Posts Tagged ‘howto’
How Old Spice struck diamonds with Isaiah Mustafa at Connected Marketing Week San Francisco 2010
Byron Gordon, SEO-PR, interviews Dean McBeth, Wieden+Kennedy, about the success of their Old Spice “The man your man can smell like” YouTube advertising campaign at Connected Marketing Week 2010 in San Francisco. Dean talks about how Wieden+Kennedy measured the sentiment of the central character in the video, Isaiah Mustafa, among fans over the course of the entire video campaign. To measure the sentiment of Isaiah Mustafa’s character, Wieden+Kennedy used proprietary software called NORAD, which allowed them to pull in comments from their branded channels, and as those comments came through, and put them through this proprietary platform and allowed them to do the Q&A and edit and upload into YouTube. Then, gifts were handed out to influencers who had an existing narrative with the brand, Old Spice, this included bloggers, tweeters. Dean goes on to talk about the campaign’s use of Twitter and how effective it was in promoting the Isaiah Mustafa video. Using NORAD, the campaign architects were able to monitor the comments via Twitter of those who saw the video.
Finally, it’s the digital metrics that tell the story. With more than 1.5 billion PR impressions over the course of the campaign, becoming the #1 branded YouTube channel, and the sheer number of YouTube views (more than 130 million) to date, in a three month period, Old Spice in the body wash category, saw its sales climb 55% year over year and 107% when compared to July of 2009. Dean then shares a few lessons to those who seek to duplicate the tremendous success of the Old Spice YouTube video campaign.
Duration : 0:6:0
NHLPA on how to collaborate with digital marketers and IT professionals at SES Toronto 2010
Tracy Falke, Freestyle Interactive, interviews Casey Rovinelli, Director of Marketing for the National Hockey League Players Association on the subject of how to improve collaboration between IT and marketing departments. Casey says digital marketers need a close, solid relationship with IT more than ever because of the rapid change within the Internet industry. People, the process, and the actual technology that powers a site are the top three priorities for companies to devote sufficient resources to in order to help both marketing and IT improve their communication, according to Casey. First, marketing and IT must initiate a social contract to help facilitate improved relations between both departments and better help them understand their respective needs. Second, getting the developers and the marketers in the same room can help streamline the process for a company as it promotes it newest products. Third, from a technology perspective, marketers need to give IT a “sandbox,” according to Casey, a place where IT folks can play with their latest developments and test their newest tools.
For more information on speaking at a future SES conference please visit: http://www.searchenginestrategies.com
Duration : 0:3:22