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Stuff that awaits you in this presentationMultiplatform Campaign
Social platform that only gets bigger by the day
Internet the new place to read – and who am I reading?
Innovative on Social Media
Baskin Robbins
Stuff that awaits you in this presentationMultiplatform Campaign
What is it aboutThe good bad uglyCould it be bettered?
Social platform that only gets bigger by the dayLinkedin
Internet the new place to read – and who am I reading?Author – Lindy West / Alan Sepinwall
Innovative on Social Media Its Maybelline
Baskin RobbinsConcepts that are the equivalent of yum
Multiplatform Campaign – Miley Cyrus
What is it about?Launch of her coming of age Album – Bangerz
Using all media including an exhaustive use of the digital platforms Miley Cyrus became one of the most talked about people which propelled her to the top of Billboard charts. It launched her as pop culture icon in line with legends like Madonna.
On the heels of a memorable performance at the VMAs, Miley used her soaring popularity on twitter and instagram to generate even greater buzz about her upcoming video wrecking ball which was her first no 1 hit on Billboard charts
Multiplatform Campaign – Miley Cyrus Good :Amassing a strong growing follower base across platforms she was able to achieve at one point 3,00,00 tweets per minute talking about her and the most views in a 24 hour time frame for Vevo
Bad:While even bad press is good press, Miley risked getting her status completely tarnished by several online and offline commentators who criticized her heavily for her provocative image
Ugly:Excessively written about can rarely have downsides. But over saturation of Miley related content lead Beyonce to completely revolutionize music culture by releasing an album that would beat Miley’s sales minus ANY promotion.
Multiplatform Campaign – Miley Cyrus How would I better the Pop Culture and PR force that Miley is?
While the SNL appearance could have saved some damage, a bigger call back to Miley’s talent (with personalized acoustic music videos / backyard sessions on her Youtube Channel) would give a wider insight to her talent for her hung-on-her-every-movement audience
Callbacks to her family and influencers (on instagram and twitter pages) would also help augment her image by showcasing her more of a free spirit and than a girl ruined by the likes of Hollywood
Linkedin – Highlights
Largest professional networking website in the world – one that is largely not blocked by proxy in a corporate environment
Unique proposition – Degree of connections that help facilitate better networking with professionals within your field
Brands can connect with employees, potential employees (with extensive job portal existent within) and followers with their activity
Major Business Professionals use Linkedin as influencers allowing a chance for people to connect to the Idol they aspire to emulate
Linkedin is now growing to be a publishing platform allowing people / influencers to share viewpoints about work culture / trends et al
Integration of Pulse brings latest news from various feeds right at the top of a user’s newsfeed
Pop Culture Commentary at its Best
Lindy West – Burkhas and Birkins• Lindy West – writer
extraordinaire, feminist and winner of WMC’s Social Media award reviews the awful movie Sex and the City 2• Besides being one of the
funniest reviews it got featured on several websites showcasing how she has mastered the art of Pan
Alan Sepinwall – TV legacy of Robin Williams• Alan Sepinwall- prominent
television critic left newspaper career to be part of entertainment website Hitflix• Amongst several online
tributes Alan wrote a beautiful tribute to Robin’s illustrious and often overshadowed television career
Maybelline BB Cream Case Study
Maybelline launches a niche beauty product in India using a different route by reaching out to the men
Getting men to talk about Women and their longevity of the beauty regime to build insights about a beauty product
A unique way to reach out to men instead of targeting women for a beauty product (primarily a woman’s domain)
The build up and the subsequent answer makes this an interesting approach to orient people to the BB cream in India
Baskin Robbins – Concept Note
Route 1: Celebrate Everyday victories with a BaskinEach day presents its own version of struggles. If you clinch life’s smallest but deeply meaningful goals treat yourself to a scoop of baskins
Route 2: Make your own flavor A contest where people submit flavors they’d like to see on the baskin menu. Few selected will be illustrated (eg: Coffee + cashews= mocha heaven) and a people would be allowed to vote for their favorite flavor.
Route 3: I- Scream to your heart (Cool down with a Baskin)-Videos of people who are experiencing intense anger and then are cooled down by a scoop of baskin-Share stories about what annoys you with the hashtag #needforicecream and win a chance to win prices
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