It's one thing to have great work that leverages digital's latest bells and whistles. But it's something else entirely to be able to clearly explain to a client the strategy behind those bells and whistles, and how each component of the digital puzzle actually fits together. Basement is an agency that can do both of those things, and if you were to describe its work for Sony Pictures' "Zombieland," you'd be hard-pressed to do so without using the word transparency.
Rather than simply tossing out a cool-looking rich media ad, Basement articulated its thought process, showing each step in a chain of digital engagements that began in a banner and ended on the movie's Facebook page.
Bridging the gap between digital and the physical world, Basement created a social media campaign that invited San Francisco residents to create and share their animal costume designs. The best designed were installed on bus shelters around the city:
And a simple Google Maps interface helped users track the campaign around town:
Putting strategy into action, Basement also helped The United Way of Greater Los Angeles (UWGLA) make the most of the interplay between social media and the physical world. The goal was to give the charity's minimal social media presence a big boost, and to use that influence to help raise awareness and empower thought leaders, as well as passionate supporters, to spread the word. To do that, Basement knew it needed a Facebook page, but the agency also knew it needed a strategy based on a real understanding of how to engage that particular audience with relevant content.
The agency's key insight came from analyzing UWGLA's previous social media efforts. Spotting a correlation between events and social media buzz, Basement helped UWGLA develop a new event-based strategy that focused on three critical time periods: the run-up to the event, the event itself, and the critical days that follow.
With improved focus, Basement's new event-centric strategy helped the brand reach its audience at the most relevant movement, giving the charity the most bang for its buck. And to make the most of the opportunity, Basement also ran a paid media campaign that used Facebook and mobile ads to raise awareness and drive traffic to the brand's website and Facebook page. The result was that users the brand reached through the event-based social media campaign had higher levels of engagement, and often went back to interact with the brand's Facebook content months later.
Basement founder Doug Schumacher shares his insights on a regular basis through "Creativing," the agency's weekly report on digital marketing trends.
Basement is based in Marina del Rey, Calif.
