Phase 1:
Tik’It Up Workshop of Product Strategy in collaboration with DDB and Zurich Connect
Phase 2:
Personal Projects By Nora Mosley and Chiara Pieri
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN CHIARA PIERI MASTER IN VISUAL BRAND DESIGN AT DOMUS ACADEMY MILAN ACADEMIC YEAR 20/21
PROGRAM LEADER ELISA CHIODO PROJECT LEADER STEFANO CARDINI
INTRODUCTION
INTRODUCTION
HOW IT ALL STARTED?
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
INTRODUCTION
THE BRIEF A marketing campaign themed surgical masks
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
INTRODUCTION
OUR IDEA
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
INTRODUCTION
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
INTRODUCTION
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
INTRODUCTION
DIGITAL ASPECT
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
INTRODUCTION
DIGITAL ASPECT Content creators Social media channels User Generated Content
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
WHAT IS A DIGITAL MARKETING CAMPAIGN
WHAT IS A DIGITAL MARKETING CAMPAIGN
A MARKETING STRATEGY ACROSS ALL THE DIGITAL CHANNELS WHERE CONSUMERS ENGAGE WITH A BRAND, USUALLY FOR THE PURPOSE OF IMPROVING A COMPANY’S CONVERSION RATE.
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
WHAT IS A DIGITAL MARKETING CAMPAIGN
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CASE STUDIES AND THE CREATION OF THE MODEL
CASE STUDIES AND THE CREATION OF THE MODEL
ICE BUCKET CHALLENGE A VIRAL CASE
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CASE STUDIES AND THE CREATION OF THE MODEL
ICE BUCKET CHALLENGE: A VIRAL CASE
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CASE STUDIES AND THE CREATION OF THE MODEL
AIRBNB AND THE 2015 PLOT TWIST Youtube Video Campaign
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CASE STUDIES AND THE CREATION OF THE MODEL
LIDL FAN COLLECTION: SOLD OUT Contest Scarcity model Style the Media
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CASE STUDIES AND THE CREATION OF THE MODEL
IBC
AIRBNB
LIDL SNEAKERS
SIMPLE
EXPERIENCES
INTERACTION
FAST
EMOTIONAL
SCARCITY MODEL
EMOTIONAL
USG
TREND
UNUSUAL
TIMELESS
MEDIA
CHALLENGE HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CASE STUDIES AND THE CREATION OF THE MODEL
DIFFUSION
REPRODUCIDIBILITY
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
THE MODEL USG TIMELESS INTERACTION SCARCITY MODEL TREND MEDIA POWER
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CASE STUDIES AND THE CREATION OF THE MODEL
THE THREE WINNERS CHALLENGE EXPERIENCES SCARCITY MODEL
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
APPLICATION TO TIK’IT UP
APPLICATION TO TIK’IT UP
CHALLENGE EXPERIENCES SCARCITY MODEL
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
CONCLUSION
CONCLUSION
ESSENTIAL
STOP CRITICIZE
HOW TO GET AWAY WITH A SUCCESSFUL DIGITAL MARKETING CAMPAIGN
Chiara Pieri - Master in Visual Brand Design at Domus Academy 20/21
THANKS FOR YOUR ATTENTION