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Posts Tagged ‘Digital campaign’

Brands that put the campaign into the hands of the consumer struck me in particular as a rising trend, playing on the idea of ‘make the idea yours’. This seems to be an effective approach; brands are now lending the success of the campaign to the consumer by getting them involved. This may be through asking for their creativity or like Pepsi, asking consumers to suggest ideas to help build the success of their campaign.

Pepsi’s bold move to refrain from NLF advertising and invest in social media

Pepsi announced that in 2010 it would allocate its usual 20 million US dollar advertising spend from the NFL to invest in social media increasing its digital spend by 60%. The charity campaign Refresh Everything gets individuals involved by asking them to suggest charities for Pepsi to support.

Key digital campaign elements:

  • Conversation and engagement – with 32 grants given each month over a five month period, interested individuals and groups will feel they have a chance that their suggestion will be selected providing an incentive to enter and significantly aiding great conversation around the brand
  • Giving ownership – it therefore goes without saying that there will be a large pool of individuals and groups that would have directly contributed to the development and campaign roll out
  • Strength and consistency in message and activity – this campaign will be rolled out and integrated into all of Pepsi’s marketing effort for consistency and strength of message
  • Socially responsible message – strong focus on charity
  • News worthiness – such a bold move to refrain from NFL advertising and reallocate budget is news alone, coupled with the above points certainly makes for an interesting story amongst the industry
  • Demonstrating forward thinking and commitment to digital – shown by the fact that Pepsi’s digital efforts run through their marketing activity, even looking outside the campaign we see Pepsi has provided brand sponsorship to Social Media Week in New York. Such a strategic move would suggest that this decision and commitment is supported by senior management, highlighting that they are serious and committed to digital.

Success factors:

  • The test will be to see how this impacts competitor sales with Coke who has integrated a charitable campaign element to their Superbowl advertising.
  • Will the combination of socially responsible behaviour through charity activity and a digital campaign create the right types of conversations, awareness and associations around the brand to reach Pepsi sales targets and competitive positioning?

What do you think of Pepsi’s move? How effective do you think their approach is and should other major brands also be moving in this digital direction?

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Giving consumers a personal stake in digital campaigns seems to be rising trend propelled by Dunkin’ Donuts as they celebrate their 60th birthday with their “Create Dunkin’s Next Donut” contest.This is an open contest whereby anyone can get creative and concoct their own donut creation for a chance to win a grand prize of 12000 US dollars.




The Dunkin’ Donuts campaign is being run following the success of last year’s campaign which generated more than 130,000 donut submissions and 174,000 votes. This year the one month competition is going digital.

Key digital campaign elements:

  • Making the contest come alive through the consumer – consumer driven contest
  • Putting the creativity in the hands of the consumer – allowing the consumers to get involved in product development by creating their own donut through a donut-building website, judged on ingredients, imagination and aesthetics, this gives a personal stake and personal touch to the campaign.
  • Viral / shareable – because the campaign has installed a great sense of ownership, individualism and creativity, it has a strong viral nature. Participants are able to share their saved creation over various social media sites such as facebook.

Success factors:

  • The success of the campaign will rest significantly on improving on the 2009 campaign sales results and increases in key campaign stats such as entries, votes etc.
  • The digital element of the campaign will be expected to deliver higher offline sales and competition stats.

How do you think this campaign will pan out, do you think the integration of digital has what it takes to significantly increase the success of the campaign over and above 2009?


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As a New Zealander I grew up going through stages of loathing and loving Marmite. I realised the way to appreciate the greatness of it was to combine the thick black spread with cheese in a toasted sandwich. Marmite, “you either love it or hate it” so how do you go about launching an ‘extra strong’ Marmite. Take a look at we are social’s two phase digital campaign for their client Unilever on Marmite.

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