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My "Redefining Integration" talk at the 2012 IMMAP Summit. Brand equity vs. brand integrity, how to think integrated from the very beginning, integration as a business model. Also features kittens, pandas, unicorns and jellyfish. And a zombie.
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#playcopsandrobbers trended several timesTwitter followers up by 400%170k mentions through campaign hashtags
FB recruitment app and “Girls Coming” list :40k+ views, 1200+ registrations
The most amount of talk generated for Axe in the past 4 years
Searches for “Axe” shot up by 300% during launch
Most talked about personal care brand, overtaking Dove
Compared to other markets, the launch of Axe Anarchy in the Philippines got the most people talking
Doubled forecast in May and still went out of stock in JulyNow contributes 20% of Axe sales
Earned media offset ALL local media and production spend for the campaign: 1 peso earned for every 1 peso spent, effectively doubling client’s value for money
Ronnie del CarmenCarlo PagulayanGerry AlanguilanAJ DimarucotDan MatutinaIan Sta. MariaStephen SegoviaInksurgeGabie OsorioRuben Nacion
and more
facebook.com/patakpataknamandyan
Thank you, Edelman!
http://youtu.be/44tHijuqhpA
Axe “The Cleaner”
http://youtu.be/cNsUZGvLnMY
o.b. “A Personal Apology”
Microloan “Pennies for Life”
http://youtu.be/VS3ThxPrlVo
(And visual WOM,at that!)
leighreyes.comyoutube.com/user/leighpod
lowephilippines.com@lowephilippines
