report x420
DESCRIPTION
Report de la dernière opération 360° réalisée pour Samsung dans le cadre de mon travail en tant que reposnsable de communication pour lla division PC portables.TRANSCRIPT
![Page 1: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/1.jpg)
Eventx420
LaunchX420
![Page 2: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/2.jpg)
Objectives• Accompany the classic launch campaign with an exceptional
event
• Combine both on and off line activity for the first time
• Use bloggers as a communication vector and promoters for the operation
– INFLUENCE MANAGEMENT
• Highlight the main product benefits to make them the central theme of the operation (+9 hours of autonomy = mobility)
• Gain awareness by creating online buzz and press clippings
![Page 3: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/3.jpg)
The Idea – Treasure Hunt
• The 9th December, 9 computers will be
hidden in 9 different places throughout
Paris
• For 9 hours, clues will be given on line
so players can locate them, get to the
place first and win the computers
• After 9 hours those computers not won
will be put back into a prize draw
9h CHRONO
![Page 4: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/4.jpg)
E-mailing X420 website Bloggers Banner Campaign
Word of Mouth
Press release
Press/Onlinearticles
Communication Tools
Street Marketing
![Page 5: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/5.jpg)
Communication Phasing9h CHRONO
Create 3 communication phases
1. -3 weeks: Seeding Bloggers
2. - 2 weeks: Emailing 1/Facebook-Twitter-Microsite Creation/Banner campaign/Web Campaign/Press release/ Emailing 2
3. D Day: Flyer Distribution /clue activation online
![Page 6: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/6.jpg)
PHASE 1
![Page 7: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/7.jpg)
Phase 1 : Seeding bloggers
• + 60 articles posted on line
• 23 blogs & +40 news portals/blog portals
•160 blogs contacted• High Tech• Marketing/Communication• Lifestyle = fashion, trends
![Page 8: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/8.jpg)
PHASE 2
![Page 9: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/9.jpg)
Phase 2 : Microsite creation -info
• Mis en ligne le 24 novembre
![Page 10: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/10.jpg)
…& inscription
![Page 11: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/11.jpg)
Phase 2 : 1st e-mailing
• Sent the 25th November
• Sent to 20 410 people from Samsung DB
– Opening rate: 23.9%
– Clicks to URL: 4.67%
• Global performance above average for Samsung mailings, especially on the opening rate
Envoyé Ouvert CliquéEmailing 19966 4771 940
Title: Le 9 decembre vous aurez 9h pour trouver et remporter un PC Portable X420
![Page 12: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/12.jpg)
Phase 2 : Facebook page 18/11• Creation of FB page to animate build-up
![Page 13: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/13.jpg)
Phase 2 : Twitter creation 18/11
![Page 14: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/14.jpg)
Comments
![Page 15: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/15.jpg)
![Page 16: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/16.jpg)
![Page 17: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/17.jpg)
![Page 18: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/18.jpg)
![Page 19: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/19.jpg)
![Page 20: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/20.jpg)
Phase 2 : Press Release 03/1215 articles produced
![Page 21: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/21.jpg)
Phase 2 - Banner campaign 3-9/12
EmplacementsImpressions
délivrées Clics Taux de clic
300x250_EVENT - Pack Zephir 303 794 356 0,12%300x250_EVENT - nouvelobs.com 62 905 119 0,19%300x250_EVENT - Lemonde.fr 69 898 176 0,25%300x250_EVENT - Aufeminin.com 44 440 25 0,06%TOTAL 481 037 676 0,14%
Campagne NOTEBOOK XSERIES 03-09 Dec 2009
Results: market averageLe Monde gained the highest CTR
![Page 22: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/22.jpg)
Phase 2 - E-mailing reminder 08/12
• Sent the 8 December
• Sent to 19 834 people in Samsung base
– Opening rate: 20.57%
– Clicks to URL: 2.94%
– Opening rate: 59,2%
– Clicks to URL: 31%
• The performances of the campaign are highly above average for the emailing received by those who subscribed to the game
Envoyé Ouvert CliquéEmailing 2 19 834 4079 584
Title: J-1 avant la grande chasse au X420 dans Paris !
