xister presentation 2014_lastworks - carlo sebastiani

ROME, 2014 lunedì 10 marzo 14

1 . Manifesto 2 . People 3 . Brands 4 . Numbers 5 . Projects

INDEX

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1.

MANIFESTO

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80 people in Rome, Milan and Turin, over 40 accounts in the last 2 years. And a network of side projects and fellow players, helping us to push the boundaries of our work always a little bit further.

xister is a creative agencySince 2002 we have been delivering high-quality communication services, where cultural and behavioural elements give life to stories around brands.

No matter what media. Across media. Using technology as a commodity and a frame of inspiration.

MANIFESTO

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2. PEOPLE

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They are our treasure, our real asset. They are the bond that ties our business partners to us.

When you choose xister, you choose a communal vision, an organism that keeps growing through the years in such a unique way.

there is no culture without people.xister is made up of 80 people, different backgrounds and skills, various tastes and interests.

All of them share the same space, community life, joys and critical moments.

PEOPLE

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3. NUMBERS

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5 managers, 30 accounts

20 creatives, 10 planners

15 engineers

3 citiesRome, Milan and Turin

More than

5 millioneuro turnover

80 people

More than 40accountshandled

NUMBERS

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4. BRANDS

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BRANDS

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Luxottica Group

Fiat Group Automobile

Universal Pictures Italy

Unilever Italy

Birra Peroni

26%

17%

10%

10%

6%

2002

2002

2002

2011

2008

ACCOUNT TURNOVER SINCE

top accounts 2013

BRANDS

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5. PROJECTS

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who we areWe are gurus of digital media that produce pervasive effects regardless of the content of information delivered.

We act as consultants to our customers to shift traditional marketing ideas into the digital arena.

PROJECTS

You know us better than we do. We have been dissected and analyzed in depth during the roster process.

Our key feature is a deep understanding of digital media trends, because we live and breathe digital culture and behavior, and this allows us to get there sooner and have competitive edge over others.

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what we doWe will cover all ambition levels:

PROJECTS

Gold, where we start from

strategy

Bronze, where we just localize

international content

Silver, where we implement a

solution.

We will be showing you several projects designed and executed for large multinational accounts.

Rather than focusing on content we will be underlining the scope and variety of THE digital media involved: from blogs, contests, gamification to entertainment and viral content.

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5.1 WINNER TACO PROJECTS

client: BRAND:

YEAR: AMBITION LEVEL:

unilever algida

2014 gold

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viralEvery time content was published, fans added sarcastic comments and objections combined with the request to bring Winner Taco back onto the market AFTER 15 YEARS OF ABSENCE, while all the social activities of the brand were systematically snubbed.

In 2011 the ITALIAN Facebook page for “Give us back Winner Taco”

was created.

The page registers the complaints and protests of Taco fans, publishing them with slogans, jokes and parodies and funny photomontages.

The fans of "Give us back Winner Taco” continued to grow and slowly they "invaded" the official Algida Brand Page.

WINNER TACOPROJECTS

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the story

WINNER TACOPROJECTS

We listenED to Winner Taco FANS for 24 months, observing and GETTING TO KNOW them and we realized it was a large community and active enough to take strong decisions.

We gave Unilever enough data and MOTIVATION to make the right choice and worked on a Crisis Management Workflow to be ready for the Reaction.

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first 2 daysTo prepare everybody for the return of the “Big Polar Bear”,

we launched 2 teaser posts on january 15th.

WINNER TACOPROJECTS

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JAN 15TH

was still ambiguous and generated skepticism, then IT TURNED VIRAL.

The FIRST one

WINNER TACOPROJECTS www.facebook.com/AlgidaItalia

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http://www.facebook.com/AlgidaItalia


JAN 15TH

REVEALED more evidences AND REMOVED ANY REMAINING DOUBTS.

