Factual Marketing

I'm a huge fan of Droga5's latest effort for Puma. It's a "white paper" exploring the question of whether guys love their football team more than their spouses. It's a lovely, blasphemous idea of course. But I particularly liked the extent to which they tried to prove it. They worked with the University of Bristol to conduct a proper academic study, including physiological monitoring and an entertaining voodoo doll exercise. I won't ruin the conclusion for you, but it's well worth watching the 9-minute video.

We've taken a similar approach lately, tying marketing efforts not just with consumer insights and marketing assumptions, but also to statistically significant evidence.

To wit, we did a global launch for PaperMate's new pen, Inkjoy. The campaign used the highly relatable insight that people are naturally prone to stealing pens; thus, Inkjoy was marketed as soon to be "The World's Most Stolen Pen." To launch the campaign, we hired researchers to conduct a survey of pen theft among coworkers. The study found that out of 1,000 office workers, exactly 1,000 admitted to stealing a pen.

The study generated great PR reach and blog-friendly infographics. That, along with a TVC, Facebook app, blogger outreach, trade show events and sales force communications, helped Inkjoy became the brand's most successful launch ever.

It's amazing what marketing can do when it sticks to facts.

1 comment:

Greg Christensen said...

Took the kids to the George H.W. Bush Presidential Museum in College Station this weekend. In one section they had a video loop of Dana Carvey doing his impression of #41, which I thought was good natured of George. Anyway, one old SNL cold-open featured former President Bush talking about the time he and Barbara invited Carvey to the White House, and Dana walked off with a pen that once belonged to James Madison. That's a long walk for a sandwich, but it gave me something to post.