June  12  

Case  study  overviews  

Ten digital pieces from 2009 – 2012 Nick McGivney

Berocca Boost Challenge To use digital channels to engage the core target audience (men/women 18-34) and to build a set of brand advocates.

Solution A Facebook campaign of six brain games with the Berocca Boost Ninja character, within a custom flash Facebook app. They changed the target relationship to one of constant engagement, prompting frequency of purchase, regular consumption, and the sharing of content. Digital marketing included standard online advertising, rich media online advertising, Facebook social ads and PPC to drive traffic to the Berocca Boost Facebook page.

Results Total game plays of 28,501, with an average time on site of 2’00”; with the average dwell time for repeat visitors an impressive 6’58”

GUINNESS Rugby Challenge To enhance the experience of Irish Rugby fans (digital-savvy male Guinness drinkers aged 24-35) within a digital community that unites their passion and support.

Solution The creation of a supporters’ community where players delivered regular updates and value-adding content. Multiple distribution channels to include guinness.com, an iPhone app, YouTube, Twitter and Facebook. Additional activation of the community was achieved through recruitment and live streaming of supporters’ nights, competitions, newsfeeds and a multitude of brand utility tools contained within the Guinness Rugby iPhone app.

Results The creation of a community of 40,000 rugby supporters and over 45,000 engagements between the Irish rugby players and the fans.

National Lottery Challenge To utilise the existing website as an archive for the many positive stories from winners’ perspectives, and to catalogue the beneficial work of Lottery by highlighting its Good Causes stories.

Solution Writing, collating and presenting a large volume of these stories in an easily absorbed format that is accessible and reflects positively on the brand as a whole.

Results A growing bank of good news stories with several thousand monthly visitors.

Jurys Inn Challenge To deliver compelling content on a high-volume site that gives visitors a reason to stay for longer and ultimately reward Jurys with a booking. The site is highly optimised for SEO and traffic is high. Delivering useful destination-focussed information, in an engaging and memorable way, has added to the functionality through good customer relations management.

Solution Incisive and accurate destination and hotel information for over 30 locations, delivered in easily absorbed content, that makes the Jurys Inn site more than simply a booking area but an extension of the carefully managed brand itself, promising an Exceptional Everyday City Hotel experience.

Results An expanding UK and Ireland hotel chain in a continent-wide economic slump = success.

Bord Gais Energy Big Switch Challenge To promote uptake of BGE’s new electricity provision amongst consumers in a market where change is seen as difficult and usually unwelcome.

Solution A full, through-the-line campaign spearheaded publicly by Lucy Kennedy and including a major digital activation, with website, microsite, interactive video content, display advertising and seeding of the campaign among highly visible bloggers. This included the development of a mini-soap opera online, featuring a family who were keen to switch but had to overcome the dad’s resistance to change. Each aspect of the campaign was designed to reassure existing BGE customers, convince others to make the switch and at every step usher them closer to the Switch forms, which could be fully completed online: a first for an Irish utilities provider.

Results A benchmark success story, with over 200,000 switchers (the vast majority of them online).

Google and SMBs Challenge Help develop a bespoke platform for Google to engage with small and medium-sized businesses across Europe and inform SMBs of the advantages of using Google businesss tools, like Adwords, and the benefits these could bring.

Solution The Google Business Engine - an online environment that delivered information and case studies to interested business managers across Europe. We felt that the information should be as relevant to the businesses as possible. This meant allowing access to the content via a number of routes - primarily geographical, but also accessible by sector and size of business.

Results The concept won us the competitive pitch, and got us our first project - to help Google in developing a dynamic email system which would allow them to deliver completely bespoke information to SMB Adword users.

Triton Challenge People don't buy a shower every day, so our brief was to ensure that the brand remains front of mind so that when people do come to making a purchase, they remember Triton.

Solution People in general are fatigued by all the bad news about the economy, and that messages that were more positive would have a better response. Our solution was to create a platform that reminded people of the little moments of happiness that a good, reliable shower (a Triton!) can bring. We called this platform Showered with Happiness. We created a campaign that extended the idea of being showered with happiness out to the nation. A Facebook-based competition would reward the most deserving person each month with a stream of small gifts and surprises. We also created a TV commercial out of re-edited segments of previous ads, as well as an interactive banner ad

Results Under Facebook rules, brands now can't force people to 'Like' their page to enter a competition. In spite of this we've had over 8,000 page likes over the course of the campaign. A fantastic database which has given Triton valuable information and research into their core market.

Powerade ‘Never Give Up’ Challenge To turn the tide for Powerade by delivering a deeper, more engaging conversation with 16-29 year old males who are passionate about sport through Paul O’Connell as coach and mentor to everyday sports people. The brand was experiencing a decline in market share and its position as the 2nd place sports drink was under threat. Powerade wanted to reposition itself as a challenger brand and clearly differentiate itself from competitors.

Solution Digital was positioned at the heart of the campaign. TV, radio, outdoor and point of sale as drive-to-site media. Never Give Up was the creative expression. The role of digital was to:

• Inspire consumers with real consumer stories via the 2009 Alpine Marathon challenge. • Motivate consumers to take up their own personal challenges using downloadable

training and nutrition guides. • Educate consumers on the key brand benefit of Powerade pre-hydration.

A website was developed and adapted each year to tell a new Never Give Up story. The website received 120,000 site visits. A personalised video message from Paul O’Connell delivered 30,000 viral creations. Social media community development began on Bebo and moved to Facebook in 2009, supported by communities on YouTube and Flickr.

Results

• The fastest growing sports drink in the market, four times faster than the category • Best Digital Campaign (Gold), Digital Media Awards 2009 • Gold Award, IMC European Awards 2009 • Best Long Term Promotional Campaign (Gold), APMC Awards 2009 • FMCG Campaign (Gold) 2009, An Post DM Awards 2009 • Best Non-Alcoholic Beverage (Gold), APMC Awards 2009 • Best Marketing Communication Campaign (Active Lifestyle), Coca-Cola Worldwide

Marketing Excellence Awards 2008

MediaStreet Challenge To create a comprehensive online media directory for several thousand businesses, where recommendations could be shared, contacts made and a range of value-added content could be passed along to companies including media, production, print, advertising, marketing, photographic and others.

Solution A free listings site that details key contacts, social network points (Linkedin, Facebook, Twitter) and allows communications businesses to list their rates, samples and so on in an easily navigable site. Additional content, including daily blog articles of relevance to the various comms businesses, to be provided as a key search promoter and valuable source of information for related companies, and a constant social media engagement with those listed on the site through Twitter and Facebook, spreading the relevance of members’ specific offerings and building the brand.

Results As of June 2012, there are over 2,000 weekly visitors to the site, and average time on site is around the six minute mark.

ioBingo Challenge To promote the ad agency io, and social media generally, by stimulating interest, engagement and fun for attendees at the Measurement 2012 conference in the National College of Ireland. Solution Through Twitter, we seeded a number of clues that attendees at the conference had to photograph and retweet, using the relevant hashtag. There were prizes (including the tiniest trophy in the world), but the focus was designed to be much more about the conversation and the value it can have in promoting business.

Results An engagement of over 15% of conference attendees, who actively took part in the tweeting process and spread the game to their own individual networks. As a result, #iobingo was the no.1 Twitter trending topic across Ireland on the afternoon, outranking even the official event sponsor, Done Deal, and we increased our own following by +50, most of whom would be significant net worth individuals within social media and marketing terms. All achieved for under €50!