A mustache related case study.

1. Mustache March A Social Marketing and Measurement Experiment Page 1© 2008 Razorfish. All rights reserved. April 21, 2009

2. on a shoestring budget Page 2© 2008 Razorfish. All rights reserved.

3. combining many forms of advertising(even print!) Page 3© 2008 Razorfish. All rights reserved.

4. measured with in-house Razorfish technologies Page 4© 2008 Razorfish. All rights reserved.

5. Mustache March But first, a recap… Page 5© 2008 Razorfish. All rights reserved.

6. New York Explaining the subtleties of a proper mustache Page 6© 2008 Razorfish. All rights reserved. Greitzer = class

7. Somewhere on the Eastern seaboard... The Cape Cod t-shirt is a nice touch Page 7© 2008 Razorfish. All rights reserved.

8. Germany Here’s Andrè Page 8© 2008 Razorfish. All rights reserved. User Comment about this photo: „Das ist so unfassbar gut.“ Google Translate: That is so incredible good.

9. Germany and Juergen Page 9© 2008 Razorfish. All rights reserved.

10. Germany Germans like mustaches By far the most enthusiastic office Created a blog to advertise this enthusiasm – and display their follicular progress: http://neuemustaches.wordpress.com/ Drove traffic to www.razorfishmustache.com and drove use of Mustache Widget. Page 10© 2008 Razorfish. All rights reserved. He’d like to date your daughter

11. Seattle High five! Page 11© 2008 Razorfish. All rights reserved. Steve

12. Seattle Bringing the office together Page 12© 2008 Razorfish. All rights reserved. over 50 people packed into the 13 floor of the Exchange building

14. Created RazorfishMustache.com and Social Widget (Garrett Patterson)

16. We wanted to “practice what we preach”aka “eat our own dogfood”while bringing the company together,having some fun… Page 15© 2008 Razorfish. All rights reserved.

17. and fighting for social acceptance of the mustache. Page 16© 2008 Razorfish. All rights reserved. Artwork credit: NeueDigitale

18. Digital Marketing is changing Page 17© 2008 Razorfish. All rights reserved. People are demanding that they we (advertisers) communicate with them in new ways

19. Getting to the real ROI of our marketing in this quickly evolving environment is DIFFICULT. Measurement technology needs to keep up Page 18© 2008 Razorfish. All rights reserved.

20. We know how to get there Measurement technology needs to keep up Page 19© 2008 Razorfish. All rights reserved.

21. to demonstrate thiswe did a small marketing testutilizing a broad range of digital marketing tacticsand measured them all Page 20© 2008 Razorfish. All rights reserved.

22. The marketing tactics Page 21© 2008 Razorfish. All rights reserved. Contest Website Email Blog Social Widget Facebook App Facebook Ads Challenge Briefly, but specifically state the over all goals of the engagement including those below that apply: Connect with global offices strategic goals creative/ux goals optimization goals Solution Low-cost but broad social approach to attract and interact with users: Razorfish Mustache March Website Mustache March Countdown Widget Mustache March Facebook App Facebook Advertising ($100 budget) Blog (contributed by German office) Print Advertising (around offices) Results Global impact and engagement on a small budget: Participation from over XX offices in YY countries 81 Facebook fans from all over the world 133 active users of Facebook App 459 Unique Website Users and 1,251 Page Views Miles of combined facial hair growth (estimated)

23. The results Page 22© 2008 Razorfish. All rights reserved. Global impact and engagement on a small budget: Participation from over 7 offices in 2 continents 81 Facebook fans from all over the world 133 active users of Facebook App 932 Unique Website Users and 2,628 Page Views Miles of facial hair growth

24. Marketing Results Banner Ads 990,891 Impressions 185 Clicks .02% CTR (actually not bad by Facebook standards) Cost: $0.53 CPC or $0.10 CPM While 97% of clicks came from the US, 3% came from Canada, Columbia, Great Britain, Mexico, Puerto Rico, and Turkey All this with a budget of $100 Page 23© 2008 Razorfish. All rights reserved.

25. Marketing Results Email Sent internally to all Razorfish 349 Clicks on link to contest website 28 Clicks on banner to contest website 57 Clicks to EDGE website Word-of-mouth! 158 Clicks on the email = 238 Website Unique users on 2/27 (day email dropped) Page 24© 2008 Razorfish. All rights reserved.

26. Marketing Results Website 932 Unique Users 1.51 Visits per User 3,946 Total Minutes Spent on Site 3:16 Average Site Visit Time Page 25© 2008 Razorfish. All rights reserved. Worldwide Visitors

27. Marketing Results Facebook App and Widget 47 Unique Facebook App Installs and 108 Unique Interacting Users Most Facebook Mustache App “fans” are male and 25-34 Most app installs were generation 1 or 2 – implying the app was not effective at spreading virally 3 users were the primary “social influencers” generating over one-third of all new installs Page 26© 2008 Razorfish. All rights reserved.

28. Marketing Results SEO – unexpected success! As of 3/31/09, we own the entire first page of organic search engine results for keyword “razorfish mustache”: website, blog, widget, twitter, flickr… Spoke to people through many different digital channels. Yeah it’s true that there’s not much competition for “razorfish mustache”, but our clients would die for this sort of broad exposure in search results for their products. Page 27© 2008 Razorfish. All rights reserved. Website User Generated Content Twitter Blog Widget Hashtags Flickr Referring Sites

29. Again, what’s the point? Actionable Results (what we would do based on our results) Email Marketing Text link was more likely to be clicked than image. Either make call-to-action more prominent in image to get more clicks or move text up in email body to get more clicks. Banner Ads Target ads to improve CTR Website Increase traffic from “social” sources (i.e. Facebook, Twitter, Flickr, Email) by providing “Send to a friend” link on site Examine site behavior of users spending > 20 minutes on site Facebook App Determine barrier to app spreading virally. Navigation? Content? Seeding to more interested audience (i.e. better target to social influencers)? Page 28© 2008 Razorfish. All rights reserved.

30. Measurement Technology No matter how you execute your campaign, Razorfish can measure it Mustache March Measurement used the following technologies: RazorfishRIAx for Social Web Apps Razorfish Generational Tag Razorfish Survey Platform Razorfish Online Reporting Portal Razorfish Media Reporting Atlas Ad Serving and Reporting Facebook Campaign Reporting Facebook Demographic Reporting Page 29© 2008 Razorfish. All rights reserved.

31. Thank You Chris Castle Product Manager, Global Business Intelligence chris.castle@razorfish.com 206-816-8992 Page 30© 2008 Razorfish. All rights reserved.