Review of selected marketing operations in 2013

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5 weirdest FMCG campaigns

Review of marketing operations in 2013

1. Girls Don’t Poop• Company: Poo-Pourri

• Product: Odour remover spray

• Campaign: Girls Don’t Poop

The review of the weirdest 2013 FMCG campaigns cannot

start differently than with the campaign promoting an

innovative Poo-Pourri product, that is an odour remover

spray, which you spray onto the water in the toilet before

“taking a dump”. It does not allow odours to permeate the

barrier, keeping up the illusion that girls, as a rule, don't

poop – so is the intention behind the campaign itself, which

explains the way the product works in a direct and funny

way, builds the company image and creates the viral

material at the same time. Ever since the début of the clip, it

was watched over 22.000.000 times on YouTube and shared

over 364.000 times, which, for a small company, is an

incredible success, which translates directly onto sales (Poo-

Pourri now earns $ 15.000.000 per year).

YT: http://tiny.cc/3qy29w

2. Gioni’s Revenge• Company: Gioni’s

• Product: Sauces

• Campaign: Gioni’s Revenge

• The Italian producer of ketchup and other sauces, Gioni's,

asked Alch1m1a from Milan to create advertising materials

accompanying the upside-down packages by the company.

This resulted in creating three posters, on which the

personified sauce bottles take the revenge for being slapped

on the “rear”, giving their “torturers” a thrashing. Gioni's is

not a huge company, it does not even has a website, but the

posters were all the rage on-line, having a strong impact on

the recognizability of the brand, even if not on sales. The idea

and the insight of the campaign are not bad, but the execution

is disturbing to say the least – bringing up associations from

S&M (and I do not mean Social Media) to rape, the facial

expressions of the sauces speak for themselves – the client

should better learn to squeeze, at least if they do not want to

become a feature in the Detective magazine.

3. Mountain Dew & Tyler the Creator• Company: Mountain Dew

• Product: Fizzy drink

• Campaign: Felicia the Goat

• In May 2013 Mountain Dew released a series of clips realised

together with the controversial rapper Tyler Okonma (also

known as Tyler the Creator), showing Felicia the Goat and its

criminal adventures. After the second clip was released and

after the response of b. Watkins, PhD, who called this

campaign the most racist campaign in history, the clips were

withdrawn and removed from the Mountain Dew channels.

However, it is not what makes it one of the weirdest FMCG

campaigns of 2013; it is due the fact that Mountain Dew

allowed the release of clips, which contain acts of violence

towards a woman, and Mountain Dew is shown as an

intoxicant, and after a goat drinks it, the goat gets

aggressive. People familiar with Tyler's artistic output knew

what to expect and were not shocked, the problem here was

the response of persons that do not know Tyler.

YT: http://tiny.cc/gsy29w

4. Oreo Separator Machines• Company: Oreo

• Product: Sandwich cookies

• Campaign: Oreo Separator Machines

• If you ever ate cookies in the form of two disks with a cream

filling in between, you know how the eating procedure looks

like – you eat one disk first, then you lick the cream filling,

and then you eat the other disk. Some people prefer the

disks, others the cream filling, but what if it was possible to

find a way to separate them perfectly? Such insight was the

idea lying behind the on-line campaign Oreo Separator

Machines, showing various scientific (and tricky) ways to

separate the cream filling from the disks of Oreo. The spots

are deadly serious, which constitutes a part of the humour;

each spot presents the inventors along with their absurd

inventions. The campaign received a lot of comments and

was praised for its humour and being blown out of

proportions. Even though it was not a sales campaign, Oreo

surely did not suffer any losses as its result.

YT: http://tiny.cc/puy29w, http://tiny.cc/dvy29w, http://tiny.cc/qvy29w, http://tiny.cc/8vy29w

5. Katy Perry and the Popcats• Company: Popchips

• Product: Low-caloric crisps

• Campaign: Katy Perry and the Popcats

• Popchips promotes its product as a healthy alternative to

traditional potato crisps and the Katy Perry and the

Popcats campaign is playing on that assumption – the arch-

evil Fat Cat is racing with the Popcats in delivering snacks

to people in need. We have a Fat Cat here, with an eye-

patch, who speaks with a heavy German accent, rapping

Kate Perry and her cat team in colourful wigs, lamentable

one-liners, the style from the 60s, disco lasers and a lot

more. The concentration of absurd is absolute, and the

execution – intentionally – poor, but it surely is memorable.

