, YouTubers and social superfans

• They co-create content, promote competitions and amplify our content and campaigns

Our tools & platforms

We use best-of-breed tools to help us plan, deliver, evaluate and optimise across all social channels

We use Social Media Pro, a white-label version of BrandWatch, to track

online conversation and measure the effect of our

content and campaigns on brand buzz, sentiment and

influencer pick-up

Using industry-leading platform Traackr, we are able to identify new social

influencers based on keyword and keyphrase

searches

3 Monkeys has built a bespoke influencer

management tool, STOMP, which holds our influencer databases, scores online influencers and tracks

changes over time

We wouldn’t be without Sprout Social – perhaps

the best-performing community management

platform on the market. We schedule all content

through Sprout – which also provides granular reports on reach and

engagement

Our 2014 in social…

The proof is in the numbers! Here’s what happened in 2014:

• We posted 9.6 thousand times onto social platforms• We drove 420 thousand interactions with our content (likes, shares, comments,

@mentions, retweets)• This equates to an engagement rate of over 33%• 336 thousand unique users were responsible for these interactions• And they generated an organic reach of 258 million

Source: Sprout Social

Some examples of our work

Click to edit Master title style

Castrol UK

What?• Launch Castrol masterbrand on UK social channels• Support a shift in sales strategy towards B2C• Drive brand awareness and consideration amongst mainstream UK

motorists (i.e outside of Castrol’s traditional core of automotive hobbyists and motorsport fans)

• Key challenge: promote a low-interest category to disinterested consumers!

How? • We recognised that to attract and retain followers, we needed to

provide emotional reasons to engage with the brand before addressing the product / RTBs

• Our creative strategy: Castrol. LoveYourCar.• We got consumers thinking about how vital their car is, how much of

their lives it enables and shares, the fantastic trips and great memories it has helped create

• We launched on Facebook, YouTube and Twitter in March 2014• Sharable images, viral video, quizzes and ‘big bang’ competitions:

light-hearted and often humorous content that highlights the relationship we have with our cars – and they have with us

Results?• 82,000 new fans / followers • 9,000 competition entries• Over 500,000 video views• 44 million social reach

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Jacob’s #SnackHappy

What? • Introduce Jacob’s to a new, younger audience, and encourage people to think

about its products in new and exciting ways through social, experiential and traditional media

How? • On 21 August, we launched the UK’s first savoury ice cream parlour in Central

London – bringing a range of savoury ice creams inspired by Jacob’s products to adventurous consumers…

• Kicked off with a media and influencer launch event, the parlour was open to the public for three days following

• Our ice-cream flavours were: A Pint of Ale & a Packet of Twiglets , Blue Cheese & Jacob’s Cream Cracker, Mini Cheddar Chutney, Tangy Tomato Sorbet, Avocado Crunch, and Salmon & Chive

• The team brought the #SnackHappy Parlour to United Biscuits’ HQ in Hayes, offering employees the chance to sample the flavours

Results? • Using our social currency of ‘Tweet for a treat’ we generated 1,192,027

impressions for #SnackHappy and 566,812 impressions for @JacobsSnacks• 1,500 samples distributed over the three days • Media reach 32.9 million• 34 pieces of coverage• Metro, Daily Mail Online, Independent, Mirror • 919 new followers for @JacobsSnacks • 96% positive sentiment

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HIT Entertainment

What?• HIT Entertainment – a division of Fisher-Price – is one of the world's leading

pre-school entertainment companies and home to much-loved brands including Thomas & Friends, Bob the Builder and Pingu

• 3 Monkeys was appointed by HIT UK in summer 2014 to manage and develop the Facebook and Twitter presence of three key brands: Thomas & Friends, Fireman Sam and Mike the Knight

 

How?• We understood that Thomas, Sam and Mike each have a latent power to

entertain, educate and inspire simultaneously – and that this could be leveraged to create great content and campaigns that parents would recognise as both fun and beneficial to their children

• For all brands, we recognised the importance of variety and visual storytelling to keep children and parents hooked: with the use of bespoke imagery, text, graphics, video, games, puzzles, quizzes and trivia we were able to create a highly shareable mix of content that drove both engagement and community growth

Results?• We reversed a decline in two channels and have driven substantial social

growth across all three brands• Acquired over 63 thousand new fans and followers – a 65% increase• Over 120 thousand unique users have interacted with our social content • We have achieved a social reach of over 22 million

  

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Autographer

What?Autographer was the world’s first intelligent, wearable camera, custom built to enable automatic, hands-free image capture. This was not only the launch of a new product, it was the birth of a totally new product category. We launched Autographer on Facebook and Twitter in 2013 with the aim of:• Establishing it amongst the photography and wearable tech

community• Building desire for the product and driving traffic to the

Autographer site

How?• We realised that the key component of our content strategy

had to be content from the device itself – especially in order to justify its premium price point

• We initiated social collaborations with influential artists, architects, travel writers, photographers, ethnographers and bloggers, who all used Autographer to create content for us

• We also collaborated with relevant partners such as Getty Images, Magnum, Rankin and Lulu Guinness

Results?• A highly engaged social community of over 40,000 (over

30,000 on Facebook)• Extremely high levels of content sharing from the Facebook

page• Stephen Fry heroed the Autographer on Twitter, causing

record levels of traffic to the site

Thank you!Questions?

020 7009 3100 | hugh.burrows@3-monkeys.co.uk www.3-monkeys.co.uk