Digital viral campaign insight

RONSEAL QUICK DRYING WOOD STAIN... FOR ARMPITS!

This is, in our opinion, a great example of how digital interactive marketing should be used... It's time to throw away the rulebook and re-write marketing manuals... Banksy style - with spraypaint...

This campaign video explains extremely well how targeted digital campaigns can reach the product audience swiftly and with extreme precision... never heard of the "getinthere" site? that's probably because you aren't a bedroom bound lad with one thing on his mind! Watch and learn more!

optinto case study

www.extremefryup.com

Domain purchased for advance delivery of a ground breaking (!) viral campaign aimed at raising consumer interest in a specific brand...

Details to follow when the site and campaign goes live... coming soon!

viral campaign insight

Wilderness Man...

What happens when you send a man off to the most remote phone box in the world as part of a 10-day experiment?

Skype did just that in a bid to raise awareness that it is cheaper to make international calls to landlines and mobiles through its service.

Auditions were held for someone who would be prepared to camp outside the most remote (yet filmable) phone box, which was located to be in the wilderness of southern Spain.

‘Wilderness Man’ aka 27-year-old Rob Cavazos was equipped with all sorts of creature comforts.

Via a microsite - phoneboxexperiment.com - users could call and interact with him in real-time, though a link to Skype application link on the site which also carries the phone number for the phone box

People were also be able to embed the live video on social networking sites, blogs etc.

The first ever global live-streaming campaign for Skype and The Viral Factory, was followed by a ‘round-up’ film of all the action from the ten days.

So what was the impact?

120 calls on the first day
1040 calls received
120.5 hours chatting
Radio interview with Puerto Rico, Spain, Germany and the USA
Calls received from 79 countries in total

Find out more by watching the video:

optinto case study

Rapid Return - Accelerated Development & Leadership Training

Services provided:

• Marketing Consultancy
• Graphic Design & Identity Creation
• Brand Development
• Copy Consolidation
• Website Redesign
• Split Pitch & Microsite development
• Image production & integration
• Focus on visitor conversion & customer retention
• SM, Twitter, Youtube & Facebook Integration

Vanessa Cobb; writer, presenter, business and life coach.

Background

Despite childhood dreams of becoming a writer, Vanessa was a poor student.  Barely scraping her 'A' Levels she started her career as a filing clerk.  Three years later, after little progress, she enrolled in evening classes at London University, hoping to strengthen her career prospects and maybe to follow in the footsteps of her father - The business & economics legend; Bernard Cobb.

The reading list was overwhelming and, before the first term was over, she quit, leaving behind any trace of confidence in her natural learning ability.  Deciding to concentrate on her job, she worked diligently, only to discover that her future within one of the world's largest companies had already been decided, and it didn't look bright... 

One night in 1984, as pictures of famine flooded the TV screen, Vanessa's frustration reached its limit.  This was no longer personal: she was convinced she had something to offer, but had no idea how to make a difference...

...Twenty-one years later, she has transformed her ideas and experiences into a string of remarkable career achievements, most recently including the publication of her first novel, and the development of a remarkable formula that underpins all of her life-changing courses and coaching methodology.  

Challenge

Despite several years of delivering successful training events, courses and delivering written materials for a number of corporate clients, Rapid Return is seeking to establish a national presence in the professional training sector.

One key area of opportunity for development is RR's accelerated learning and speed reading courses for professionals. The sector has, unfortunately, been polluted in recent years by cowboy operators providing poor delivery and 'cheap' product. The true reality is that, when properly learned and understood - speed reading can enhance professionals working productivity by between 10 - 30% (depending on profession) - a figure that can equate to improved revenue opportunities of between £20K - £60K per annum - establishing an ROI of in excess of 4000% in the first year alone...

Strategy

To deliver quality product through a multi mode online and direct marketing programme - delivering samples and leader media to attract interest and build authority in a polluted market.

To build on a regular podcast network and to convert existing leads into retained clients.

NOTE: This is a live ongoing project - please visit www.rapidreturn.co.uk and speak directly with Vanessa if you want to know more... (By the way - her courses are nothing short of life changing!)

Digital Marketing Insight

Kingston Communications digital marketing campaign

Best practice from Kingston Communications.

Background

In 2007 Kingston Communications acquired Mistral Internet which enabled their existing portfolio to expand into the hosting market.

Challenge

With hosting being a highly competitive market KC needed to secure their presence and visibility against competitors to ensure that they remain recognised as a leading provider of hosting services. This had to be delivered to an audience that has a rich area for growth and therefore has become saturated by competition.

Strategy

The strategy was to introduce a multi-touch campaign to ensure the audience were being met with consistent messaging and seeing KC in relevant places therefore getting recognition both above and against our competitors.

To ensure traction with the target market, the campaign was focussed on being benefit led to ensure the target markets realised that KC had the knowledge, expertise and experience to understand their requirements and deliver solutions to suit.

It was also important to get an understanding of competitors’ approaches so that KC could ensure that they stood out from the crowd.

The delivery mechanisms used to execute this campaign consisted of:

• Email
• DM
• Microsite
• PPC
• Enhanced SEO
• Online advertising

Constant reviews of all mechanisms and results were vital to ensure that KC could continually enhance activity - to optimise results and the use of PURLs would allow the tracking of which mechanism was most effective at any given sample point.

Implementation

Key messaging was created and cell testing was prepared which allowed messaging to be enhanced on an on-going basis, these were supported by using PURLs which allowed us to monitor which mechanisms were working most effectively and also allowed a response to those that had shown interest.

Email and DM were created to have staggered land dates so that recipients received an initial message and then a couple of days later a prompt message.

All traffic was then driven towards a specific microsite which gave comprehensive information on KC’s hosting portfolio, not only does the microsite consist of standard product information but also offers benefit focus and a download centre providing information on services and associated subjects of hosting.

In addition to support the DM, Email and microsite SEO was constantly enhanced to ensure that KC were kept within the top organic rankings on Google, alongside this PPC campaigns ensured that when people searched for key terms we had included within messaging that KC was the result they were served.

Online media advertising placed on key websites that we knew target audience were actively using was implemented which was then driven to the dedicated microsite.

The key with all activity was to ensure that recipients had the option to call and speak to a hosting specialist immediately to discuss their requirements or were able to access relevant and coherent information on the product area they were interested in.

Results

In using an on-going multi-touch campaign an ROI of 300% + was achieved and continues to be increased. KC have been able to learn about buying habits, cycles and patterns of new business and enhance campaigns and interaction with existing customers and potential new business even more.

Traffic volumes to the dedicated microsite increased and new business leads doubled with the introduction of this activity.

On-going activity continues and further enhancements are made to ensure that rankings and presence within the marketplace are strong.

Strategy & Consulting

Website Marketing

Direct Marketing

Identity & Branding