Digital media planner
Starting as a affiliate manager, managing both advertisers and publishers
while transforming into a digital media agency. Standing with one foot as
Affiliate manager, and the other as a digital media planner let me grow
comfortable in handling multiple focus points at the same time…
Default projects…
…was to handle a minimum of 500 000 SEK up to 2 million SEK per quarter for my clients in digital media investments.
Targets could differ from:
Finding a new target group
Increasing brand awareness
Pure performance marketing
Collecting leads
Creating buzz for a specific launch/project.
Planning, negotiation, booking, measuring, analyzing…
After first interviews with my clients I create a GANTT project plan for a specific digital media mix that would suit their target. Our investment projects where almost always based on a 3-4 month period. So naturally, the first 2-3 weeks of the plan was smaller test investments. To then analyze & tweak to create the optimal ROAS for our clients.
One example of just one investment from one of my media mix plans: Remington
Remington had created what they called a ‘‘indestructible hair clipper’’ and wanted to get the Buzz out. They had already gotten Sweden strongest man: Magnus Samuelsson to be ambassador for the new clipper, and my idea was to get some test pilots and create a fun challenge!
Using Smartson.se and asked Magnus Samuelsson to record a video (Unfortunately this was so long ago 2014, So I cannot get a hold on this video anymore) where he tried to destroy the hair-clipper, and challenged others to do the same.
We hoped to get around 50 videos and about 1 000 applicants, but we over delivered. We got over 3 000 applicants and 84 videos of people trying to destroy this hair-clipper. They ran over it with their cars, threw it from rooftops and just banged it with hammers. Needless to say: they all failed to destroy it! This created a huge buzz for the launch of this clipper, and we over delivered on CPA target.
To Summarize…
… it is about being creative, invest smart, and always.. ALWAYS, analyze the results.
