ACE campaigns with the digital 4 Ps - Dave Drodge. New power in the digital age powers campaigns through peers, participating on platforms enhanced by performance to produce power.
3. Evolution of an idea… “Neck and Nominate” 2008-2012
• 2008 UK Drinking Game
• 2012 Knock on a strangers door & nominate
4. Evolution of an idea… “Cold water challenge” 2014
• March “24 Hour” “cold water challenge”
• May “Cold water challenge” with firefighters for
charity
5. •“Ice Bucket Challenge”
• June & July by Golfers
• Aug “Ice Bucket
Challenge” Pete Frates
ALS patient
• Celebrities
• …and many of you
6. NEK1 and Nominate
•June 1st-Sept 1st
• 17M Youtube videos
• 10B views
• $115M raised
•NEK1 gene discovered in
2016
• One of the causes of
ALS & directly funded
by IBC Project MinE
8. Ice Bucket Challenge – A.C.E.
• Actionable: Challenged to make your own video (or
donate to ALS)
• Connected: Nominate 3+ people to do the challenge
• Extensible: Each video was unique
…but started from a common stem: your video on
Youtube doing something for charity & nominating 3
people
9. Ice Bucket Challenge – Underlying forces at work digital 4Ps
•Peers
•Who will ignite the campaign (Students, Sports)
•Participation
•How do people make it their own (Video & Nominate)
•Platforms
•Where will you focus the campaign to spread from
(Youtube)
•Performance
•Be hyperaware to see the trends to create a campaign
•Spot what’s working with whom and boost it
25. A.C.E.
•Actionable: using the #EndangeredEmoji hashtag
signed someone up to the campaign
•Connected: one’s followers on social media would
see the hashtag and Emoji
•and Extensible: every Endangered Emoji tweeted was
their story which added to the overall tale.
26. Digital 4Ps of Power
•Peers
•Trend of people using Emoji – 17 endangered animals
•Participation
•Using #endangeredemoji signed them up & own stories
•Platforms
•Twitter was willing to partner & allow it technically
•Performance
•Saw how peers were already using Emoji (trend)
•Spot what’s working in the campaign with whom and
boost it especially with celebrities
27. 27
Digital 4Ps of Power
•Peers 🐬
•Participation 🐬
•Platforms 🐢
•Performance 🐢
29. Never start with the technology, always people…
•P – People: assess the activities of your audience
•O – Objectives: make them SMART!
•S – Strategy: how will things change?
•T – Technology: decide which technologies to use
30. …and how does this change if we view People as Peers?
• How does it differ if we treat people as peers
• Our customers – are they also sellers? +Gig economy
• Our business partners
• Our co-workers
33. A.C.E. (New Power by Heimanns and Timms)
•Actionable: what triggers can use for action
•Frameworks like Heath Brothers’ SUCCES or
Berger’s STEPPS
•Connected: get it to spread like a virus
•Extensible: freedom to own it / re-mix
34. Network
Due Dilligence
CMP & Digital team. examples.
Negotiation - KAM
Agreement
Local Activation
Intl activation
Results
$ distribution
2nd HB
Corporate Relations
Comms & Mkt
Network approval
Due Dilligence
Negotiation - KAM
Agreement
Results
$ distribution
Expand with EA
Network approval
IAP, Birdday
Agreement
Local Activation
Due Dilligence
Negotiation - KAM
Local ActivationLocal activation
Intl activation
Due Dilligence
Negotiation - KAM
Network approval
Agreement
Local activation
Intl activation
Results
$ Distribution
Due Dilligence
Network approval Network approval
Agreement
Marketing Partnership Partnership - heavy on WWF produced comms
* * *
Negotiation - KAM
*
Network
Participation Scale
To read the whole article visit HBR.org & panda.org/newpower
36. Don’t forget other platforms: unreported platforms like Apple iMessage, gaming and
local players especially in search
Streaming video like Netflix 158M subscribers (houesholds)
…and artificial intelligence’s rising influence through bots and curation (tiktok)
especially by the AI superpowers: US and China
42. World Sea Turtle
Day Video
5M views
Small bets – big results
Editorial
Calendar
highlighting
“day X”
Go Pro on a
Sea Turtle
15M views
Dredging Ban
for GBR
Arctic
Expedition for
Narwhals
“Our Planet” on Netflix
25M household
viewing in 1st month**
43. WWF’s Big bets – big results
*Mentions does not cover local specific social media like China or Russia
Brand
Lift
Temporary Long term
WWF 926k mentions
#Endangered Emoji559k mentions
45. The digital 4 Ps have unleashed and concentrated Power
•Tech titans fill the top companies by market cap
• Platforms creating a tech elite
• Countered by worker walkouts / whistleblowing
•New technology
• Blockchain - savior?
• Artificial intelligence – 2 nation arms race? US vs CN
•Community platforms: Ride Austen & Couchsurfing
•Legislation: EU competition’s Margrethe Vestager