CAMPAIGN

OBJECTIVE: Drive online users to the website of m-ms.com.ph where they can support and vote for their favourite M&Ms character.

PLATFORMS:• Blog Marketing (Contest)• Display Banners in Yahoo, Facebook,

and Nuffnang Blog Network• Social Sharing/Viral Marketing in

Churp Churp Network of Nuffnang

RESULTS

BLOG MARKETING

OMG Digital developed an email invite to bloggers to join the campaign containing the mechanics of the bloggers contest.

Heavy promotion of the contest was done inside the community of Pinoy Bloggers in Facebook.

bloggers

29registered

yellowhttp://jaredslittlecorner.infohttp://www.totteringmama.com

http://www.jaredslittlecorner.info/2011/06/vote-your-favorite-mm-hue-win-up-to-1000/

http://www.totteringmama.com/2011/06/m-ms-vote-and-win.html

green

http://www.pehpot.comhttp://livinglifetodfullest.blogspot.comhttp://ruthilicious.blogspot.comhttp://foodfashionbeautyblog.infohttp://dressup-down.blogspot.com/http://bucketofkisses.blogspot.comhttp://www.earthlingorgeous.com/http://www.yipeemedia.comhttp://livingmarjorney.blogspot.com/http://www.ilovekits.blogspot.comhttp://serenityoverload.blogspot.comhttp://ning4u.blogspot.comhttp://www.freebiesoverload.comhttp://amoreodiorapporto.tumblr.com/http://www.hotfunstuffs.comhttp://www.whimsandviews.comhttp://www.badudets.comhttp://www.mygreenlivingideas.comhttp://www.josieswindow.infohttp://clumsyclariss.blogspot.com/

http://www.pehpot.com/2011/06/vote-for-miss-green-and-win.html

Clickable banner leading to M&Ms site

Initiative contest

http://www.pehpot.com/2011/06/green-is-in.html

Clickable banner leading to M&Ms site

http://www.pehpot.com/2011/06/support-your-m7ms-candydate-wear.html

http://www.pehpot.com/2011/07/2-days-more-to-vote.html

http://www.pehpot.com/2011/07/miss-green-won.html

http://livinglifetodfullest.blogspot.com/2011/06/go-green-and-have-chance-to-win-1000.html

Clickable banner leading to M&Ms site –

Miss Green

http://livinglifetodfullest.blogspot.com/2011/06/use-human-nature-products-for-greener.html

Clickable banner leading to M&Ms site – Miss Green

http://ruthilicious.blogspot.com/2011/06/i-vote-for-green-m-because-im-green.html

http://www.foodfashionbeautyblog.info/vote-for-your-mm%E2%80%99s-candydate-and-win-prizes-worth-us1000/

http://www.foodfashionbeautyblog.info/have-you-gone-green-yet/

http://dressup-down.blogspot.com/2011/06/vote-and-win-for-ms-green-m.html

http://dressup-down.blogspot.com/2011/06/go-ms-green-go-m.html

http://bucketofkisses.blogspot.com/2011/06/vote-for-your-favorite-m-candydates.html

http://www.earthlingorgeous.com/2011/06/i-support-my-green-mms.html

Initiative contest

http://www.yipeemedia.com/2011/06/mm%E2%80%99s-vote-for-your-favorite-candydate-

character/1713

http://livingmarjorney.blogspot.com/2011/06/go-go-go-green.html

http://livingmarjorney.blogspot.com/2011/07/m-vote-win-campaign.html

http://ilovekits.blogspot.com/2011/06/m-candydates-go-head-to-head-vote-for-m.html

http://serenityoverload.blogspot.com/2011/06/go-green-m-search-is-on.html

http://ning4u.blogspot.com/2011/06/vote-for-candydate-green-on-m-vote.html

http://www.freebiesoverload.com/2011/06/green-is-in/

http://amoreodiorapporto.tumblr.com/post/6651391392/vote-for-my-m-m-candydate-miss-green

http://amoreodiorapporto.blogspot.com/2011/06/vote-for-my-m-candydate-miss-green.html

http://hotfunstuffs.com/2011/06/vote-green-mm-and-win.html

http://www.whimsandviews.com/2011/06/mms-candydate-vote-for-sexy-miss-green.html

http://www.badudets.com/im-voting-for-green-mms/

http://www.mygreenlivingideas.com/have-you-vote-for-ms-green-mms-candydate/

http://josieswindow.info/2011/06/lets-go-green/

http://clumsyclariss.blogspot.com/2011/06/m-popularity-contest-for-chance-to-win.html

