2. SINGAPORE

12. WE MAKE
BRANDS
SHAREABLE.

13. IF YOU AREN’T BEING
SHARED
YOU AREN’T SOCIAL.
And sharing from your owned communities isn’t
enough anymore.

17. What’s happening

23. Amplify

24. The content
Where
that ranks
relevant fresh
best in
content will
Google is
rank better
content that
than old
people like
content.
and trust. Amplify

25. 37++:1 37++:1
32:1
32:1
ROI
25:1 25:1
15:1 15:1
6 Months 12 Months Bought
Time Owned
Earned
Integration

26. Amplify

27. What we need to do

31. How to do it

36. They cheer because it has an They cheer because they care. They
impact. It fuels the athletes and can have an unique close connection to
support can influence play. what they’re cheering for
36

37. Fanatic
Supporter
Casual fan
37

38. 38

39. 39

40. Athlete cheers, reaction to
congratulatory commercials,, RTs of
@teamvisa
Nike releases the “Find Your
Greatness” campaign
33.5% 3.9% 7.5% 1.3% 0.0% 13.1% 40.7%
Buzz
Vol.
Visa P&G Coca-Cola BMW Samsung Nike Others
(80%
McDonalds)
Buzz
Sent
ime
nt

41. A different kind of approach

42. Stimulating sharing
Targeting individuals not platforms

43. Use data to create Use engaging
content that content to create
engages audiences opp’s for further
in the right way data collection

44. Making Sony Mobile
relevant once more

46. Results
• Branded content received 1.7million
views in a 6 month period
• 85% who engaged with the Xperia
Studio viewed Xperia smartphones
more positively afterwards
• 17% of visitors to the Xperia Studio
went on to visit the main sony mobile
site
• The content and campaign has been
featured in wired, gizmodo,
mashable and other credible
publications
• The campaign also won a 2012
webby for the people’s choice award
in integrated mobile experience

48. Moving beyond traditional
brand communications

50. Create
Curate
Instigate
Volume of content

51. Create
Curate
Instigate
Volume of content

52. Harnessing the
power of digital to
spread happiness
around the world

55. “We’re more in the space of
managing communities than
creating ads.”
Joe Tripodi – CMO, The Coca-Cola Company

56. Summary:
Delivering Meaningful
Engagements at Scale

57. IF YOU AREN’T BEING
SHARED
YOU AREN’T SOCIAL.
And sharing from your owned communities isn’t
enough anymore.

60. Thank you
adrian.farouk@lbi.com

63. JOURNEY OF DIGITAL TRANSFORMATION

64. WE ARE HERE
200
800
400
400
INDIA

65. ASIA PACIFIC

66. OUR GLOBAL & REGIONAL CLIENTS

67. REGIONAL CLIENTS

68. WHAT WE DO

69. IT’S IN THE BLEND