Colgate 2013Digital Strategy

The Challenge:Building presence,

visibility and developing digital

platforms

The Objective:Increasing top of mind

awareness and build social fanbase

Planning Considerations:

Key Markets: Digital activity will focus on the key market of UAE & KSA, with a small percentage of spends skewing towards Kuwait

Targeting:

CSPR: Arabs (both Local & Expat) and Asians35+ years oldMen / Women

Optic White: Young Arab females aged 18-40

Language Considerations:

CSPR: Arabic & English communication to be used (TBC – Depending on the website)

Optic White: Focus will be placed on Arabic language communication

LearningsPlanning is heavily based on previous

campaign perfomance data, and overall learning’s extracted from previous

campaigns done for Optic White

Learnings from Colgate digital campaigns in 2012…

• Video: Video banners performed very well in 2012, consequently, heavier investment will be implemented into 2013 strategies going forward

• Ad Units: Larger Ad units (Skyscraper, Half Page) generated higher levels of on-site engagement previously, thus we recommend to build on the same by inplementing display sponsorships.

Publisher Booked Imp Served ImpDelivery

Rate Clicks CTR Unique Imp

Unique Clicks

Unique CTR

AnaZahra 200,000 217,294 108.65% 386 0.18% 25,746 353 1.37%

Yahoo 425,000 426,086 100.26% 748 0.18% 137,990 621 0.45%

Shahid 326,250 242,184 74.23% 6,608 2.73% 22,200 3,845 17.32%

IKOO 1,560,000 1,560,492 100.03% 1,662 0.11% 386,930 1,460 0.38%

MSN 735,000 693,291 94.33% 1,553 0.22% 168,921 1,288 0.76%

Grand Total

3,246,250 3,139,347 96.71% 10,957 0.35% 741,787 7,567 1.02%

Overall Digital Media Learning’s

+ Rich Media

•A recent study by MediaMind showed that engagement improved with the inclusion of rich media elements in online ads

•Many local advertisers offer highly cluttered ad space making rich media essential for standout

•All campaigns should predominantly be rich media, with always on display providing reach through standard ad formats

+ Video

•Performance of video campaigns and high uptake of video in key markets has identified video as a strong engagement driver.

•Video should be built into creative to allow full tracking of user engagement

•Video content can be seeded to generate brand awareness and virility

+Social

• 30% of the audience 'like' a brand on Facebook because they are regular customers, want to know about new offerings, require insider knowledge or are searching for recent company and brand posts.

•Use paid social media to support branding-related efforts on social media & give an incremental boost to the fan base

Taking the above cumulative Digital Media learning’s into consideration, Rich Media, Video content & Social has been focussed on for the CSPR digital campaign

Sensodyne2012-2013 Campaigns

• Sensodyne used a mix of health & lifestyle sites in UAE & KSA for their campaigns. The product was promoted heavily from Feb – Aug.

Leaderboard 720x90

MPU 300x250

Website SOE

ikoo Sports 0.71%

ads by google 3.92%

gulfnews.com 0.71%

d1g.com 17.70%

facebook.com 2.14%

maktoob.com 4.28%

anaZahra.com 65.20%

windows live messenger 1.43%

3a2ilati.com 3.92%

Grand Total USD 210,500

Crest2012-2013 Campaigns

Home Page Takeovers

• Crest did Home page take overs & banners for the months of April, May & June on high reach portals like MSN & Yahoo.

• They also did display advertising on lifestyle portals.Website SOEyahoo.com 4.92%msnarabia.com 23.77%maktoob.com 59.02%yahoo! messenger 2.46%3a2ilati.com 7.38%facebook.com 2.46%

Grand Total 122,000 USD

ImplementationCommunication objectives will be achieved

through key Digital touchpoints to maximize campaign efficiency

Campaign objectives will be achieved through:C

SP

R • Display – Mass reach & Scale

• Video – Mass awareness for the video assets

• Paid Social Media- to build community on Facebook

• Search and YouTube activity will utilised to focus on driving video asset views & maximizing awareness and response.

Opt

ic W

hit

e • High Impact Display Sponsorships – For 100% SOV for Optic White & reinforce brand recall

• Video –To drive engagement and brand connect

• Paid Social Media - to build community on Facebook

• YouTube activity will utilised to focus on driving video asset views & maximizing awareness.