Envoyé Ouvert CliquéEmailing inscrits 571 338 176
![Page 23: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/23.jpg)
PHASE 3
![Page 24: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/24.jpg)
Phase 3 : D Day• Flyer Distribution
– 4 strategic areas in Paris
– 6 hostesses
– + 10 000 flyers distributed
![Page 25: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/25.jpg)
Phase 3 : Animation site• During the day
9th December – clues given out all day long
• Repeated on FB & Twitter
• 1068 subscribed
• Frequentation from 24/11 to 9/12 : 13 659 pages seen
• Peak the 27-28/11 and 7-9 December
![Page 26: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/26.jpg)
Phase 3 : Animation FB
![Page 27: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/27.jpg)
Phase 3 : Animation FB- resultsFacebook results
• 657 «fans» on the day of the operation: _59 % men, 41% women _71% between 18 et 34 years old
•595 comments, an average of 13 per status•(peak of 56 at the end of the day)=> almost instant creation of conversations to decipher clues
•183 581 potential OTS(occasion to see)• (cumulated audience of friends of all the fans)
![Page 28: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/28.jpg)
Toshiba benchmark
On Facebook since 22/091224 fans for 96 status updates*1.8 status per day
On Facebook since 24/11657 fans for 46 status updates3 status per day
•Status updates means that then operation is written on the wall of the fans, which is seen by all his friends
![Page 29: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/29.jpg)
Facebook: important mentionsFrançois Gombert ( Bozarblog): 1000 «friends» on Facebook
Journal du Geek: 5097 fans on Facebook.
![Page 30: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/30.jpg)
Facebook: mentions by fans
![Page 31: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/31.jpg)
Phase 3 : D-Day Twitter results
• 266 «followers» on D Day
• 6 834 people with a contact to the operation (mention @9h_chrono)
• 191 retweets (copy of a link mentioning the operation so it appears on one’s account)
•
• 40 830 potentiels OTS (cumulated audience of Twitters mentioning the operation)
• Direct use of the mobile application Twitter on D-Day, reinforcing the notion of mobility for the Treasure Hunt
![Page 32: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/32.jpg)
272 followers pour 1188 followed A ratio of 1 follower to 4 followed
On Twitter since17/11
266 followers pour 279 followed A ratio de 1 follower to 1 followed*
OnTwitter since18/11
*The ratio abonnés/abonnement determines the attractiveness of the Twitter accountThe lower the ratio is low, the more attractive the account
Toshiba Benchmark
![Page 33: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/33.jpg)
Comments
![Page 34: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/34.jpg)
![Page 35: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/35.jpg)
Post Operation
![Page 36: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/36.jpg)
The Winners• Nearly every winner heard about the game
from a different communication source:– Hotel Particulier = FB
– Hôtel de Ville = Flyer
– Kusmiti = From a friend
– Les Influents = Banner Camapign
– Windows Café = Blog
– Atelier des Chefs = Emailing 2
– Carette - Twitter
– Kusmiti – FB
• The different communication means, worked !!!
![Page 37: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/37.jpg)
Phase 3 : Winners on website• After the
operation, the winners were announced on the website with their photo
• Partners were thanked – link to their website
![Page 38: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/38.jpg)
Photos
![Page 39: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/39.jpg)
Conclusions
• Great success for this FIRST ever on and offline event
• Unique format perceived as innovative
• Opinion leaders approved and perpetuated the buzz
• Promotion through multi channel communications succeeded(winners)
• High level of blog buzz
• Direct contact with the general public- great Word of Mouth for the future
– Humanizes the Brand and it’s products- increases positive reputation
![Page 40: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/40.jpg)
Conclusions
Difficult to measure total audience of blogs/news portals & Google coverageExcellent ROI per OTS +4000 consumers had direct interaction
Tool Sent/OTS Opened/Seen Clicked/Direct contactsEmailing 1 19 966 4 771 940Emailing 2 19 834 4 079 584
Emailing Participants 571 338 176
Banner Campaign 481 037 676Microsite 13 659 1 068Facebook 183 581 657Twitter 40 830 6834 266Flyers 10 000 15 000Audience Blogs/portals(min.) 200 000Audience Presse (min.) 100 000Google Total 1 069 478 31022 4367
![Page 41: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/41.jpg)
Annex
![Page 42: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/42.jpg)
Google• 9h Chrono = 10 premières pages
![Page 43: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/43.jpg)
43
France Bleu IDF
![Page 44: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/44.jpg)
44
Laptopspirit.com
http://www.laptopspirit.fr/58236/samsung-une-chasse-au-tresor-pour-gagner-9-portables-x420-culv-14-pouces.html
