Febreze launch Global ‘Breathe Happy’ campaign

The latest integrated campaign by Proctor & Gambles $billion air freshener brand, Febreze, kick started last month in the US and is due to launch in the UK next week.

Following a (resurrected) current trend of using ‘real people’ video evidence to show how great a product is, the brand set up several ‘social experiments’ – such as bringing smelly fish, goats and sweaty bodybuilders into rooms with unsuspecting volunteers, or blindfolding people and leaving them in places which have been set up to resemble the aftermath of a nuclear war. Of course, Febreze was used to mask the pong and the people were asked to describe what they could smell and what it reminded them of.

No surprise that they smell the beautiful floral fragrance of Febreze, and not the smeg that it is masking, and that there are lots of dramatic gasps when they take off their blindfold to find themselves staring into the armpit of a bodybuilder, or face-to-face with a dead fish, and not in the middle of a beautiful meadow.

What is this telling us? That the smell of Febreze is so strong it can cover up anything? Actually, it is telling us that the team behind Febreze are starting to do some real joined-up thinking, and have developed a great campaign which will not only work well globally, but will also work across all of their marketing platforms.

The US have kick started the global campaign well, using a dedicated area of their main brand website, as well as active Facebook, Twitter and YouTube channels. There is also a competition encouraging people to share their ‘breathe happy’ stories for the chance to win free product and/or money. It’s a shame they didn’t take this concept just a little further and allow people to recreate the experiments and then share the videos. Opening up the votes would have helped to make the campaign more interactive too.

Lets hope that the UK and other countries involved use the same formula as the US, although they will need to do a little work on the online brand consistency between the main websites in order to share the collateral and microsite design already developed. I always tell my clients to sort out global brand consistency asap – if the online branding is consistent, the cost savings when rolling out campaigns can be significant.

Nike prioritise Facebook for their latest global campaign

Hats off to Nike for their latest global campaign – Chosen, which recently premiered on Facebook 3 days before TV (says a lot about the shift in priority). Not only do they demonstrate what you can really do with big video budgets – the result is GREAT! – they’ve also shown how to plan ahead effectively in order to get the best out of the content.

Their decision to target certain hard-core ‘extreme’ sports fans, who obviously live and breathe skateboarding/surfing/BMX/snowboarding and couldn’t care less about whats going on with any other sport, meant that they really had to target the content. Although the main ad (below) is a teaser for all sports combined, each area has its own dedicated video and behind-the-scenes video.  A great example of forward thinking and getting the most out of film crews, sets and stars (in this case, people who are awesome at each sport).

The long running competition takes in two seasons – summer and winter – to accommodate the various sports (not gonna get much ski action in the summer!), and calls for ‘crews’ to upload a video of themselves showing ‘their stuff’, in order to win a chance to ‘live like a pro’. Using the platform for what it does best, people can then share and vote for their favourite submissions.

Each prize is targeted to ensure that the take-up will be strong – and I’m sure it will! To be honest, watching some of the example video’s kinda makes me wish I had a crew of my own and the ability to stay on a surfboard for more that a nanosecond!

It’s interesting that the applicants need to select music from a pre-determined list of tracks rather than choose their own? Whether this has anything to do with pre-arranged ‘deals’ or strong brand guidelines, I’m not sure. Still, there are some quite good tunes to select from (in my opinion obviously).

So, to sum up, what’s great about this campaign?:

  • Amazing targeting of content
  • Forward thinking during production stage to get the most out of every content opportunity
  • Separate Facebook pages for each sport area, and in some case country specific ones too
  • Really strong and consistent branding throughout
  • Strong viral element – using Facebook simply (no fancy gadgetry), but for what it does best

Conducting a Global Digital Review

As part of a Global or International company, can you say that you know everything you need to know about your digital activity in each region? What’s working well? What is failing? Are the methods of measurement consistent across each region so that you can make decent comparisons? How are your SEM and SEO doing? How does digital fit in with your global branding – is it consistent?

