ADT Home Security Systems – Natalie Wilkinson

What they do:

ADT is a nationwide home security company that provides alarm and sound systems that greatly aid in home protection.

YouTube:

ADT has a strong YouTube presence.

They have been on YouTube for 4 years.

Typically, they post around 3-4 times per month, which is fairly consistent and often for a YouTube channel.

Their videos range from testimonials to announcing their newest technology (and of course their commercials.)

The commercials are their most popular videos, which makes sense because people could see them on TV, then search for them on YouTube. This is a good way to bring people to their YouTube channel, though. Additionally, these commercial videos are only about 15 seconds, which makes them easy for people to watch.

After commercials, the next most popular videos on their channel are about their new technologies, specifically apps. Ranging from 15 seconds to 1 minute, these videos are also short enough for people to watch quickly. With these, the little bits of information given leave viewers wanting to know more about the apps, which leads them to the ADT website for more information.

Overall, through YouTube, ADT’s goal is to create conversions. The videos are all linked to their website, and they all currently have a clickable text box that enters the video when it begins that says “ADT Limited Time Offer” and gives the link to the ADT website.

Pinterest:

The ADT Pinterest page is extremely well thought through and organized.

Instead of simply just pinning their own content, their pinterest is focused around being safe in a more general sense, not just home safety.

For example, they have boards called “Hurricane Safety,” “Holiday Safety” and “Safety Tips For Parents.” These categories have pins that go beyond talking about safety within the home.

Additionally, they have categories that are more general but are clearly encouraging the purchase of an ADT system. The “Moving?” category has information for people in the process of moving homes. These are people ADT would want to target because they can install an ADT system in their new home. Also, there is a “Vacation Safety” category. If someone is worried about vacation safety and wants to see these tips from ADT, they probably will also want to keep their home safe while they are on vacation, which is where having ADT comes in to play.

Overall, ADT uses their Pinterest page to show followers that they are experts and knowledgeable about safety in general, so they can be trusted to keep homes and businesses safe.

Grace Fuller-Case Study- Google Shop the Hangout

What is Shop the Hangout?:

https://www.thinkwithgoogle.com/campaigns/shop-the-hangout.html

As defined on their website, the purpose of Google Shop the Hangout is:

“To help brands combine their social media and e-commerce efforts, we developed an exclusive shopping app for Google+ Hangouts On Air. Here retailers can speak about their products while customers simultaneously browse a curated selection of those goods, available for purchase through the Hangout. The concept blends social video with shopping tools to help deepen engagement between retailers and consumers.”

STH was provided by Google plus and the Council of Fashion Designers of America and brings a whole new element to the traditional shopping experience. Shoppers are able to hear firsthand from the designers themselves about the products as well as about their individual lines while purchasing strait off the site.

STH Stats:

– Pilot Program with DVF had 150 million+ social media impressions

– Increased traffic on e-commerce sites by 5% (day of launch)

– 3.57 views of launch video

– 369 million total press and social media impressions

– Over 100 additional retailers have requested to join the program since launch

Why use STH?

– Convenience

– Expert insight of the product

– Builds relationship between shopper/designer

Allie Haywood Case Study #2- Using SlideShare for marketing.

What is SlideShare? 

It allows users to easily upload and share presentations, infographics, documents, videos, PDFs, and webinars.

SlideShare stats:

• 60 million unique users log in every month.
• 400,000 new SlideShare presentations are viewed every month.
• More than 10 million presentations are uploaded per month.
• All that traffic isn’t just to look at power point presentations. You can upload your product’s photos, how-to videos, presentation slides, PDF files and create tips pieces

Why use SlideShare?

• SlideShare gets a ton of traffic.
• SlideShare’s main demographic is B2B users that are seeking high quality content. With the right tags it is easy to attract the customers you are seeking.
• You can options in creating content so you can find the right fit for each campaign or project.
• You have access to analytics. You can find out who is looking at them, from where they are being viewed and which presentations are most popular with your target market
• Rank better on google.
• Grow your followers
• Get email subscribers.
• Build your brand.

