Campaigns to Commitment: Social Media, Brands & Long Ideas

©2013 Critical Mass, Inc. All Rights Reserved pg.
CAMPAIGNS TO COMMITMENT
SOCIAL MEDIA, BRANDS AND LONG IDEAS
08.20.13
Monday, September 30, 13

©2013 Critical Mass, Inc. All Rights Reserved pg 2
OURSESSION
WHO WE ARE
THE CAMPAIGN MINDSET
DEMANDS OF SOCIAL ON BRANDS
ENTER THE LONG IDEA
A FEW EXAMPLES
QUESTIONS
01
02
03
04
05
06

©2013 Critical Mass, Inc. All Rights Reserved pg
WHO
WE ARE
3

DARREN
ART DIRECTOR
WE ARE 700
We are smart, talented, ﬂexible, and collaborative. Working across
ofﬁces, disciplines, accounts, and teams around the world.
SHAINA
MARKETING SCIENCE
CHICAGO
SUSANNE
SVP, MANAGING DIRECTOR
LONDON
MATT
GENERAL MANAGER
TORONTO
EUNY
DESIGNER
CALGARY

MATT = @MATTDIPAOLA
DAVE = @DOCTORJONES
#SMWLONGIDEAS
5

WE LIVE
AND BREATHE
DIGITAL.

IT’S WHERE CRITICAL MASS FIRST BEGAN.
A S I N C A N A D A
CALGARY

CAMPAIGN MINDSET?
W H A T I S T H E

SAY SOMETHING NEW OR DIFFERENT
10

SAY IT A LOT
11

SEE IF IT WORKED
12

SAY SOMETHING NEW OR DIFFERENT
13

MANY CAMPAIGNS ARE GREAT
14

SUBHEAD FOR STATEMENT
21
HAPPENED?
W T F

MARKETING IS NOT A CAMPAIGN.
IT’S A COMMITMENT.
JOSEPH JAFFE
22

You can’t buy attention anymore. Having a huge budget doesn’t
mean anything in social media…The old paradigm was pay to
play. Now you get back what you authentically put in. You’ve got
to be willing to play to play.
30

WE USED TO TELL, YELL, SELL
31

NOW WE CONNECT & CONVERSE
AROUND EXPERIENCES
32

MARKETING IS BEING
REINVENTED. CUSTOMERS
ARE IN CHARGE...

THE OPTIONS AND
INTERACTIONS ARE DAUNTING.

CLIENTS NEED SALES
BUT BUSINESS HASN’T CHANGED.
GROWTH
SELF SERVICE
NPS SCORES
BUZZ
INCREASED DEMAND
LEADS
LOWER COSTS
LOYALTY

BRANDS MUST ADAPT.

E N T E R
LONG IDEAS

CONSIDERATIONS
The myriad of ways brands
speak to consumers and make calls
to action.
MESSAGE
The different “machines”
customers use to interact
with a brand.
DEVICE
Customer interactions with a human
Version of the brand – call center, retail
outlet, online support, events, etc.
TOUCHPOINT
The lifetime total of a customer’s
Interactions with the brand.
TIME

W H A T D O E S
NEED
THECUSTOMERTHE BUSINESS
NEED
W H A T D O E S
$ ?To drive sales and build awareness. To solve a problem or make a decision.

A MESSAGE MUST BE
COORDINATED TO GET THROUGH
CROWDED CHANNELS.
MESSAGE

IF DEVICES ALL DID THE
SAME THING, WHY WOULD WE
HAVE SO MANY?
DEVICE

YOUR EMPLOYEES ARE YOUR
BRAND. ARM THEM WITH DATA
& GUIDE THEM ON HOW TO ACT.
TOUCHPOINT

TIME IS ABOUT MORE THAN CONSISTENCY.
TIME

LONG IDEA THINKING
44

FROM THE START
Social media isn’t an after thought. It isn’t a plug-in or bolt-on. It
is a key component of how we plan and execute ideas.
S O C I A L
MEDIA

The web is social. All digital activities now revolve around networked individuals
sharing and distributing exceptional content, directly interacting with brands to
ensure their needs are met in real time ensuring maximum time is spent “living”. This
behavior is enabled by the technologies and networks we use - and those tools
change at the speed of consumer attention. We focus on creating ﬂexible solutions
that integrate because we know that time is important to consumers - and they need
to be wowed when we have their interest.
LONG IDEA THINKING
MOVE AT THE SPEED OF YOUR
CONSUMER’S ATTENTION.

Omnipresent coverage is making sure you are where the customer is. It is connecting
the human conversation on various tech channels, networks and social hubs in the
appropriate environment. Your customer get the most involved when they are
appropriately exposed to your content, and they become advocates in the channels
where they have the most clout.
LONG IDEA THINKING
BE EVERYWHERE YOUR
CUSTOMER IS.

