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Evian's Real-Time, Real-World Approach to Social Media (Video)


I just realized I'd posted about this on the GEN-WOW LinkedIn Group and Facebook Page, but not here.

You have to love this Twitter campaign from Evian - and the stats it generated, including:

• An 11X increase in Twitter followers compared to the same month last year

• 3.5X more daily mentions for the brand during the promotional period

• 2.8 million impressions and 75,000 engagements via Twitter

This is a brand with a history of creating very powerful real-world/digital experiences - representing the vanguard of what I view as one of the most important trends in social media. Social is not an end unto itself - it is a means that, when combined with physical world experiences – is far more than the sum of its parts.

Ask yourself "How is my brand capitalizing on SoLoMo (social + local + mobile)?" – before your competition starts asking the same thing.

Read more about the promotion here.



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P&G'S #LikeAGirl' Campaign Wins CLIO, Stirs Controversy (Video)


I first blogged about P&G's "Like A Girl" campaign for Always back in July, when I found myself wondering if it will be viewed as an imitation of Unilever's long-running "Real Beauty" effort, or in its own right.

The campaign has had its share of critics - including some who point out the video doesn't even mention menstruation.

As I mentioned at the time, I'm personally all for anything that helps boost self-esteem. And while some of the conventions here have been used by Unilever's Dove brand for years, the entry point in this initiative is in many (many) ways even more important than beauty (inner, outer or otherwise). It's about what it means to be a capable, powerful human being.

As readers of my book THE ON-DEMAND BRAND know, I'm a huge fan of Unilever's decade-long "Real Beauty" campaign. But that doesn't mean there isn't room for more efforts that collectively champion a change in the entire conversation about how products are marketed to women.

The advertising industry, for one, seems to agree. This month, the campaign - from Leo Burnett Worldwide - won the coveted Grand CLIO Award (which as Slate points out, wasn't without some controversy: Accepting the award, as several female colleagues stood silently in the background, was a man.)

What's your view? A sign of many more such campaigns, from many more brands, to come?

An obvious, one-off "pinkwashing" effort?

Or something in-between?

Read more about the #LikeAGirl CLIO win here.


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