Archives : 2010 : September
Since its launch in February, the Smell Like a Man, Man campaign has generated more than 1.4 BILLION impressions for the brand including 130 million video views. The first-of-it’s kind Old Spice social-media response videos generated and unheard of 23 million views in just 36 hours. So what made the campaign so successful and what elements were in place that enabled them to become a viral sensation? Jason Bagley, Creative Director for Old Spice at Wieden + Kennedy, will share lessons learned from this successful campaign.
Jason has been at W + K for over seven years, he was nervous as hell and Jim Riswold did not help matters. The first work Jason ever presented at w + k was promptly stamped with Jim’s STUPID marker.
Breaking down the F.R.I.E.N.D. strategy
Reassure them. Scared people look for leadership
Invent things out of thin air that sound smart
Even if someone makes fun of you…
Never forget the acronym F.R.I.E.N.D.S
Don’t make up last minute acronyms
The Man Your Man Could Smell Like Set-UP
A set with Isaiah Mustafa in his towel and shower, a team of Jason and three other writers took turns directing. Nothing was pre-written. Nothing was promoted in advance. Their prop table included money, a fake monocle, fake fish and other artifacts that they suspected would come in handy.
Their process was completely collaborative. One writer would write jokes, the others would review, delete some, build on others.
This advertising effort was more similar to a stage performance than advertising. As the responses came in it was completely exhilarating.
In 2.5 days there were 185 commercials produced. Early on, while they were still writing scripts they were already reading press coverage on the Huffington Post and fielding calls from the Today Show.
Day 1: 5.9 million YouTube views
Day 2: 8 out of the top 11 YouTube videos
Day 3: 20 million views and beyond…the stats keep coming. This level of success was not anticipated however the YouTube response videos were believed to be a great idea.
What Made This Possible?
Two traditional TV commercials with a large media buy made this possible.
The lesson here: Great traditional advertising is interactive. And great interactive advertising is traditional. There were already a number of response videos to the the television spots. This became interactive because people loved the spots so much. Whether you do traditional or interactive it just has to be great.
The Work Comes First
The future is an integrated future. Whatever mass forms of entertainment we have, whatever the vehicle, there will be collective entertainment sources. There will never be a day when we don’t relish shared cultural experiences such as Lost. The Future Is Everything. Embrace It.
Two years ago Wieden + Kennedy was not on the map for digital. They were known as a great ad agency. Around this time, Dan Wieden made the announcement that w + k WOULD be one of the top digital agencies in the world. They were one of the most awarded agencies at Cannes this year. They are now viewed more and more as a digital agency. How did they make the transition?
The process is the same: the Work Comes First. It’s all about a great idea. The way to judge the work is essentially the same. Great conceptual, traditional creatives only need the desire to become great Interactive creatives. It’s not any harder.
How We Do It (?)
This is a very incomplete list:
1. Determine your strategy and message –The Man began with Manly Body Wash campaign that talked to Women buying lady scented body wash
Hire some nerds. Digital Strategist Dean McBeth aka Robot is amazing, he knows everything or can find it on his computer immediately. He is completely attuned to the Old Spice community. Josh Milrod is another Digital Strategist and interactive producer Ann-Marie Harbour got a custom made application that filtered comments and allowed the Old Spice team to be extremely responsive. The digital team was combing the comments, pulling out the key influencers and moving them to the top of the queue then seeding them to the web.
At w+k their integrated teams include interactive creative director, communication manager, strategic planner, digital strategist, creative director, account director, media director
2. The smaller your budgets, the better your ideas have to be–Example www.residueisevil.com
-You must also leverage free media– Example giving nods to 4chan and other influencers in the guise of anonymous contributors, perez hilton, etc; Dante’s Inferno campaign box came with a hammer and a loud speaker rickrolled them. They had to break through two layers of wood, plastic, to smash the box to find the note that condemned them to a circle of wrath. These were sent to key gaming influencers.
-Leverage controversy and do something newsworthy–Example Mass: We Pray the Video Game a stunt for Dante’s Inferno.
3. Take advantage of existing digital behavior-don’t try to change it. Asking people to change their behavior almost never works. Example: The Man Your Man Could Smell Like was garnering many comments. w + k noticed this and prepared for the social media response videos
4. Keep the conversation going. Example: Alyssa Milano response videos.
5. Be Nimble. Example: Old Spice Tweets are turned around very quickly
6. Experiment. Example: Fail Harder motto embraced by w + k
7. Stay Foolish
Final thoughts: The Future is Canceled. Actually…
Big brands need integrated branding more than they ever have in history. Every Old Spice touchpoint is handled by w + k. The voice is consistent everywhere. It all feels like the quirky Old Spice voice.
