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Campaign report January 2011

Campaign report January 2011. EXECUTIVE SUMMARY. The following report serves as a recap of Intervencion marketing support and performance information as of March 3, 2011. Broadcast Dates: September 3- January 2011 Marketing Support: In Market Dates: August- December 2010

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Campaign report January 2011

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  1. Campaign reportJanuary 2011

  2. EXECUTIVE SUMMARY • The following report serves as a recap of Intervencion marketing support and performance information as of March 3, 2011. • Broadcast Dates: September 3- January 2011 • Marketing Support: • In Market Dates: August- December 2010 • Objectives: Own Tuesday nights/ real life genre, WOM/ create buzz • Strategies: Break through social taboo, Digital as anchor, Maximization of radio, online, outdoor, affiliate, PR • Primary market focus: Mexico, Colombia, Brazil • Results • Above average network ratings, skewing women/ younger than average. • #1 A&E show pan-regionally in December 2010, P18+ • Surpassed digital benchmarks- 22,000 Facebook fans, 17K+ site traffic • Generated high level of consumer engagement, active digital participation.

  3. SUMMARY OF MARKETING PLAN

  4. MARKETING CHALLENGE Fuente: HM Quest Study: Addiction in Latin America – 6 countries / 500 cases

  5. MEDIA STRATEGIES • Utilize digital media and Public Relations as the core components of the marketing campaign. • Digital media focused in online newspapers for high reach, and social media. Online allows for consumers to inquire and chat anonymously, important for sensitive or seemingly embarrassing topics. • Digital media efforts message on air tune in and A&E’s online community. • Public relations efforts link the show concept with the community, local organizations and A&E’s social outreach efforts under the platform “Project Recovery”. • Secondary media vehicles: Magazine, newspaper, Radio, Mobile. • Print vehicles (Magazine, Newspaper) skew towards a female audience with a particular focus on health and entertainment. • Radio primarily targeted towards Tuesday PM drive, to directly encourage listeners to tune in that evening. Also considered daytime talk radio formats to introduce the message in a relevant environment. • Mobile introduced as a test vehicle for Brazil only. • Media selected and maximized on a market by market basis. • Utilize all existing barter media placements.

  6. QUANTITATIVE RESULTS

  7. PAN REGIONAL MONTHLY AUDIENCE GROWTH

  8. AUDIENCE SKEWS YOUNGER/ FEMALE Average age: 38

  9. DIGITAL- SPECIFIC RESULTS Web Page Visits Video Views Total Fans Objectives: 16,800 71,338 12,000 Results: 17,67328,00022,000 +10% Delivery on Objectives

  10. TOTAL SOCIAL MEDIA IMPRESSIONS All social channels- Facebook, Twitter, Blog Posts 493,663 Intervencion/cao TV Facebook Impressions 228,938 @Intervencion/cao TV Twitter Impressions 335,000 Intervencion/cao TV Blog Posts TOTAL: 962,601

  11. TWITTER ACTIVITY SUMMARY 3,959 167 619 @Intervencion/cao TV followers @Intervencion/cao TV mentions @Intervencion/cao TV tweets

  12. TWITTER- HIGH LEVEL OF ENGAGEMENT WITH BRAND Twitter Fan Comments Me fascina... @Intervencion TV buen programa, buen formato…buenisimo!.. sigan con tan bella labor Natal, virada de ano...é preciso ajudar os dependentes químicos enfrentar esses momentos q p mtos é bm difícil... A&E- Perdi o Intervenção sobre anorexia. Cade reprise? A&E- Perdi o Intervenção sobre anorexia. Cade reprise? Luego sigue "intervención" en A&E es buenísimo!! Meu Deus, impressionada com o episódio de hoje de Intervenção no A&E, coitada. =/ Assistindo "intervenção” na A&E…. (impressionada) ‎ Excelente los programas de @IntervencionTV mi sueño es trabajar en una producción asi!!

