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.

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Image © Marcel Green

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.”

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cominmag - Rubrique web 2.0 – Arnaud Grobet

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.

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The 2010 edition of the Lift conference took place from Wednesday, May 5^th to Friday, May 7^th 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.

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cominmag - Rubrique web 2.0 – Arnaud Grobet

In a world that produces a lot of information, maybe too much, the quality of the latter is a key élément. With the Internet and, more recently, the rise of social media, we witness an explosion of the quantity of information, however not always of the best quality or authenticity. Anyone can be a sender of social objects, such as tweets, Flickr pictures, YouTube vidéos, facebook profiles and updates, Delicious links or any other virtual portal representing that many conversation catalysts influencing our own community’s behavior and indirectly that of society in general.

Information relays such as groups and communities are eager for quality information; that’s what enables them to maintain and keep their audience. And who but the brand itself could best produce the best information about itself or its products?

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