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Coke Zero Let You Be Bond

December 7, 2012 Leave a comment

Coke Zero teamed up with the studio of new James Bond movie, Skyfall, creating the campaign “Unlock the 007 In You.” The video went viral in one week, with over 27,000 likes. There seemed to be just a normal Coke Zero vending machine in a busy train station. After consumers bought a coke, they were offered free tickets to the movie as long as they got to platform six in 70 seconds. When consumers press the button, the screen on the vending machine turned to a big countdown watch. However, in order to make it more like a mission, there were plenty of distractions and obstacles set in the way to make it harder. At the end of mission, participants were asked to sing the rhythm of 007 song, and then got the tickets.
Bringing experience to the consumer has been crucial for the success of a campaign. Instead of letting the consumers be the third person watching the show, “Unlock the 007 In You” let the consumers perform the show.

The goal of this campaign was to promote the movie Skyfall, driving people to theaters. The campaign not only successfully enhanced the awareness dramatically of the movie, but also strengthens the brand image of both Coke Zero and James Bond by engaging people, both those participating in the video and watching outside. Furthermore, it was effective because they caught the key insight of consumers—people think themselves cool and adventurous, in other words, they have an “inner 007.” Thus consumers participating in the video and watching the video built the emotional connection with Skyfall. The campaign excited existing James Bond fans and encouraged those who don’t really watch 007 movies to make a trial.

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Cyber Monday’s Biggest Contributor: Social Media

November 29, 2012 Leave a comment

Have you ever wondered how Cyber Monday come from when you are intrigued by various online deals? The term was created by marketing companies who wanted to persuade people to shop online, and made its debut on November 28, 2005. Cyber Monday is the one comes after the Friday of the thanksgiving. Since 2010, Cyber Monday has been the biggest online shopping day of the year; and this year, the sales it generated reached $1.5 billion.

 

Top Search Term: Cyber Monday deals

According to google trend, the top 5 website that people went on Cyber Monday are: cybermonday.com, retailmenot.com, savings.com, gottadeal.com. The graph shows those website had obvious rebound traffic on Cyber Monday, compare to the stable traffic of amazon.com.

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Most popular cyber Monday product

TV monitor, Clothes, camera, computer items, gaming bundle, jewelry

Social Media played a big role on this day.

2012, 57% of people use social media for finding discounts; 51% of them reading reviews

Retailers have been learning how to use social media to engage customers, and they can have the best practice on Cyber Monday by trying sales campaigns and customer service. Customers were encouraged to use social media tools, including text messages, Twitter, Facebook, Instagram, Pinterest and websites to get deals and freebies. Those advertisers can notice that during Cyber Monday, the social media had higher conversion rate (addshoppers graph), which created an impact on eCommerce similar to what it did on Black Friday. Facebook had 300% higher than its historical conversion rate, which is the No.1of social media. However, email seemed to be the most effective tool, which had 14.15% conversion rate. In terms of average order value, no one better than Pinterest, which is $226.53, partly due to its full of exquisite images that triggered customers’ desires.

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Criteria for Effective Facebook Ads

November 20, 2012 Leave a comment

Facebook ads have been a heated topic among marketers and business developers since it’s the most popular social media, consisting of 8.93% of website visits in US, following Google. In fact, according to comScore, Facebook ads are so effective that people who are fans, or friends of fans, of Starbucks or Target are more likely to buy something than those who were not fans. Thus, marketers are trying to obtain as many fans they could. We all know CTR and CPC; their effectiveness depends on different ad categories. For example, below is a chart demonstrating different CTR and CPC for different ad categories. Although there can be a huge disproportionation between the blue and the red bars, even ads in Health Care category with High CPC and low CTR are considered successful.

Despite the ease for people to become fans by clicking the button “Like”, marketers should pay more attention on their message and the social media campaign than their desire to merely acquire fans. Below is graph from comScore which indicates there are details beyond what seems easy to us.

In order to reinforce the process from getting fans to creating ROI by utilizing Facebook ads, three criteria for deciding the message in an ad are important: relevance, call-to-action and value proposition.

1. Relevance

It’s a benefit for marketers that they can choose the demographics they want to target using Facebook ads tools based on the immense database. However, just because you think the target audience is subject to your ads doesn’t mean the people think your ads are related to them. Designing the message requires more than demographic segmentation.  Relevance often stems from the consumer insights you’ve gained through other research. By knowing their behavior, their shopping habits, their interests and their lifestyle, it is not difficult to draw people’s attention. Not only the message on the Facebook page is important, but also the landing pages after someone clicks through the ad need to be relevant. After all, the conversion is the most important, rather than the click-through rate.

2.  Call-to-action

Speaking of conversion, nothing more effective than call-to-action. The essence is to motivate users to click on your ad right away by simplify the process from clicking the ads to what you really want them to do. It shortens the time of considering to click the ads and decreases the possible hesitation. For example, some terms are preferred in an ad such as “now,” “discount,” “don’t miss,” and “here.”

3. Value proposition

The value proposition means what value users can get by clicking the ad. There are a lot of marketers that put incentives such as discounts in part of the message to trigger users to participate. The value is not limited to price incentives. Some offer the newest collection of certain designers, downloads of new albums, and so on. There is a common logistic behind all those distracting marketing schemes: fulfilling one’s need. For example, satisfying one’s curiosity and the desire to belong to a group. However, when putting the value proposition in a message, it’s important to limit the amount of incentives and make the message simple but strong.

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