Social media crisis: Airbnb’s ad campaign against taxes

Social media crisis: Airbnb’s ad campaign against taxes

Blog, Case Studies, Marketing
Some advertising and propaganda campaigns are so bad that they look fake, as if they were made up by a competitor or just a hoax. That is the case of this passive-aggressive street ad campaign by Airbnb in San Francisco to protest against hotel taxes that might be paid if new regulation is approved. The ads are just text on an orange background, and they target different public institutions, by making suggestions about what they should do with the hotel tax revenue. For example an ad addressed to the Parking Enforcement reads "Please use the $12 million in hotel taxes to feed all expired parking meters". Another one, this time for Public Works, says "We hope you use some of the $12 million in hotel taxes to put escalators on all the…
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Routine Republic: Taco Bell’s campaign against McDonald’s

Routine Republic: Taco Bell’s campaign against McDonald’s

Blog, Case Studies, Online Marketing, Social Media, Viral marketing
Routine Republic is a creative and strange viral campaign created by Taco Bell to attack McDonald's. The TV spots and ads of the campaign show us a repressive dystopian society in which every citizen has the same breakfast and they are all instructed to be always happy. Without naming McDonald's, a lot of the chosen elements, as the color palette and the clowns, make us think immediately about McDonald's. The campaign started as mystery marketing. On the website routinerepublic.com (now redirecting to Taco Bell's website) we were able to see the following video: https://www.youtube.com/watch?v=wA-f4czv7kg In the video, the Taco Bell brand had no mention, we could only see an hexagonal shape as the logo. A second video, posted on YouTube and now removed, is more explicit and tells the story of…
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How to make a viral video

How to make a viral video

Blog, Case Studies, Online Marketing, Social Media, YouTube
Here we present one of the few cases in which we can see the complete creation process of a viral video for YouTube, and the most specific explanation about how to make a viral video. There is a controversy about if it is possible to produce virality, or, on the contrary, it is something more related to luck and public reception. We believe there are many ways to promote virality, working with the content as well as articulating a strategy. The following video demonstrates that, since it has been thought as a viral from the beginning. It is “Pig rescues baby goat”, a recording that at this moment has more than 8 million views, and that shows how a pig rescues a goat that is supposedly drowning in a lake. This viral video…
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Diamond Shreddies, an unbelievable rebranding case study

Diamond Shreddies, an unbelievable rebranding case study

Blog, Case Studies
The story of Shreddies is the ideal case study for demonstrating the possibility of creating intangible added value for a brand without modifying the product at all.  For those who are unfamiliar, Shreddies is a square-shaped breakfast cereal brand born more than 60 years ago and sold in England, Canada, and New Zealand. In 2008, Kraft Foods went to advertising agency Ogilvy & Mather Toronto in order to create a campaign designed to return Shreddies to its spot as a leader in the breakfast market.  Although sales were not satisfactory, focus groups found that consumers were still happy with the quality of the product itself.   Diamond Shreddies is born During one of the brainstorming meetings at Ogilvy, Hunter Somerville, a 26 year-old intern, held up one of the Shreddies, and…
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