Tuesday, 22 April 2014

Sunkissed London - MBA Digital Marketing Case Study



SUNKISSED LONDON:

MBA DIGITAL MARKETING CASE STUDY CHALLENGE

Produce a digital portfolio and an executive report that outlines a digital marketing plan and makes recommendations for a course of action for implementing a full digital marketing strategy on any topic.


SOLUTION

The request was accomplished by creating an online community, or tribe, called Sunkissed London: Cultivated Insights from a Global Community of Women Living in London, an inclusive and interactive online resource pertinent to the lives of global, multi-cultural women who have migrated to London to create a life anew.
The main promotional tactic of the campaign was the production and promotion of Unfiltered, a mini documentary, featuring women from the online community. The film
 was developed and positioned as ‘edutainment’ or educational and entertaining content to pique interest in the Sunkissed London community. The film premiered in March 2014 at Royal Holloway University of London and was subsequently released on YouTube.
To generate further buzz for the online community, an awareness campaign was devised and implemented.  


EXECUTED DIGITAL MARKETING TACTICS


Online Content Marketing on Facebook, WordPress Blog Development, YouTube Video Marketing, Documentary Production and Promotion, Online Buzz Generation through Instagram + Twitter, Experiential Event Production via the Unfiltered film premiere + promotional Sunkissed London photo shoots and Grassroots Marketing via Poster Flyering and Email Marketing.

RESULTS

Two month promotional period (February - April 2014):
* WordPress Blog Views: 775
* Total Facebook Likes: 252
o Facebook Daily Page Engaged Users (unique users): 3149
o Facebook Daily Total Reach (unique users): 30755
o Facebook Daily Total Impressions (total count): 71886
* Total YouTube Views: 625
o YouTube Estimated Minutes Watched: 1672
o YouTube Engagement: 29 likes, 10 comments
* Documentary Film Premiere Attendance: 40



TEAM 

Digital Marketing campaign and documentary produced by: Kelliann McDonald, Gabriel McKenzie, Rachel Hart; Filmed by: Ejovi Agarin; Directed by: Kelliann McDonald; Edited by: Kelliann McDonald.  (contact via http://uk.linkedin.com/in/kelliannmcdonald/ )
Overivew summary from the Sunkissed London web pages
Sunkissed London, an online community aligning women of diverse backgrounds, founded by three current Royal Holloway MBA students presents Unfiltered, a mini-documentary that captures the distinct views of a group of globally-influenced women as they craft a life for themselves in the UK.
Watch as the women speak openly about the highs and lows of leaving their homeland to create a life anew in London.


SunKissed London Founders:  MBA Kelli, Gabriel & Tammy
Filmed modestly in natural light to allow the genuine authenticity of each woman to shine through, Unfiltered will leave viewers with thought-provoking insight from a global community of women living and learning in London.
http://sunkissedlondon.wordpress.com/2014/04/02/photos-from-the-premiere-of-unfiltered-the-documentary/ 











Teaser video