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The Best Digital Marketing Campaign in the World?

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Prepared for a job interview, designed to teach a group of Level 6 (final year) degree students, who haven't necessarily got a marketing background.

Publicada em: Marketing

The Best Digital Marketing Campaign in the World?

  1. 1. What is the best digital marketing campaign in the world? Dr Bex Lewis : @drbexl Image: Stockfreshhttp://j.mp/bestdig
  2. 2. http://j.mp/digimktg15
  3. 3. Best? Image: Stockfresh
  4. 4. Fit. For. Purpose.
  5. 5. http://www.thisg irlcan.co.uk/ http://www.dan dad.org/en/thisg irlcan-interview/
  6. 6. Humans Tell Stories “When we met the women, we realised how this was actually real. This wasn’t reading research on paper any more, they had real stories so we wanted to give them the space they deserved. It was never a box ticking exercise, we just wanted women who embodied the spirit of the campaign. And that’s who’s in it.” http://www.dandad.org/en/thisgirlcan-interview
  7. 7. https://youtu.be/46_DhjU_6Cg
  8. 8. (Social) Campaign Aspects • Web: http://www.thisgirlcan.co.uk/ • Twitter: @ThisGirlCanUK #thisgirlcan • Facebook: http://j.mp/thisgirlfb • YouTube: http://j.mp/thisgirlYT • Mobile App: http://app.thisgirlcan.co.uk Further discussions: http://bundlr.com/b/thisgirlcan
  9. 9. Observations?
  10. 10. Success Factors? • 25 million+ total campaign views ; 250,000+ interactions. • 302,000 Facebook and 77,000 Twitter followers • #ThisGirlCan trended #No3 TV advert launch night • Bespoke algorithm tweets users • ACTIVEMapX: Classes advertised increased 39%, whilst user searches exceeded 5,000+ daily • Digital library of shareable assets, utilised by over 4,000 partners and sporting organisations in the UK. https://econsultancy.com/blog/66469-seven-video-marketing-lessons-learnt-from-thisgirlcan/ http://www.marketingmagazine.co.uk/article/1340090/six-marketing-lessons-thisgirlcan http://www.sportengland.org/media-centre/news/2015/june/4/this-girl-can-new-ways-to-celebrate-women-getting-active/ http://wsnet.co.uk/WSN-TV/thisgirlcan-activemapx-impact-grass-roots
  11. 11. Cannes Glass Lion Award: Tackling Gender Inequality https://pbs.twimg.com/media/CIhnSHGXAAAiZJL.jpg
  12. 12. Chaffey, D. and Ellis-Chadwick, F. Digital Marketing, 2012, p199
  13. 13. Task for Next Week • Read Chapter 4 ‘Digital Marketing Strategy’ in Chaffey, D. & Ellis- Chadwick, F., 2012, Digital Marketing: Strategy, Implementation and Practice (Pearson) Available on the VLE • Focusing on at least 3 campaigns, blog about what qualifies a campaign as ‘best’ Consider using this outline from Ryan’s The Best Digital Marketing Campaigns in the World II to structure your blog post(s) • Market • Descriptor • The Challenge • (Campaign Budget) • Target Audience • Action • Results • Lessons
  14. 14. Image: Stockfresh