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THE BEST OF GLOBAL DIGITAL MARKETING CONFERENCE

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http://best-marketing.eu/events/mumbai/#regist....

THE BEST OF GLOBAL DIGITAL MARKETING
CONFERENCE

18 OCTOBER – @ HILTON MUMBAI

Get inspired by witnessing in-depth analysis of 25+ best digital marketing campaigns &
LEARN THE 7-STEP WINNING FORMULA OF DIGITAL MARKETING!

Please use exclusive discount code ‘TRADE’ on registration and get INR 1000 off the tickets!

The Best of Global Digital Marketing conference, founded in 2010, is a global event popular in more than 30 cities worldwide including – Singapore, Madrid, Johannesburg, Moscow, Amsterdam, Istanbul, etc…

The Idea :- We collect, interview, research & analyse the information about the best award-winning digital marketing campaigns worldwide in the previous year. All case studies are covered in depth, with examples of creative work, video interviews with clients and their agencies.

Benefit :- Delegates get to witness the IN-DEPTH ANALYSIS of why these campaigns were so successful, what were the challenges faced, how they were overcome and our ADVICE on how can delegates apply these winning practices to their daily business.

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Conference opening

09.15 – 10.15
Norman Wagner, Managing Director, MediaCom Beyond Advertising

What every marketer should know about content marketing

→ The reasons why content marketing is so important
→ How to create content marketing strategy
→ The main mistakes to avoid
→ How to measure the success of content marketing

Examples of successful content marketing campaigns:
Shell’s “Power of Sport” – Grand Prix Winner at the International Content Marketing Awards 2015 (Germany) Shell_Logo
Shell wanted to demonstrate their dedication and investments in developing technology and safeguarding community. So they created a project, which harnessed energy from an unexpected source: the movement of people playing football.
Dell’s “Take IT Easy” – Winner of Festival of Media 2015 (Germany)
Dell needed to form a better, special relationship with IT decision makers in Germany. So they created a B2B campaign featuring a 16-webisode sitcom around the message “Life was Tough Enough, Take IT easy”.
Bose’s “Behind the Sound” and “Scene Unseen” (Germany) bose-logo
Driving reappraisal of Bose headphones through data driven storytelling. Delivered via a unique three way partnership between Vice, Spotify and Facebook.
Discussion, Q&A
Norman on content marketing:

HANDO SINISALU presents: The winning formula of digital marketing in 2016: 7 Steps

12.15 – 13.00
Hando Sinisalu, CEO at Best Marketing International

Hando Sinisalu
STEP 1) Get consumer insights from the big data
Case study examples:
Falck Denmark’s “Cause for alarm?” – Winner of Danish Internet Awards 2015 (Denmark) falck_logo
Security services/Big Data
Falck Denmark created a data-enriched online tool, which allowed users to take a closer look at the state of security in their neighborhood based on real-time data and calculations from a variety of public sources.
BGH’s “My Home is an Oven” – Winner of El Ojo de Iberoamérica 2014 (Argentina)
Home appliances/Innovative use of geolocation
BGH, an air conditioner brand from Argentina, decided to grant extra discounts to the houses that get exposed more to the sun than others. They created a sunshine-hour based discount system together with Google Maps and the Buenos Aires Ministry of Urban Development.
Volkswagen’s “Refresh your Van” – Winner of Webby Awards 2016 (Spain) logo_volkswagen
Automotive sector/Data-based marketing
To celebrate the 65th birthday of the first VW ‘hippievan’ and the launch of its brand new 6th generation of vans, Volkswagen created a simple but clever email campaign for van owners.

STEP 2) Generate long-term content marketing ideas that are relevant to the brand
Case study examples:
McDonald’s Surprise Alarm – Winner of Singapore Media Awards 2014 (Singapore) mcdonalds
Fast food/Retail/Mobile app
McDonald’s wanted a campaign that would take them from food delights to delighting the consumer. So they created an app that made consumers look forward to waking up to a new surprise every morning.
If Insurance’s “Slow Down GPS” – Winner of Eurobest 2015 (Sweden)
Financial services/Mobile Marketing
65% of Scandinavians drive too fast in child-dense areas. Insurance company If created a clever app to remind drivers about their huge responsibility.
Intersport’s “The Ad that Ran” – Winner of PIAF 2015 (Czech Republic)
Retail/Mobile Marketing
To launch their new collection of running gear, sports retailer Intersport asked runners to use any running app and complete a route in the shape of their brand logo. Although the media budget was close to nothing, Intersport’s campaign became one of the most trending sporting events nationally.
Always’ #LikeAGirl – Winner of The Digitals, Clio, LIA, Eurobest 2014 (Canada)
FMCG/Content Marketing/Viral
Always wanted to reverse the negative connotation of the phrase ’like a girl’ and and champion girls’ confidence in a new empowering campaign. The heart of the campaign was a viral video that has received more than 53 million views by now.
Snickers’ “Hungry Slip Ups” – Winner of AdFest 2016 (Hong Kong) snickers
FMCG/Outdoor/Content Marketing
A powerfully simple campaign where Snickers turned notorious public figure slip-ups in Hong Kong into posters attributing them to hunger.
STC’s 1st Branded Online Entertainment Hub – Grand Prix Winner at Loeries 2016 (Saudi Arabia)

