Andrea Kovács, Senior Strategic Planner, a.kovacs@mito.hu July, 2020 · 5 min read
Just as Covid-19 was appearing in Hungary The Coca-Cola Company decided to pause their commercial advertising activities and focus on supporting people through the pandemic. Locally our clients chose to actively participate in helping people so they handed over their communication channels, the time and resources of their own team and their agencies to the Hungarian Red Cross. As a communications planner it is one of the most challenging tasks to start to communicate a new brand from one day to another, especially in a crisis situation. Even though it was challenging, this project brought a sense of purpose in our lives while staying in lockdown. It also brought fantastic people together to act as one.
If you have ever suggested a social media takeover in a project then most probably you are familiar with the biggest concern as to what a stranger might do to the integrity of your brand. It’s a flight risk, so you have to work closely with your collaborators to build brand values, maintain coherence and avoid reputation issues.
In our case the ultimate takeover went down in the midst of a nightmare in only a few days and affecting not one brand, but the entire Coca-Cola brand portfolio.
We welcomed the Hungarian Red Cross to Coca-Cola, Fanta, Fuze Tea, Cappy and Naturaqua channels. Our task was to build brand relevance for the Hungarian Red Cross in our already exiting communities. So in this takeover project being in control wasn’t our concern as we were working closely together with Hellenic Bottling Company and The Coca-Cola Company on creating content for these channels.
The challenge was to stay relevant and provide real help while not making any mistakes, as the smallest one would have caused a backlash for all the brands.
Most of the world was in the same shoes and everyone was on the edge talking about the same issues. In this situation it is easy to simply disappear in the ocean of communication or slip and do something irrelevant or wrong for people.
We decided that during this take over we will insist no matter what, to the one thing that for us is the most valuable: our communities.
We wanted to help people in a relevant way, so they can truly profit from what we do. We took our brand portfolio, laid out all of our brands’ purposes and its audiences so we could find concordance amongst the functions of the Hungarian Red Cross and the needs of our brand communities. This unison gave us the confidence that what we do will be helpful and welcomed on our channels.
When a brand supports a social cause it is fundamental to act not just to communicate. Besides Coca-Cola’s donations we strove to turn each and every piece of communication into an act as well. This is why influencer content lead with examples for the youth about how to help the elderly. Pamkutya one of the most famous Youtubers in Hungary helped their elderly friend, Hide the Pain Harold with shopping, exercising at home etc. Branded video content helped teenagers cope with stress by inviting professionals and relatable influencers into our online talkshow series. Each and every social media post was thoroughly researched and reviewed to provide novel and widely useful information about the issues of Covid-19.
The Hungarian Red Cross TV commercial by The Coca-Cola Company featuring influencers Hide the Pain Harold and Pamkutya
In a heightened sense of fear, the smallest error or inaccuracy can drive people mad and evoke an outcry against a brand. And here we were taking not one but 5 brands to unknown territory by shifting the entire communication for a social cause about a pandemic that months later we are still just trying to figure out. Back in March, we quickly educated ourselves about the international pandemic practices and lockdown principles. We began to read through the constant influx of information on Covid-19 from organizations all over the world. And then read again, ask lots of questions, research and review every material with the help of our brilliant colleagues at the Hungarian Red Cross. Despite our thorough work, the social media team still faced slight repercussions. I am confident that we did a great job altogether and both the Hungarian Red Cross and our brands remained intact in the process.
In under 3 Months we created tremendous content and garnered hundreds of thousands of views. We successfully raised positive sentiments in our communities and our efforts were welcomed throughout our channels. The Hungarian Red Cross also highlighted that the approach we took to help teenagers was ground breaking and they will try to keep elements of it in their work for the future.
Our world is different now than it was only a few months ago. An article of a takeover in communication would have been something different. It would have been about a great adventure for a brand that allowed itself to immerse into an exciting experience with a new guide. Instead it became a part of a somewhat life altering experience as Covid took over the world and we all put our best foot forward in an effort to help our communities.
