Paul D’Ambra’s Career portfolio
A collection of career examples I have implemented or been involved with during my career. Please note for confidentiality purposes many of the specific results cannot be shared.
LinkedIn professional profile
Facebook personal profile
Flickr photo portfolio
Instagram portfolio
From
To
Print Advertising Catalogues I decided to change the look and feel of our Annual Digital Camera Catalogue. Turning things on its head I focussed on the lifestyle aspect of photography created pseudo consumer profiles with stories to compliment each one. Combined with unique photography, it was a hit!
What: When: Where: Result/s:
Digital Camera ‘lifestyle story’ 2007 Domayne - Unprecedented consumer reaction & sales for digital cameras. - Immediate increases in average selling prices within the category. - Stores were able to leverage the creative for in-store executions. - Created a precedence for future executions.
Print Advertising Catalogues Typically most retailers will have financial year or end What: of financial year promotions in June. I decided to When: turn that on its head. Where: ‘New Gear for the Financial Year’ created stories Result/s: based on various ‘work’ scenarios from the office worker to the graphic designer. Each one appealing to a different demographic and scenario with the execution a combination of lifestyle photography & the right product/price/range story.
Digital Camera ‘lifestyle story’ 2008 Domayne - Sales growth greater than the marketplace trends. - Great in-store execution and compliance using the stories as a guide. - Lots of interest from consumers with the cross section of stories appealing to various walks of life.
Print Advertising Catalogues What: When: Where: Result/s: From showing the complete story of working on the go to the more stylish, aspirational desires of having ‘the best of the best’ this was one of the examples we ran to help differentiate Domayne and create a point of difference for the product and brand. With computing becoming commoditised and also confusing for many people I decided to take a different approach to showcasing some of the range we had.
Technology ‘aspiration’ 2006 Domayne - Great consumer reaction and increase in sales of higher end equipment. - An increase in ‘attach’ sales from solutions being sold. - Interest from vendor partners to tell stories about their products & technologies in future executions.
Consumer Promotions ‘Demonstration Promise’ What: When: Where: A a guarantee that particular products would be Result/s: demonstrated in store and if they weren’t, the consumer would receive a gift voucher for their trouble. Various products from across different categories were chosen to fit into our strategy & direction at the time. Using consumer insights surrounding service deficiencies & wanting to see things working or demonstrated, I implemented this promotion.
Demonstration Promise 2006 Domayne - Amazing consumer reaction. - Great compliance across all stores to ensure products were on display, staff trained and demonstrations available. - Hundreds of demonstrations performed on various products showcasing new technology
Consumer Promotions “Test Drive” Taking ‘Demonstration Promise’ a step further I What: implemented this promotion which allowed When: consumers to take a product home and trial it for 10 Where: days. Result/s: With the focus on mid to high end products with lots of rich features it took the risk away for consumers to fall in love with the products while making sure it was right for them.
Test Drive 2007 Domayne - Amazing consumer reaction. - Broke down the barrier and fear around trying the latest technology. - Lifted sales to unprecedented levels with average selling prices skyrocketing in what was becoming a commodity category.
Consumer Promotions “Product Tester” Consumer insights led to trialling this program called What: “Product Tester” which let people use a selected When: Logitech product in their home in exchange for Where: writing about the experience. Result: Reviews were shared on social media, Logitech website and syndicated to Retailers whether good, bad or indifferent. It created excellent engagement and community involvement.
Product Tester 2010/2011 Logitech - 2000+ registrations - 1000+ reviews created. - Reviews sydnicated to retailers - Increased purchase conversions
Consumer Promotions Product Launches What: When: Where: Result: The launch so strong, even Apple agreed to support the range.  Launched the new brand Logitech UE across Asia Pacific. The range was launched using mechanics across public relations, events, social media, digital advertising, experiential, demonstrators, in store point of sale & more.
Logitech UE launch 2012/2013 Asia Pacific - Winner of Best Product Intro - Successful launch in all countries. - Strong brand consistency - Placement in key retailers incl Apple.
Consumer Promotions Product Launches I launched the Harmony One Universal Remote Control in Australia which was of a global campaign for Logitech. We executed a multi-channel strategy across TV, Radio, in-Store & digital executions. Uniquely in Australian we launched our ‘Product Tester’ campaign generating user content and reviews for the Harmony One.
