11 August 2008

+ Noodles Aren't Good For Your Body

I've received a fair bit of flack over my post about the Pimp My Kettle campaign. Apparently I wasn't constructive enough, which admittedly is true but by saying campaigns like this are ruining my career was apparently going too far.

Well here is some justification on what a successful social media campaign should look like. Check out Julian's post on The Body Shop.

So not only have they established a blog that actually works quite well, they are slowly looking to build up an authentic community. The best part of this, was that after Julian posted that, the author behind the blog commented. Simply using Google alerts this author has created a relationship that has since grown.

But it goes one step further. If you were to check out Julian's post on the Pimp My Kettle campaign there is again a comment from The Body Shop. It was actually rather insightful, fits well with the brand and most importantly wouldn't have shown up in Google Alerts. This means that the author is regularly checking out Julian's blog, continuing to build this relationship.

And that's how social media campaigns should work. Building relationships by providing value. Not creating false communities around passions that don't exist that will die in three months anyway. So while this is all new and we are still learning our way around, some rules and guidelines have already been set. Ignoring them does hurt my career and gives me every right to bag your shitty campaign if it deserves it.


  1. Hey Zac, you might be interested in the two cents worth I added here: http://www.e-cbd.com/zakazukhazoo/pimp-my-kettle/

    Funnily enough, their own website is now at #1 in Google when you search for 'pimp my kettle' - probably helped in no small part by the links they've been getting from all our negative press :)

  2. We have been doing there SEO for those suckers. I wish I had taken a screen shot!

    Stand strong my man! We are right these false prophets are wrecking our future. Lets keep calling the shit out!

  3. @ Matt

    Yeah I read it a few days ago, haven't had a chance to respond yet.

    @ Julian

    That's the way we Gen Y boys roll.

  4. I received value from the campaign - I got a laugh out of it. Do I give a shit if the whole thing disappears into thin air in 3 months time? Not at all. I won't even know about it because I won't be going back to the site in 3 months time to check.

    I really don't get the problem at all...

  5. Often, if I am criticising something, I won't link to it. My view, in general is that it is the job of the agency or the brand to do their own planning and strategy.

    As Tamir points out, it is a challenge to work with clients to bring a campaign to the market. So what would you do as an alternative? I am really do?

    The thing about social media is that it reduces the barriers to entry. If you think you could do a better job, then show them. Demonstrate how it can be done better ... or how the social media applications can be used to achieve outcomes. Talk to Tim Longhurst (www.timlonghurst.com) about what can be achieved, quickly, cheaply and effectively.

  6. Criticising campaigns is a God given right. If people don't like your TV ad they change the channel, put on the kettle or roll their eyes.

    Things are different in the internet empowered age.

    Now if we don't like an ad/product/store/service we tell the world. And other people who share our feelings join the chorus.

    It's people power vs brand power.

    Who'll win out? Those with big budgets who speak the loudest or those with a lone voice but lots of friends on Facebook?

  7. @ Stan

    I think the answer to that question is obvious, and is only going to become more so obvious even to those not interested in social and new media.


The views expressed herein are my own and do not necessarily reflect those of my employer. Also ponies are evil.
Pigs Don't Fly © Copyright Zac Martin