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A Digital Night with P & G – Buzzing Pampers Save a baby social media campaign

Posted by John Horniblow on May 12, 2009 in General, Social Media Marketing, Viral Marketing |

P & G  hosted an EMEA Digital Night at   in Geneva bringing together  its marketing , ecommerce , digital communications people and their agencies to  participate in a digital and  social media experiment on a real live campaign.  At its outset it appeared to be a daunting proposal , to spearhead a full blown digital media campaign in two hours with the ultimate idea being to maximize the groups reach , push their influence, and market and sell the idea of donating  for a Pampers & UNICEF program to eliminate Tetanus aiming to raise 100, 000 GBP in 18 hours.

Pampers Save a Baby. One pack , one baby.

“A baby dies every three minutes somewhere  in the world from tetanus. It is completely avoidable and Pampers  is sponsoring and raising money for a UNICEF vaccination program worldwide.”

The ensuing two hours was bold and adventurous as assigned groups armed with a few basic executional assets  and a donation landing page split off to devise and execute a fund raising campaign utilizing only digital channels. There were no set rules in what the approach needed to be other than it needed to be  “executed with integrity”.

The groups  immediately raced to begin and obvious point to turn to  were their  friends and associates linked in the various social networks. Facebook groups emerged , links appears, a donate widget application got added to personal pages and the conversation began in earnest.  The emergence of  strategy then began to permeate the groups  as each devised campaign message and  a reach strategy in how to maximize audience across a multiple touch points making the approach more sophisticated, pointed and less haphazard.

Blogs , YouTube videos, an influencer campaign on Tweeter and through Facebook , chasing and contacting high value donors , negotiations for impressions across online publishing networks linking multiple contact channels and coming together at a rapid pace. In a jaw dropping moment a little while latter a one million impression banner campaign appeared across one of Germany’s major newspaper sites.  The buzz and influencer phenomena  then took over with global reach. As the intensity of the push to raise money took hold , groups began to monitor their competitors actions and tactics, calling for quick decisions on how best to out wit the competition and move to next channel almost in a race to be first. Viral campaigns riding on the back of Selma Hayak’s ambassadorship  sprung up,  well designed internal direct email campaigns raced through the P & G network ,  tell  to friends campaigns in the social sites.  A  directed and awe inspiring frenzy of digital buzz.  The results .. they are a secret .. but  it worked.

Donate to one groups target @ www.justgiving.com.co.uk/pampersnewbaby

Save a Baby Blog link

YouTube submissions

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