What: When: Where: Result/s:
Logitech Harmony One 2011 Australia - 80+ consumer reviews - Market share 70%+ - Execution Offline & Online
Consumer Promotions Competitions I’ve led or been involved with various Consumer promotions with & without co-retailer support. 
What: When: Where: Result:
Win $2000 Every Day 2010 Logitech - Online & Offline execution - Maintenance of share of shelf - Incremental promotional placement
".....its one of the best set ups they have ever had for a competition, very informative of your products too, I clicked through all the options...." Lisa Facebook fan
Consumer Promotions Competitions I’ve led or been involved with various Consumer promotions with & without co-retailer support. For this promotion we created a rich microsite to help generate stronger understanding of the UE brand in Australia. We combined artists reviews, consumer reviews, product information & much more to ensure a rich engagement experience. 
What: When: Where: Result/s:
Consumer comp & micro site Aug, 2011 Logitech - 13,000+ entries. - 5min+ time spent on site - traffic to all sub pages - 50%+ opt in rate
Public Relations New product releases I’ve worked with various agencies to manage PR What: activities including the development of new When: relationships with blogs, youtube channels & special Where: interest communities.  Result/s:
Public Relations 2009 onwards Logitech - Strong, regular flow of coverage - Reduction in agency spends by over 30% while maintaining coverage levels. - Revised analysis methodologies looking at monthly spends vs coverage, top writers & publications
Public Relations New product releases My team took charge of this project which was to What: come up with something unique and different to the When: launch of our ‘patterned’ mice range. Where: With colours & patterns created by leading Result/s: designers the goal was to create a campaign that was a bit of fun to generate media coverage but also create assets for use elsewhere.
Public Relations 2011 Logitech - Media coverage in ‘non-traditional’ Logitech mediums like design and home lifestyle publications. - Great consumer engagement on social media using the striking visuals. - Excellent tie-up in store with point of sale complimenting the PR campaign.
Trade Marketing Promotion tie-ups I’ve either led or been involved with various store wide promotional tie-up executions to launch products, seasonal events etc. Each execution has involved lots of stakeholder management.
What:
Product release in store ‘tie-up’
When: Where: Result/s:
2007 Dick Smith - Immediate impact across all stores - Great brand presentation for vendor. - Consistent execution.
Trade Marketing Promotion tie-ups I’ve either led or been involved with various store wide promotional tie-up executions to launch products, seasonal events etc. Each execution has involved lots of stakeholder management.
What:
Catalogue ‘tie-ups’
When: Where: Result/s:
2008 Domayne - Consistent execution across stores. - Good compliance. - Consistency of messaging from catalogue to in-store experience. - Reduced costs and overheads with all source materials being created centrally.
Trade Marketing Promotion tie-ups Seizing the moment!
What:
Playstation 3 launch
Playstations were flown in from China & set up in every store to create our own ‘pre-sell’ campaign.
When: Where: Result/s:
2007 Domayne - 00's of consumers visiting midnight - Double our normal category market share - Positioned the product as complete entertainment device not just a games console.
Then stores opened at midnight for the ‘launch’ of Playstation 3 in Australia.
Promotion
LISTEN TO
YOUR
HEART
SAY GOO DBYE TO YOU FALLING R EARPHONES OUT DANCING WHILE YOU’RE ULTIMAT OR RUNNING , COME WITHE EARS 300/300V I BUDS IN A OF SIZE S TO FIT RANGE PERFECTL YOU Y.
REAL FACEBOOK FANS
WIN
A LOGITECH AUDIO PACK!
WANT TO TEST SOME OF LOGITECH’S PRODUCTS? GO TO FACEBOOK. COM/LOGITECH AUSTRALIA
SPEAKER LAPDESK N700
WE WANT YOU!
W
LOVED BY YOUR FAVE CELEB MUSICIANS, LOGITECH ULTIMATE EARS WILL BE YOUR NEW BEST FRIEND – IT’S OKAY, YOU CAN THANK US LATER!
I
ndoors or outdoors, studying or relaxing, Logitech’s got every situation sorted. From laptop speakers and laptop desks to Ultimate Ears for all occasions in lots of colours, Logitech lets you study or play wherever you please!
