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$1+ 650+ 6billion in billings employees across offices
Boston – HQ
San FranciscoPittsburgh North Carolina DetroitNew York
Brand Planning
PR/Social
Design
Creative Content Development
mediahub Social Influence & PR Performance Analytics
Technology and Digital Production User Experience Design
Direct Marketing/CRM
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A Hyperbundled Agency
HIGHER-VALUE IDEAS COME FROM
DIVERSE COLLABORATION
Strategy
Creative
Media
DigitalAnalytics
Marketing to Women
CRM
POP Experiential
Mobile
PR/Social
Design
our clients
OUR MISSION:TO BE THE MOST INNOVATIVE AND CREATIVE AGENCY IN THE WORLD
An early adopter of social media, the agency successfully implemented a bundled integrated model that helped it land such ‘on-trend’ clients as Zappos, JetBlue, and Google in recent years.
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““For an internal transformation that helped it win new business from progressive social-media-savvy
clients such as JetBlue and Zappos”
WHAT MULLEN DOES BEST:LAUNCH CHALLENGER PRODUCTS
What Our Consumers Really Want
Proof that our products deliver amazing results from reading media reviews
Direct experience with our products through events
Interaction via social media with a brand that acts human and transparent to build trust
How We Surround the Consumer
read product reviews or endorsements online
became a friend/follower
of a brand
tried a sample/experienced the product
talked with friends/family
about the productSocial
ActivationsSAMPLING
EVENTS
31%
19%
49%
18%
MEDIA RELATIONS
ABOUT CHALLENGERS A FEW THINGS WE’VE NOTICED
40 NEW CLIENTS SINCE 2009
CHALLENGERS KNOW THEY’LL BE JUDGEDBY THE COMPANY THEY KEEP
+18,000 online ticket sales within two weeks of launch
+18% YOY revenue
+$1.3B, Q2’12 highest revenue quarter in JetBlue history
+11 .6% gross adds, first positive growth at retail in two years
+177% in social mentions
+26% online conversion
+1.5M tablets sold in weeks directly following launch
+6.2M YouTube views in two months
CHALLENGERS HATE LOSINGMORE THAN THEY LOVE WINNING
+71% in Q2 revenue
+29% in iRobot brand awareness compared to pre-campaign levels
800K YouTube views in less than two months.
OF SCHOOLYARD UNDERDOGS
unflinching champion
CHALLENGERS HIJACKCULTURAL CONVERSATIONS
CHALLENGERS NEVER FORGETWHY THEIR BRAND EXISTS
CHALLENGERS ARE MOTHERS OFREINVENTION
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CHALLENGERS KNOW TARGETS AREN’T TARGETSTHEY ARE YOUR MEDIA CHANNEL
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CHALLENGERS KNOW IF THEY’RE NOT THE MARKET LEADERTHEY HAVE TO BE THE THOUGHT LEADER
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CHALLENGERS KNOW IF THEIR PRODUCT IS TRULY DIFFERENT
TELL THE WORLD ABOUT IT!
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CHALLENGERS BELIEVE THE WORLD IS A BETTER PLACEBECAUSE THEIR BRAND IS IN IT
CHALLENGERS BELIEVELIKABILITY>PERSUASION
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CHALLENGERS KNOW YOU CAN’T JUST SHOW AND TELLYOU MUST DO
WE DON’T do SOCIALWE DO A LOT OF THINGS, BUT
We Help Brands Be Social, Not Just Do Social
We’re not just making clients famous, we’re helping to solve their business problems
Social isn’t a department at Mullen — it’s the force that binds us all
Social is a Rorschach test, and what value you see depends on your perspective…and we have a lot of perspectives, because we attack client problems from all directions
The tools of social are just the means, not the end, and we know how to use them — but you wouldn’t hire a plumber to build your house
Now and for the future, we want to help build social brands, not just by running campaigns or chasing shiny objects, but by finding a unified voice across all communication platforms
SOCIAL MEDIASOCIAL MEDIA SOCIAL BEHAVIORSOCIAL BEHAVIOR
Twitter updates Programs that inspire
Social graphs Interest graphs
Messages that touch Becoming embedded in users’ lives
Scheduled updates Real-time interaction
Earned media Scaling through integration with paid
Campaigns Projects/platforms
Communicating the brand Becoming a media brand
Facebook posts Genuine utility
NAVIGATING THE FUTURE:BEYOND TOOLS TO ENCOMPASSING BEHAVIORS
DRUMBEATS, NOT JUST GUITAR SOLOS
What Is a Drumbeat?
A multidisciplinary team that creates planned and spontaneous short-form content for publication on social properties
Telling continuous stories to keep the community engaged
What Is ITS RHYTHM?
By creating surprising and shareable moments
HOW DOES IT MOVE PEOPLE?
How does it keep time?
By optimizing content based on performance
Our drumbeats beat competitors
Facebook: “People Talking About This”
always think like a challenger