Marshall Manson - Social Media '09 (a mashup* event)

Putting the Wonder back into Wonderbra 11 November 2009

Remember This?

Objectives: Recover the Glamour
To put the wonder back into Wonderbra - to own its position in popular culture again
To emotionally reconnect to target audience (18-34yr old women) and attract and engage new consumers
To entertain and stimulate brand reconsideration to drive sales
To upgrade brand positioning, creating new imagery and dialogue in the market
To prompt reconsideration and reappraisal by trade/retail

A (Nearly) Complete Campaign

Execution: Everywhere

Driving Conversation on Drip at a Time
-3 wks: Teese Site
-2 wks: Teese Trailer
-1 wk: Full site & film
0: Product launch
+1 wk: Exclusive photos
+2 wks: Behind the scenes
+3 wks: Contest winner

Coverage: Everywhere Teese site and film launched Product launched Film released, main site launched

Flickr: Our biggest surprise
163,581 total views of those photos
82,545 found the photos through flickr’s internal search engine
39 links from external sites to the photos

Overall Results
Results
Over 1.1m combined views of the Science of Sexy film
Front-page coverage on PerezHilton.com with 150,000 views of the film on Perez.tv
More than 3,400 positive blog posts and conversations on social networks
24,000+ impressions on Twitter
150,000+ photo views on Flickr
More than 100 positive stories in offline media including print and broadcast
The entire Wonderbra line sold out of retail stores

Coolest chart of all

Marshall Manson - Social Media '09 (a mashup* event)

by mashup* Event on Nov 18, 2009

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Marshall Manson - Social Media ’09 (a mashup* event) — Presentation Transcript