【正文】 一切好書如同和過去最杰出的人談話。 2023年 3月 27日星期一 7時 21分 28秒 19:21:2827 March 2023 ? 1一個人即使已登上頂峰，也仍要自強不息。 :21:2819:21Mar2327Mar23 ? 1越是無能的人，越喜歡挑剔別人的錯兒。 :21:2819:21:28March 27, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 。ues Clicks CTR benchmark 0,4% 0,16% 0,29% 2,18% 0,29% 0,5% Best CTR DAD for Proximus 0,6% 0,4% 3,3% 13,8% 1,7% 1,2% CTR real 0,4% 0,6% 5,1% 5,5% 0,8% 0,6% MSN Total 1,3% Sky Sky HP IMU Leaderboard Skyscraper Skyscraper expandable 603 342 0,4% 0,16% 0,23% 0,29% 0,6% 0,4% 0,4% 1,7% 0,6% 0,5% 0,2% 0,2% = Sky ROS Skyscraper 380 Exceptional high resultsSkyscraper FREEEmakina creatives!! Sky Total Grand Total 0,23% 0,23% 0,4% 0,4% 0,2% 0,2% 0,3% 0,9% 4. Emakina’s conclusions Via ourfigures tool Prelaunch Teasing campaign Viral marketing ! Channel Visibility ! of visits to partner web sites !CTR (Click Through Rate) * ! of videos downloaded: +/ 275’000 ! of videos forwarded via site +/ 2500 people did send video to friends via site (number of recipients: unknown) ! of inscriptions +/ 2023 people wanted to be informed of reveal/followup These trackingcould be answered via our tracking tool *Webvertising only with text link on Sky, MSN, Messenger, Hotmail Launch Inter website visits Contracts/sales ! Sales !Sales per grossgain !Sales per swap !Sales per Portin ! Channel visibility !External ! of people seeing banners ! people clicking on banner ! of visits (CTR**) !Internal ! of pages visited 194,680 visits ! of visits converted into contracts !% of French/Dutch/English visitors 57% NL vs. 43% FR **the CTR will only indicate the number of visits through the banners and not the direct click to the site PostLaunch Calling behavior Customer profile !Consumer Behavior !Age !% of voice !% of SMS !Frequency of Reload !Amount of Reload !% of Free Minutes used Via our tracking tool 4. Emakina’s conclusions: timeframe – Normal viral campaigns take 12 months require carefully planned multiplatform presence – The timeline was very challenging (2 weeks): – Effective time window for viral campaign was decreased – Action plan was adapted from “slow build” “massive tamtam” – Was very challenging but we met traffic expectations and even surpassed our own hopes / wild dreams – – – – – – – – – – – – 4. Emakina’s conclusions: parison with the Sprite campaign Ultrahigh traffic in ultrashort time window (almost 200k / 2 weeks) High pickup rate of highquality creatives on other websites More visuals, videos Lower interaction model Less web links (250) but this is because campaign was shorter Sprite Goblin High traffic in short period (150k / month) Low pickup rate of creatives but more wordofmouse More content, story telling More interactive (custom images posted on site) Lots of online links (1000) 4. Emakina’s conclusions – Traffic: this must be a record on the Belgian web (but we were a bit lucky since time was unrealistically short) – Planning: timewindow to be enlarged across different media (3 to 4 weeks is ideal) – Brand awareness: to be improved: more text/captions to position funnies Appendix: Pasdechichi on buzz/viral marketing sites Case Study Jean Paul Gaultier NoImag eNoImag eNoImag eNoImag e– – – Campaign Results – 2023Q4 European campaign +160’000 visitors +2