Viral relies on shareability, so if the content is weak or obviously advertising it wont work. Draftfcb creative director megan sheehan described the day-to-day work of the campaign to ad age. An advertising campaign can often have a short term effect. Then youll have the power to influence like never before. If you look at your facebook feed, youve got friends all over the world and it doesnt really matter where people are geographically.
For instance, the animals featured in the video dont actually live in australia, these are north american inhabitants! Thats because australia is a relatively small english-speaking market and if you want anything to become really successful locally, you have to make it popular in other english-speaking markets first Buy now Integrated Marketing Campaign Case Study
Oreos birthday mission was to help everyone around the world celebrate the kid inside and daily twist aimed to filter the world through the playful imagination of oreo, cindy chen, director of marketing for oreo at kraft foods, told ad age. By that i mean, since a brilliant video that nobody sees is worth absolutely nothing. The video featured a cute song with morbidly funny cartoon characters dying in ridiculous ways. But we did have a short term result in the numbers. We carved out a territory so people can now actually talk about it.
He did that! After the successful launch of the video, mccann melbourne went on to generate more content including gifs and a downloadable song on itunes Integrated Marketing Campaign Case Study Buy now
If anything is happy then there is repeat viewing and will work well on social platforms, says john mescall. John mescall, executive creative director from mccann melbourne, shares his lesson we live in an age where marketers have enormous power. There was also a shark week oreo, a mars rover oreo and a tribute to panda shin-shins newborn cub just a handful of 100 iterations that rolled out daily through to 2 october. Y expects to be involved, so whatever you do it has to be interactive and entertaining. Creativity takes many different forms and in this case its the willingness to take a leap and a risk.
A website invited people to take a pledge not to do dumb things around trains. We knew that there was a novelty value to the campaign so we wanted the first report on the campaign to be on the issue we tackle Buy Integrated Marketing Campaign Case Study at a discount
We thought that he could contextualise the campaign well for us, because he understood the issue of rail safety. All the safety messages are always tied back to railway safety, john mescall, on the status now. They didnt want young russians to be influenced in that direction. As outlined on the cannes lions website, the campaign got 433 million facebook views with 280 increase in shares, created 231 million media impressions, 2,600 media stories recognising the rejuvenation and making oreo the brand with the highest buzz increase in 2012 (49). Then youll have the power to influence like never before.
However, adweek emphasises that being able to time creative to culture is tricky. From day one, we encouraged people to make it their own Buy Online Integrated Marketing Campaign Case Study
You cant predict creative success, but we knew it had the ingredients to be really popular in social, john mescall from mccann melbourne on what it takes to create a social success. In six weeks, dwtd gathered an estimated 60 million in earned media. . Often you get quite sick of these things as youre making them. Thats because the video had to go viral first, later it would catch the attention of the real target audience.
The success of the campaign has also been widely recognised across the industry. Adweek was told by 360i president sarah hofstetter, whose team together with oreo and draftfcb hashed out guidelines before the campaign. Hofstetter, who used to be a new york times company employee Buy Integrated Marketing Campaign Case Study Online at a discount
Heres what john mescall thinks perhaps, children are smarter than governments? What we had anecdotally is kids saying that they used to hide in the dryer, but theyre not going to do that after seeing the video. Y expects to be involved, so whatever you do it has to be interactive and entertaining. But chen told ad age that it was ultimately a social and digital campaign to engage the brands growing fan base. For the ad industry, dwtd has been part of a trend in recent years of world-class creative coming out of melbourne, rivalling the much bigger sydney. The chosen content was designed to spark conversation and sharing.
John mescalls view on the subject campaigns dont live in a vacuum Integrated Marketing Campaign Case Study For Sale
It might seem that making a cute morbidly funny shareable song and seeding it cleverly was all it took. See your ideas as a start for something rather than the beginning and the end. The client and agency had now truly handed their work over to the people. Y expects to be involved, so whatever you do it has to be interactive and entertaining. Id like to see more detail than the 21 reduction stat.
As chen highlighted to abc news, the campaigns success was not only relying on headlines. Indeed, this campaign by mccann melbourne has achieved near-legendary status in advertising circles. Draftfcb creative director megan sheehan described the day-to-day work of the campaign to ad age. This generation is somewhat immune to advertising, especially when its telling them how to behave, so that a very special approach was needed to actually change behaviour in this case For Sale Integrated Marketing Campaign Case Study
If anything is happy then there is repeat viewing and will work well on social platforms, says john mescall. From day one, we encouraged people to make it their own. This campaign is designed to give an entire generation a language through which they can actually discuss rail safety and put it on the agenda for people. Often you get quite sick of these things as youre making them. The campaign launch centred around a melodic music video featuring animated creatures who die in comically unintelligent ways, before finally highlighting that due to train predictability, accidental death due to contact with trains is quite possibly the dumbest way of all.
But what happens if you combine all the above? The first step for mccann melbourne and metro trains was to produce and record a music video entitled dumb ways to die (dwtd), which would become the main shareable piece of content Sale Integrated Marketing Campaign Case Study