PUREFI ANYWHERE™ 2 COMPACT SPEAKERS NEED TO STUDY INTERRUPTION-FREE? PUREFI ANYWHERE™ 2 COMPACT SPEAKERS WILL BLOCK OUT THE LOUDEST OF NOISES – LITTLE BRO INCLUDED!
LISTEN TO EVERYTHING THROUGH ™ ULTIMATE EARS NOISE-ISOLATING EARPHONES. YOUR FAVE STARS DO.
W
ith artists like Trey Songz, Joss Stone, Jonas Brothers and Fall Out Boy on the long list of Logitech Custom Ultimate Ears users, it’s no surprise they’re the number one choice of the world’s top
touring musicians. Logitech has worked with sound pros and musicians to create the best sound ever. Plug them into your laptop, iPod or MP3 player and prepare to feel like you’re at the actual concert!
DON’T WANNA LISTEN TO YOUR MUM’S ROCK MUSIC IN THE CAR? TUNES OUT TO YOUR FAVE WITH LOGITECH’S ULTIMATE EARS EARPHONES, MINUS THE NAGGING! SO MANY COLOURS TO CHOOSE FROM!
hether you’re hearting Logitech’s amazing range of products or you’re itching to get your hands on some, let ‘em know about it, stat. Hit up facebook.com/ logitechaustralia with your pics, vids and stories of how Logitech has changed, or will change,
your life!
CHECK OUT LOGITECH.COM AND FIND OUT ALL YOU NEED TO KNOW ABOUT THEIR SUPER-COOL AUDIO PRODUCTS. GET CLICKING!
LAPTOP SPEAKER Z205 I am not very tech savvy, but I love my Laptop Speaker Z205. Much of the music I play is from You Tube, and it sounds great on these speakers. Thanks Logitech for my enhanced music enjoyment. G-Money, Logitech Facebook Fan
FRIEND LOGITECH AUSTRALIA AND TELL ‘EM HOW MUCH YOU LOVE THEM. HEAD TO FACEBOOK.COM/LOGITECHAUSTRALIA
GET YOUR HANDS ON THE AUDIO PACK OF YOUR DREAMS
E
nter Logitech’s mega
comp to score over $500 worth of the latest and greatest audio products. With Ultimate Ears earphones, a Z305 portable laptop speaker, a PureFi Anywhere 2 iPod/iPhone portable speaker dock, a pair of LS21 speakers for your desk and a N550 portable
I couldn’t wait to get the laptop desk out of it’s packaging, and had it set up in minutes. I immediately got the best sound ever: loud and clear. The lapdesk padding is so comfortable, and seems to make my laptop “float”. No more having to balance my laptop by it’s edges on my knees so air can get through. I can sit comfortably and still be assured that my laptop won’t overheat. Very impressed Logitech, very impressed! Vanilla, Logitech Product Tester
speaker lapdesk up for grabs – your friends will be fighting to get an invite to your house! Enter by answering the question ‘How does Logitech bring music to your ears?’ in 25 words or less email your answers to Logitech@ acpmagazines.com.au.
The Surround Sound Speakers Z506 are another great product from Logitech! The design of these are very stylish, and the audio quality is brilliant, by nudging the volume button up a touch it is loud enough for the room and for a party they would be brilliant! Another great product with quality service! E.K., Logitech Facebook Fan
WIN
For full terms and conditions, log on to dolly.com.au. Promotion commences 12:01am, 31 March 2010 and closes 11:59pm, 4 May 2010. Please see contents page for location of our privacy notice. If you do not want your information provided to any organisation not associated with this promotion please notify the promoter in writing.
Ultimate Ears have the most amazing sound quality . I usually buy the cheapy earphones thinking they’re the same as all the others but how WRON can one person G be! They’re easy to set up and use and the case is perfect – I don’t have to worry about them getting tangled or caught in my bag and I alway know where s they are! Thank s Logitech, I’m loving them!! ” Mystygirl, Logitech Facebook Fan
have Earphones...they I love the UE 200 ht and the sound the best fit, lightweig and crisp! The case is brilliant ... clear the earphones. they come with protects Logitech product” Another awesome Facebook Fan Tahiti Rose, Logitech
Sponsorship Katy Perry What: When: Managed and run with a twist - we let Katy’s fans make a lot of the decisions about what and how we Where: did things via a Facebook Discussion Group. Result/s: End result was over 1,000 wall post discussions, print, online, concert execution. Consumer promotions, limited edition skinned products & more, one of our fans even appeared in the press. First major participation for Logitech in Australia.
