It’s always amazing to see a brand from the past leap out of obscurity and embrace digital branding, social media marketing and viral marketing to a stage a full-fledged comeback. The most recent brand to do that is Cheer. Remember Cheer? Yeah, us neither. But parent company Proctor & Gamble has been unstoppable when it comes to embracing new media and Cheer is its latest online marketing triumph.
The interactive YouTube video first exploded last year when several European brands took the medium to new heights. Cheer took a cue from foreign advertisers and partnered up with indie band Strange Talk. Cheer hid colorful outlines all over the band’s video for its song “Climbing Walls” and encouraged viewers to click. Lucky clickers won prizes from Cheer. Released on August 15th, the video was such a hit that Cheer ran out of prizes and Strange Talk racked up nearly 375,000 views. Not bad for a band nobody had heard of and a brand everybody had forgotten about.
A branding comeback can’t solely rely on video success, so Cheer has also taken to social media. Facebook is a hit with, well, everyone, and stay-at-home moms are no exception, so it makes sense that P&G relies heavily on the channel to speak directly to the buyers of its products. But Cheer is targeting an even younger audience in with its “Dig it. Get it” campaign. Obviously looking for “likes”, Cheer is hoping hip laundry lads and lasses will like the brand and enter Facebook photo contests which promise tickets to SXSW and other hip goodies. The brand wants its Facebook friends to submit colorful photos of themselves looking their most clean and shiny. The winning pics will be used in a Cheer campaign. And as if that wasn’t enough, P&G gave Cheer a chic graphic makeover with a new logo.
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