The campaign also includes a service – via Twitter and

#popchipstotherescue hastag, the users can send a

“distress call” with their location and a short description of

the situation to get a chance of Popchips delivery.

YT: http://tiny.cc/84y29w

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5 massive failures in Social Media

Review of marketing operations in 2013

1. Feed a child with a tweetFailure of taste

• Context

Kellogg's, in its social campaign, tried to encourage its followers to

retweet the entries, promising a breakfast for a poor child for each

retweet.

• Failure

What could have gone wrong? Followers reacted wildly to the tweet,

accusing Kellogg's of emotional blackmail. Kellogg's responded with

an apology, blaming it on the poor choice of words, and ensured

that it finances breakfasts at schools, but it only met another wave

of criticism – as the company finances the breakfasts anyway, it

only means that the retweets were worthless and Kellogg's only

wanted to improve their image on the suffering of the children.

• Moral

Using poor children to improve statistics on Twitter might not be well

received, even more so if we provide a condition – food for a

retweet. Moreover, it was a bad idea to suggest – in the apology –

that the earlier tweet was, essentially, a lie.

2. Find the differenceFailure of reason

• Context

Home Depot sponsors the College Gameday programme, which is

broadcast before the American Football matches in the students'

league. The tweet and the photograph we show is a part of the

support for this event by the social media agency employed by

Home Depot.

• Failure

After the “puzzle” was published, unflattering comments went their

way, accusing Home Depot of racism – in the end, the very fact of

asking such a question suggests that there may be doubts. The

response was quick: Home Depot removed the tweet, fired the

agency and sent an apology to anyone that tweeted about it with

indignation, but it was too late – what is published on the Internet,

stays on the Internet.

• Moral

To be honest, you cannot avoid such histories, unless you involve

only proven agencies or people that do not tweet while intoxicated.

3. Condoms, discreetly, in BatmanFailure of crowdsourcing

• Context

After SOS Condoms app, which was first of its kind, was launched in

Dubai, allowing to discreetly order condoms via iOS app or Durex

SOS Condoms website, Durex launched an on-line vote to decide

which city will be next to embrace this service.

• Failure

The voting took place via Facebook and it did not contain a list of

cities available for voting. Instead, you could vote for any city, and

any city could win, provided that it would collect the sufficient

number of votes. However, people forgot that the Internet is the

place where 4chan operates, thanks to which the voting was quickly

led astray. Distancing the competition, including Paris and New York,

a conservative Turkish city of Batman was declared the winner. .

• Moral

Crowdsourcing is a fantastic matter, but you cannot ignore the

Internet hooligans – if they see the potential, they will make fun of

the brand. In this case, it could be avoided by providing a list of cities

for the vote.

4. Live cutbacksFailure of logistics

• Context

HMV, in the light of the approaching bankruptcy, implemented large

cutbacks in the employment, including among the team responsible

for Social Media.

• Failure

During the HR meeting, where over 60 people were fired, one of

them, Poppy Rose Cleere, decided to talk about it via an official

Twitter account of HMV. The tweets were live for over 20 minutes,

which was sufficient for the message to carry around the world and

damage the HMV's image. Of course, cutbacks constitute an internal

matter of the company, but in this case, the tweets also show the

lack of competencies from the marketing director and put the brand

in the position of an oppressor, at the time it was fighting to recover

the share in the market, and consequently, to survive.

• Moral

If you fire the team responsible for Social Media, you have to revoke

their access rights to the official company channels before that.

5. Questions without AnswersFailure of social awareness

• Context

J.P.Morgan, the biggest bank in the USA, agreed to pay a record fine in the

amount of 13 billion dollars for granting mortgages to persons that were not

credit worthy, and selling those mortgages later in packets to investors all

over the world, which contributed to the crash on the real estate market. In

the follow up of those events, someone at J.P.Morgan decided to organise a

Q&A session on Twitter with the deputy president of the company, Jimmy Lee.

