Socialize your brand!

So you have a product. Product is a dead thing. So you have customers, customers are people, people are alive. Dead, alive.  Something doesn’t fit here right? I mean, I’m not going to judge but talking to death things isn’t really what normal people do… so how can you communicate without a dialogue?

Imagine your favourite product, brand, something that makes you feel “nice” when you have it or even think about it – just to make it easier for us don’t think about sex ok? – in my case this brand/product would be Coca-Cola drink. Coca-Cola has a very very well developed brand that makes people think about friendship, good times, fun and joy. When I think Coca-Cola I think of something that makes my day. You know who also makes my day? People I care about. So wouldn’t it be cool if coca-cola was a person? Someone you could talk to, hang with and have fun? Probably, thing is Coca-Cola is strong enough to NOT to use social media. Are you?

Bring it to life.

So you have a product, let’s say a deodorant. How often do you feel like talking to your cosmetics? Wait, let me guess… never? So how can you bring such product, or it’s brand to life? Easy. Here’s the case:

AXE . In Poland AXE started a campaign under “AXE Jet“ brand where imaginary Airlines provided a special services during the flight … services like pillow fight of stewardess etc. And here is the catch, they created Stewardessa Sara on one of the most popular polish community websites.  See what they did right here? They added a character to the brand. 

Make it social.

Aim of this campaign was to make “male part” of the community believe in existence of AXE Jet Airlines. Fotka.pl has ~8mln users (2,5 mln of active male profiles).  So the target was pretty big. Whole campaign took 2 weeks. During that time users could invite Sara to their contacts, message her etc. sometimes she even replied! And they did, they asked her questions like

“how did you make your profile look so cool”
“hey, where does such a nice girl live? I’m from *****”

and about 2,5mln of other priv messages… during those 2 weeks profile of Stewardessa Sara was displayed 3 189 277 times,  link in her profile directing to AXE website was opened 33 499 times and during those 2 weeks campaign “touched” 1 801 576 unique users.  How cool is that?!

This shows us that being near to the customer doesn’t mean that you need to create portable versions of your products so they could keep you in their pockets. It means you should be there for them. Like a friend.

So do it, go and socialize your brand.
let me know when you do it :)
let me know if you need a help with it too :) 

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