How to use it:

• SlideShare presentations can function as a digital marketing kit.
• Embedding the link on your blog not only adds multiple calls to action such as email sign up boxes and links to related content without adding unnecessary bulk to the page but also can boost SEO because it provides a strong outbound link and google loves SlideShare links.
• You can include SlideShares in tweets. The user does not have to leave the app to view it and you are still able to track their views and analytics.
• You can include the presentations across all forms of social media allowing you to link them together.
• If your presentation gets enough views on different social media sites it will be featured under that category on the SlideShare website leading to more views.

10 tips to help your company take advantage of SlideShare: http://www.socialmediaexaminer.com/slideshare-for-lead-generation/

Companies using slideshare to increase brand awareness

• Ethos: http://www.slideshare.net/ethos3/who-is-ethos3
• Holland-Mark: http://www.slideshare.net/MikeTrap/selling-the-dogfood-startup-marketing-before-after-productmarket-fit
• Oracle
• Real Time Marketing & PR: http://www.slideshare.net/lmshort/real-time-book-presentation
• The Palms Hotel & Spa: http://www.slideshare.net/palmshotel/the-palms-hotel-and-spa-miami-beach-spa

Case Study: AT&T Summer Break Campaign

Purpose of Campaign: The purpose of this campaign was to get more people, specifically teenagers, to follow AT&T more on social media, and having constant engagement with their networks. (Tumblr, YouTube, Instagram, Twitter). They wanted to do this without having to pay for advertisements, and let the customers and followers to create the marketing themselves, making it relatable, and engaging.

What They Did: Summer 2013, AT&T created a mobile reality TV show series that also could be watched on YouTube. 52 episodes total. It focused on 8 teenagers that lived in LA and their summer adventures before they left for college. It was so successful they ended up having a second season in summer 2014.

What Happened: The results exceeded all expectations, racking up 15 million views on YouTube and 10 million social engagements, in addition to demonstrating a data-driven, an interactive approach to storytelling was shown. Teenagers posted on Instagram, Twitter, and Tumblr about their summers and their relation to the reality TV show. It was such a success there was two seasons. AT&T was genius with this because they were able to get teenagers, who are on social media the most now, to engage with their company regarding a TV show, and build a relationship to customers.

Case Study: SoundCloud and Spotify for Content Marketing – Grace Miserocchi

SoundCloud

• Launched in 2008
• Over 250 million active users as of October 2013
• 175 million monthly listeners
• 12 hours of audio uploaded every minute
• Popular for music discovery and outreach
• “Timed comments” permit any user to comment on a specific timestamp within audio content.
  • These comments allow public engagement and communication.
• SoundCloud mobile app allows for easy consumption of audio.
• Brands using SoundCloud must be consistent. They should develop a following through promotion of their account on other channels.
• Audio quality on SoundCloud is sometimes very low and copyright infringement is an issue.
• Examples:
  • Red Bull
  • Zedd
  • NPR

Spotify

• Launched in 2008
• 40 million active users, 10 million paying subscribers
• 20,000 songs added per day
• Over 1.5 billion playlists
• Spotify App Finder includes apps that the further personalize experience.
• Brands cannot publish user-generated audio.
• Brands and companies can create shareable playlists.
  • Disney and Pixar
  • Parks and Recreation
  • Anthropologie
  • Fuse
• Users can share what they listen to on Facebook and Twitter.

Which should be used?

• Use SoundCloud to publish original audio content, such as podcasts, interviews, and transcribed blogs.
• Use Spotify to gain fans by sharing personalized playlists.
• Music can unite people under a common interest on social media.

Case Study: A.1 Steak Sauce “Unfriend” Campaign

By: Kaitlyn Bouchillon

Purpose of the Campaign:

After 50 years of being known as the leading steak sauce, A.1 chose to rebrand themselves as the perfect sauce for several foods including fish, pork, and turkey.

How They Did It:

In May 2014, A.1 Steak Sauce launched an “Unfriend” campaign to promote their label change – from A.1 Steak Sauce to A.1 Original Sauce. Because most consumers immediately think “steak sauce,” A.1 wanted to shift thinking toward the sauce being the best compliment for almost all foods. The tagline for the campaign was and still is: For almost everything. Almost.