It’s true that the larger the organisation, the harder it is to keep tabs on what is going on, and there are often more issues with communication and consistency, but getting a handle on this – no matter what your size – is a must before you embark on creating a global digital strategy.

The latest article within the Digital Marketing Strategy section continues to look at how to take a strategic approach to Global Digital Marketing. Following on from 1. Understanding your Global Customers, 2. What have you done so far?: Conducting a Global Digital Review will look at the following areas:

  1. Global website and digital inventory
  2. Regional Campaign activity
  3. Mobile activity
  4. Regional Social Media Activity
  5. Regional Digital Marketing Plans
  6. Regional SEM
  7. Measurement tools
  8. Regional content
  9. Global digital agencies and suppliers
  10. Regional team structure and skills audit
  11. Communication and information sharing

So, check it out! As always, I am happy to chat if you want to get in-touch about any of these topics to discuss further.

Mercedes named No1 UK Consumer Superbrand

Todays announcement of the Top 10 UK Consumer Superbrands has shown Mercedes-Benz to be number 1, the first time in five years that it hasn’t been Microsoft or Google at the top spot. The full list is as follows:

  2. ROLEX
  3. BBC
  7. BMW
  9. APPLE
  10. JAGUAR

So, I thought I would take a more in-depth look at what Mercedes are getting up to online, to see if their efforts are worthy of the number 1 spot. The answer being – that they are up to A LOT!

Their main Facebook page has almost 2.5 million followers, which in itself is a pretty impressive number, but they have also adopted a strategy of developing separate Facebook pages for many of the different campaigns or projects which they have created, and in some cases localised for the larger regions (such as the US). Some of the Facebook campaign pages which are running at the moment are:

F-Cell World Drive – which documents a 125 day Around-the-World expedition in an F-Cell, and is kept lively and engaging by the crew on a daily basis, with video and photo updates as well as links to the official campaign blog.

Mercedes-Benz Fashion Week – which cleverly links the brand to all the latest fashion trends as they first appear. The Facebook page is packed with videos of the catwalk events and regular postings and information regarding…you guessed it…fashion! It does NOT push their products whatsoever, which is great. The association alone with anything ‘fashionable’ is all that’s needed I guess.

Mixed-Tape – (my personal fave!) showcases new music and allows you to download compilations  which are updated every eight weeks. All compilations come with exclusive cover art and pictures, as well as information on the artists. The page feeds into the main campaign website where you can also upload your own tunes.

from Monday to Fashion – fashion magazine developed by Mercedes-Benz, which as well as a Facebook page and website, also has an active Twitter presence.

As you would expect, their main website is localised under the main brand domain, offering you relevent content for your country. I really love the way which they have created an ‘experience’ as opposed to just showing lots of photos, information on the optional extras, and videos of their cars driving along bendy mountain roads. Their latest launch includes an interactive ‘Speed Date’ in the  new SLK with the beautiful Ksenia Lauren.

You can upload a photo, input your name, and choose how your ‘date’ is going to go (to a point – obviously!). In the process you can truly get a feeling for how it is to drive or be a passenger in the car – probably as close as you will get without physically do a test drive.

Whilst the overall usability of the site is not too great, their content is really good. They have obviously thought about their various consumer groups and catered for each individual group need, down to the more technical people who want to know everything about the car, including how they are built and tested.

As for apps, they appear to be working a lot on linking your phone with your cars navigation system and other features, as well as just creating the more promotional apps for launches. They also have a ‘Headline Newswire’ app which can bring consumers much closer to the latest company and product information as it is released. Nothing so great as their competitor Honda’s interactive app which launched last month and enabled you to catch figures from their TV ad though.

Lastly, we can’t talk about what they have been up to digitally without mention of their Tweet Race, which launched on the 2nd February this year.

