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Audio:
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Slides: Putting the Wonder back into Wonderbra
Transcript:
So this is a quite fun campaign. but im gonna hold my hand up and say actually this is from about 18 months ago. and the worlds moved on in a lot of ways. so i think theres some really interesting lessons we can learn so we can try to pull those out. but some of the things that when i show them to you youre gonna say oh, thats so 18 months ago. and can we go on.. do we have a … so some of you will remember the original .. sorry.. the original wonder bra hello boys campaign. our consumer uh folks at jcpr sort of worked on this and it was a big part of who they became and this was i think an iconic campaign. wonder bra came back to us about two years ago now and said, ya know , the brands drifted. um its not what it was when hello boys finished. we kind of lost some of that sheen of glamour around who we are, we wnat to recover it. so we need another poster campaign. we said actually in 1992 or 3 when we did hello boys that was innovative, that was cutting edge, that was what was happening. thats not whats gonna work now. we said lets think more broadly. lets think holistically. lets think about a complete campaign, that brings all the pieces together and is on the cutting edge of communications for today. i know ive committed a faux pas here its bulletpoints. you can throw tomatoes at me its fine. the pooint really here is as i said, wonder bra really wanted to recover its status. the idea that it was glamorous. and they had a retailer problem as well. it was sort of they were finding themselves a little lower on the shelves a little further back in the back. they needed something to kind of recover that, to show how they really are very much actually at the center of fashion, the center of whats going on. the center of the “zeit geist” as my friend jackie cooper would say. so what did we do? we delivered what amounted to i think, as it says, a nearly complete campaign. and what was quite fun about this is ive been doing communications, a little bit of this and that, for 14 or 15 years this is the first campaign ive worked on that had absolutely no paid advertising. so this is 100% social media and traditional PR. so looking at how these two things complemented each other i think really shows the potential of both mediums in many ways. now the campaign centered on the idea that we were gonna go get a big celebrity, dita von tees, to design a high fashion line for wonder bra,so to address peoples expectations as to what wonder bra is and has to offer. and so dita did that, she did it all herself, and in fact, the screen shot in the upper left there, are the drawings she did of the idea she had of what she wanted her line to look like. so it was very much about her, and it captured her personality. and with that in hand, a beautiful brilliant line of product in hand, we then created a whole load of content to basically communicate and fuel the conversations we wanted to have about the brand and the product line. so then it was simply a matter of taking that content out into the world. now i think there were a couple of things that contributed to this, 1 dita von tees was a bit, over exposed, so how did we address that? we wanted to make sure that the line sort of, and her products, were consistent with her personality, what she wanted to be. so really raising up the quality, raising up the fashion sense of it. but then also as we went out into the cimmuntys we were thinking about niches. and this is one of the things that when i talk about social media i talk about all the time. the idea that the web isnt a big monolithic thing and the web audience isnt a big monolithic audience. the way i think a lot of people think about the tv audience. its a series of little tiny audiences. and so the way we contemplated our engagement, the way we wanted to have conversations with people is in those small audiences. now it happens that some of the small audiences that we were dealing with here, like celebs, were quite large. but some were much much smaller. there was some very interesting ones when youre doing a campaign about dita vontees. now what do we do with this in terms of how we executed the campaign. well again it was all about conversations but we needed to have assets. and the strategy that we undertook was lets be everywhere, lets be everywhere that people can interact with us. lets make it easy for people to interact with us in whatever form or whatever location, whatever venue they wanted. so it was in part about us engaging audiences that we would think were interested. it was also about us being in so many places that the audiences would find their way to us. and we also knew that this was also gonna be sort of a big PR topic. there was gonna be loads of coverage and loads of conversation happening about it in the traditional space. and so as a result of that we said look if we put this out there in a load of places people will find it and people will talk about it. and then its just a question of, as we heard earlier, keeping those conversations going. and so yeah, we had a website, we needed a website to have some information about the product on it. but actually the website was always a secondary thing. the website was never really the top focus of what we were doing. we were much more interested in who we were interacting with and where we were interacting with them. te idea that we were gonna go out to where they were instead of them coming to us. and so actually youtube and flicker became much more important venues for us. we actually had more people interact with the campaign