Only the agencies that can truly involve all forms of media are the ones that will survive.
Paige Perdue & Sarah Kotlova
How does an old-school brand in a low-involvement category approach new media opportunities? How are the marketers at WD-40 Company changing their approach and reshaping their communication tactics by relinquishing control?
From a fear of YouTube to a brave new brand, WD-40 Company has made major strides in the digital space in partnership with their agency, Geary Interactive. Come learn how business needs translate to Internet strategies, momentum and a whole new world of customer activation. Come also learn the secrets of a productive and energizing relationship between an iconic brand and their agency, including tips, tricks and some dirty laundry.
WD 40 the product is in 8 out of 10 households in the U.S. WD-40 the company has a brand portfolio that includes Blue Works, 2000 flushes, Carpet Fresh, Spot Shot.
Paige Perdue has been with the company for 14 years and was recently named the Director of Digital Marketing at WD-40. Three years ago Paige was asked to revamp the website and enlisted the help of Sarah Kotlova (VP of Strategy & Client Services) at Geary Interactive.
Their job requires them to make many people happy.
Their key audiences are customers and end users. They must also satisfy the Brand Managers, Agency Partners and Sales Force. Ultimately, they are focused on prioritizing the end user.
Web marketing goals
- create a valuable portfolio of products with unique personality and positioning.
- service multiple audiences through relevant content
- bring products top of mind
- cross-promote and sell products
- support global infrastructure
- support and expand in-store and other media efforts
- The digital case requires constant conversation, measurement and evaluation.
- Research reflects online interest in researching products and searching for bargains
- Understanding consumer behavioral hooks and influencers is critical as is meeting customers where they are online
- Balancing brand values with consumer interest
Creation of portfolio web properties supporting brand-specific personalities
Enhanced site architecture for transitions between brand and persona groups
- Persona development: content is crafted for unique personas who engage with WD-40 company and its brands.
- Cross Promotion: Brand-specific websites feature a similar structure, but prominently feature each bran.
- Calls To Action: Emphasis was placed on call-to-actions, so consumers and retailers alike can turn to the web properties for promotional and product information.
Traffic has surged on the www.wd40.com site.
Inclusion of Material Safety Data Sheet (MSDS) downloads which used to be handled on an individual basis is a popular feature saving resources.
Reviewing failed search terms to assist consumers has helped them refine their strategy.
A site was also created for the company www.wd40company.com to address corporate questions.
Promotions & Sweepstakes
2000 Flushes-Best Seat In The House
The toilets in the U.S. are flushed more on Super Bowl Sunday than on any other day of the year. Yes, even more than Thanksgiving. This stat informed this campaign aimed at women. Sweepstakes results showed a 944% increase in same day traffic. There were 235,000 contest submissions. This promotion also helps the brand sell-in with retailers.
For the 2000 Flushes program, Geary promotes an annual sweeptstakes that opts subscribers into email from wd40 Brand
Results: 65% CTR 21%open rate
With 100k Fan Club members offline and a history of support and fun, WD-40 was well poised to embrace social media.
WD-40 began under the radar with ‘The Last Straw Tour’ starting a Ning community during this campaign which later reached 10,000 members. Brandweek covered this campaign.
Sarah attributes their success to the brand’s honest and authentic approach.
- Gain targeted awareness & affinity
- involve users in brands and culture
- original and personal content
- increase outreach activity
- Offer most valuable consumers access to social capital
They began by listening and learning setting up monitoring services
They planned their contribution creating a conversation calendar
Their social media foundation was also informed by WOM Code of Ethics, Guidelines for Participation (using some of IBM’s Best Practices), Training and use the United States Air Force Base Assessment Tool
They then launched Twitter, Facebook and Online Fan Club Web Site
Twitter Page tactics include: daily topical tweets, retweeting relevant content that connects with audience interests
Facebook Page tactics include engagement tools
WD40 Fan Club online membership is still being built. This serves as a testing ground for some of their social media topical areas.
Can Hand video campaign
Success for WD40 is defined as
- Engaged Fans
- Active community members
- Increasing Share of Voice
10k+ Facebook friends (average 150+/week)
Average 11.8 interactions per post
Since participation in Social Media, WD40 brand mentions online have increased 72% in 12 months
10x nearest MPL competitor
Theirs includes wins and fails. Paige has to champion her role within the organization and is always cognizant that these are all unfunded mandates.
