Report: Memory Card Campaign Les Frères Plugg 02/02/2010

Transcription

1 Report: Memory Card Campaign Les Frères Plugg 02/02/2010

2 Objectives: Communicate on range of SD Cards: standard, SD Plus and mini SD standard & Plus Renew message on same product benefits- how? Generate maximum visibility for minimum cost Use bloggers as a communication vector and gain articles Accumulate database for future CRM usage ( participants)

3 Constraints No new news on products Same benefits as in 2009 Communicating to the same target group (bloggers, heavy online consumers) Pre Christmas period High level of promotion and communication from other brands Small media budget

4 Creative: The Answer PERSONIFY the products as real characters which enables: Expression of different tough product benefits in a humorous manner- NEVER DONE BEFORE ON THIS CATEGORY Creation of the beginning of a saga Attachment to the characters Wide scope of actions (in store, street, sales motivation ) Gives Samsung a younger image Means: Create 3 funny videos to highlight the 3 main product benefits Create an online game Hire a blog specialist to target different blogs Create free partnerships to increase visibility for minimum cost Use blogbang to maximise visibility (vs online display campaign = too expensive)

5 The Creative Idea Les Frères Plugg (The Plugg Brothers) Our cards are TOUGH Our Plugg Brothers are too They are a family of SD Card brothers who are not scared of anything! They are indestructible! They can survive any challenge or any element! Their aim in life is to plug themselves into visible holes, constantly, by any means necessary!!

6 Communication Plan

7 Communication Scope Video Platforms 20K media spend on BlogBang- the biggest blog portal in France viewed videos Microsite Banner ecosystem on samsung.com Blog Manager ing to Samsung database Press release Promotion on Goom Radio fans FB +4 million listeners

8 Key Dates Microsite Launch ing 1 ing 2 ing 3 14/12/ /12/ /12/ /12/ /01/ /01/ /12/2010 Press release to Blogs Upload on video platforms Goom Radio promotion in MIKL s program Goom Radio promotion on Just Hits program Blogbang Campaign 07/01/2011 Microsite Game 31/01/2011 Presence 31/01/2011 Last minute action! Exposure on girls.fr

9 Microsite The central hub to showcase: - concept and videos - online game - product attributes

10 Home Page Microsite: Figures to date 12/01 N unique visitors: N of viewed pages: : N of participants in the game (12/01/2011) : !!!

11 Who are the brothers?

12 Who are the brothers?

13 Video page- how tough are the cards?

14 Online Game most popular page

15 Product benefits- send onto product page

16 Mailings

17 ings 1 & 2 & 3 14 &20/12/2010 & 05/01/ people clicked on and opened the ing = Good visibility- within the norms of ing results

18 Free Campaign on Goom Radio and their Facebook pages

19 Just Hits Page Link to our website Frères Plugg

20

21 On air radio spots and home page banner Goom Radio Du 20/12/2010 to 25/12/2010: Competition Samsung on MIKL s show Spots : 8 Promotionnal Spots /day on Just Hits sout of 40 spots broadcast Speaks : broadcast 3 Promotionnal Speaks /day on Just Hits out of 15 speaks broadcast Promo banner on home page Du 27/12/2010 au 02/01/2011: Promotion of our website competition Spots : 8 Promotionnal Spots /day on Just Hits sout of 40 spots broadcast Speaks : broadcast 3 Promotionnal Speaks /day on Just Hits out of 15 speaks broadcast Promo banner on home page General Ad MIKL s Show Ad

22 Facebook pages announcing the game

23 Facebook pages announcing the game

24 Facebook pages announcing the game

25 Blogbang Campaign

26 Visibility 1483 blogs published the Campaign This accumulated more videos viewed vs bought

27 Communication to Blogs

28 Message to Key Bloggers Salut Michel, Comment vas tu? Je t'envoie ce mail dans le cadre du lancement des nouvelles cartes SD Samsung indestructibles x-). Afin de faire découvrir cette nouvelle génération de cartes SD ultra résistantes, Samsung a choisi l'humour et la pédagogie. La marque a donc inventé des personnages assez farfelus et casse-cou: les frères Plugg. A travers leurs cascades (saut du haut d'un immeuble ou encore résistance à l eau), que tu peux découvrir en vidéo ici: les internautes peuvent découvrir les différentes qualités de ces cartes mémoires haute capacité. Mais en plus, un petit advergame a été développé pour permettre au internaute de gagner des lots plutôt sympathique (PC portable, appareil photo et évidemment des cartes SD). Tu peux jeter un coup d'oeil au jeu ici: Le jeu est super simple et tout le monde peut tenter sa chance. Si ce produit t'intéresse et que le jeu peut amuser tes lecteurs, je te propose quelques images en pièces jointes pour en faire part à tes lecteurs. A ta dispo si tu as des questions,

29 Posts on blogs More than 60 posts were accumulated Majority on blogs, Twitter, facebook and news portals There is a real diversity concerning the blogs which posted on the operation: geeks, feminine, adervgame, music, celebrity, general public which allows on wide spread of the message

30 Examples

31 Eco-system Use natural traffic to send onto Frères Plugg microsite

32 Samsung Eco-system Home Page banner

33 Samsung Eco-system Home Page

34 Samsung Eco-system Category Page

35 Samsung Eco-system mysamsung.com

36 Key Figures Blogbang: videos viewed (vs bought) 1483 blogs broadcast the campaign 3 ings clicks onto the microsite Microsite: N unique visitors: N of pages viewed: N of participations in game: + 28 OOO Articles + 60 posts on various blogs/portals VISIBILTY ACHIEVED CRM: MORE THAN DOUBLED TARGET QUALITATIVE ARTICLES GAINED NEW BLOGS POSTED