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Agenda
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1. Short introduction to Patchwork 2. Common challenges during Christmas 3. Content mission 4. Four tactics + cases as example
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• Creative communications agency
• Strong track record working with leading local and global brands
• Leading Scandinavian provider of
consumer engagement, content creation and community management
• 65 Patchworkers across 3 offices (Copenhagen, Oslo and Stockholm) are making it happen …
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Patchwork is a Nordic creative communication agency bringing
brands to life by inventing, crafting and distributing meaningful ideas that
make a difference
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Common challenges during Christmas
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We all want to say something during the
Christmas season
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Exponential growth of content
distribution, mainly driven by social
channels.
More content
Niche channels is increasing and main
channels is consolidating.
More channels
More competition to get the word out to friends and peers, shift to dark social.
More competition
Decrease in trust to brands and
institutions, people turn to their friends
and peers.
More influencers
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Digital information created and shared (zettabytes)
More content
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… business’ commercial efforts on social media is
increasing during the Christmas season
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71 % … says ”no thank you”
(they think commercials are annoying)
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3 out of 4 ...would not miss brands on
social media
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In a world where it is difficult to
distinguish between price and product. … the consumers want something more
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Would you like to sit next to yourself at the Christmas
dinner table?
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4. How we can help our audience with what we have in common 3.
What we have in common with our
audience
2. Listen and learn about our story 1.
Buy our product
Rational
Emotional
Low engagement
High engagement
Content mission
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Four tactics for creating engaging Christmas campaigns
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Do we want to stand out, by fighting fire with fire - or by
fighting fire with water?
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Turn up the volume – and contribute to the noise
Focus on quality – by increasing relevance and value
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Marketing is no longer a numbers game. It’s a game of
quality and relevance.
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Reward I believe relationships are based
on mutual value. I like to be generous, but somehow expects
something in return for my commitments. So make sure to
make me feel special and reward me by giving me insights, special treats or access to competitions.
Social Currency I care about how I express
myself to others. So help me seem smart, cool and in the know about the world and
beyond.
Utility I share and engage with
meaningful things. So help with tools, knowledge,
expertise that can help me make my everyday life more fun, happier, mysterious or
inspirational.
Recognition I like being understood and
recognized for my interests and the way I pursue life. So be a facilitator
and help me be a part of a discussion, tribe and community.
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Social currency Christmas24: The Christmas Gift Experiment
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John Lewis: Monty the penguin
Recognition
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Recognition John Lewis: Monty the penguin
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Nobody counts the number of ads you run, they just remember the
impression you make.
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