1. CREDENTIALS
May 2013

2. Who we are ......................................................................................................…………...........................3
What we have done ......................................................................................…………..............................4
Why us ..........................................................................................................…………...............................5
Team experience......................................................................................…………....................................6
Why integrated campaigns .................................................................…………........................................7
Sales or Awareness .......................................................................................…………...............................8
How can we help you ....................................................................................…………..............................3
Projects ………………….....................................................................................………….............................14
Clients .......................................................................................…………................................................64
Contact……………………………………………………………………………………………………………….......…...………….……65
Summary

3. • We believe in integration and coordination between
two or more channels of communication (online,
indoor, outdoor, BTL) to achieve the communication
objectives directly correlated with the business
objectives of our clients.
• We have the expertise needed to ensure this type of
integration to achieve the best results.
• We are small enough to be flexible and creative!
• Our vision: Extraordinary communication campaigns.
Every time.
Who we are?

4. What have we done?
• Since February 2012 we worked online and offline, as
well, because the right mix can give the best results.
We had several online & offline campaigns,
developed CSR projects and social media campaigns.
• Our clients are from different industries, such as
beauty, shopping centers, publishing houses,
banking, NGOs, automotives as well as individuals

5. We can offer you the BIG Deal, not just parts of it.
What are the advantages?
- Cost reduction - 1 agency for the entire campaign;
- Stress reduction – we do all the managing work for you
- One voice – your brand needs one voice delivered to multiple channels; we’re
assuring the main message to be delivered in all the online & offline channels;
- One report – evaluating the whole campaign in one report , offering you a
clear perspective on the matter
- We have the expertise to offer integrated campaigns, solutions in online &
offline media
- We had fantastic results (millions of page views, engagement rates increased
with 50%, thousands of likes, etc), creative layouts & copywriting, flexibility
and ability to react immediately.
Why us?

6. We have THE Team!
Our Team has a vast experience in many domains, wich we find it to be the perfect mix
and collaboration for the perfect integrated campaign. We’ve developed and worked for
beautifull campaigns from NGO’s to International Brands.
-Customer Relationship Management
-Sales management
-Crisys management
-Indoor & Outdoor Media
-Online Media
-ERP management
-Research
-Training
-Team Management & Report
-Online & Offline PR
-Social Media
-Copywriting
-Design
-Programming
-BTL Projects

7. Why integrated campaigns?
• Would you like to hire one to three employees to manage,
coordinate & report the work of all the agencies implied in your
campaign?
• Would you like to communicate with up to six persons in the
same time in order to coordinate a campaign?
• Would you like to send a message altered from channel to
channel?
We wouldn’t like those either.
The Solution? Integrated campaigns.

8. Sales or Awareness?
One can generate the other but it’s a matter of focus
and objectives.
In order to have results we need to have objectives. A
fast research can help you determine your business’s
needs.

9. Sales or Awareness?
I have the brand
I need to generate
awareness
I develop an awareness
campaign.
I want to generate sales.
I develop a sales
campaign.
I want to maintain the
awareness and sales. I
manage customer
relationship.
I want to expand my
business.

10. Your Awareness Campaign
•An awareness campaign is focused on visibility and
information.
•This kind of campaign needs to generate views and
feedback.
•It can be reported by the use of a pre-campaign and
post-campaign research or by the use of metrics that
indicate your product’s visibility (viewers, unique viewers,
audience online or offline).

11. Your Sales Campaign
• A sales campaign needs to attract. The difference between a sales
campaign and an awareness one is that the sales campaign offers
something. In order to get people to buy your products you need to
offer them something, from coupons to solutions or increase in self
esteem.
• A sales campaign needs to generate specific sales leads. A lead
represents a specific action that a consumer makes, action wich
reports a generated sale or generates a sale. The easiest example is
the one of a campaign wich requires serial codes written on the
products.

12. How you see your brand in one year?
The best!

13. Let US help YOU!
• In order to achieve The Best results we need to define “Best”.
• In order to define “Best” we need to do a research, set the
objectives and set a budget.
• How does “The Best” sounds now?
• We define “The Best” by accomplishing all the objectives in the
given time and budget. In other words, we can give you The Best
campaign.

14. What’s next?
• Check out our projects in order to strengthen your conviction
that YOU want to work with US.
• Set-up your objectives and contact us in order to bring your
brand or product to a new level. That’s what we do, helping you
transition from caterpillar to a wonderful butterfly.

