1. Listerine breaks records with social engagement :
Razorfish and Listerine have wooed Hong Kong with a slamming kabe-don move – resulting in record-breaking engagement for the brand.
Self-proclaimed Kabe-Don ambassador Gregory Wong starred in a Listerine campaign encouraging Hong Kong people to get always prepared in important moments like the intimate Kabe-don moment by adopting a good oral health habit.
Kabe-don is a cultural phenomena originating from manga comics, spreading through Japan with a fever pitch and taking over Asia as a lusted-after fantasy move executed by ultimate bad boys.
Launched in March, the Listerine kabe-don campaign was a smash hit straight out of the gates, with 2,000 branded experiences and samples claimed in in less than 100 hours.
This brief was about behavioral change. The job was single-minded: Get Hong Kong’s young adults to build a habit of rinsing with Listerine mouthwash – every day, twice a day.
Research showed us, Hong Kong’s young adults are not aware of the hidden risk in oral health and thus not able to see the benefits of using mouthwash daily. And sometimes they do, but it’s not a twice-daily firm habit – and that’s why 96.7% of Hong Kong people have plaque, highly-associated with various dental diseases like cavities or periodontitis. This meant the brand had to increase their frequency of use and make them choose the right mouthwash to help prevent from oral problems.
There’s nothing more intimate than breath. Breath is evocative, intimate, sexy, and…. a repulsive turn off if it’s not fresh. This is a problem for Hong Kong’s young lovers who aren’t looking after their oral health by using mouthwash. Listerine built a campaign off a key human insight and a growing pop culture phenomenon: When we are at a certain social distance, we can’t see the details. It’s not until we’re up close, and it’s too late, that we’re truly exposed. There is no more exposed moment than a kabe-don move.
Kabedon – a gesture to declare your love, originating from Japanese comics and Asian dramas (Taiwan, Korean, Japan, Hong Kong). It’s an intimate gesture,with nowhere to hide any flaws. The message was simple: If you don’t want to be embarrassed in this important moment, you have to be prepared.
Introducing Listerine Kabe-don, a campaign that gave our audience the confidence to get kabe-done close. We created our own Kabe-don drama with actor Gregory Wong where he practiced his kabe-don moves to impress a female colleague. When their close up moment arrived, her oral health problems became a source of embarrassment. To highlight the solution, we then let our audience become part of the drama by creating their own kabe-don photos with Gregory, all the while learning that Listerine was the solution for close up confidence.
Who better to front this communication than the ambassador of Kabe-don, Gregory Wong. Wong led the Listerine Kabe-don charge with an unbranded teaser video showing him practicing his Kabe-don moves, created in Japanese comic style. The video was shown on 100 Most Facebook page and Gregory’s personal Facebook page, building intrigue and buzz as young women across Hong Kong swooned, watched and shared Gregory’s practice session.
Next, Listerine was revealed as the brand behind the hype, with campaign messaging delivered on the cover of irreverent and cheeky magazine 100 Most. A follow up branded video also delivered the campaign message to Gregory and 100 Most followers, driving them to join Gregory on Listerine’s fun Kabe-don website.
The desktop and mobile site was showed content that made learning about oral health fun and informative. Gregory’s fans embraced all the games, quizzes and coupons.
THE FUNNEST PART: Gregory Wong’s call to action: submit your Kabe-don photo and be in the running for iPhone’s, mobile coupons, and product vouchers. Thousands of photos were uploaded and shared on social media, creating a Kabe-don wave across Listerine, Gregory Wong and local KOL’s social networks.
Within a mere 100 hours of launch, the campaign had exceeded the KPIs including over 2,000 branded experiences and samples claimed. Gregory Wong’s kabe-don video was most successful video Listerine has ever posted with over 100,000 views in less than 24 hours. Finally, both the teaser and campaign videos combined generated near 1 million views!Even the local famous prime-time drama also featured “Kabedon” in one of the episodes. Most importantly, this campaign was packaged up and distributed globally as a best practice way to tell the Listerine story.
With over one billion people using social media channels across the globe, it has become a powerful communications and marketing channel that we cannot afford to ignore. Social networking sites allow for viral marketing and word-of-mouth promotion to be very effective because of the high levels of consumer engagement.
But with so many businesses making use of social media, it’s not enough just to set up an account and post generic items once or twice a week. Social media advertising offers far more potential than that.
The Fiesta Movement
Take the Ford Motor Company for example. In 2009 they launched an innovative, low cost social media campaign on Facebook, with the aim of attracting young, newly qualified drivers to purchase the new, redesigned Ford Fiesta.
