Hello!

My name is

Rafaela Moroe
I am 26 years old and I am social media specialist at Wunderman Romania

I have more than 6 years experience in the digital advertising and I would like to present you the most important projects I have coordinated.

CLIENT

AGENCY

Product campaign

October 2012

Ford B-MAX launch

Objectives

Create awareness and generate test drive submissions for the new Ford B-MAX. Associate the new Ford B-MAX with one of the most ingenious local artists and present the benefits of the car through him: the sliding doors and the 1.0 l EcoBoost engine. Adapt and promote the international assets for the B-MAX launch in Romania. Create the social media strategy; Create the content calendar for the campaign launch; Upload and manage the campaigns content; Collaborate with the media agency for the paid media campaign. The 1st video with the local endorser, published in September, became the 2nd most viral content on local Ford social channels (YouTube and Facebook) while The 2nd video, published in October, became the 3rd most viral content on Ford social channels. The YouTube channel views increased in the 3 months campaign with 150%. The photo album The new Ford B-MAX. Behind the scenes was the most engaging content of the Facebook page since its beginning.

The idea

My implication in the project:

Results

Product campaign

Ford B-MAX launch

October 2012

The new Ford B-MAX commercial: Video 1 local endorsement: video 2 local endorsement:

http://www.youtube.com/watch?v=TyoF8uCni9w http://www.youtube.com/watch?v=3mGbtM5Dkc4 http://www.youtube.com/watch?v=UtAMJXwBWRE

Brand campaign

May 2012

Ford Go Further

Objectives

Highlight the new tagline Go Further, by presenting to the audience the most innovative Ford cars. Launch both on TV and on social media the TVC presenting Ford Mustang and inviting users to access a dedicated microsite gofurther.com, where there were displayed the most innovative Ford cars. Localizing the content of the campaign; Managing the content of the campaign: YouTube, Facebook, Twitter; Monitoring and maintaining the conversation with the users on Ford social media channels; Collaborating with the media agency for the paid support of the campaign. Increasing the number of fans on page with 33% in one single day, as it lasted the campaign. Mixing 2 different communication channels for the first time in Ford Romanias advertising (social media synchronizing with the ATL)

The idea

My implication in the project:

Results

Brand campaign

Ford Go Further
May 2012

Primary Brand campaign

Ford. Real World Challenges

February 2012

Objectives

Engage the internet users with the brand, by presenting them the outstanding technologies of Ford. Create a user generated content campaign, asking the users to challenge Ford technologies. Localizing the content of the campaign; Coordinating the creative department for the local assets; Managing the technical team for the campaigns tab implementation; Uploading and managing the content of the campaign: video, photo albums, polls, updates; Collaborating with the media agency for the paid support of the campaign: providing the advertising strategy (the target group, the ads display preferences) and the ads (images and copywriting). Ford Romania increased from the 8th place on the 5th place in top social auto brands from Romania. For the first time since launching the Facebook page, Ford Romanias engagement rate reached 14%.

The idea

My implication in the project:

Results

Primary Brand campaign

Ford. Real World Challenges

February 2012

CLIENT

AGENCY

Product launch campaign

Jack Daniels Winter Jack

November 2012

Objectives

Develop a product launch campaign that delivers a message focused on the new product and Lynne Tolley`s - the inventor of Winter Jack's recipe, visit in Romania. Create a communication campaign that emphasize Lynne Tolley`s presence in Romania, in her quality as great grand niece of Jack Daniel and also as the person who came up with the recipe of Winter Jack, based on the tagline The winter flavor comes from Tennessee and using as tools PR exposure, Facebook communication and a Facebook fans party. Create the social media strategy; Create and implement the content calendar (teasing and reveal); Coordinate the creative team to develop the social media assets; Organize a live Q&A session on Facebook with Lynne Tolley about the product; Invite and organize a party with the most active Facebook fans of Jack Daniels to taste the new product in premiere; Invite at the press conference 20 key local bloggers, fans of Jack Daniels and endorsers of the brand. The campaign organically engaged 26% of the Facebook fans and generated 15 free blog posts.

