Last Thursday, Tipp-Ex (BIC Group) launched a pretty original and creative interactive campaign on YouTube.
It consisted on a series of face to face encounters between a bear and a hunter, offering viewers the opportunity to choose the ending they would like to see by changing the title of the video directly on YouTube! (try typing “hugs”, “tickles”, “eats” and “erases”. Brilliant). The video should have by now, more than 4 million views.
We saw a lot of people spreading the word about this campaign, so we decided to track it with our social media monitoring software for a few days. The criteria was set in order to scan all posts with the brand name (including misspellings) in all media types, regions and languages.
Before the campaign, Tipp-Ex were at 100 + mentions per day. This initiavive delivered a successful impact, at least from a brand awareness perspective with more than 6,000 posts and “sentiment” according to the number of positive comments since last Thursday. That translates into a daily average increase of over 1,000%. We couldn’t find data on sales or R.O.I yet.
Even though the videos were launched on YouTube UK on September 2nd and will be launched on YouTube Italy this Friday, viewers around the world couldn’t stop taking about it. While tracking the amount of mentions by region, the US stayed always at first place and the UK kept a second spot for a while but the latest data shows that other countries around the word, most of them Spanish speaking (showing on the graph as “Others”) have conquered that second place.
If you were wondering where exactly people spoke about Tipp-Ex, maybe you guessed correctly Micromedia took the lead with a solid 56% of the total mentions, followed by Blogs at 25% and Forums 8%.
Here’s a piece of the conversation:
As we mentioned, we don’t have data on sales projection, conversion or overall strategy of this campaign. However, besides the three calls to action to spread the word (Email, Twitter, Facebook), they could have tried to increase their email database and maybe come up with a follow up campaign, making contact first with those specific users that decided to stay updated about the product. The other HUGE area of opportunity we saw is that neither Tipp-Ex nor the BIC Group are on Twitter or Facebook (please correct us if we are wrong, but we couldn’t find any). They could have achieved higher results if they would have been part of the conversation threads (“Good hosts”). It would have been really interesting to measure “likes” and what people said on their their wall for instance.
The perception is that it was a fun and creative initiative, but that was it, and that reflected clearly on the numbers when you have a look at how fast people stopped talking about the brand.
What do you think about this campaign? What would you have done differently?