Archive for category Case Studies

HBOO – I’m your consumer!

honeybunchoatsAs many of you know, I believe most businesses are driven by repeat. So I’m raising my hand to the product that our family repeats on the most – Honey Bunches of Oats by Post. We literally have 4-5 in the cupboard at all times. We have a nickname for it on the shopping list – HBOO. And I get a cold sweat when I see only one box in the cereal cupboard… it’s that key to our family’s breakfast habit.

But this blogpost is to put out a notice to Post…Do you notice me? I’m your loyalist! Let me know if you can spot me. Do you see me waving to you virturally? Why wouldn’t you want to know the family that pays your bonuses?

To my readers, I’ll let you know how long it takes Post to notice!

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Skittles – the bizarre experiment in twitter abuse


The mom in me just has to comment… Yesterday, if you posted a “tweet” with the word #skittles in it, you made an entry on the Skittles homepage. I did it… it worked… but my entry was mundane… most others were perverse or just bizarre (saying skittles 12 times in your entry).

Turning your page over to die-hard Twitter fans had two outcomes:

  • lots of Skittles talk yesterday by the tech crowd
  • lots of posts you wouldn’t want close to your brand

There are better uses for the twitter tool… like finding out what others are thinking. Does open have to be abusive?

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Twitter kills Motrin’s Ad campaign

Motrin Mom

Now it isn’t clear that Twitter alone killed the Motrin ad (see article at Ad Age). Certainly Motrin lacked the basic knowledge of mom insights. Moms love their kids, protect their kids, sacrifice for their kids. They DON’T wear them as an official mom badge. But the fact is that Twitter bloggers had amazing influence with audience sizes of only 1,018 and 4,221 each. And they knew what to do with the data… make a Youtube video exposing all the consumer complaints. There have been 45,000 views of the video as of today.

So take care not to run stupid ads… you’ll be exposed immediately. See you on Twitter! @julieburrows on twitter

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Internet Marketing… Obama Style

Obama Buttons

I was in awe of Obama’s internet marketing. Here’s some November 3rd statistics from Jeremiah Owyang’s blog. Obama’s lead is incredible. If you have college kids you experienced this firsthand. I’m sure Obama will now use these tools as the springboard to the whole country. It will be interesting to see how many of the 220MM US Internet users he can get to opt-in!

Obama: 2,379,102 supporters
McCain: 620,359 supporters

Obama: Friends: 833,161
McCain: Friends: 217,811

Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110
McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993

Obama: @barackobama has 112,474 followers
McCain: @JohnMcCain (is it real?) 4,603 followers

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