  13. FACEBOOK ACTIVITY SUMMARY: Intervencion + Intervencao 17,922 fans 4,070 likes 157 wall posts 1,473 comments

  14. FACEBOOK- HIGH LEVEL OF ENGAGEMENT WITH BRAND Facebook Fan Comments Álcool leva vc a usar outras drogas, sei muito bem os efeitos do alcool meu avô era alcolatra... parei de beber recentemente... resolvi parar pq estava consumindo outros tipos de droga, então parei e pensei '' merda o q eu to fazendo. este programa es lo maximo..es lo mejor que he visto..es muy crudo y real...los felicito..ojala y sigan ayudando mas personas...!!! A&E- Perdi o Intervenção sobre anorexia. Cade reprise? de verdad los felelicito..... muy buen programa XD Série Perfeita mew.! Já abusei do Álcool também mas hoje graças a Deus estou liberto deste vicio. . =/ jjajaajj que constructiva esta pagina gracias x la informacion ‎ No solo son las drogas, decidi dejar el cigarrillo despues de un capitulo q observe. llevo un mes sin fumar y estoy feliz ¡¡¡ Gracias..

  15. BLOGS AS A SOURCE OF WOM 78 335,000 100 number of blogs posts estimated impressions percentage of positive posts

  16. BLOGS

  17. BLOGS

  18. BLOGS

  19. CONSISTENT PROMINENT PRESS “Intervencion, una historia con vicios bien contada” El Tiempo (Intervention, a welltoldstory of vices.) “La metodología de la recuperación llevada a la TV” El Nuevo Siglo (Recoverymethodsbroughtto TV) "Intervención exorcisa los demonios de la adicción", Diario El Nacional, 05/09/10 (Interventionexorcizesthedemons of addiction) "Intervención: pionera en su género...", Revista Entertainment, Nov, 2010 (Intervention: pioneer in itsgenre) "Intervención demuestra que la recuperación es posible", Diario El Informador, 15/10/2010 (Intervention shows thatrecoveryispossible) A&E Lucha contra las adicciones (Television.com.ar) (A&E Fightsagainstaddiction) TV con Orientación Social (Tiempo Argentino) (TV with Social Responsibility) “Con un abordaje único, la producción acompaña la lucha entre las personas viciadas y las terribles crisis personales cuando sus familias y amigos planean una acción.” Jornal da Cidade (1 de septiembre) (With a unique format, la production shoes the fight between the addict and the terrible personal crisis when friends and family take action) $500,000 in press coverage value cross major markets- Mexico, Argentina, Colombia, Brazil, and Venezuela.

  20. CONSISTENT PRESS • NOTA REVISTA TV Y NOVELAS • NOTA REVISTA RECORD

  21. CONSISTENT PRESS

  22. CONSISTENT PRESS • RECORD • REFORMA

  23. CONSISTENT PRESS Q- Mexico Venezuela- El Nacional

  24. KEY LEARNINGS

  25. EVALUATION- HAVAS MEDIA • Havas was hired to manage the digital extensions of the campaign, including online media planning and buying, and social media management. • + Strong strategic planning • + Regular results reporting • + Adaptable, quick, accessible • + Provided critical support in the absence of dedicated internal resources. • + Provided a benchmark and best practices for future campaigns. We now have the tools to manage internally with the right resources. • + Ad sales benefit? • Social media management component was costly. • Agency was learning with us as we went along/ lack of solid social media experience. • Online media team did not communicate changes or hurdles in the campaign well. • Project manager was only present for 1st month. • Many contacts.

  26. TACTICAL LEARNINGS + Fans embraced the show as a tool to create awareness on the drug addiction challenges + Postings on celebrities fighting drug addiction and anorexia triggered passionate debates and generated record engagement for the pages. + Longer notes were effective at engaging the audience. + Fans frequently asked about the possibility of LatAm having its own version. +/- Fans would like to be able to learn more about what happened to the people on the show; especially whether or not they stuck to the treatment.   - Bloggers expressed that they needed more time to post the content.  - While Orkut is one of the most popular social networks in Brazil, Brazilians frequently opted to connect with Intervention on Facebook instead

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