fully integrated: how digital agencies are becoming agencies

©�2013�Rokkan.�All�rights�reserved.Rokkan��|��New�York��.��Chicago��.��Los�Angeles 1

Fully Integrated: How Digital Agencies are Becoming Agencies

hello.

John Noe, CEO + Managing PartnerBrian Carley, SVP Executive Creative Director

AND WE’RECAUGHT INTHE MIDDLE

There’s a shift happening

Our audience is changing.

(Enter the Millennial)

Consistent themes emerge.

,QÁXHQFHG�E\�SHHUV�Highly social.

Gamers.

Highly educated.Choice matters.Cause focused.

The tools are changing.

2005 2006 2007 2010

How people consume content is changing.

Second screen,Social TV,

Convergence,Native content,0RELOLW\�

SIMULTANEOUSDEVICES

SMARTERDEVICES

77%�of�the�time�we’re��using�the�TV�we’re�also�using�

another�device

38%�of�our�daily�media�

interactions�occur�on�a�smartphone.�60%�of�which�happens�at�

And in an On-Demand culture,KRZ�FRQWHQW�LV�EHLQJ�FUHDWHG�LV�FKDQJLQJ�

Netflix�Chief�Content�Officer�Ted�Sarandos�said�that�

House�of�Cards�was�their�most-watched�program

Traditional MediaA suitably large audience can be addressed through placement in time and space.

Digital + Social MediaA suitably large audience can be addressed through engagement with cultures and communities.

them thema friend the internet

Fundamentally changing how we reach audiences.

Our audience is connected. As is their journey.

“Traditional” E-Mail/Direct Retail Loyalty Social

Joe�Megibow�SVP/GM�of�Omni-Channel�eCommerce�joins�American�Eagle�from�like�Expedia.�They�open�

their�SF�HQ�focused�around�omnichannel�business�

strategy�aimed�at�drawing�talent�from�Silicon�Valley.

122%�growth�in�mobile�commerce�since�

last�year

Service

Support

Awareness

Community

Acquisition

Loyalty

Today’sDigitallyIntegratedCustomer

YESTERDAYTODAY +

TOMORROW

Rokkan,

2000In

We started Rokkan.

When computers looked like this.

22Charles Bae

24John Noe

When we were

22Chung Ng

And over the years, we made stuff.

Working with people like

at a lot of different agencies.

TODAYAnd

We’re an agency.

3NEW YORKCHICAGO

LOS ANGELES

2IÀFHV

DIRECT TOCLIENT

$OO�EXW��SURMHFW�DUH�FXUUHQWO\

PROJECTMANAGEMENT

PROJECT MANAGEMENT

STRATEGY + PLANNING

ACCOUNT MANAGEMENTYesterday.

Today + Tomorrow.

By discipline. By practice.

THREETHINGS THATSHAPED US

BRANDEDCONTENT

TEST +LEARN

ALWAYSON

�� #2 #3

MOVINGFURTHER UP

STREAM

Shifting role:

Clients asking us to create websites and campaign work, already conceived.

Where we work to develop an approach based research, strategy, planning and a lot of ideation.

Shift from... A strategic partnership...A To

CHANNELAGNOSTICAPPROACH

Taking a

Business need Consumer needAnd a customer centric approach.

DISCOVERY

A strategic starting point.IMMERSION INVENTION PLANNING

Business need

Consumer need

For Dish: We held stakeholder interviews with everyone from the CEO to customer service and tech support teams sitting on calls at

multiple call centers.

For Chipotle: We worked at locations in various markets getting to know

the staff, their duties, their issues, and their culture.

For JetBlue: We held focus groups and panels as we developed concepts

and ideas, testing them against against real customers.

Vision OperationsTechnology + Logistics

Brand + Marketing6DOHV��'LVWULEXWLRQ

Customer Service + Support

Targets Segmentation

Creative StrategyMessaging + Positioning

Channel StrategyConcept Development Prototyping

3rd Party Research + AnalyticsSurveys + Panels

Interviews + Focus Groups

Consumer Insights

Personas

Triggers + MotivatorsKey Use Cases

6SHFLÀFDWLRQV��5HTXLUHPHQWV Launch Strategy + Planning

WE HAD TOSHIFT OURMINDSET

But more importantly,

We’re in the business of making really great digital things.

We’re in the business of really great ideas that translate seamlessly into a highly connected digital world.

GIVING CLIENTSTHINGS THEY DIDN’T

ASK FOR

Simply put,

HOW IT’SALL COMINGTOGETHER

And this is

The company needed to refresh their website and build a mobile app to allow for a more convenient way to book flights.

We created an award winning website, completely re-imagined their loyalty program and designed one of the most highly functional airline mobile all while trying to bring “humanity” back to the digital airline experience.