redhttp://www.kumagcow.comhttp://littlemisskessa.comhttp://delectableideas.blogspot.comhttp://raindeocampo.wordpress.com

http://raindeocampo.wordpress.com/2011/06/08/mm%E2%80%99s%C2%AE-vote-and-win-campaign-for-the-most-popular-candydate/

http://www.littlemisskessa.com/2011/06/m-candy-election.html

http://www.delectableideas.com/2011/06/vote-red-my-m-candydate.html?spref=gr#close=1

http://www.kumagcow.com/2011/06/fight-for-your-right-represent-vote-red.html

bluehttp://boy-kuripot.blogspot.com/http://irishell.blogspot.com

http://boy-kuripot.blogspot.com/2011/06/m-vote-win.html

http://irishell.blogspot.com/2011/06/m-candydates-vote-win-campaign.html

orangehttp://manualtolyf.blogspot.com/

http://manualtolyf.blogspot.com/2011/06/vote-m-orange-for-change.html

Clickable banner leading to M&Ms

site

0.00 2,000,000.00 4,000,000.00 6,000,000.00 8,000,000.00 10,000,000.00 12,000,000.00

Click Thru RateClicksDelivered Ad Im-pressionsBooked Ad Impressions

6,261,062

10,015,492impressions52,560 clicks

0.52% click rate

’s note

This campaign launched last June 6 and ran until July 8. During the 1 month duration, campaign generated a total of 10,015,492 impressions and 52,560 clicks with 0.52% CTR.

The campaigns’ most effective placement in terms of both impressions is the Yahoo US Games sponsorship/takeover. It generated a total of 3,919,867 impressions in 2 weeks time while in terms of CTR it’s PH Messenger Insider at 27,535 clicks with a 1.01% CTR – this is way above the Yahoo industry average of 0.78% CTR for PH Messenger insider.

In return the campaign’s effective CPM and CPC is very much favorable at P99.85 and P19.03 respectively. This has been one of the lowest most effective CPM and CPC Yahoo has encountered.

54

PH Messenger LREC

55

US Games Sponsorship

56

US Games Sponsorship

57

PH Messenger LREC Takeover

58

PH Messenger LREC Takeover

• Facebook overwhelmingly delivered impressions and clicks compared to what was estimated. This is due to constant optimization of the ads.

• Industry Benchmark CTR is 0.01%Particulars Estimated Actual

Impressions 21,440,823 81,570,328

Clicks 16,666 31,706

CTR 0.03% 0.04%

Weekly Summary

Date

Impression

s

Clicks CTR CPC CPM Reach Frequen

cy

Unique Clicks

Unique CTR

Week of 06/05/2011

503,944

295 0.06% 0.09 0.05

251,365 2

290 0.12%

Week of 06/12/2011

7,048,491

3,834 0.05% 0.09 0.05

1,919,897 3.7

3,653 0.19%

Week of 06/19/2011

34,024,211

13,384 0.04% 0.09 0.03

5,538,077 6.1

12,490 0.23%

Week of 06/26/2011

36,499,713

12,959 0.04% 0.09 0.03

5,892,029 6.2

12,272 0.21%

Week of 07/03/2011

3,493,969

1,234 0.04% 0.07 0.03

938,206 3.7

1,202 0.13%

81,570,328

31,706

0.04%

14,539,5

74 29,907

LeaderboardWeek Total

Clicks 802Clickthrough ratio 0.2%Impressions 729,577Unique Impressions 404,006

Large RectangleWeek Total

Clicks 1064Clickthrough ratio 0.23%Impressions 854,754Unique Impressions 459,471

SkyscraperWeek Total

Clicks 409Clickthrough ratio 0.1%Impressions 797,374Unique Impressions 405,821

• Total Impression Delivered: 2,381,705

• Booked Impressions: 1,217,400

• Over delivery of 1,164,305 impressions

• The placement also received high CTR of 0.20% (industry benchmark is 0.15%)

Churp churp

696697

Total Potential Online Users Reached: 385,428Churpers Who Participated: 360

Number of users click on link: 1416clicksNumber of unique users click on link: 1053 clicks

Clicks Breakdown

Clicks Bought:Clicks Delivered:

56%

44%Top ChurpersOther Churpers

Percentage of Clicks Generated by Top Churpers

Buzz Report

Example of Twitter feeds:

FACEBOOK, TWITTER & FORUMS

The campaign was discussed in various social networking sites. This earned (media) results gave the campaign more reach and proved that it was successful.