Katy Perry Australian Tour 2011 Logitech - Huge consumer engagement with new market segment not aware of Logitech. - Thousands of positive brand impressions and exposure via all the advertising & promotional mechanics.
Sponsorship Rock the Schools Participation in this tour helped Logitech increase its What: brand awareness amongst teenagers and also help When: showcase the Ultimate Ears heritage in the Where: performing space. Result/s: The tour included product tutorials and we even let four school groups experience a real National Tour by letting them have a behind the scenes look at Katy Perry’s 2011 Australian tour. Engagement was supported via social media, product test kits and more.
Rock the Schools Tour 2010/2011 Logitech - Thousands of students treated to a ‘free’ concert at their school with performances from up & coming Australian bands. - Exposure for Logitech with the Department of Education.
Public Relations Influencer outreach. Using consumer insights relating tot he changing nature of how consumers search for information we looked beyond traditional mediums to create exposure for our brand in new spaces.. We started engaging with blogger networks who could provide rich, practical content on where and how our products can be used in everyday situations. The Bloggers Brunch was one example of this where we showcased selected products with ‘touch and feel’ demonstrations.
What: When: Where: Result/s:
Bloggers Brunch 2011 Logitech - Great new relationships created which lead to a number of product reviews and requests to review Logitech products. - A wonderful learning experience for the team in a space that was growing and changing very quickly.
Trade Marketing Store in Store I’ve been involved with, led or assisted various trade When: marketing executions such as this one for Logitech. Where: With eSports taking off around the world the brand Result/s: has taken a leadership position in the space. This store-in-store execution an example of this.
2015 Logitech - Immediately sales lift of 30%+ - Strong media coverage and reporting. - Requests from competing retailers to execute similar roll outs.
Trade Marketing Product point of sale I’ve been involved with, led or assisted various trade When: marketing executions such as this one for Logitech. Where: Colour, personalisation & fashion trends continually Result/s: evolve. Logitech needed to present the “Play Collection’ in impulse purchase areas and we developed various point of sale forms to acheive incremental placement to do this.
2015 Logitech - Immediately sales impact - 000’s of incremental placement locations - Impactful visuals and stopping power.
Trade Marketing Product point of sale I’ve been involved with, led or assisted various trade When: marketing executions such as this one for Logitech. Where: The UE range of Bluetooth Speakers had to be Result/s: heard to be believed. A ‘One Button’ demonstration point of sale unit was designed and deployed region wide with instant results.
2014 & 2015 Logitech - Immediately sales lift - Market share in Australia reaching 50% - Great consumer experience, brand and product range presentation
Trade Marketing Product point of sale I’ve been involved with, led or assisted various trade When: marketing executions such as this one for Logitech. Where: With stores becoming more crowded and space a Result/s: premium we wanted a solution to create a brand space while also improving shopability across the range.
September 2015 Logitech - Early results showing a double digit lift in sales.
Trade Marketing Product point of sale I’ve been involved with, led or assisted various trade When: marketing executions such as this one for Logitech. Where: A campaign was developed for the Region to drive Result/s: a shift from wired products to wireless. A full creative suite was developed for offline, online, social and public relations.
2014 & 2015 Logitech - Sales lift & category % mix changes within 3 months - Huge increase in store share of shelf % - Execution in developed and emerging markets
Trade Marketing Product point of sale With a wide range of products and limited space on the packaging to tell a complete story we set about creating a solution to make it a bit easier for consumers to work out the differences across the range. The ‘Up-sell’ was created to achieve this for instore, web sites or flyers.
What: When: Where: Result/s:
Product ‘Up-Sell’ 2010 Logitech - Simple execution - Lifted ASP's immediately after use. - Helped simplify many of the technical terms attributed to a lot of the products.
A fully integrated solution: * complete iPod family story * high impact fixture * branded category headers * eye catching product graphics * product display showcases
4
* add impact, attract & educate * demonstrate key benefits * display product specifications
iPod endcap 5
Dimensions Width - 1216 mm Height - 1815 mm Depth - 496 mm
Trade Marketing Category management Dick Smith stores were made up of different size What: formats, split into three different brands (Dick Smith, When: Tandy, Dick Smith Powerhouse) and had mixed Where: store merchandising & fixturing. Result/s: Leveraging the dominant Apple iPod we partnered with Apple to create a stronger category based management solution. 
