CASE STUDY: Yahoo aims to draw marketers online

Background

In the field of business to business marketing, marketers tend to allocate a huge amount of budget in traditional media including TVC, print and outdoor. They invest with their existing practices and experiences. They might have used internet marketing, but do not fully understand it or more precisely, they have difficulty in applying it. They usually play it safe when it comes to investment in internet marketing.

 

Aim

The aim of the campaign was to arouse marketers' interest in online marketing and encourage them to rethink their investment portfolio. In addition, Yahoo aimed to educate them to understand more about its portfolio of advertising products.

 

Execution

The campaign concept was 'Perfect marketing'. The index page on the campaign site featured six characters each from a different target group. Upon clicking on a character, users are shown a corresponding video and the option to view the 'perfect' marketing tips for that group, move on to the next video or return to the index page.

The marketing tips page displayed integrated marketing solutions complete with a link to a demonstration page to further educate users. After watching six videos, all the characters applaud and congratulate the user on completing the task.

Users were then prompted to fill in their personal information to download the internet marketing tips report and have the opportunity to win a Yahoo Sony Webbie.

The site was supported by online banners, an EDM, a viral mail, Facebook fan page and OOH elevator media placements.

 

Results

Over the campaign period, 373,917 page views were generated.

357,507 of them were generated from unique cookies of which each spent an average of 1.31 minutes online.

The campaign racked up 41,189 video views.

During a Yahoo seminar held in Hokkaido which invited 100 VIP clients, including top corporate CEOs from Taiwan, attendees were showed six videos following which they said it was inspiring and expressed a willingness to increase their internet spending.

 

Credits

Client: Yahoo! Taiwan
Brand: Yahoo! B to B
Campaign name: Perfect Marketing
Agency: Ogilvy & Mather Advertising(Taiwan)
ECD: Jennifer Hu
CD: Door Cho, Sean Tsai
Copywriter: Alvin Chen, Awing Chen
Art directors: Misha Wu
Producer: Roi Lin
Production: BOKu Film
Audio: NO.7 SOUND STUDIO
Account services team: FY Lu, Esther Li, Jacky Chen, Rachel Liu, Tsochun Chen
Exposure: Yahoo! Taiwan online banner, YouTube, Facebook Yahoo! emarketing Fans page, OOH-Elevator media
Duration: 4/12-5/23/2010