【正文】 review of the teasing phase on (e)marketing sites/blogs – 2. Teasing phase: viral effort Even after the launch… – 2. Teasing phase: viral effort Even after the launch… – – 2. Teasing phase Creative concept Campaign map – – – Creatives Viral effort Results – – – – – – 2. Teasing phase: results – Quick facts: Total traffic: Before product launch: Highest day peak: Language ratio: Number of video views: Peak on number of links: 216,574 unique visitors 102,212 unique visitors 22,025 (Sunday, July 31) NL 57% FR 43% +/ 275,000 (all videos) +/ 250 2. Teasing phase: results – Comparison webvertising vs. viral: (*: see next slide) – Overall figures: ? Paid bannering: ? Viral traffic: – Before product launch: ? Paid bannering: ? Viral traffic: – Within identified top5 referrers: ? MSNBannering: ? Skybannering: ? Main posts stimuli: 73,144 visits (33%)* 143,430 visits (66%) 73,144 visits (60%)* 47,843 visits (40%) 25% of referred traffic 10% 65% of referred traffic 2. Teasing phase: results – Note on accuracy: – Reported unique visitors/visits numbers are guaranteed minimums ? In reality, one can add 1020% to pensate for proxy caching effects (. large corporations frequently surf from a single IP address and all employees count as 1 visitor) – Missing referrer data ? We can not independently confirm (via our referencing counter) the numbers as reported by MSN/Sky but we accept them ? Normally we can confirm these numbers with an error range of about 10% but here it seems to be more like 75% can be result of counting scheme at media reps 2. Teasing phase: results – Cost efficiency report: – Classical bannering will always be necessary to support a campaign but it does not make or break a campaign – Here, the quality of the viral campaign had a far more important effect than bannering – Some figures for costs per click ? Bannering: 20K ! / 73K clicks ! / click ? Viral promotion: ! / 143K clicks ! / click ? Efficiency of viral vs. bannering: x5!! 3. Reveal phase, by Emakina – – 3. Reveal phase Creative concept Campaign map – – Creatives Results – – – 3. Reveal phase: creative concept – Message focusing on: Quality/reliability – – Simplicity Fair price In the “ugly bad” tone of voice of the brand All this is a 100% consistent design – – 3. Reveal phase Creative concept Campaign map – – Creatives Results 3. Reveal phase: campaign map : no content anymore, bees a redirect to Optins from teasing phase have been warned by : page for press Bannering on Sky MSN Page where to see/download the movies – – 3. Reveal phase Creative concept Campaign map – – Creatives Results – 3. Reveal phase: creatives The redirect page on : This was sent to optins from the teasing phase The press had access to this page (LGF) On the homepage of UglyDuck, a link was placed to see the movies This time, the movies were signed with “” – – 3. Reveal phase Creative concept Campaign map – – Creatives Results 2. Teasing phase: results – Further role of viral in traffic generation (via teasing site): – Total traffic: – Before product launch: 216,574 unique visitors 102,212 unique visitors 3. Reveal phase: results – Emailing to optins from teasing phase: thanks to 3. Reveal phase: results – Webvertising (figures from DAD): r233。 :21:2819:21:28March 27, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 :21:2819:21Mar2327Mar23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 , March 27, 2023 ? 閱讀