the Vanksen presentation

accompanies beautiful brands
in their communication strategies by activating consumers
01. our philosophy
01 philosophy
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“connecting brands
& consumers”
02. our 5 fields of expertise
02 our 5 fields of expertise
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03. consulting
03.1. consulting
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communication strategy
 analysis and definition of your brand
 online & offline communication plan concepts
 promotion actions & events
visibility strategy
 analysis and management of your domain name portfolio
 analysis and management of your natural and sponsored visibility in search engines
media 1.0 & 2.0 strategy
 assistance and “classic” media sales
 assisting you in your social network presence strategy
03 .2. consulting
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examples of clients
04. creation
04 .1. creation
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digital
 website
 flash animation
 viral applications (micro-site, advergame, widget…) & social media (blogs, Facebook, Twitter…)
 online ads (emailing, banner…)
 streaming & hosting
print
 logo & corporate identity
 presentation leaflet
 sales promotion tools
 press, billboards & POS advertising
audiovisual
 TV & radio spot
 customizable video
 corporate movie & Web TV
events
 street & guerrilla marketing
 script & stand
 blogger event
04 .2. creation
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examples of clients
04 la production
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Exemples de clients
05. media & activation
Nom du Client
présentation de l’agence Vanksen
05 .1. media and activation
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search engine marketing (seo & sea)
 natural visibility in search engines
 managing sponsored link campaigns (Google certified)
 affiliation
 investment performance metrics
media plan & media sales
 managing media campaigns online & offline, media tactics
 optimization of investment (testing, tracking, reporting)
 e-mailing
below the line
 “viral” mechanism concepts
 street & guerrilla marketing
 spreading your video, with a guaranteed number of views
 pr & blogger relations
 sponsored links
05 .2. media and activation
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examples of clients
06. monitoring & analysis
06 monitoring and analysis
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buzz monitoring
 brand awareness audit: analysis of your e-reputation
 monitoring: regular follow-up & analysis of conversations
brand protection
 domain name portfolio management
 audit: identical, similar & containing
 registration: strategy & registration
 recovery: amicable settlements & legal action
 valorization & naming strategy
 monitoring: brand abuse
 sponsored links
 website contents

audience metrics
 traffic analysis, Web user behavior, campaign performance
06 monitoring and analysis
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examples of clients
07. training
07 training
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trainings
 marketing per target type (young people, women…)
 marketing per industry (luxury, automotive, cinema…)
 alternative marketing (viral, buzz)
 influence marketing (social media, bloggers)
 online reputation
conferences
 over 70 talks in France and worldwide in 2008
 conducting trainings for Stratégies, Benchmark Group, Marketing Magazine, Union Des Annonceurs, EBG, Les
Echos…
 conducting internal trainings for companies: Cartier, Coty, L’Oréal, Procter & Gamble, Citroën…
08. our locations
08 our locations
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09. our visibility
09 our visibility
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over 200 times covered by media in 2008
10. our initiatives
10 our initiatives
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culture-buzz
 renowned marketing blog in France and worldwide
 since 2005: over 2,500 posts, daily monitoring alternative marketing
buzzthebrand
 conference organized in cooperation with Stratégies magazine
 1st conference on viral marketing in France
 3rd edition in 2009
marketing 2.0 conference
 1st conference on marketing 2.0 in France and worldwide
 talks by the best international specialists
 2nd edition in 2009
viral film festival
 1st viral film festival organized in France, the USA, and Switzerland
 2nd edition in 2009
11. case studies
11
Les jeunes?
.1. arcelormittal | webtv
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www.arcelormittal.tv
Challenge
Create a Web TV in order to enhance internal communication after the
merger of Arcelor and Mittal and to reassure ArcelorMittal’s 330,000
employees, but also its suppliers and clients, at reasonable costs.
