ECI 2010 "Ray-Ban se gradúa"
description
Transcript of ECI 2010 "Ray-Ban se gradúa"
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Ray-Ban se gradúaEstrategia y Creatividad Interactiva
Graduados del 2010
Beatriz Graña
Aïda Ortiz
Maria Rybina
Ana Soloaga
Shawn Stocker
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1. Introducción
2. Análisis
3. Nuestra propuesta
4. Conclusiones
Agenda
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¿Cuántos conocíais lasgafas de ver de Ray-Ban?
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¿Y cuántos pensábais que erangafas de sol adaptadas?
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Ray-Ban, tenemos un problema
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Necesitamos aumentar el awareness
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¿Cómo?
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A través de los Icons de la marca
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Investiguemos un poquitín
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Nadie copia a un perdedor
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Marcas blancas
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Calvin Klein – Carrera - Diesel – Tom Ford - Dita
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Pero nosotros somos Ray-Ban
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Aunque no podemos bajar laguardia
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La competencia no estácomunicando bien…
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…especialmente en medios sociales
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El segundo hogar de nuestro target
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El número de usuarios de Facebooken España ha crecido
10.439.900Superando los 10 millones
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De estos 10 millones de usuarios
52%Se hace seguidorde alguna marca
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¿Habrá un grupo de “Señora que…”relacionado con gafas en Facebook?
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Señoras que van de modernas congafas sin graduar
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Y muchos más sobre gafas
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Tenemos queestar ahí
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Y tenemos que vincularnosa la moda
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Pero la moda como la entiendenuestro target
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Ni alta costura, ni pasarela
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Street style
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¿Cómo lo hacemos?
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Con una campaña online de un mes
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Ray-Banse gradúa
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Graduación
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Toda graduación debe celebrarsecon una fiesta
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La Fiesta de Graduación de Ray-Ban
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¿En quéconsiste la
fiesta?
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Nuestra acción
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Página de empresaRay-Ban ES Oficial
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Aplicación quepermite graduarse
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Aplicación
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Aplicación
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Aplicación
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Aplicación
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Aplicación
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Facebook del usuario
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Facebook del usuario
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Facebook Ray-Ban Es OficialGraduados
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Facebook Ray-Ban Es OficialPinchadiscos
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Facebook Ray-Ban Es OficialMuro
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Facebook Ray-Ban Es OficialMuro
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Facebook Ray-Ban Es OficialMuro
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Facebook Ray-Ban Es OficialMuro
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Facebook Ray-Ban Es OficialClase del 2011
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¿Perdone,para ir ala fiesta?
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Plan de medios
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Campaña display
Trendencias:2.000.000
de impresiones
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Campaña display
Red influencers10.000.000
de impresiones
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Rich Media
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Rich Media
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Rich Media
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Rich Media
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Rich Media
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Rich Media
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Rich Media
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Campaña display
Spotify:10.000.000
de impresiones
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Campaña display
Facebook:200.000.000
de impresiones
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BlogMarketing
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Mejora en la web de Ray-Ban
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Resultados estimados
50.000Me gusta
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Resultados estimados
10.000 fotos de
“graduados”
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Resultados estimados
1.500 listas dereproducción
creadas
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¿Y lafiesta real?
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La fiesta
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Una fiesta muy Ray-Ban
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El evento
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Resultados estimados
Más de 50menciones en
medios on y off
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Resultados estimados
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Conclusiones
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Alta notoriedad de campaña
Conclusiones
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Repercusión on y off a través de
Opinion Leaders
Conclusiones
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Afinidad con nuestro público A través del Street Style
Conclusiones
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Creación de Facebook.ES, una forma
de comunicación permanente con nuestro target
Conclusiones
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Ray Ban segradúa,¿y tú?
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Muchas gracias