Sunrise with Ruby -...

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Path to purchase & Getting attention online Simon Stevens, Tim Wilson Sunrise with Ruby Ruby cha cha April 2014

Transcript of Sunrise with Ruby -...

Page 1: Sunrise with Ruby - s3-ap-southeast-2.amazonaws.coms3-ap-southeast-2.amazonaws.com/resources.farm1.mycms.me/rub… · Path to purchase & Getting attention online Simon Stevens, Tim

Path to purchase & Getting attention online

Simon Stevens, Tim Wilson

Sunrise with Ruby

Ruby cha cha April 2014

Page 2: Sunrise with Ruby - s3-ap-southeast-2.amazonaws.coms3-ap-southeast-2.amazonaws.com/resources.farm1.mycms.me/rub… · Path to purchase & Getting attention online Simon Stevens, Tim

Agenda

1.

Path to purchase

2.

Getting attention online

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The path is no longer a funnel…

87%

53%

31%

9%

61%

58%

29%

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…it’s more like a cycle

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Many non-linear touch points

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Category dependent

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Implications

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MARKETING

Understand touch points

Shift in focus to brand engagement

Monitor pathway evolution

RESEARCH

Establish and quantify touch points

A new segmentation approach

A new brand equity approach

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We’re going to have a look at 5

different campaigns:

#URBAN DECAY

#PONYMIXER #GTRIDE

#HIBERNOT

#UNBELIVABLE BUS

SHELTER

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#PONYMIXER

Powered by: Linked back to special

offers from Three while

also improving brand

health metrics

Sometimes being

entertaining is enough

https://www.youtube.com/watch?v=Ekr05T9Iaio

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#GTRIDE

Powered by: Social aspects make the

game more sharable

Drives interest from

younger buyers

http://vimeo.com/91426960

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#HIBERNOT

Brought to you by: A community hub to

connect, share and learn

from other like minded

individuals

A celebration of winter

for those who want to

make the most of

everyday

http://www.hibernot.co.uk/

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#UNBELIVABLEBUSSHELTER

Brought to you by: Keeps the brand top of

mind

55 Million YouTube

Views

https://www.youtube.com/watch?v=Go9rf9GmYpM

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Thank you

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