Dino Ceccato, Managing Director of Webguerillas since 2013, took over the shares for the Swiss location in Zurich from the German owners at 100% at the end of last year. As a new partner, Martin Rüegg is also on board at Stauffacher as of April.
"Apart from the change of name, there will be no big changes. We will continue to offer digital brand management from strategy to go-live, using Digital Creativity as the core," says Dino Ceccato, CEO of Cell. As an owner-managed boutique agency, Cell intends to expand and leverage its network of specialists, which has been built up and proven over a long period of time, to an even greater extent in the future. "This allows us to be scalable for our clients at the push of a button. Likewise, we are happy to still have a valued partner in the network with Webguerillas in Munich," as Dino Ceccato shares.
The name change comes into effect as of April. At the same time the new website Cell.ch is switched on.
Female influencers communicate differently on the social web than male influencers. Women like their favorite messages and share them in their network, while men tend to write more posts and comments. The level of education also plays a significant role in one's own communication: Multipliers with a degree post more of their own content than those with less formal education. In terms of age, young adults between 25 and 34 dominate. These are the two core findings of a recent evaluation of the study "Brand Recommendations in Social Media" by Macromedia University and Webguerillas. A representative online survey of 2,000 respondents between the ages of 18 and 65 was used to examine recommendation behavior in social media.
An influencer in social media is someone who has made a brand recommendation or a negative brand statement via social media at least once in the last six months and who is also particularly well connected on the social web, has above-average brand awareness and a reputation as a market expert. Influencers include around nine percent of 18 to 65-year-olds in Germany - that's 4.6 million people. The average influencer is over 35, male and has a university degree. The most popular platform in this group, which is so sought-after by the advertising industry, is Facebook; 95 percent use it daily. It is followed by blogs and forums (93 percent) and YouTube (81 percent). Twitter (59 percent) comes in a distant second.
Men stage themselves more strongly than women on the social web
"Women and men live out their expertise on the social web in markedly different ways," explains Prof. Dr. Dr. Castulus Kolo, scientific project manager and dean of the Macromedia University of Applied Sciences, "Men are more extroverted here and more keen to shape opinions, while women act more subtly - and this applies to all major platforms. On Facebook, for example, 66 percent and 63 percent of male influencers comment and post regularly. For women, the figures are 56 percent and 42 percent, respectively. When it comes to liking and sharing Facebook content, women are again slightly ahead - with 75 to 71 and 69 to 63 percent respectively. A similar picture emerges for blogs and forums: men tend to write more of their own posts (53 vs. 49 percent) and comment more often (68 vs. 62 percent). The same applies to YouTube: Every second male, but only every third female influencer regularly comments on videos.
The higher the level of education, the more content the user produces.
Influencers with a university degree are the most active on all the platforms surveyed. On Facebook, the differences are particularly clear: 52 percent of influencers with a university degree regularly post their own content - among influencers with only an education, secondary school diploma or high school diploma, the figure does not exceed 33 percent. Accordingly, influencers with a university degree participate most on blogs and forums: 71 percent write posts about their favorite brands, 82 percent comment on the posts of other users. For influencers with only a Mittlerer Reife /Abitur, the figures are 32 and 43 percent, respectively. The figures for influencers with only vocational training are also significantly lower than those for academics. Influencers with a university degree are also significantly more active on YouTube, with 58 percent of influencers with a university degree uploading their own videos, but only 33 percent each of those with an education or Mittlerer Reife/Abitur.
"Influencers are not a homogeneous group; they are fundamentally different. Just looking at the socio-demographic criteria shows how big the differences can be. Accordingly, influencer marketing must be designed in a differentiated way in order to fully exploit the interactions between product/brand, influencer and platforms," says David Eicher, CEO of Webguerillas.
This is the conclusion of the latest brand analysis by Webguerillas. The German agency examined the social media presences of the nine most valuable watch brands in the world: Breitling, Cartier, Chopard, IWC Watches, Longines Watches, Omega, Rolex, TAG Heuer and Vacheron Constantin.
In the process, 35 different key performance indicators such as response rate or relative growth were evaluated for the three most important social media platforms Facebook, Twitter and YouTube and condensed into four core values: "Brand Punch" shows the brand's own activities on the social web. "Brand Awareness" provides information about the size and activity of the brand community. "Brand Applause" stands for user approval - for example, through likes or shares. "Amplification" refers to the virality of the content, i.e. how quickly or easily the respective brand content spreads on the web. The platforms were examined from October 1, 2014 to September 30, 2015.
