Stat-tacular Old Spice Case Study by W+K

• Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010.

• Half the conversations came from women.

• The YouTube/Twitter social media response campaign was “the fastest-growing and most popular interactive campaign in history.”

• More people watched its videos in 24 hours than those who watched Obama’s presidential victory speech. (Which most of us can agree is kinda sad.)

• Total video views reached 40 million in a week.

• Campaign impressions: 1.4 billion.

• Since the campaign launched, Old Spice Bodywash sales are up 27 percent; in the last three months up. 55 percent; and in the last month up 107 percent.

NOTE: These stats are for the entire campaign, mostly TV and traditional. The sales numbers were taken from June, before the social media component even launched. Impressive nonetheless. For unofficial social media specific stats please refer to my previous post.



Adobe for iPad - Need to Step up on Experience

Last month I wrote why Apple doesn’t allow Adobe near the iPhone. Today, Adobe is trying to get into the iPad … Adobe will roll out new publishing software for tablets. This new software, which will soon take its place in the Creative Suite pantheon, will be downloadable from Adobe Labs and will include tools that bridge the gap between print-oriented InDesign and software for interactive formats.

Adobe released a video showcasing the new capabilities, available to watch at Adobe TV and embedded below. You will noticed they added tons of capabilities around content … such switching images, embedding video and rich content … but it’s all about content? What about gesture navigation? what about the experience? For how long will Adobe keep missing the experience aspect that makes Apple, Apple.

The new magazine experience in a tablet is not based on technical capabilities of the tablet, it’s all about providing a richer experience to the user… making it more natural, seamless, human per-se.

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The Old Spice Social Media Campaign Stats

I am so glad I [accidentally] decided to write about the Old Spice videos last Friday, prior to the social media campaign launch. The Old Spice simple and clever social media campaign has been running for the past 48 hours, allowing fans, influencers, and random people get their own personalized Old Spice video response by Tweeting, through Facebook, or Youtube commects … amazing! Full review by Mashable is pretty good.

Inevitably and as expected, the videos got views, but following rapidly increased across all channels.

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Viral Video Friday

Today’s award goes to iPhone4 vs HTC Evo. I’m sure most of you have seen it, but if you haven’t, the video is a parody mocking Apple-heads / fans that blindly follow the brand for status … It shows how Apple builds following through designing great experiences and even if other brands have better technology, they cannot match the feeling one gets when holding an iPhone.

This video came out the same day the iPhone4 was released, immediately rocked the charts, and keep going strong.

The creator of the video worked at Best Buy, who immediately suspended him — creating some negative PR which shows you that even though Twelp won the Grand Prix at Cannes this year, Best Buy is still learning how to best leverage social media.

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iPhone 4 - iAd - Nissan Leaf

iAd is a mobile advertising platform developed by Apple Inc. for its iPhone, iPod Touch, and iPad line of mobile devices allowing third-party developers to directly embed advertisements into their applications. Unlike other banners that open a new browser window, the iAd is a full native app. The Nissan Leaf iAd allows you to customize your car, learn about key features – including comparative miles per dollar- via an engaging, informative interface. The difference is that you don’t download it voluntarily at the app store, you only get it by clicking an iAd banner.


Creative Inspiration - Cannes Lions 2010



Freddie sent this email internally, but no reason we shouldn’t share.




The following are a collection of the work that left the biggest impression at Cannes Lions 2010, but I encourage you to visit http://www.canneslions.com/work for the full list. The first couple below are truly amazing and should wet your appetite to view the whole list.

“Andes Teletransporter” / InBev:
http://www.canneslions.com/work/outdoor/entry.cfm?entryid=7582&award=1 (click view movie)






“Sounds of Hamburg” / Philharmonic Orchestra of Hamburg
http://awards.jvm.com/alster/2010/cannes/sounds-of-hamburg/



“Smile Activated Vending Machine” / Unilever / A SapientNitro Winner:


http://www.sapient.com/awards/unilever/cyber/

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WP Super Cache Hacked and Cloaked my Site!

Classified as RANT!

Prequel: I noticed that some pages were taking too long to load … I heard good things about WP Super Cache and I had tried it before, but it was messing up when toggling between web view and mobile view … randomly providing web users the mobile view, and mobile users the web view … I decided to give it another chance, tested, and it works … speeded up the site drastically.

Chapter 1: A week goes by and I notice a drop in site traffic … I analyze why and it’s mainly organic traffic from Google

More specifically, % Change -42.81% … ok, now I’m pissed… why all the sudden my search ranking dropped so much?!

Chapter 2: I perform a search for some of my main articles, such as Free Social Media Monitoring Tools. Result?

Buy Meridia Pill? Reliable Online Drugstore? WTF?! Where did this come from? I obviously never put that there … So I click through and it’s my regular content … but if I open the cached Google version, this is what I see:

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Google Vs. Facebook: Google Me is not a rumor

Citing a “very credible source,” Digg founder Kevin Rose tweeted that Google is readying “Google Me,” a social network intended to compete with Facebook … The Tweet was now deleted, but not before many sites including Gizmodo, and Louis Gray already wrote about it.

TechCrunch confirmed today that it’s not a rumor, it’s real.

D’Angelo, who was Facebook’s CTO for years, shared his thoughts as an answer to one of the questions on Quora. Here’s his response:

  • This is not a rumor. This is a real project. There are a large number of people working on it. I am completely confident about this.
  • They realized that Buzz wasn’t enough and that they need to build out a full, first-class social network. They are modeling it off of Facebook.
  • Unlike previous attempts (before Buzz at least), this is a high-priority project within Google.
  • They had assumed that Facebook’s growth would slow as it grew, and that Facebook wouldn’t be able to have too much leverage over them, but then it just didn’t stop, and now they are really scared.
    Google has failed over and over again in providing any service that’s user friendly, i.e. Buzz, Latitude, Social Search, Google Friend Connect, Wave, Wave again, especially Wave … Though mark my words, Latitude will take off and will be base of amazing LBS services … Anyways, Google usually lacks of good design and usability, which makes it hard to believe they can compete with Facebook.

But the funny bit is that while Google is going after social networking, Facebook is making the move towards search. Shiv shared some thoughts on Facebook Search, and although I have some different thoughts, [Facebook] Open Graph is the beginning of a new semantic search that goes deep as opposed to broad and finds relevant content based on profile, location, and human recommendations.

So my predictions:

1. Google Me will have amazing technology, platform, have geo-social-mobile as a core, leverage elements from Latitude, Buzz, Open Social, and will be native to all new releases of the Android platform, including Google TV. Their success will rely on Google making a massive effort in making it usable, friendly, and having a good design.

2. Facebook will enter the search war, but not before they enter the display advertising arena. Search is a low priority as it provides less direct revenue opportunity for Facebook, whereas serving relevant context / social aware ads on 3rd party websites using the Facebook Open Graph provides a massive immediate revenue opportunity.