- Phase your projects
- Watch expecatations ( and adjust when needed)
- Be your own PR
- Be agile and flexible
- Never stop learning
- be patient
- share/borrow best practices
- pimp yourself
- remember the journey never ends
- enjoy the ride!
Ian Cohen and Cal McAllister are the founders of Wexley School For Girls, a Seattle-based creative factory for branding excellence. Their WebCAM presentation is titled Toto, I Don’t Think We’re in Advertising Any More
More about the agency: Wexley School For Girls are no strangers to doing whatever it takes to create fans and money for their clients. Agency capabilities run the gamut including design, packaging, video games, pr-generating ideas, branded entertainment, short films and events. ESPN, Microsoft, Seattle Sounders and Nike are a few of the clients who have benefited from their innovative, multi(un)disciplinary ways.
Wexley history of advertising: It began with smoke signals. People took to the streets > Newspaper > Magazines > Radio > Television > Internet > Mobile and so it evolves. At Wexley it doesn’t matter what comes next, it’s about ideas that advertise, not advertising ideas.
A little more background: Cal and Ian left bigger agencies and begat Wexley without clients but trusting their focus on ideas would work. Fast forward a few years. Wexley is now 25 people strong with core capabilities in planning, strategy, creative, and production.
Creating a short film for Nike was a golden ticket to other places for Wexley. This led to work for T-Mobile.
Working with Microsoft began a few years back. Getting listed as an Agency of Record took some time. They reached a milestone when they were finally added to the shipping & receiving list. They are now the Agency of Record for a few Microsoft internal marketing efforts including their annual conference, the pushpin project and college recruitment.
Copper Mountain Resorts was the first client who approached Wexley asking for an non-traditional idea. Wexley created a movement for a national snow day, seeded the movement using youtube, created a website nationalsnowday.com, where thousands of people signed up to support the cause. Creation of a swingers pass helped Copper Mtn. achieve their desired goal of bringing tourists to destination sites. Twitter campaigns have also targeted their Texan audience with contextual messages.
Seattle Sounders brought Wexley the task of igniting a fan base for a new Major League Soccer team. Wexley created a green scarf that served as a team icon. It later became the ticket to the first Sounders soccer match. Seattle is still breaking MLS attendance records. With over 100k fans, the Seattle Sounders Facebook page is also setting a high standard for professional teams.
Their creative successes come when they are given freedom to focus on ideas informed by their target’s behavior.
Three Wexley considerations:
- Everything is Advertising
- Everyone is exhausted including your clients (busy is how it’s going to be)
- Everything is measurable (keep this mind while developing creative)
More Wexley Words of Wisdom:
First, solve the problem.
Brands, Clients and Campaigns must Live in Authenticity. (Cal points out that this works in relationships too!)
Everything is an Opportunity. Ensuring that every brand interaction counts is exhausting but worth it.
Q + A
What is the agency process?
Ian: An early focus on the client, their goals and their budget is important.
Cal: We started out more like a production company. 92% of business is repeat business. Being truthful + upfront about budget and its ability to accomplish the clients goals is key.
Q: How do you ensure compensation for your wild successes?
Ian: Well we win new business, like the Seahawks (Vulcan)
Cal: Why try different payment/compensation models. We do our best to get paid fair for the work. When it explodes we use those results to get new business. We also have colossal failures. Not too many of them. But it happens.
Q: How did you first get Seattle fans involved in Sounders efforts?
Ian: Engaging the bloggers and fans that were most active and enthused about the Sounders.
Q: What do you have in-house?
Cal: We have a small core staff but with almost every project, we tend to try and find people externally who are excellent producers.
Ian: We’re looking for SEO.
Q: How did you come up with your name?
*Video explains that they are named after an English nunnery devoted to farming cantaloupes.
Further explanation reveals that the name is the result of dumb luck and the phone book.
Mike Geiger, Goodby, Silverstein & Partners, San Francisco, CA (@tastytruth) For more than 12 years Mike has been leading multidisciplinary teams in strategy, branding, production and development of cutting-edge new media and advertising.
KEYNOTE: The Best of Both Worlds – Goodby’s Transformation to an Integrated Agency
Long known as a creative and strategic powerhouse for culture-penetrating TV and print work, Goodby called on Mike to reinvent itself as a potent force for the digital age. In short order, it was named Interactive Agency of the Year at Cannes in 2009 and ultimately was honored as Adweek’s Agency of the Decade.
Off we go.
Mike gives us his bio rundown: Born in Munich –> BA + MBA –> Digital Production –> Goodby, Silverstein & Partners!
