Interview: Michelle Goodall on Planning ‘Moral Marketing’ Campaigns
By Gemma JoyceFeb 18
Picture the scene.
You’re in a busy supermarket. It’s a Monday evening. There are about 500 things you’d rather be doing. Washing the dog. Washing the car. Washing your hair.
Anything but this torture.
You remember you’ve run out of the essentials – things that you can’t run the house without; washing powder, shampoo, toothpaste – things that you buy regularly but luckily don’t set you back a lot of cash.
You need to choose from the hundreds of products on the shelves, brands you see every day but don’t pay all that much mind to.
As you walk through the aisles, scanning the many logos around you, you remember all the talk on Twitter about a ‘Beauty Patch’ campaign by Dove that launched recently – your timeline was full of retweets and posts about it, people seemed to like it.
It was different – something new. You saw a few tweets from friends saying they loved it and were going to go and out buy some of their products.
You pick up the Dove shampoo and place it in your cart.
You go home. You don’t wash the dog. You don’t wash the car. You do wash your hair. You tweet about it. And you’re not the only one.
Household products brands are getting clever when it comes to advertising.
Being on the TV isn’t enough any more.
We’re spending more and more time on online, and this is where brands are now reaching out to us – so how do savvy brands differentiate themselves in a massively saturated market?
Dove used real people instead of actors in a clever viral advertising campaign, reaching millions of people and resulting in a huge share of online buzz in their market.
They’re not the only brand making a big impact by advertising in wily ways on social media.
Take a look at the graph below.
How do Purex get mentioned on Twitter so much more than any other leading household goods brand? What could people possibly have to say about an everyday brand, that much more than another?
Purex capitalized on social listening capabilities and took their advertising efforts online.
For one campaign, they targeted 2,000 mothers – key influencers in the Twitosphere and bloggers with large reach – and supplied them with free Purex products.
The result? A truckload of positive recommendations and online conversation about the brand.
Purex are steaming ahead of the competition when it comes to online conversation – their use of influencer marketing has paid off, big time.
And as you proved as you lathered up in the shower, washing away the hell of Monday night supermarket shopping, Dove’s marketing campaign successfully converted into a sale.
Great news for them, but how do they actually measure this? How do they know that you, and others, saw the campaign and intended to purchase products as a result?
And more importantly, how can you, as a brand, do the same?
We looked closely at this in our Household & Personal Care Products Report – we targeted a couple of brands using Brandwatch Analytics and listened deeply to the online conversations happening around them.
It’s obviously great news to be able to look closely and analyse what people think about a brand as a whole – but it’s even better to be able to really focus in on specific advertising campaigns and evaluate the sentiment around them in particular.
Better yet, you really want to see the conversations where people are expressing an intent to purchase as a direct result of your advertising spend, right? You want to see if your campaign is delivering cold, hard cash?
Campaign tracking and measuring intent to purchase are just a couple of the cool things we looked at in the report. It’s free to download – you can get your copy here, or click the fancy button below.
While you’re reading that, I’m off shopping. All this talk has reminded me I’m out of moisturiser – I might just pick up some of that Dove stuff everyone’s harping on about.Download me!