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multiproducts. Operation December 2011. Overview of. 1. The Operation. Recall of the brief. Background. A key period : end of the year’s purchases favour information research .

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multiproducts

OperationDecember 2011


Overview of

1

The Operation


Recall of the brief

Background

  • A keyperiod: end of the year’spurchasesfavour information research.

  • A unique campaign for Microsoft’s 4 products : Windows 7, Windows Phone, Office 2010 and Xbox360/Kinect.

Aim

  • Reachusersduringtheirpurchasing phase

Target

  • Families / 25-49 yearsold

Bestofmedia’soffer

  • SuggestedWebsite: Tom’s Guide (the most in tune withthe targetconcerningits content)

  • Operation: all along the conversion funnel

  • Contextual: sponsoring of Buying guides – laptops, mobile phones and games consoles.

  • Brand content / editorial content : making of a sliderenhancingTom’sGuide’seditorial content about Microsoft products.

  • Social / interactive: strongvisibilityon forums and on Q&A pages.

  • Push : Sponsoring of shopping spaces.


Operation set up

Present all along the conversion funnel

IDENTIFICATION

INFORMATION

VALIDATION

PURCHASE

The user discusswithotherusers about the producthe chose.

The user compares all the products’ features to makehisownchoice: design, performance…

The user choses the type of productthat matches best hisneeds and uses.

The user compares prices and best offersthanproceed to the purchase.

Products’ Integration in forums and q&a pages related to Microsoft brands

Editorial integration of Thoroughfeatures & test productswith a striking ad format

Products’ Integration in shopping spaces

Sponsoring of Buying guides


Contextual: Sponsoring of Buying Guides

Home Page Buying guides

Guides’ content pages

Media backup

Creation of trafic on buying guides pages via integratedbanners.


Brand Content : Editorial content integrationSlider

Eachlinksends to an article on Tom’s Guide


Social :Tom’s Guide Solutions (Q&A)

Ad formats / exclusivity.

IAB

Custom made integration of Microsoft social feeds.

CUSTOMIZATION


Push :Integration in the Shopping space


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