CAMPAIGN ROLES AND BEHAVIOR

Lecture Contd. | 02.05.14

Joanne - notes 

Campaign Roles and Behaviour 

Exposure reach - TV 

Familiarity & opinion - Print, Direct Out Of Home (DOOH) Display

Engagement & Response - Celeb / Infulence / blogger / social / video 

Engaged Reach - "

Influence 

Website building 

- keep it simple 

- engage consumer within 'three click rule'

- call to action 

- straight forward, so they know why they're looking on this particular site. 

- maintain tease & intrigue 

Make the offline 'call to action' clear & easy. 

- think about where the person (consumer) is when you want them to act 

- adapt call to action to make the most of your location. 

- website address must be big enough 

- spell out Facebook brand page name in full 

- use QR codes in places where they will work

 

Consumer generated Content 

- smartphone tech consumers are now also uploading their own user-generated content 

- generate earned media from your audience (paid, earned and shared media) 

- use mobile 

Kelloggs have opened a 'Tweet Shop' in Soho, London until the 28th of September

- invited customers to try their new product then tweet a review. 

Evaluation 

- Clear, measurable KPI's are set at each stage and by channel

- each channel is evaluated  against their role in the overall campaign rather than evaluating every piece of communication against the end goal 

- pre launch evaluation 

- enables real-time efficiency and improvements to current conversation 

- post launch evaluation. 

Nike: 

'Develop and integrated campaign by driving traffic between offline and online channels.'

'How will you make 2012 count?' - Olympics campaign, tag line. #makeitcount 

Teased the campaign by a PR accouncement, got the media talking. Then announced. At the bottom of every poster invited the consumer to make a pledge via #makeitcount (5k run event) 

Instore- a physical interactive installation in Nike's big stores - fans could create their own pledge photograph and then share it. 

Events - Rama high profile photography exhibition open to the public in East London got press there, certain VIPs, quite niche. No promotion of sales but all about e brand. 

Ran events with the London School of Basketball, #makeitcount t-shirts etc. 

Online - people started uploading their own content, website, Instagram, Facebook, Twitter etc.