The idea being that you choose a team to follow, and the number of positive tweets each team received would power their journey to a certain destination. Whilst this was based in the US and not the UK, I’m pretty sure that a lot of Brits would have taken part, and therefore the branding benefits would have crossed the Atlantic too.

So, my overall impression of the digital-side of the number 1 Consumer Superbrand in the UK is that:

  • they know and understand their customer groups, and are creating great engaging campaigns and content for each one
  • they have adapted well to digital as a marketing platform, and are obviously investing lots in this area
  • they are using multi-platform to the max – developing lots of cross-promotion and spreading their brand across all relevant digital spaces
  • they are investing in content, which as you know is a big thing for 2011 and something which many companies (large and small) are still shying away from. Their online communities are also managed and kept up to date – not just created for a campaign and left to die in the ‘Facebook Page Graveyard’ which is quickly spreading it’s way across a no-doubt massive bandwidth!

btw – my household owns a Honda and an Audi…….

This weeks digital campaign chatter #2

My pick of the digital campaigns which have been talked about most this week.

1. Calvin Klein – cK One

Calvin Klein have this week begun the unveil on their largest global digital campaign ever. Focused on reviving their 90’s fragrance cK One, the campaign includes a website, Facebook presence, Twitter and other social media, App, offline, and pretty much anything else you can think of!

The plan is to introduce the brand to a new younger demographic, and to expand it into a ‘global lifestyle’ brand which will include underwear and jeans as well as fragrance.

Whilst the main part of the campaign is the ckone.com website, which allows users to explore the brand, products, and even find out more about the cast members featured in the videos, the App they have created for the campaign also allows users to unlock further video and behind the scenes content when they come across the billboards. Nice touch.

You can also truly be a part of the campaign by putting yourself forward to appear in the ‘box’ – the space which is used in their videos, full of pretty people in underwear talking about how wild they are. Think I might give that part a miss, myself….

2. Greenpeace – New Rainbow Warrior

Greenpeace have worked with DDB Paris to create this beautiful online campaign aimed at helping them to raise money and awareness around their replacement for the recently retired Rainbow Warrior ship.

The heart of the campaign lies in the website anewwarrior.greenpeace.org, which starts with a breathtaking video introduction, and allows you to explore the designs for the new vessel with a clever 3D tool. Rather than just donating money, you can look at exactly what needs to be purchased in order to complete the project, and ‘buy’ a particular element, making you feel more involved with the cause and probably more interested in the end result. There is also a live webcam from the German shipyard where the boat is being made, to update you on the progress.

Greenpeace are making good use of their social media communities to spread the word for this campaign, and are using both Facebook and Twitter to enlist the help of others.

3. Dulux – Let’s Colour

Well, it’s been going for almost a year now, but is STILL being talked about. I can understand why too – such a great campaign! Dulux worked with Euro RSCG London to develop their Let’s Colour campaign, which included a team of people travelling the world and helping local communities to change grey and depressing areas, into something more colourful and creative.

The results are amazing! You can really see how they are bringing communities together to work with them, and in the process creating much more inspirational spaces out of areas which were previously dull and run-down. The positive fuel this has added to their branding cannot be denied. They are not the only company to attempt something ‘social’ and community focused like this, but the way in which this campaign was executed was fantastic! The resulting videos from their initial project work are beautiful.

The social aspect of the campaign sees localised Facebook groups, where people from around the world can suggest areas that need the ‘colour treatment’ and vote for each suggested space. Participants of each project were also encouraged to create video diaries which were shown on the blog, as well as to manage dedicated Twitter accounts where they can talk about their experience.

The blog is kept fresh and inspirational in-between projects with regular updates on the use of colour around the World. Today they are sharing some photos of a lady spotted in New York with ‘rainbow’ hair. Fantastic!

4. Unilever – Lynx

Lots of talk on Twitter this week about the latest Lynx campaign – although I wonder if Kelly Brook looking amazing semi-naked and with wings had anything to do with it!

