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HONG KONG
DIGITAL & SOCIAL MEDIASTRATEGY EXCELLENCE.
Kuala Lumpur
Jakarta
Lahore
Sydney
Tokyo
WELCOME TOWELCOME TOGOLIN.GOLIN.
Istanbul
Today we are a different type of agency.
We work differently. We think differently.
Our mission is to create change for our clients.
We believe in bravery over mediocrity.
"Go All In" is our commitment.
It's how we help our clients commit to trailblazing
ideas that create change.
#GOALLIN#GOALLIN
EVEN MOREEVEN MORESUCCESSSUCCESSWITH OURWITH OURNEW MODEL.NEW MODEL.
“ International Agency of the Year2015 #PRWeek
1st Social Media Agency to Kick-off Cannes International Festival of Creativity
Agency of the Year 2013 #The Holmes Report #PRWeek
Best Use of Social Media "Unilever Magnum" #MarketingMagazine
Best Digital Newsroom "Cisco Live! Social Media Hub" #IN2SabreAwards
Best Social Media Campaign #Nintendo
Best Digital Video "Unilever Klondike" #IN2SabreAwards
Best Word of Mouth Marketing "McDonald's" #WOMMYAwards
“ Founded in 1956
CLIENTS.CLIENTS.
CREATIVE COMMUNICATIONS.CREATIVE COMMUNICATIONS.We focus on developing creative communicationsto maximize reach, engagement, response andreturns.
Tested and validated by
deep audience insight.
Innovative ideas that
stand out from the noise.
INSIGHT-DRIVEN. INNOVATIVE.
ENGAGE seamlessly with media and
audiences. TRACK topics of interest
and sensitive issues.
THETHEBRIDGEBRIDGE
IDENTIFY INFLUENCERS across topics, stories
and conversations. Develop profiles to foster
deeper, more productive relationships.
1
2
3
LISTEN, AMPLIFY, ENGAGE. FASTER.MORE. IN REAL-TIME.
DISCOVER TRENDS & MOMENTS or
opportunities to engage. AMPLIFY events and
media interest.
92% of people trustbrand recommendations
from FRIENDS.
Nielson
Audiences have changed.They've shifted their
time, attention and mediaconsumption online.
SOCIALSOCIALMOBILEMOBILE
Our focus is on Our focus is on business results.business results.
AUDIENCE-CENTRIC.AUDIENCE-CENTRIC.As a full-service communications consultancyAs a full-service communications consultancywith with digital, social media and PR digital, social media and PR at our core weat our core wehelp drive companies and brands forward withhelp drive companies and brands forward withcreatively bold, locally-relevant plans and ideas thatcreatively bold, locally-relevant plans and ideas thatcut across channels.cut across channels.
9 HOURS.9 HOURS. TIME SPENTTIME SPENT
ONLINEONLINEDAILYDAILY
TECHNOLOGY HAS CHANGEDTECHNOLOGY HAS CHANGED HOW HOWAUDIENCES FIND INFORMATION ANDAUDIENCES FIND INFORMATION ANDENGAGE WITH BRANDS.ENGAGE WITH BRANDS.
SOCIAL, MOBILE AND REAL-TIMESOCIAL, MOBILE AND REAL-TIME
ANY TIME, ANY WHERE.ANY TIME, ANY WHERE. CONTENT. CONTENT.
Today audiences have access to more content thanever before.
They can access
virtual content on
the go - checking
news, posting
updates, reading
reviews, watching
videos, and more.
RESEARCH CONSIDERATION VISIT RESEARCH AGAIN
COMPLEX JOURNEYSCOMPLEX JOURNEYSFRAGMENTED MEDIAFRAGMENTED MEDIA
Nielson
78% of CMOs believe that CONTENT is the future ofmarketing communications.
VISUAL CONTENT WINS.VISUAL CONTENT WINS.
DIGITAL.DIGITAL.
SOCIAL.SOCIAL. We create visually-rich, purpose-drivensocial media programs and campaigns thatgo from noise to signal with audiences.
From video to web design to interactiveinfographics, games and apps our richdigital content helps to fuel campaignsacross all media channels.
Management, marketing and communications teams who understand the
role of content for their business succeed. They lead the way by tapping into
the power of connected audiences, media and technology.
We offer custom digital and social mediaworkshops and strategy development
TRAINING, WORKSHOPS, STRATEGYTRAINING, WORKSHOPS, STRATEGYPRESENT & FUTURE-READY.PRESENT & FUTURE-READY.
Building Strong Relationships OnlineSocial Sales - Using Online to Build Trust and SellCreative Thinking for CommunicationsSocial Media Program OptimizationB2B & B2C Content Marketing Best PracticeIssues & Crisis Management on Social MediaNew Media Relations in the Digital Age
PROGRAM OPTIMIZATIONPROGRAM OPTIMIZATION& RESPONSE.& RESPONSE.
Producing Publishing Optimizing
We help to train teams to use market leading social media content
management tools and workflows.
