This January I conducted a study focusing on the relationship between PR and ad professionals working together in the social media arena. Respondents were members of Worldcom, the largest partnership of independent PR firms in the world, and the Transworld Advertising Agency Network (TAAN), a blue chip organization of ad agencies.
One of the study questions asked respondents what were the most memorable social media campaigns in 2010. Looking back at 2010, the campaigns getting the most votes were Old Spice, Burger King, Starbucks and Movember. Not too many surprises in that list.
What about the digital campaigns that didn’t get the attention they deserved last year? They may not have grabbed your eye the way Isaiah Mustafa’s 6-pack did, but here are two that I think are deserving of some recognition.
Swagger Wagon, which got multiple views in my house, and Converse Domination, the peer to peer branding campaign using Google Adwords were both compelling projects. The foundations of their success are actually very similar to Old Spice’s strategy:
Swagger and spice and everything nice: You can’t deny the power of humor. Sometimes when brands try too hard to be funny it backfires.... Read more