Post tagged "CPG"
'Max the Tampax' Mobile Social Campaign Designed to Connect With Teens
Procter & Gamble has created a mobile social campaign designed to strike down young girls’ prejudices about tampons and educate them about the benefits of its Tampax brand, while leveraging the intimacy of the mobile phone and the adding viral elements to leverage teen girls’ propensity to share.
P&G tapped mobile marketing agency Phonevalley and media planning company Starcom MediaVest Group for the launch of the Tampax mobile campaign to reach girls ages 13-17 in France. It supports a Web campaign launched to promote the character of “Max the Tampax” and create a community around him on the Skyrock.com Web site.
Colgate's "Stealth Strategy" for Social Media
UPDATE 1/17/2010: Chris Carson has pointed out that the Wisp social media strategy doesn’t seem to be driving much engagement, at least not on Facebook. The Wisp Facebook page currently has a meager 95 fans, and no content posted by either Wisp or the fans. Maybe the brand’s “stealth” strategy is just a little too stealth?
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At a social media panel discussion at the CMO Leadership Forum in midtown Manhattan, panelists discussed best practices for brand engagement via social media. One case study was presented by William H. Lunderman, VP of global strategic brand design for Colgate-Palmolive Co., who said that his company has a counterintuitive approach when it comes to leveraging social media for marketing initiatives. “We try not to let consumers know that we’re involved in social media,” he said. “We want them to think they’re the ones who are chatting and talking about different products.” …more…
