How W+K uses social media as a powerful research tool?

This week I’ve chosen Wieden + Kennedy advertisement agency to examine its social media campaign strategy on Facebook, Twitter, and Youtube platforms. I wanted to find out how this agency uses its social media platforms as a research tool? And how they use that information to reach their target audience? Am I crazy to test a well-known advertisement agency that have Nike, Coca Cola, Chrysler, and Old Spice as its clients? Why not? I know I am not going to find anything faulty, but for sure I am going to learn a lot in the process. Oh! By the way, that’s the purpose of this blog, to learn from advertisement expects!

A little bit about Wieden +Kennedy according to the company website:

“Wieden+Kennedy aspire to be more than just an ad agency. As proof, several distinctly different experiments created by W+K allow us to build new relationships with the communities we reside in as well as help transform our ever-evolving industry. Our incubators create environments for entrepreneurial partnership and mentorship that drive culture and innovation. There is no blueprint for building a W+K incubator; each has evolved out of a need to adapt in a dynamic world and to engage with people at the forefront of technology, arts and commerce”

So now let’s have fun learning how W+K uses its social media platforms as a research tool.

Firstly, I checked W+K website (Canada/US), and I was surprised that I couldn’t find the Facebook/Twitter share buttons on its page, and then I tough: – Umm why they don’t have any share buttons? And then I found out later that in fact, they have all popular (Facebook/Twitter/Youtube) share buttons located on W+K official blog. BINGO! That made me wonder how effective the company uses its social media as a research tool. Later I found out: They have a very strategic social media team working to develop their online strategy while using social media as research tool! OpS again! Suddenly I began to love this company!

W+K’s uses social media as a very important research tool. Do you remember him?

Smell like a man man

The “guy that can be whoever you want”  and “smells like a man man” is W+K old advertisement campaign for Old Spice, which left a lot of women breathless, speechless during the commercials and wondering: – Why my husband/boyfriend isn’t like that? Even I had the same reaction!

According to Marshall Kirkpatrick on his article “How Old Spice Videos are Being made” (ReadWriteWeb):

“Old Spice, marketing agency Wieden + Kennedy and actor Isaiah Mustafa are collaborating on the project. The group seeded various social networks with an invitation to ask questions of Mustafa’s character, a dashing shirtless man with over-the-top humor and bravado. Then all the responses were tracked and users who contributed interesting questions and/or were high-profile people on social networks are being responded to directly and by name in short, funny YouTube videos. The group has made videos in response to Digg founder Kevin Rose, TV star Alyssa Milano (now big on Twitter) and many more people, famous and not.

It is well done and it appeals to peoples’ egos – but there is something more, too. It feels very personalized, even if it wasn’t directed at you. Those people who got responses, and many people who didn’t, have Tweeted, Facebooked and otherwise shared links to the videos back out across their social networks.”

Check it out W+K research for this campaign here.

It’s clear that W+K uses the power of social media to release their new advertisement campaigns. In return they receive valuable viewer’s feedback. In the Old Spice deodorant commercial, I think they targeted women first. Just because they are the main consumers of cosmetics and they can influence their boyfriend/husband to buy deodorant (and to go to the gym everyday in order to get a six pack!). Women are mainly driven by emotions, impulsive buying. W+K was very smart (at least in this campaign) to target women by using the personalized like ad.

In my opinion W +K it is a great example of how to use social media as a research tool. The mean reason is that W+K uses, and analyses customer’s feedbacks to improve their advertisement campaign. They specifically target key influencers who are going to share the information, who are also responsible for making W+K advertisement campaign going viral.

Here it is the latest Old Spice commercial. I laughed out loud the first time I watched it!

Don’t mute the TV and stay tuned for the next week’s post!




Posted on May 13, 2012, in social media campaign and tagged , , , , , , , , . Bookmark the permalink. 7 Comments.

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  7. Thanks so much everyone!

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