BRING TOGETHER HUMAN
BEHAVIOR AND TECHNOLOGY.

CHANNEL, TECHNOLOGY AND DEVICE
EXECUTION
CUSTOMER, BUSINESS AND BRAND
POSSIBILITIES
MUTUALLY BENEFICIAL
LONG IDEAS
LONG IDEA THINKING

DIG INTO WHO YOU ARE, WHO
YOUR CUSTOMERS ARE, AND YOU
CAN BEST INTERACT WITH THEM.
What will create the biggest impact? That depends on your objectives and the
willingness of the consumer to join in. Are you at the beginning of your social
journey, or do you already have millions of fans that need to be re-energized? We
help transform your business to become social minded and deliver content that
breaks the consumer out of their apathetic daze.
FINDING TRUTH IN POSSIBILITIES

We are large and integrated, a one stop shop - this means when we bring ideas they
are possible, they have clout and they can help move you to becoming a credible
and exciting social brand. Unlike most social agencies, we don’t use tried and true -
we know that tried and true is ignorable. Our ideas create impact that lasts over
time, big hits and small pulses that move beyond the simple post and work across
devices and channels using exciting technology.
UNITING POSSIBILITIES WITH EXECUTION
BIG THINKING IS ONLY
EFFECTIVE IF IT CAN BE
IMPLEMENTED.

DEVELOPING PROGRAMS TO
DELIVER EXTRAORDINARY
EXPERIENCES.
When we combine possibilities with execution, we get big ideas. No matter where
your brand is in its social maturity or what your business objective is we turn
unaccommodating consumers into advocates.
LONG IDEAS

SOME OF OUR
LONG IDEAS
53

©2013 Critical Mass, Inc. All Rights Reserved | 1
READY. SET. BOLT!N I S S A N B O L T G T - R C A M P A I G N
54

©2013 Critical Mass, Inc. All Rights Reserved pg©2013 Critical Mass, Inc. All Rights Reserved | 2
“RACING IS MY INSPIRATION. I WANT TO
HELP NISSAN BECOME AN
EVEN MORE EXCITING BRAND.”
USAIN BOLT
DIRECTOR OF EXCITEMENT, NISSAN
55

CELEBRATING INNOVATION
ON A GLOBAL SCALE
In 2012, Nissan Global unveiled its new brand positioning, “Innovation
that Excites.” The ultimate goal: to celebrate the inherent role that
innovation plays across every part of the company, globally. To support
the launch, Nissan kicked off a 15-month long global brand campaign
entitled “WHAT IF __”, and the automaker tapped Critical Mass to
manage the campaign’s digital activation around the world.

A core pillar of the global multichannel campaign, launched in
conjunction with TBWAChiatDay and OMD, was to promote Nissan’s
innovation in racing by pairing the world’s fastest man, Usain Bolt,
with the most thrilling Nissan performance vehicle, the GT-R racecar.
56

MOVING AT THE SPEED OF SOCIAL
Framed under the “WHAT IF__” umbrella, Nissan posed the question to brand fans around the globe: What if
the world’s fastest man went even faster? The automaker answered the question by naming Usain Bolt its
Director of Excitement and working with Critical Mass to mobilize his legions of fans online, including nearly
10 million Facebook fans and 2.3 million+ Twitter followers. We developed a custom Facebook application to
stream all things Bolt, including live event coverage and social syndication, rich videos, photos and exclusive
content highlighting Bolt as the dynamic new face of Nissan’s GT-R racecars—all supported by social
moderation and a global media campaign.
57

THE GOLD METAL
AUCTION
Beyond the ﬂood of dynamic content, we ampliﬁed the
buzz with an unprecedented online auction on eBay for
two custom Nissan Gold GT-Rs—one that went to the
winning bidder and one to Usain Bolt himself. The
auction ran for 10 days during eBay’s busiest weekend
of the year, including Cyber Monday, and was
supported by paid media in 7 languages, on 20
regional eBay sites, as well as key outlets such as
BBC, Top Gear, Discovery and LinkedIn. All proceeds
were donated to The Usain Bolt Foundation Charity.
58