The SECOND one

WINNER TACOPROJECTS www.facebook.com/AlgidaItalia

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Then came the bomb, on january 16th in morning, the most popular post ever published by Algida’s Facebook page WAS: “THE official announcement OF THE RETURN OF THE Winner Taco's return”.

Then came the bomb,

WINNER TACO JAN 16THPROJECTS www.facebook.com/AlgidaItalia

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FACEBOOK-3rd dayWINNER TACOPROJECTS

REACH

First post:

Second post:

Third post: 643,328

Fourth post: 13,522

Fifth post: 32,896

1,348,672 TOTAL REACH

266,368

131,584

643,328

13,522

32,896

www.facebook.com/AlgidaItalia

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TWITTER (3rd day)WINNER TACOPROJECTS

HASHTAG

Winner Taco: 4,915,790 (3,953) tweets

#WinnerTaco: 6,432,530 (3,995) tweets

11,348,320 TOTAL REACH

Trending Topic 2# (Italy)

6,432,530

4,915,790

twitter.com/search?q=winnertaco&src=typd

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GUARDA VIDEOlunedì 10 marzo 14

https://vimeo.com/88365299


WINNER TACOPROJECTS

contributorsProfile Twitter RADIO

@radiodeejay

@wireditalia

@vodafoneIT

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WINNER TACOPROJECTS

media“Algida relaunches

the Winner Taco: all thanks to Facebook”

“The return of the Winner Taco: a victory of the trolls (the good ones)”

“A social media victory: the ‘90’s ice

cream is back”

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5.2 PERONI PROJECTS

client: BRAND:


peroni cuore peroni

2013 gold

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5.3 UNFORKETABLE PROJECTS

client: BRAND:


pasta garofalo unforketable

2013 silver

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streaming

UNFORKETABLEPROJECTS

Unforketable is a video encYclopedIA of recipes developed by Niko Romito and Pasta Garofalo that shows how to make dishes that are part of the Italian heritage at home.

Unforketable puts tradition on the table and updates it to teach everyone the best Italian cuisine in the easiest way.

Whatever THE dish, THE RECIPES SHOW the basic rules to follow.

the ingredients ARE VALUED making them the lead players TO bring out the flavoUr AND pinpoint the taste. IT IS A new way of being in the kitchen AND It’s simple.

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UNFORKETABLEPROJECTS

Pageviews Visits 16,377

Unique Visitors 10,549

Registrations 1,285

Orders 102

Gifts 17

Android App 332 download

16,377

KPI (1st month))

10,549

1,285

102

17

332

unforketable.it

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http://unforketable.it/


5.4 LICK CHALLENGE PROJECTS

client: BRAND:


unilever algida

2013 bronze

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LICK CHALLENGEPROJECTS

streamingLick Challenge is also available for mobile on the App Store and Google Play . The online game was supported by a display campaign from April to June.

The official Cornetto Algida social channels supported the launch activities with a dedicated look and feel and an editorial plan to push fans to participate.

The first online licking competition, created by Algida to promote the most famous cone in the world and to give fans a chance to interact WITH each other.

Cornetto offers its fans the chance to challenge Nick Afanasiev, the most talented toNgue of the universe.

All that is needed is a computer or smartphone webcam. Users need to start licking the Cornetto CONE as quickly AS POSSIBLE AND CAN also challenge THEIR Facebook friends.

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LICK CHALLENGEPROJECTS BANNER

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5.5 LE MAMME DEL SORRISO

PROJECTSclient: BRAND:


colgate palmolive colgate

2013 gold

(THE SMILE MUMS)

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PLAY, tips on school holiday ACTIVITIES and food to grow together in a fun way.

This activity was set up within the context of the Colgate kids contest called 'dazzling smile, bright future'.

LE MAMME DEL SORRISOPROJECTS

blogA blog dedicated to mothers and their children. A space where they can find tips and information on how to grow together as well as games for the little ones.

