3. 3
A NEW KIND OF AGENCY
Created to look after real
digital needs.
We plan the most effective place and
frequency for your online messages.
We create and style the content.
Then optimise effectiveness, all the while
reporting back to you.
5. 5
• Nick and his team navigate the
plethora of digital opportunities and
touch points to identify the right
Nick is the
digital solution for the objectives. planning
guy
• Unifying the latest e-marketing
thinking, strategic tools and media
planning experience we deliver
advertising messages to the right
audience at the right time, whether
it be: – Paid Search or Pre-Roll
– CPM or CPA
– Exchanges or Email
– Mash-ups or Mobile
6. 6
Philip is the content guy
His team create engaging
stories and intriguing visuals
appropriate to the brand and
applications
platform chosen.
widgets
display
content
micro-sites
video
animation
communities
branded sites
co-operative sites
7. 7
Craig and his team are dedicated to turning data Craig is the
into real time learnings - the application
of which delivers a direct increase in optimisation
campaign effectiveness
guy
Accountability and measurement are core benefits
of online activity, and they are central to the
effectiveness of our campaigns
Utilising a wide range of analytical tools, the
optimisation team are the alchemists of
the digital process, turning numbers into
tangible results
8. 8
Why do the 3 guys
live together?
➡ Overlapping of tasks
➡ Transfer of knowledge
➡ Innovation everywhere
➡ Reaction times
➡ Fluid working style
9. 9
Why go nextdoor?
Faster response, better value,
smarter thinking.
Plus we make a decent cup of tea.
We are convinced our new agency structure can produce the most
effective digital ideas for you.
Pop round and see for yourself.
We host ‘hot house’ immersion sessions with prospective clients.
So you can test drive our working style and see if you like our biscuits.
11. 11
We would like to show a couple
of examples where we have
taken existing analogue
campaigns digital.
The results in both cases were
greater customer engagement
and superior ROI
12. 12
The campaign
reached over 8
million unique users
and delivered over
19m advertising
impressions
13. 13
Challenge:
Required to make Frontline flea and tick
treatment more consumer friendly and start
one to one dialogue with consumers
Increase brand engagement and compliance
of Frontline
The Strategy:
Revolutionise advertising strategy from 100% broad TV spend to include
a comprehensive, integrated, consumer facing online solution
Drive consumer interaction and engagement via micro-site creation, with
search, display and social network activity
The Solution:
Insight : target audience going online but not
to the Frontline site
Insight : pet owners share photos of loved
ones and are heavy users of social network
and photo sites
14. 14
BRIEF from client
COLLECTIVE RESEARCH ESTABLISHES:
Global FRONTLINE site not the
CONTENT & PLANNING GUY High consumption of online right environment for
receive brief together communication
High take up of social networks and
share ‘pet’ content
CONTENT GUY develops UK
<
micro-sites and display
creative
PLANNING GUY develops
media strategy to
OPTIMISATION GUY compliment this
Approves final design and
reports daily activity
15. Only part of the process as 15
OPTIMISED in real time, 3 key
elements identified:
-Traffic started to appear
from Facebook
- AOL best performing site Created a
Facebook Upweighted
page MPU and
- MPU best performing format AOL activity
Content Planning
Guy Guy
AOL
Increasing
traffic from Optimisation Guy
Facebook MPU
17. 17
THE CHALLENGE
Street / urban female (core 14-18) fashion brand
Build brand credibility and widen awareness
Brand owner and retailers very analogue
consumers 100% digital
Came to us to develop their ‘non-functioning site’
18. 18
THE STRATEGY
Both the Planning Guy & Content Guy established that
the communication had to:
Reflect target’s growing but changing media consumption
Go where they go / listen to what they have to say not
site redevelopment but use of social media
Create new touch point & offer visitors more value and
a richer experience
Established that ‘paid for’ media was only a
minor element of the campaign
Move all media spend online and the Content
Guy to deliver an integrated Bebo campaign to
engage the audience where they are.
