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How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes a campaign in India by Colgate, the toothpaste brand, which used a pilgrimage to promote the brand to rural populations.
This case study describes a campaign in India by Colgate, the toothpaste brand, which used a pilgrimage to promote the brand to rural populations. These rural populations are usually difficult to access and so the pilgrimage presented an opportunity. As the target group was mostly illiterate a voice based mobile strategy was chosen, with a well known Indian radio figure recording a message which pilgrims received through location based targeting. The Colgate stall at the event received 700,000 visits, 300% above the pre-promotion period.
Dermablend Professional: Go beyond the cover
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign, for US cosmetic concealer brand Dermablend Professional, was targeted at a highly specific market: people who regretted getting tattooed and wanted to make their body art disappear.
This campaign, for US cosmetic concealer brand Dermablend Professional, was targeted at a highly specific market: people who regretted getting tattooed and wanted to make their body art disappear. The creative approach became a social media hit by using an online video featuring Zombie Boy - an art and music video star who is famously tattooed from head to toe. In the film, he was covered in Dermablend and, ultimately, looked as if he had never been tattooed at all; but the wow factor was increased by the film being run backwards, meaning that the body art was entirely concealed at the start, but fully revealed by the end. Zombie Boy was picked for the surprise factor (he was male in a category dominated by female ambassadors) and due to his positive attitude towards his tattoos being closely aligned to Dermablend's brand values of control and empowerment. The video, distributed through YouTube, was the 5th most watched video campaign of Q4 2011, and was shared 1.1m times on Facebook. Online, the sales growth went from a +1% for the third quarter (just before the launch) to a + 25% during the 4th quarter.
eos: Reinventing Lip Balm
Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2013
EOS, a small, independent start-up brand, was entering the hyper-competitive US lip balm category which contained more than 200 brands, several backed by multinational companies.
EOS, a small, independent start-up brand, was entering the hyper-competitive US lip balm category which contained more than 200 brands, several backed by multinational companies. The leading brands tended to be unisex offerings with communications geared towards the product's functionality. EOS set out to be different, building on the insight that, for women, functional tasks often trump pleasures; it planned to deliver on both fronts. Arresting imagery in print ads and at point of sale emphasised the attractiveness of the EOS Smooth Spheres while PR targeted influential titles in the beauty press. An EOSphere sampling initiative aimed to distribute 50,000 Smooth Spheres in 30 days using women's connections on social media, but was so successful all were given away in 24 hours. Within six months, EOS achieved a 2.5% dollar share of the category, and more than doubled this to 5.6% after 12 months.
The Dove AdMakeover: Unlocking the Social Power of the Dove Brand
Jay Chiat Strategic Excellence Awards, Gold, 2012
This US campaign for Dove represents the latest iteration of the Unilever-owned personal care brand's Campaign for Real Beauty - which hits out against unrealistic ad stereotypes.
This US campaign for Dove represents the latest iteration of the Unilever-owned personal care brand's Campaign for Real Beauty - which hits out against unrealistic ad stereotypes. Dove applied the same brand insight in social media to address a new, digital form of beauty anxiety: targeted ads for weight loss products and plastic surgery. The Ad Makeover displaced negative advertising that preyed on women’s insecurities, by adapting a technology intended for technically savvy marketers so that anyone could create positive advertising for women to see on Facebook. To get visibility, Dove outbid other advertisers on key terms that could be used to target women negatively, ensuring a potentially negative ad was replaced with a positive one. The campaign upped Dove’s viral reach on Facebook by 87%, and earned 253 million free media impressions.
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