By Jenny Bishop, Brand Strategy Intern, MobasCore
Pepsi Max ‘Unbelievable’
One of the best campaigns for rapidly delivering valuable and engaging content was last year’s Pepsi Max ‘Unbelievable’ campaign.
With the aim of engaging a new generation of younger customers, Pepsi Max launched a content campaign tapping into the demographic’s connectivity with social media. The team created a YouTube brand channel and partnered with YouTube creators, filmmakers and directors to create ‘unbelievable’ content – the concept a nod to the brand’s belief that its flavour, achieved without sugar, is ‘unbelievable’. The innovative and unique content received over 50 million views, increased channel subscribers from 4,000 to over 66,000 and expanded Pepsi Max’s market share. We loved this campaign as, despite the huge amount of content uploaded onto the channel, Pepsi Max ensured that the campaign managed to stay on brand and continue to target their 18-34-year-old demographic.
One campaign that we all thought of was the infamous Old Spice campaign. When Old Spice was rapidly losing ground in the men’s body wash market, they brought in advertising agency Wieden+Kennedy to turn things around. The agency team realised that women were responsible for more than 50% of body wash purchases and consequently they knew Old Spice had to run a campaign that simultaneously appealed to both men and women. The subsequent ad ‘The man your man could smell like’ was a huge success and gained a considerable amount of online engagement with consumers through social media and YouTube.
Old Spice quickly capitalised on this success with a response campaign of the Old Spice Guy responding to comments on social media in close to real time. Over two and a half days, Wieden+Kennedy filmed 186 video responses to questions from fans and celebrities and posted them on YouTube.In the first day alone, the response campaign generated 5.9 million YouTube views – more than Obama’s victory speech had achieved in its first 24 hours. By the end of 2010, Old Spice had become the number one selling brand of body wash for men in the United States.This is a great example of what can be gained by adapting a campaign strategy according to public response and not being afraid to interact directly with the consumer in order to truly make them a part of the brand experience.
No makeup selfie
The ‘No makeup selfie’ campaign that raised millions for Cancer Research UK stood out for us as it is almost unique in the sense that it wasn’t actually created by the charity. It started as a social media trend that the charity leveraged when the out-of-hours social media support team spotted that it was gaining traction with the public.
Within 24 hours Cancer Research UK shared the ‘No makeup selfie’ across all of their social media channels and created a text to donate code, which led to the public donating £1 million. The campaign quickly snowballed and the charity had enquiries from people all over the world asking how they could donate. Within one week the charity raised £8 million – enough to fund 10 new clinical trials.
Going back to the age before social media transformed how we communicate; the 1999 Budweiser “Whassup” campaign is deemed by Robert Wong, chief creative officer of Google Creative Lab, to be “by far the most iconic, pop-culture spiking and memed ad of the 21st century”. Despite an unexceptional debut, when the ad aired during the American Super Bowl in 2000 it became a huge hit.
The Budweiser ad became one of the most acclaimed ads in advertising history, winning nearly every major award in the industry, including the prestigious Grand Clio and the Grand Prix at the International Advertising Festival in Cannes, France. But perhaps more importantly, the ad became a part of pop culture, with people greeting each other with the new phrase and creating their own parodies. In a move that was ahead of its time, Budweiser capitalised on this success by directing viewers to Budweiser.com, where they could learn how to say “Whassup” in more than 30 languages. Website traffic increased dramatically to 1,265 million visitors per month, compared to the previous year’s average of 400,000.
This just goes to show how important it is for campaigns to be bold and innovative in their approach and to dare to set themselves apart from the competition – which is exactly what we value at Mobas.