Case Study - Key learnings are shared from the 2013 social media campaign, Tell Your Story, that I created and managed for DocDoc in Singapore. Note: Costs mentioned in this presentation are those paid to external vendor/partners only, and do not include costs for internal staff management/creative.

1. Tell Your Story Campaign
Key learnings - Sept 3, 2013

2. Overview
DocDoc formed a marketing partnership with lifestyle & fashion blogger, QiuQiu, after
we read that she had always dreamed of getting plastic surgery in Korea. QiuQiu used
DocDoc.sg to find a doctor in Seoul, had a Skype consultation with her doctor, and then
flew to Korea to get a rhinoplasty and facial fat graft surgery at REZEN Medical Group.
Dr. Lee provided QiuQiu with a free surgery, DocDoc picked up travel & other expenses,
and QiuQiu created a 3-part, DocDoc-sponsored video blog documenting her journey.
DocDoc agreed to give away a $5,000 prize to one lucky contest entrant who submitted
the most compelling story about how surgery could change their life.
QiuQiu
! Host: Budget Barbie show on clicknetwork.tv
! Blog: http://bongqiuqiu.blogspot.sg
! Average views per video: 50-100k per video
! Highest video view: 600k for breast filler video
! 13k Facebook fans
! 30k Twitter followers
! 100k blog visits per month
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3. Goal of the Tell Your Story Campaign
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! Boost DocDoc.sg website traffic & doctor appointments
! Generate contest entries/email leads
! Garner press mentions
! Determine ROI for this type of campaign
! Increase brand exposure in youth demographic

4. QiuQiu Has Surgery and Blogs About It
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5. Contest Press Release
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6. 6
Campaign Banners

7. 7
Contest Landing Page

8. 8
Front Page Story on Yahoo

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! Cost: $35,000
! Spokesperson: QiuQiu
! Team: REZEN, DocDoc, Nom Nom
! Campaign: Tell Your Story
! 3-part medical tourism video series
! 3-part blog post series
! 3,000+ mentions on Twitter & Facebook
! 3 press releases (SEO + brand awareness)
Amazing Campaign Results
! 1 bonus video (select winner)
! ~500,000 YouTube video views
! 80,000+ website visits + 200 patient bookings
! ~2,000 contest entries from 12 countries
! ~30 plastic surgery patients for our doctors
! Front page Yahoo story mentioning DocDoc
! 190% measurable ROI & much more!
! One very happy contest winner!

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Lots of Twitter Conversations & Retweets

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! The right spokesperson is worth the $ spent
! Quality video production is key, hire pros
! Fanbases can be leveraged for brand association
! Social campaigns can generate lots of buzz
! Bigger prizes stimulate more entries
! Video & blog posts provide long-lasting marketing value
! Positive social advocacy can be good for a brand
! Spokesperson help make a brand personable
! Solid project management key to success
! Contests have ripple effects on multiple channels
! Many contest entries became customers & advocates
! 1.5% of surgery leads convert into actual surgeries
! Coordinating w/ Korea takes extra effort (language)
! Positive ROI is not only possible, it happened!
Campaign Takeaways

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Videos:
- QiuQiu's Consultation - Pt 1: http://youtu.be/b-h4u_fNla4
- Welcome to Korea - Pt 2: http://youtu.be/3-Y0nNre_Tw
- Road to Recovery - Pt 3: http://youtu.be/RSi-6wJfy-w
- Contest winner: http://tinyurl.com/mzplk4a
Blog posts:
- Blog Post 1: http://tinyurl.com/o8c44zz
- Blog Post 2: http://tinyurl.com/ksz6arb
- Blog Post 3: http://tinyurl.com/qy25796
- Contest winner: http://tinyurl.com/ogt2gje
Links To Videos & Blog Posts

13. JON SAMSEL - SAMSELOCITY.COM
Ph: 1-626-236-6109 | Skype: Jon.Samsel | Twitter: twitter/jonsamsel