• Failure

The very idea of organising a Q&A session with the deputy president of the

most hated American bank at the time must have been born in the head of a

person that had not had even the slightest inclination of what is going on in

the real world. The questions were sent in astronomic amounts, but they

surely were not those the initiators of the action wanted and soon the Q&A

session was annulled, leaving hundreds of scathing tweets behind it. Perhaps

the insight behind the said Q&A session assumed that poor people cannot

afford the Internet access?

• Moral

Doing a Q&A session in a critical moment is a good idea, but not if you want to

answer only those questions that are convenient for you, even more so if you

do not know the reality of the Internet.

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5 new charity mobile apps

Review of marketing operations in 2013

1. Google One Today

• Company: Google

• App name: One Today

• What is it for? For supporting non-profit programmes.

• The One Today app is available for Adroid and iOS

phones, it is intended to enable the user to pay $1 to

one of the available charities. The app remembers the

selections and adapts the proposed charities to the user,

who may in turn share it with social media and suggest

to their friends that they should also pay $1 to the

selected charity. All non-profit organisations that may

receive donations are a part of Google for Non-profits. If

you have a charity program, you can join One Today as

well – it is free of charge. When the user donates to the

charity, the money is added to the Google Wallet and

periodically charged from the user account, so they are

not realised immediately. All and any payments can be a

tax deduction.

www: http://tiny.cc/w6y29w

2. AskU• Company: PricewaterhouseCoopers

• App name: AskU

• What is it for? For supporting active actions by dedicating

time to complete questionnaires.

• Even though AskU has been functioning since 2012, it was in

2013 that a mobile app for Android and iOS systems was

released, which allowed the user to dedicate time to

complete the questionnaire and to support one of the active

actions in this way. The app asks two types of questions –

sponsored, used to collect information about the market and

the consumers, and questions that makes it possible to build

a user profile. It allows PwC to conduct market research

much more quickly and efficiently, and the users have a

better incentive to complete the questionnaires. Even

though the list of the supported foundations is short, they

are verified and there is no risk that the money will end up

where they shouldn't, even more so that the only currency

required from the user is time.

www: http://tiny.cc/76y29w

3. Hero Bear

• Organisation: Help For Heroes

• App name: Hero Bear

• What is it for? For supporting injured soldiers by

purchasing a game.

• Hero Bear is a mobile game, created by the Help For

Heroes foundation, and purchasing it guarantees

donating £1 to the soldiers injured on the battlefield. The

game consists in controlling bears, which must transport

the injured friend on a stretcher, and avoiding the

obstacles – collect as many golden coins as possible,

exposed at the unrefined comments of Jeremy Clarkson.

Other persons involved in that action include: Lorraine

Kelly, Ross Kemp or the mayor of London, Boris Johnson.

In contrast to other apps, in this case the users do not

choose the case they would like to support and they have

no impact on the amount of the donation – it is all set in

stone, which did not hamper the success of the action.

www: http://tiny.cc/o7y29w

4. Selfless Selfies

• Company: Johnson & Johnson

• App name: Donate a Photo

• What is it for? For supporting charities by sending your

photographs and sharing them in Social Media.

• Donate a Photo is a simple way to support selected

charities by taking a photo and uploading it via the app.

Johnson & Johnson pays $1 for each photograph to the

case selected by the user – ranging from surgeries for

injured children to eye tests in poor regions. It suffices to

download the app, register, select the charity you would

like to support (each has a detailed description), select

and upload a photograph and share your kindness on

social media (Twitter and Facebook, soon – also on

Instagram) in order to encourage your friends to

participate in the programme. After a successful upload,

the user will receive a response message with a

confirmation and congratulations for being a kind human

being.www: http://tiny.cc/17y29w

5. Feedie• Organisation: The Lunchbox Fund

• App name: Feedie

• What is it for? For exchanging photographs of food into

actual food for the children from South Africa.