15. Brand: La Roche-Posay; sunscreen line, Anthelios
Date: may-september 2012
Objectives:
• Creating a favorable image within the target group;
• Generate sales;
• Awareness.
Social cause: support the “Alfred Rusescu” Institute for Mother and Child
Protection
Mechanism: Buy now and donate 2 RON for the renovation of the outpatient
ward of the “Alfred Rusescu” Institute for Mother and Child Protection.
“Enjoy the sun and offer a child the chance to smile”

16. What we have done:
• Research and identification of the social cause, in accordance with the target;
• Concept development, design and copywriting (key visual, adapting messages for
promotional materials, Facebook cover photo and educational infographic about solar
protection, etc.);
• Organising a press conference to launch the campaign, reporting the advertising
value equivalent;
• Sending out the press release for the campaign to jurnalists and bloggers, reporting
the advertising value equivalent;
• Facebook page management.
THE WOW:
• Anthelios went up to 2nd place in the sunscreen dermato-cosmetics market, from
the 3rd place, according to sales reported last year;
• Total audience: 3.397.485 people;
• On the brand Facebook page we have developed a community (increase by 10.000
fans in 3 months) and we have increased fan engagement rate by 45%.
“Enjoy the sun and offer a child the chance to smile”

17. 1. Key visual and copywriting

18. o Date: 3 may 2012
o Location: Antipa
Caffe&Terrace; with a tour
of the Antipa Museum for
the jurnalist’s children.
2. Press conference

19. Brand: Vitantis Shopping Center
Date: april – july 2012
Objectives: Promote the comercial gallery, to bring traffic (visitors, physically) to
the location.
Mechanism: Visit Vitantis Shopping Center, take a photo at the pannel and upload
it with the Facebook app and you can win an iPad 3.
“Visit Vitantis Shopping Center and win an IPad3”

20. What we have done:
• Develop a new website - www.vitantis.ro - using a new design, that promotes
the stores and gallery sales.
• Google Ads campaign;
• Facebook page management and Facebook Ads campaign;
• Facebook cover photo and profile picture;
• Copywriting, Key visual and indoor pannel for offline exposure;
• Press release broadcast;
• Newsletter template desing and broadcast.
THE WOW: Between april and july we have grown the Facebook community from
1450 friends (former profile) to 11.887 fans, out of which, 0.92% have created
stories from posts.
“Visit Vitantis Shopping Center and win an IPad3”

21. Technical characteristics:
• Custom wordpress CMS, built on PHP and
MySQL, easy to manage CMS.
• Responsive design: tablets or mobile; the
website will adapt to each screen size to
show the articles and pages properly, and
not PHP code.
• MySQL database.
1. Webdesing concept and development: Vitantis.ro

22. 2. Facebook brand page: fb.com/VitantisBucuresti

23. 3. Facebook contest app

24. 4. Facebook contest offline component

25. Date: 15 septembre 2012 – 13 october 2012
Objectives:
• Creating a favorable image within the target group;
• Generate traffic at the location;
• Awareness.
Social cause: fundraise at least 30.000 euro by the 14th of october to support
the kids at the Defeat Autism center. Mobilising people to convince the
authorities to support at a national level, autism services at a decent quality.
Mechanism: Donate 2 euro through SMS now, during the campaign, and
“Help a chid with autism go to school!”
“Help put a child with autism through school”

26. What we have done:
PR: organising four events in the comercial gallery at Vitantis Shopping Center,
inviting jouurnalists and bloggers; sending the press release and follow-up.
Design and copywriting (key visual, adapting the messages to the promotional
channels used).
Media coverage (online, TV, print, radio, indoor and outdoor).
Managing communication on Social Media channels.
Promoting the event in the shopping center’s newsletter.
“Help put a child with autism through school”

27. THE WOW:
PR: 61 articles, with a total audience of 1.375.700 unique visitors and
4.950.000 pageviews.
Social Media: developing a Facebook community and an increase in
engagement rate by 45%. The Vitantis Shopping Center brand was mentioned
in over 56 Facebook posts, that generated 5.628 likes, 236 comments and
1.060 shares, which, in turn, also had likes and comments.
Radio: announcing the campaign during interviews, that had a total audience
of 1.377.000 listeners.
TV: airing the campaign spot 115 times, in 16 types of shows with a total
audience of 6.668.896 viewers; 6 reports with events from the location, and
anouncing in 4 shows the activities carried out with a total audience of
802.944 viewers. Click to see the campaign spot.
Print: total audience of 1.784.000 viewers.
“Help put a child with autism through school”

