Tag: relevance


Kotex Launches FIRST Pinterest Campaign

Kotex and Smoyz, an ad agency from Israel, launched the first Pinterst campaign targeting 50 influential users. The results were interesting…

The campaign only garnered 684,853 total impressions, which seems awfully low for what a campaign like this would cost. Shipping, time and product have a hefty pull on the ROI. Granted this video also gained an extra 65,000 impressions. Overall, it was a great play by Kotex and Smoyz. In the true spirit of social media and understanding the individual consumer they produced a campaign that will be memorable for 50 women.

This poses an interesting challenge. Only being able to estimate the true cost of this campaign, would it be financially feasible to give each influential consumer of your business this kind of individual attention? You certainly don’t have to go to this extent, but could you and would you go this far to understand your consumers?

Tidy Cats Makes It Personal

The NYC Subway Trains usually have very ineffective and boring advertising. Ads that even during a long right when you can’t help but look at them, they makes you roll your eyes. However, Tidy Cats successfully created a great ad campaign around the smelly issue they deal with. “Life Stinks” is their slogan and they point out a few situations that speak to the rider. The campaign keeps it relevant to the rider’s current situation and the series even includes a couple that make you think!

The campaign comes with an its own site NoMorePU.com which contains extra “hilarious” video content and an place to crowdsource consumer stories.

Relevance, 8 reasons it’s relevant

A little over a month ago I challenged myself to start using #hashtags to categorize my tweets. Why? To start tracking my tweets based the content I posted. It was a social experiment on myself. I wasn’t sure what would happen or even expected a specific outcome. But I looked at the data and I realized something…

#frivolous – stupid tweets – 34 tags
#gratitude –
thank you’s – 3 tags
#muwblog –
links to my blog - 12 tags
#muwq –
public question – 10 tags
#muwquote –
my/others’ quotes - 4 tags
#muwpinion –
personal opinion – 22 tags
#muwshare –
links to things – 73 tags
@______ –
duh – 202

Frivolous/Total = 34/360

What jumped out at me within the first day of using the tags was I was becoming more relevant! I purposely had #frivolous as one of my categories. These tweets consisted mostly of the annoying bullshit you see a lot of people doing… i.e. “I just ate a tune sandwich”, “My poop took 49 minutes today!” I wanted to become less like these twats. There was no conversation to be had there. It wasn’t driving interaction. After the first day I tried as hard as I could to tweet stuff that people would want to read. I’m on the low end of the spectrum as far as follows/followers with only about 1100+, but I’m sure they all follow about the same amount of people. You have a lot of tweets flowing and the less crap you have to read the better. Relevance makes you stick out (duh)!

The second thing I noticed, which builds on the first, was that I was making more statements. #muwpinion was the driver. I was turning #frivolous tweets into relevant tweets by making statements. No longer did I write “I’m watching hulu at 3 am again!” it was “Hulu rocks! Absolutely the best. Thank you Hulu for being my entertainment #muwpinion”. Transformed! I was forcing myself to take a stand on things, not to mention being grateful (#gratitude).I guess I was holding myself back on the internet. I was letting the links I shared do the talk instead of talking for myself.

The best part, I was becoming more engaging. My little experiment lead me to be aware of my audience and more relevant in their conversations. This is not a surprise to anyone who “gets it.” I thought I “got it” too, but apparently I wasn’t on the spot as I could have been. Overall, I’m less afraid of tarnishing “my brand“  on the internet, and letting myself just be me. I’m a worldly guy. I like a lot of stuff from science/tech, to movies, to fashion. I want to talk about those thing and share my thoughts openly. Even my @’s are better and I’m not afraid to throw some jabs at people like I do in “real life”. Yes, I still spend too much time on the internet (#muwpinion). But I’m not hiding behind a screen and keys. @MerlinWard is the Merlin U Ward you would meet on the street.

I’ll keep up the #hashtag categories. Keeps me in check and if anyone ever wants to see what that tag has brought in the past, they can find it.