At the end of July we were telling you about Old Spice body wash campaign. This phenomenal campaign was a real hit in the USA. Its videos, from the first one released in February 2010 to the 186 response-campaign videos, made of Old Spice YouTube channel the most viewed sponsored channel in July 2010 and of all time.
A few days ago, Wieden + Kennedy, the agency who made everything possible, published a video relating the major facts and figures of its campaign, from its rather traditional phase to its social media phase. Figures should however be treated with caution as they come directly from W+k and not from an objective third party. For instance sales figures are from a period which stopped in June 2010, a month before the launch of the response-campaign. To know the impact of the personalized videos on Old Spice’s sales, we’ll have to wait a little more. We’ll share those numbers with you as soon as they’re published.
During the course of a micro-survey for one of our client projects, we, at LABEL, gathered some testimonials about the experience people have of wastes and their treatment. Someone responded that companies are hypocrites when asserting they have an internal recycling policy and that “90% of the time it’s nothing but greening to give themselves a better image but that actions rarely follow!”
This testimonial is a good example of what sometimes crosses people’s minds. “Companies pretend they’re green and say they have a waste management policy. OK, that sounds good…but what do they really do?”
The trend is to the green and people expect of companies that they adopt some responsible behaviour. Pretending to be responsible is unfortunately not enough. One has to really be responsible and prove it through actions. For Paola Norambuena, “How a brand speaks about responsibility, and how it is embedded into its very personality, is more than just a great way to talk about what your brand promises – it elevates responsibility to be an integral part of your brand.”
Old Spice – the archetype of THE integrated marketing campaign?
July 2010 in the US was marked by the Old Spice wave. This 72 year-old P&G brand comprehends a large product range, from (grandpa’s, as it is widely perceived) Cologne to deodorants, through body wash products.
The launch
To rebuild a brand awareness and consciousness, Old Spice contracted the agency Wieden + Kennedy to create a new media campaign. A poster campaign was launched and Old Spice first commercial was broadcasted in February 2010 on the main US TV channels during the Super Bowl, THE sports event of the year in the US. Full of humour and charm, this first video won the Grand Prix at the Cannes Lions International Advertising Festival in June 2010.
The link between social media, crowdsourcing, creating targeted audiences, generating buzz, and greater online distribution of media assets is beginning to transform the PR and Media Relations industry. While this has been in a growth mode in the US, its rare to see it being acted upon in Europe.
Yesterday, Usain Bolt the fastest man in the world, took part in a charity event on the organised by watchmaking brand Hublot, for whom he is an ambassador. He was on the starting line in front of the Hublot’s Headquarters in Nyon, Switzerland pitting himself against 10 child athletes. Hublot had agreed to donate 10,000 US dollars for each child who reached the finish line before “Lightning Bolt”, and ended up paying $100,000 USD to the Usain Bolt Foundation. LABEL vigorously supported the event in creating new channels and online communications through social media channels, assisting the WorldTelevision ENG, video streaming and media relations team to further the reach and awareness event.
In his latest book “Engage”, Brian Solis, one of the leading Social Media authors, introduces the concept of SRM (Social Relationship Management. The following article takes a great inspiration from a post recently read on his blog – www.briansolis.com – which I highly recommend.
SRM is not yet another acronym; it reveals a real concept which goes beyond sCRM (understand here Social CRM). Indeed SRM doesn’t focus only on the customer but applies to the whole organization.
Nestlé launched the Creating Shared Value concept at the United Nations in New York in 2009, and on Thursday 27 May 2010 Nestlé is co hosting the second Creating Shared Value Forum with the International Business Leaders’ Forum in participation with the UN Office for Partnerships. The Forum gathers world’s leading experts in the areas of nutrition, water and rural development to discuss the serious global challenges facing all of us in these three areas, and the role of business in solving them.
While the Forum is being webcast live on www.nestle.com ( from 09:45 to 18:00 CET ) the live audience has the opportunity to ask questions to the panelists or participate in parallel debate online. LABEL is assisting the Nestlé Creating Shared Value Forum and its team in hosting the debate on www.creatingsharedvalue.org
Companies and brands have been quick to adapt to social marketing principals and delve beyond the banner advertisement. Online communities present a significant opportunity to engage people around a topic they care about. Whilst many brands are building their own communities online such as Nike+, BeingGirl and Lego, human beings will spend their time and attention across multiple communities. So how does a brand capitalize on their own community and participate in other like minded communities?
