This document discusses redefining performance marketing through creativity. It describes a campaign for UTC brands in Greece that was the biggest in the country. The campaign connected physical and digital experiences using video gamification and user-generated content to drive engagement and conversions. People who bought UTC products with codes could participate on a mobile site, share on social media, and watch videos. The results so far included 5,800 codes scanned, 12,000 unique visitors, and 2,400 shares in just one week.

1. REDEFINING PERFORMANCE
MARKETING
THROUGH
CREATIVITY

2. TASOS
VELIADIS
PARTNER-­‐BUSINESS
UNIT
DIRECTOR
WHO
AM
I
@tasosveliadis
facebook.com/tasosvel
socialab

3. i
TELLING
stories!

4. SO!

5. i
WILL TELL U
a
Story about

6. PERFORMANCE
MARKETING

7. THE CHALLENGE FOR
IS WHAT TO COMMUNICATE AND HOW TO
SCALE ENGAGEMENT THAT
CONVERTS TO
SALES
BRANDS

8. THE ANSWER

9. CONNECTING
PHYSICAL DIGITAL
PHYGI TAL

10. WHAT
SOCIALAB
DID

11. WE
CREATED

12. THE
BIGGEST
UTC
CAMPAIGN IN GREECE

13. BUT WHY
UTC?

14. 90,3% SAVE
MONEY
THROUGH
COUPONS,
OFFERS ETC

15. VIDEO
GAMIFICATION
USER GENERATED
CONTENT

16. LET’S SEE
STRATEGY
THE

17. Buy
product
(code
on
the
product)
ParIcipate
to
the
acIvaIon
mobile
microsite
Share
the
message
Facebook
TwiMer
YouTube

18. To
create
the
experience
throughout
a
Promo
campaign
we
will
use
a
new
engagement
model.
RICH MEDIA EXPERIENCE
90
9
1
“BUY – USE
CODE”
“SHARE” “WATCH IT”

19. 90
1
9

20. VIDEO
LINK:
hMps://youtu.be/TaxLpyu4zN8

21. THE RESULTS
SO FAR!

22. 5.800 codes*
12.000 Unique
visitors
2.400 shares
*In
one
week

23. THANK
YOU