Strategy and Method
The 2.0 website www.arcelormittal.tv including:
 A blog to encourage employees to communicate more and
interactively
 15 bimonthly video episodes about the company and its employees
Target
Internal, shareholders, clients, and suppliers (B2B)
Results
 Over 2 million page views and 475,000 unique visitors
 The campaign reached far more people than initially targeted
 Season 2 was launched in 2008, season 3 is in the pipeline (launch
2009)
Media coverage
Articles in the International Herald Tribune, Management, and Les
Echos, among others
11
Les jeunes?
.1. arcelormittal | webtv
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www.arcelormittal.tv
11
Les jeunes?
.2. chanel coco mademoiselle
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www.cocomademoiselle.com
Challenge
Create worldwide buzz about the new Coco Mademoiselle TV spot
Target
Young women aged between 25 and 35 years, worldwide
Strategy and Method
 Buzz: Guerilla marketing street projections of Coco Chanel quotations
and interactive video shop windows in the brand’s five flagship stores
in Paris, New York, Hong Kong, and Tokyo. Teaser website with full
screen video streaming showing the projection videos.
 Unveiling: Branded Coco Mademoiselle website available in 17
languages allowing for a virtual tour through Coco Chanel’s apartment
in Paris. A 35 mm video filmed with steadicam, followed by the new TV
spot.
 Influence: Seeding working with 100 influential bloggers in over 15
countries to relay the teasing phase.
15 of the most influential fashion bloggers worldwide were invited to a
special event that allowed them to get insight into the brand’s
universe.
Results
CONFIDENTIAL
11
Les jeunes?
.2. chanel coco mademoiselle
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www.cocomademoiselle.com
11
Les jeunes?
.3. givenchy perfumes website & UGC
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Chanel
www. playgivenchy.com
Challenge
 Create an event to launch the new perfume Play by Givenchy and to
present the brand’s new face Justin Timberlake
 Create interactivity between the brand and consumers
Target
Men aged between 20 and 35 years
Market
France, UK, Russia, Ukraine, Netherlands
Strategy and Method
Create and develop the playgivenchy.com website including a UGC
(User Generated Content) application that allows Web users to create
their own music mix and take part in a sweepstakes
Media Plan
Banner campaign on well-known French websites
Results (campaign still ongoing)
 Unique visitors: 375,596
 Page views: 850,596
 Participants in competition: 5,797 Web users
 Music mixes created: 2,036
11
Les jeunes?
.3. givenchy perfumes website & UGC
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Chanel
www. playgivenchy.com
Les jeunes?
.3. givenchy perfumes website & UGC
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11
Chanel
www. playgivenchy.com
11
Les jeunes?
.4. sony walkman
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Chanel
www. dontwalkalone.com
Challenge
 Promote Sony’s new Walkman
 Gather Sony Walkman users around a community platform dedicated
to music: dontwalkalone.com
Strategy and Method
 Create the community blog http://www.dontwalkalone.com
 Street marketing campaign using cling-rites (electrostatic posters) and
guerilla marketing projections
 Create five viral videos, in cooperation with young artists
 For the launch: organize a VIP party in 3 locations simultaneously, in
cooperation with a major French music magazine. Extensive press
coverage.
 Create a viral music quiz
 POS street marketing in a big music chain store to boost sales (create point
of sale display, hostess management, etc.)
Results
 Over 18,000 page views in 3 weeks
 Enhanced visibility of the brand Walkman
 Gather a real community around a website with up to date editorial
content
11
Les jeunes?
.5. roxy parfums
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Chanel
www. roxyparfums.com
Challenge
Arouse curiosity and create interest for the launch of Roxy’s perfume by
sparking buzz online
Target
Young women aged between 16 and 25 years
Markets
France, UK/USA, Spain
Strategy and Method
Create the website www.roxyparfums.fr including:
 Videos on the perfume and on Roxy’s universe
 Advergame competition online: teams of up to 3 players create and take
care of a virtual garden.
