Marshall Manson - Social Media '09 (a mashup* event)
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Transcript of Marshall Manson - Social Media '09 (a mashup* event)
Putting the Wonder back into Wonderbra11 November 2009
Remember This?
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
A (Nearly) Complete Campaign
Execution: Everywhere
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
Coverage: Everywhere
Teese site and film launched
Product launched
Film released, main site launched
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
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
Coolest chart of all