Trojan Condoms: integrating online video into a safer-sex campaign
Geoffrey PrecourtWARC Online
For at least one marketer, user generated content (UCG) is not the pot of gold at the end of the digital rainbow. "It has not worked for us," James A. Daniels, Jr., the vp/marketing at Church & Dwight Co., Inc, in charge of the Trojan condom brand. "It's not as strategic as we need to be," he told an audience at the Association of National Advertisers' 2009 Marketing Accountability & Effectiveness Conference.
The answer, Daniels found, was what he called "artist-generated content" - video material submitted in...