Ford knew that the best way to reach their demographic was via social media, so they launched an innovative campaign called the ‘Fiesta Movement’ on their social networking sites. They invited members of the public to apply to become ‘Fiesta Agents’, who if successful, would be loaned a new model Fiesta for six months, in return for posting honest feedback about the car on various social media outlets.
Applications were made via YouTube, where people submitted videos explaining why they would make good Fiesta Agents. The campaign took off in a big way. Ford received over 4,000 applications, from which 100 people were then chosen, based on their social media reach and expertise.
Ford gained over 2.5 million new Facebook and Twitter fans during the campaign and pre–launch awareness of the Fiesta rose to 37% among 16 – 24 year olds, (their target market). Most importantly, Ford received 50,000 requests for information about the Fiesta in the first 6 days of sale.
The campaign was so popular that the driver-generated content became the basis for the company’s TV spots and print ads and Ford have revamped it to introduce their latest Fiesta in 2014.
The Fiesta Movement campaign was successful for a number of reasons. It employed low cost, guerrilla marketing techniques to utilize multiple social media channels (Facebook, YouTube, Twitter and Flicker) in order to create brand awareness, generate discussion and anticipation, while offering a new generation of consumers the opportunity to experience the brand firsthand.
3. How Visa Uses Video Content to Influence Decision-Makers:
Visa is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories to fast, secure and reliable electronic payments.
Why Content Marketing for Visa?
In 2014, Visa Asia Pacific was looking for a way to reach and influence decision-makers in banks, merchants and governments across the region. They incorporated content marketing into their communication strategy and launched VisaAPnews.asia, a Tumblr newsroom that features engaging videos capturing viewpoints on economics, driving business and innovation.
The choice of video content was to reflect Visa’s objective to produce stories with a genuine message and an authoritative position on business. Here’s how they pulled it off:
Investing in Branded Content
Visa worked with Click2View, a fully integrated content marketing agency, to create the videos for VisaAPnews.asia and then used Outbrain’s discovery platform to promote them to audiences on premium publisher sites who were likely to be interested in the videos’ subject matter.
“Outbrain has really helped us tell our story across Asia-Pacific. Through Outbrain, we are able to see what content works, what doesn’t, and we can get very smart with the money we invest to amplify our content.”Kris LeBoutillier, Content Director, Asia Pacific at Visa
Running a Content Machine
The success of Visa’s content marketing efforts begins with the quality of the content they’re promoting: great storytelling, catchy headlines and agile content creation with the help of Click2View have all been crucial to the success of the campaign.
But the other key component of Visa’s success lies in Outbrain’s distribution capabilities: with a reach of nearly 100 million monthly unique users in Asia-Pacific alone, Outbrain helped Visa connect with new audiences and drive qualified visitors from premium publishers.
- Headline CTR 85% above category benchmark (+270% increase in CTR)
- 95% new Visitors daily
- More than 75,000 engagednew visitors across Asia-Pacific in just 6 months
4.How Smirnoff Captured the Millennial Spirit on July 4:
For many Americans, the summertime months bring family barbecues, long days at the beach and parties with friends. These time-honoured traditions are perhaps most prevalent during the July 4 holiday – a day during which people gather together in celebration of U.S. independence.
This July 4, Smirnoff US set out to reach Millennials during the brand’s peak sales window of the year. Using social media to connect with consumers where they were already capturing and sharing the festivities, Smirnoff entered the holiday conversation in a way that delivered tangible value to July 4 celebrants.
360i partnered with Smirnoff US to launch a cross-platform initiative focused on group occasions and easy-to-mix drinks that don’t require a fancy bar kit or a laundry list of complicated ingredients. Utilizing a combination of still photography, videos and GIFs, the effort drove record-breaking engagement across three platforms and bolstered Smirnoff US’ positioning around being an accessible spirits brand for everybody.
Step 1: Inspire Millennial party planners with visual content
For party planners, Smirnoff shared summer punch recipes on Facebook and Pinterest in the weeks leading up to July 4. One of the Facebook posts broke the record for top-performing content of all time, garnering 30x more engagements than the year’s average.
On Instagram, Smirnoff shared colorful “drinkspo” photos (dubbed “drinkstagrams”) which smashed the brand’s prior engagement records on that platform while also driving a 24 percent uptick in followers during the campaign.
Step 2: Get the party started on Vine and Twitter
July 3 and July 4 are critical sales days for Smirnoff US, as people hit the stores to stock up on supplies for their barbecues and parties. With this in mind, we targeted Millennial consumers during the 48-hour window in which we knew they would be planning for American-themed parties – and used Vine and Twitter as a means of generating in the moment excitement.
