The ‘Be A Voice for Darfur’ multi-channel ad campaign used social media successfully to bring people’s attention to the appalling genocide in Darfur. An email linked to a website petition was spread encouraging people to sign and share it with their friends. A blogger’s kit and blogger outreach program ensured that the cause is spread through the blogging fraternity. The Facebook cause for the campaign raised over $75,000 from it’s 1,000,000 plus members. Twitter was used with hashtags and people were encouraged to tweet about it. Even Barack Obama pitched in with online videos to promote this very successful campaign. Case Study
Recognizing the rising attractiveness of online video-sharing and digital music, Yahoo! Music started a program “Get Your Freak On” in order to invite participation of music lovers. Then along with Epic they produced a video mashup from the best entries and posted it online. These videos quickly became popular online, making Yahoo understand the great potential of this campaign. So they created a large scale campaign to promote this program. Case study
Ogilvy PR coordinated a day long Leadership Forum in Washington D.C. to gather prominent leaders from these four sectors to talk about the most effective strategies to engage their peers in the effort. But how could we leverage the event to generate awareness among leaders who would not be in the room?
The Digital Influence team analyzed online discussion about pandemic flu and discovered that, although the subject had slipped from the headlines, it was still being discussed within social media, including a high volume of chatter within a committed community that referred to themselves as “flublogia,” who believed the government was telling citizens, “You’re on your own.” Therefore, in addition to engaging prominent leaders, we needed to demonstrate that the government was listening and willing to engage with citizens in a transparent conversation about what needed to be done to prepare. Case Study
THE CHALLENGE: Dell wanted to enter the increasingly competitive digital music space. But, given that the brand had little music credentials, and would only be selling the DJ Ditty online and through mall kiosks, we needed an innovative strategy that could launch this new MP3 player into one of the most crowded categories in the world, to one of the most cynical audiences — and achieve both unit and ROI goals within six months.
THE INSIGHT: After researching the target audience, we created an antihero who would stand out in sharp contrast to the rest of the design-centric, self-conscious digital music player market. Case Study
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Tod Maffin, COO and Senior Strategist at