©2013 Critical Mass, Inc. All Rights Reserved | 7©2013 Critical Mass, Inc. All Rights Reserved | 7
THE RESULTS
IMPRESSIONS IN 31 COUNTRIES
200M $200,000
RAISED FOR THE USAIN BOLT
FOUNDATION IN AUCTION
75 MILLION FACEBOOK IMPRESSIONS
49 MILLION TWITTER IMPRESSIONS
234,000 YOUTUBE VIEWS
200KCOMMENTS,
LIKES, SHARES, TWEETS, RETWEETS
+ BLOG POSTS
31 COUNTRIES SOUTH AFRICA, MIDDLE EAST, UNITED STATES, CANADA, AUSTRALIA, CHINA, SINGAPORE, NEW ZEALAND, TAIWAN, JAPAN, KOREA, BELGIUM, SPAIN, LATVIA, AUSTRIA, RUSSIA,
FINLAND, LUXEMBOURG, CZECH REPUBLIC, FRANCE, HUNGARY, POLAND, SWITZERLAND, SWEDEN, GREECE, GERMANY, ITALY, NETHERLANDS, PORTUGUESE, SLOVAKIA, UNITED KINGDOM
59

THE NEW CARN I S S A N L E A F
60

“WE WANTED TO CATER TO A NEW DRIVER
WHO FEEDS OFF SOCIAL MEDIA.”
STEVE SAVIC
GROUP CREATIVE DIRECTOR, CRITICAL MASS
61

WHAT DO YOU MEAN:
“100% ELECTRIC?”
The Nissan LEAF is an automobile unlike any that’s come before. It’s the
first mass-market, mass-marketed 100% electric vehicle, first launched
in the US, Europe and Japan, before broader distribution to 17 countries.
When you're launching a game-changer in an entirely new category,
people are bound to have questions…lots of them. So we built the
world's first comprehensive Twitter Q&A engine, covering everything
from battery capacity to performance to comfort.
Our primary goals: drive awareness, educate people, and ease their
fears about driving electric.
62

FUELING THE
CONVERSATION
Tapping into 20+ social platforms, we provided insight
and guidance to help consumers understand if the LEAF
was right for them. We created robust infographics and
interactive tools enabling them to determine whether
their driving habits, homes and lifestyles were suitable
for the switch to 100% electric. And we staged a LEAF
Zero Emissions promotional tour that let users RSVP via
Google maps and capture ﬁrst impressions, posting
them in real-time on YouTube and Facebook.
63

FROM CONVERSATION
TO CONVERSION
Working in lock-step with agency partners, we executed
a tightly woven campaign that encompassed nearly
every medium—TV and print, plus online media, video,
social platforms and a groundbreaking iAd execution.
Our answer-ready, zero-emission hub website and
innovative online reservations system delivered an unheard
of 90% conversion rate—all online.
64

20,000
THE INITIAL PRODUCTION RUN OF
CARS SOLD OUT 3 MONTHS
AHEAD OF SCHEDULE
#1SEARCH
RANKINGS
294,309 VISITORS IN THE
FIRST WEEK
4.7+
MILLION
VISITORS TO DATE
100,000+
FACEBOOK LIKES
5,000RESERVATIONS ON THE
FIRST DAY
15,558
QUESTIONS
90%RESERVATION CONVERSIONS
THE RESULTS
© 2013 Critical Mass, inc. All Rights Reserved | 138
20+ INDUSTRY AWARDS
65

67
“WE REFOCUSED OUR MARKETING TO TARGET
‘DIGITALLY SAVVY’ MOTHERS WHO SPEND A LOT
OF TIME ONLINE. THAT’S WHERE WE NEEDED
TO REACH THEM.”
REBECCA BOSTON
PUBLIC RELATIONS AND DIGITAL STRATEGIST, GREEN WORKS

68
A NEW MANIFESTO:
GREEN FOR ALL
To combat poor sales, shrinking shelf space and low
visibility, Green Works needed to ﬁnd a new voice. Through
research, we uncovered an insight that changed everything:
in contrast to hardcore green advocates, most women felt
stressed when trying to be green. They wanted to do their part,
going green – without judgment. So we created a new,
inclusive platform to make green accessible for all.

69
MAKING GREEN
AFFORDABLE, EFFECTIVE,
ACCESSIBLE,
& APPROACHABLE
Beginning with a fresh brand identity and website, we helped
Green Works battle eco-exclusion with a digital-driven campaign,
“You don’t have to be _______ to be Green,” using new digital
tools to engage our audience in friendly, even funny, ways.

70
LITTLE IDEAS.
BIG IMPACT.
Our strategy was a steady drumbeat of digital tactics to inspire
awareness, drive trial, unite channels, and mobilize advocates.
With a light-hearted editorial voice and sustained content strategy,
the campaign spanned online media and seasonal, social, retailer,
and celebrity tie-ins.

71
THE RESULTS

05
DISCOVERING YOUR LONG IDEA
72
TO LONG IDEAS?
A R E Y O U R E A D Y T O C O M M I T

Campaigns to Commitment: Social Media, Brands & Long Ideas

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Campaigns to Commitment: Social Media, Brands & Long Ideas