By creating a YouTube video that featured their Facebook page, A.1 integrated multiple forms of social media. In the video, the relationship between A.1 and Steak is complicated. When A.1 begins receiving and accepting “friend requests” from other meats – such as Pork and Salmon – Steak becomes upset. However, by the end of the video viewers see all the different foods and meats getting along well with A.1 Original Sauce.

 

In the video, A.1 incorporated a Spotify playlist that was then shared on their Facebook page for fans to enjoy.

They have continued this campaign by posting images on their Facebook page. Examples include:

• Times have changed reminder
• A letter to Pork Chop
• A message that A.1 does not hate Steak

In addition, A.1 created a Pinterest page with boards that feature foods the Original Sauce will go well with.

Did It Work?:

Although I was not able to find concrete statistics on how this campaign turned out, we can see from several videos and posts that fans enjoyed the “Unfriend” campaign.

• The YouTube video has been viewed over 1.3 million times.
• One source says that the YouTube video was viewed over 100,000 times in a couple weeks.
• A.1 posted the video to their Facebook page multiple times, the first receiving 3,161 likes and 779 shares, and the second receiving 3,834 likes and 887 shares.
• When the video was created, it shows that the A.1 Facebook page had 154,405 likes. At this time – November 19, 2014 – the page has 165,659 likes. Although this might not be a direction result of the campaign, their Facebook presence has certainly increased in just 5 months.

Finally, the A.1 Steak Sauce “Unfriend” Campaign was named one of the top Social Media Campaigns of 2014.

“Often times, it’s difficult to rebrand a product that’s been used one way for many years. Using wit and humor on social media to reveal this new brand messaging was a great way to get customers on board. The Pinterest page, featuring easily accessible recipes, helps open customers’ minds to using A.1. with other foods.”

Case Study – Esurance Super Bowl Commercial

Purpose of the Campaign

To raise awareness of Esurance through the use of Twitter, wile promoting what makes their company unique.

Here’s a quote from the company’s blog regarding this promotion:

“Why are we giving away $1.5 million? Well, because that’s just how we roll. Literally. When we save money, we like to roll those savings on down to our customers.”

Let me explain. Here at Esurance, our business model revolves, in part, around operating as efficiently as possible in order to save you both time and money on car insurance.

What They Did

At the end of the Super Bowl, Esurance ran a commercial about their $1.5 million give-away. Using the hashtag #EsuranceSave30, any Twitter user could tweet with the mentioned hashtag to be entered into the drawing for $1.5 million.

What Happened

Within a minute, more than 200,000 people had Tweeted for a shot at the prize and by the time the sweeps ended they had received more than 5.4 million Tweets total.

Esurance Partnered with Jimmel Kimmel Live to reveal the winner. Here’s the video:

#motelBK Campaign by Mary Varnell

-Burger King #MotelBK Campaign

YouTube Video:

-A motel, the perfect place for “an affair” or a light snack.
-Promotes the TenderCrisp Chicken Burger (to cheat on The Whopper)
-A motel in Auckland’s North Shore (New Zealand): each room has booths, tables, BK toiletries, dressing gowns, slippers and stationary. No beds.
-Rooms are booked via Facebook for you and 3 friends
-You check in via Facebook and share photo with #motelBK

Video:
http://adsoftheworld.com/media/tv/burger_king_motel

Stats:
http://creativity-online.com/work/burger-king-motel-burger-king/34448

Voted Top Social Media Campaign of 2014
Found here:
http://mashable.com/2014/10/31/best-social-media-campaigns-2014/

 

 

Net-a-porter campaign to launch Porter print magazine

By Elizabeth Bacon

https://www.net-a-porter.com

Overview:

Net-a-Porter, an online designer fashion hub, wants to produce a bi-monthly magazine, named Porter, with 400,000 copies of each edition made available across 60 countries. This caters to the wide targeted audience of fashionable, savy women all around the world.

