recode | decode case study by saint
DESCRIPTION
Case study for the multi award winning social media campaign - Recode | DecodeA copy of the presentation given today at the NMA stage of SES London http://www.nmalive.co.uk/#SESeventby Saint@RKCR/Y&R and The V&ATRANSCRIPT
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So,whoareSaint?Weareadigitalagency
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Withinaworldclassadver9singagency–RainyKelly–Y&R
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Webelievethat…
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Rememberatschool,peoplegroupedtogetheraroundthecoolkids?Theoneswiththelatesttoysorthebeststories.Theoneswhoweremostfuntobewith
Theinternetisverymuchlikethis
Bevaluableandplaybytherules
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Thebestbrandsblurthelinesbetweenproductandpromo9onBrandedu9lity,interes9ngcontentandstuffwithsocialcurrencyceasetobejustadver9singbutbecomegenuinelyinteres9ngtopeopleEverytouch‐pointaconsumerhaswithyourbrandaffectshowtheyfeelaboutit,somakesuretherearenoweaklinksinthechain
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OnlineyouhavetobetransparentandhonestBrandcultureshouldbereflectedinthemarke9ng.Trytopickuponbitsofyourpersonalitythatalreadyexist
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FishwherethefishareBesocialGivepeoplethetoolstospreadyourmessage
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Agoodideacangoanywhere.Ifyouwantakillersocialmediastrategy–youneedakilleridea
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Butonline,it’snotjustaboutsayingstuff.Youhavetobackthatupbydoingstuff.
Broadcastmediabothonlineandoffline–isverygoodatsayingstuff{PRESSBUTTON}
Digitalispar9cularlygoodatdoingstuff.Thingslikeapps,widgets,communi9es&socialnetworksallhelpfulfillthebrandpromise
It’saboutamplifica9on.
Aseamlessdigitalexperiencerunningthroughanyworkwillgiveitagreaterhalflifeandmaketheassetsworkharder.
Ideallythisiscombinedwithrealexperiencesthatevidencethebrand’svalueinapersonalway.
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Wedobuildtheoddwebsite!Butul9matelyweproposewhatwethinkisthebestsolu9onforyourbusinessandhopetoprovethatbydeliveringadecentReturnonInvestment.
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Indoingsowehopetobringyouclosertoyouraudience.
RecodeDecodeisagreatexampleofthisinac9on
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HANDOVERTOANDREA:
Goodmorning,mynameisAndreaCarrandI’maContentManagerintheV&Awebteam,whichispartoftheMuseum’sPublicAffairsDivision.IwasontheprojectteamthatworkedwithSaintondevelopingtheonlinepresenceforDecode:DigitalDesignSensa9ons,anexhibi9onthatwasondisplayatourSouthKensingtonsitefrom8December2009to11April2010.(andifyoudidn’tmanagetocatchtheshowthen,itiscurrentlyontourattheGarageCenterforContemporaryArtinMoscow).
Sinceitsfounda9onin1852,theVictoriaandAlbertMuseumhasbeendedicatedtotherecogni9on,cura9onandencouragementofcrea9vity.Inmoremodern9mesoneofourkeystrategicobjec9vesis,andIquote:“Topromote,supportanddeveloptheUKcrea9veeconomybyinspiringdesignersandmakers,andbys9mula9ngenjoymentandapprecia9onofdesign.”,andthisobjec9veissomethingthatwekeepverymuchfrontofmindwhenembarkingonnewprojects.
Ini9allytheDecodeexhibi9onpresenteduswithachallenge,asthetargetaudiencewewantedtoconnectwithwasnotatradi9onalV&Aaudience–predominantlymale,agedbetween18‐30andwithaninterestinnewmedia.Theexhibi9onwasco‐curatedbynoteddigitalcrea9vityini9a9veonedotzeroandwewerekeenthatmembersofthedigitalartanddesigncommunityfeltsomeemo9onalownershipoftheexhibi9on.
However,fromthischallengecameseveralexci9ngopportuni9es,thefirstofthesebeingtheins9ga9onofthefirstfullyintegratedonlineprojectinvolvingthewebteam,Marke9ngandtheexhibi9oncurators.
Fromtheoutsetwewerestronglyconvincedoftheneedtoproduceawebsitecentredaroundtheconceptofcollabora9onandcrea9vity,andthathadtohaveasophis9ca9onandcupng‐edgeappeal,ifweweregoingtoachieveouraims.