28. 1. Key visual and copywriting

29. 2. Outdoor & indoor ads. Events

30. Client: L’Oreal Romania, brand: La Roche-Posay
Date: October2012
Objectives:
• Awareness and sales generation;
• Educating the public about the products aimed at acne skin and how to use
them;
• Refresh the image of the Effaclar La Roche-Posay products within the target.
Social Media for the ‘’Effaclar in high-schools!’’
campaign

31. What we have done:
Facebook page and My Teen Skin app management;
Infographic (copywriting and design) about acne skin, tips for people with acne
skin and La Roche-Posay products recommendations;
Sending the infographic to journalists and bloggers.
THE WOW:
Increase in the La Roche-Posay România Facebook page engagement rate by
50%.
Social Media for the ‘’Effaclar in high-schools!’’
campaign

32. 1. Design and copywriting for the infographic

33. Brand: Vitantis Shopping Center
Date: 2 - 31 december 2012
Objectives:
• Increase brand awareness and sales ganeration;
• Increase customer loyalty;
• Increase traffic in the location.
“This winter, Vitantis is Santa Claus!”

34. “This winter, Vitantis is Santa Claus!”
What we have done:
Campaign concept and copywriting;
Design key visual and adaptation for the promotional materials: flyers, Google Ads,
Facebook Ads, layout holiday schedule and newsletter;
Online promotion:
- Newsletters: copywriting and layout;
- Google Ads (Search and Display Network);
- Facebook Ads;
Offline promotion:
- Organising a Christmas gift fair in the comercial gallery, every weekend in
December;
-Organising cooking workshops with “Click! poftă bună”, making Christmas dishes;
PR online – send the press releases about the events and reporting the advertising
value equivalent;

35. “This winter, Vitantis is Santa Claus!”
Radio GoldFM – Contest ”December with story-like discounts”
Mechanism: 3 colums every day. Structure:
The first two, in the morning, contained:
Bilboard IN sponsor: Vitantis Shopping Center presents “December with story-like
discounts”
Story with Santa Claus and Vitantis Shoping Center
Bilboard OUT: Vitantis Shopping Center has brought you "December with story-like
discounts".
The winner was announced and entered the show live with the presenter.
The third column contained:
Bilboard IN sponsor: Vitantis Shopping Center presents “December with story-like
discounts”
Promo that explains the contest mechanism for the next day.
Billboard OUT: Vitantis Shopping Center has brought you "December with story-like
discounts”.
Contest teasing. Contest announcement. Story column. Winner announcement.

36. “This winter, Vitantis is Santa Claus!”
THE WOW:
•Fair with 45 exhibitors;
•11.634 unique visitors on the Vitantis Shopping Center website;
• +750 fans on the Vitantis Shopping Center Facebook page;
•Total Radio GoldFM audience, for Bucharest: 32.500 listeners
(December);
•SMSes: between 80 and 114 each day of the campaign

37. 1. Key visual and copywriting

38. 2. Organizsng workshops with “Click, pofta buna!”

39. Brand: Credit Amanet
Date: 19 Noiembrie – 31 Decembrie 2012
Objectives:
• Increase brand awareness;
• Create a positive image among consumers;
• Increase customer loyalty;
• Promote Credit Amanet’s services.
“We offer you presents and smiles, you deserve a Merry
Christmas!”

40. What we have done:
•Design and copywriting, key visual and adapting for promotional materials.
•Social Media - Facebook:
1. Facebook page management (copywriting and conversation management) and
Facebook Ads;
2. Tabs and photo albums for the Credit Amanet branches in the country;
3. Design for the Cover Photo and layout with the holiday schedule of the
branches;
•Social Media - blog: copywrite – creating weekly articles on the company blog.
•Concept, copywriting and desing for the “What you didn’t know about Gold and
Silver” infographic.
THE WOW:
• We have increased the Facebook community in 42 days from 331 to 2.323 fans,
out of which, 9.10% have created stories from the page posts;
• We increased fan loyalty through the Christmas contest.
“We offer you presents and smiles, you deserve a Merry
Christmas!”

41. 1. Concept, design key visual and copywriting

42. “A friend in need is a friend indeed”
Brand: Credit Amanet
Date: January 2013
Services: Concept, design and copywriting for cover photo.