Planning
MAXIMIZE REACH, ENGAGEMENTMAXIMIZE REACH, ENGAGEMENT
We improve communications effectiveness and
results by auditing media, mapping customer
journeys, relevant channel ecosystems and
social content strategies. We ensure our efforts
are fully measured with the right metrics.
78% more leads for sales executives and teamswith active, better-connected social media profileswho share relevant, valuable content.
INBOUND LEADS & SALES ENABLEMENTINBOUND LEADS & SALES ENABLEMENTDRIVE LEADS & SALES FASTER.
We develop playbooks for customer interaction
that accelerates leads and selling.
We develop content strategy and guide
the management of sales team profiles. Our
outcomes include more touchpoints for sales
teams, more visibility for brands and products -
leading to stronger relationships and quicker
sales cycles.
SEARCH DISPLAY EMAILVIDEO
OUTBOUND DIGITAL SOLUTIONSOUTBOUND DIGITAL SOLUTIONSTARGET RELEVANT AUDIENCES.TARGET RELEVANT AUDIENCES.
We can implement the latest, most advanced audience targeting
and retargeting solutions from real-time media buying to search
marketing. We deploy sophisticated reporting and rich
audience insights to maximize results.
We surface deeper and richer markettrends and audience actionable insights.
RESEARCH, INSIGHT & ANALYTICSRESEARCH, INSIGHT & ANALYTICS
Audience Profiling (Tribes) Media AnalysisCustomer Journey MappingCampaign Message TestingTrends ReportingProgram Effectiveness
We use agile analytics and digital research tools to
customize and report on trends in real-time.
DISCOVER, MEASURE, REPORT.DISCOVER, MEASURE, REPORT.
We make brands a relevant part of audiences' lives and their
social behaviors. Our approach is comprehensive, channel-agnostic
and integrated across all relevant consumer touchpoints.
CONTENT STRATEGYCONTENT STRATEGY
CONTENT MANAGEMENT & BRAND PUBLISHINGCONTENT MANAGEMENT & BRAND PUBLISHING CONTENT MARKETING CONTENT MARKETING
We develop content for B2B andB2C companies. We create contentcalendars, publishing schedules, usingautomation to bring down costs.
By focusing on the quality of the content we develop - the value
and message behind it, where it is placed, to help audiences find
it the moment they seek it. QUALITYQUALITY
CLASSICCLASSIC
CONTEMPORARYCONTEMPORARY
ENTERTAININGENTERTAINING
PRESTIGIOUSPRESTIGIOUS
INNOVATIVEINNOVATIVE
PROVOCATIVEPROVOCATIVE
PURPOSEFULPURPOSEFUL
WELCOMINGWELCOMING
TRANSPARENTTRANSPARENT
AUDIENCE
DESIRE
BRAND
STORY
WE DRIVE BRAND RELEVANCE.WE DRIVE BRAND RELEVANCE.
INTEREST
RELEVANTRELEVANTCONTENTCONTENT
DRIVESDRIVESSTRONGERSTRONGEROUTCOMES.OUTCOMES.
AWARENESS
LOYALTY
LEADSDEMAND
CONVERSION
CUSTOMER
AUDIENCE
RIGHT MESSAGE. RIGHTTIME. RIGHT PLACE. ADVOCATE
INDEPENDENT THINKING.INDEPENDENT THINKING.OMNI-CHANNELOMNI-CHANNEL
MOBILE. SOCIAL.
Team of experienced digitalstrategists, creative thinkers,visualizers, web developers,writers, editors and multi-media producers, all in-house.
50+InteractiveVideo CampaignsGames
DIGITAL CONTENTDIGITAL CONTENTSTUDIOSTUDIO
INTERACTIVE.INTERACTIVE.
http://actionaid.hkdev.cmgrp.com/showcase/
ENGAGING.ENGAGING.
OUR LATEST WORK.OUR LATEST WORK.
DIGITAL & SOCIAL ASSETS DEVELOPMENT
LUX
Challenge: After nearly 90 years as the world’s number one soap brand andreaching millions of women around the world, Lux tasked us to strengthen theirposition as an iconic beauty brand. Our challenge was to drive awareness of newinnovation in the cleansing category by building brand love with a younger targetaudience using PR and social media.
Creative: It was our responsibility to ensure all markets understood the role of PRand social media and were equipped with exciting creative ideas and content. Toachieve this, we led the brand’s largest ever survey to thousands of womenaround the world to uncover what hot topics resonate with them. We createdglobal PR and social media assets to ensure world-class campaign execution in thebrand’s key growth markets and developed a global three part PR measurementtool for the brand to track success.
Change: All 25 markets use our integrated PR and social media assets. Ourevaluation tool has helped drive a change in mindset in each market, helping themachieve ROI up to three times higher than before. In social media, our engagementlevels outperformed most category competitors and we achieved a growth rate ofover 600% on Facebook over the first 16 months.
TIME TO BE A DEVIL
Challenge: In an ultra-competitive and crowded wine market how can abrand like Casillero del Diablo stand out in the mind of Asian consumers?How to create buzz, engage with wine lovers, make this brand relevant?
