Participatory marketing campaigns

By Kateryna Martin 21 February 2017

Interruption/push marketing has been substituted by engagement/pull marketing

• Companies have lost control over the brand image and consumer decision making process, because ‘marketing savvy’ and demanding consumers actively seek out reviews and information. In addition, they share their views and experiences with others

• New advanced technologies allow audiences to skip traditional advertisement on TV and block or ignore it online

• In order to promote products and services more effectively marketers need to understand and address needs and desires of customers

How to market effectively to tech savvy consumers?

Participatory marketing

is a number of marketing strategies that are aiming to ‘activate audiences’ by encouraging them to participate in various activities (i.e.: vote, make, write, rewrite, ask, play, etc.)

Among the advantages of participatory marketing:

• Companies create favorable environment in which customers themselves co-create messages and distribute information about the brand or product

• Companies benefit by extracting value from user generated content (i.e. videos, photos, discussions, creative ideas, etc.)

• People embrace what they create, and that connects customers with a brand on emotional level

4 main types of participatory marketing campaigns:

• ‘Play’ (i.e. compete, guess, etc.) Successful example: Coca Cola ‘Coke Chase’

• ‘Ask’ (i.e. question, request, etc.) Successful example: Old Spice ‘Smell Like A Man, Man – the Sequel’

• ‘Do’ (i.e. create, make, write, etc.) Successful example: PepsiCo ‘Do us a flavour’

• ‘Rewrite’ (change, alter, etc. ) Successful example: Tipp-Ex ‘A hunter shoots a Bear

• More than 1.3 million people visited CokeChase.com

• 900,000 votes

• 7.3 million interaction through sabotages

• 60 second ad has been watched over 2.5 million times

• Facebook followers increased from over 56 million to 64 million

Coca Cola ‘Coke Chase’ results:

Old Spice ‘Smell Like A Man, Man – the Sequel results:

• Within three days the combined number of views reached 11 million

• Videos received over 22 thousand comments

• More than 170 thousand Old spice related tweets

• Twitter following exploded by 2700% to 83,000

• Number of subscribers of Old Spice YouTube channel increased by more than two times to 150 thousand

• In one month the number of Facebook fans grew by 60% from 500K to 800K

• Sales of Old Spice Red Zone Body wash have increased by 125%, overall Old Spice Body Wash sales increased by 106%

PepsiCo ‘Do us a flavour’ results:

• More than 3.8 million flavours were proposed

• 1.2 new fans on its US Facebook page

• 955 million organic Facebook impressions

• Sales increased by 12% over the year

• +2% in household penetration among the target audience

• The company gained valuable insights about their audience: 72K liked colour “red” in their flavours’ name, an one of the most popular ingredients is bacon; most people submitted their flavour suggestions on Sunday, and women participated more actively than men, 72% to 29% respectively

• Significantly raised brand awareness, as customers on average have over five minutes of brand exposure

• Went viral and was popular in 217 countries

• Within 100 days promotional video reached 35,5 million views on YouTube

• 380,000 shares on Facebook

Tipp-Ex ‘A hunter shoots a Bear results:

Get in touchIf you would like me to create a participatory campaign for your brand by using:• 8 steps strategy for successful campaign • Principles of successful participatory campaigns

Call me (Kateryna Martin) on 07490 578 719

Or email me: ekaterinamartin2012@gmail.com