Rolex is not only the most valuable watch brand in the world, but also communicates best on Facebook, according to Webguerillas analysis. On a normalized scale of -1 to +1, the brand achieves a value of +0.71, leaving IWC Watches (+0.07) and Vacheron Constantin (+0.01) far behind. With around 4.6 million likes, Rolex has the largest fan base worldwide in the check - even though Longines' Facebook page grew the most with an increase of 53 percent in the last twelve months (Rolex: +27 percent). Rolex thus has by far the highest awareness value on Facebook in the check (+0.96). This is despite the fact that the luxury watch manufacturer is less active on Facebook than its competitors. This is particularly interesting in view of the high amplification value (+0.94): When Rolex posts on Facebook, the brand generates the most comments compared to its competitors.
"Rolex shows how content marketing works. That it's not important to post as much content as possible, but the right content. Although the watch manufacturer is less active on the social web compared to its competitors, its content receives a high level of attention from users. At the same time, Rolex achieves the highest engagement rate on Facebook in the check," says David Eicher, Managing Director of Webguerillas.
Cartier achieves the best average value for Twitter (+0.47). The brand is ahead here in terms of both awareness (+0.86) and applause (+0.46). With more than 300,000 followers, it has the most popular Twitter channel in the ranking and the strongest follower growth (+125 percent). Compared to its competitors, Cartier also creates the most admin tweets on Twitter. These, in turn, are shared particularly often. Only in terms of the virality of its content (+0.16) does the brand have to admit defeat to its competitor Breitling (+0.85) on Twitter.
David Eicher adds: "Cartier achieves top awareness values on all three channels. This means that the brand has a particularly large number of fans on Facebook, Twitter and YouTube."
With a scaled value of +0.14, Tag Heuer emerges as the winner from the overall ranking on YouTube. The brand posts by far the most videos there - a total of 59 videos were uploaded in the period under review. Alongside Omega (+0.85) and Rolex (+0.55), TAG Heuer (+0.54) is the most active on its YouTube channel. However, this is not directly reflected in the size of the brand community, user approval or the virality of the content: in terms of awareness (+0.08), applause (0.46) and amplification (-0.07), Tag Heuer only achieves values in the midfield. Overall, however, the brand achieved the best average score in the check.
Under the motto "World class on the ground. World class in the air.", two films show that Swiss is just as passionate about the sport of athletics as it is about flying.
One spot shows the women's relay team with Mujinga Kambundji, Sara Atcho, Lea Sprunger and Marisa Lavanchy strolling through Zurich Airport and encountering a group of flight attendants. Because, unlike the sprinters, they are on the treadmill, the Swiss employees see their chance and challenge the athletes to a running duel.
The other spot revolves around hurdler Kariem Hussein and the women's relay team: because he is in danger of missing his flight, he turns to a helpful Swiss pilot. He sprints with him in best hurdler style to the check-in counter, where his team colleagues are already waiting.
And fans are also encouraged to show their passion for athletics: Anyone who supports the Swiss athletes with a post on Instagram, Twitter or Facebook using the #hoppswiss will automatically be entered into a prize draw. There are world-class tickets and flight vouchers to be won.
In addition, a social wall on the Swiss stand at Zurich main station will show live incoming posts and tweets with #hoppswiss from all over the world during September 1 and 2.
Responsible at Swiss: Judith Schulte (Head of Marketing & Communication Campaigns), Tanja Rüeger (Marketing & Communication Campaigns), Benjamin Fehrenbach (Social Media Marketing), Caroline Berchtold (Marketing Partner & Sponsoring). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Ryan Daynes (creative director), Simon Kümin, Daniel Gremli (text/concept), Natalie Kauer (graphic design), Simon Keller (social media concept), Gianluca Pirrera (consulting), Magnus Peterson (director/cinematography), Onfilm (film production)
A giant gift including a red bow, a Twitterwall and a Tweet-o-Meter: Swiss awaits passengers with this setting at Zurich Airport on December 19, 2014. A simple mechanism makes all the elements work together: Every Christmas tweet with #SWISSMASGREET lowers the temperature in the Tweet-o-Meter. At 0°C, the Christmas magic begins. The present opens and the surrounding audience is surprised with musical and culinary appetizers.
To ensure the greatest possible response on the Twitter wall, the Webguerillas included Swiss Interational Air Lines' online and social media presences for communication. A strategy that proved effective: With a tracking value of 700,000 impressions in just one day, both the client and the agency are more than satisfied. And to ensure that the gift is not only enjoyed at the airport, Swiss thanked its passengers with a Youtube video and wished everyone a hearty "Merry Swissmas".
