Check out Facebook, Baby Centre or Kidspot today and you'll see the latest and greatest, big, bold display advertising from Johnson's Baby.
To launch Bubble Bath, Johnson's Baby stuck to the strategy that earned it a 2010 IAB Australian nomination: 1) signature device ie the mobile, 2) hero colour from pack and 3) media blockade of the top baby sites.
The digital strategy was the joint effort of OMD Sydney and Profero.
See highlights from the campaign.
Yesterday, I attended the MySpace event "The Next Chapter in Social Media" in Sydney. (Great venue. Great crowd.)
It was a bit ironic that MySpace asked me to present, since most of the clients I advise are starting the "first chapter" of social media and have yet to progress to the "next chapter."
But we're making great progress, especially with Johnson & Johnson brands like Neutrogena, Stayfree and Aveeno.
If you didn't make the event, here's a link to my presentation: Earned media, not social media. 10 tips for FMCGs, like Johnson & Johnson.
(Thanks, MySpace for inviting me along.)
With more than 3.5M Australian women, spending close to an hour per day on Facebook, who has the time to visit a brand website?
That's why brands need to go to these Facebook females rather than waiting for them to come to them. Because, it's likely they never will.
Aveeno is launching a new range of products in Australia and wanted to know what real Australian women thought of the new skincare line.
So, they asked a pool of alpha females who were the first to try the new products, what they thought on Facebook.
The Aveeno product survey, using an application created by The Farm, is a Facebook first.
Check it out here.
When I started working with Johnson & Johnson over a year ago, the scariest brands I faced to develop digital strategies were Carefree and Stayfree. The dreaded Sanpro.
How on earth was I going to develop a Facebook strategy for maxi pads?
I never thought the 3rd Facebook brand page I would launch at J&J would be Stayfree.
Not to mention, Stayfree posted two Facebook "firsts" honours in 2010 by being the first brand to pilot the sampling ad unit on the Facebook Australia homepage, and the first brand to receive the most responses in Australia for its sponsorship of Living Social's "Pick 5" quiz with the question: "Who would you invite to your dream dinner party, dead or alive?"
More than 15,000 people have taken the quiz, resulting in an estimated 1.8M impacts in the Facebook newsfeed as a result of the quiz's popularity.
I'm thinking even Stayfree has a place in Facebook, just like its TVC has a place in "Gossip Girl."
Looks like a Facebok "Go." Carefree tampons, bring it on.
(Credit to The Farm, OMD, Spiral and Facebook for their fearlessness in the Sanpro category and sparing us all the PMS puns while doing it.)
Guilty of telling a "little white truth"? Me, too. Like
And, Ferrero's Raffaello is betting that its target W 18-32 do, too, especially when they get together with girlffriends.
Raffaello's "Little White Truths," launched in November 2009, leverages paid, earned and owned media, encouraging girlfriends to share their "little white truths" on Facebook and a campaign site.
"Little White Truths" is an example of a parallel brand developed to provide the masterbrand - in this instance, Raffaello - with social currency in the social media and content spaces.
The campaign is the work of The Farm, who conceived of the strategy and creative, supported by phd Sydney for paid media.
Check out Neutrogena's new Facebook application leveraging the "Pick 5" quiz by Living Social.
Some campaigns merit the creation of a new Facebook application, like Listerine, but often the best results come from leveraging an existing application.
Neutrogena Rapid Clear created a new question within the existing "Pick 5" quiz: "What would you most like to fade out of your life?"
The Facebook application is part of Neutrogena's 'Fight and Fade" digital-only campaign, which launched in November 2009. It was developed by Spiral in partnership with The Farm and OMD Sydney.
Other executions included a MySpace homepage takeover poll, skins on popular female sites like Beauty Heaven and Sugar and Messenger placements.
Whether you've seen it or not, I'm a sucker for a pretty picture instead of data, so I could not resist posting the new AIMIA interactive graphic from The Interaction Consortium (with Nielsen Online stats), tracking the evolution of the most popular online properties and services in Australia since 2001.
The clever interface shows:
Aussie usage grows faster than penetration Google and Facebook still reign supreme on the top 100 online properties list by audience Nearly 12M Aussies are online in 2009
Nothing new, but it sure got the attention of the J&J marketing department.
Watch the video and have a play with the graphic
Find out more from AIMIA
(Thanks Matt @ Facebook)
So, just how fast is Facebook growing? Which countries are seeing the most explosive growth?
CheckFacebook.com tracks data reported from Facebook's advertising tool to help marketers and researchers understand how Facebook is spreading across the globe.
TechCrunch alum and tool creator, Nick Gonzalez, says that the data indicates that there’s a youth trend as Facebook first penetrates a country, with the 18-24 and 25-34 demographics stabilizing at around 33% each as the country’s userbase grows.
According to the site's data, Facebook Australia ranks 7th behind the U.S., U.K., Canada, Turkey, France and Italy, with 5.5M Aussies.
According to WSJ.com, "Sprite is hoping it has discovered the next pop sensation."
In an effort to promote itself to teenagers, Sprite is revving up its marketing engine to propel the career of British singer-songwriter Katie Vogel. It's doing so by underwriting the production of a new, interactive Web reality series on YouTube called "Green Eyed World," which will follow Ms. Vogel as she tries to make it big.
Using Facebook Connect, Sprite hopes users will shape Vogel's rise to stardom, inviting feedback on her latest songs. Not a bad YouTube/Facebook integration, but Sprite's success will come down to whether or not Katie resonates with her fans.
Do you have good Facebook manners? Timmy and Alice don't. Watch their bad behavior to learn the dos and don'ts of Facebook break-ups.