![Page 45: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/45.jpg)
45
Zone-numerique.com
http://www.zone-numerique.com/news_6065_La_chasse_aux_tresors_X420_de_Samsung_demarre_le_9_decembre.htm
![Page 46: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/46.jpg)
Ere-numerique.fr
46
http://www.erenumerique.fr/a_la_chasse_au_samsung_x420_-news-17969.html
![Page 48: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/48.jpg)
48
http://www.aufeminin.com/les-chouchouter/chasse-au-tresor-samsung-x-420-n38076.html
Aufeminin.com
![Page 49: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/49.jpg)
49
Paper-Blog.fr
http://www.paperblog.fr/2585571/chasse-aux-tresors-samsung /
![Page 50: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/50.jpg)
50
Fredzone
http://www.fredzone.org/samsung-te-file-ton-netbook
![Page 51: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/51.jpg)
51
Ecranmobile.fr
http://www.ecranmobile.fr/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain_a10028.html
![Page 52: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/52.jpg)
52
GenerationMP3
http://www.generationmp3.com/category/4-blog-generationmp3-le-blog-des-baladeurs-mp3/baladeurs-mp3/samsung/
![Page 53: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/53.jpg)
53
ITRnews
http://www.itrnews.com/articles/98232/samsung-ouvre-chasse-x420.html
![Page 54: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/54.jpg)
54
La Vie Numerique
http://www.lavienumerique.com/articles/98232/samsung-ouvre-chasse-x420.html
![Page 55: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/55.jpg)
55
Journal du Geek
http://www.journaldugeek.com/2009/11/27/9h-pour-le-samsung-x420/
![Page 56: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/56.jpg)
56
Confortique-news
http://www.confortique-news.com/actualite/gris/samsung-a-cache-9-ultra-portables-x420-dans-paris.htm
![Page 57: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/57.jpg)
57
http://www.mobifrance.com/news/2009-12-04/id15774/Samsung-organise-une-chasse-aux-tresors-dans-la-capitale-le-9-decembre-prochain
MobiFrance
![Page 58: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/58.jpg)
58
Geeek
http://www.geeek.org/post/2009/12/06/9h-Chrono-:-Gagnez-l-un-des-9-Samsung-X420-cach%C3%A9s-dans-Paris
![Page 59: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/59.jpg)
59
http://www.tech.youvox.fr/Samsung-organise-un-jeu-concours,1533.htm l
You-Vox
![Page 60: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/60.jpg)
60
http://www.infoburomag.com/news/samsung-organise-une-chasse-aux-tresors-inedite-5282.aspx
Infoburomag
![Page 61: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/61.jpg)
Annex7 Dec 2009
Annexes
![Page 62: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/62.jpg)
![Page 63: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/63.jpg)
![Page 64: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/64.jpg)
![Page 65: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/65.jpg)
![Page 66: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/66.jpg)
![Page 67: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/67.jpg)
![Page 68: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/68.jpg)
![Page 69: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/69.jpg)
![Page 70: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/70.jpg)
![Page 71: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/71.jpg)
![Page 72: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/72.jpg)
![Page 73: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/73.jpg)
![Page 74: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/74.jpg)
![Page 75: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/75.jpg)
![Page 76: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/76.jpg)
![Page 77: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/77.jpg)
![Page 78: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/78.jpg)
![Page 79: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/79.jpg)
![Page 80: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/80.jpg)
![Page 81: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/81.jpg)
![Page 82: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/82.jpg)
![Page 83: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/83.jpg)
![Page 84: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/84.jpg)
![Page 85: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/85.jpg)
![Page 86: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/86.jpg)
![Page 87: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/87.jpg)
![Page 88: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/88.jpg)
![Page 89: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/89.jpg)
![Page 90: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/90.jpg)
![Page 91: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/91.jpg)
![Page 92: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/92.jpg)
![Page 93: Report X420](https://reader036.vdocuments.net/reader036/viewer/2022062319/55835922d8b42a68138b4ea4/html5/thumbnails/93.jpg)