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Maximizing Brand Engagement through Media Strategies

Learn how brands can leverage bought, owned, and earned media to create brand ecosystems that engage consumers and drive a wider mission. Case studies from Diesel and Reebok demonstrate the effectiveness of these strategies.

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Maximizing Brand Engagement through Media Strategies

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  1. Samuel Tait New Business Director

  2. Moving from a chain reaction…

  3. Bought Media Own Media Earned Media Time and Effect Exponentially Increases

  4. Every part of web is social and access is universal: brands live and die by what consumers say about them

  5. The brands whose consumers tell the best stories will win

  6. The Role of the Media Bought & Owned contacts are leveraged into earned media 100% of contacts bought • Create brand « ecosystems » that engage consumers and pull them into an active relationship with the brand

  7. A few implications • The brand as a service • The brand as a utility • The brand as content • Your brand with a wider mission

  8. Isobar in Action

  9. DIESEL

  10. Six video cameras, 24 hours a day, live for 5 straight days on diesel.com. This is the story of two gorgeous crazy girls who stole the new Diesel Intimate collection, kidnapped a nice guy, locked themselves (and him) in a hotel room. All for their 15MB of fame. DIESEL.COM BELONGED TO THE HEIDIES

  11. The Heidies was our idea to launch Diesel’s new intimate collection to young people around the world We understood that there is a generation today who use online platforms for self-publicity stunts: acting weird on the internet makes you famous! What happens when a brand like Diesel (humorous, original, provoking) parodies this behaviour?

  12. A live site Branded content 24/7 with 100% user interaction. With graphical references to blogs and myspace the Heidies began the 2.0 hunt for 15 MB of fame. An unconventional approach to fashion All pictures were taken as it happened and then uploaded to the Internet without any retouch. Almost all pictures were snapped by the Heidies and their hostage!

  13. Response from fans The response was beyond expectation. The Heidies received e-mails from all over the world, music videos, messages and more! Friends forever! Can you measure fame by the friends you have on places such as myspace? The Heidies spent a few hours on myspace, getting to know some "celebrity friends”! http://www.myspace.com/Heidie1And2

  14. RESULTS • Demand outstripped supply as the product sold out • Diesel.com usually attracts 25,000 visitors, during the ‘kidnap’ it peaked at 85,000 • Featured in top ten most viewed clips on You Tube from day two of take over • Tens of thousands of interactions from ‘fans’ • Cannes Cyber Grand Prix (amongst numerous other awards!) • All achieved on a media spend of zero! This graph (from Alexa) shows clearly what happened during the Heidies show...compared with other brands.

  15. Challenge Once a credible running brand, Reebok wanted to reinvigorate it’s recognition among runners by creating a movement focusing on the joy and fun of running.

  16. Insight The simplest sport in the world had been communicated as if it was only for the elite and as a result had become inaccessible to most. Running had become over-complicated.

  17. Solution RUN EASY - Running at the speed of chat An initiative designed to encourage fun and easy participation in running. Digital was the lead mechanic with support from OOH, TV and cinema. At the hub of the Run Easy movement is www.goruneasy.com. The site fosters community building through user-generated content capabilities that help runners connect and share their running experiences. It leverages existing tools and behaviors to create a running experience where visitors can easily map out and share favourite running routes, post snapshots of sights to take in while on a run, upload music playlists, and join discussion groups.

  18. www.goruneasy.comco-developed by Isobar’s global network of leading digital marketing agencies

  19. SEE: Share the sights of your run

  20. Results • Run Easy was extremely successful in not just promoting and enhancing the Reebok brand image, but also providing customers with an online community to interact and share with others around the world. • • Over 1.7 million visitors to the site, from over 200 countries • • Over 19,000 registered users regularly uploading content • • Over 1000 users uploaded content to the site via a mobile device • • Over 11,000runs created • • “Reebok running” has seen a 50% increase in search volume • Cannes lion winner (silver) Reebok = MITX Interactive Marketer of the Year

  21. What you DO is more important than what you say + Brand and Business behaviour is becoming the key determinant of Image

  22. Thank you.

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