• Feedie is an app that plays on the tendency to take

photographs of food to incite jealousy of others and

transforms it into something really useful. After you take a

photograph of your food using that application and sharing

it on one of the selected Social Media, a restaurant, in which

the food was purchased, pays a donation (25 cents) to The

Lunchbox Fund, a charity that delivers food to poor children

from South Africa. Over 12.000.000 meals have been given

out via the donations and photographs, and the popularity

of Feedie is constantly growing, along with its scope (now

internationally). The action has received a lot of publicity in

the media and many celebrities supported the initiative – no

wonder, it is a perfect way of doing something useful while

satisfying your own desires.

www: http://tiny.cc/e8y29w , YT: http://tiny.cc/r8y29w

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5 E-Commerce events

Review of marketing operations in 2013

1. Tictail and 10.000 stores in 10 months• Company: Tictail

• Type: E-Commerce platform

• Tictail, with its registered office in Stockholm, was launched

in 2012 as an e-commerce platform, offering users opening

and handling on-line stores free of charge. On 14 March

2013, 10 months since its launch, Tictail exceeded 10.000

founded and active stores. The users praise Tictail for a

friendly UI and its easiness to use, the company also offers

apps for the sellers, which allow them e.g. to offer discounts

for individual products, to allow customers to publish

reviews or obtain e-mail contacts to tighten the

relationships. The apps allow Tictail to earn money, as the

basic functionalities are free of charge. The stores powered

by Tictail are now present in 98 countries and it will surely

not end at that, as the company is planning a wider

expansion, including to the USA, where it will have to face

Shopify. Regardless of how this battle will go, Tictail is

definitely one of the winners of 2013.

www: http://tiny.cc/xdz29w, www: http://tiny.cc/9dz29w

2. Boxed M-Commerce• Company: Boxed

• Type: M-Commerce Wholesale

• Boxed was launched in August 2013 with its mobile app for

iOS, offering wholesale shopping on-line in New York and New

Jersey area, three months later it handled 48 of the lower USA

states. Boxed places itself in the same category as Amazon,

yet it offers only wholesale amounts, and more favourable

prices than Amazon (which is not a wholesaler). Their main

customers include families that do not want to buy diapers,

animal food or toilet paper via Amazon all the time, and even

more so, they do not want to wait in long queues in Costco.

Boxed does not repack the goods from the producer, it does

not have its own trucks and only rents warehouses, and this

model is working for now, Boxed is growing more and more,

and lately it announced a dedicated shopping app for Android.

What is interesting, the founders of Boxed come from the

environment of mobile game developers and as they say,

creating a sales platform was much easier than creating any

game.

www: http://tiny.cc/7ez29w

3. Pinterest with shopping options • Company: Luvocracy

• Type: E-commerce

• Luvocracy recalls Pinterest, and it is not a coincidence, even

though there is one big difference – Luvocracy allows you to buy

products you are admiring. It is a marketplace built around

recommendations and social sharing, using which you can

purchase anything you see and the platform will do everything

for us. How does it work? The users register for free and they

may browse through items, follow posts of recommended persons

or friends, create their own collections and recommendations. If

you decide to buy, Luvocracy will do everything for you, from

contacting the seller (Luvocracy states the maximum price of the

product, it might be lower later) to the purchase and the

shipping. The only thing a user must do is to click the “Buy it for

me” button and an assistant will do everything. If a user

recommends a product that is later bought by someone, the user

gets a commission, so it means that if that users wants to buy

something and recommends it, and later a sufficient number of

persons buy it, the recommending person will get it for free.

www: http://tiny.cc/yfz29w

4. Rent a car via a smartphone• Company: Silvercar

• Type: Car rental

• Silvercar, seeing that car rental at the airports is time

consuming and bothersome in general, offered an alternative –

booking cars on-line. You can book them, run them and pay for

them using a smartphone. All you need is to download the

app, book a car (silver Audi A4), scan a code on the glass, get

in and drive away, and you do not have to talk to anyone. The

service is available in selected cities, but surely similar

companies will start to appear everywhere – who wouldn't like

to just get out of the airport to the parking lot and drive away,

without spending time in queues and completing long forms?

