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

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Marshall Manson …

Marshall Manson
Wonderbra & Dita von Teese
Social Media '09
a mashup* event
mashupevent.com

Published in: Business, Technology

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  • 1. Putting the Wonder back into Wonderbra 11 November 2009
  • 2. Remember This?
  • 3. 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
  • 4. A (Nearly) Complete Campaign
  • 5. Execution: Everywhere
  • 6. 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
  • 7. Coverage: Everywhere Teese site and film launched Product launched Film released, main site launched
  • 8. 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
  • 9. 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
  • 10. Coolest chart of all