//www.youtube.com/watch?v=iHOu-QVnCZk
Responsible at Swiss Airlines: Nadja Waldraff (Social Media), Benjamin Fehrenbach (Intern Social Media). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Ryan Daynes (creative director), Gianluca Pirrera, Jan-Hendrik Senf (consulting), Frank Engelhaupt (text), Michael Kindermann (Snapfilm), Frontwork (gift box), Voice Academy Zürich (vocal artists), Spool (Christmas elves).
Private individuals can use Sharoo to rent out their car on the online platform and earn some extra money. Renters become more mobile and only pay for a car when they really need it. This makes both economic and ecological sense: according to the German Nature and Biodiversity Conservation Union, a car-sharing vehicle replaces an average of four to eight private cars. Nowadays, a car stands around unused for an average of 23 out of 24 hours*, which is a lot of unused potential. Sharoo offers a solution with which this potential can be better utilized in a simple way. Sharoo needs to raise its profile in order to achieve this even more comprehensively. The current campaign aims to attract additional landlords and tenants.
sharoo kicked things off with a colorful guerrilla campaign. For three days in November, colorful balloons with a voucher for the Access Kit worth CHF 399 were attached to cars in the city centers of Zurich, Bern and Basel. Job advertisements were placed in the Ronorp newsletter and on the social job-sharing platform Recomy, looking for "employees" who would like to earn some extra money without lifting a finger.
The statement "Let your car work for you" was also dramatized in a radio spot that is currently being broadcast on Radio Energy Zurich, Bern and Basel. As part of a cooperation, Sharoo is also providing information about the pioneering car-sharing model in radio interviews.
On a Saturday in November, sharoo also hijacked the parking garage at Limmatplatz. A manipulated ticket machine rewarded car owners with 20 francs for their parked car to illustrate the benefits of sharoo. The campaign was filmed and the video was published on YouTube, sharoo.com and other platforms such as Facebook and watson.ch - with over 100,000 views after just half a week, it is spreading like wildfire.
//www.youtube.com/watch?v=pUDSeN1d5fM
Responsible at Sharoo: Eva Lüthi (CEO), Carmen Spielmann (COO). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Ryan Daynes (creative director), Simon Kümmin, Melanie Gut (text), Jan-Hendrik Senf (consulting), Michael Kindermann, Snapfilm (video), NJP Studios (radio spot).
Everything revolves around personal training rituals. The aim is to pick up users in their ritual convictions and connect them with Odlo's expertise. With "The Art of Layering", Odlo, the inventor of functional sports underwear, conveys how perfectly combined layers of clothing ensure a training ritual with maximum effect.
//www.youtube.com/watch?v=VdINkT6kXqU
The campaign starts with a video commercial that illustrates the idea behind the campaign and links to the mobile site Odlo-ritual.com leads. There are expert tips, further insights into the training rituals of successful athletes, all ritual collections and a large-scale competition. Odlo invites users to post a picture of their own personal training ritual on Instagram to upload. Every picture with the hashtag #Odloritual will be entered into the prize draw to win a complete Odlo Ritual outfit.
In this case, the selection and type of platforms also represent the clear strategic focus on mobile users, as the "Odlo Ritual" collections are made for athletes who don't let the cold or wet stop them from living out their training ritual outdoors.
Responsible at Odlo International: Santhiram Sri Ganesh (Head of Digital), Christopher Zunner (CRM Analyst). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Ryan Daynes (Creative Director), Zübeyir Yilmaz (Online Concept/Information Architect), Annika Eigenmann (Text Concepter); Petra Moser, Gianluca Pirrera (Consulting), Patrik Johäll, Superstudio SE (Photo), Magnus Peterson, PGF Motion AB (Film).
Didier Cuche was one of the most successful Swiss skiers of all time. In 2012, he skied his last World Cup race. But that didn't mean he swore off high speeds - on the contrary: Cuche has since acquired an international racing driver's license and drove a car race for Audi for the first time: the Nürburg 1000 on the occasion of the Blancpain Endurance Series. He thus complemented the Swiss team of Rahel Frey and Nico Müller in the six-hour race. Unfortunately, the weather was not kind to them: Rahel Frey retired after spinning before Didier Cuche could even drive. But that's not the end of his second career, that much can be revealed: It will soon continue. Webguerillas Zurich was also at the start and reported live from the "Mission Cuche".
The full-service agency for digital marketing was on site with a film and photo team and reported on the Facebook page of Audi Switzerland Facebook.com/audiswitzerland from qualifying and race.