JetBlue

The ask:

The solution:

The�relaunch�of�JetBlue.com�dropped�online�customer�complaints�by�97%�and�increased�TruBlue�conversions,�TrueBlue�bookings,�travel�searches�and�travel�bookings�significantly.�The�app�continues�to�grow�in�popularity�and�accounts�for�a�healthy�percentage�of�their�online�conversion.

JetBlue Digital Refresh

The�new�Getaways�experience�saw�a�33%�increase�in�Getaways�revenue,�significantly�out-pacing�all�initial�KPIs�and�success�metrics.�

Getaways Relaunch

To launch a new multi-platform AAA title in a highly saturated market with a goal of 1 million units sold.

We created an award winning campaign that touched every single outlet that the highly social, savvy and active ‘gamer’ spends time in, and beat their goal.

Dishonored

The ask: The ask:

DIGITAL.

dishonored.com

INCLUDING AN IPHONE GAME THAT LETS PLAYERS SLICE RATS

INTO PIECESrat assassin

WE MADE A LOT OFVIDEO CONTENT.E3 launch trailer

game play trailer

developer documentaries

game play videos

AND SOME OF THEMWERE PRETTY

AWESOME.WDOHV�IURP�GXQZDOO��JROG�FOLRV

As�digital�AOR�for�Fancy�Feast�Rokkan�partners�with�the�brand�on�everything�from�crafting�their�voice�and�storytelling�in�the�social�space�to�overarching�portfolio�strategy�and�optimizing�their�digital�footprint.

Getting Fancy

With�Fancy�Feast’s�new�product�hitting�shelves,�Rokkan�

created�an�awareness�campaign�highlighting�the�love�

both�humans�and�cats�share�for�cheese.

We�partnered�with�Liz�Thorpe�the�resident�cheese�

monger�at�Murray’s�Cheese�in�NYC�to�launch�the�Fancy�

Feast�Cheese�Affair.�The�campaign�served�as�the�launch�

of�the�brand’s�Pinterest�page�and�featured�a�“Pin�to�Win”�

sweepstakes�which�had�more�than�28k�registrations�over�

four�weeks.

Additionally,�we�built�CheeseAffair.com�on�Tumblr�-�

making�Fancy�Feast�the�first�Purina�brand�to�leverage�

the�platform�-�and�allowing�for�increased�discovery�and�

share-ability�of�the�rich�content�we�were�producing.

A Cheese Affair

April�Fools’�Day�is�played�out�by�almost�every�major�brand�

in�social�media,�and�this�past�year�cats�seemed�to�be�

one�of�the�leading�topics�of�conversation.�Fancy�Feast�

joined�the�conversation�with�the�announcement�of�the�

latest�reality�television�show�“The�Real�Housecats�of�St.�

Louis”�on�Facebook�and�Twitter.

The�prank�was�featured�by�several�publications�including�

The�Hollywood�Reporter,�MSN�Entertainment�and�

Huffington�Post�Comedy.

The�Facebook�post�was�seen�by�1,000,000�people�and�

the�#RealHousecats�generated�30,222�total�impressions,�

with�many�fans�begging�that�this�announcement�not�be�

an�April�Fools�joke.

April Fools

Creating�content�that’s�ownable�and�un-mistakingly�your�brand�is�

imperative.�We�were�able�to�to�do�just�that�with�our�“Fancy�This�With�

That”�From�afar�cats�and�fashion�seem�like�a�daring�pair,�but�from�what�

we’ve�seen�they�were�made�for�each�other,�and�the�fashionista’s�notice�--�

approaching�the�brand�about�a�partnership�for�New�York�Fashion�Week�all�

about�cat�couture.

Designer�Malan�Breton�created�three�outfits�inspired�by�the�Fancy�Feast�

white�cat�that�were�featured�as�a�part�of�his�runway�show.�With�our�

Fancy�booth�promoting�all�things�cat�fashion�and�Fancy�Feast’s�presence�

throughout�the�shows�at�the�Metropolitan�Pavilion�and�the�exclusive�

evening�after�parties,�who�knows�what�cat-inspired�pieces�we’ll�see�on�

the�catwalk�next�year!

Fancy Fashion

HIRINGTHE RIGHT

PEOPLE

Operational shift:

Starting from a clean and blank slate. What we’d make would be up to us.

Creating non-digital content and experiences, but also “being” the brand 24-7.

Not just analytics reporting post-campaign, but shifting our approach in real-time while live.

Strategy + Planning

Non-DigitalExecution

Measurement +Optimization

We quickly needed to expand our core competencies.

OURFINAL

TAKEAWAYS

ISN’T EVERYTHINGDIGITAL THESE

DAYS?So, let’s keep

making NEW things together.

To fellow digital agencies:

DON’T LOOK FOR AGENCIES WHO HAVE

ALREADY DONE IT BEFORE.The world is changing

too quickly. Seek a fresh perspective.

7R�EUDQGV�DQG�PDUNHWHUV�

Thank you.

fully integrated: how digital agencies are becoming agencies

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