The article reviews campaigns which deliberately used social networks to enhance reach and impact. The campaigns use bespoke content such as Svedka (a Swedish vodka in the US), E4 (a UK digital TV channel), Pepsi Max, Anti-Gun Crime (UK), American Legacy Foundation (anti-smoking) and the U.S.
Use social networks to drive sales gains
As we enter recession, marketing budgets are being cut and a massive increase in price promotion is taking place, neither of which will achieve the intended goal of improving profitability. A better approach...