The new and improved twist is that it has “shoppable” pages. It enables Net-A-Porter to connect magazine readers to its ecommerce store, as all of the pages can be scanned using the retailer’s mobile app.

What is so unique about this particular brand and campaign? Porter is unique in that it’s a brand new magazine that was designed and created with digital as one of its core features. Some previous cases studies have seen the patterns of failed companies adding a digital layer to existing magazine brands.

The unique ability to shop the magazine is only one part of the magazine’s reason for being. It also gives Net-A-Porter a new and relevant way to communicate with its audience, as the company’s own research shows that its users still buy print magazines.

Vice president says, “the aim is to inspire the consumer from the very beginning of her journey — and follow her all the way to the end… This is a new model for publishing, a blend of the old and the new, and the shopability really inspires me.”

Social Media: 

Facebook page: It doesn’t have any obvious info of the launch of this new print campaign. This should be improved with the profile picture link or cover photos. https://www.facebook.com/netaporter

Instagram: There is two separate accounts, one for Net-A-Porter as a whole (1.1 MILLION FOLLOWERS!!) and then the Porter Magazine (198 thousand followers). They need to make sure that both accounts highlight each other!

Online presence: already 30 percent of Net-a-porter’s sales come from mobile smartphones, which I think is good results!

How it works?

You shop and scan. Every single editorial page within the magazine contains some sort of digital content, which is an indication of the amount of planning and coordination that goes into each issue. And it will feature APP technology to make it shippable.

How to improve:

I read a review that concluded that only one of the 282 pages in Porter actually tells readers how to use the scanner, with no further calls-to-action throughout the magazine. Maybe Porter’s creative team didn’t want to fill the pages with large ‘Scan This!’ logos, but it means that many people will be left unaware of the additional digital content that lies within.

Conclusion:

The digital elements also work seamlessly with the on-page content and provide a decent enough user experience.

Net-A-Porter does content marketing very well! They are good about knowing their customer. Yeoman’s can draw on the findings of Net a Porter’s 7,000 strong customer panel, each of which keeps a detailed diary. Also, they discovered that if a pure online player is prepared to invest in print, then print remains a significant channel for luxury brands.

In conclusion, Natalie Massenet says it best, “We think it’s a continuation of our service,” she said of the forthcoming magazine. “It will be entirely shoppable, ads will be shoppable — we’re going to try and create something completely new there.”

“I know it sounds crazy,” Ms. Massenet said. “It’s not for the fainthearted, but we’re a multimedia company, and in the same way that you have to have a Facebook page and an Instagram account and be on mobile and have a website, you also need to be in print.”

Case Study: Tombstone Pizza Bites of Fright Campaign

By Emily Duval

Purpose of the Campaign:

Tombstone Pizza set the goal of being “the official pizza of Halloween.” Their main goal was to reach Moms and their kids during the Halloween season in a unique way.

How did they do it?:

The idea was inspired by the Halloween tradition of families gathering together and watching a “spooky” movie with pizza. From this they set the goal of bringing Tombstone “Horror Films” to the dinner table.

Tombstone made 31, six second videos, one posted for everyday in October. The “Bites of Fright” series of family friendly clips featured “spooky” characters like ghosts, jack-o-lanterns, mummies, and werewolves.

Not a fan of pepperoni on your pizza? Boo hoo…

Getting dressed in style.

You never saw it coming… 

A classic riddle.

Did it Work?:

The “Bites of Fright” clips were posted on Vine, Twitter, and Facebook to optimize distribution.

While the clips were the star on Vine, Tombstone also created Facebook posts the week leading up to Halloween called “Crunch-time Costumes.” They gave ideas for quick and clever last-minute costumes. #bitesoffright went viral on Twitter.

The campaign was successful and went viral! It helped consumers cement the association between Tombstone and Halloween.

On Social Media the campaign had a HUGE impact for Tombstone Pizza. During the month of October here is Tombstone’s social media success by the numbers:

• A virality rate 23x higher than the brand’s previous content, and a full 3.4x higher than Tombstone projected
• A 230% lift in Tombstone’s fan acquisition rate on Facebook
• Bites of Fright content was 6.3x more engaging than other brand content running in October