Jiang HaiwenMBA 07P3

Internet has been Changing the Marketing Strategy

The most beautiful cleaner in the motor show——key word ： beauty

MOPBBS

MM

IM

BLOG

BBS

M.BBS

BLOG

MORE MEDIA

VIDEO

MORE BBS

MORE BLOGS

An article was published in MOP first to discuss about the most beautiful female cleaner.

April 23th

24th 29th

The article was reposted in BBS for many times and called the attention of netizens.

Mainstream IM paid high attention and reposted the article. Then almost all M.BBS and more netizens discussed it.

30th

Mainstream Video Media reported it.

More IM,BBS and blogs discussed it hotly.

May 1th

IMIM

Before this event, few people knew Changfeng Motor.

But now we all know this brand .

Transmission method

P

C C

C

Old method New method

P

C

C

C

C

C

C

C

ObjectiveCisco HN - Campaign Objectives

•To Lift up Cisco overall brand awareness in China, and create local relevance for Human Network global campaign

• To build up Cisco thought leadership in the era of web2.0

• To Lift up Cisco CSR image

ObjectiveCampaign Strategy

• Leveraging CCTV program “US” as the umbrella media platform

• Partner with SINA

• 360 degree campaign launch

Video marketing yields over 2.7M clicks with

over 3,000 BBS (Bulletin Board System) response.- Over 900 videos are posted by cyber-friends unprompted.

Campaign site attracts 3.8 million visitors. - Page view: 5.21 million

- Generate Content: 1525 knowledge (Video and Text/Image)

- Registration: 7,033 (per person)

Online ads gains 4.6 times clicks than HN Ph1.- Total Impression: 3 billion- Average CTR: 0.36% (industry benchmark: 0.2-0.25%)

- Total Clicks Generated: 11M- Cost per Click: 0.13 (USD) (industry benchmark: B2B 0.35-0.5 USD/ mass USD 0.13-0.3)

Print Ad delivers about 9M impressions. - About 3M impressions against Male 30-55

CCTV media sustains good performance. - CCTV Program “US” Ranks No.1 among CCTV BDM Programs

-Delivering about 25.0 million impressions against Male 30-55 (75.5 million impressions against Adult 15+)

- TelePresence placement - Delivering 2.3 million USD media value - 120 million impression against Male 30-55 (348 million impression against adult 15+)

Performance Summary

(HN Phase II data based on 16 wks TV, 10 wks internet, 17 wks Campaign site)

Data sourceDigital part: DART tracking system & data provided by websitesOffline part: CSM, Nielsen & CMMS

Thanks!