The document discusses Jaguar's "It's Good to Be Bad" marketing campaign that used prominent British actors known for villain roles. The multi-platform campaign included print ads, digital ads, TV/YouTube commercials and social media like Twitter. It was estimated to cost $25 million and received both praise for actively engaging other brands and criticism for potentially promoting mischief. Recommendations included involving an American actor to better connect with that market.

1. Social Media Assignment
Avron Fernandes

2. Analyzing a Multi-Platform Campaign
JAGUAR – IT’S GOOD TO BE BAD

3. Campaign Summary
• Jaguar has a reputation as an exciting brand
that is the epitome of ‘cool’
• This campaign seeks to revive that reputation
with the new F-Type
• It plays to a deep desire in us to break the
rules and be ‘bad’ like the rebel attitude of the
British villain who also exemplifies cunning,
sophistication, and precision

4. • The campaign utilized prominent British actors
known for playing villains to profile what a
Jaguar driver looks and acts like
• Campaign used print ad placements, digital
projections on buildings, commercials on TV
and YouTube, and most major social networks
(notably twitter: #GoodToBeBad)

5. Pros & Cons
• Their reactions to being hit
by other brands were
received very well
• The campaign was actively
reacting to every
opportunity to take a shot
at other brands
• Ad-space and promotions
were bought and utilized
with precision
• The campaign was
estimated to cost $25
million
• Received criticism for
promoting mischief, reckless
driving, and racial
stereotypes
• Risked hitting back at every
brand that tried to hit them.
Could have put the
campaign at risk

6. Campaign Recommendations
• While the campaign was received well, there
was a slight disconnect with the focus on
British villains being better than others,
especially since it played at the Super Bowl
• There could have been a connect with an
American villain like Bryan Cranston (Breaking
Bad) to establish a better rapport in the
American market

7. Reviewing a Social Platform/App
WHATSAPP – MICRO SOCIAL

8. WhatsApp Review
While many see WhatsApp as just a texting or chatting tool, it’s potential for marketing is enormous.
Billions of messages are shared on the platform all over the world daily. It offers a more intimate
setting to communicate which also means that customers are likely less guarded when using the
app than they are on platforms like Facebook and Twitter.
A brand can send out a mass message to millions of subscribers (with consent from the company)
similarly to e-mail. While e-mail marketing has declined though and people skip over marketing
emails, platforms like WhatsApp are still rarely utilized.
Recently, a film ‘Happy New Year’ decided to try marketing on WhatsApp by releasing exclusive trailers
and updates to people who subscribed by texting the company their number. This shows that
WhatsApp can also be used to gather information easily using cheap but effective incentives.
Mobile marketing has been around for a while, but struggle with the hurdle of text messaging costs. The
use of WhatsApp and apps like it removes that cost risk for the customer and provides a much more
cost effective way to conduct mobile marketing.
As if this wasn’t enough, WhatsApp’s capability to share pictures and video along with the usual text,
and it’s foray into group messaging make it a contender for one of the most influential marketing
platforms of this decade.

9. Research 2 Creative Content Samples
HALLS & MCDONALD’S SINGAPORE

10. Halls
This post from Halls offered fans a fun
escape from their day.
Its bright colors caught my attention
almost immediately sparked my
interest.
The team at halls challenged everyone
to the game and faithfully played each
fan who responded in the comments.
It shows that the brand is youthful, fun
and light, and also creates good
memories for the fan which build
strong associations with the brand.
It is hard to remember content, but it’s
easy to remember and experience like
this.

11. McDonald’s Singapore
McDonald’s has faced a lot of
opposition due to health concerns
about it’s food. Singapore, with it’s
food centric culture poses a
difficult prize for the company to
not only promote healthy eating
but exciting food that will appeal
to locals.
This post appeals to a problem
many foodies face with a hilarious
approach.
It explains the point the company
is trying to get across with only a
simple picture utilizing it’s
products.

12. Insights on Social Media Innovation Case Study
OLD SPICE

13. Old Spice - Video Responses
Old Spice rocked the world with this campaign. After many years being perceived as
an old brand, something your grandfather used, definitely not for young
people…they completely changed their market.
The innovation in this campaign was a surprisingly un-stealthy approach. Dan Wieden
of W+K mentioned in an interview that video responses weren’t a part of the
initial plan for this campaign. They just made a comedic TVC which they thought
would be funny.
The response to the TVC was a spark in interest over the mysterious ‘man your man
could smell like’. Instead of sitting down to plan a next move. W+K decided to fly
by the seat of their pants and do live video responses to questions posed by users
through comments and tweets.
An unorthodox approach and spontaneity was the innovation that led to the virality of
this campaign which still has not been replicated today.
• http://www.slideshare.net/SMCSeattle/innovative-socmedia-final091610

14. Content Strategy for Baskin Robbins
31 REASONS TO…

15. 31 Reasons To…
• We won’t just give users one or two reasons
to converse with our brand….we’ll give them
31.
• Any topic, any target group, one reason a day,
a different topical reason everyday. Eg. 31
Reasons to Dance Randomly, 31 Reasons to
Bunk Work Today, etc.

16. Adventures of Baskin & Robbin
• We all know and love Batman & Robin…but here are two
unlikely heroes of our own on a mission to make the world
smile.
• We will frame it in a comic style with one frame per post, 3-
5 posts a week. We will cover one adventure each week.
• The comic will appeal to kids who will be the drivers by
nagging their parents for BR.
• This can also serve as an opportunity for merchandising
and branding in the future.

17. THANK YOU