Thanks to the hard work of everyone involved, the team was able to regularly entertain and inform the Audi community during the weekend with film and photo posts and offer added value for all fans who were not on site.
//www.youtube.com/watch?v=tFeIzbOAVx0
//www.youtube.com/watch?v=xuG6RiS5IDA
Responsible at Audi in Switzerland (Amag): Katja Cramer (PR/Communications). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Philipp Pongracz (project management, photo), Ryan Daynes (creative director), Simon Kümin (text/concept), Remo Eisner (photo), Indivisuelles (film).
The result is a Website in Responsive Design, which means that it is also optimally displayed on mobile devices. The modern, bright layout and the appealing imagery should invite the user to click through the sweet assortment and the interesting company. Thanks to the simple navigation structure, the intelligent search filters and the optimized user flow, interested parties can find their way around the website at any time. The integrated, worldwide store finder brings users safely to the nearest Läderach store. According to the press release, a comprehensive online store will be launched at a later date.
Responsible at Läderach: Andreas Trümpler (Director Marketing and Development), Nathalie Ziswiler (Head of Communications). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Moritz Capelle, Tatjana Meichtry (consulting), Richard Wegele, Michelle Danilschenko (art direction), Ennio Cadau, Annika Eigenmann (text/concept).
Since the beginning of December, new Petra Moser expands the digital specialists in the consulting of Webguerillas. Petra Moser has worked in various interdisciplinary agencies, most recently at Jung von Matt/Limmat.
The creation team also has a new addition to report for text/concept. Annika Eigenmann, who worked on various integrated campaigns at Rod Kommunikation before her trip around the world and helped shape the agency's digital development, joined the creative team in November.
"With Annika and Petra, we were able to sign up two desired candidates who will positively influence the creative output of the agency," says managing director Dino Ceccato.
Many Swiss people have only one emotion when it comes to health insurance: anger. KPT proves that there is another way: as surveys regularly show, KPT customers are more satisfied than average. This is thanks to innovative online solutions and personal advice. KPT's service puts a smile on the faces of all its customers, according to a press release.
Now KPT is making the whole of Switzerland smile: with KPT Smileball, the first pinball game that is controlled by smiling. A sophisticated face-tracking algorithm transfers the movements of the corners of the player's mouth to the two "fingers" of a virtual pinball machine. KPT Smileball is available as a desktop version on Smileball.ch, on Facebook and as a smartphone app for iPhone and Android. Last Friday, Smileball could even be played directly on the YouTube homepage: With their idea, webguerillas won a creative competition organized by Google and thus a masthead banner placement for one day. Webguerillas also developed an offline version of the game: In collaboration with the pinball experts from Schwab Spielautomaten, a real pinball machine was converted so that it can be controlled via face tracking. The Smileball pinball machine toured five Swiss cities last week and elicited smiles from passers-by.
The Smileball campaign should not only trigger smiles, but also generate leads. For this reason, a competition has been integrated into the application in which a comedy trip to New York will be raffled off. Anyone who completes the entry form can receive a health insurance quote from KPT at the same time.
Responsible at KPT: Sonja Kunz (Head of Corporate Communications). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Conrad Malcher (creative direction), Daniel Gremli (text/concept), Michelle Danilschenko, Richard Wegele, Iwan von Rickenbach, Davide Bonina (art direction), Michel Bognar (social media), Spiros Margaris (development), Philipp Pongracz (consulting), Frame Engine (video production).
//www.youtube.com/watch?v=GaBaFmxXlBU
//www.youtube.com/watch?v=3Sb-C9YrvFQ
For the fourth time, Sihlberg Castle will be transformed into a meeting place for the global radio community. The International Radio Festival brings the most influential radio producers to Zurich. The festival offers professionals and the general public a platform to present and celebrate the best music radio programs.
The Webguerillas agency has sent the IRF Radioheads on tour through Zurich for the International Radio Festival. Anyone who encounters the quirky figures in the city can look forward to a special preview of the festival. The official channel of the IRF, which has been on air since August 26, can be heard from the built-in sound system. The guerrilla campaign is rounded off by a broad banner campaign.
The International Radio Festival runs from September 4 to September 8 at Sihlberg Castle and is open from 5 p.m. onwards. You can listen to the web radio at Player.internationalradiofestival.com
Responsible at International Radio Festival: Darryl von Däniken, Miguel Alvarez (overall responsibility). Responsible at Webguerillas: Dino Ceccato (overall responsibility), Conrad Malcher (creative direction), Ennio Cadau, Daniel Gremli (text/concept), Davide Bonina (art direction), Moritz Capelle (consulting), Diva Obscura (realization Radioheads).
