Brand Name: Dove
Campaign URL: http://www.dove.us/#/cfrb/
Channels Used: Facebook & Twitter
Appeal: Emotional
Start Date: Around 3 years ago
Duration: Ongoing
Thousands of women tend to strut around carrying the heavy burden of being influenced by media and commercials whether they like it or not. The bar of real beauty has been shifted and the price to pay for staying “beautiful” has been raised!
Testimony of Change Due to Dove's Campaign
Therefore, and through combined marketing methods and in efforts to help in elevating the pressure females, of all ages, backgrounds and ethnicity suffer from, Dove was able to come up with a project concept dedicated to “real beauty”: Dove Self-Esteem Campaign/Fund.
While news like the new Google Buzz, the new Facebook interface and soon to come mailing system dominate the headlines, there are always smaller headlines that tend to go unnoticed. They are the headlines that let us know how individualistic and unique some of the interactions on the web can be, and how much social media is shaping our world in ways that we could not have fathomed 20 years ago.
So the Quarky News of the Web section will be dedicated to those pieces of news that might go unnoticed but still pack quite the punch.
After a wild party hosted by Orkut Büyükkökten, a senior Google engineer, Google exec barred the pictures of the night from being posted on the web. The home-warming party was wild, with female and male strippers, booze and God knows what else; so there was a good reason for the ban. Thankfully, we can always depend on Facebook for leaks when Google fails, photos of the party surfaced on it.
Orkut at a party in Jan. 2009
Brand: Sea World (Entertainment)
Campaign Website: Not available anymore
Channels Used: Website, YouTube, Flickr.
Appeal: Humor
Target Audience: Coaster Enthusiasts
Date: 2007-2008
I’m not sure if there are any statistics, but the internet seems to be one of the best niche-marketing platforms out there. It’s easier for communities that share a passion for a very particular object/service/hobby to network around each other with the tools that the internet provides.
While roller-coaster love isn’t exactly that niche of an interest, I guess it does take a serious adrenaline fanatic to join a club or read a blog completely dedicated to all the scary rides out there. The Journey to Atlantis Sea World campaign reaches out to these digital enthusiast by giving them VIP treatment.
The Journey to Atlantis ride
Yes, we are still attempting to bring a smile to your face and brighten up your day, that is why the Thoughtpick team would like to present you with our sixth fun collection of social media and networking related cartoons, jokes and clips!
Everything Will Get Social by Geek & Poke
Facebook and God! by mecool
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Brand: Nestle Crunch (Food Industry)
Campaign Website: www.forthekidinyou.com
Channels Used: Facebook, YouTube, Hotline
Appeal: Emotional for the videos, $10K for the Facebook game
Target Audience: Everyone
Date of Campaign: Winter 2009/2010
Anger. Denial. Disappointment.
Those are some of the feelings people see and display when something we love is changed. How would you feel if your mother is suddenly changing your grandmother’s 100 year-old recipe that tastes just perfect as it is?
When “New Coke” was introduced in 1985, those three feelings that Coke fans felt caused a huge backlash. A flock of angry and disappointed letters were sent to the company, and according to Thomas Oliver, the author of “The Real Coke, The Real Story“, a psychiatrist that Coke hired to figure out the problem told the company that the people behind these letters and calls sounded as if they were discussing the death of a family member.
The New Coke story was the first thing that crossed my mind when I read about Nestle’s adjustment to “improve” their 73-year-old recipe. Except that it’s 2010, and the internet, and social media in particular, are here to save the day. Nestle are making good use of the fact that they can make their consumers share the excitement about this new recipe, rather than wait for a backlash.
Crunch Challenge on Facebook
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Brand: Skittles (Food Industry)
Campaign Website: http://www.skittles.com/
Channels Used: Facebook, YouTube, Wikipedia, Flickr, Twitter.
Appeal: Innovative approach, complete outsourcing to popular websites.
Target Audience: Children and young adults.
Multi-Million Dollar and Experimenting
Often, the people who dare to experiment with client-facing channels are small, up-and-coming initiatives, or corporations that have “innovation” tied to their brand values (like Apple).
Meanwhile, when a brand like Skittles, that has been mostly the same for the past seemingly million years, dares to go all out with a rather insane experiment, there is a backlash.
At least, from the marketing side.
Backlash, shmacklash! What do marketers know anyway?
Skittles Social Media Use