The video was made by netinfluence at Lift 10 where Maria was giving a workshop about the challenges brands face to edge their way into the sacred space of conversation. Download her presentation on Slideshare and retrieve the pictures of her workshop on our Facebook.
The Swiss commerce and economics magazine Bilan named LABEL as one of the 50 Success stories for Swiss companies characterised by their spirit of innovation and their original approaches to the challenges they take on. Being the recipient of this honour, we at LABEL, couldn’t agree more. The shift in consumer media consumption patterns due to digital convergence is having profound changes on all publishers of media from music, print, TV and advertisers and it requires an innovative approach. The importance and growth of digital media through the internet, mobile, gaming networks, digital display advertising, kiosks, and other devices is undisputed. Digital media surrounds us everywhere.
” I was persuaded that it was necessary to associate marketing and new technologies back in the 1990’s . Today, the rise of the digital and social media marketing and the importance of social networks in advertising and communications confirms this.” Arnaud Grobet (41 years) founded LABEL in 2000. Since then, the LABEL group has been a leader and has been at the forefront of this change. In 2008, the company acquired MARVEL Communications, which added its experience as a leader in the multimedia and internet communications to the LABEL group.
The Secret of its success: ” During ten years people used to looked at me as though I was crazy. Today we are ahead of our competitors.”
The 2010 edition of the Lift conference took place from Wednesday, May 5th to Friday, May 7th in Geneva. During three days, speakers and participants from all over the world gathered in Geneva to discuss and debate during presentations and workshops over the latest trends in technology and their impact on our society.
On the eve of the opening of Lift 10, LABEL, as a partner and sponsor of the event, organized in its premises an apero, during which Etienne Mineur, designer at Editions Volumiques, and Hubert Guillaud, journalist at InternetActu.net and blogger on La feuille, with Arnaud Grobet from LABEL, animated an open talk with the participants on the subject: “From Newton to iPad: how will we interact with information?”.
Mixing French and English, the talk encountered a great interest among the fiftyish participants at this opening even to Lift 10. Between the speakers’ arguments, supported by videos about new and incredible ongoing projects, as well as demonstrations on Microsoft Surface, iPad and Newton, LABEL’s guests had a taste of what’s expecting them in their relationship with information tomorrow.
In the past year Facebook saw an unprecedented growth worldwide and there is no current indication that this growth will stop in 2010 or beyond. (New estimates show it is fast approaching 500 million users.) Brands, companies and organisations cannot ignore the network effect driving Facebook’s and other social networks adoption across the world. Its no longer a matter of asking whether they should be involved in this media it’s a matter of when and how they can becoe involved. LABEL recommends that elements of social media marketing and communications should be included as digital touchpoints that support traditional communications channels for any brand, company or organization today. Read the rest of this entry »
From advertising and brand identity (brand management) to development of information technologies solutions (business intelligence), via web, multimedia & social media, LABEL delivers a fully integrated services offer.
With 60 experts based in Geneva, LABEL not only advises more than 100 customers such as Nestlé, Baume & Mercier, Tag Heuer, CIO, Swissquote, Veolia, Hayek, ..., it conceptualizes, develops and implements business solutions.
Brian Solis, l’un des auteurs de référence dans le domaine des Médias Sociaux, introduit dans son dernier livre, intitulé «Engage», le concept du SRM (Social Relationship Management). L’article qui suit s’inspire fortement d’un article lu récemment sur son blog – www.briansolis.com et que je vous recommande. […]
In the past year Facebook saw an unprecedented growth worldwide and there is no current indication that this growth will stop in 2010 or beyond. (New estimates show it is fast approaching 500 million users.) Brands, companies and organisations cannot ignore the network effect driving Facebook’s and other social networks adoption across the world. Its no longer a matter of asking whether they should be involved in this media it’s a matter of when and how they can becoe involved. LABEL recommends that elements of social media marketing and communications should be included as digital touchpoints that support traditional communications channels for any brand, company or organization today.
