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.
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.
Every person involved in marketing, communications and web like to try and predict the future. The expression 3.0 is already used for the contextual web but have we already exploited all the opportunities that the current technologies offer us? In regard to marketing, the future first passed by the web, blogs and then social media. The latter opened possibilities of direct contacts with the consumers. Thus web-orientated agencies use social media as new direct marketing tools and don’t systematically think they must be opposed to traditional communications tools but rather consider them as being very efficient complements that aren’t necessarily expensive if well used.
At the time of Avatar, of augmented reality, of multiple web identities, etc and in a world where everything seems to become virtual, what place is left for what’s real? The first and most important one, of course.
Most of online successes are but a reflection of reality. Our marketing strategies, now called 2.0 strategies, are based on our emotions, experiences, reactions and not on those of machines or computer programms.
Here comes the New Year with its load of good resolutions. Beside stopping smoking, registering to the ridiculously expensive fitness club at the corner and promising to celebrate Valentine’s Day elsewhere than on the sofa watching a pointless TV series, many have promised themselves to launch in a frenetic rythm of « useful » reading (free papers don’t belong in this category…).
Here I could discuss a never-ending quantity of books a good webdesigner, creative, strategic planner and any other person whose job is related to the Web and social media could purchase. No way! However I can share with you a few very interesting publications, which will bring you happiness and inspiration over the long winter nights.
I chose to build various themes, so that any one of you can quickly find one or more books to purchase or to offer. (more…)
When it comes to using Facebook as the primary point or integrated into the marketing channels, some brand are beginning to find there feet by working with the endemic functions of the service. Lots of brands have also begun an integrated approach to engaging with their consumers to build buzz, distribution and awareness of their campaigns either through or surrounding Facebook. The reality is that Facebook has become the perfect supplement to any website and online marketing efforts and in some cases become a pivotal or primary focus. While not all efforts are excellent here are some that we think are working extremely well.
IKEA’s Facebook Propagation Planning Campaign has used the concept of tagging in an online competition to support the opening of a new store. Some call it a genius use of one of Facebook’s inherent functions. While some of the best campaign strategies in Facebook are simple, and nothing should be simpler than using the default “tagging” tool on Facebook to help create a bit of buzz for an online competition. Users were drawn to the new Facebook profile page of the store manager, who’d uploaded pictures of his new showrooms in a store Ikea was due to open.
“People were told that the first to tag their name on any item, would win it. With the way tagging works on Facebook, the moment you tagged anything, everyone in your network instantly knew what was up for grabs! Subsequently, thousands and thousands of people were flooding the Facebook page in search of freebies!”
Engaging in a social media strategy is both an opportunity and a risk. As always, when a situation is complex and produces fear, people who doesn’t understand it and use general fear of a catastrophy often know better how to make themselves heard. The lines that follow should help you demonstrate these opposing people that real opportunities exist and that risks are well manageable. Therefore let’s review the main issues:
The most interesting thing I read all week in the myriad of information I digest was the posting for eMarketer titled Marketers embrace Twitter over Facebook with and insightful tag line “Follow me” replacing “friend me”? eMarketer reported that “Facebook may have recently passed MySpace as the most-visited social networking site in the US, but it’s facing stiff competition for the attention of social media marketers.” So why is it so interesting for me and why should it interest you?
Marketing and advertising in Facebook is problematic. In fact its inherent culture is anti advertising and its user base have in the past voiced disappointment and disapproval of the introduction of targeted advertising. There is an high emotional attachment to the service as it relates to sharing amongst friends, family, and having fun in a protected environment. They don’t want the intrusion or interruption by advertisers. They will choose whether or not they want to be associated to you. Marketers need to learn a new approach in social networks like Facebook. (In MySpace its a different commercial proposition, brands can advertise and “own” or design their own space. )
I do believe that in the classic brand ownership argument, Facebook - the brand, is owned by it consumers, not the other way round. Facebook does not own it users it provides a service to them . Its how the consumers adopt and use the platform and what the platform provides to them that makes it so successful. Facebook has to be very careful not to upset or dis-enfranchise its consumers or it will suffer dramatically. Selling out its user base to advertisers would lead to its demise. Brands and companies operating in this environment must also be mindful of “adding value” to their fan bases and inspiring some open and fun dialogue that piques their interest. Do not assume that its a broadcast channel for self interest. You have to ask why would you, or someone else for that matter, want to befriend a brand ? What is interesting for me is that Facebook fan pages represent an emotional not a rational connection and affiliation to brands. e.g. I love / like you therefore I want to be associated to you! If you offend this sensibility you will loose your most valuable asset, your loyal and emotionally attached consumer.
Like good old fashioned direct to consumer communications such as CRM, Social Media Marketing is also about managing the relationships between a brand and its consumers and the consumer expectations of that brand. The shift in the relationship from direct to dialogue is the key difference between the two. In many recent iterations of CRM the shift to dialogue has also become the norm. The principals behind CRM and Social Media Marketing (SMM) are in fact the same, managing and nurturing relationship through a value proposition or value exchange. Whether it’s an actual product, entertainment, services, dialogue or even intangible forms of social currency such as inside information or a virtual asset, consumers expect more from brands today, and they expect it for free. The key to sustaining the relationship is to manage the expectations of the brand in the consumer interaction with the brand. This management needs to be supported beyond the experience of consumption or use to include the experience of consumer services and other brand associations as well.
The brand benefits of CRM and Social Marketing Programs are obvious. Value exchange creates loyalty and potentially advocacy – By providing a benefit you will be most successful if you also consider the value expectations of your audience. Providing value will ensure your customers continue engaging with your brand in the social landscape. In the sense of making brand advocates of your consumers your exchange might even inspire them to share the value you provide with others. (more…)
The past two weeks has been a defining period for Twitter. # Iranelection and Micheal Jackson’s death are the most recent defining moments that have allowed the microblogging service and Social Media to show their impact on mainstream mass media and government affairs. Early morning Friday (Europe) Twitter’s servers collapsed under a tsunami of tweets in the public out pouring surrounding the king of pop’s death. Not only was Twitter buckling under the deluge of Tweets but Google also served an error page and News websites around the world slowed considerably. As the news of the king of pops death broke, Google feared it was under a denial of service attack and served its error page. As it calmed down the Michael Jackson search trend was substantiated and it was rated as “volcanic”. Follow the trend on Nielsen’s Blog Pulse
According to the BBC, initial data from Trendrr, a Web service that tracks activity on social media sites, the number of Twitter posts containing “Michael Jackson” totaled more than 100,000 per hour. That put the momentary news of Jackson’s death equal to the peak surrounding the Iran protests ten days before. (more…)
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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. […]
