Beruflich Dokumente
Kultur Dokumente
By Michaela McCole
MISSION STATEMENT
M2M have a very distinct set of values that underpin our approach to our clients, their business and our own. We are an agency that is defined by a culture of client service and brand immersion, fuelled by dedicated and passionate people. We seek to help clients get to where they want to go in the most immersive, effective and rewarding way for the business and personalities involved. Its why we put Your Business, Our Passion at the heart of everything we do.
CLIENT BASE
Estee Lauder LOVEFiLM Hewlett Packard Paddy Power
Yakult
Swatch Historic Royal Palaces UGG notonthehighstreet.com MAC Links of London
M2Ms Work
DEAR JOHN
The Challenge: Our business goal was to deliver a 5m box office for the release of the romantic movie 'Dear John'. The communications challenge however was three fold; the film starred Channing Tatum who was almost unknown; only 12% of women had heard of the book it was based on; and finally, it was being released during the Oscar season clutter. To become a romantic movie event for women, clearly we needed to build passion behind the film. Strategy and plan: Our strategy was simple, we would get young women to fall in love with Dear John, by fuelling their lust for Channing. We began by placing Channing at the centre of their social lives, through media on Facebook, MSM and mobile. This grew to include a promotion with E4; handpicked spots on TV to mirror their viewing; video and rich media on teen sites like Stardoll, MTV, Mizz and Bliss; a press promotion with Sugar, along with ads in Top of the Pops, Heat, More, the Metro and Look; a bespoke screening promotion with Kiss radio; a national 6 sheet package up weighted around high streets, mega 6 sheets to build excitement and even changing room panels to reach girls shopping together. Results: Dear John was the No.1 film at the UK box office in the week of release. We generated enormous buzz. It was difficult to find a women's magazine that was not talking about him! We knocked Clash of the Titans off the top spot it had held for 2 weeks. The film went on to deliver 5.5m at the UK box office, surpassing our target.
The Results: 13,934 Users interacted with the postcard creative. 1,629 people clicked through to the Estee Lauder website. Activity targeted to male audience drove 67% of all clicks. Fantastic sales.
Strategy and plan: Our ideas was to make skin tone the new wrinkles. We lifted 'hyperpigmentation' into the mainstream; building knowledge and understanding of the problem, credibility around the benefits and efficacy of the product in four ways:
We invited key influencers into conversation, getting them to try and talk about Even Better, making the link between better skin tone and an even better life. We gave women the means to test and better understand the product through online skin clinics and diagnosis centres. Exploiting existing relationships of trust, through partnering influential media brands Hyping the magic. Premium, eye-catching, innovative ideas (in proximity to 'counter') to communicate the revolutionary nature of the solution. Results: Even Better Clinical was the No.1 BEST SELLING SKU in May/June 2010 across all prestige beauty products. May/June sales targets smashed by 125%. 141 PR mentions YTD. 34,000 unique visitors to www.becomingevenbetter.co.uk
HP PHOTOSMART
Challenge: November 2009 saw the launch of HP's Photosmart range, fusing the benefits of professional quality photo printing with interactive "Touch smart" technology. Our challenge was to launch the range, generating desire for a product that sat within what had historically been a low interest category - printing.