The Flip

Monday, 01. 26. 2009  –  Category: Case Study

Pure Digital Technologies produces Flip Video, a line of digital camcorders designed to revolutionize how everyday consumers shoot and share video. These simple and affordable devices feature a major advance in video sharing technology combined with an ultra-portable design and easy video capture and editing. Enversa (formerly The Leadstream) entered an agreement with Pure Digital to accomplish three objectives: Increasing sales through multiple methods of online media and partnerships, negotiating/re-negotiating current media agreements involving the Flip, and designing new creative and media strategies for seasonal campaigns. Click here to read more…

By early April, Enversa had renegotiated The Flip’s agreement with MySpace, yielding ownership rights to the Flip for several new naming conventions within the MySpace network , non-compete agreements for all ads run on The Flip’s MySpace page, lower CPM rates for future Flip MySpace media buys, and increased traffic to the Flip’s MySpace page – including responsibility for 44% of the site traffic on a record traffic day during the first week of April.

Advertising Objective Determination
Enversa (formerly The Leadstream) leveraged its expertise in social media and viral marketing to determine appropriate networks and sites on which to run display advertising in order to hit the family and individual consumers who use digital technology to record all of life’s moments.

Online Media Management
The Leadstream consulted with Pure Digital and took over responsibility for managing and renegotiating existing MySpace advertising media contracts. As mentioned above, the Leadstream was able to secure competitive advantages for the Flip (no competitive ads on the Flip’s MySpace community page), increased site traffic through optimized media placements, and gain ownership of all Flip URL extensions on the MySpace network.

Broadcast Media (Radio) and Outdoor Marketing and Media Services The Leadstream undertook a study of offline media placements and their effectiveness in generating sales for Pure Digital’s product suite. At the conclusion of the study, the Leadstream recommended the following initiatives (and relevant tactics and strategies) for Pure Digital as it looked to boost sales specifically for The Flip and The MINO: Billboards, Taxi top displays, Metro transit vehicles, Airport displays, Night club oriented advertising, Event sponsorships, Mobile/SMS marketing, Radio personality endorsements, University focused i.e. sorority/fraternity, collegiate activities, and student travel – i.e. holiday break/spring break.

Message Decision Creation

Based off our Advertising evaluation efforts, the Leadstream developed a “Back to School” multi-variant strategy with creative focused on actionable messages occurring during targeted event and season-focused campaigns featuring full Pure Digital product portfolio, including The Flip and Mino cameras. These variants included Sale at site, Sale at retailer, Cost efficient branding, and Peer to peer sales. Additionally, The Leadstream developed a series of messages for implementation with a Social Buzz marketing plan. They included blogging initiatives, word of mouth, guerilla marketing, product advocates/brand evangelists.

Advertising Evaluation
The Leadstream conducted a competitive analysis of the small electronics category with focus on Q3-Q4 ’07 holiday trends. The purpose of this evaluation was to discover various market trends and gain the appropriate level of insight into other Flip competitors in the space. As a result, The Leadstream was able to bring to the Flip an awareness and understanding of the competitive landscape and a corresponding strategy for accessing and exploiting new avenues of advertising heading into 08’.

Tangible Benefits:

1. Considerable cost savings on re-negotiated MySpace agreement
2. Increased site traffic to Flip’s commerce page
3. Provided new technology for online commerce page of Flip site
4. Conceived and designed new creative assets for The Flip