ALEX WALKER - A Brand / Digital Planner's Case Studies
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Transcript of ALEX WALKER - A Brand / Digital Planner's Case Studies
ALEX WALKER
BRAND / DIGITAL PLA
NNER
6 years of experienc
e with Blue Chip Bra
nds
7 CASE STUDIES
7 CASE STUDIES
1. Co-‐crea=on of
OgilvyOne Peru.
2. Social Media:
Cua Cua (KraG)
3. Cross-‐media:
McDonald’s
4. Cross-‐media:
NIKE
5. Cross-‐media:
LG
6. 360 Campaign: PROMART
7. 360 Campaign: ASBANC
1. Co-‐crea=on of
OgilvyOne Peru
The ChallengeCreate and integrate a new digital department into Momentum Ogilvy & Mather Peru, integrate exis=ng clients and bring in new ones.
My RoleSet-‐upAt first my tasks ranged from Digital Planner to Account Execu=ve, Analyst, Copywriter, UX designer and Media Planner. AGer two months, having already won several clients, I could finally distribute my responsibili=es and focus on Digital and Brand Planning for important clients and pitches for both digital and integrated campaigns.
New digital methodologyWIth the help of Felipe De Lucio (Head of digital), we developed a new research methodology based in Marke=ng strategies, where the 5 stages of the Customer’s Journey (Associa=on, Interest, Desire, Ac=on, Loyalty) were simplified 3 phases: 1. Visibility 2. Accepta=on 3. Ac=on for Conversa=on, Searches & Website and Social Networks.With a unique dashboard, in a simple glance we could see what was happening to our client’s brand and help them take beeer decisions, thus differen=a=ng ourselves from other digital agencies.
ResultsThe team -‐ ini=ally me (Digital Planner), Felipe de Lucio (New Business Director) and Ronald Bustamante (Project Manager) -‐ grew from 3 to 10 people. But more importantly, we succeeded in integra=ng a broader team originally dedicated to ATL: Planners, Account Execu=ves, Copy writers and Designers for 360 campaigns. We integrated our more important clients, winning in 2 years 14 stable clients, launching successful integrated campaigns such as Cua Cua or LG, and winning several awards:
APAP Grand Prix Innova=on in media 2012: HENKEL -‐ “S=ck what you love”Innova=on in media 2012: ENGLISH EXCELLENCE -‐ “Sub=tle man”ANDA Excellence Award 2012 : KRAFT -‐ Cua Cua -‐ “That which you like”EFFIE Silver 2012 : KRAFT -‐ Cua Cua -‐ “That which you like”JADE Bronze 2013 Street Ac=on: LG “Microwave Chef”
360 integra>onI also helped to structure teams, integra=ng ATL senior crea=ves with Digital junior crea=ves and 360 Account Management teams to supervise our 360 accounts, where a step by step process would help us see what media to use when: Research / Customer Journey, Everyday Management, Remarkable Experiences, Influencers / P.R. and Media Planning.
The ChallengeTeenagers were reluctant to eat Cua Cua (our chocolate brand) with their friends as it was seen as too childish for them. Our challenge was to reposi=on Cua Cua, an iconic brand in Peru with 30 years in the market, to make it appealing to kids & teenagers.
My RoleDigital planningWe decided to focus on teenagers and spend all efforts on digital adver=sing on Facebook, where they spent an important part of the day. So, under the wide insight that the teenagers are addicted to novelty, likes things that are authen=c and share what they like on Facebook, we redefined the brand essence and divided the campaign into several phases.Media planningSupervision of investment in digital media.
Campaign: “That which you like”Our “Remarkable Experience” strategy was to launch in the first 2 months 14 teasers on TV, being able to watch the rest of the video on our Facebook page. The only cohesive element between them was the surrealist personality of our brand character, the teenage Cua Cua duck. The second main pillar of our strategy was the “Everyday management” of our Facebook page, where every post was full of insights of the life of peruvian teenagers. We were specially careful in keeping the authen=c brand personality and being random from post to post, keeping the interac=on up.
ResultsFrom 0 to nearly 1MM fans in 6 months, more than 2MM de fans aGer a year and having the best Engagement Rate of the country (average ER of 0,96).
Awards EFFIE Silver 2012ANDA Excellence Award 2012
2. Social Media
Cua Cua (KraG)
VIEW CUA CUA’S CASE ON YOUTUBEVISIT CUA CUA’S FACEBOOK PAGE
The ChallengeGenerate awareness by taking advantage of the Children’s day.
My RoleDigital planningWe have so much stress in our daily life, that we some=mes want to go back when we were kids, a stage in life full of enjoyment and discovery. We used this insight to help our consumers go back in =me, making Children’s day not only a day for our kids, but also for our inner child.
Media planningSupervision of investment in digital media.
Campaign:“Happy Children’s day to everyone”A simple ac=on: we modified for the whole day the most iconic McDonald’s store in Lima by making the counter taller.We also gave free balloons and congratulated our consumers for the children’s day on the paper of the tray with their order.
ResultsIn only 15 days we increased by 19,000 our Facebook fans, got 100,000 views and became trending topic in Twieer.
Awards ADS OF THE WORLD Silver, Best Ambient 201NY FESTIVALS Best Oudoor 2014OJO DE IBEROAMERICA Bronze 2014FIAP Bronze 2014
3. Cross-‐media:
McDonald’s
VIEW McDONALD’S ACTION ON YOUTUBE
The ChallengeGenerate awareness for the presenta=on of NIKE’s new T-‐ shirt for Lima’s soccer team, Alianza.
