Marshall Manson - Social Media '09 (a mashup* event)

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Putting the Wonder back into Wonderbra 11 November 2009

description

Marshall MansonWonderbra & Dita von TeeseSocial Media '09a mashup* eventmashupevent.com

Transcript of Marshall Manson - Social Media '09 (a mashup* event)

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Putting the Wonder back into Wonderbra11 November 2009

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Remember This?

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Objectives: Recover the Glamour

• To put the wonder back into Wonderbra - to own its position in popular culture again

• To emotionally reconnect to target audience (18-34yr old women) and attract and engage new consumers

• To entertain and stimulate brand reconsideration to drive sales

• To upgrade brand positioning, creating new imagery and dialogue in the market

• To prompt reconsideration and reappraisal by trade/retail

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A (Nearly) Complete Campaign

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Execution: Everywhere

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Driving Conversation on Drip at a Time

• -3 wks: Teese Site • -2 wks: Teese Trailer• -1 wk: Full site & film• 0: Product launch• +1 wk: Exclusive photos• +2 wks: Behind the

scenes• +3 wks: Contest winner

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Coverage: Everywhere

Teese site and film launched

Product launched

Film released, main site launched

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Flickr: Our biggest surprise

• 163,581 total views of those photoso 82,545 found the

photos through flickr’s internal search engine

o 39 links from external sites to the photos

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Overall Results

Results•Over 1.1m combined views of the Science of Sexy film•Front-page coverage on PerezHilton.com with 150,000 views of the film on Perez.tv•More than 3,400 positive blog posts and conversations on social networks•24,000+ impressions on Twitter•150,000+ photo views on Flickr•More than 100 positive stories in offline media including print and broadcast•The entire Wonderbra line sold out of retail stores

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Coolest chart of all