Jersey Doesn’t Stink — Learn Social Media by Example

Social Media Campaign Stat Box

: Jersey Doesn't Stink

: Cause Rallying

: http://jerseydoesntstink.com/

: Facebook, Twitter, Youtube

: New Jersey residents

: Emotional

: June 2010

What is it about?

New Jersey, a state so bad they cut it’s name in half, chewed it and spat it so that now most people call it Joisey. No one is quite sure how Jersey does it, but it takes an awful lot of energy to maintain the reputation that it has fostered across many generations, while the title of the Garden state is what is written on NJ’s license plate it is better known by its many other colorful nicknames, like the Armpit of the US.

So in an attempt to capitalize on the rise of guidos to prominence through shows like MTV’s Jersey Shore, and the Real Housewives of New Jersey a campaign was born. The Jersey Doesn’t stink Campaign was launched to help Jerseyans show their pride for their state and defend it against the bashers.

The website

About the campaign

The campaign is focused on shaming the bashers of Jersey and allowing Jerseyans to express their love for their state through Twitter, Facebook and Youtube. The campaigners have had it with the jokes and comments that people make about their beloved state and have set out “rally those who are tired of the putdowns about pollution, wisecracks about wise guys, and cheap shots about corruption.

To fight back and show your pride, the website encourages users to participate through posting videos shaming those who bash NJ, talking about their pride and expressing their love of Jersey on Twitter, Facebook or by sporting some of the products that are on sale at the website’s shop.

Buzz Generation:

Facebook: 4,760 + Fans

Twitter: 389 Followers
Total Upload Views: 13,400+ Views

The campaign is still very young at only 3 weeks old and it got Jerseyites talking. Sponsored by High Point Auto Insurance and seven others, the campaign has rented billboards on the turnpike so it has both a physical as well as an internet presence. Also, the website features the comedian Anthony DeVito playing the talking air freshener in the Youtube video,  giving it the financial backing and star power to succeed at denting the state’s bad reputation.

Jerseyites doing what they do best... Complaining

Several blogs talked about the campaign, and even the Wall Street Journal and NPR wrote about it on their blog but the buzz that the campaign is creating is still very limited.

Why did it do what it did?

A smart marketer knows how to pick his fights and this is a case where passion over took logic and that’s why the campaign never gathered any steam.

  • Know your audience, people of New Jersey are infamous for not liking their state a recent survey concluded that it is one of the unhappiest states beaten by only NY and CT. So if your campaign is about those people taking pride in a place they feel unhappy in then you are fighting an uphill battle.
  • When employing stars for your cause pick someone who is not bland. If you are going through the effort of hiring some star power for your campaign at least ensure that they are polarizing and can create some discourse about themselves rather than just being bland.

What do you think of the campaign? Did you hear of it? Let us hear your thoughts.

: 1/5
: 2/5
: 0/5
: No
: 3/5

Comments and Reactions

  • http://blog.thoughtpick.com/ Beiruta

    I've never heard of this campaign before which means that its success had to be limited since I research the social media arena every day!

    Also, since there seems to be a lack of understanding of the campaign's audience, the whole effort seems to have gone in the wind!

    Maybe they could do another campaign later it with less focus on delivering the message and more focused on changing perceptions.

  • http://blog.thoughtpick.com M.Bamieh

    Well at least they had cute videos. but honestly i think that NJ of all places needs a campaign to let people that stay there enjoy the fact that they are living there, maybe they should be rediscovering the nice side of jersey

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