More and more companies are incorporating social networking sites into their marketing plan. We at Leung De Leon Marketing always say that using the Internet as a platform for advertising would result in minimum spending and maximum output. We are not saying that companies should not include TV, print and radio in their marketing plans, a good combination of quad media (print, TV, radio, Internet) will go a long way in terms of communicating to the target market. The secret for a marketing campaign to go viral right away is social networking. Facebook has more than 500 million active users!
L’Oreal’s Wanted perfume (inspired by Demi Moore) goes viral
Our creative director, Theresa Leung, has been following Hollywood celebrity couple, Ashton Kutcher and Demi Moore, on Twitter. Demi Moore a.k.a.@mrskutcher on Twitter announced on the social networking site that she would be compiling videos from different kinds of people all over the world for her perfume “Wanted.” All you had to do is email her team a video of yourself answering the question:
Ms. Leung and thousands of other people sent their videos to Demi Moore and her team through email. Demi Moore then tweeted a link of the video that she has compiled with her team. Ms. Leung was surprised to find out that she made the cut! The Wanted perfume You Tube video contained clips from different types of people to celebrities like Demi Moore’s husband, Ashton Kutcher and former husband, Bruce Willis.
Demi’s tweets about the perfume created a want and a need. She also replied to tweets asking her where they can buy the perfume and thanked those who tweeted her that they already bought the perfume. L’Oreal released TV and print ads of Wanted but Demi’s tweets and You Tube videos added another avenue to create brand awareness.
This campaign demonstrates the strength of the Internet and social networking sites. Wanted also has a website.
H&M, Sweden’s high-street fashion label, teams up with high-end house of Lanvin
Lanvin’s collection designed exclusively for H&M sold out all over the world in less than 24 hours. How did they do it? The collection went viral when H&M leaked a few designs on the Internet and bloggers went crazy over the designs. They released a video on You Tube shortly after.
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| Lanvin’s Alber Elbaz |
Fashionistas all over the world couldn’t stop talking about the collection. They posted the link of the You Tube video on their Facebook accounts, Tweeted about it, and re-Tweeted it.
That’s what you call, smart advertising!
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