Archive for earned

Made for me – BMW owned driving earned

Posted in content, Ideas you love to share, POE with tags , , , on May 3, 2011 by Joanna Lyall

I enjoyed reading an article in the FT this morning about BMW’s built to order business that is starting to take off in the US .  For some years now BMW have already sold cars on a  made to order basis in Germany but now the US consumers can also get involved.  From their Spartanburg factory you can order an X3 and with over 70m possible configurations you can get quite personal.  Allowing your customer be part of the product creation without actually having to change anything that you do is a smart way of making your owned assets work harder. In this example BMW have been clever in also giving their customers a film that shows their car being built at various stages of the production line.  The built to order models are no more expensive to the consumer and actually are potentially a better business model for dealers to avoid them having speculate over which cars to have in the showroom.  This product gives people a reason to choose BMW and most importantly gives them motivation to talk about it.  If you ‘designed’ your own car you would tell all your friends wouldn’t you? and you may even want to show them the film…

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BT paid owned and earned for the second biggest wedding of the year

Posted in Ideas you love to share, POE with tags , , , , , on April 27, 2011 by Joanna Lyall

I quite enjoyed the 1min 34 second BT advert at the weekend showing the wedding of Jane and Adam.  I especially admire the fact that BT have told a consistent story that more recently had the input of their fans along the way.  They have once again modernised the BT family communication to connect better with todays consumer. Whether you like the ads or not is somewhat irrelevant, I think BT have put themselves out there much more than usual and have been innovative in their approach to capture some emotion and engagement from UK consumers.  480k votes were cast over what dress she should wear, what car they would travel in and what song would be their first dance.  As far as I can see they seem to have done things in the right way and showed the finished ads and extra behind the scenes content to facebook fans first as a reward for their input and fans even got the chance to be extras at the wedding.  Last year 1.6 million people voted on Jane’s pregnancy, based on numbers alone the wedding doesn’t seem as quite as successful but it certainly grew the facebook following.
BT have successfully used a long standing owned content asset to generate conversation and positive sentiment from consumers as well as delivering impact through traditional paid media channels.  This integrated campaign is a good example for other advertisers to see how a story can be told simply across multiple channels which encourages sharing and contribution along the way.

A match made for owned heaven

Posted in Brand utility, content, Ideas you love to share, POE, social with tags , , , , , , on October 13, 2010 by Joanna Lyall

Heston and Delia, maybe an unlikely combination on first glance but I am emjoying Waitrose’ current comms strategy that has put a content partnership at its heart.  This campaign has been executed with consistency across multiple channels and it is encouraging me as customer to spend more time thinking about waitrose.  Delia and Heston can be experienced in store, in their weekly newspaper, on the website, on youtube and on my iphone.  What a brilliant example of making your ‘owned’ assets work for you, i think is more they could be doing to drive earned media from this activity to make it even more powerful.  Focusing on ‘owned’ i like the fact that however I choose to access this content the story is simple to follow and it provides me with something useful whether I see it first in store, or read about it in their newspaper or discover it on my iphone. The new iphone app allows me to view the recipes and add to my shopping list (not to buy via iphone but to use in store) if i want to watch the chefs in action I can go to their new Youtube channel.  I also read that waitrose are launching a cooking school later this year.  In my mind Waitrose are now a premium brand but now also really demonstrate their value by offering me more products and services that I would have expected from a supermarket and just in case I still feel that I should be more careful with my grocery money then the new ATL campaign is making me feel better that on over 1000 products they are same price as Tesco.  Another example of a brand who gets the new ecosystem and how each layer of content can contribute to how I feel about them… just need to be a bit more in the earned space….

Yeo Valley, paid, owned and earned

Posted in content, POE, search, social, Uncategorized with tags , , , , on October 13, 2010 by Joanna Lyall

If like me you love the X-factor then you will have probably witnessed the new feature length Yeo Valley TV ad.  I am not quite sure how I feel about the ad itself but it got my attention and stopped me leaving the room.  At the end of the ad it said search for Yeo Valley and I did… The google results served up an interesting combination of ‘owned’ and earned.  Top of the list was a blog post from Hippy Shopper talking about the new ad, then came live twitter comments and below that the natural link to the Yeo Valley website.  Twitscoop showed Yeo trending alongside Cheryl, X-factor and the contestants so people were definitely talking about the ad.  Mixed views over whether or not people loved the ad and whether it was original but that aside I think this was a smart move for a brand this to get cut through by using a combination of POE. Now, what they do next is critical, they have got some consumer attention so will they reveal the next part of the story of ‘down on the farm’ or have they spent all the money on one ad in one spot….

Art and science

Posted in social with tags , on December 1, 2009 by Joanna Lyall

Picking up on my last post we have been collecting stats and facts that help us connect the art and science that helps us understand the value of social.  Here are a few I like:

42% increase in propensity to search and 1.7% increase in search to purchase. GroupM study on impact of social content on search; Oct 09

75% say friends influence brand decisions versus 16% for advertising. BMRB

Brands with higher advocacy have higher sales. LSE

Brands who have multi social assets and make them available in multiple places have greater connection with consumers and are more highly valued. Engagement db  

Online user reviews & recommendations are the most influential source of information. Weber Shandwick