1 / 25

creamglobal

www.creamglobal.com. Jamie Clohesy Commercial manager, Cream jamie@csquared.cc Twitter: jamieclohesy. So what is ?. We enhance your strategic thinking, and help you share and reapply marketing excellence.

darren
Download Presentation

creamglobal

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. www.creamglobal.com Jamie Clohesy Commercial manager, Cream jamie@csquared.cc Twitter: jamieclohesy

  2. So what is ? • We enhance your strategic thinking, and help you share and reapply marketing excellence. • Online database of 3,500 of the best examples of marketing innovation . • All case studies are fully searchable. • A global view (14% are from LatAm). • Trend reports – that keep you ahead of the pack. • Expert analysis - that gives you the inside track. • Consultancy, training & bespoke services .

  3. Windowontheworld Case studies from 100 countries Every marketing channel

  4. ANATOMY of a case study • Comprehensive case studies feature a universal template so you can quickly see: • The creative/ showreel. • Campaign facts: brand, category, region, date, agency and media owner. • The marketing challenge and the big idea + Results/ ROI. • More like this.

  5. Amazingsearch results • Powerful search results that give you laser like accuracy • Quickly drill down by brand, region, industry, agency, campaign date, channel and more.. • Search for brilliant campaigns by ROI • Find the answer to your marketing challenge

  6. Shuffle: The inspiration engine • The most popular innovation tool ever made by Cream • Cream shuffle is a random idea generatorthat brings you the most unique and inspiring cases • Each click refreshesyour choice and kick starts your creative thinking • Designed to give you a global view

  7. BACK TO BASICSDebunking the myths of modern marketing Mark St. Andrew Editor, Cream mark@csquared.cc Twitter: MediaMarksy

  8. The myths ● Video is all about being viral ALL WRONG ● Brand communities mean Facebook pages ● Gamification means games on your homepage

  9. BACK TO BASICS The end of viral? • Video rubbernecking: The more successful a piece of viral, the less value its audience has to the content owner. • VIRAL VIDEO • Requires short term attention • Little or no social activity required • Authenticity unimportant • Difficult to duplicate success • Low entry point, high number views • Easily distracted audience • Viral video marketing = • views + shares • SOCIAL VIDEO • Aims for focussed attention • Dependent on conversations • Requires trusted source and message • Successful formulas can be followed • Content targeted to audience needs • Builds a genuinely interested audience • Social video marketing = • views x engagement x value x acquisition

  10. BACK TO BASICS Global content The Date Heineken Wieden + Kennedy Global (phased)

  11. BACK TO BASICS Global content The Date (making of) Heineken Wieden + Kennedy Global (phased) • 8,701,824 views • 250,000 monthly users of Facebook app • Nearly 2 million Facebook fans delivered in 6 months

  12. BACK TO BASICS Creation as campaign Simplify your life AT&T Zoopa/crowdsource US • 286 videos / 43 states • 43 million impressions • 14,000 comments • 350,000 uniques • 36% visitors via sharing

  13. BACK TO BASICS Spotting popular content HP PHILIPS • Commercial tone, cliché concept • 2 million views • Cute, funny • 8000 views (withdrawn)

  14. BACK TO BASICS Brand communities mean Facebook pages • 95% of Facebook users only ever view their Top News feeds • Only 3-7.5% of Facebook users ever see brand posts on their feed • Teenagers rarely revisit a branded Facebook page after joining • 31% teenagers do not want to interact with brands on Facebook

  15. BACK TO BASICS Brand communities mean Facebook pages 41,531,390 FANS 39,021,675 FANS 575 CORE FANS 1,231 CORE FANS Source: Skyttle Friends

  16. BACK TO BASICS • Channels of communication ranked by: • efficiency • trust • relevance • consistency • control • value

  17. BACK TO BASICS Facebook offline Coke village Coca-Cola Publicis Israel • 35,000 updates daily • 650 teenagers • Facebook as a record of real world activity

  18. BACK TO BASICS Facebook as facilitator Puma Social Club Puma Publicis Global • 32 countries • 17 hours of UGC • Puma Q2 sales +14%

  19. BACK TO BASICS No Facebook Underwear Liberation Bjorn Börg Starcom Europe • 1,400 photos submitted • 40 countries • 12% sales increase during campaign period

  20. BACK TO BASICS Gamification means games on your homepage • Brands need to get to grips with game theory, not game design • You are not Sony or Nintendo • Beware of trivialising consumer engagement • Gaming isn’t new

  21. BACK TO BASICS Playing on Climb mount Asgard Berghaus Crab creative Online • + 3,000,000 plays • + 2,000,000 users • Featured clothing lines sold out

  22. BACK TO BASICS Playing mobile Kingmaker Fable III DDB, Play, MediaCom Europe • + 100,000 players • 70% active engagement post-launch • 100% sales increase compared to Fable II

  23. BACK TO BASICS Playing out Boot Tetris Volkswagon DDB, Play, MediaCom Australia • Engaged 17,477 people • Generated 430% more brochure requests than online component • Exceeded sales targets by 25%

  24. BACK TO BASICS A final word on online behaviour

  25. Mark St. Andrew | Editor, Cream mark@csquared.cc|Twitter: MediaMarksy www.creamglobal.com Jamie Clohesy| Commercial manager, Cream jamie@csquared.cc| Twitter: jamieclohesy

More Related