TherewerethreemainkeymessagesthatwewantedtotranslateintoDecodeonline:
1)Thatitwasanexhibi9onthatbrokenewgroundandwasthefirstofitskindforamajorUKmuseumorgallery.
2)Thattheexhibi9onallowedinterac9onthatwasbothplayfulandemo9onallyevoca9ve
and,perhapsmostper9nentlyinviewofthesuccessofRecodeDecode,
3)Thattheexhibi9onexploredtheimportanceofcollabora9veprac9ce;fromdesignersworkingtogether,toaglobalonlineaudienceinterac9ngwithelementswithinthesite.
WeappointedSainttotheprojectareranumberofextremelystrongbidsfromotheragencies.Oneofthereasonsforourchoicewastheirdualstrengths:freshandinnova9vecrea9vecoupledwithexperiencedandsuccessfulmarke9ngknowhow.Unsurprisinglyhowever,itwastheRecodeDecodeideathatsealedthedealforus.Itimmediatelystruckallofusasbeingtheidealcombina9onoftheexhibi9on’skeymessagesyetbeingmorethanthesumofitsparts.ItistoSaint’screditthatweneverfeltasthoughweweretakingachancewiththisidea‐–italwaysfeltliketherightthingtodofortheexhibi9on.
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Allonavery9ghtbudget
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Theexhibi9onitselfprovidedarichsourceofinspira9on.Weknewtherewere3keythemesthatitwasgoingtoexplore:
CodeasaRawMaterialwouldpresentpiecesthatusecomputercodetocreatenewworksinthesamewayasculptorworkswithmaterialssuchasclayorwood.Thissec9onwouldlookathowcodecanbeprogrammedtocreateconstantlyfluidandever‐changingworks.Worksinclude:OnGrowthandForm(hsp://www.danielbrowns.com)Houseofcards(hsp://www.aaronkoblin.com)
Interac2vitywouldlookatdesignswheretheviewerdirectlyinfluencesthework.Visitorswouldbeinvitedtointeractwithandcontributetothedevelopmentoftheworksondisplay.Manyofthemaresensoryandshowdesignersplayingwiththeboundariesofdesignandperformance.Worksinclude:Oasis(hsp://www.everywhere.kr)Tree(hsp://www.simonheijdens.com)
TheNetworkwouldfocusonworksthatcommentonandu9lisethedigitaltraceslerbehindbyeverydaycommunica9ons–blogsinsocialmediacommuni9es,mobilecommunica9onsorsatellite‐trackedGPSsystems.Itlooksathowadvancedtechnologiesandtheinternethaveenablednewtypesofsocialinterac9onandmediaofself‐expression.Designersreinterpretthisinforma9ontocreateworksthattranslatedataintostrikingforms.Worksinclude:WeFeelFine(hsp://www.wefeelfine.org)FlightPaserns(hsp://www.aaronkoblin.com)
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Themaindriveforourcrea9veideawasthebeliefthatthisformofartcamefromacompletelydifferentplacethatmoretradi9onalformsofartinagallery.Tradi9onally,artistheretobelookedat,enjoyed,butkeptatadistanceandonthewholeunchanging.WewereveryawarethatalotofthepiecesondisplayatDecodewerequitetheopposite.Theyweretheretobeplayedwith,touched,experiencedinawaythataffectstheartitselfandviewersexperiencesofit.Thisopennessandaccessibilityresonatedwithus,itfeltalmostopensourced.
Alsowhatstruckachordwasthatmanyofthepiecesofworkusedplauormsandprogramminglanguagesthatwereindeedopensourced.KarstenSchmidtforexampleusesalanguagecalledProcessingthatisverymuchcommunitydriven.Codeisshared,builtupon,revisionsmade,andcon9nuallyoffereduptothegroup.
Thefinalinsightthatwehadwasregardingtheinvolvementofapor9onofouraudience‐thegeeks.Geeksliketoshowoff,programmersliketosolveproblems,andthear9stsonshowwereheroestomany.Weknewthatifwetargetedthepor9onofouraudiencewhowereonthegeekspectrum,andinvitedthemtoshowoff,theycouldhelpusspreadthewordorganically.
