Anyone in the UK won’t need any introduction to ‘Aleksandr Orlov’, a Meerkat who fronts a campaign for Meerkat comparison site comparethemeerkat.com, with the whole thing actually being in aid of price comparison website comparethemarket.com.
Comparethemeerkat / market is easily one of the UK marketing success stories of the past eighteen months, with a fair amount of online pick-up being key in giving the TV advertising an extra boost.
Via Helge Tenno, comes this presentation from Amelia Torode of the agency behind the campaign, VCCP. Amelia’s useful presentation gives five rules of social campaigns: Character counts, have one idea but multiple platforms, give people something to talk about, remember the ears to mouth ratio (ie listen more than you speak), decide where you want to play.
For me number three - give people something to talk about - is the key one here. In fact I was looking for a proof point to knock down the old adage ‘content is King’ for a presentation today, and came across the following Cory Doctorow quote embedded in this Will Lion image.
Every day you can come across virals, micro-sites, apps or what not that have bombed in terms of the numbers, but are actually really good. The creators have indeed developed compelling content. But they haven’t figured out how to make it relevant and how to get people talking about it. In that sense, content isn’t King. Implementation, or rather engagement, is.
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