Putting the Wonder back into Wonderbra 11 November 2009
Remember This?
Objectives: Recover the Glamour <ul><li>To put the wonder back into Wonderbra  -  to own its position in popular culture a...
A (Nearly) Complete Campaign
Execution: Everywhere
Driving Conversation on  Drip at a Time <ul><li>-3 wks: Teese Site  </li></ul><ul><li>-2 wks: Teese Trailer </li></ul><ul>...
Coverage: Everywhere Teese site  and film  launched Product launched Film  released,  main site  launched
Flickr: Our biggest surprise <ul><li>163,581 total views of those photos </li></ul><ul><ul><li>82,545 found the photos thr...
Overall Results <ul><li>Results </li></ul><ul><li>Over 1.1m combined views of the Science of Sexy film </li></ul><ul><li>F...
Coolest chart of all
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Marshall Manson - Social Media '09 (a mashup* event)

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

Published in: Business, Technology
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Marshall Manson - Social Media '09 (a mashup* event)

  1. 1. Putting the Wonder back into Wonderbra 11 November 2009
  2. 2. Remember This?
  3. 3. Objectives: Recover the Glamour <ul><li>To put the wonder back into Wonderbra - to own its position in popular culture again </li></ul><ul><li>To emotionally reconnect to target audience (18-34yr old women) and attract and engage new consumers </li></ul><ul><li>To entertain and stimulate brand reconsideration to drive sales </li></ul><ul><li>To upgrade brand positioning, creating new imagery and dialogue in the market </li></ul><ul><li>To prompt reconsideration and reappraisal by trade/retail </li></ul>
  4. 4. A (Nearly) Complete Campaign
  5. 5. Execution: Everywhere
  6. 6. Driving Conversation on Drip at a Time <ul><li>-3 wks: Teese Site </li></ul><ul><li>-2 wks: Teese Trailer </li></ul><ul><li>-1 wk: Full site & film </li></ul><ul><li>0: Product launch </li></ul><ul><li>+1 wk: Exclusive photos </li></ul><ul><li>+2 wks: Behind the scenes </li></ul><ul><li>+3 wks: Contest winner </li></ul>
  7. 7. Coverage: Everywhere Teese site and film launched Product launched Film released, main site launched
  8. 8. Flickr: Our biggest surprise <ul><li>163,581 total views of those photos </li></ul><ul><ul><li>82,545 found the photos through flickr’s internal search engine </li></ul></ul><ul><ul><li>39 links from external sites to the photos </li></ul></ul>
  9. 9. Overall Results <ul><li>Results </li></ul><ul><li>Over 1.1m combined views of the Science of Sexy film </li></ul><ul><li>Front-page coverage on PerezHilton.com with 150,000 views of the film on Perez.tv </li></ul><ul><li>More than 3,400 positive blog posts and conversations on social networks </li></ul><ul><li>24,000+ impressions on Twitter </li></ul><ul><li>150,000+ photo views on Flickr </li></ul><ul><li>More than 100 positive stories in offline media including print and broadcast </li></ul><ul><li>The entire Wonderbra line sold out of retail stores </li></ul>
  10. 10. Coolest chart of all
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