Read on for an industry expert view on what makes a marketing masterpiece.
Who : Fiona McDaniel, Head of Digital and Direct (previously Head of Marketing & Publishing)
Company: BSkyB
About Fiona:
Hailing from Belfast, Fiona originally started her career with Cabletel before progressing to Head of Regional Marketing in Teesside. Following her move to Sky Fiona has predominantly focused her career in customer communications and brand and retention marketing. She is responsible for a multi million pound marketing budget and has delivered HD, broadband and 3D launch campaigns. With responsibility for the overall customer magazine and publishing strategy for Sky she now leads the digital content communications team with Email and web responsibility. Fiona also recently launched the new My Sky Week digital programme.
Tell us about a marketing campaign that’s memorable to you
The Tipp-Ex interactive campaign on YouTube was a very different, inventive and engaging approach to marketing - tapping into both viral and social media.
What did it set out to achieve?
It was to promote its “White Out” pocket mouse product online during the ‘back to school’ period by launching the “Tippexperience” – an interactive product demonstration on You Tube
How did it do this?
The advert captured the imagination of Twitter fans and YouTube users alike, as it allowed fans to interactively decide what a ‘hunter’ does to a bear.
Tippex ad – conventional in an unconventional way click here
What makes it a marketing masterpiece?
The results speak for themselves:
- In 36 hours 1 million views, 100,000+ shares on facebook and 1 tweet per second
- In 100 days 35.5 million views and 380,000 shares
- Launched online in UK, Italy, Germany and France only but became worldwide viral phenomenon in 217 countries spreading to newspapers, TV and radio worldwide!
- In a single campaign Tippex became one of the top branded content channels on you tube
- Ranked no. 1 Interactive Viral of 2010
- Average Brand exposure – 5 minutes
- Sales in Europe increased by 30%
- Intent to Purchase 100%
What lessons can we learn from it?
- Focus on a specific target audience….……at the right time
- Use the media that your audience engage with….and with content that appeals to them
- Ensure the creative fits the ‘rewrite the story’ strapline perfectly.
- Think outside of the box
- Encourage repeat interaction and sharing – signs of a true viral campaign!
- Use social media to create a global ‘community’
- You don’t always need to talk about the product benefits or price
- Make things fun and unexpected