Tim Letscher

Subaru: Dog Tested Mobile Challenge For the past 2 years, “Dog...

let5ch — Sun, 01 Apr 2012 00:00:00 -0500

Subaru: Dog Tested Mobile

Challenge

For the past 2 years, “Dog Tested” has successfully engaged experience seekers in an emotional way with a lot of brand personality. It works to pulse one of Subaru’s core passion pillars by emphasizing the human factor in dogs to create an emotional response.

With year three, how can Subaru continue to engage Experience Seekers and position Subaru as a brand for dog lovers, while deepening interaction with the brand?

Insight/Solution

While the Dog Tested campaign had many traditional campaign elements, to stand out in a crowded automotive field, Subaru had to innovate by providing tools to inspire storytelling and sharing to strengthen brand affinity that extended well past the life cycle of the traditional campaign.

We partnered with MapMyFitness to create the Subaru MapMyDogwalk. By integrating the Subaru brand into a healthy, daily and social activity we were exposing the brand to users’ friends with every Facebook post or Tweet. The brand became an API.

Results

The app received the highest rating (5 stars) in the iTunes store from 75% of the reviewers, with another 18% giving it 4 stars.
Over 60,000 downloads which spiked around launch date 1/20 and remained stable through most of campaign, spiking again around Westminster dog show. Notably, daily downloads have averaged almost 300/day following the campaign conclusion.
In-app Subaru mobile banners CTR was 0.92% compared to MapMy apps’ average CTRs from 0.30% to 0.50%
Subaru interstitial banner CTR was 8.64% compared to MayMy apps’ average CTRs from 1% to 5%

Klout Perk: Subaru Dog Tested CHALLENGE For the past 2 years,...

let5ch — Mon, 20 Feb 2012 00:00:00 -0600

Klout Perk: Subaru Dog Tested

CHALLENGE

How could Subaru reach dog lovers through a less traditional, more social channel?

INSIGHT/SOLUTION

By partnering with Klout, the standard for measuring online influence, we could identify dog and pet lovers who had a strong propensity to be vocal on their social networks like Facebook and Twitter. We offered a free custom Subaru dog blanket to the first 600 participants to claim the perk.

RESULTS

Demand for this KloutPerk was extremely high and the limit was reached in less than 24 hours
Through these 600 influencers, the campaign generated 5.5MM impressions, efficiently reaching a highly targeted, actively engaged audience.
Klout influencers engaged beyond the perks page with 70% visiting Subaru’s Dog Tested Facebook page.

Subaru: Share The Love Voting Challenge How to grow the Subaru...

let5ch — Thu, 29 Sep 2011 23:00:00 -0500

Subaru: Share The Love Voting

Challenge

How to grow the Subaru community on Facebook avoiding tactics that merely gain a “like” without true engagement?

Insight/Solution

Looking at the activity on Facebook for 2010, I identified engagement spikes that coincided with brand campaigns.

Focusing on one campaign, the Subaru Share The Love sales event, I developed a strategy for a program that did more than just push out content. Share the Love is an annual program during the holidays where Subaru donates money to the charity of your choice when you purchase a car.

For 2011, it made sense to involve the Facebook community, giving them the exclusive opportunity to choose one of the five charities. The naturally shared content was augmented by a Facebook media campaign featuring sponsored stories so friends would see their friends voting and liking Subaru.

Results

Facebook community more than doubled during the campaign, exceeding the client’s goal
Subaru’s wall post activity on Facebook increased from 7 per day to 122 per day during campaign
Potential reach from earned media via personal recommendations across Facebook exceeded 15 Million impressions

CITGO: Fueling Good CHALLENGE In 2009, CITGO, a major refiner...

let5ch — Thu, 01 Sep 2011 00:00:00 -0500

CITGO: Fueling Good

CHALLENGE

In 2009, CITGO, a major refiner and marketer of transportation fuels, launched the Fueling Good rewards program as an antidote to a negatively charged sentiment toward the brand.

Fueling Good rewards community-based charities with donations of gasoline to help them fulfill their good works. Even though twelve winners receive $5,000 worth of gas during each program period, CITGO had a problem attracting qualified entrants and generating word-of-mouth.

