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Half-baked - the Stork margarine blogging advertWell done to Stork and the agency behind its new TV ad for picking up on a progressive trend - blogging - and attempting to reach a target demographic with it. But I must agree with a friend's sentiments that they have lost out on an enormous opportunity to capitalise on the significant Web buzz created by the first few screenings of the advert. Esteemed blogging mate Rafiq and fellow AddiCT Miguel managed to video and record the Stork blogging television ad I was raving about just the other day and upload it to Google Video. The transcript:
People love blogsOrdinary people love blogs (David Sifry's recent analysis of the State of the Blogosphere report indicates that blogging continues to enjoy widespread adoption and usage). Some love blogs because it gives them the opportunity to publish information, opinion and just general content to the Web in such a way that has never been offered them before. Others just want to tell their story, and blogs are an ideal medium. Others use blogs as a cost-effective marketing tool and still others use it as a money-making device. Regardless of why you're blogging, you choose blogging because it offers you something you didn't have before - a channel, a network, a conjuit, a repository, a medium. Stork (or at least Unilever or Stork's agency) seem to get this. They understand that there are hundreds and thousands of housewives around the world that are telling great stories online - finding an identity and occupation - through blogs. They've chosen to associate that feeling of discovery, creativity and empowerment with their product. Brilliant. But that's where it's ended. Free adviceFree advice for Stork/Unilever/the ad agency:
Ok, that's about all I can think of for now. I dearly hope you are at least doing a little bit of number five so that you get the most out of what could potentially be a very powerful campaign. About Mike StopforthMike is the founder and CEO of Cerebra, a specialist in social media and social business consulting, education and implementation for corporate brands. Now as part of the Wunderman Group following its acquisition in 2013, Cerebra provides support to one of the largest digital agencies in the country... View my profile and articles... |