Tag Archives: example

Would you Google women’s rights? You will now

22 Oct

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The last few posts I’ve written have covered fun and quirky PR campaigns. From One Direction launching its own day to Aflac letting a live mascot ride the New York subway, these brands have generated talkability. But this stunt, by Ogilvy & Mather for UN Women in Dubai, tackles an important global issue in an effective and sensitive way.

Taking over one of the world’s most popular search engines, Ogilvy ensured that every time someone used Google last month that they were given suggestions relating to attitudes to women – such as ‘women need to be…controlled‘ and ‘women need to be…put in their place‘.

The agency produced a compelling story to attract interest in the campaign but they didn’t have to think for too long. The suggested search terms are all real examples of what people have used Google for. It’s surprising, shocking and disappointing. In a world where I thought my challenge was being mixed race, it’s been highlighted that I’m getting ahead of myself. It’s being a woman that I have to worry about first.

I can only imagine that when the brief came in to the advertising agency that there were a few overwhelmed executives in the office. This is no mean feat on any budget. Forget the opportunities to see, website traffic and return on investment, UN Women wants to generate behavioural change. But by rooting the campaign within one of the world’s most popular websites (pipped to the post by Yahoo in the US this week) and using striking photography, Ogilvy has successfully made people stop and think.

It’a taken a little while for the news to spead – the Huffington Post has only picked it today – but the campaign is continuing the conversation on Twitter.

It’ll be interesting to see if this replicated by the UN across the world on International Women’s Day (8 March 2014). They’d be missing a trick if the opportunity wasn’t seized to make the world listen to its sound argument.

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More brands suffer at the hands of social media

11 Sep

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First there were hurricanes, and shootings. Then there was horsemeat and a Royal baby. What have these events got in common? They’ve all prompted (foolish) companies to jump on the bandwagon to promote their brands. But, more often than not, the PR and marketing team’s rushed efforts lead to a grovelling apology after a consumer backlash.

Let me explain.

Today, the world remembers the innocent victims from the tragic 9/11 event in New York. And, like clockwork, brands have used the 12-year anniversary for self gain. Unfortunately, it’s all too transparent and US site Fast Company has created a round-up of the worst social media stunts. Take a look – it’s really interesting.

Telecommunications company AT&T shamelessly featured the new Blackberry in its commemorative corporate tweet – which went down like a lead balloon despite the brand realising its rookie mistake and deleting from its Twitter and Facebook accounts.

That’s not all.

Marriott Hotels – which has a unique connection with 9/11 in the sense that one of its branches sat at the foot of the Twin Towers and collapsed with it on the day – tweeted an image of a plate of pastries and a sign reading that it was giving them away between 8.45am and 9.15am. People lost their lives. So, needless to say that pastries aren’t really a consolation prize to shout about.

First of all, social media managers / interns / robots that are running the game must sense check with the wider marketing teams and get key messages signed off. That way if the update blows – you’re all idiots.

Secondly, an event like this shouldn’t even be viewed as a commercial opportunity. Yes, if done in the right way, it can curry favour with consumers. But, brands shouldn’t make light of 9/11 in anyway. Ok, a #neverforget hash tag can put your tweet in the centre of the online community, but images? Risky. What picture can possibly connect with thousands of people directly associated with the event, and the millions more who were touched by it. As we’ve seen, brands can be on top of the world one minute and at the bottom the next. And clicking delete doesn’t mean a thing once it’s been seen.

Brands must keep it simple. Nappy company Huggies is a good example of this by remembering the victims and the brave people who risked their lives to save others. But, even then, you’re left thinking ‘why are you getting involved?’

So, lastly, unless your brand has a direct association with the event in question and you have something that will add value to ‘the’ online conversation, say nothing at all.

Silence is golden in situations like this. Agree?

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Rightmove bids on Apprentice star

18 Jul

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Leah Totton may have won the ‘The Apprentice‘ last night after Lord Sugar decided to back her beauty business, but that’s not the story. It’s Neil Clough, who was in the final five, that’s clocked a big opportunity.

He was told repeatedly during his televised interview that his DIY estate agency website would fail. Why? Because he was asking for estate agents to advertise on a site where they weren’t needed by readers. Lord Sugar, quite rightly, didn’t like it one bit.

But, in a PR twist for the books, national estate agency website Rightmove is arranging an interview for Neil to find out if he’s ironed out the creases in his business plan.

Whether it’a successful or not, it’s a brilliant example of proactive PR by Rightmove. The business saw an opportunity and acted on it – creating an interesting story that’s gaining traction on websites such as The Sun and Digital Spy.

Brands get one chance to make an impression and this opportunity was first come first served. It could have easily been Zoopla or Prime Location that I’m praising. But it just goes to prove that the PR team that identifies, plans and delivers wins big every time. It’s rewarded in brand awareness, thought leadership and a juicy PR value.

Great work Rightmove. And keep Prime Time posted on how you get on Neil!

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