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A kosárlabda csapatok 5 fős felállásban játszanak. A nevezett csapatokat csoportokba osztjuk, a sorsolást a tornát megelőző héten minden csapat részére kiküldjük. A mérkőzéseket hivatalos játékvezető vezeti. A mérkőzések egy pályán zajlanak. A csoportok első két helyezettje az egyenes kieséses szakaszba kvalifikálja magát. Az egyenes kiesés szakaszban a csoportmérkőzések során első helyezett csapatok a másik csoport második helyezettjével játszanak, ezt követően a vesztesek a harmadik helyért mérkőznek meg egymással, majd a győztesek vívják a döntőt.
Csapatlétszám: 5+1 fő.
Játékidő: 2×10 perc (szünet nélkül térfélcserével)
A mérkőzéseket 3×2 méteres kapukra játsszuk.
Page speed has become an important factor for website owners and SEOs since Google began focusing more and more on user experience factors. If companies don’t adapt to this new mindset, they will lose their organic power.
Nokia has experienced an extensive page load time on most of its pages, but lacked proper measurable information about the performance of the website. It is challenging to adapt site-wise technical modifications without understanding what is really behind the curtain.
Mito introduced a multifactor, multi locational-targeting page speed measurement and reporting system across different devices.
Our focus was to develop a measurement system from scratch that is able to report on different page speed KPIs so we can better understand what additional analyses are needed to increase the pages’ performance. We did not only focus on a page level measurement, but also grouped pages to page types that assists us in making more educated assumptions.
We paid attention to location modularity in order to extend the number of analysed locations to additional countries by adding new Virtual Machines to our framework.
We are able to measure different KPIs on both mobile and desktop so we can see how the site performance is realized across devices.
Our measurement system and dashboard provided us insights on what type of elements of the different page types might cause low speed performance and it helped us to further analyse the loading curve, just as the opportunities in Google PageSpeed Insights recommendations for the different page types.
We set up the measurement system and the dashboard that reports on website performance and opportunities.
Through properly tracking the page speed improvements, Nokia becomes a more powerful organic participant in the telco market in Google search, while they provide a better user experience for their visitors.
An international business of this size requires a comprehensive measurement strategy including responsible data collection, consistent management of tags and measurement codes, personalized website tracking and purposeful conversion rate optimization (CRO).
We kicked off Analytics projects from January, 2020, beginning with extensive Google Tag Manager and Google Analytics audits. Besides inspecting the different system settings, we also optimized the measurement and pixel implementation processes within Nokia in order to increase efficiency and reduce implementation periods.
After the key adjustments and process harmonization, we have moved forward and started to work on the website and landing pages’ efficiency, including several conversion rate optimization tasks such as heatmap analysis and A/B testing.
Nokia is receiving continuous support from our analytics team to ensure the client’s measurement and data is reliable. Due to streamlined processes, implementation periods are shorter and we eliminated unnecessary website tracking codes which cause longer loading times.
Nokia launched a digital campaign to educate the market that their industrial-focused LTE solutions are the key in accelerating the ultimate benefits of digital transformation and realization of the fourth industrial revolution.
The goal: to build brand awareness and create demand for Nokia private Industrial Wireless solutions in new vertical markets, especially infrastructure or asset-heavy industries where digitization has been mostly restricted to point solutions without general network connectivity.
We’ve developed a multi-touch global digital media campaign, which covered the entire user journey of business leaders, from education to making a business decision.
Our main goal was to make Nokia visible on a large scale through automated solutions and smart targeting to reach people when they are reading, talking, learning about or searching for private wireless networks.
To archive this, we’ve utilized the combination of digital media platforms, including industry specific content sponsorships, social media ads, paid search, programmatic hyperlocal and Digital out-of-home ads in front of target company HQs. We’ve made sure that when our key audience is browsing the web, using social media on their phones or just walking outside of their offices, they see a relevant Nokia ad.
The campaign has reached over 80 000 business decision makers and influencers in 3500 target companies, across 5 industry verticals globally.
Private wireless solution specific brand search volume increased by 70% during the campaign period (YoY). In Q2 and Q3 2020, Nokia Enterprise had a double digit year-on-year growth in net sales and new customers.