General Mill's most recent social viral campaign, Pink for the Cure, has just been listed among the Viral Hall of Fame 2008. The campaign aims to spread "simple stories of hope" on its dedicated MySpace page. It targets those women between the ages of 25 and 50, whose lives have been touched by breast cancer. General Mills, being more than a trendy "pink-marketeer" has invested in the long term social networking movement and has proved to be very successful! As I read through some of the strategies they have employed, the Groundswell objectives were already echoing in my mind:
1) Go where people are: MySpace (listening, check!)
2) Walk the walk: create personal connections
3) Empower the impassioned: let them become evangelists (energizing, check!)
And no wonder they have been so successful. Partnering up with a networking site that has allowed them to reach their desired audience through understanding their need for moral and emotional support and they have just provided this without further complications.
No comments:
Post a Comment