Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Vandal London - Agency Intro

•
•
Will Francis
Will Francis

This document provides summaries of digital marketing campaigns that Will and his team at Harkable developed for various brands. The campaigns included: 1) A #HackTheSale app for OnePiece that lowered a product price based on social shares, reaching 3.5 million people and increasing sales 32%. 2) A personalized artwork app for Paramore fans to create unique album covers using their photos, generating over 35,000 covers shared socially. 3) A shoppable Instagram site for Net A Porter that made purchasing products seen on Instagram only 3 clicks, streamlining the process.

1 of 14
AGENCY CREDS
Today, digital represents an unprecedented challenge to brands. vandallondon.com It is more saturated, competitive and expensive to cut through than ever before.
Content Saturation Algorithms Savvy Consumers Ad Blockers Platform Monetisation Content Quality Increase These are all great for users, but bad for traditional digital brands. vandallondon.com
Digital & social agencies say:
 “Publish more content and promote it through ads or influencers” vandallondon.com
We say:
 “Publish less content. Make it remarkable. Create truly unique, owned digital experiences.” vandallondon.com
Our team have done this for these brands… vandallondon.com …building global campaigns, apps, tools and connecting offline activity with online.
vandallondon.com OnePiece
 #HackTheSale The Brief OnePiece wanted to create some social noise around the end of their January sales where their global customer base could get something back from the brand they love. The Solution The #HackTheSale app, asks customers to connect their Facebook or Twitter account and share the campaign, with each share reducing the price of a Lusekofte Onesie which started at £139. Customers saw the price change in real-time as it was shared by them and their friends. At the end of the ‘price hack’ every participant received an email with a coupon for the socially driven discount. Highlights Through the shares on Facebook and Twitter the campaign reached an estimated audience of 3.5 million people worldwide, driving an uplift in sales by 32%. There was also a 9% conversion rate for every visitor who landed on the app to take part.
vandallondon.com Warner Music Paramore Personalised Artwork App The Brief Paramore – one of the top-selling bands globally – were to release their new single ‘Now’ and the international marketing team at their label Warner Music briefed us to create something that fans could engage with and share to spread awareness and interest in the new release. The Solution A Facebook app which places the user’s photos seamlessly within the single artwork. Using the original layered artwork files we were able to achieve this very effectively so that each one was completely unique, whilst looking like official Paramore cover art. Whilst at Harkable, Will ran this project. The app was built in HTML5 to work across desktop and mobile devices. It featured an intuitive interface making it fun to experiment with the millions of possible combinations and share the results across Facebook, Twitter and Tumblr. Highlights The app was promoted globally to the band’s fan-base. Over 35,000 individual covers were created by Paramore fans and shared on social media.
vandallondon.com Net A Porter Shoppable Instagram The Brief Net A Porter enjoy an Instagram following of over 2.3m fashion fans, and engagement on their posts is always high. Despite the unwieldy user journey between seeing a product on Instagram and buying it, their avid consumers were finding their way to doing just that. So the brief to us was – make that journey from social to shop a lot smoother to maximise ROI on Instagram. The Solution The solution was a completely bespoke Instagram shop site, automatically populated with their Instagram posts and showcasing all products shown in them. Whilst at Harkable, Will directed this project, reducing a user journey of several clicks and typed searches to just 3 clicks. The site offers Net A Porter’s social media team the functionality to relate any Instagram post to any number of their products quickly and easily, and if required show different ones to different users around the world Highlights Project in deployment - results TBA
