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Advertising prides itself on disruption. But what if you could disrupt advertising?

This Christmas we got in to the holiday spirit by creating a live, and interactive installation allowing the public to do just that.

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This is an interesting campaign coming out of the states for Johnson & Johnson. Purely due to the fact that by using an owned media asset (an iPhone App), Johnson & Johnson have been able to brand the UGC that they are generating from a CSR initiative they are undertaking.

The long and short of it is that by using the app, you either take a a photo or use an existing one, then posting donate that photo to a cause. The image and cause is shared across your Facebook feed along with the detail that Johnson & Johnson have donated a dollar to said charity, based on your contribution.

Not original but a nice way of generating brand equity around the activity and generating branded UGC rather than just user generated content that perhaps wouldn’t have the same commercial impact.

There has been 10, 000 entries so far. Which kind of demonstrates to us that people are sometimes not as altruistic as we would hope. Perhaps giving both a social and personal incentive would boost numbers.

Güd a US Personal Care brand has released perhaps one of the more comprehensive Pinterest campaigns we have seen to date. With Pinterest commanding an incredibly female skewed audience with an increasing user-base (albeit slowing in growth). It has for example 650,000 (growing at roughly 2% per month) Australian users and counting.

It seems to be the perfect platform to activate against aesthetically arresting, aspirational, indulgent, female focused products.

Güd scoured the platform for a board that had been posted relating to inspirational mornings. Hoping to match the essence of their new body wash Red Ruby Groovy, which promises to wake you up and refresh you in the early hours. The board they inevitably chose was Keri Pfeiffer’s, a board she created and posted images representative of her perfect morning. Güd got it touch and eventually flew her to Mexico, and recreated her board in real life. The results of which are below:

This was subsequently launched as an online video with a CTA that asked other users to create their own board portraying their interpretation of “My Perfect Gud Morning”. Each entrants has to also pin an image that featured the product and the details of the promotion.

The campaign has had some interesting results. We like it because it gives the overall campaign social credibility and leverages some of the native features of Pinterest. One of the success’ of the campaign thus far being is the entrant from a blogger (unsure of whether she was paid) called Joy, who has over 14million Pinterest Followers. With entry board itself already receiving over 700, 000 followers.

In saying that, as far as we can see the competition has only had 175 entries thus far. But due to the nature of Pinterest, each board would have been promoted across each entrants follower network feed and the each pin posted to the board would have also appeared. Which means that the impressions they would have received would far surpass just this figure.

GudMorning Perfect Morning 2013-04-11 10-22-07

It is a valiant effort, but it seems that no brand has really been able to crack a competition mechanic that goes over an above just a pin to win, entry system. Which, unlike this Gud campaign has a major downfall in the fact that you do not capture any data from the execution. Just impressions from people that interact.

Despite the lack of scalable campaigns and CRM derivatives that advertisers can reap from Pinterest. We think a platform with such a well defined value proposition and skew toward woman, that Pinterest still has huge potential for those brands willing to stick it out and find the magic formula.


This is a lovely campaign from Unilever in South Africa, which boosted sales of OMO 2kg bags by 20%.

Basically it was a loyalty program that leveraged the power of mobile penetration (feature phones) in Africa to drive sales of its product and reduce price sensitivity at shelf. Consumers were directed to purchase a 2kg bag of OMO and punch in a unique code on pack via SMS. They were called back by an automated voice system that asked the consumer a variety of questions and registered their details against their broader CRM Platform. The initial loyalty scheme consisted of 5 tiers that corresponded with the frequency that the consumer purchased the specially marked 2KG OMO packs.  The loyalty rewards that they could then redeem as they cycle through the programs were as follows:

  1. Go in the running for a 1mil R education scholarship
  2. Got 5 R of mobile credit
  3. Got 8 R of mobile credit
  4. Voucher for school socks
  5. Voucher for a school shirt

The results were phenomenal:

  • 2.7 mil entries
  • Re-interception through CRM program resulted in 60% return custom
  • 20% increase in sales over 8mth period the program ran

You can see the case study video below;

The reason that we really like this execution here at Holler is it demonstrates the power of OWNED loyalty programs, which we feel is a fundamental way of wrestling some of the power back from the duopoly of supermarket retail in Australia. It also hammers home the effectiveness of using mobile as a channel to engage with and remain connected to a consumer base. We also love the fact that it increases frequency whilst reducing price sensitivity at shelf.

Overall it gives consumers a tangible reason to stay connected with a brand and to talk about it to their networks. Mum’s are starting to see savvy shopping as a mantle to brag about. Shopping is becoming competitive, with people seeing who can get the best bargain. If you can offer this by increasing the return for each consumer across ALL RB products by cutting out the middle man and building direct relationships. It could be a real turning point for the business.