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

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The document outlines a marketing campaign by Wonderbra to revitalize its brand positioning and reconnect with its target audience of 18-34 year old women. The campaign aimed to stimulate brand reconsideration through provocative imagery and an entertaining film released online and across social media over several weeks. The results were very positive with over 1.1 million views of the film, extensive social media engagement and blog coverage, and the entire Wonderbra product line selling out at retail stores.

Putting the Wonder back into Wonderbra 11 November 2009

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The often used phrase in generating awareness for games is ‘enlist the core to mobilize the masses’, which is essentially targeting hardcore fans and using their passion and influence to recruit new people. Influencer outreach is igniting a nucleus of the most influential users in a social media setting, whether within a single community or across social nets, and unleashing them with the right messaging and content to blaze a path of engagement with a game or brand. Influencer outreach is now in every major publisher’s arsenal and part of the marketing campaign for their biggest games. The secret - it’s not a break the budget tactic. Rather, it’s a scalable, measurable and even agile approach suitable for games and game makers of all stripes. This session will examine the use of influencer generated content to drive word of mouth, develop player communities and drive purchase interest, as well as cover the right metrics and key performance indicators to plan for in setting up a successful campaign. There will be real world campaigns cited as case studies.

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Thais Love YouTube. They’re passionate. They define trends. And when they find a brand they love, they tell all their friends. They are 18-34 year-olds and they live and breathe YouTube. - Thais watch millions of hours of YouTube EVERY DAY - We see billions of views on YouTube in Thailand EVERY MONTH - Over one third of YouTube watch time in Thailand is from a mobile device Bringing Thai people a new enhanced experience that makes it easier for Thai communities to find and fall in love with locally relevant videos

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