International - global marketing case studies

Digital Marketing Priorities 2016 Brought to you by:

The Best Of Global Digital Marketing

Mike Berry F IDM, FCIMFounder, Mike Berry Associates

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Who’s doing what? A collection of recent successful Digital marketing case studies from all over the world

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The potential for cross-border commerce and campaign localisation

The Smart Insights International Marketing Toolkit

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@mikeberrytweets

THIS WEBINARRecent Digital Marketing Campaigns from all over the world:

• DISPLAY• SEARCH• SOCIAL MEDIA• EMAIL• MOBILE• INTEGRATED

• REAL BRANDS• REAL CASE HISTORIES• REAL WORLD• REAL ROI!

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Mike Berry MSc, F IDM, FCIM

Ex-Procter & Gamble, Wunderman (Y+R), Havas Helia, FCB Ex-Head of Digital EMEA for Jack Morton (Interpublic) Author of ‘The New Integrated Direct Marketing’ (Gower) and

‘The Best Of Global Digital Marketing’1 and 2 (2014 and 2015) Adjunct Professor, Hult International Business School London External Lecturer, Imperial College London Visiting Lecturer, Kingston University Guest Lecturer: Cranfield University Course Tutor, PG Diploma in Digital, IDM

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SO: who’s doing what in Digital Marketing?

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1. RED ROOF INN

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https://vimeo.com/114619558

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Tweetable quote

“To gain a competitive edge; think laterally and act fast. Before the competition notices, you’ll have cashed in…”

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2.“CATCH PINK IF YOU CAN”

ELIDOR

AGENCY: JWT ISTANBUL EUROBEST

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SUNSILK HAIRCARE RELATED PRODUCTS ARE SOLD IN 69 COUNTRIES WORLDWIDE. IN TURKEY, SUNSILK IS KNOWN AS ELIDOR

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ELIDOR IS THE SPONSOR OF TURKISH HOTTEST TEEN DRAMA, MEDCEZIR (DUBBED AS THE TURKISH VERSION OF THE O.C.)

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DESPITE MULTI-SCREENING, TV REMAINS THE PRIMARY SCREEN

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“THE CLIENT WANTED TO OWN THE COLOR PINK,

MAKE IT ELIDOR’S BRAND COLOR.

WHENEVER SOMEBODY THINKS ABOUT PINK, THEY SHOULD AUTOMATICALLY CONNECT IT TO ELIDOR,”

- SAMI BASUT, CREATIVE DIRECTOR AT JWT ISTANBUL

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SOLUTION:A FUN MOBILE GAMING INTEGRATION CALLED‘CATCH PINK IF YOU CAN’

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VIEWERS HAD THE CHANCE TO WIN PINK PRODUCTS (OUTFITS, STRAIGHTENERS, ETC.) THAT THE CHARACTERS WERE USING IN THE SHOW

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THE GAME RAN ON A MOBILE SITE, NOT AN APP!!!WHICH ONLY BECAME ACTIVE FOR SHORT 30-SECOND PERIODS

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THE BRAND WORKED WITH THE WRITERS AND PRODUCERS OF THE SHOW TO MAKE SURE THE PINK INTEGRATIONS FELT ORGANIC TO THE STORY

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https://vimeo.com/107633311

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82,776 PEOPLE ‘CAUGHT’ PINK PRODUCTS

50,600 LIVE TWEETS REVOLVING AROUND THE GAME

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4,200,000 PEOPLE WATCHED ELIDOR’S TUTORIAL/AD ON HOW TO PLAY THE GAME

ELIDOR WEB BANNERS RECEIVED 634,669 CLICKS

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“WE DIDN’T COUNT ON SUCH HUGE SUCCESS. FROM THE GET-GO, IT WAS MORE OF AN EXPERIMENT.

HOW COULD WE USE THE MULTI-SCREENING TREND TO OUR ADVANTAGE?

WE WANTED TO EXTEND THE CONTACT WITH THE BRAND. THE LONGER THE PERIOD, THE BIGGER THE BRAND PREFERENCE.

IT OFTEN NEEDS A RISK TO SUCCEED.– SAMI BASUT

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Tweetable quote

“Nobody wants to be ‘the uninvited guest’; if you are interrupting, add value!”

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https://vimeo.com/113034486

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WITHOUT A

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All achieved with any changes in price/distribution and with just 10% of the average monthly media spend

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Tweetable quote

“You can’t bore people into buying…engagement must come before the call to action.”

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And 3 to watch… Yaskawa Electric: Bushido Project

https://www.youtube.com/watch?v=O3XyDLbaUmU

WWF: families on the verge of extinctionhttps://www.youtube.com/watch?v=mgn_dWBEthI

Ariel: Share the load https://www.youtube.com/watch?v=LqlrTGd1Imw

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Any questions?

Digital Marketing Priorities 2016 Brought to you by:

Thanks and let’s connect

Mike Berrymike.berry@mikeberryassociates.comuk.linkedin.com/in/mikeberrylinkedin twitter.com/mikeberrytweets

The Best Of Global Digital Marketing-The Storybook 2:Available from amazon.co.uk

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