We took over the foundering program in late 2010 with two clear objectives: Grow awareness of Fueling Good among key stakeholders and double the non-profit participation in the program.

INSIGHT/SOLUTION

We knew it would be critical to develop tactics that would promote a high level of engagement from beneficiaries, supporters and charities to increase program awareness and grow fans; to speak through the charities.

Recognizing that Facebook offered the most opportunity to reenergize the Fueling Good social presence, we sought to engage charitable partners and their audiences where we could have the richest engagement, inspiring them with an anthem video and arming them with a digital toolkit to help them spread the word.

To complement earned social efforts and increase engagement, the agency team also developed Facebook ads targeting individuals who reside in one of CITGO’s 27 markets and listing related interests, job-related interests or like-minded affiliations.

RESULTS

Drove over 280,000 unique visits to FuelingGood.com during the 3-month voting period.
Doubled online positive sentiment
Doubled size of community on FuelingGood Facebook page
Over 1,700 charity entries more than tripled number of entries of previous years combined.
264,000 votes cast during voting period.

HP: eKit Consumer Ad Units HP, a company known for its...

let5ch — Sat, 01 Nov 2008 00:00:00 -0500

HP: eKit Consumer Ad Units

HP, a company known for its technology, particularly in printers, generates a substantial amount of revenue from the paper and toners that supply those printers. Dig around HP.com and you’ll discover a treasure trove of home and small business projects which HP freely gives away in the hopes people will use more supplies. The problem HP faced though, was nobody knew those projects existed.

Rather than run banner ads that try to drive a person to the HP website, we created a shareable widget allowing people create and print right from the banner without ever leaving the page.

The HP eKits are placed through media buys in a standard 300×250 unit and upon interaction, they expand to reveal myriad inspirational projects to the viewer.

This design was a repeatable, dynamic solution for HP and an innovative way to spread HP creative printing projects out to their loyal printer customers. Utilizing xml, swapping projects and coupons could be done on the fly.

Snapfish: Valentine’s Day Snapfish asked Hamilton Partners to...

let5ch — Thu, 14 Feb 2008 00:00:00 -0600

Snapfish: Valentine’s Day

Snapfish asked Hamilton Partners to create an online application for Valentine’s Day that would entice their current and potential customers to send a fun, animated e-card to family and friends.

I designed the architecture and user interface providing an easy 3-step process and helped create three unique animated e-cards complete with original music, allowing the Snapfish user to upload their photo and personalize their message. We made it deliberately simple, lowering any barriers to entry so these custom Snapfish Valentines could be easily shared.

In 18 days around the Valentine holiday, the site achieved 184% of the client’s goal, generating 368,000 sent cards.

Digidoo: Digital Crafts CHALLENGE How can we offer families with...

let5ch — Sun, 09 Apr 2006 00:00:00 -0500

Digidoo: Digital Crafts

CHALLENGE

How can we offer families with young children constructive and rewarding activities on a home computer that wasn’t a video game or a movie?

INSIGHT / SOLUTION

Concepted, named and designed a line of retail software tailored for girls, 7-12 years-old. I had the pleasure of collaborating with Flash guru, Joey Lott. From the introduction screens to the interface to the website, the entire experience is mindful of its audience. In fact, we filled a niche we coined e-crafts that combined easy-to-use software with tactile crafts such as stickers and glitter glue.

Under the name, DoodleLab, a sister company to HamiltonPartners, my team created original music, graphics, videos, project templates and sound effects to tie the entire experience together.

Try a demo of the Card Studio software on an archived version of the Digidoo Crafts website.

Gatorade: Brand Website During a 5-year tenure as the Creative...

let5ch — Tue, 01 May 2001 00:00:00 -0500

Gatorade: Brand Website

During a 5-year tenure as the Creative Director for the Gatorade website, I led advancements in both functionality and overall site experience while maintaining Gatorade’s brand essence. Examples of enhancements include the site’s first Flash elements (hey, it was the early 00’s), the site’s first foray into e-commerce (a move that helped fund site development), a content management system and their first dynamic navigation.

While no longer live online, above are examples from my archive.