The ‘Even Angels will fall’ campaign, developed with TMW, has been created for the launch of the brands new Excite range and includes a digital game where you have to tempt the angel (Kelly) down from heaven. By doing certain tasks you can unlock different levels of the game, and even receive personal messages from Kelly herself!

You need to ‘like’ the Facebook page in order to play the game, but it’s definitely worth a go!

Puma: Celebrating darts & drunken pool

You don’t get much more integrated than this! The ‘Puma Social’ campaign seems to have it all – website, app, in-store posters, social integration AND branded Puma Social clothing! The only thing I can’t seem to find is a massive presence on Facebook, but they more than make up for that by the community they are building up on their own site and offline in bars across the Globe. You can, of course, still share the campaign via Facebook if you want to, and in doing so will confess to all your friends your preference for beer related sport (such as darts, pool and running after taxi’s in the early hours) as opposed to gym related ‘real’ sport.

The campaign celebrates the ‘Afterhours Athlete’ aka the young and reckless (remember those days?). The beautifully designed website features great campaign video (see above example), regular content such as ‘how to play urban golf’, and ‘who’s your after hours coach?’, information on the offline social events taking place in bars and student hang-outs on a regular basis worldwide, and (of course) links to the new clothing and accessories which have been created alongside the campaign.

The mobile and online Life Scoreboard app allows you to create competitions and keep a running score on anything and everything you want to turn into something more competitive. Nice idea – there already seem to be quite a few amateur football ones created by the community, although the ‘cat vs dog’ one did make me smile (there must be a story behind that one!).

PUMA pioneered the idea of SportLifestyle and built our brand on having fun,” says Antonio Bertone, PUMA Chief Marketing Officer. “With the launch of PUMA Social, we are honoring groups of friends who know the joy of playing sports at the bar rather than at the gym. The campaign shuns the serious nature of organized sports and celebrates social sports that are timeless and authentic.”

I really like this campaign. The branding is strong and the overall concept has been delivered nicely. Shame that the whole thing makes me realise how old I am though!

Heineken: Making a BIG digital entrance

Whilst it is not their first digital campaign, ‘The Entrance’ recently launched by Heineken really shows how their approach to the medium has evolved. For a start, they have launched this campaign online first, following it up later with spots on TV, which is still not the norm (even though in some cases it should be!). They have also used their online channels to offer people a deeper understanding of the campaign and their brand, with fantastic use of both Facebook and YouTube.

The video itself is great – guy walks into a party and everyone loves him. He effortlessly greets individuals in a way which shows that he understands them, and in return he is the ‘king of the party’ (This is obviously before he has drunk copious amounts of the brand in question and embarrassed himself by falling over or insulting someones dress!).

Although you can view all the campaign videos via You Tube if you really want to, if you are on the Heineken Facebook page you are asked to ‘like’ the page in order to see more of the campaign content. Once you have done so you can not only view the main campaign ad, but you are also offered the choice to find out more about all the characters the  main guy greets in the ad. These are really nice little additional videos which give a great depth to the campaign and added intrigue.

I love the fact that you can ‘play’ and interact with the campaign, in a way that only digital will allow you to do. It is also obvious that the marketing teams and agencies involved with this really thought about an integrated approach which would translate well across different mediums.

It seems that they are also pushing for more global brand consistency, having this campaign work globally for them with the same format and messaging in an effort to tighten things up. They have brought their multiple Facebook pages together to make just one and have also done the same with their You Tube channels. They have changed their logo, are standardising bottle and can designs, and are also working on their Global Website. This is something I wish more brands would do. By offering a more consistent brand with global campaigns you can still have the regional marketing teams support these with smaller localised campaigns, but will have a much stronger overall brand at the end of the day, and probably save a fortune on campaign and agency costs too!

All this work is ahead of the launch of their Facebook store, making them the first alcohol beverage to sell via this channel. The company hope to encourage their users to suggest the types of produce they should be making and selling, but will start with branded clothes and merchandise.