Creative: Winemakers are perceived as artists and celebrities. That is trueof the international acclaimed winemaker behind Casillero Del Diablo. ThisChilean wine is often respectfully shortened to “The Diablo” or “The Devil”so we took that idea and used it as the platform upon which to bringMarcelo Papa, the artist behind “The Diablo”, on his first ever tour of Asia.We made him the center of a multi-market, integrated campaign comprisingreal-time social content, live events and social ads. We associated him withthe Diablo icon to create buzz, engaging content and exclusive events allunder the hashtag of #TimeToBeADevil
Change: This ‘devilish’ 10 day campaign created huge buzz reaching1,018,621 people, engaged with 65,810 wine lovers and acquired 6,433new fans. Overall Marcelo Papa’s popularity spread and the campaignreinforced the brand as a wine authority across the region.
CASILLERO DEL DIABLO
Challenge: Many people in Hong Kong are ambivalent to the issues facing Asian Elephants. The parade, supported by Swire Properties Ltd, placed over 100 uniquely designedelephants across three of Swire’s shopping malls to promote elephant conversation. Inaddition to launching the parade, our job was to enable people to engage with it socially tohelp paint a brighter future for the elephants.
Creative: We created a simple call to action for people to ‘Be Part of It’. We created theparade’s Facebook page and used this as the main social platform to drive engagement. Alarge Instagram video wall was installed to encourage people to post and share their photos. Facebook and Instagram competitions drove engagement even further and we usedprominent KOLs to spark conversations around the plight of the Asian Elephant and theivory trade.
Change: Over 1,500 photos were shared on Instagram with the hashtag #elephantparadehk.More than 300 conversations were generated on Facebook and Twitter with prominentonline media and celebrities calling attention to the issues facing Asian Elephants. Thecombined reach of the social conversations was over 1.2 million people. The ElephantParade Facebook page saw a significant growth of 2,300 fans. Most importantly, thecombination of the 520 pieces of media coverage and the social conversations helped raisedover $270,000 USD for the Asia Elephant Foundation at the final charity auction.
ELEPHANT PARADE: PAINT A BRIGHTER FUTURE
SWIRE PROPERTIES
SPOON BOYS: CONSUMER WORD OF MOUTH
Challenge: When Danone launched its new BIO Super Creamy range of products,it had to contend with an already fiercely competitive market. Golin was tasked tocreate an event as memorable as possible to make young urban office ladies wantto try this new thick and creamy “spoonable” yoghurt and to generate word ofmouth.
Creative: We created a sexy idea from insights from target consumers resulting inour campaign idea: ‘Let French Spoon Boys feed you indulgency’. We launchedteasers in print newspaper and videos on a microsite to raise curiosity around acasting session searching for ‘French Spoon Boys’ ahead of consumer trial events.On top of major outdoor events in Shanghai and Guangzhou, we designed officesampling events via online voting to extend the campaign reach.
Change: Over 25,000 consumers reached through physical events, 2,000 originalmicro blog (Weibo) posts generated for the launch, Over 500+ mentions for eachoffice sampling event and 23 million media impressions.
DANONE
DIGITAL AND SOCIAL MEDIA BRAND ECOSYSTEM
GALAXY ENTERTAINMENT
Combining their digital targets with strategic and
tactical partner opportunities in mainland China, we
used our proprietary tools to produce a framework to
serve as a roadmap for the next two years and as a
consistent reference to assess the impact of digital
campaigns. We mapped out a complete digital
ecosystem and produced a consumer journey for each
target audience, key imperatives and platforms and a
channel by channel activation plan for the year ahead.
Our task was to build a digital and social media
marketing ecosystem for the Galaxy Entertainment
Group’s (GEG) integrated resort in Macau which was
focused on building awareness and preference
amongst visitors from Tier 2 and Tier 3 cities in
China.
Challenge: Grow the social media community on China's popular WeChatmobile platform and create a sustainable level of audience engagementfor the brand that translates into referrals as well as inbound travelenquiries.
Creative: We designed a flexible yet strategic storytelling-based contentplan for Tiger Air's WeChat channel. Fully responsible for all creativecontent development duties, as well as for community management onthe channel, our channel, our digital team took a balanced approach tomarketing and lifestyle content, crafting relevant offers that capitalizedon what was trending on social media in China across various popularsocial media platforms.
Change: Quickly acquiring an active and loyal fanbase of over 3,000 fanswith the highest readership ever achieved for a story posted by the brandto WeChat at nearly 1,000 unique views.
CHATTING IT UP ON MOBILE
TIGER AIR
As an agency in Hong Kong and Asia we've invested in developing strategic partnerships with
all major media (traditional and digital), influencers, and social technology vendors. Our
relationships benefit our clients in many ways - from preferential rates, better
opportunities and early access to new features and products.
STRATEGIC NEW MEDIASTRATEGIC NEW MEDIAPARTNERSHIPS.PARTNERSHIPS.
TECHNOLOGYTECHNOLOGY MEDIAMEDIA INFLUENCERSINFLUENCERS
Learn more at golin.com/asia