My RoleDigital planningThe insight was that the mass of Alianza’s followers only supported their team in important matches, while more hard-‐core fans scorned the followers that were less involved in the rest of the year. We harnessed the energy of the hardcore’s by materializing the progress of the team in a visual representa=on, a moving bus, giving them the tools to convince other followers to be more involved.Integra>onIntegra=on between Btob (a digital agency) and Fahrenheit DDB to land crea=vity in digital planorms, plan the investment in digital media, generate PR, generate digital reports and supervise op=miza=on processes.
Campaign: #AvanzaAlianzaUnder the hashtag “#AvanzaAlianza” (Move forward Alianza) we launched a campaign where a bus was fueled with tweets under the
hashtag #AvanzaAlianza, where 1 tweet = 10 meters, with the objec=ve of arriving to the field where the official presenta=on of NIKE’s T-‐shirt was held. To prepare the event, we campaigned a teaser in Social media, banners, billboards and through digital men=ons of popular peruvian influencers. We invited journalists and raffled invita=ons with social media followers to jump inside the bus and document the event in real-‐=me. On the 5th of January of 2013, we were able to accomplish our goal of arriving to the stadium thanks to the support of the team’s followers.
Results23.500 new fans on Facebook and 40% more followers on Twieer, making #AvanzaAlianza Trending Topic. All T-‐ shirts were sold the same day, and we were able to get 300 min. of coverage in TV and Radio as well as blogs and forums.
Awards ANDA Finalist 2013 Interac=ve CampaignDIGI Best Cross-‐media campaign 2013EFFIE Finalist 2013 Interac=ve CampaignFIAP Finalist 2013 Interac=ve Campaign
4. Cross-‐media:
NIKE
VIEW NIKE’S CASE ON YOUTUBE
The ChallengeTo introduce the habit of microwave cooking in the C segment of Peru (lower-‐middle class).
My RoleDigital planningIn Peru, microwaves were perceived as a luxury element that worsened the quality of food, and, most importantly, deprived mothers and wives from showing their love to their family with their meals. We needed a campaign that would diminish the ini=al fear of use and make it more familiar for everyone.
Campaign“Microwave Chef”At the same =me than a more “standard” interna=onal campaign was screened on TV, we launched a Guerrilla Marke=ng Campaign that was placed on digital media (Social Ads and Youtube).
We changed the tradi=onal focus and introduced LG’s microwave directly in the daily life of our poten=al consumers by introducing the new LG microwave in quick-‐food vans in the lunch =me period of busy business areas. A friendly ac=on that was able to steal the smile of its users.
ResultsWe boosted sales by 112% in the quarterly results. Digitally we got 22,000 new Facebook fans in a 3 month period, but, most importantly, we introduced the possibility of cooking a quick meal at home when you really really don’t want to cook.
Awards JADE Bronze 2012 Street Ac=on
5. Cross-‐media:
LG
VIEW LG’S STREET ACTION ON YOUTUBE
The ChallengeTo launch PROMART and posi=on the new Home center store as the one with the best personalized service.
My RoleBrand Posi>oningBecause you can serve beeer once you fully understand who you are servicing, under the slogan “Hagámoslo Juntos” (Let’s do it together), we focused PROMART as a brand open to understand the par=culari=es of every home.
Brand / Digital PlanningAdver=sing in Peru normally portraits perfect blonde families which are far away from the reality of the country. We wanted to get close to peruvian daily life, under the cultural tension where we all secretly wish a model “normal” family and desire to change ours, but we also want to stay real.
CAMPAIGN“Your family is perfect”We focused PROMART as a brand that understands that every family is perfect as long as they care for each other -‐“perfect imperfec=ons”-‐ helping them to adapt to their daily life through home improvement. We represented this idea through the story of an “imperfect family” -‐ a single fat dad with a deaf daughter -‐ and how house improvement helped his daughter with his boyfriend.Our Facebook page was used for home improvement =ps and, most importantly, as a real-‐=me answering for any doubts about the improvement of the user’s homes.
AWARDSTHE ONE CLUB -‐ Finalist
6. 360 Campaign:
PROMART
VIEW PROMART’S AD ON YOUTUBEVISIT PROMART’S FACEBOOK PAGE
The ChallengeMake the peruvian public understand the new common banking language.
My RoleBrand / Digital PlanningThe level of credibility of the public and private ins=tu=ons of Peru was very low. Banks were worried that the general public would misunderstand the reason of the change of language -‐ “why was there so much text before and and now it’s short?”. We couldn’t talk about the past so that they wouldn’t worry about the change. We focused only in the present, and in this, in the beauty of simple communica=on.
Campaign“Let’s talk simple”We harnessed the directness of peruvian colloquialism, where one colloquialism is used for every context, associa=ng this simpler communica=on with banks.
With the moeo “Compromiso hablemos más simple” (Compromise to talk simpler) and the isotypes TREA and TCEA, we launched an informa=ve 360campaign about the simplifica=on of the new banking language. This campaign directed to a website which would deepen into details (hablemosmassimple.com) and a Facebook page where you could aeend the doubts of its users.
I also helped focus the design and naming of the new indicators “TREA, la tasa que te rinde” (TREA, the rate that yields”) and “TCEA, la tasa que te cuesta” (TCEA, the rate that costs).
7. 360 Campaign:
ASBANC
VIEW ASBANC’S AD ON YOUTUBEVISIT ASBANC’S WEBSITEVISIT ASBANC’S FACEBOOK PAGE