Social Media is fast becoming the channel of choice for most marketers. Back in the day, if you wanted to launch something you’d have to have a budget for tri-media: TV, Radio, Print. With the Internet today, the most effective channel is social networks, and Facebook leads the pack.
Lorne Fade recently published an ad spending infograph based on Nielsen AdRelevance data with very interesting data.
A day earlier, IKEA published a video on how they are utilizing Facebook’s “most popular function” – that of tagging photos – and getting people to spread the word about IKEA’s products via profile pages, newsfeeds, and links. A very smart and creative campaign I must say.
Why is the campaign successful?
1. It utilized an existing feature in Facebook and didn’t cost a penny.
2. The reach is tremendous – viral marketing at its finest.
3. The campaign is very easy to participate in and is all kinds of interactive.
4. The campaign highlights the brand and product value by showcasing its own products.
Usually, clients shy away from the word ‘Creative’ especially because in the past this usually means some funky campaign that gets the word out but is either expensive or just too weird. This great IKEA campaign took an already available idea/tool and truly applied out of the box thinking to transform it to a tool for viral marketing. Kudos to the folks that created this campaign. I’m sure marketing specialists and professors will be talking about this for a long time to come.