43. Brand: Credit Amanet
Facebook contest: 1000 fans! Win a champaign with gold plating!
• Project concept;
• Design contest photo;
• Contest management.
Facebook “1000 fans” contest

44. Newsletter
• Copywriting newsletter;
• Web design newsletter;
• Coding responsive newsletter.
Credit Amanet newsletter design and copywriting

45. Concept, design and copywriting – Infographic
“What you didn’t know about Gold and Silver”

46. Objectives:
• Creating a design pack for a
children’s books online store.
Responsive design
• Made to adapt to any screen
size.
• Marcela Peneș is a publishing
house wich continues the work of
a popular author of romanian
school manuals.
Design for Marcela Peneș

47. Technical characteristics:
• Custom wordpress CMS, built on
PHP and MySQL; easy to manage
CMS.
•MySQL database.
•Responsive design made to adapt
to any screen size.
Design for Butterfly Media Group

48. Brand identity: “Mădălina Dobraca”
Research, concept, brand identity
development.
For brand identity development, we
offer:
- Consulting about brand positioning;
- Concept and design.
Madalina Dobraca works in Executive
Search & HR Management Consulting,
Career Counselling & Multidisciplinary
Project Management

49. Social Media for “Balul Albastru 2013”
Brand: Balul Albastru Events organised by Invingem Autismul NGO
Date: March – April 2013
Objectives:
• Promoting the event & informing the audience about the event in order to attract
sponsors and participants
• Attracting sponsors and representatives from companies to the event

50. Social Media for “Balul Albastru 2013”
What we have done:
• Facebook page administration (engaging with users & publishing specific content)
• Design (Facebook Cover Photo, Event Photo, Profile Picture & post layout)
• Developing Facebook Tabs (booking form; sponsorhip form)
• Bloggers relationship
• Organising a contest for bloggers, in order to promote the event
The WOW:
- 12 bloggers engaged in campaign
- 14 online articles
- 31 Twitter mentions
- 546 Facebook Likes
- 209 Facebook Shares
- 76,000 articles views
- 57,000 unique visitors on articles
* No campaign budget

51. 1. Cover Image & Profile Picture

52. 2. Facebook Tabs

53. 3. Post examples

54. 4. Event Photos

55. Blogging Campaign: Toleriane Teint
Brand: Toleriane Teint – La Roche Posay - Loreal
Date: March – May 2013
Objectives:
- Promoting the new Toleriane Teint Foundations(Face Make-ups)
- Collecting a data base in order to develop a fast research among future consumers
- Generating impressions, buzz and word of mouth actions about the launch of the
new foundations from La Roche Posay

56. Blogging Campaign: Toleriane Teint
What we have done:
- Developing an online campaign with 6 beaty bloggers as ambasadors
- Developing and publishing of the online survey
- Banner design for bloggers
The WOW:
- 47 bloggers engaged in the campaign
- 82 online articles
- 28,410 unique visitors
- 886 comments on the above articles
- 82,270 views – total audience

57. 1. Banner design

58. 2. Survey Example

59. Beauty Seminar in Vitantis Shopping Center
Brand: Vitantis Shopping Ceenter
Date: May 2013
Objectives:
• Promoting & generating traffic in Vitantis Shopping Center
• Informing the audience about the latest beauty trends for the Summer of 2013
• Generating feedback about Vitantis Shopping center

60. Beauty Seminar in Vitantis Shopping Center
What we have done:
• Concept & copywriting of campaign
• Organising a beuty seminar having 4 popular beauty bloggers as speakers
• Design (Facebook Cover Photo)
• Online & offline PR
The WOW:
• 14 online articles
• 74 comments
• 11,329 unique visitors on articles
• 14,792 views on articles
• 67 event participants

61. 1. Facebook Cover Photo

62. 2. Examples of blogpost

63. 3. The Event

64. Concept: Integrating the main concept keywords of the project into the visual of the logo:
SHARE, LEARN, IMPROVE
Format: Vectorial, .cdr, .ai, .eps
*HR Twinning is an European project of Young Initiative NGO who promotes good practices in HR
departments from European Organisations
Logo design & concept: HR Twinning

65. Technical characteristics:
• Custom wordpress & buddypress CMS,
built on PHP and MySQL, easy to manage
CMS.
• Responsive design: tablets or mobile; the
website will adapt to each screen size to
show the articles and pages properly, and
not PHP code.
• MySQL database
• Community features like members,
forum, blog posts, organisations, profile
page, organisation page
* HR Twinning is a European project of Young
Initiative NGO who promotes good practices in
HR departments from European Organisations
Webdesing concept and development: hrtwinning.eu

66. We’re ready to add you to our list of clients:

67. Thank you! 
Contact us:
Stefania Stroe | Owner
mobile 0723 641 690
email stefania@butterflymediagroup.ro
site: www.butterflymediagroup.ro
blog: www.butterflymediagroup.ro/blog