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Withtheseinsightsinmindandareasonablysmallbudgettoplaywith,wedecidedtoputapieceofdigitalartattheheartofourmarke9ngcampaign,givepeopleaplauormwithwhichtoimmersethemselvesinthework,andforthosewhowishedto,actuallychangetheartworktosharewiththeirownnetworkofpeople,providethemwithsocialcurrencyoftheirown.
Wewantedthemarke9ngtoreflecttheaudienceandtheexhibi9oncontentasmuchaspossible.
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Sooutofthisstrategy,RecodeDecodewasborn.
WiththehelpoftheV&A,KarstenSchmidtwasenlistedtocreateabespokepieceofgenera9veartthatwouldsolelyliveonline.AllofhiscodewasmadeavailableviatheGoogleCodeplauorm,andviaasmall,targepngsocialmediastrategy,weengagedthosepeoplewhowethoughtwouldbebestequippedtoengageinthis.
BydoingthisweofferedthosewhosubmisedaRecodedversionoftheuniqueartworkthechancetobeatthecentreofouron‐goingmarke9ngcampaign,andtohavetheirartworkhungvirtuallyontheV&ADecodemicrosite.Asimpleideawhichplayeduponkeyinsightsaboutouraudienceandtheirpassions.
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Checkoutthevideohttp://bit.ly/bo3xQ6
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Thedynamicandengagingquali9esofdigitalensuredthatthecampaignremainedbuoyantdespiteitslimitedbudget,throughcrea9nganexperiencethatpar9cipantswouldwanttosharewiththeirfriends.
DigitalwasalsousedasabroadcastmediumasthebestRecodeswereshowcasedondigitalscreensonTheLondonUndergroundandthenewlyopenedWes>ieldShoppingcentre.WealsousedAugmentedRealitybarcodestogivepeopleasneakpreviewoftheexhibi9onandtodrawpeopleonlinefromaprintedinvite.
S9llsofthedigitalartworkwereusedinallotheraspectsofthecampaignsuchastheprintworkandinvites,toensurecrea9vecon9nuityandenableinstantrecogni9onofRecode|Decode.
DigitalPRwasalsoanessen9alpartofthecampaign,usingafinelytunedbloggeroutreachstrategywewereabletospreadtheRecodemessageto1.59millionpeopleonlinewithminimalcost.Throughtarge9nginfluencersinthefirstinstanceandgivingthemapreviewoftheexhibi9onwewerealsoabletogivethecampaignpopularcredencethatitmaynothaveotherwiseenjoyed.
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Exhibi9onasendancecompletelyexceededallexpecta9ons,thecampaignhelpedasract95,000peopletotheexhibi9on,over230%ofouroriginaltarget.
‘Recode|Decode’garneredsignificantcoverageinpress,includingNMA(siteoftheweek)ShotsandCrea9veReview;howeverwewereequallypleasedtoobservethedelugeofconversa9onthattookplacearoundtheconceptonblogsandviaTwiser.Therewereatotalof1,122featuresacrosssocialmediachannelsand69featuresacrossonlinenews/industrypublica9ons.
Theonlinecampaignreachedatotalof1.57muniqueusersonline.Byinvi9nganewyoungeraudiencetotakepartintheexhibi9on,Recodehasgiventhemnewreasonstoconnecttooneoftheworld'sgreatestartins9tu9onslikeneverbefore.
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Justafewoftheaccoladesitreceived.Butwedon’tcareaboutthat.
Whatreallymasersis…….Nextslide
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AnicefatROI
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Whichmakesforahappyclient
HANDOVERTOANDREA
TheresponsetotheRecodeDecodeprojectwasoverwhelminglyposi9veandwebelieve,successfulinengagingourtargetaudiencenotonlyintheUKbutalsoglobally.Italsoworkedwellwiththeothersocialmediaaspectsoftheexhibi9on’sonlinepresence–apageontheDecodewebsite(which,weareproudtosay,wasaNewMediaAgewebsiteoftheweek)broughttogetherauthoredandusergeneratedcontentfromTwiser,FlickrandVimeo.Evenifpeopledidn’tactuallyrecodeDecode,thefactthattheV&A,ana9onalmuseum,hadins9gatedsuchaprojectgaveboththeexhibi9onandtheins9tu9oncredibilitywiththedigitalcognoscen9.Wearedelightedthatsomanypeopleshareourenthusiasmandhighregardfortheproject,andhopethatitssuccesswillengenderfurthersuchinnova9vedigitalworkattheV&A.
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