Here are all of the posts tagged ‘case study’.
Good news has arrived from the The Word of Mouth Marketing Association Summit in Las Vegas. The WOMMY Awards have been announced, and we’re proud to say we picked up a Gold in the Innovation category and a Silver in the Introduction category for our Marmarati campaign for Unilever. Our congratulations go to all of the other winners!
One of the projects we’ve been busy with recently is the launch of a new, stronger variant of Marmite for Unilever. We’re very proud to be working on such an iconic brand, and really pleased our work has been so well received by New Media Age and that it has been included in Contagious Magazine’s Most Contagious 2009.
Here’s an overview of the strategy we developed to launch “MXO” exclusively through social media by engaging with the brand’s most passionate fans. Bear in mind that the launch is still in progress – in fact you have until midnight on Wednesday 16th December to make your application to join The Marmarati.
One of the exciting parts of this project is the way we were able to use social media to help Unilever develop the recipe for the final product – hats off to the Marmite team for making this happen, and enthusiastically joining in the theatrical experience. It’s great to get brand advocates actively participating in the product development and packaging design, as well as creating content for the launch campaign. And of course getting involved in the conversation.
Imagine a futuristic farmers’ market getting hit by a science lab and a truck full of the sexiest booze and food on Earth.
It’s presented by The Tasting Sessions, who’ve been creating unique and immersive experiences that are unconventionally radical compared to a traditional ‘tasting’. It’s an approach that generates plenty of conversation: not only about the events, but also the products that they showcase.
We’re big fans of the concept, especially as many of the principles apply to our work at We Are Social. Getting a group of interesting, influential people to learn about something firsthand in a memorable and immersive environment is a great way to get people enthusiastically talking.
A few weeks ago, a press and blogger briefing previewed some of the food and drink to be featured at the festival, with their trademark “slightly surreal, informative and lots of fun” attitude.
Some of the more ‘guerilla art’ marketing activity has been amplified into social media via Twitter, Facebook, and Flickr, whilst the festival blog serves as a hub for the online activity, and a platform to present the various food, drink (including whisky, gin, cognac, sake, beer and wine), art and performance that are part of the multi-sensory and interactive journey into the Fluid State.
If you head to Dalston for the event (and we recommend that you do!) you’ll be better off getting your ticket online beforehand. As the Londonist puts it, this “upstart extravaganza” is “an especially tasty opportunity to have some fun”.
Last month in Cannes, Jonathan Mildenhall, Coca-Cola’s VP of global advertising strategy, admitted the multi-national corporation had been slow to embrace social media and historically, they did make some mistakes. However, if you scratch the surface a little, they’re doing some interesting things.
In April they created a new office of digital communications and social media within its public affairs and communications department, giving Adam Brown, digital communications director, and Anne Carelli, digital communications manager, oversight of corporate digital and social media communications efforts.
It’s worth watching Adam speak about Coca-Cola’s social media strategy at the recent BlogWell New York conference (start 50 secs in):
You can also see Adam’s slides here.
Coca-Cola Conversations is the blog Adam mentions, check out the Coca-Cola Facebook page, and for a UK perspective it’s worth looking at this article about ‘Let’s get together’ and the Coke Zone blog.
Of course, there’s also the famous story of the Coca-Cola Facebook page:
Update 2: Coke’s new social media policy
Update 3: Coca-Cola and social media: Fans first
Update 4: Coca-Cola builds new social media model
Last month we were proud to be one of the agencies working for Dunlop, and their specially-commissioned loop-the-loop stunt created by BBH. An ordinary car with Dunlop tyres was driven round a custom-built loop by Steve Truglia, one of Britain’s top stuntmen – not only to demonstrate Dunlop’s quality and endurance under pressure during the peak period for tyre sales in Europe, but to stoke the ‘wow’ factor and passion amongst fans of driving stunts and Dunlop’s brand adherents. It was shown across multiple media, including a dedicated microsite, a spot on TV’s Fifth Gear and social media outreach to car and viral fans in the UK, France, Germany, Italy and Spain to spread the message. That last part was our job, and as simple as it sounded on paper, we had to be quick on our feet throughout.
We had planned to build up anticipation about the outcome of the stunt prior to its debut on web and TV. However five days before the stunt went live, a national newspaper leaked photographs of the stunt, and as the day rolled on, the story was picked up by an increasing number of blogs and Twitter users. Months of careful planning was being undone, all without a mention of Dunlop in the coverage or Dunlop branding in the leaked photos.
To turn things around, we tracked down the key blogs and started a conversation with them about the video, introducing them to the microsite, talking about Dunlop’s involvement. We used the immediacy of Twitter to join the conversation about the stunt by setting up an official Twitter channel for Dunlop, talking with people who had spread the link and offering them more information about the stunt, while being as conversational as possible.
Having steadied the ship somewhat and set the record straight, we were then able to use the momentum created to reinforce our original idea, contacting driving and stunt video bloggers in five territories, providing them with photos and videos that were exclusive to Dunlop, and giving them the chance to ask questions the team behind the stunt.
The results were fantastic, and we’re really happy with them given the tight turnaround time. Not only did we get some great enthusiastic reactions on Twitter from the people we got in contact with, but we got great coverage in the blogosphere, with 60 blogs in five languages linking to the microsite, and at least another 24 discussing the stunt with Dunlop branding associated – amongst them blogs such as Gizmodo who had initially reported the leak were more than happy to set the record straight, strengthening the Dunlop brand association. And it wasn’t just about the sentiment – the total reach of the blogs involved was 8m unique users/month and 420k RSS subscribers, far outstripping the reach of the initial misinformed coverage from the leak – and almost all of the coverage was positive to boot.
There were several things that the video’s success brought out. Not only was it a demonstration of the power of social media to create and develop the conversation around something people love, but also a testament to the power of listening and responding to quickly and decisively correct mistakes or misconceptions. Social media offers you the opportunity to react and turn around a conversation at lightning speeds compared with more traditional messaging. However, you have to be friendly, open and willing to listen to and converse with the enthusers around your brand if you want them to listen and contribute back.