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Posts Tagged ‘viral’

Measuring ROI within Social Media campaigns – The Man Your Man Could Smell Like

October 24, 2010 Leave a comment

This year Proctor & Gamble’s Old Spice and the ad agency Weiden & Kennedy (W+K) received significant attention with their innovative integrated marketing campaign which started with tv broadcast spots and then moved into the social media space. Many hailed the creative effort, but some industry experts, including BrandWeek and Fast Company initially questioned the effectiveness of the campaign asking if it drove revenue. (Once updated figures were released, several publications quickly made corrections).

While there are many different ways for determining a campaign’s success (awareness, demand, increased likelihood to purchase), in most cases, Creative has to prove its value and that the work must positively contributed to the bottom line. W+K and P&G took great care in monitoring the Old Spice campaign in the digital form (views, tweets, unique page views and engagement) and in the form of a ringing register (sales, market share, share of voice). This enabled them to correlate the social media effort (as a part of the overall IMC strategy) with an increase in brand awareness, engagement, market share (both for body wash, and in a ripple effect, other Old Spice product categories), and finally and most importantly to the CFO – an increase in sales and revenue.

The video made by W +K (post below) is a great case study for not just a social media campaign, but also how an agency/marketing team can show how a campaign can effect the bottom line. The Old Spice campaign, with W + K’s help, has been able to do something rare in the industry today: combine memorable, outstanding creative with the almighty dollar.

In addition to the increase in market share and profits, the campaign has received accolades and awards, including an Emmy). The idea of the “Man your man could smell like” has even taken on meme status, and truly has gone viral, enough for even Sesame Street to notice.

Hopefully this creative success will lead to more innovative campaigns overall that are smart and resonate with the target audience, making just a bit more of all that communication clutter worth paying attention to.

Via: http://jasonpollock.tv/2010/08/is-old-spice-the-social-media-case-study-of-the-year-watch-this-video/ed

Look Who’s Talking Too Horrible to Watch

March 31, 2010 Leave a comment

So, let’s be honest, we all love those eTrade babies. They’re hilarious. Remember the golf one? Or the one where that baby puked? Good stuff. Babies are funny. Regardless of the fact that it’s basically the same exact ad concept as the Geico Cavemen but with a positive spin, it’s still an entertaining ad, and i didn’t mind my dad and aunt both forwarding it to me. Also, name another stock trading site, I dare you.

But, today they announced an eTrade MOVIE starring the babies. A talking baby movie? I liked that movie in 1989 when it was “Look Who’s Talking”. Or its sequel “Look Who’s Talking Too” or “Baby Geniuses” or “Baby Geniuses 2”. Maybe, though, I’m proving their point that a talking baby movie can’t possibly fail. Or maybe we’re gonna have another NBC Cavemen sitcom situation, and it will be a total flop. Can a viral video really create enough plot and palatable jokes to fill a whole hour and a half long movie? I’m anxious to see what happens (although you couldn’t pay me to see the movie). Either way I hope it’s filmed completely with a webcam.

Here’s a link to the Movieline article: http://www.movieline.com/2010/03/bad-news-lindsay-20th-century-fox-is-developing-an-etrade-baby-movie.php

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