Fixture refresh 2008 Selected Dick Smith stores - Immediate impact to in store presentation, sales, merchandising & consumer feedback. - Tiered roll out approved for various formats to achieve consistency over greater number of stores.
3
ighlighting consoles in our bu x o t o B e h at t tachment sales. After Before the Botox 4. Variations of
Selected Dick Smith & PowerHouse Stores Sto re Development & Pla clude: nograming Frida rt ie. the Top 10 form plat Nobine d er vemb com 20 08 cha latform NOTy,a14
planograms to suit your have been developed. These are ava pictures in this docum ent.
xist. The Great Gaming Botox Nintendo DS, X-Box andised include – Playstation 3, Wii, e. Edg will start to appear in the Selling re most software whe od peri Christmas ing Dur e offer.Be fo rethe th e Botox ice” offer listing new he market, we will run an “Our Cho These suggested titles ot selling games not in the Top 5s. January, we will In kly. lling Edge with the Top 5s wee t – “Put $10 down cep con c asti fant a order offer What ing this to our customers. nuary is the time to start advertis and Buzz) in our mix. ise Gaming” (Guitar Hero, Singstar titles to improve our e war s in our business near our soft of fixturing in your store o suit your Gaming offer and style uld be utilised with the sho ese are available on the Pos and
Top 5 Chart & Pr
After the Botox
Dick S
After the Botox
Chart & Pre-order Merchandisin
g
Dick Smith Stores
nal end theTop 5 ble of merchandising on a promotio
Dick Smith stores capa ble of merchandis Charts
Trade Marketing Category management Category presentation for gaming category didn’t have definition, clarity or presence in-store. New materials created to provide the category clearer definition, make purchasing easier and create an easier way for store staff to merchandise stocks.
What: When: Where: Result/s:
Category presentation 2009 Dick Smith - Immediate impact across all stores in both sales and general presentation. - Execution used simple methodology to minimise costs and used existing fixtures to ensure sustainable & commercially sensible outcomes.
Search
Search
paul_syd_au
Log out
EDIT PROFILE
Paul Sydney, Aust ralia All photos take n by me. Enquiries & collaborations; paul.syd.au@gma il.com 1,459 posts 18.3k followers 561 following
Digital / online Social media I actively use various social media platforms like Facebook, Flickr, LinkedIn & Instagram. I’ve also used others such as Scoop.It, Feedly, Reddit, Delicious, Digg, Quara, Newsle, Zite & Pulse to keep up with latest trends or platforms. I enjoy the digital space & its constant evolution.
".....I have deleted quite a few pages who choose not to interact with their potential clients, Logitech are an awesome F/B Page.... Susan Facebook fan “....Great site for info, questions answered and giveaways. I check it daily , actually I check it about 5 or 6 times a day....” Matt Facebook fan
Digital / online Facebook brand page I took over the management of Logitech Australia’s What: Facebook page in August 2010 & within 6 months it When: grew to over 100,000 fans. Where: Success came from constant community Result/s: involvement, brand stories, product info, special offers, competitions and more. I gave life to the page with a mixture of current affairs, opinion, news & other forms of engagement all backed with daily measurement & analytics. This was during Facebook’s constant platform changes.
Logitech Australia Fan Page 2010 - 2012 Logitech Australia - Reached over 120,000 fans - Top 50 Australian brand page & top 10 consumer electronics brand. - Managed in house with no agency involvement.
Digital / online Community engagement I have enjoyed engaging with consumers directly on What: various mediums such as forums, blogs, review When: sites & social media. Where: At other times I’ve used these mediums for brand Result/s: listening to pick up consumer sentiment and insights. 
Community engagement Aug 2010 onwards Logitech - 00’s of Consumers assisted - One of the few brands actively doing it at the time. - A number of product insights shared with global product teams - Consumer service matters resolved
Digital / online Content creation With limited resources I began trialling some ideas with an our Australian YouTube channel for the brand (since closed and migrated to our Global page) We creating product walkthroughs & our most successful ‘Make Everywhere Magical’ video for our iPad accessory range was used extensively for training, review websites and social media.
