国外广告公司简介(专业、清晰、视觉冲击)

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1. EMAKINA Buzz Marketing & Viral Strategies andStrategies Emakina AcademyBuzz Marketing朝阳治疗宫颈糜烂最好的医院北京京爱医院 http://www.bjjayy.com/
2. WelcomeBrice Le BlévennecPresident Emakina
3. ––––About EmakinaEmakina is the leading independent Belgian web agency.We offer the following integrated servicescreative consultancy and graphic design web development and IT integration e-business and strategic consultancy marketing communication servicesWith an award-winning team of over +80 web experts, Emakina delivers state-of-the-art projects.
4. Some Emakina Customers
5. Selected CasesViral BuzzVolkswagen New Beetle Volkswagen Polo Fox Proximus Vodafone live! Ugly Duck Proximus 3G Sprite Light Goblin + Goblin Blog Jean Paul Gaultier! ! ! ! !! ! ! ! ! !
6. Today’s topic“Viral marketing is likesucceeding in Hollywood: every actor wants to do it, only a few succeed.”
7. Case Studies Volkswagen Beetle Volkswagen Polo Fox
8. Buzz– A low, vibrating sound– A particularly intense kind of Word of mouth
9. Buzz MarketingA term used in the marketing industry todescribe activities that companies undertake to generate favorable word of mouth publicity about products and services
10. Initial BriefingMake some animation on the vw.be website to relaunch New Beetle Cabrio mini-site before the summer
11. The IdeaBenefit from the notoriety of the "Yeti" game which was one of the largest buzz on the Internet in 2004
12. The ConceptThe goal is not directly hit the targetbut rather to create a rumor that can reach to the target
13. The Storyline– The New Beetle Cabrioassists the penguins martyrized by the Yeti– New Beetle Cabrio savesthem and makes themrebounding on its capotte to the sea– Positive wink ;-)
14. The Game– Basic arcade game,easy to understand– The more you make rebounds with penguins, the more you get points – The more you savepenguins, the more you get big points
15. The Game– The game stops afterhaving let 4 penguins falling on the floor or if you send your car to water
16. Design Approach– Cartoon design – Fresh interface
17. Excite the PlayersAt the end of each part, the player will have the possibility to send by email a certificate (HTML format) attesting that he saved a certain amount of penguins
18. Excite the PlayersAt the bottom of the certificate the address of the game with an invitation: "Defy your friends by sending them the address of the game!".
19. Excite the PlayersA permanent table of high scores is posted on the first screen of the game in order to stimulate the challenge
20. Demo
21. A Few Figures– 5.000 monthly single visits on the mini sitebefore the game was launched– 130.000 single visits on the mini sitethe month the game was launched– 12.000 monthly single visitson the new beetle cabrio mini site today.– 75.000 players have already registeredtheir email address !
22. Campaign Appreciation– Low cost promotion !– Email sent to the 40.000 registered usersof the VW e-News (www.vw.be/enews/)– Bannering on the www.vw.be home page – Bannering on "Play the Game" site – Emailing via "Play the Game" list– Word of mouth did the rest! What a buzz!