13.00 – 14.00
LUNCH

14.00 – 15.00
Hando Sinisalu, CEO at Best Marketing International

Hando Sinisalu
STEP 3) Make sure your content marketing idea has viral/PR potential
Case study examples:
Advocard “Angry Germans” – Winner of Digital Communication Awards 2014 (Germany) advocard
Financial services/Content marketing
Advocard analysed over 1 million litigation cases and mapped them on a digital atlas. A unique demonstration that shows the necessity of legal costs insurance. Within a remarkably short period of time, the litigation atlas became the most successful PR promotion in Advocard’s history.
Yaskawa Electric Corporation’s “Yaskawa Bushido Project” – Winner of Epica 2015 (Japan)
B2B/Content Marketing/Viral
Yaskawa Electric Corporation’s Motoman robots are heavy duty industrial robots used in areas such as welding, packaging, cutting, etc. The brief was to spread the name of Yaskawa and demonstrate their equipment’s’ outstanding performance. So they went the ‘Volvo Trucks way’: the almighty viral.
REI’s “#optoutside” – Winner of Titanium Grand Prix and 8 other awards at Cannes Lions 2016 (USA) rei-logo
Retail sector/Social media/Integrated
Specialty outdoor retailer REI decided to close all of its 143 stores in the U.S. on Black Friday, the busiest shopping day of the year, and asked its employees and customers to #OptOutside.
STEP 4) Maximize the viral effect
Case study examples:
Swedish Tourist Association’s “The Swedish Number” – Direct Grand Prix Winner at Cannes Lions 2016 (Sweden) stf
Tourism sector/Direct/Mobile/Content Marketing/Viral
To mark the 250th anniversary of Sweden’s abolition of censorship, the Swedish Tourist Association launched a phone number connecting global callers with random Swedes.
BlendTec’s “Will it Blend” – Winner of multiple awards (USA) blendtc
B2B sector/Content Marketing/Viral
Ongoing viral marketing campaign consisting of a series of infomercials demonstrating the Blendtec line of blenders. Blendtec series of videos have collected more than 265 million views on YouTube.

STEP 5) Take advantage of the global viral effect in your home market
Case study examples:
Double Robotics’ “Lucy The Robot” – Winner at Reggie Awards 2016, Shorty Awards 2016 and Festival of Media Awards 2016 (Australia) Double Robotics
B2B sector/Viral stunt/PR
Double Robotics created a viral PR stunt to showcase their technology by literally lining up their Double Telepresence Robot called Lucy for the global release of the Apple iPhone 6s.
Ume.net’s “Living with Lag” – Winner of The Lovie Awards 2014 (Sweden) umea_energi
Telecommunications/Viral campaign
Swedish energy company and internet provider Umea Energi created an oculus rift experiment video to show what living with lag would be like.
Hemnet’s “House of Clicks” – Winner of Guldägget 2016, Eurobest 2015, Cannes Lions 2016 (Sweden) hemnet
Real estate sector/Big Data
How a team of award-winning architects designed the country’s most sought-after home based on a data from two million Swedes.
15.00 – 15.15
Coffee break

15.15 – 16.15
Hando Sinisalu, CEO at Best Marketing International

Hando Sinisalu
STEP 6) Use real-time marketing: adjusting your campaign on the go
Case study examples:
Reese’s Peanut Butter Cups’ #ALLTREESAREBEAUTIFUL – Winner of The Webby Awards 2016 (USA) reeses
FMCG sector/Real-time marketing
When Reese’s tree-shaped chocolate/peanut butter candies were shape-shamed on social media during holiday season, the brand’s social media team came up with a perfect response.
Century 21 ‘s “Breaking Bad”– Winner of Andy Awards, The Webby Awards and One Show Awards 2014 (USA) century-21
Real estate sector/Real-time marketing/Viral
When Breaking Bad TV series came to an end in September 2013, a clever real estate agency Century 21 grasped the momentum and posted a fake listing of Walter White’s house on the internet.
P&G India’s “Share the Load” – Winner of Appies 2015 (India) PG
FMCG/PR/Social media
Most women in India have to do all the household works alone. P&G’s brand Ariel decide to address this inequality and launched #ShareTheLoad campaign. In addition to provoking a national debate, the campaign also had remarkable business results.
Heineken’s “Live Tube” – Winner of FAB Awards 2016 and Cannes Lions 2016 (Italy) heineken
Alcoholic beverages sector/Content marketing/Real-time marketing
Just in time for the UEFA Champions League, Heineken decided to give football fans a chance to speak up. They set up Live Tube – the first football talk show hosted by viewers.
Examples of brands doing real-time marketing during major sports events

STEP 7) Measure the ROI of the campaign
How to measure, what to measure. Benchmarks.

CONCLUSIONS & DISCUSSION
16:15
Ends

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