What: When: Where: Result/s:
YouTube video content 2010 - 2012 Logitech Australia - Over 100,000 views - Early adoption of video usage - Practical explanations of the product range.
EDITO EDITORIAL REVIEW
for You
BLOGGER / EDITORIAL 9
Feb 5, 2013
Logitech Conf idential, Do No t Di
stribute
OVER
KE DAILY MOTION – HALF PAGE TA
ibute
Logitech Confidential, Do Not Distr
Feb 5, 2013
13
Feb 5, 2013
18
Logitech Confidential, Do Not Distr
ibute
te Logitech Confidential, Do Not Distribu
Feb 5, 2013
Digital / online Content creation 12
Feb 5, 2013
I ran a number of content based promotional programs which used contextually relevant influencers to create videos which were later promoted via display advertising, video seeding, social media & shared with retailer partners.
Logitech Confidential, Do Not Dist ribute
What: When: Where: Result/s:
Content creation & promotion 2013 Logitech - 00’s of 000’s of views - Strong engagement on social - Practical content pieces complimenting corporate brand videos.
Digital / online Product launches I've run or led various campaigns to launch new products. The example above was for the UE BOOM Bluetooth wireless speaker where we combined video content with strong in-situation visuals to bring the product to life securing unprecedented coverage on launch. Reviews were then promoted via Display advertising to maximise coverage/reach.
What: When: Where: Result/s:
Content, advertising & promotion 2013 Logitech - Reached over 1M+ people - UE BOOM reached 20% market share within 6 months. - Content used across websites, blogs and social media.
Homepage takeover - technology
ent to une,
d2Xvideo views for the Ultrathin Keyboard Cover al channels: Music, Technology, Games, Beauty & Fashion, Sports, eMsviews to audience segments: Music Lovers, Technology Enthusiasts, , Digital Entertainment Enthusiasts, Social in Influencers Macworld sk ulndmobile/video component that over delivered by 10% and saw ates from viewers who wanted to replay the video and click through to
Facebook app
nd e than
50% of the video, while 65,909 people viewed 100% of the video • All advertising clicked through ideo, giving the replay button a 15.1% (benchmark to a engagement single landing pagrate e that of
h sto the wa nal send 7 rough ere still very
housed the “Switch On” app this sat within the Logitech FB page as a tab
FB app
sults: ressions – NA mpleted views – 65,909 ions – 12,027 V - $0.18 R% - 3.15%
• The app promoted 7 Logitech products - Ultrathin Keyboard Cover, Ultrathin Keyboard Mini, K400r Keyboard, T400 Mouse, TV Cam, Z623 Speakers, H800 Headset
Digital / online Video, Mobile advertising Driven by Consumer insights showing most iPhone users also owned an iPad, I experimented with targeted display advertising on mobile devices for the Ultrathin iPad Keyboard Cover. The results from this component of the campaign were outstanding for a medium that in 2013 was relatively new.
What:
Mobile advertising
When: Where: Result/s:
2013 Logitech - 185,000+ video views - 9,000+ replays & 12,000 ‘actions’ - Ultrathin Keyboard Cover grew marketshare with competitors at half the price.
Digital / online Direct mail I have run various direct mail pieces over the years for new product launches, special promotions, events & other things trying various layouts, wording, A/B testing, group targeting, external databases and more.
What: When: Where: Result/s:
Direct Mail/eDM’s 2010 onwards Logitech - Various, above avg industry rates
sumer Promo
Digital / online Direct mail, co-partners To compliment Logitech branded direct mail pieces we also ran a series of co-partnered executions aimed at driving traffic to our retail partners. Typically this would also include website & social media supporting elements.
What: When: Where: Result/s:
Direct Mail/eDM’s 2010 onwards Logitech - Various, above avg industry rates
Ye a r - D l ia c n a in F f o d n E
ick Smith
End of Financial Year - Dick Smith Replicated Dick Smith’s catalogue page
We put ‘Buy Now’ links direct to Dick Smith
We included our new Lapdesk range video to help educate.
Digital / online Co-partner campaigns What: When: Where: Result/s: In this example we leveraged the retailer’s catalogue promotion, combined with our locally created video to help the Consumer purchase journey. To compliment traditional display ads I also experimented with Facebook ‘tabs’ & advertising to help find new ways to attract consumers and drive traffic to our retail partners.