23. New Buzz Campaign in May 2005– Volkswagen launch new Polo Fox– 3 week prelaunch buzz & blog marketing campaign – http://www.tonysheraton.be– 2 month activation (interactive video) on Volkswagen website – http://www.vw.be
24. Tony Sheraton – Chain mailMessage:Hi Fred,You told me once that I could count on you if I neededsome helpWell, I think I getting where I want; I’m at the top!I’m in super-form and my artistic feeling has never beenbetter!Could you ask the people you know if they have a job forme? That would be super!I also have a website http://www.tonysheraton.be where
25. The first presence on MSN was with a simpletext link on thehomepage
26. Then, on the Hotmail site
27. Then, within theMessenger window
28. On Skynet, there werethree different places, allon the homepage
29. ––2. Teasing phase Creative concept Campaign map– – –Creatives Viral effort Results
30. –––2. Teasing phase: viral effortBroadcast to different e-mailings lists:“Brice site of the day” Other Emakina opt-in lists
31. ...…...2. Teasing phase: viral effort – Research network: – Find first echelon of target traffic sites: write the editorials & directly access the videos • Forums: Studiant.be, Skynet forums, blogs… • Funny sites: pureesoiree.be, zattevrienden.be – Find second echelon: sites that help people to find the promotional material & increase referencesFR (80-sites) accrodelire.com atoutcoeur.com drole-video.comNL (70-sites) 1001moppen.be bigfun.be bulletinboardforum.comEN (50-sites) afunworld.com allfunnypictures.comzone-humour.comcoolegames.comunoriginal.co.uk workcanwait.co.ukzonehumour.com zwatla.comstudiant.be supergame.bewowfunny.com
32. –––––––––––––––2. Teasing phase: viral effort Create site accounts and start posting:http://www.zattevrienden.be http://www.pureesoiree.be http://www.alldumb.com http://www.uniquepeek.comrademakd/******** david_rademaker@hotmail.com/********* rademakd/*************** david_rademaker@hotmail.comhttp://www.pricelessfunnypictures.com/http://www.studiant.be/forum http://www.lachspieren.be http://www.prettig.be http://www.flabber.nl http://www.collegehumor.com/ http://www.noodingang.be/ http://www.bigfun.be/rademakd/***** rademakd/******* rademakd/******* rademakd/************** rademakd/******* rademakd/******* rademakd/*******http://www.dikkezever.be/dikkezever/index.aspx http://www.wzl.be david.rademaker@gmail.com/rademakd/****************
33. 2. Teasing phase: viral effort – Insertion & activation: forum posts – We maintained a diary to keep track of what posts were when inserted (to avoid duplicates). Editorials and promotional texts were custom adapted to the style of the site in order to increase the changes of acceptance:28/07/2005www.pureesoiree.beNLsubmitgriffe_nl.swfDude, don't pimp my car (link) Bald guys should NOT try to pickformup chicks…28/07/2005http://www.studiant.bNLsubmitstrip_nl.swfZoals ze in 't Engels zeggen "Is that a gun in your pocket or aree/forumformyou just happy to see me?" - (link) - 't Zal wel weer een of andere reclame zijn maar toch goed gedaan… – Insertions of certain material were followed-up by insertions of other material. This allowed us to be present at many fronts with a variety of material
34. 2. Teasing phase: viral effort– Insertion & activation: funny sites
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40. 2. Teasing phase: viral effort– Emails to webmasters– Mails were sent to various webmasters to convince them to pick up leads. Webmasters are always on the lookout for new original material and catchy headlines – We assisted them in this by suggesting headlines and matching captions – Close to a hundredwebmasters were contacted like that
41. 2. Teasing phase: viral effort– See also appendix 1: mention/review of the teasing phase on(e-)marketing sites/blogs
42. –2. Teasing phase: viral effortEven after the launch…
43. –2. Teasing phase: viral effortEven after the launch…
44. ––2. Teasing phase Creative concept Campaign map– – –Creatives Viral effort Results
45. ––––––2. Teasing phase: results – Quick facts:Total traffic: Before product launch: Highest day peak: Language ratio: Number of video views: Peak on number of links:216,574 unique visitors 102,212 unique visitors 22,025 (Sunday, July 31) NL 57% - FR 43% +/- 275,000 (all videos) +/- 250
46. 2. Teasing phase: results – Comparison webvertising vs. viral: (*: see next slide) – Overall figures: • Paid bannering: • Viral traffic: – Before product launch: • Paid bannering: • Viral traffic: – Within identified top-5 referrers: • MSN-Bannering: • Skynet-bannering: • Main posts & stimuli:73,144 visits (33%)* 143,430 visits (66%) 73,144 visits (60%)* 47,843 visits (40%) 25% of referred traffic 10% 65% of referred traffic
47. 2. Teasing phase: results– Note on accuracy:– Reported unique visitors/visits numbers are guaranteed minimums• In reality, one can add 10-20% to compensate for proxy caching effects (i.e. large corporations frequently surf from a single IP address and all employees count as 1 visitor)– Missing referrer data• We can not independently confirm (via our referencing counter) thenumbers as reported by MSN/Skynet but we accept them• Normally we can confirm these numbers with an error range of about 10% but here it seems to be more like 75% # can be result of counting scheme at media reps
48. 2. Teasing phase: results– Cost efficiency report:– Classical bannering will always be necessary to support a campaignbut it does not make or break a campaign– Here, the quality of the viral campaign had a far more importanteffect than bannering– Some figures for costs per click• Bannering: 20K ! / 73K clicks # 0.27! / click• Viral promotion: 7.5K ! / 143K clicks # 0.05! / click • Efficiency of viral vs. bannering: x5!!
