Fosters make a "Good Call" by complementing TV advertising on social media
by Charles Allison on 10th May 2012
Fosters' Good Call Centre shows how brands can successfully use social media to complement an existing marketing campaign.
Consumer reactions to TNT’s hugely viral “dramatic surprise” video demonstrate the effectiveness of unique, entertaining content
by Charles Allison on 18th April 2012
As well as generating millions of views, TNT’s wildly popular viral video shows how an ad attracting so much attention can drive a positive association with the brand. The video demonstrates the effectiveness of unique and original content: consumers discussing it are highly conscious it is a piece of marketing, but this does not deter their praise
Wave: social media quarterly – maximising the impact of social media activities
by Leonie Bulman on 12th April 2012
WaveMetrix has brought together nine of the most interesting case studies of social media marketing seen in Q1 2012. Focusing on how brands can maximise the impact of their activities, our Q1 trends report investigates three key trends: the art of asking questions, using social media to support celebrity campaigns and getting the most out of Twitter activities.
Converse increase the desirability of their boots with a Gorillaz viral video
by Leonie Bulman on 20th March 2012
Converse show how joining forces with celebrities or artists who fans relate to can successfully generate desirability among their target audience.
Old Spice guy hijacks the adverts of fellow P&G brands in “powerful” new viral campaign
by Rachel Ditchburn on 9th February 2012
Old Spice front man, Terry Crews, crashes the adverts of Charmin and Bounce, exclaiming Old Spice Body Spray is too powerful to stay in its own commercial! The series of in-your-face adverts has driven a surge of positive online discussion and demonstrated an original way for companies to get dual exposure for their products.
Namco shows how to drive different types of consumer engagement on YouTube
by Charles Allison on 1st February 2012
Namco Bandai Games' grafitti based YouTube video for SoulCalibur V shows how brands can increase engagement by appealing to broader audiences, through not necessarily around the brand and its products.
Axe’s plan for first real-time comic book creation successfully drives product buzz
by Rachel Ditchburn on 5th January 2012
Axe is calling on fans via Facebook, YouTube and Twitter to help write the world's first comic book created in real-time. The positive reaction, even in the early stages of the campaign, shows how effective an innovative social media approach can be in capturing fans' imagination around a product range and brand.
Rihanna fits well as the new face of Armani Jeans and Underwear
by Rachel Ditchburn on 11th October 2011
Rihanna is the latest celebrity to be signed by Armani to front its Jeans and Underwear lines. She features in a short film for the clothing brand, which is currently trending on YouTube and appealing to men and women alike. She shows how big name celebrities can successfully engage consumers around a campaign, providing they are well-liked and their "face" is perceived as a good fit with the brand.
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