I was looking into some stats the other day around the usage of social media and how it’s shaping how we use (and discuss) the big events in the news.
If you start off and use the latest Kate / William Royal wedding saga it’s evident how much digital chat it got purely from looking at your own social media pages but, in actual fact it score 74 updates per second (facebook) and 68 updates per second (Twitter) – Unbelievable numbers but still only rated as Number 6 in the top 10 web events of all time.
So what was the top 3 (according to Akami)
- World cup qualifiers/Wimbledon match (June 24th) : 10m vpm (meaning 10 million page views per minute: to the web)
- Champions league / European cup (Nov 3rd): 6m vpm
- Wold cup championships (June 3rd): 6m vpm
Interestingly again is that this trend appears to only be going from strength to strength as all of the top 10 happened in the last 12 months (suggesting ongoing growth or accessibility of WWW) but also 4 were current affairs driven and 6 were sport driven.
Even when we can’t be out of home, involved in the action be it with mates or in the local – we’re still craving opinon, debate and banter – and logging in is giving us the ability to do just that.
For brands the impact of real time advertising to move to the next level is immense (for brands brave enough to take that leap) and, for people, we continue to shun real world and become more involved than ever in relationship with our brightly lit, temptingly tappable, laptop friends.
I love books. I like choosing a book by its, spine, a cover, a good review and I love picking it up and turning the pages.
I’ve always said I can’t imagine reading a book on an eReader but recently I’ve started to question how long I will resist getting one. I’m now used to reading news on my laptop, opting for paperless comms from brands and browsing pretty much anything on my iPhone.
Looking at a recent statement from amazon they stated that their US book business saw
Amazon.com is now selling more Kindle books than paperback books. Since the beginning of the year, for every 100 paperback books Amazon has sold, the Company has sold 115 Kindle books.
Does that make paperback readers a minority or simply mean those owning an eReader buy more books?
Although the UK is by no means seeing penetration at this level, Chris North, managing director of Amazon, said that the Uk was heading in the same direction…
So, how long till I get a kindle… I reckon by 2012 I’ll have succumbed!
So after I declared my hatred of the irritating pantene/cat deeley/swissh campaign I was upset this morning to see another ad that appears to be a direct copy.
Dont upload a swish, upload a wink….. *yawn*
– these ads are so similar I’m sure the same concept boards could have almost been used.
That said Boots have at least made some positive changes within their exquisite curl campaign…
- The campaign URL is more memorable
- They allow video and photo uploads
- The campaign sits within Facebook allowing user interaction with the brand, and the brand is responding quickly
- The prizes, although low value, are encouraging trial by proving lots of product winners
And No7, despite your terrible advertising, I’ll still buy your mascara – because it’s good, not because of a wink, and an exquisite curl sample would be lovely 😉
Okay – so I know it’s February, and I know Xmas is well and truly over (and they are selling easter bunnies alongside valentines crap in my local garage) BUT I stumbled across this viral when I was looking over the IAB showcase winners from last year and it made me chuckle!
I love the way AKQA, and the client, have embraced all the qualities that Pot Noodle is. Slightly grim looking, slightly (okay very) chavvy and possibly consumed by the lower end of the socio-economic scale that most brands will quietly omit from their marketing efforts.
It makes a pleasant change from brands that crop the reality out of their marketing in favour of that one sexy consumer who “happened” to fall into shot!
It’s good to see the good people at Orange are ressurecting the internet balloon race that saw fantastic results and a whole host of awards for Poke London a couple of years ago.
I think the problem with digital is that people get so hell bent on innovating they forget that there is room to improve on campaigns that have previously worked. Admittedly this doesn’t give brands the right to role out the same campaigns year in, year out, with small design tweaks and copy changes (to save in production) and yes, I’ve had to ressurect plenty of those for clients… But to find a formula that works, isn’t yet tired, and can be improved on is something that marketers have done for years but seems more frowned upon in the digital space.
Will be interesting to see how this campaign works in relation to the last when it launches on the 8th November but, until then, don’t forget to get your balloon!
It’s probably either testament to me being a core target for Pantene or evidence of how much crap TV I watch that the Pantene (and Cat deeley) Swissh ad seems to be hitting me everytime I hit the remote control. As I sat this morning watching New America’s Next Top Model it hit me yet again and, rather than cringe at Cat Deeley’s terrible “Swwwwissssh” voice over, with laptop poised and ready, I thought I’d check out the website that Cat keeps telling me to look at – more out of marketing curiosity as opposed to learning how to swish my locks.
The first stumbling block, and marketing error – make the URL easy for the consumer to remember (and type)… I went online and typed in the URL as I heard from Cat “Visit make a swish dot com”
Error 2 – make sure you make it easy for users to find the ad if they dont remember the URL. Surely if you’re spending a huge chunk of TV budget you can afford some PPC advertising around some of the key terms swish, Pantene, Cat Deeley….. I googled Pantene Swish, thinking this was the obvious, and went to the brand site (top result) – I reached a static page about swishing and was shocked that a TV ad was backed up by 3 steps on how to swish – surely there had to be more?! Error 3 – There was more content (see later), just not linked from that site!
Determined I rewound on the SKY PLUS to double check the URL on screen (Error 4 – how many consumers would really do that!) and realised that the voiceover of “visit make a swish” was slightly misleading… It should have been
Make, hyphen, a, hypen, swissh with two s dot com.
Not quite as catchy…
Once there the campaign site has a lot more content from both the brand, and consumers. I wont review it’s challenging usability, nor the relevancy of the content back to the brand but it appears to have some impact with 995 swisshes uploaded and 17k views (Visited Oct 2010). In terms of KPIs I dont know what they would have intended but, considering the media backup that this campaign is getting, and based on the sort of KPIs I know I would set for this type of campaign media spend, this seems to be at face value a disappointing level of interactions – although without seeing the figures or final ROI I can’t really comment!
I think the key challenge with this campaign is what makes the content interesting – whilst uploading a swissh to enter a competition is an incentive to participate, there isn’t really a massive incentive to explore the content or engage further. There is only so much interest, and so much viewing of “swisshes” you can do! With such a minority of individuals within the population actively uploading content, and the majority of consumers only prepared to share, comment, or passively view brands, ensuring that there is interesting content for the majority is almost more important for these mainstream brands.
That said there is a good attempt at through the line integration with this campaign. The TV advertising tying into the digital work, partnership deal online/offline with Cosmopolitan including an investment in a 3D cover to grab impact, a blogger outreach program and ending with an experiential stunt in December with the worlds biggest Swissh at the clothes show live.
I can’t help but think this campaign will do well on the impacts and see an immediate uplift in sales / trial purely due to its consistency in it’s approach and frequency of impacts that it must be achieving. Despite this, for long term brand impact, and for it’s creativity in the digital space this FMCG brand, as with many others, still have a lot to learn to digitally engage audiences fully and truly involve or immerse them in the brand, although perhaps this was never an objective in the first place…