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 |

Noun

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

Ie.

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


Campaign Tools

»Barack Blog


Campaign Tools


Campaign Tools

»Social Networking


Campaign Tools


Campaign Tools

»Even the Wassssssuppp guys were there…..


Campaign Tools


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


Campaign Tools

»Mobile Marketing - Obama Mobile


Campaign Tools


Campaign Tools

»SEO


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?


WHY?

» We’re a DIGITAL MARKETING AGENCY!

» We’re surrounded by talented THINKERS

» Our CLIENTS WANT this

» Advertising agencies are TERRIFIED of this!


HOW?

» 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)


WHAT?

» 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

TIME


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?