Doppelganger, a social media entertainment company, was preparing V-Side for its public launch and needed an effective way to reach online consumers in the teen market. Blogs would be a critical but challenging piece of the overall marketing mix, so Doppelganger approached BuzzLogic to leverage the company's expertise in targeting ads within the blogosphere.
The goals of the campaign were to reach 13- to 24-year-olds who are passionate about games and music and to drive downloads of promotional video.
APPROACH
Doppelganger worked with BuzzLogic Insights to understand who was leading online conversations around topics V-Side's target customers would be passionate about: online gaming, music, and virtual worlds.
BuzzLogic sourced highly influential sites linking back and forth in "conversations" about these topics -- a mix of sites atypical of standard contextual advertising scenarios. These included well-known and niche blogs, such as popbytes.com, lyricszoo.com, and videogameblogger.com, all actively posting and attracting significant attention from the Doppelganger audience.
BuzzLogic's Reach Metrics provided insight into which blogs had the strongest ripple effect around these topics, eliciting the most reader attention. This information, coupled with BuzzLogic's Influence Engine, helped Doppelganger prioritize its ad budget on the most powerful blogs.
CAMPAIGN
Through partnerships with existing networks and its own direct network, BuzzLogic was able target a wide range of influencer sites. For example, in Doppelganger's "Online Gaming" conversation, more than 100 influential blogs generating thousands of posts were surfaced. These 100 blogs spanned multiple publishing platforms, networks, sizes -- even categories. By targeting conversations instead of generic categories or within a single network, BuzzLogic ensured V-Side display ads (300x250) were following the paths teens traveled as they jumped from one blog post to the next in a single conversation.
RESULTS
Launched Mar. 1, 2008, the campaign remains ongoing. Doppelganger has expanded its reach to new pockets of hard-to-reach online customers, and the campaign has given them a greater range of coverage for their ads.
As Shaw Taylor, Doppelganger's Senior Director of Marketing puts it: "Without BuzzLogic, there is no real way to for advertisers to effectively target the blogosphere within a very specific pre-defined topic, unless you do straight AdSense. But Google doesn't have a targeting layer to really allow you to assess and understand social media."
Credit Information
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Client: Doppelganger
Agency: BuzzLogic
Budget: Not Disclosed
Date of Campaign: Mar. 1, 2008 - Present
Case Study URL: http://www.buzzlogic.com/solutions/use_cases/usecase_doppleganger.pdf
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