Co-partner campaign 2010 onwards Logitech - Great retailer partnership - Unique execution for Consumers - Over-delivered on forecasted views, clicks, impressions.
Digital / online Content creation Description I have implemented various content based executions. The examples above have been based on telling strong product stories where specifications alone haven’t provided good context for where or how things could be used. I’ve used various methods such as landing pages, Facebook tabs, home page banners & even microsites
What: When: Where: Result/s:
Content creation 2011 onwards Logitech - Great views/time on page stats - Practical information for Consumers - Insight led creation process including the use of Social Media to generate ideas and stories.
Digital / online Content creation What: When: Where: Result: The idea was to let people share their stories as well as learn what other people were doing with their laptops. We combined the micro-site with strong blogger and social media execution as well.  After conducting local Consumer research we used the findings to create micro-site with User Generated Content to educate consumers about our range of products suitable for their laptop.
Content pages 2011 Logitech - Great views/time on page stats - Practical information for Consumers - Insight led creation process - Over 7 million impressions, over 170 various consumer submissions of ways they use their laptops, over 300 comments, over 12,000 media views of various pieces of content.
CPC Performance Audience breakd
own
Audience delivery / Profile Male/Female Demo / Geo AU F 13-17 F 18-24 F 25-34 M 13-17 M 18-24 M 25-34 Unknown 13-17 au Australian Capital Territory au New South Wales au Northern Territory au Queensland au South Australia au Tasmania au Victoria au Western Australia
% of Impressions % of Clickers CTR 100.00% 100.00% 0.02% 58.22% 58.85% 0.02% 3.50% 0.00% 0.00% 0.45% 0.00% 0.00% 34.20% 38.27% 0.03% 3.00% 2.89% 0.02% 0.36% 0.00% 0.00% 0.21% 0.00% 0.00% 1.38% 0.00% 0.00% 32.67% 34.18% 0.02% 0.89% 0.00% 0.00% 26.15% 31.64% 0.03% 7.31% 6.55% 0.02% 2.17% 0.00% 0.00% 23.79% 19.64% 0.02% 5.62% 8.00% 0.03%
3,037,900
805,600
Campaign respondents and deliver y skewed 13-17 with a considerable female skew (music interests) CTR performed much higher for “Win Rise Against Tickets” vs WIN, WIN, WIN with Logitech CTR delivered at below expect ed resulting in considerably greater impression exposure for the campa (16.8 million impressions) in the ign target set targeted.. With 805k million reached at an ave. freq times ©Copyright 2007. oracle advertising of almost 21 & marketing pty.ltd
600"
Daily&clicks&
500" 400" 300" 200" 100" 0"
" 2" " 2" " 2" " " " " " 12 01 " 12 01 " 12 01 " 12 12 12 12 /2 12 20 /2 12 20 /2 12 20 12 20 20 20 20 3/ 03 20 3/ 03 20 3/ 03 20 3/ 20 3/ 3/ 3/ /0 4/ 3/ /0 6/ 3/ /0 8/ 3/ /0 3/ /0 /0 /0 /0 10 /0 12 /0 14 /0 16 18 20 22 0 24 26 28 3
0.35%" 0.30%" 0.25%" 0.20%" 0.15%" 0.10%" 0.05%" 0.00%"
Click&through&rate&(CTR)&
" 2" " 2" " 2" " " " " " 12 " 01 12 " 01 12 " 01 12 12 12 12 12 /2 20 12 /2 20 12 /2 20 12 20 20 20 20 3/ 20 03 3/ 20 03 3/ 20 03 3/ 20 3/ 3/ 3/ /0 3/ 4/ /0 3/ 6/ /0 3/ 8/ /0 3/ /0 /0 4 /0 /0 10 /0 12 /0 1 /0 16 18 20 22 24 26 28 30
Digital / online Analytics A large proportion of my career has been spent using data from sources such as stock/sales reports, Nielsen, GFK, IDC and other industry sources, through to things like Google Analytics, Facebook Insights, YouTube Dashboards, eDM reports and more. Data has been crucial to making commercially sensible decisions.
What: When: Where:
Data & analysis 1993 onwards Career
Paul D’Ambra’s Career portfolio
Copyright 2011