And “Dawn Saves And “Dawn Saves Wildlife”Wildlife”

And “Dawn Saves And “Dawn Saves Wildlife”Wildlife”

Dawn in the NewsDawn in the News

“Dawn Eyes Facebook for Cause Marketing”, by Elaine Wong, BrandweekAug 3, 2009,

“One of our top take-home lessons is to keep the line between branding and cause clear. While Dawn is the driving factor behind the program’s success, it is ultimately the passion for wildlife conservation that drives the consumer. It’s important for brands to view these programs as organic, with momentum built by consumer passion,” she said. Baba added that Dawn is looking to position its microsite as “the authoritative Facebook page for environmental cause, support and discussion forum.”

P&G home care rep Susan Baba

Dawn Campaign ObjectivesDawn Campaign Objectives

• Successfully Enter Social Media by Successfully Enter Social Media by leveraging Facebookleveraging Facebook

• Develop online community around wild life Develop online community around wild life conservation using Facebook fan page title conservation using Facebook fan page title “Everyday Wildlife Champions”“Everyday Wildlife Champions”

• Support Dawn’s limited edition packaging Support Dawn’s limited edition packaging that donates $1 per bottle purchased up to that donates $1 per bottle purchased up to $500k to the Marine Mammal Center and the $500k to the Marine Mammal Center and the International Bird Rescue Research CenterInternational Bird Rescue Research Center

• Promote the cause over the brand to Promote the cause over the brand to maximize a consumers’ passions for wildlife maximize a consumers’ passions for wildlife conservation.conservation.

• RY integrated the brand into an already RY integrated the brand into an already existing app with a large active user baseexisting app with a large active user base

• The application provided engagement with The application provided engagement with the brand AND the cause plus had viral the brand AND the cause plus had viral engagement that would spread awareness engagement that would spread awareness even further even further

• We able to provide a transparent list of We able to provide a transparent list of applications where banners would runapplications where banners would run

• Targeting and Reach with 10M U.S. F25-54Targeting and Reach with 10M U.S. F25-54

Why RY Won the DealWhy RY Won the Deal

Custom Tab on Pieces of FlairCustom Tab on Pieces of Flair

Users can SAVE oil-covered animals by clicking on the “clean me” button.

Custom Tab on Pieces of FlairCustom Tab on Pieces of Flair

Once the button is clicked, there is a flash animation with Dawn branding.

Custom Tab on Pieces of FlairCustom Tab on Pieces of Flair

Once the animals are cleaned with Dawn, users can adopt them or send the to friends!

Custom Tab on Pieces of FlairCustom Tab on Pieces of Flair

Users share their Dawn flair with their social graph, making the campaign very viral!

Dawn in Facebook FeedsDawn in Facebook Feeds

Dawn flair appears on user profiles and on homepage newsfeeds!

• 1,429,871 delivered impressions (Custom Tab)

• 3,448,194 delivered impressions (Custom Flairs)

• 6,333 total clicks to Dawn’s Facebook Fan Page

• Total Flair Interactions: 2,429,985

Sent: 1,788,284 Added: 641,701 Over 300k Flairs

added to user profiles

ResultsResults

728x90 social video ad unit expands to display video content that is sharable with friends

ResultsResults

Expanded unit displays video and uses facebook friend information to allow forwards to friends.

All sends are posted in newsfeeds Results:

• 2,571,657 delivered impressions (100% delivered)• Total Video Views: 320,683• 976 forwarded video clicks; 1,174 total clicks to client site

ResultsResults

Video Data Count25% Viewed 19,775 25%50% Viewed 13,625 17%75% Viewed 10,862 14%100% Viewed 9,163 12%

Completion Rate

Key ResultsDelivered Impressions 1,369,459Video Initiation Rate 5.77%Total Video Views 78,958

Video Distribution Summary• RockYou reached over 500k uniques• Delivered 1.4M video impressions• Had 79k user initiated video views, a 5.8% initiation rate• 43% of users watched at least half the video