Looking back on the lecture yesterday, we have discussed the stuffs about how company gives a big incentives to the consumer who win the video competition. I found it quite true, when a company wants to engage a lot customer to its video competition somewhat the incentives must be big. However, Evian quite make an extraordinary moves with its baby dancing campaign, though it does not give any incentives, but it still engage a lot of consumer.
This is the first video which hits millions of viewers and then they engage the customer with the second video which tells that every people could join the evian baby video.
http://www.letsbabydance.evian.com/ <-- link to the Evian baby campaign.
Well, come to think of it, many social media does a unique campaign and engaging a large number of consumer. However, do they purchase the product? may be yes, may be no. Then, how to link the social media marketing with sales?
Therefore, I think in order to make a successful social media campaign, a company must endure the successful campaign to ensure it still stick in the consumer mind and create a brand community ( represents the consumer - brand loyalty, rather than mere "fan" ) rather than mere a campaign. Then, while the company has a strong community, the people inside that community will do all the Word of mouth thing.
What do you think?
Does this evian campaign makes you want to buy Evian water? For me, I don't feel like it, but it kind of attached to your memory so whenever you want to buy water, then evian babies come into your mind.
interesting video~ Joan~ In my point of view, social media is more focus on online activity, to make customer to experience in advance, also, it provides a platform for communicating. I think it is an important and quick way to spread information; however, it is not the whole part. The offline activity should be combined with the online activity, to make it as an integrated marketing strategy. Thus, if customer interested in the product from social media, it is also important to have some offline activities to make sure the sales.
ReplyDeleteWon't necessarily buy it, but then I don't buy bottled water. The thing is, people like babies, they think babies are cute and therefore babies (in my view this is) has a unique attraction which many marketers have successfully used in the past.
ReplyDeleteRoss