 Blog with tips and tricks for the game, cooking recipes, information about
the perfume and Roxy’s universe
 Content creation and translation in 3 languages
 PR 2.0 through BuzzParadise.com, working with 30 influential bloggers in
France and the UK
Results
The Roxy blogs attracted over 60,000 unique visitors in just a few weeks.
Over 3,000 gardens were created and taken care of.
Les jeunes?
.6. cadre-emploi
11
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Chanel
www. recrutement-en-temps-reel.com
Challenge
Show the reach and efficiency of Cadremploi, the first private job board
for executives and leaders in France
Target
Cadremploi’s partners, recruiters, and the general public
Strategy and Method
 The website www.recrutement-en-temps-reel.fr that allows viewers
to during one week follow a real recruitment process for Capgemini,
one of Cadremploi’s partners.
 All media were updated daily (number of sent CVs, conducted
interviews, etc.).
Media
Billboards (France), press, banners
Results
 Over 80,000 views (all videos)
 Over 100,000 unique visitors to the website during the campaign
 Extensive press coverage (specialized press and blogs)
11.7. Futuroscope
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Chanel
www. experience20.com
Challenge
Create buzz about the launch of the new attraction “animaux du
futur” in the French theme park Futuroscope
Target
General public
Strategy and Method
 Website www.experience20.com including a viral video to trick web
users by using mobile interaction (“web call-back”)
 BuzzParadise invited 30 influential bloggers to the theme park to
test the attraction and create recommendations.
 Street marketing at Montparnasse station in Paris using cling-rites
(electrostatic posters)
Results
 60,000 calls generated in 3 weeks, without any media plan
11.8. Philips coolskin
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Chanel
www.perfect-woman.com
Challenge
Reinforce the impact of the international CoolSkin razor TV spot
(featuring a robot woman) by a buzz operation targeting young men aged
16 to 35 years
Strategy and Method
Launch the rumor that soon the first robot woman will be for sale online.
 Phase 1 (teasing ): website www.perfect-woman.com/teasing/fr to
spark the buzz and launch the rumor
 PR and visibility via BuzzParadise
 Phase 2 (unveiling): announce on the website www.perfect-
woman.com/fr that the brand Philips was behind the buzz. Show an
animation of a woman robot that falls apart and display the slogan:
“The perfect woman already exists! Seduce her with your perfect
shave. ”
Results
 Over 1 million views (all videos)
 200,000 unique visitors on the website (May 27–July 2), i.e. on average
5,500 visitors/day
 Media coverage online (over 230 articles) and offline (TV and press in
France, Korea, Poland, and the UK)
11.8. Philips coolskin
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Web Design + Buzz + Viral + Customizable Video
Philips CoolSkin | www.perfect-woman.com
Chanel
www.perfect-woman.com
11.9. Louis Vuitton | official website
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Online Visibility
Chanel
www. louisvuitton.com
Challenge
 Enhance Louis Vuitton’s brand awareness by optimizing the brand’s
visibility on the first pages of search engine results
 Facilitate access to the brand’s websites in order to multiply purchasing
opportunities for its markets in
 Europe (France, UK, Spain,...) and
 Asia (China, Korea, Japan,...)
 Evaluate Louis Vuitton’s position in its market
Strategy
In order to meet the objectives while at the same time preserving the brand’s
upscale image (corporate identity, flash animation, brand image,…),
Vanksen’s business unit LegitiName enriched the website’s content, but
without cluttering it, in order to remain consistent with the brand’s image
and guarantee the site’s usability. That way they made the Louis Vuitton
website more relevant, easier to use, and easier to find through search
engines.
Results
 In one year the Louis Vuitton website’s traffic (French market) tripled.
 80% of Louis Vuitton products’ visibility was created by Vanksen’s solution.
 A CPC of €0.10, i.e. 10 times lower than for sponsored links
thanks you & is all ears
don’t hesitate to contact us
vanksen benelux
7 rue des Mérovingiens
L-8070 Bertrange
Luxembourg
Tel : +352 48 90 90 239
Fax: +352 48 90 90 140
www.vanksen.com
© 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.