2019 EDMAs winners profile – Social, Search Marketing

by Brett Harper

Samsung wanted to drive recognition of and call for for its Galaxy Watch, Galaxy Note9, and Galaxy Tab S4 amongst woman millennials, a demographic determined to be frequently omitted for digital devices.
Ketchum and Samsung labelled lady millennials as being ‘Change Makers’, because of their habit of searching out trending testimonies and depended on creators for thought and statistics inside the little time they have, whilst deciding on vloggers over celebrities.

To latch directly to this idea, six influencers with huge numbers of millennial followers have been selected and invited to #MakeChange with Samsung. Each influencer was given a special undertaking dependent on the usage of the Samsung merchandise in methods that might results easily mixture in with their fashion and content, at the same time as driving conversation around the gadgets on social media.

Influencers involved in the marketing campaign included Cat Meffan, Sammi Maria, Lewys Ball, Niomi Smart, Mo The Comedian, and Mother Pukka.
The #MakeChange campaign increased visits to the Samsung UK website by 479 in keeping with cent throughout the marketing campaign period. It also led to 35m earned impressions and over 113m paid impressions, ensuing in a median CPV of £0.02. There was a 4 in step with cent better engagement price than the enterprise benchmark, 70 natural social media posts, and five times the average clicks to the website as opposed to product-handiest content material.
The campaign changed into selected for the award way to its “right target market insight and aligned execution. Nice use of influencers and use of content material throughout a couple of social channels.”

Most Effective Search Marketing Campaign
Superdrug Online Doctor and NMPi – The Only Way Is Up
Unfortunately, we aren’t allowed to put up the substantial majority of this campaign’s historical past, however, it becomes a multichannel seek marketing campaign for an over the counter Viagra product. The judges said it turned into “Super smart and aggressive in opposition to the competition”, liking that they adapted their strategy to meet the insights they noticed and finished magnificent effects.
Most Effective Integrated Campaign

Sphero and Nuuk Digital – Sphero RVR Integrated Campaign
For this marketing campaign, I can supply a touch more detail, yet nevertheless now not the overall picture. Firstly, the Sphero RVR is a programmable robot. So, that’s that.
The marketing campaign occurred in 3 levels built around Sphero’s Kickstarter marketing campaign for the RVR. The first degree – which occurred among day one and three of the campaign – seemed to drive consciousness of the product across Google Search and Display and YouTube ads, at the same time as riding traction and buzz with a view to fashion on Kickstarter. This additionally involved going for walks creative and targeting exams throughout all varieties of channels to discoverability regions of scaling. Furthermore, the first degree saw the generation of a list of 35 exceedingly relevant audiences to target with a variation of creatives to check whether a way of life or product imaging will be better and checking out 5 special headlines on Facebook and Instagram.

The second stage, between day 4 and 25, focused on training about important USPs and campaign milestones via retargeting go-channels even as still constructing pinnacle funnel and terminating new acquisition channels that did not carry out well based totally on major KPIs and scaling the channels that perform nicely.
The 1/3 and very last stage, between day 25 and 30, looked at creating an experience of urgency and changing a massive consistent with cent of the generated person funnel at the same time as pushing final-chance messaging, with a selected cognizance on 48 hours and 24 hours left pushes.

The handiest end result that can be disclosed is that the marketing campaign drove an increase in brand searches online and press/influencer mentions. Nonetheless, the judges felt the marketing campaign turned into “well prepared, with a whole lot of emphasis at the element which had delivered notable effects above the KPIs”.

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