vandallondon.com Net A Porter Elizabeth Arden x Influencer Collaboration The Brief Elizabeth Arden were to launch a new product with a high-profile campaign across NAP’s owned and paid channels. The brief to Will and his team at Harkable was to identify and creative direct a select group of influencers in beauty, health and style. With them we were to produce the entire campaign’s creative including images, video and animation. The Solution We researched and identified influencers from each of the campaign editorial pillars who were experts at creating social content. Once we had our confirmed list of participants, we worked with them to conceptualise and produce a variety of creative routes for the campaign. The creative assets were then used across the Net-A-Porter, EA and influencers’ channels, all directing traffic to a campaign hub which showcased the influencers and their contribution to the project. Highlights Campaign reach for #Superstart was over 7.75m on Instagram
vandallondon.com Samsung Pan-Euro Creative Campaign & App The Brief Samsung wanted to gift premium entertainment content to a pan-European smartphone and tablet audience throughout the festive season, bringing value to their customers and raising awareness of Samsung’s movie, apps and games offerings. This was to be rolled out across 27 European countries, as a ‘turn-key’ campaign. The Solution Will and the team at Harkable created, designed and developed the Winter Wonderland app for Android phones and tablets which delivered a new content gift each day throughout December. The campaign ran across several European countries, localised to cater for varying languages and content availability across the continent. The toolkits we provided included microsites, campaign strategy and all social and ad content for implementation across all markets. Highlights • The campaign helped drive an uplift of Samsung account usage by 40% MoM • Also drove Samsung smartphone sell-through by 20% MoM • Over 30% of app conversions were driven through social media
vandallondon.com Penguin Books First Ever Snapchat Book Signing & Ongoing Book Launch Campaigns The Brief Penguin’s aim was to engage a teen audience via growing social app Snapchat as part of a wider campaign to drive awareness of Zoella’s #1 best-selling Girl Online series. Snapchat was to serve as an immediate and real-time channel for the publisher to engage with fans of Zoella and her books. The Solution Starting from zero Will and his team at Harkable devised a strategy for launching the Girl Online presence on Snapchat, growth-hacking and content planning. We created daily Snapchat Stories to engage fans through video, artwork, images and calls-to-engagement. The first campaign culminated in an innovative book signing through the app. Highlights We really enjoyed working with the guys on the launch of the Girl Online Snapchat. They were creative, adaptable and hugely knowledgeable, and they helped us to build this brand new Snapchat account to over 35,000 followers in 12 weeks – fantastic! Natasha Collie, Senior Marketing Officer – Penguin Books
vandallondon.com Simon & Schuster Digital & Social Media Strategy The Brief As part of a wider brand refresh for this world-renowned publisher we were briefed to create a cohesive strategy for how the business uses digital and social channels more effectively, and report this back to the organisation. The Solution Will and his team at Harkable conducted a thorough audit to assess how the business was using digital. This informed a comprehensive recommendation on how to invest their time, money, assets and access into the relevant platforms and processes. We collaborated with the digital and PR teams through a series of workshops, to discuss our findings and learn where the challenges were, all to inform our final strategy. Highlights The team brought a wealth of strategic experience to the brief, helping us develop an imaginative, thoughtful and analytical approach to our social media.
 They worked inclusively with our teams and the positive impact has been immediate. Toby Jones, Group Marketing & Publicity Director – Simon & Schuster UK
Drop us a line. 020 7427 6094 hello@vandallondon.com vandallondon.com

