rocking the daisies

20 November 2008 Presentation to PR Success Strategies Conference 1

ROCKING THE DAISIES CASE STUDY

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Catherine Lückhoff

25 February 2009 Presentation to HeavyChef

The RTD campaign

4

The facebook group

4012 members424 wall postsVarious discussion topics

The facebook profile 334 friends

The facebook event

3552 confirmed guests2668 maybe attending (total event attendance = 10,300)

The facebook event

• To initiate WOM/viral campaigns• To communicate with key target markets• To offer sponsor and media partners branding opportunities• To communicate with members directly• To upload rich media content (videos, pictures, mp3’s)• To drive competitions• To initiate conversations• To include your audience in a meaningful way

FB is a great platform through which:

Twitter

Muti

YouTube

Blogging competition

Blog power

Competition results:• 33 dedicated posts• 1381 page views• 771 visits• 95 tags linking back to RTD and Digicape websites• Exponential readership from each individual blog

RTD Red Bull RADAR Project

Power of community

Competition results:• 28 000 votes• 15 000 unique voters• 35 bands signed up• Top 5 music judges in the country• First campaign of its kind in SA• 1 winner

Converging online, offline and mobile

• Online articles = 86 (Excl Channel24.co.za)• Relevant online mentions tracked by Brandseye = 476 (1 Aug - 13 Nov)• Blog posts = 54+• Magazine articles = 80• Newspaper articles = 68• Radio interviews = 36 (Excl. Radio5)• TV interviews = 7 (Excl. MK coverage)• Mobile site hits over 1.5 wks:

• 517 Unique Browsers

• 4,059 Page Impressions

• (7.8 pages per user)

Results from RTD media campaign:

Dealing with media

Push vs. pull, pull vs. push - year on year growth

How long is a piece of string?

Challenges and lessons

RTD 2009

Remember, remember…

• Choose your tools wisely• T-E-A-M• Think like everyone else• Never pull favours• Budget for the unknown• Ubuntu

• Collaboration, celebration• Doh, re, me spells strategy• Content is KING• Give as good as you get• Track and evaluate• Be wise, condomise

Play Hard - Tread Lightly

20 November 2008 Presentation to PR Success Strategies Conference 23

THANK YOU

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