The idea

My implication in the project:

Results

Product launch campaign

Jack Daniels Winter Jack

November 2012

Brand campaign

Jack Daniels Birthday Campaign

September 2012

Objectives

Develop a Birthday campaign that delivers a simple message focused on celebrating Mr. Jacks Birthday and the independent spirit behind this great whiskey. Some stories begin and end with the paper theyre written on. Ours begins with Mr. Jacks birthday. We dont anticipate an end A famous contemporary writer started the first chapter of a story that the Facebook fans of Jack Daniels had to continue it. Create the social media strategy; Participate at the internal brainstorming with the creative team for the campaigns concept; Coordinate the creative team for the design of the application, the media campaign (standard banners, site branding and Facebook ads); Test and launch the application; Create and implement the content calendar to support the campaign; Collaborate with the media agency for the media campaign (sending and optimizing the assets, analyzing the performance of the campaign, reporting the results to the client) During the campaign, in September 2012, Jack Daniels Romania Facebook page was on the 2nd place on Top 10 brands by average engagement rate in Romania and on the 5th place on Top 10 brands by daily page engagement rate in Romania (Socialbakers.com)

The idea

My implication in the project:

Results

Brand campaign

Jack Daniels Birthday Campaign

September 2012

CLIENT

AGENCY

Online Branding campaign

Cyprus in your heart

May- June 2011

Objectives

Brand awareness and brand favorability for the local Cyprus tourism. Increase the touristic interest for Cyprus in Italy, France, Sweden and Russia. Create a multilanguage microsite with specific message for each country. Develop a Facebook campaign with engaging content and applications. coordinate the technical team for developing the projects microsite; Coordinate the creative department for elaborating the banners with specific concept for every country; Project management of the Facebook applications (a trip planner application and a Facebook contest based on user generated content); Implement, optimize and report the Facebook ads campaign. During May- June, the landing page registered 9,316 daily unique visits. The Facebook page increased its fans base with 400% in the 3 months of campaign.

The idea

My implication in the project:

Results

Online Branding campaign

Cyprus in your heart

May- June 2011

CLIENT

AGENCY

Email marketing campaigns

Vodafone
May- July 2011

Objectives

Awareness for the Vodafone consumers offers and conversion for the national website. During 6 months, I coordinated 10 emailing campaigns with owned double opt-in database. My work included: Create the brief for the creative department and supervise the process; coordinate the technical department for the implementation of the newsletters design; Account management; Testing; Newsletters sending through the email application Oem Pro; Reports extract sent to the client with further explanations of the conversion rates. Achieving a unique open rate between 17% and 40% and a click through rate between 11% and 25%.

My implication in the project:

Results

Email marketing campaigns

Vodafone
May- July 2011

CLIENT

AGENCY

Email marketing campaigns

September 2010/ April- November 2011

UniCredit Bank

Objectives

Generate conversions on the website for consumers offers; Awareness for the new products and services. Create the brief for the creative department and supervise the process; coordinate the technical department for the implementation of the newsletters design; Account management; Testing; Newsletters sending through the email application Oem Pro; Reports extract sent to the client with further explanations of the conversion rates. Achieving between 20% and 30% response rate with the email marketing campaigns. The email campaigns registered the highest performance among all the other marketing tactics (SMS, telemarketing and direct mailing).

My implication in the project:

Results

Email marketing campaigns

UniCredit Bank

September 2010/ April- November 2011

CLIENT

AGENCY

Developing Facebook page

April- November 2011

Zepter

Objectives

Develop, plan and implement the first official Facebook page of Zepter which will act as primary engagement tool for Zepter sales reps and Zepter target audience. Create a Facebook page that gathers the corporate website into a user friendly manner, keeping the most important elements of the business in the following order: Like us, Join Us and Zepter brands. Manage design and build the Facebook page; Prepare and publish the daily conversation calendar; Prepare the strategy for the online recruitment of sales force. Increase the European sales force registration with 10%. Increase the website traffic with 40% in the first 2 months, thanks to the Zepter brands tab and to the Facebook wall content.

The idea

My implication in the project:

Results

Developing Facebook page

Zepter

April- November 2011

CLIENT

AGENCY

Engagement campaign

November 2010- March 2011

Air Caraibes

Objectives The idea

Improve the quality of the Facebook page and increase the clients satisfaction Optimize the design and the content of the Facebook page, turning it into a user friendly area of communication with the brand. Create a special tab where users could start the booking process directly from Facebook. Optimize the Facebook page and create the Facebook strategy; Give indications for the optimization of the consumers website, from social media point of view (integration of social plugins); Project management of the Facebook tab (supervise design, implementation, account management); Project management of the Facebook ads campaign (briefing the creative department, setting the campaign, optimizing, reporting) The Booking Facebook tab registered 5.000 unique clicks in 2 months; The Facebook ads registered a click through rate of 10%; The Facebook page increased the number of fans with 200% in 2 months.

My implication in the project:

Results

Engagement campaign

November 2010- March 2011

Air Caraibes

THANK YOU!
rafaela.moroe@gmail.com Mobile: +4 0734.597.519 Skype: moroe.rafaela
Also visit my LinkedIn profile:

www.linkedin.com/in/rafaelamoroe