Goodby has grown to 850 people, including 150 recruited for Detroit. p.s. there are still jobs
After 2 years into Mike’s Goodby gig, they were named 2004 Interactive Agency of the Year at the One Show.
Early work for hp, Specialized and other clients got the digital reel. But there was room for more. better.
Gladwell encapsulates the agency dilemma: would you rather be interesting or right?
Goodby’s #1 objective: Be Relevant
In order to keep pace with a changing landscape, Goodby proceeded with an External Audit.
Their learning: Goodby perceived as the shop that
“makes the best hires”
“makes good reals”
“best at consumer insight”
“best at strategic planning”
However external perceptions of the agency revealed that they were associated with the old world but not the new world.
They hired a PR agency.
Goodby developed an efficiency formula to overcome their previous “We Work Dumb” approach.
The Creative Department evolved to reflect the growth of interactive. Increasing the flexibility in their creative resources was their goal. This included a mix of hiring generalists and specialists. Instead of recycling creative resources from other agencies they began hiring from a variety of cultures. Think streetartists, hip-hop performers and geek squad alumni.
Today’s teams include players from two distinct creative camps: traditional and interactive.
Account and Media Planning also changed. The Strategist Department includes Brand Strategist and Media Strategist pairings (including the brilliant Gareth Kay!)
Goodby is now at 60 Digital Producers.
Producers are the key role and the qualities Mike looks for include: cultural fit, good project manager, technologist, creative & innovative, thirst for knowledge & experience
Goodby Digital Production Team work as educators spreading digital knowledge throughout the agency including: 5 x 5 x 5 sessions, Innovations Blog, 101s, Online Tutorials
Digital Production Models
- In-house Production (agency example: RGA/AKQA)
- In-house & External Production (agency example: Crispin)
- External / Partnerships (agency example: Goodby) Everything done in house except for production
Benefits of Model:
- Using Best In Class
- Easy Adjustment to digital landscape
- Fixed Budget – no markup
Got Milk? Website process included a very tight timeline (2-3 weeks). Their Swedish production team built a real model of Milkatraz in one week. It was implemented on the site. The results? Awesome. Aside: Got Milk production costs were less than 300k.
While Goodby’s new approach took time to take effect, they had their best year yet in 2009! Cue kickass agency reel: Sprint integrated campaign, Denny’s Grand Slam Breakfast Campaign, Doritos (AR campaign ), NBA, Got Milk, Hyundai Assurance Campaign (return program), HP Printing Payback Guarantee, eBay celebrity hosts, Comcast Town (TV, Website) and it goes on. 2009 New Business Wins included: Dickies, Frito’s, Lipton, Yahoo, eBay and more.
An award-winning diverse digital portfolio is another positive outcome of Goodby’s changed process.
Geiger predicts industry convergence and a looming turf war that has implications for talent retention, organic growth and new buisness.
Top 4 important elements for an ad agency
- Understand market
- Understand Company Direction
- Strategy and thinking
Top 4 important elements for a digital agency
- Analyses of Web behavior
There’s a need for fluency from “the work” to how the work works; from the “what” to the” why”.
Finally, agencies of the future will look different from agencies of today.
Your follow-up questions may be directed to Mike via email: email@example.com, twitter: @tastytruth or at his blog: tastytruth.com
Good morning and welcome to Bend WebCAM 2010! My name is Cassondra and I’ll be one of your three designated live bloggers. While I love to dabble in all things digital, this is my first live blogging gig. (Side note: first times are the best!) Please excuse any spelling, grammar or other human-like mistakes.
I’m thrilled to be covering the right brain aka chic track today. We’ll be kicking off with Mike Geiger, Chief Digital Officer at Goodby, Silverstein & Partners at 9:30a.m. At 11:30 Ian Cohen and Cal McAllister will be taking the mic at the Oxford Hotel to share some of the Wexley School for Girls magic. We’ll be taking a lunch break and be back at 2pm to hear from Paige Perdue WD-40 and Sarah Kotlova, Geary Interactive who will discuss The Evolution of an Old School Icon. The first day of Bend WebCAM culminates at 3:45p with Jason Bagley, Creative Director + Copy Writer for Old Spice at Wieden + Kennedy who will share lessons learned from the über-successful ‘Man Your Man Could Smell Like’ campaign.
Your Bend WebCAM participation is encouraged. Please use the hashtag #bwc10 to share and follow in social spaces. Check out our twitter stream @bndwebcam, Facebook Fan page and be sure to tag your photos with the #bwc10.
About the blogger: Cassondra Schindler lives in Bend, Oregon and considers herself a community instigator.