While American consumers might recognize “the Geiko gecko” from the insurance company’s marketing endeavours, consumers in the United Kingdom ended up with a market-comparing meercat: Alexandr Orlov.
The company’s primary product was a web site called “Compare The Market.”
Orlov had his (her? its?) own Facebook fan page, Twitter page, and Youtube video — which became so popular, the company produced a video of fake outtakes.
As for the results:
“In the first 3 days of the campaign over three quarters of the monthly quotes target had been achieved. The year on year uplift in quotes was 45% and vitally, over 50% of the site traffic in the first week was going directly to comparethemarket.com. Finally, the number of quotes is up by 90% on the same period last year.”
Allen & Overy decided to embrace social media as it’s well suited to environments such as law – constantly changing and requiring a large amount of information sharing. It started off with 3 pilot sites – each having combined blog and wiki. The results were astonishing and Allen & Overy now has nearly 30 sites for practice areas, new legislations etc. These sites make it easier for lawyers to answer questions and collaborate on cases. Social Media is also used for training events and for people to discuss the issues raised in such events Case Study
As a regional insurance company, PEMCO, with a goal to enhance its brand awareness, came up with a distinctive marketing strategy to promote community and business that are part of the local fabric. It approached people with an idea of celebrating the Northwest. The campaign featured unique Northwest Types with the marketing tagline “We’re A Lot Like You. A Little Different.” Also a key aspect of the entire campaign was a microsite where people from Northwest could submit their type. The results of the campaign were tremendously successful as the PEMCO site received 48,095 hits in the first month of launch and a 51.71% increase in traffic. Case study