Posts Tagged 'brand personality'

social media is always about people

eskimon coke

It’s widely known in marketing circles that Coca-Cola’s Facebook page was originally created by two ardent fans who had no official ties to the company.

I was always impressed that Coke brought these fans in to help them run the page, rather than simply taking control of the property and relieving the creators of their legacy.

However, on a chance visit to the brand’s Facebook page yesterday, I noticed that the brand has decided to tell the whole world that story too – and they’ve done a really good job of it too.

Take a look at this fantastic tab:

Apart from the fact that the tab is a great example of how to design a Facebook tab – a simple, appealing layout with a variety of content types – there are a number of things that make this an excellent case study in social marketing.

Firstly, the tab celebrates fans.

This is central to any successful branded community, but Coca-Cola have taken this to a whole new level.

Its real magic is in the message it sends – we celebrate fans who share their love of Coca-Cola.

It’s the perfect incentive for other fans to go out and create pages and communities of their own, furthering the brand’s impact and deepening its social resonance.

It’s even led to the creation of a separate ‘Dusty and Michael’ fanpage.

Secondly, it tells an enduring story.

This tab is not a ‘campaign’; the Creators tab appears to be an on-going project that evolves naturally.

That’s an excellent way to ensure the brand continues to have interesting content for its page that people will actually engage with.

Indeed, the tab already features 13 distinct bits of video content, as well as links to the brand’s YouTube channel:

The story element is tightly interwoven with the tab’s third strength: it’s human.

Good social media marketing is always about the people.

Sure, Dusty and Michael are now social media ‘celebrities’ in their own right, but they’re still people that the average fan can relate to.

The brand makes it very clear that these were just 2 ordinary guys with an extra-ordinary love for the brand:

More importantly, to the page’s other fans, Dusty and Michael are now ‘real’ people with whom they can develop some kind of relationship.

That means there are even more opportunities for people to engage in dialogue with the brand.

In other words, it’s now even more social.

And that’s what changes a page into a community.

What do you think? What else makes it such a strong example of social media marketing?

Share your thoughts in the comments.

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how to make friends and influence people

A simple guide to social and engagement marketing, designed for people who don’t live and breathe it every day.

If you’ve got any principles you’d add to the list, please do share them in the comments!

150 not out

Innocent Drinks – those masters of simple marketing – have just released a lovely new piece of activity:

“Hello… My name is Alex Horne and I’m trying to set a World Record to one day be the oldest man in the world. I have been attempting this death-defying feat non-stop for the last 31 years and 7 months and although I’m now getting tired, I am still confident that I can keep going.

So please get behind me, wish me luck and warn me of any imminent dangers. Keep checking this site for regular blog, video and twitter updates and watch me avoid the reaper for another century at least.”

Alex’s video tells more of the story:

Equally mad are his 10 reasons why he believes he’ll succeed in living to be the world’s oldest man:

The whole thing is totally daft, but (I think) that’s pretty much the point.

Overall, it’s a great fit with Innocent’s brand personality, but it doesn’t feel like they’re trying to sell me anything.

Obviously the concept of living to be the world’s oldest person fits well with a brand that promotes a healthy lifestyle, but there’s no overt mention of any Innocent products (at least for now).

Other great elements of this initiative include Alex’s blog:

His twitter page:

And the selection of random bits on the website:

Including this great little competition:

They’re supporting it on their wonderful Facebook page too:

Overall, a lovely bit of fun that successfully deepens my relationship with the brand.

I look forward to seeing how this one evolves.

See for yourselves at Long Live Alex.

get up and go

The clip below has been around for a while, but I’ve finally worked out why it impresses me so much.

It leaves no room for excuses.

You just can’t opt out.

“Just Do It” is the starting motivation, but this makes sure you keep going.

In so doing, it builds the brand and drives behaviour at the same time.

Inspiring.

great to share

It’s been a while since I posted something in the classics series, but I’ve found myself referring to this spot quite a lot recently, so I thought it was probably worth sharing here too.

This ad does a great job of extending the product’s benefit into a compelling new territory.

Up until this, most gum ads talked about ‘freshness’ and alluded to the romantic advantages this could bring.

But this ad reversed the allusion, putting the romance centre stage, and so making the overall benefit much more emotional.

This turns the promise into a more engaging story that people can relate to, and crucially, it makes it much easier to recall (20 years later I still remember it clearly).

I really like the way the final product shot feels like a natural part of the story too.

What about you – what do you think makes it work?

shared happiness

Tiago has been sharing so much great stuff recently, I’m in danger of duplicating his Cultural Fuel stream here, but this clip was too good to miss.

It’s such a simple concept: take the brand benefit, exaggerate it, and bring that exaggeration to life.

The reach of the activity itself probably wasn’t huge, but the video has achieved over 400,000 views on YouTube in its first week.

Perhaps it’s true: reality is more engaging.

I wonder if the same concept would have achieved as many views if it had been produced as a traditional TVC.

Lovely stuff from the guys at W+K.

ahead of the game

The ‘life’s a game’ concept is nothing new, but it seems to be particularly resonant at the moment.

Russell describes what I’m feeling beautifully in this great excerpt from his epic playful post*:

“Just like when I walk through the crowds on Oxford Street a tiny part of me is pretending I’m an assassin slipping steely-eyed through the crowds in order to shake the agents on my tail. And I bet it’s not just me. I’m not saying I’m massively deluded, just that, very often, some bit of us is always trying to play those games, to make mundane things more exciting.”

It’s one of those lovely insights that could translate really well into brand activity.

And this Nike spot hits that sweet spot beautifully:

It works because it’s engaging – even if it’s only in your own imagination.

* Yes, I know I’ve linked to it about 10 times already. But there’s a reason for that: it’s wonderful. If you haven’t read it already, I thoroughly recommend taking a look now. Thanks to Neil at Welcome to Optimism for sharing the Nike clip.





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