How Yorkie's new campaign could be more successful

I'm writing this in light of a previous post I wrote about what I liked about the new "Man Fuel for Man Stuff" Campaign by Yorkie as I feel some changes would improve it.

Firstly, in order for Yorkie's new campaign to be successful, I believe an IMC approach is vital for them to adopt, if they are to connect with their target audiences. The digital revolution has emphasised the importance for marketers to offer an online presence as well as an offline one, especially for FMCG goods with low loyalty. The 2.0 era that Facebook, Twitter and other forms of social networking sites have created have changed the way brands have to communicate with their audiences. Therefore, I feel a presence to boost their current social platforms is needed. In alignment with their current ‘man fuel for man stuff’ slogan I feel the following medias are just a few that could be used:

Social Media: ‘Low involvement’ brands need to create a voice on shared media through UGC. Yorkie’s fans upload images/videos/evidence of their everyday achievements, amplifying these would complement the TV ad through Twitter hashtags Facebook competitions, Pinterest Boards.

Magazine/Newspaper: Target Audience fits the demographic that also can be found in the likes of The Sun, Nuts, Stuff, FHM.

Packaging: Using a QR code on the packet to link through to Facebook page- drives engagement

Mobile: Location-based promotions at football matches to drive sales

What will communications look like in 10 years?

The stage I feel we’ve arrived at in communications is voiced in many talks by Rory Sutherland and economist Ludwig Von Mises. A by-product of the digital revolution has created a situation where marketers’ understanding of human psychology has been leapfrogged by technological advancements. Engineers are playing catch up, trying to develop more sophisticated algorithms to meet this demand. At this present time we are operating inefficiently with the current capacity unable to change this. Software such as Radian6 offers an arguably high amount of comprehensiveness when it comes to data. However, context needs to be applied to this data, which is where creativity comes in. Idea generation by individuals or groups, relying on the quality, reliability and their understanding of data provides opportunities for misjudgement. Over the next decade I believe progression towards utilising this data more so will be taken. Gamification and personalisation will also be prevalent in CRM.   

This is just a brief snapshot of my thoughts. What do you think? Do you believe Gamification is significant. Let me here your thoughts via Twitter @nickwilliamgale

Brief for Campaign Idea: Elvis found alive and well. Relaunch him

Elvis Presley was crowned the King of Rock and Roll and since his death this life has been celebrated by millions. Thirty-five years on from his death, you can still buy memorabilia, fancy dress costumes and the odd tribute act still celebrates his legacy.  Working on the basis the primary demographic for Elvis as a brand would be males or females aged between 53-65 (as they were 18-30 in the year he died) I have created the following campaign

Pre-Launch:

Using an initial teaser:

Point of view viral ads of Elvis waking, blinking and standing up in hut in Hawaii. 

Commandeering Radio 1 and Radio2, his songs will start to play over people talking. Then a mystery package as described on air, arrives at the radio stations above addressed :”Play this…from the King”

Framing a shadowy figure of his famous stance with “He’s back” in the following medias:

5 second TV adverts

Magazines including GQ, Men’s Health and famous men’s magazines in the US including Esquire and Men’s Journal.

Posters of his shadow across major cities in London, New York

Viral videos across YouTube, people gathering around an unknown hut in Hawaii

Guerrilla marketing: Celebrities of his time including Paul McCartney, Bryan Adams and Brian May paid to support a new campaign by adopting his famous hairstyle

Pay celebrities to start Twitter rumour about the King is back and where they have seen him. Also link to Foursquare.

Launch:

Pay Ed Sheeran to write an Elvis Presley song to engage the younger audience and who represents a similar singer/songwriter presence as Elvis did in the 70’s. Could also include Robbie Williams to add an edge.

London Underground and black cab adverts to promote to commuters who listen to Radio in UK. Also similarly in New York using Yellow Cabs.

Pay for the Daily Mail (popular amongst main Target Audience) for one day to print in the shape of Elvis haircut.

Launch new tour singing old songs with shows selling tickets via social media, giving discount to those that shared their purchase on social networks

Using social media to push the launch of the campaign, monitoring the sentiment and reaction via tools such as Radian6 to

Create memorabilia selling at the shows to take away

Create and Establish an Elvis Presley social presence including Facebook, Twitter and Pinterest.

 

Post:

Create a new CD for future sales including a duet with Ed Sheeran/Robbie Williams

Create interviews (breakfast shows GMTV, Life Stories with Piers Morgan), also in magazines and newspapers offering exclusives to specific magazines.

Write a biography of his come back and signings in large areas.

Create a TV documentary on Channel 4 with adverts selling his new CD showing his journey back- possibly lead into a film feature.

Create a fashion icon to bring back his era’s style: Create a collection in River Island and other high street chains like David Beckham in H&M to relate to a new audience.

What do you think of my idea? Good or bad please let me know on Twitter @nickwilliamgale