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The document outlines a bold plan to remodel AIG's digital strategy in order to rebuild its reputation after receiving a government bailout. It proposes overhauling AIG's online presence, going viral on social media, converting customers into brand messengers, and measuring success through short-term metrics like video views and followers as well as long-term increases in sales and positive sentiment. The $900 million budget plan is described as bold but borrowed from other successful campaigns.
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Edison final
- 1. Digital Shake Up A Bold plan to remodel AIGs Digital strategy
- 2. Corprate Bailout casts large shadow Bailout Destroys AIGs reputation with the people
- 3. Culture change Thinking America, squandered Cut pay to high ranking officals Minimum wage increase Prescient Bold choices must be made to win back hearts
- 4. Providing value through public works
- 6. ReBrand. ReLaunch. Overhaul AIGs online presence Aid in the creation of the conversation
- 7. Tell Them Again Delayed traditional add campaign Convert the people into messengers for us. Show them we are the good guys
- 8. KPI Short Term, Youtube views, twitter followers, blog numbers Long Term, increase in sales, contenet and attidude of the conversation
- 9. Budget 900 Million Follow the leader
- 10. This Will Work! Borrowed from other successful campaighns No one remembers you for the rules you follow Bold choices Lead to big success