Top 100 Social Brands revealed


The list of the top 100 social brands was released this morning. A couple of surprises in the Top 10 – including GiffGaff (who I have never heard of!), Best Buy UK & Blendtec

The top 20:

  1. Dell
  2. Nike Plus
  3. Starbucks
  4. giffgaff
  5. Best Buy UK
  6. Zappos
  7. Innocent
  8. Groupon UK
  9. Blendtec
  10. Converse
  11. Pampers
  12. BBC Radio 1
  13. BBC
  14. ASOS
  15. AVG
  16. Child’s i Foundation
  17. Nokia
  18. Moo
  19. Old Spice
  20. Sony Playstation

For a full list of the 100, and a great review of the survey, check out this article on The Wall.

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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!

The Feed, Orange: Animating your love stories


The Feed, which appears to be worked on by the great team at Poke London, is Orange’s consumer blog, and a really great example of how to keep something fresh and engaging. Each week it offers great competitions or give-aways which are created to generate buzz and social activity and are guaranteed to keep people interested and engaged with the brand.

This week they have picked up on the Valentines theme and are offering to animate your love story. By tweeting your story with the #feedlovestories hashtag you could get a unique animation by Tom Judd and Ed Barrett to send to your loved one. Great idea!

The investment behind this blog in terms of tools, design and resource is obvious. It’s just a shame that they have not utilised Orange’s other assets to push it a little more. Perhaps the remit is for it to grow organically? Either way, my personal favourite activity from The Feed was their #winterwarmer campaign which ran a couple of weeks ago, during which they reacted to tweets using the #winterwarmer hashtag to send hot chocolate and scarves to ‘cold’ people in certain key cities around the country. I didn’t get one personally, but I’m sure if I would have done there would have been some nice positive tweets from me about Orange. I wonder if they’ll give me something for blogging about them?……….hint hint

#soirritating


There is a lot of talk in Digital Marketing ‘land’ at the moment about the recent campaign by US Shaving Gel ‘Edge’ where, similar to KLM’s Social Surprise Experiment, they offer random acts of kindness to users of Twitter in order to create a buzz around their brand.

Edge, owned by Energizer Holdings, have created an ‘Anti-Irritation Zone’ campaign (obvious brand tie-in to their product benefits) aimed at helping people with the everyday irritations of life.

In the beginning a small team literally read through thousands of tweets to find any where people mentioned being ticked off about something, and then selected ones which they could help with – such as sending the guy who had run out of cereal enough cereal to last him a very long time, and sending the woman who complained about having Spanish voices in her head a Spanish-English dictionary.

Since September they have sent out over 200 ‘anti-irritation’ gifts and the #soirritating hashtag has now grown into thousands of tweets by people desperate to be chosen (I am #soirritated that my car is not an Aston Martin, and #soirritated that I don’t own a private Caribbean Island).

“One of the top things is really resource commitment, and really understanding that in order to have the frequency and the level of engagement required to talk with people in a meaningful way, it takes time,”

explains Andrew Foote, senior vice president of Edelman Digital.

However, one thing that I find really ‘irritating’ about this whole campaign is their failure to focus on the basics. Their website is TERRIBLE! There is no mention at all of the campaign, and the flash interface is just really….well…irritating! Just goes to show that no matter how great the idea, you’ve got to sort out some basic housekeeping before doing anything else.

What they have done, however, is focus on key websites and blogs to advertise the campaign, and to create a sponsored area on the Funnyordie website where people can upload their own videos allowing them to publicly vent their frustrations. Nothing I could find on YouTube though, which is a little odd?

No denying that they have got a lot of people talking about them – I wonder how well it’s working in the US to sell more of their product and strengthen their brand?

Coca Cola – Expedition 206


Tagged as the ‘largest Social Media project ever’, Coca Cola has recently wrapped up its Expedition 206 campaign, which sent 3 people (voted for by the masses) to 206 Countries around the World (where their products are sold) in search of happiness.  The entire trip was of course documented with posts on the official website www.expedition260.com, pictures and videos of the small teams exploits.

Conceptualised in Atlanta, US, the company saw the overall project as a Global initiative and one which depended on the local markets getting on board. In many cases, it was the first time some regions had worked within the online marketing arena, and they claim that the “unique way in which each market went about it…” contributed to the overall success of the campaign.

So, what exactly do they mean by success, and how did they track it? Cleverly working with influential bloggers in certain regions the project has managed to increase local engagement online, in particular via Facebook, in countries such as New Zealand and Argentina. However, the figures on the official Twitter and YouTube accounts are very low, which some would see as an area of concern. The company have responded to this by saying that in several regions new local accounts were set up for the project and promoted rather than the main accounts. Should they have had a stronger hold on their local teams therefore to keep consistency? Possibly. However, one of their measures of success has been an internal one. They wanted to create a campaign which would encourage their Global Marketing Teams to truly adopt Social Media and to start engaging with people online, and it seems that in that sense it was a success. I like the fact that they are being open and honest about that, and that for once an internal metric has been added to the success factors.

Lloyds TSB launch new competition on Facebook


If, like me, the music which goes along with the animated TV ads for Lloyds TSB gets right under your skin, then you are unlikely to want to take part in the next ad in the shape of a little cartoon ‘you’!  However, I thought this campaign was worth writing about, as you don’t tend to see much social media marketing from the banking sector, and this one is actually quite nicely done.

The idea of the LloydsTSBMe campaign is that you can create an animated character, in the same style as the ones from the TV ads, and enter it into a competition to be part of the next actual advertisement.  By taking part and adding your creation to the gallery, you will also post to your wall and encourage your Facebook mates to vote for you and/or take part themselves. You can of course download the image and use it as your profile picture etc. also.

Nice little branding exercise. Interestingly, they have chosen not to push any of their personal banking products via their Facebook page. Some would say that this is a missed opportunity, but I kinda like the idea that they are keeping it simple and purely focused on the competition and strengthening the brand style adopted by the TV campaigns over the past few years. I’m guessing the push of products will come at a later date once the winner is selected.

Life is a lottery – Save the Children


It’s not often that I come across a campaign which blows me away, but The Lottery of Life by Save the Children has done just that! Perhaps it’s as much to do with the subject matter as well as the execution – but then surely that’s the point? They need to make people aware of what is going on in the World and tug at those heartstrings in order to get some donations!

The idea is to emphasise what life is like for children who are not lucky enough to be born in developed and relatively wealthy countries. By spinning the virtual wheel, you get the chance to be ‘born again’ in another part of the world, with lovely animation and video work including nice touches like your name on the baby’s name tag. You can then see an overview of what it would be like to be a child in that country. Your new birth place is posted on your Facebook page so that your friends can offer to ‘support’ you, which of course all links back to not only awareness of the issues, but also donations.

The campaign is also tied in offline with some wonderful poignant poster ads:

Even with the technical issues I came across (I got the Swedish link to the Facebook app instead of an English one) and the fact that it could be more promoted on their main website, I still love this campaign!