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Tuesday, August 24, 2010
[ Kotex uses good insights in new campaign ]
+ There's a new campaign from Kotex that hits on a consumer insight that most women can relate to. It's pretty smart. The focus is to highlight Kotex as a way to show how well their product works so that women don't have to wear "period" underwear. It is a continuation of "Panty Challenge", a promotion that started last fall encouraging women to try Kotex with a promise that any problems meant new undergarments on K-C's dime.
Now the new evolution of the campaign, "Project Makeunder," centers around consumer content asking women to talk about the contents of their underwear and bra drawers.
The effort also involves TV personality Kathy Griffin and celebrity stylist George Kotsiopoulos, who will do undergarment makeovers for the winners among women who submit their lingerie stories. The participants are winnowed by consumer voting through Sept. 12. The winners' makeovers will be documented in a five webisodes that will be co-written by Kathy Griffin.
The one thing I find a bit odd about it or at least possibly an issue is if women are really going to be comfortable talking about their ugly undies. Ok, maybe talking about it won't be as bad. But not sure that they'd want to show them off.
It is a nice acknowledgment to the behavior of the target audience and also highlights the product as hero.
Thursday, August 19, 2010
[ This and That: 08.21.10 ]
+ I'm easing my way back into blogging again. Life (read: work) had gotten the better of me the last few months. So to start off, I'm going the easy route with a list of things I've been reading the last couple of days. ;)
+ The Web is Dead. Long Live the Internet from Wired about the shift from browsing and searching the web to getting and app platform interactions.
+ 8 Social Media Treasures We Learned from Old Spice points out some of the key things that made this campaign successful. Personally, I think these learnings are ideas that should be in any campaign, social or otherwise. They include: Originality; Don't Talk, Do; Be Human; Mix It Up; Don't Be Obvious; Humor; Don't Sell, Conversations Will Come; Real Strategy. The biggest success for the campaign was that they weren't afraid to go to a place of absurdity that would resonate with their target audience. Too many brands are afraid to do this. Or, they do a watered down version that falls flat. It's part of the reason that this campaign is one of my favorites from this year.
+ Infographics to make you drool found on Flickr. (hat tip brandflakesforbreakfast)
[ Kotex uses good insights in new campaign ]
+ There's a new campaign from Kotex that hits on a consumer insight that most women can relate to. It's pretty smart. The focus is to highlight Kotex as a way to show how well their product works so that women don't have to wear "period" underwear. It is a continuation of "Panty Challenge", a promotion that started last fall encouraging women to try Kotex with a promise that any problems meant new undergarments on K-C's dime.
Now the new evolution of the campaign, "Project Makeunder," centers around consumer content asking women to talk about the contents of their underwear and bra drawers.
The effort also involves TV personality Kathy Griffin and celebrity stylist George Kotsiopoulos, who will do undergarment makeovers for the winners among women who submit their lingerie stories. The participants are winnowed by consumer voting through Sept. 12. The winners' makeovers will be documented in a five webisodes that will be co-written by Kathy Griffin.
The one thing I find a bit odd about it or at least possibly an issue is if women are really going to be comfortable talking about their ugly undies. Ok, maybe talking about it won't be as bad. But not sure that they'd want to show them off.
It is a nice acknowledgment to the behavior of the target audience and also highlights the product as hero.
Labels: adgruntie, advertising, branding, campaign
Thursday, August 19, 2010
[ This and That: 08.21.10 ]
+ I'm easing my way back into blogging again. Life (read: work) had gotten the better of me the last few months. So to start off, I'm going the easy route with a list of things I've been reading the last couple of days. ;)
+ The Web is Dead. Long Live the Internet from Wired about the shift from browsing and searching the web to getting and app platform interactions.
+ 8 Social Media Treasures We Learned from Old Spice points out some of the key things that made this campaign successful. Personally, I think these learnings are ideas that should be in any campaign, social or otherwise. They include: Originality; Don't Talk, Do; Be Human; Mix It Up; Don't Be Obvious; Humor; Don't Sell, Conversations Will Come; Real Strategy. The biggest success for the campaign was that they weren't afraid to go to a place of absurdity that would resonate with their target audience. Too many brands are afraid to do this. Or, they do a watered down version that falls flat. It's part of the reason that this campaign is one of my favorites from this year.
+ Infographics to make you drool found on Flickr. (hat tip brandflakesforbreakfast)
Labels: advertising, data, design, inspiration, interactive, social media, this and that, web, wisdom
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