The North Face show how linking social platforms together can help build a larger online community
by Leonie Bulman on 26th April 2012
Outdoor gear retailer The North Face have built a much larger online community than competitor Helly Hansen, with 60 times more Facebook likes and 20 times more Twitter followers. The North Face achieved this in part by linking their Facebook and Twitter handles back to each other.
Lack of consistent hashtag promotion costs RBS for Six Nations sponsorship
by Andy Pilkington on 28th February 2012
Analysis of the weekend’s Six Nations clash between England and Wales reveals that RBS failed to successfully leverage their sponsorship of the championship to make a social media impact. Lack of promotion and consistency meant that consumers used their own hashtag when talking about the event, rather than the official RBS promoted tag.
Heineken’s Valentine's Day campaign lets consumers ‘serenade’ a date online- proving to be a hit with both men and women
by Rachel Ditchburn on 2nd February 2012
Heineken's new Valentine's Day campaign, "The Serenade", shows how to build a sense of fun and excitement around a brand, while appealing to a wide audience and encouraging consumer-to-consumer engagement.
Burberry drives buzz around its AW12 Menswear collection through ‘Tweetwalk’ campaign
by Rachel Ditchburn on 19th January 2012
Burberry repeats the success of its first Tweetwalk, driving product and brand discussion around its AW12 Menswear collection and demonstrating to other luxury brands how to maximise publicity through an innovative social media approach.
Wave: social media quarterly – using social media more creatively to engage consumers
by Leonie Bulman on 12th January 2012
WaveMetrix analysis of how brands have used social media during Q4 2011 highlights some of the most innovative strategies seen throughout the year, such as crowd-sourcing and using Twitter hashtags more creatively. 2011 has seen brands let consumers do more of the talking, promoting fan-to-fan engagement.
Tweeters respond in realtime to Steve Ballmer's CES keynote
by Leonie Bulman on 10th January 2012
Minute-by-minute analysis of Tweets responding to Steve Ballmer's keynote during CES 2012 shows that Tweeters respond instantly to specific announcements during the event. Tweeters respond in an intense, but extremely short-lived manner, showing marketers that they have just a few minutes to leverage a surge in Tweets about a specific product or brand.
HP's TwitterWisher campaign spreads New Year's cheer, but not among wildlife lovers
by Charles Allison on 4th January 2012
HP's Twitter Wisher campaign shows that combining digital and outdoor marketing can prove popular with consumers, but exposes the pitfalls of a potentially environmentally unfriendly campaign.
"Tebowmania" around Broncos' shock NFL victory shows how Twitter can be used to track live reactions
by Lawrie Doran on 15th December 2011
Analysis of minute-by-minute tweet volumes during last Sunday's NFL Broncos-Bears game shows how real-time social networks can be used as a barometer of consumer reaction to very specific moments
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