Pinterest // the power of sharing.

In social media it can often be difficult to prove ROI and this challenge continues to affect the uptake of social media campaigns by businesses. In this post, however, I'm more interested in looking at creative ideas around how to use Pinterest to gain attention and word-of-mouth.

  

The key behind creating a campaign that will get traction in any social media is understanding how and why your target market uses a particular social media platform; tapping into this in a way that they choose to include your brand in this experience.

  

Kotex have found a way to do this very well, creating a women's 'inspiration day', at the heart of which is uniqueness, expression and individuality, tied together with the concept of a gift. All capturing ideas that seem to have allowed this brand and campaign to effectively integrate and build widespread impressions.

  

  

Guess also had a similar idea in encouraging their consumers to share their favourite fashion pics and items, with the campaign being drawn on the theme of spring colours. The notion of a contest or competition is also a popular form of engagement in recent social media campaigns.

  

  

Finally, confused.com managed to bring attention to the issue of safety when driving, utilising Pinterest as the means to reach their target market of young women - a primary segment of Pinterest users. The prize itself did not require a big investment and yet the outcome makes this more than worthwhile. The great learning here is that you don't need to put in a great investment to see results - and in this respect your ROI is just about guaranteed!

  

  

Volkswagen // making the most of Facebook photos.

A simple yet clever idea from Volkswagen and intuitive response to how users interact with the Facebook platform. Introducing the Volkswagen Ticari Araç Facebook Flipbook.

  

By uploading 201 consecutive photos into a Facebook photo album on the Volkswagen Ticari Araç page, you need to simply hold down the right 'next' button in the viewer to watch the Ticari Araç as it drives through the desert terrain, over a jump, across a bridge and through a town in a continuous loop.

  

  

Such a simple idea that really takes me back to my childhood, proving that often simplicity is best. With 237 Facebook shares it appears the message has gotten fairly well around as well.

'Museum of Me' // Intel finds a social connection.

A very clever idea from Intel to display their digital expertise through a social media and interactive video campaign.

The app takes all your Facebook data (name, friends, pictures and words on your wall) to create a personalised 'Museum of Me' designed to show "a journey of visualisation that explores who I am." A personalised visualisation of everything that makes up your online social identity on your Facebook profile. Intelligent, creative and engaging; even with minimal branding this app enabled the Intel name to be carried extensively virally in what has been recognised as an innovative and successful campaign.

 An example of a 'Museum of Me' - Steven Crader

Entertainment the key to viral momentum // Global Ad Charts.

Unruly, a global platform for social video advertising, has plucked out the top video ads in their Global Ad Charts - based on the number of shares online. Video and social viral campaigns have been recognised as a cost-effective and powerful way to get your brand in front of a large audience, encouraging word-of-mouth through sharing. Depending on your content and campaign objectives, this can be a very strong and effective marketing strategy.

The ad below came in sixth on the Chart and is an amusing and humorous play by Guinness. It is fairly long and steady in pace, however, quite a clever execution and one that animal and beer lovers I'm sure would enjoy. The message of the ad; 'Round up your mates for a Guinness'. The execution provides a fresh take on the sheepdog trials in the lead up to St Patrick's Day and is weird and amusing enough to share.

Unruly Global Ad Charts  

1. Studi43:  Two-year old dancing the jive - 1.11 million

2. Obama: The Road Traveled - 271,131

3. Mercedes: Invisible Mercedes - 226,756

4. Cartier: L'Odyssee de Cartier - 169,333


5. DollarShaveClub: Our Blades Are F*ing Great - 151,215


6. Guinness: Round Up Your Mates - 145,323


7. Vytautas: Mineral Water! - 113,877


8. Converse: DoYaThing - 101,549


9. Rovio: Angry Bird Space NASA Announcement - 66,304


10. Marshall: Introducing The Marshall Fridge - 53,782


'Feed a Friend' // Pizza Hut a brand that shares.

This one's not a new campaign, but a great social media idea that was launched out of the M&C Saatchi Sydney office last year.

This Pizza Hut campaign successfully linked the online world into the offline; capturing the spirit of sharing through a viral campaign centred on Facebook as the main media platform.

Great to see a campaign that understands so well its consumer insights and responds to broader social and media trends with a finger on the pulse of the online community. A great strategy and a brilliant result, well done.

Pizza Hut - Feed a Friend from Mark. on Vimeo.

Montblanc: The Beauty of a Second.

I do love visuals that challenge my mind to think in symbolisms and metaphors.

The latest Montblanc campaign is an interactive one; a short-film contest with an emphasis on time and storytelling. With only one-second to create an impression, trigger a reaction, memory or emotion, you'd better make that second count.

Animals, nature, companionship and bike tricks proved popular choices by the judges for the 80 one-second films short-listed for the final.

A few grabs of some of the entries below.

View the clips for yourself on the Montblanc - The Beauty of a Second website.