Mariamz

Posts Tagged ‘advertising

Far too often, brands forget that their “messages” in and of themselves aren’t always compelling to someone who doesn’t work there… Would you care if you got an email [from a company in which you have no professional interest] asking you to like its Facebook page so you could get ‘exclusive’ access to its new commercial?

Christopher Barger, in The Social Media Strategist

Disclosure: Christopher is a current colleague of mine at Porter  Novelli

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Bloggers and sites need revenue to survive… so sponsored content and links are a norm we have become used to. Most web users understand and appreciate its place to help support the content and engagement they love… they grasp that flexible online business models are integral to quality and innovation. But the key from a publisher’s perspective and any brand placing content – is disclosure. iVillage is currently doing this in a neat way on its home page – highlighting, and tactfully disclosing content on its site that provides a revenue stream via sponsorship:

For formal guidance on staying within the law when sponsoring content or bloggers online, follow the links below:

As a marketer on Pinterest for your brand or organisation, there are 5 key engagement options for your activity:

A couple of weeks ago O2 ran an incredible campaign that was like a ‘choose-your-own-adventure’ experience.

A series of tweets told a story and encouraged users to click on different hashtags to take the next step.

Each journey ended up with a voucher showing that O2 users get the best deals on whatever they choose to do.

Bruce Daisley via Vikki Chowney

More about the o2 campaign

Win a pair of Butterfly Twists with Confused.com    How to win:    1. Follow Confused.com on Pinterest    2. We will then add you as a contributor    3. Pin a picture on our 'Driving in Heels' board of yourself wearing your most extravagant heels and then label it 'I want to win a pair of Butterfly Twists with Confused.com'      Full terms and conditions: http://www.confused.com/privacy-and-security/terms-and-conditions/butterfly-twists-giveaway-terms-and-conditions

Great concept from Confused.com – presumably in collaboration with Butterfly Twists.

Of course, as YouTube commenter unreal203 pointed out:

There are tens, if not hundreds of millions of women all over the world who drive in heels every day with no problem. It’s not a hard skill to aquire, if it can even be classified as a skill at all. Real women do it in heels.

unreal203

Haha. Too true. And IMHO if a woman was running the competition you’d also get a fabulous pair of heels to change into / out of thrown in as well as the sensible flats… So it’s a bit of a gimmick that doesn’t quite get how a women might see all this. But still. All in all it’s nicely done:

  • Integration of YouTube video and Pinterest board
  • Creatively delivered play on social object (heels) that women (including me) already love to share on Pinterest
  • Interesting (almost) civic message on road safety which ties back to brand (insurance) proposition.

Today Kit Kat UK ends its grand social campaign to choose who will be the next ‘Chunky Champion’ (voting ends midnight tonight).

This truly integrated communications piece, where the brand released four limited edition chocolate bars of different flavours and asked the public to vote on which will remain in the nation’s sweet shops, demonstrates how a social media campaign can work across multiple platforms in harmony.

It also speaks to the promise of social media enabling even massive corporations to bring people into their product decision-making processes.

Facebook voting

The Kit Kat UK Facebook page has enabled voters to select from four choices for the Kit Kat chunky bar. With well-positioned use of a ‘like-gate’ (you can move around the page but not vote until you ‘like’) page visitors are enticed in to make their selection.

After the necessary ‘like’ you are presented with a clear and compelling voting page…

But the mechanics are a little clunky after this point – after getting to the voting app you need to click again to confirm your vote or enter your details for the competition. This seems a little unnecessary – personally I would have designed it for votes be submitted first and offer the competition option to users afterwards, but it’s a fairly minor detail.

Of more annoyance is the way Facebook’s news privacy controls work -after hitting vote you get its weird app halfway house… the social media equivalent of the Beetlejuice waiting room.

 

And on the app screen while it is good that you can restrict who sees this activity to certain lists of friends, you cannot select more than one list (maybe they need a visit from a friendly G+ engineer on this one).

Word of Mouth

From personal experience the Word of Mouth on this has been truly buzzing… I’ve heard several complaints that you ‘can’t get hold of a peanut one anywhere’. This meme also spills onto KitKat’s Facebook wall – where it might be considered whether this ‘shortage’ is actually rather convenient PR for the campaign…

Interestingly I have mostly seen women on social media talking about wanting the white chocolate version (currently in second place) – whereas the campaign is aimed at young men – and the peanut butter version has been the clear winner throughout.

If more women are saying they want white (we know they generally communicate more on social networks like Facebook than men do) – but peanut butter is still winning – perhaps this means Kit Kat have indeed hit a sweet spot by appealing to rafts of men who will hit the vote button but not necessarily engage in conversation about it. (The campaign was designed to reach a male audience).

TV and radio

Radio ads have sent people to the Facebook page to vote – specifying that participants must be over 18. Even more compelling has been the strategic tie up with ITV – which has enabled ads showing live voting updates to be screened on prime TV ad slots.

YouTube

For YouTube KitKat recruited four well known actors from the cutting edge of comedy to support the campaign with webisodes where each campaigns for their flavour:

  • KIT KAT Chunky Orange supported by Miles Jupp, known for his role in In The Thick Of It, and his appearances on panel shows Mock The Week and Have I Got News For You, offers the addition of a zingy orange flavour
  • KIT KAT Chunky White Choc supported by Tony Gardner, known for his roles in The Thick Of It and Lead Balloon, sees the famous Kit Kat wafer encased in luxurious white chocolate
  • KIT KAT Chunky Double Choc, supported by Miranda Hennessy, known for her role in Channel 4’s Phone Shop, adds an extra layer of milk chocolate to make for an indulgent chocolatey taste
  • KIT KAT Chunky Peanut Butter supported by Jason Lewis, star of his own MTV show The Jason Lewis Experience, sees the return of a popular past variant with its own distinct flavour combination and new recipe

The Results

Anecdote aside there are early signs that the campaign has reaped dividends on Facebook. In addition to obvious engagement on the UK Facebook wall they have seen massive growth in likes since the campaign began – they have been one of the top growing pages in the last month on Facebook:

Source: Social Bakers

Coca-Cola is extending its Arctic Home campaign (a WWF partnership to save polar bears) with a mobile website that ties in with its Super Bowl ad campaign to drive charity donations. The advertising runs across three screens – television, mobile and social media.. [and] real-time information from the game will change how it displays. For each video a consumer shares to friends and family via Facebook and Twitter, Coca-Cola will donate $1 to its Arctic Home campaign. Coca-Cola will also donate $1 for each user who RSVPs to interact beforehand

Lauren Johnson


This blog is about utilizing and optimizing the social web for business, pleasure and social change

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