WATSONS SPIN THE WHEEL

10th Mar – 8th Apr 2011

WATSONS

BRIEF• To position Watsons as the

dominant offline & online Health & Beauty products retailer in Singapore

• Recommend & execute a long-term social media marketing strategy

• Manage Watsons’ and GLOW’s Facebook presence

• Make social media central to a cost effective marketing strategy

• Recruit 50,000 fans by end 2011

SOLUTION• Insights – quarterly buzz

monitoring & analysis• Efluencers engagement – word

of mouth - events/ workshops• Create & execute 4 main

online activation campaigns in 2011, starting with Spin the Wheel

• Redesign, monitor & moderate both Watsons & GLOW magazine Facebook brand page

• Create & manage a blog & Twitter channel

• Facebook media buy

WATSONS SPIN THE WHEEL

• We conceived and developed an application on Facebook to engage Facebook members with a simple and straightforward viral game called Watsons Spin The Wheel

• Only fans are allowed to spin the wheel - daily prizes and 4 Grand Prizes were put in place to attract more fans

• A Facebook social Ad buy was also implemented during this campaign reaching out to a targeted female audience

• Various social button such as tweet, share & like buttons were installed for the fans to easily share rally their friends on Facebook or Twitter

• 10 beauty efluencers were invited to join in the fun & spread the campaign to their followers on their natural online environments

WATSONS SPIN THE WHEEL

CAMPAIGN STATS

10 No. of spins per second on launch day 1,410 Average no. of spins per hour 34,000 Average no. of spins per day1,000,000 Total no. of spins 3,105 New fans acquired on launch day 20,500 New fans acquired over 3 weeks

campaign period 25,000 Total users who spun the wheel 32,586 Average post views during campaign period 503% Average page post views increase 30,000 Monthly active users during 1st 2 weeks of

April

LG LIFE’S GOOD MOMENTS

15th Oct – 31st Dec 2010

LG MOBILE ASIA

BRIEF• Support the marketing and

PR efforts for the launch of new LG Optimus range of smartphones One (Android) & 7 (Windows 7)

• Engage Facebook & Twitter community

• Encourage User Generated Content and internet Word Of Mouth

SOLUTION• Efluencers Engagement –

Word of Mouth Marketing incl. workshop + Press Conference

• Facebook Fanpage & Twitter Channel creation & moderation

• LG Life’s Good Ambassador Search activation campaign

• Teaser Video to inspire efluencers & best LG Life’s Good Moments final video

• Development of dedicated Facebook App

LG LIFE’S GOOD CAMPAIGN

• We profiled & invited 20 technology & lifestyle efluencers to maintain a 7 week online video/ photo/ text journal of their Life’s Good Moments with LG Mobile. This online diary lived on LG’s Facebook brand page

• The Facebook app we conceived let the Ambassadors directly upload their photos, videos, text and receive votes, comments, share and ‘like’ from the community.

• LG Life’s Good Ambassadors each received a phone, reviewed them and were strongly incentivized to rally their community to vote for them

• We conceived a teaser video presenting the campaign and our Ambassadors that was shown at the press launch.

• A final video was also shot with the best of LG Ambassadors’ Life’s Good Moments

LG LIFE’S GOOD AMBASSADORS VIDEOS

147,000 video views

21 sites seeded

LG ‘LIFE’S GOOD CAMPAIGN’ ON FACEBOOK-TWITTER – BLOGS - YOUTUBE

LG ‘LIFE’S GOOD CAMPAIGN’ ON FACEBOOK - TWITTER - BLOGS - YOUTUBE

LG LIFE’S GOOD USER GENERATED CONTENT

CAMPAIGN STATS (OCT – DEC 2010)

iWOM82 Total no. of sites naturally seeded with

efluencers’ brand & campaign related posts1,537 Authentic video/ photo/ text brand related

posts generated 30,504,328 Total authentic brand & campaign related

posts views as registered on Facebook, Twitter, YouTube, Forums, Blogs

FACEBOOK6,930 Comments, likes & shares45,593 Total no. of votesSALES LG Optimus sales have exceeded expectations

L’OREAL SINGAPORE

L’OREAL SINGAPORE

BRIEF

• Recommend an online marketing strategy & execution to support Vichy’s marketing presence on the social web and to support Normaderms sales

• Campaign period is from Oct to Dec 2010

• Establish Facebook presence for Vichy

• Drive Normaderm sales before 2011 re-launch

SOLUTION

• Profile & recommend 10 efluencers to Vichy to run a ‘Zero Imperfection Challenge’ via a Facebook Diary app

• Create a Vichy brand page on Facebook Singapore

• Organise and coordinate a physical workshop to facilitate sampling and trial with 10 efluencers

• Facebook media buy

NORMADERM ZERO IMPERFECTION CHALLENGE

How did we run this challenge?• Create a Vichy Singapore Facebook Fanpage• Invited 10 efluencers to help a loved one improve her skin

condition over 2 weeks• Conceive & develop a Facebook application that supports both

photos & videos and allows Facebook members to vote, comment and ‘like’ the challengers uploads

• Connect the registered application to Facebook on a dedicated tab that was set as the default landing tab throughout the campaign period

• Cross-links to the application and the Fanpage were implemented together with the viral elements of sharing, liking, commenting and inviting friends to participate and vote for this challenge

• Efluencers word of mouth, attractive prizes as well as a simple call to action Facebook ad also supported the campaign

CAMPAIGN STATS (OCT – DEC 2010)

IWOM40 Total no. of sites seeded with efluencers brand

related posts195 Authentic brand related posts generated52,000+ Total e-fluencers’ Facebook fans, tweeter followers,

YouTube subscribers & unique blog visitors exposed to brand posts

900,000+ Total posts views

FACEBOOK (Campaign Duration: 18th Oct -24th Nov 2010) 2,200 New fans organically acquired 25,500+Total votes garnered

SALES 50% Sales increase in Q4 2010