More Related Content

Vandal London - Agency Intro

  • 2. Today, digital represents an unprecedented challenge to brands. vandallondon.com It is more saturated, competitive and expensive to cut through than ever before.
  • 3. Content Saturation Algorithms Savvy Consumers Ad Blockers Platform Monetisation Content Quality Increase These are all great for users, but bad for traditional digital brands. vandallondon.com
  • 4. Digital & social agencies say:
 “Publish more content and promote it through ads or influencers” vandallondon.com
  • 5. We say:
 “Publish less content. Make it remarkable. Create truly unique, owned digital experiences.” vandallondon.com
  • 6. Our team have done this for these brands… vandallondon.com …building global campaigns, apps, tools and connecting offline activity with online.
  • 7. vandallondon.com OnePiece
 #HackTheSale The Brief OnePiece wanted to create some social noise around the end of their January sales where their global customer base could get something back from the brand they love. The Solution The #HackTheSale app, asks customers to connect their Facebook or Twitter account and share the campaign, with each share reducing the price of a Lusekofte Onesie which started at £139. Customers saw the price change in real-time as it was shared by them and their friends. At the end of the ‘price hack’ every participant received an email with a coupon for the socially driven discount. Highlights Through the shares on Facebook and Twitter the campaign reached an estimated audience of 3.5 million people worldwide, driving an uplift in sales by 32%. There was also a 9% conversion rate for every visitor who landed on the app to take part.
  • 8. vandallondon.com Warner Music Paramore Personalised Artwork App The Brief Paramore – one of the top-selling bands globally – were to release their new single ‘Now’ and the international marketing team at their label Warner Music briefed us to create something that fans could engage with and share to spread awareness and interest in the new release. The Solution A Facebook app which places the user’s photos seamlessly within the single artwork. Using the original layered artwork files we were able to achieve this very effectively so that each one was completely unique, whilst looking like official Paramore cover art. Whilst at Harkable, Will ran this project. The app was built in HTML5 to work across desktop and mobile devices. It featured an intuitive interface making it fun to experiment with the millions of possible combinations and share the results across Facebook, Twitter and Tumblr. Highlights The app was promoted globally to the band’s fan-base. Over 35,000 individual covers were created by Paramore fans and shared on social media.
  • 9. vandallondon.com Net A Porter Shoppable Instagram The Brief Net A Porter enjoy an Instagram following of over 2.3m fashion fans, and engagement on their posts is always high. Despite the unwieldy user journey between seeing a product on Instagram and buying it, their avid consumers were finding their way to doing just that. So the brief to us was – make that journey from social to shop a lot smoother to maximise ROI on Instagram. The Solution The solution was a completely bespoke Instagram shop site, automatically populated with their Instagram posts and showcasing all products shown in them. Whilst at Harkable, Will directed this project, reducing a user journey of several clicks and typed searches to just 3 clicks. The site offers Net A Porter’s social media team the functionality to relate any Instagram post to any number of their products quickly and easily, and if required show different ones to different users around the world Highlights Project in deployment - results TBA
  • 10. vandallondon.com Net A Porter Elizabeth Arden x Influencer Collaboration The Brief Elizabeth Arden were to launch a new product with a high-profile campaign across NAP’s owned and paid channels. The brief to Will and his team at Harkable was to identify and creative direct a select group of influencers in beauty, health and style. With them we were to produce the entire campaign’s creative including images, video and animation. The Solution We researched and identified influencers from each of the campaign editorial pillars who were experts at creating social content. Once we had our confirmed list of participants, we worked with them to conceptualise and produce a variety of creative routes for the campaign. The creative assets were then used across the Net-A-Porter, EA and influencers’ channels, all directing traffic to a campaign hub which showcased the influencers and their contribution to the project. Highlights Campaign reach for #Superstart was over 7.75m on Instagram
  • 11. vandallondon.com Samsung Pan-Euro Creative Campaign & App The Brief Samsung wanted to gift premium entertainment content to a pan-European smartphone and tablet audience throughout the festive season, bringing value to their customers and raising awareness of Samsung’s movie, apps and games offerings. This was to be rolled out across 27 European countries, as a ‘turn-key’ campaign. The Solution Will and the team at Harkable created, designed and developed the Winter Wonderland app for Android phones and tablets which delivered a new content gift each day throughout December. The campaign ran across several European countries, localised to cater for varying languages and content availability across the continent. The toolkits we provided included microsites, campaign strategy and all social and ad content for implementation across all markets. Highlights • The campaign helped drive an uplift of Samsung account usage by 40% MoM • Also drove Samsung smartphone sell-through by 20% MoM • Over 30% of app conversions were driven through social media
  • 12. vandallondon.com Penguin Books First Ever Snapchat Book Signing & Ongoing Book Launch Campaigns The Brief Penguin’s aim was to engage a teen audience via growing social app Snapchat as part of a wider campaign to drive awareness of Zoella’s #1 best-selling Girl Online series. Snapchat was to serve as an immediate and real-time channel for the publisher to engage with fans of Zoella and her books. The Solution Starting from zero Will and his team at Harkable devised a strategy for launching the Girl Online presence on Snapchat, growth-hacking and content planning. We created daily Snapchat Stories to engage fans through video, artwork, images and calls-to-engagement. The first campaign culminated in an innovative book signing through the app. Highlights We really enjoyed working with the guys on the launch of the Girl Online Snapchat. They were creative, adaptable and hugely knowledgeable, and they helped us to build this brand new Snapchat account to over 35,000 followers in 12 weeks – fantastic! Natasha Collie, Senior Marketing Officer – Penguin Books
  • 13. vandallondon.com Simon & Schuster Digital & Social Media Strategy The Brief As part of a wider brand refresh for this world-renowned publisher we were briefed to create a cohesive strategy for how the business uses digital and social channels more effectively, and report this back to the organisation. The Solution Will and his team at Harkable conducted a thorough audit to assess how the business was using digital. This informed a comprehensive recommendation on how to invest their time, money, assets and access into the relevant platforms and processes. We collaborated with the digital and PR teams through a series of workshops, to discuss our findings and learn where the challenges were, all to inform our final strategy. Highlights The team brought a wealth of strategic experience to the brief, helping us develop an imaginative, thoughtful and analytical approach to our social media.
 They worked inclusively with our teams and the positive impact has been immediate. Toby Jones, Group Marketing & Publicity Director – Simon & Schuster UK
  • 14. Drop us a line. 020 7427 6094 hello@vandallondon.com vandallondon.com