Selected platforms also have high levels of reach amongst our target audience* in our key markets

* Source: Effective Measure 2013

Portal Unique Users Page Views Average Visit

Duration

Average Page Views per visit

Tribal Fusion 11,531,811 41,398,264 NA NA

Shahid.net 633,368 6,561,561 05:52 3.28

Yahoo 11,064,014 106,931,224 NA NA

Portal Unique Users Page Views Average Visit

Duration

Average Page Views per visit

iKoo Network 3,654,478 89,676,121 NA NA

Sayidaty.net 642,256 5,593,534 03:44 4.10

Nawa3em.com 795,330 11,010,193 02:56 7.05

anaZahra.com 603,084 8,062,458 04:16 7.92

CSPR

Optic White

Media SelectionRationale

For Optic White we recommend high impact display sponsorships to create & strengthen purchase intent and loyalty amongst audience

LifestyleSponsorship

Portals

NetworksSocial &

Video

13

• Video MPU’s & Half Page banners

• Targeting females -luxury lifestyle, fashion, cosmetics

• Facebook to build social fanbase

• Video Pre Roll• Targeting mixed

content- fashion, luxury, cosmetics

• Display sponsorships on life style, beauty & health section to create high impact standout

• Video & Standard Ads• Networks build cost

efficient, targeted reach

For CSPR we recommend a mix of regional mass reach portals to ensure maximum awareness is generated

Search Portals

NetworksVideo &

Social

14

• Text Ads & Display

• Targeting related sensitive teeth & oral hygiene keywords

• Targeted Ads to build social audience on owned platforms

• Video Pre Rolls targeting mixed content related to oral hygiene

• Mail Login’s to create high impact standout with 350,000 impressions/day in KSA and 500,000 impressions/day in UAE

• Video MPU’s & Video Prerolls to generate mass awareness

• Video & Standard Ads• Networks build cost

efficient, targeted reach

Media Mind 2012 study showed, audiences exposed to rich media ads are three times more likely to visit a company’s website than if they had been exposed to a standard banner ad.

When video is incorporated in these ads, website traffic can increase six times, creating a positive effect on paid search and organic search performance

Current video campaign by Crest on Yahoo Maktoob

We recommend the below select group of key social ad units to drive awareness aswell as performace

YouTube

Pre roll Ad

InSearch Ad

InSlate Ad

Facebook

Video Pagepost ad

Text Page Post ad

Page Like ad

Budget allocation

Budget Summary

Media Selection Estimated Budget

Yahoo $30,000

Shahid $15,000

Tribal Fusion $15,000

Facebook $15,000

YouTube $15,000

Google $10,000

Total 100,000

Media Selection Estimated Budget

Sayidaty $15,000

Nawa3em $15,000

Anazahara $10,000

Ikoo $20,000

Facebook $20,000

Youtube $20,000

Total 100,000

CSPR Optic White

* Exclusive of agency & management fees

Measurement

Standard Banner

Standard Metrics

Impressions

Clicks

CTR

Advanced Metrics

Unique Reach

Unique Clicks

Unique CTR

Rich Media

Standard MetricsImpressions

Clicks

CTR

Rich Media Metrics

Ad Expansions

Expansion Rate

Ad Interactions

Interaction Rate

Pre Roll

Standard Metrics

Impressions

Clicks

CTR

Video Metrics

Video Plays

Video Watch Rate

Video Complete Plays

MEC will measure campaign performance across key ad units

And also across Paid, Owned and Earned channels…

• Moving away from purely measuring CTR and number of clicks to measure engagement, awareness, alongside audience uptake:

Owned Earned

On Site Traffic

On Site Conversions

Streaming & Downloads

Organic Imps

Content Sharing

Videos views

Frequency capping to achieve the reach.

• The nature of digital media allows us to cap the amount of impressions displayed to a single user in a certain period of time.

• The below graph shows the average number of ad exposures before a user clicked/engaged with the ad format.

• By capping each format to the optimal frequency (3+ across the campaign), we can maximize the reach of the media plan without sacrificing response rates and minimizing the wasted impressions.

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Day part targeting will maximize our exposure at key times of the day.

49% of respondents spend most of their time on the internet after 6:00pm on workdays

Source: The Arab Social Report Series, Governance and Innovation program, Dubai School of Government: www.arabsocialmediareport.com

Thank You