on flickr than the actual website. and that was fine, that was actually what we were kind of after. i thought that was wquite cool. we did loads of blogger outreach. ill come on to some numbers in a minute about that. but that was mostly about, again, going out in to those audiences and getting a conversation started. now this point i think is really important as well. when we think about conversations, think those of us in particular those of us who do PR, think about whats the big launch moment, because we never know what the journalist is gonna fall in love with right, so we say right, heres everything you ever wanted to know about us, and the journalist says ok i like point 4 and goes off and writes about it. but thats not how you have a conversation. so we said right we are gonna inventory all the assets all the crative, all the content we are creating and were gonna use it as a starting point for an ongoing conversation with people who want to interact with us. and so i put up here, we actually started weeks before the launch, introducing ourselves to people, saying hey this thing is coming, its quite cool, we had dita von tees, so we had to build a teese website, sorry. that was quite cool though, we were able to put out an 8 second little nibbly trailer of the film that was eventually gonna be released. and we kind of built some momentum, some conversation prior to the big day, and then we did something that i think is genuinely different. we said our primary main piece of content is this beautiful two minute film we created. and it really was a film worthy of those accolades. were actually not gonna put that out when we launch the line, were not gonna put that out around the product, were gonna be it out a week before. because we knew if we put that out around the product its just gonna get drowned. but if we put it out before, it gave us an opportunity to have some engagement to have some conversation to keep that conversation going, and then when we got to the launch we knew the conversation would take care of itself. but then we wanted to continue after, so we started a contest, we created some places for people to engage iwth us on our site, we made a commitment to keeping the conversation going with all those folks we had engaged before the launch, afterwards to find out how they liked the product, where were they getting it were they having trouble finding it, what did it mean to them. we asked some more interesting sort of questions about, we were talking about the science of sexy, what does sexy mean to you. and we got some conversation going around that, and it was quite good. we had loads of poeple actually engaged with the campaign, i think thats my favorite thing about it. we had loads of coverage, as you would expect, from somebody, we had celebrity, we had underwear, we had a great piece of content, we had a good conversation going. it was where the conversation was happening that was more interesting to me. i kind of eluded to this before but we had almost an a lark it was kind of by accidnet and as an experiment, we said actually we were gonna build a website weve got all these wonderful photos, why dont we put these photos on flickr. so we did. not realizing at the time, two years ago, what a massive entry point flickr would be.
Q & A:
Are campaigns that ONLY use social media and don’t integrate with offline PR missing the true potential?
In short, yes. My view is that today’s communications environment compels us to be more integrated — to ensure that what we’re doing in social media joins up with the PR and yes, even the advertising. But adopting this approach suggests that overall strategy ought to be engagement and content led rather than ad led.
who was the campaign aimed at? Women or men?
The campaign was aimed at women, and as we planned it, I was concerned that the video would not resonate with the target audience. I need not have worried. The film that the creative team developed appealed equally and resonated with the target audience. According to YouTube’s analytics, the audience that watched the film was 53% female.
What measurements did you provide for wonderbra
Many of the slides that I used in the case study were taken from the post campaign analysis package that we provided to the client. We were interested in volume of coverage, tone of coverage, film views, photos views, contest entries, overall interactions., etc. The impact on Search volume that I mentioned wasn’t something we had planned as a KPI, but it was a good demonstrator of the effectiveness of the campaign, and we have used it as a KPI in some subsequent campaigns.
but what were the metrics/targets/deliverables? Increased bra sales? What % of engagement were potential customers vs NSFW spotty teenage boys?
At the end of the day, the key metrics were product sales and reputational enhancement. The product line sold out and Wonderbra was *very* pleased with the reputational impact. See above for some information about how the campaign connected with the target audience — and it did.
What did wunderbra do with the community they got in to after the campaign? Did they carry on engaging or just walk away?
We wanted to continue the engagement that we had begun with this campaign, but unfortunately, circumstances intervened that made that impossible. In another circumstance, I could see this campaign serving as the first step in a long-term relationship with many of the people who engaged with us.
Is the conversation still going? Did you consider this upfront?
We did consider during planning how to continue the engagement following the campaign period. Indeed, we had a number of plans in mind. Unfortunately, we were not able to take those forward.