Published on March 2, 2014
WINTER GAMES 2014 Emocial Marketing
Welcome Email Institute is taking a break from its usual preoccupation with digital messaging to track and report back on marketing campaigns across all channels that were inspired by the events in Sochi, Russia. This presentation looks at Emocial campaigns. • What the heck is emocial? It’s the integration of Social, Mobile, Email, and Web as synchronized campaigns. • What does emocial mean for marketers? Ultimately, it’s about understanding the interaction between these channels and leveraging each to strengthen the other, increasing your customer engagement and boosting profit and loyalty. • What’s the benefit of emocial marketing? It helps you identify clear roles and responsibilities across teams, minimize gaps and redundancies, and decreases time in planning cycles. Now that the Winter Games are over, be on the lookout for our 2014 Olympic Games Look Book—a review of the top, gold-medal winning campaigns and tactics as rated by our judges.
P&G What our judges say: “P&G definitely stands on top of the medal count for its outstanding campaigns during the 2014 Winter Games. Not only was the company active in TV and social, P&G coordinated its email campaigns to supplement the rest of its advertising. The cross-channel mix stayed true to the campaign theme – applauding Olympic athletes.”
P&G “Tough Love” Campaign What our judges say: “Already well known for its ‘Thank You Mom’ campaign, this emotional tribute goes out to all the tough moms who raise tough kids. On the heels of the Winter Games, P&G is preparing for the upcoming Paralympic Games and the outstanding athletes (and Moms) who will be there to support them. This is a winning combination.”
AT&T “#ItsOurTime” Campaign and app What our judges say: “AT&T is another sponsor that offers coordinated efforts across channels. Heavily leveraging social, its also launched a mobile app so consumers could cheer on their favorite athletes and receive up to date Olympic information. The accompanying website allowed fans to cheer on Team USA and make their voices heard across the globe.”
Liberty Mutual #RISE campaign What our judges say: “Liberty Mutual covered all the bases. Similar in theme to P&G’s focus on determination, Liberty Mutual’s #RISE campaign showcased athletes, their struggles, and how they overcame obstacles. Like AT&T, the company also offered a mobile app to help consumers keep tabs on their favorites competitors.”
Key Takeaways • Coordinate efforts across channels, but stay true to your campaign theme. • Break down the silos and communicate with your channel managers to harmonize ideas and provide value that is specific to your communication vehicle. • Develop short- and long-term goals to increase your integration efforts.
About Epsilon Epsilon is the global leader in creating customer connections that build brand and business equity. A new breed of agency for a consumer-empowered world, our unique approach harnesses the power of rich data, world-leading technologies, engaging creativity and transformative ideas to ignite connections between brands and customers, delivering dramatic results. Email Institute provides marketers with inspiration, best practices and smart ideas for integrating email with other channels like mobile, social, and beyond. For more information, visit epsilon.com or call 1.800.309.0505.
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