The app also requires providing the driving licence number

and a phone number, as well as other information you need to

provide when renting a car, but you can provide them much

earlier in order to save time. When you return the car, special

gates register that the vehicle has arrived and then the bill is

issued. The fee for gas is settled at an average price and there

is no fixed rate.

www: http://tiny.cc/rgz29w

5. Amazon Prime Air• Company: Amazon

• Type: On-line store

• Amazon has recently informed about the plans to

introduce a new service in 2015, in which drones will

deliver the parcels, estimating the shipping time to be 30-

60 minutes from placing the order. 2015 is far away, but

the announcement itself and the presentation of how it

operates is an event big enough – the first commercial

application of drones. Of course, there are some doubts –

what if a drone will fall down on someone's head or

someone will shoot it down? In the end, some people are

greedy for surprise parcels. There are loads and loads of

things that might go wrong, but if the promises are to be

believed, the drones will be just as frequently present as

the Amazon's trucks, at least in the USA. What do you

think, how long will it take from the launching of the

service to the YouTube trend “Prime Air Down”?

YT: http://tiny.cc/ahz29w

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5 slides about the TV watching trends

Review of marketing operations in 2013

1. How the global pattern of video consumption is changing?

The age barrier in using new video forms is disappearing (VoD, video shifted, YT, etc.):41% of 65-69-year-olds uses such content more than once a week.

In the case of TV-watching, the tendencies of multitasking and multiscreening are becoming popular:

75% of viewers do other things while watching TV,25% of them sometimes watches another video on another device

VoD is more and more often used for leisure, while the significance of linear television increases for “live” events. It is the “live” events that generate the

highest response in the social media.

pdf: http://tiny.cc/4hz29w

2. How do the British use VOD? Exemplified using BBC iPlayer

The iPlayer users

is a group only slightly younger

than the general audience. The

difference is not big.

The watching peak is only slightly

shifted compared with TV. VoD is

used more willingly

in bed

with a tablet in hand.

Using VOD is largely seasonal, e.g. in

the holidays, such services are used

less frequently. In the years 2010,

2011 and 2013 we could see a

significant increase of using the

iPlayer in January – the Santa

Clause effect has come to town,

giving out the top gift of the recent

years – tablets and smartphones?

pdf: http://tiny.cc/9jz29w

3. What has happened over the past 15 years? 1997 – 2012 / USA

0 1 2 3 4 … n0

0.10.20.30.40.50.60.70.80.9scope

weeks

1997

80% 3

weeks

2012

60% n

weeks

ScopeA strong campaign in 1997 in the USA was able to

achieve 80% of the scope in 3 weeks, and in 2012 – only 60%, and after many weeks of broadcasting.

FrequencyIn 1997, 20% “heavy TV viewers” was reached by “only” 40% of the given spot broadcasts, while in

2012 – as much as 60 or even 80%.

We see a growing asymmetry in effectively reaching to target groups. It is mainly the result of the growing fragmentation of the TV channels and content.

In particular, it is difficult to reach the “light TV users”.

Frequency distribution

in 1997

Frequency distribution

in 2012

www: http://tiny.cc/jlz29w

4. Don't forget that...

... the internet cannot take over the role of

the television.

Why?

Despite many deficiencies of the television,

still the 97% of the video consumption

lies with TV,

and only about 3% on-line.

(data for the American market)

www: http://tiny.cc/3lz29w

97%

3%

5. A few interesting articles

A few spot-on hypotheses why

buying advertising time has not

yet been automated by Google

or any other large player for the

digital media.

>Article at AdAge:

http://tiny.cc/1mz29w

Do the young Americans watch

less and less television? The

answer is “yes”, but only a few

percent y/y.

>Report at MarketingCharts

http://tiny.cc/foz29w

Since 2014, the YouTube

audience is (or will be)

measured by Nielsen. It is a

huge change in the Google's

approach. The reasons and the

predicted consequences are

discussed by the author of this

article:

>Opinion of an analyst

http://tiny.cc/cpz29w

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