49. 3. Reveal phase, by Emakina
50. ––3. Reveal phase Creative concept Campaign map– –Creatives Results
51. –––3. Reveal phase: creative concept – Message focusing on: Quality/reliability– –Simplicity Fair price In the “ugly & bad” tone of voice of the brand All this is a 100% consistent design
52. ––3. Reveal phase Creative concept Campaign map– –Creatives Results
53. 3. Reveal phase: campaign map Geentralala.be: no content anymore, becomes a redirect to UglyDuck.be Opt-ins from teasing phase have been warned by e-mail Geentralala.be/pres: page for pressBannering on Skynet & MSNUglyDuck.be Page where to see/download the movies
54. ––3. Reveal phase Creative concept Campaign map– –Creatives Results
55. –3. Reveal phase: creativesThe redirect page on Pasdechichi.be:
56. This e-mail was sent to opt-ins from the teasingphase
57. The press had access tothis page (LG&F)
58. On the homepage of UglyDuck, a link wasplaced to see the movies
59. This time, the movieswere signed with“UglyDuck.be”
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66. ––3. Reveal phase Creative concept Campaign map– –Creatives Results
67. 2. Teasing phase: results – Further role of viral in traffic generation (via teasing site):– Total traffic: – Before product launch:216,574 unique visitors 102,212 unique visitors
68. 3. Reveal phase: results– E-mailing to opt-ins from teasing phase:
69. thanks to 1.547.153 3.172 3. Reveal phase: results – Webvertising (figures from DAD): régie MSN site MSN HP MSN entertainment MessengerFormat IMU Leaderboard Leaderboard expandable Overlayer Skyscraper expandable Mini banner 18-34 Imp. Reçues 1.038.756 524.266 714.161 160.605 192.057 2.915.647Clicks 4.010 2.978 36.475 8.805 1.525 17.029 CTR benchmark 0,4% 0,16% 0,29% 2,18% 0,29% 0,5%Best CTR DAD for Proximus 0,6% 0,4% 3,3% 13,8% 1,7% 1,2%CTR real 0,4% 0,6% 5,1% 5,5% 0,8% 0,6%MSN Total5.545.49270.8221,3%SkynetSkynet HPIMU Leaderboard Skyscraper Skyscraper expandable414.260 114.234 175.581 628.9492.459 603 342 1.533 0,4% 0,16% 0,23% 0,29%0,6% 0,4% 0,4% 1,7%0,6% 0,5% 0,2% 0,2%=> Skynet ROS Skyscraper 190.036 380 Exceptional high resultsSkyscraper FREEEmakina creatives!! Skynet Total 3.070.213 8.489 Grand Total 8.615.705 79.3110,23% 0,23%0,4% 0,4%0,2% 0,2% 0,3% 0,9%
70. 4. Emakina’s conclusions
71. Via ourfigures tool Prelaunch Teasing campaign Viral marketing ! Channel Visibility !# of visits to partner web sites !CTR (Click Through Rate) * !# of videos downloaded: +/- 275’000 !# of videos forwarded via site +/- 2500 people did send video to friends via site (number of recipients: unknown) !# of inscriptions +/- 2000 people wanted to be informed of reveal/follow-up These trackingcould be answered via our tracking tool *Webvertising only with text link on Skynet, MSN, Messenger, Hotmail Launch Internet website visits Contracts/sales ! Sales !Sales per gross-gain !Sales per swap !Sales per Port-in ! Channel visibility !External !# of people seeing banners !# people clicking on banner !# of visits (CTR**) !Internal !# of pages visited 194,680 visits !# of visits converted into contracts !% of French/Dutch/English visitors 57% NL vs. 43% FR **the CTR will only indicate the number of visits through the banners and not the direct click to the site Post-Launch Calling behavior Customer profile !Consumer Behavior !Age !% of voice !% of SMS !Frequency of Reload !Amount of Reload !% of Free Minutes used Via our tracking tool
72. 4. Emakina’s conclusions: timeframe– Normal viral campaigns take 1-2 months & require carefullyplanned multi-platform presence– The timeline was very challenging (2 weeks):– Effective time window for viral campaign was decreased– Action plan was adapted from “slow build” # “massive tam-tam” – Was very challenging but we met traffic expectations and evensurpassed our own hopes / wild dreams
73. ––––––––––––4. Emakina’s conclusions: comparison with the Sprite campaignUglyDuck.be Ultra-high traffic in ultra-short time window (almost 200k / 2 weeks) High pick-up rate of high-quality creatives on other websites More visuals, videos Lower interaction model Less web links (250) but this is because campaign was shorterSprite Goblin High traffic in short period (150k / 1.5 month) Low pick-up rate of creatives but more word-of-mouse More content, story telling More interactive (custom images posted on site) Lots of online links (1000)
