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How to Make a Mıllıon ın a Month
he fi rst step in any social media campaign is to develop a clear sense of purpose. But as channels proliferate and the notion of ‘engagement’ becomes
more amorphous, fi nding and maintaining that purpose becomes harder.
Speaking at Figaro Digital’s Social Media Seminar, Louise Durham at Blonde Digital set out a simple but effective formula to help brands refi ne their approach. At Blonde, she says, the team begin by asking themselves, “How can we use social media to make a signifi cant, cost-effective contribution to brand health?” This was the starting point for the agency’s work for Scotland’s soft drink of choice, IRN-BRU. From a single Tweet, Blonde helped the brand’s YouTube ad achieve a million views with only minimal paid-for media.
THE LINE THAT MUST BE CROSSED North of the border, IRN- BRU is a brand which commands enormous loyalty. Visit a McDonald’s in Glasgow and it sits alongside Coca-Cola. Fire up Google and you’ll fi nd a clan of super-fans sporting BRU tattoos. From a social media marketing perspective, however, the drink’s popularity represents a double-edged sword. “This is a passion brand,” says Durham “and in social media that can make it
harder. People feel such an affi nity with IRN-BRU. It’s fun. It pushes the boundaries. It makes people proud to be Scottish. But if you get it wrong, they’ll tell you about it. Or worse, they’ll ignore it. We knew when we started working with IRN-BRU that we were going to have a tough call translating that sense of humour and edginess into social channels. We also knew we needed a framework to assess each piece of content and work out if it was something good enough to share with our network.” Delineating that framework
Starting with a single Tweet by a student with 329 followers, IRN-BRU
racked up a million views of their YouTube ad in a month. Louise Durham, Social Media Director at Blonde, tells us how the campaign evolved
were two notional boundaries. On the one hand is what Durham describes as ‘The line that must be crossed.’ On the other is ‘The mark that must not be overstepped’. Effective content, she explains, sits between those two points. In the case of IRN-BRU, the aim was to be as maverick as possible – but no more so. “We push it as far as possible,” she says, “without going over ‘the cliff of acceptability.’ Fine - teeter on the edge. But don’t go over it.”
DIGITAL PURPOSE Brand health requires reach. And reach involves depth. “A social media strategy is about getting people to do stuff for you. If it wasn’t about people, it’d just be advertising. But in order for that to work, you’ve got to understand people. A lot of social media strategies start with the brand thinking about
ARTICLE BY JON FORTGANG 52 issue 23 january 2015
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