The Optimisation Guy worked with the Bebo
team to access all channels
of measurement.
19. THE SOLUTION 19
Integrated solution within the 1st series of Sofia’s Diary
(online soap) – storyline integration / product
THE OPTIMISATION
placement / cast dressed in golddigga /
competitions Monitoring the comments and forums on
the golddigga profile established
Profile and editorial spotlight created on Bebo including attitudes and interests of
weekly graphic novel following five friends our audience
Users encouraged to download golddigga Bebo ‘skin’ A regular topic was music, and underage
and to actively market to their friends festivals this was fed back to
content and planning guys
The result was an offline experiential
solution involved wrapping an
Audi in pink vinyl, emblazoned with
golddigga, Bebo and Sophia’s
Diary logos
The car was taken to underage music
events and goody bags handed out
This sparked pictures and comments of
the car being posted on the
golddigga profile and around Bebo
Due to the response a bespoke golddigga
car profile skin was created
20. 20
THE RESULTS
Did it work? Beyond even our wildest expectations
In just the first three months of going live, the campaign on
Bebo directly delivered almost 30 million branded impacts
to girls aged 13 to 24. Over 5,000 people asked to
become a friend of golddigga Bebo.
The brand profile was viewed by almost 90,000 people, and
golddigga branded skins were downloaded to over 23,000
personal profiles delivering at the very least 1.1 million
personally endorsed brand messages to their friends.
We developed content, however the profile became self
perpetuating as the users created content quicker than
we could…
And perhaps most importantly, the phone started to ring.
Calls came from major fashion retail chains like Republic.
FUTURE DEVELOPMENT Follow our ‘friends’ as they mature,
to their new social media (Facebook, LastFM) and
continue the engagement with different technology
21. 21
What else is happening
nextdoor?
➡ We’ve refocused an existing campaign
➡ We’ve taken an analogue idea online
➡ We’ve populated social networks
➡ We’ve created branded applications & widgets
➡ We’ve built micro-sites fed by social networks & mash-ups
➡ We’ve engaged bloggers to become brand advocates
➡ We’ve improved conversion through optimisation
➡ We’ve achieved positive ROI
22. Branded Branded
Display + 22
Content
+
-
For the last 18 months the
staff of Nextdoor have been
working together as a unit
called AWi. This chart shows
-
some of the clients we have
Direct successfully worked
Response with online.
23. 23
We’ve got a whole lot of things to say,
(aside from our blogs) - some we’ve
collected into a series of reports. Drop us
Noises coming
from Nextdoor
a line if you’d like to read any of them.
Our current favorites are listed below:
Google’s hidden treasures : Nick
The rise (and rise) of Twitter : Nick
Websites are boring : Philip
When the internet changed : Philip
The Specials ’79 - ‘84 : Craig
24. 24
nextdoor
is part of
AW Communications
Who provide a warm heart,
sound advice & a helping hand
when needed
25. 25
Meet the neighbours The other members of AW Communications Group.
Formed in 1987 AW Media
provides integrated planning and Brand strategy and campaign
buying for clients looking for a development. A bespoke
personal hands creative agency mixing
on approach. market analysis with
Innovative use of the most cost lateral thinking.
effective solutions from barter to Specialist in premium &
sponsorships. challenger brands, especially
Speak to Genna or Katy for more in booze & travel.
details. Speak to Robert for the
+44 20 7278 7878 whole story.
www.awmedia.co.uk +44 20 7843 9450
www.t7flondon.co.uk
26. 26
An invitation to pop nextdoor
New Premier House nick@nextdoorthinking.co.uk
150 Southampton Row craig@nextdoorthinking.co.uk
London
WC1B 5AL
+44 20 7843 6400
philip@nextdoorthinking.co.uk
Look up the guys
NEXTDOOR