Each week a team of mom bloggers post articles on how THEY spenD time with their kids, the games THEY

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LE MAMME DEL SORRISOPROJECTS

403,373 Pageviews

108,338 Visits

91,555 Unique Visitors

14 Blogger Engaged

54 Blogger Articles

15 Educationals

KPI (6 MONTHS)

403,373

108,338

91,555

14

54

15

blog.lemammedelsorriso.it/

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http://blog.lemammedelsorriso.it/


LE MAMME DEL SORRISOPROJECTS KPI (6 MONTHS)

403,373 Pageviews

108,338 Visits

91,555 Unique Visitors

14 Blogger Engaged

54 Blogger Articles

15 Educationals

403,373

108,338

91,555

14

54

15

blog.lemammedelsorriso.it/

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5.6 STYLE MILES PROJECTS

client: BRAND:


luxottica group vogue eyewear

2012 silver

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gamification

STYLE MILESPROJECTS

Vogue Eyewear is a semi-durable CONSUMER BRAND with a need to consolidate its identity.

We have implemented A reward PROGRAM platform for Luxottica USING THE market-leading product, Gigya.

After success confirmed that it was the right strategic choice, it was replaced it with a solution developed

by xister that will soon be extended to the Ray-Ban brand.

xister has been collaborating with Luxottica at a strategic level since 2002 and provides the International Marketing Department with an in plant support team.

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the storyvisiting vogue-eyewear.com, following on facebook and twitter, liking contents. An engaging way to increase visits, follows, likes and other online activities connected to the brand.

STYLE MILESPROJECTS

The rewarding platform, engagES Vogue fans through online social actions and interactions.

A virtual passport, many style miles to collect. Once users join Vogue Eyewear Style Miles, they immediately start to get miles on their passports. Miles can be earned by logging in,

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STYLE MILESPROJECTS BADGE

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STYLE MILESPROJECTS

3.800.000 Visits

34 Countries

389.000 Facebook Fans

38.500 Registered Users

25.500 Profiled Users

14.000 Badges

3.800.000

34

389.000

38.500

25.500

14.000

KPI (12th MONTH) www.vogue-eyewear.com

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http://www.vogue-eyewear.com/

http://www.vogue-eyewear.com/

5.7 AVEENO PROJECTS

client: BRAND:


johnson&johnson aveeno

2013 gold

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the storyJohnson&Johnson HAS launcheD two

of ITS brands on Facebook with the official brand profiles: Aveeno AND

Aveeno Baby.

Xister is developing the presence of the two brands in the social scene with an engaging DEDICATED posting plan, social contests and digital couponing and is involved in technical creation AND moderation.

In order to increase the fan base and the engagement rate, xister will organize and manage online contests on the fan pages and couponing activities to bring people and brand closer together.

AVEENOPROJECTS

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AVEENOPROJECTS POST (AVEENO) www.facebook.com/AveenoIT

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AVEENOPROJECTS POST (AVEENO BABY) www.facebook.com/AveenoBabyIT

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AVEENOPROJECTS KPI (1st MONTH)

Aveeno

15,965 Fans (

( up-today)

8,5% Post Engagement

1,099,848 Reach

16,471 Talking about

15,965

8,5%

16,471

42,548

www.facebook.com/AveenoIT

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AVEENOPROJECTS KPI (1st MONTH)

Aveeno BABY

13,536 Fans (

(42,548 up-today)

17,10% Post Engagement

1,099,848 Reach

14,224 Talking about

13,536

17,10%

14,224

34,129

www.facebook.com/AveenoBabyIT

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5.8 The Moleskine Orchestra PROJECTS

client: BRAND:


moleskine moleskine

2012 gold

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http://vimeo.com/41550952

http://vimeo.com/41550952

5.9 LIVE WITH CHIVALRY PROJECTS

client: BRAND:


pernod-ricard chivas

2013 silver

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thank you

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xister presentation 2014_lastworks - carlo sebastiani

Marketing

Transcript of xister presentation 2014_lastworks - carlo sebastiani