Following the brand’s influencer-supported launch of @SmirnoffUS on Vine back in April, we partnered with Smirnoff to launch its first brand-created videos on July 3 and 4. The six-second how-to videos combined simple recipe steps and Vine magic to show the fun side of drink culture. One of these Vines (a recipe for spiked iced tea lemonade) went on to become Smirnoff US’ top tweet of all time, garnering 90 percent more interactions than average.
Step 3: Tap influencers to celebrate with Smirnoff US
To extend the conversation with Millennials outside of Smirnoff US’ social communities, we collaborated with bloggers Andrea Duclos (Oh Dear Drea) and Jenni Radosevich (I Spy DIY) to inspire consumers to incorporate Smirnoff vodka into their weekend celebrations. Each influencer shared her respective spin on summer party drinks with recipes featuring flavored vodka in a dedicated blog post and crafty recipe videos.
The three-step social effort helped Smirnoff reach more Millennials than the brand has ever reached during the same time period, garnering over 30 million impressions across Facebook, Twitter, Pinterest, Instagram and Vine.
5. Dollar Shave club:
In July 2011, co-founders, Michael Dubin and Michael Levine launched a little start-up called Dollar Shave Club, based in Santa Monica, CA. The two met at a party and got into a conversation about shaving…more specifically, the woes of shaving. Dull blades, outrageous prices and pointless “new technology” that offers relatively little to the quality of the shave. From this conversation, a business was born. The premise is relatively simple: a monthly subscription service that delivers high quality razors to your door at reasonable prices.
During their first year, they decided to team up with a Los Angeles-based production company and create their first marketing video. As with many start-ups, their budget was small and they didn’t have a lot of resources, so they tried to keep things simple, but fun. In March of 2012, they uploaded their new marketing video to YouTube and shared it on social media sites. They went from start-up to full-fledged business within a matter of months.
In the first hour of the video’s release, their website crashed from the amount of traffic. Within 48 hours of the video debut, they gained roughly 12,000 subscribers. Flash forward to 2015 and Dollar Shave Club serves over 900,000 subscribers and is expected to exceed $60 million in sales. All of this rooted from a single video.
Right off the bat, let’s set aside the fact that the video went viral, pretty much immediately. Sure, you can hope for the ever elusive viral marketing video, but to plan it is a pretty risky gamble…at best.
Now that we have that out of way, what made this video such a success? While there may be lots of little pieces that make up the answer to this question, let’s look at 4 of the main ideas.
- Authenticity. If you look through the Dollar Shaving Club website, read/listen to interviews with the co-founders or see any of their other videos, you will find humor, sarcasm and wit. It’s who they are and they do a beautiful job of bringing their personality, not only into this video, but into their entire brand. Michael Dubin knew that with a limited budget he had to make this video count. With his theater background, he also knew that people remember humor and music. In an interview with Entrepreneur magazine, he states, “People tend to remember things when they’re musically presented, and comedy is a form of music…when you’re launching a new business and sharing a new idea, if you can get people to remember it, there’s obviously a better chance at success.” It’s not just the fact that they used humor, it’s also the fact that the video feels genuine and natural. It’s authentic.
- Targeted. Like most companies, Dollar Shave Club has a target market. 20-somethings, 30-somethings, male, and friends, family, significant others of those 20/30 something males. And recently, they just extended their market to include females as well. By using just enough sarcasm, wit, slap stick and humor, they are able to reach not only their target market, but appeal to the general public as well. It works out well that their target market is themselves.
- Well-Planned. While the video has an easy, spontaneous feel to it, the lead up to the shoot was anything but. They were “ruthless and unsentimental” in shaving down the initial 4 page script (no pun intended…well, maybe a little). According to video producer, Lucia Aniello, in the same Entrepreneur interview, “If it wasn’t 100 percent essential, it was gone…every moment, every frame, everything has to have a reason or point.” So, even a video that is only minute and a half video takes vision and planning…if you want it to really have an impact.
- Professional Quality. While there is a time and place for impromptu video clips shot on your smartphone, a quality video marketing piece is conceptualized, scripted, planned, set-up, shot and edited. Dubin could have easily have shot this video on his smartphone. But, by using a professional production company, Dubin was able to work through the concept, whittle down his script to a minute and a half, get everything set up ready to shoot, create the appropriate lighting, record quality sound, shoot the video from the right perspectives and edit and piece everything together into one final product. These are all elements that make this video great and that cannot be done by an app or a piece of software.
Dollar Shave Club shows that a product video can be entertaining, high quality and not overly complex. By knowing their voice, who their target market is, having a thought out plan and professional help, they created a great marketing video…that happened to go viral.
These are some of the case studies I found on the internet. Hope you found them useful.