74. 4. Emakina’s conclusions– Traffic: this must be a record on the Belgian web(but we were a bit lucky since time was unrealistically short)– Planning: time-window to be enlarged across different media (3to 4 weeks is ideal)– Brand awareness: to be improved: more text/captions to positionfunnies
75. Appendix: Pasdechichi on buzz/viralmarketing sites
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86. Case StudyJean Paul Gaultier
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93. –––Campaign Results–2005-Q4 European campaign +160’000 visitors +215’000 visits – Site even made it to official Apple QuickTime Guide
94. Case StudyYes By SodexhoArchive Online
95. Yes – Gift Voucher– What Ticket Restaurant is for food, the Yes! will be as gift voucher for presents, special occasions, … exchangeable in many prestigious outlets
96. Buzz Campaign– A certain Sam Lennov has returned from the future and is making various predictions on social, cultural and economic level. Highlights are the prediction of the YES…
97. 4286446Designing a story development YES CURRENCY… and let the story evolve to more specific topics to build geo-political changed world technologicaleconomictimea climaxchangeschanges3scientificenvironmental changeschangessocial cultural changes2 medical changes1 time machinechangesentertainmentchangesWe’ll start here, talking from a human interest level to get the story going… Sam LennovThese numbers indicate the proposed number of topics / weight within the story
98. postsScheduling postsTraffic picks up and becomesexponential mainstream July 2005 Story gets picked up by10th planet is discovered but not predicted. However, this is the realisation that he knows andSam leads a quite life and is considering going public with his story but it’s the coming Tsunami that will kickstart it. Sam’s friends March 2005July 2005July 2005Press coverageinfluences the future…JuneAug Sep OctJan 2004Oct 2004Dec 2004April 2005 20052005 2005 2005timeBlog is createdStarts additional posting
99. ––––––––Campaign Figures1.5 month campaign Budget 10K+30’000 unique visitors +42’000 unique visits +184’000 page views 4.5 page views / visit 13min average visit21 highly creative posts on a variety of human interest topics – 1325 quality interactive comments
100. MortiCampaign Appreciation – School forums, class speeches, countless online forum discussions, – Magazine and TV journalists seeking contact Geachte heer Lennov,Ik werk als journalist voor het maandblad Menzo, en in functie daarvan stel ik u graag volgende vraag: kan ik u ergens zien, interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan u garanderen dat indien we tot een akkoord komen voor een interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en visie op verschillende zaken, maar zou u toch graag wat concretere vragen willen voorleggen, zonder onze lezer ook maar enige duiding te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we het beschouwen als een open interview, reclame voor uw blog maar wel in die mate dat we werken met vraag en antwoord. Bovenal: ik begrijp dat u geen foto’s uit de toekomst kan laten zien, maar u vermeldt wel enkele voorwerpen, die ik graag eens zou zien .. ik hoop alvast dat u toch even over mijn voorstel wil nadenken, u kan mij altijd met een privé-nummer bellen op het nummer: 0496/xx.yy.zzz met vriendelijke groeten, JornHey Sam Met verstomming en met veel respect en interesse bekeek en las ik je webpagina’s! Het is nl zo dat ik reporter ben voor VTM. Nu wil het toeval dat ik net voor een reportage op zoek ben naar verhalen en getuigenissen over leven in de toekomst? Mag ik je hierover eens contacteren (telefoonnummer ofzo). Ik beloof absolute discretie en kijk uit naar je mailtje? Thanks, nog veel plezier hier en nu en hopelijk tot heel binnenkort.
101. Reveal Phase– Sodexho endorsing the campaign– Admitting the claims made on the archiveonline.be site
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103. Contact usEMAKINARue Middelbourg, 64A 1170 Brusselsinfo@emakina.com www.emakina.comTel : + 32 2 400.40.00 Fax : + 32 2 400.40.01

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