Unilever has launched a Vaseline Intensive Rescue campaign via Bartle Bogle Hegarty, NY. It was conceived in a conference room, formed and nurtured through social media, and produced by a CPG company and ad agency. Excuse the pun, but BBH never uses a rough hand in its work so I’m surprised by what I’ve seen and read so far.
According to a write-up in today’s NYT, BBH employed a web monitoring company to scour blogs and social networks for women with dry hands. Smartly, they were looking for Posters rather than Pasters and found three who like to blog about mommy stuff and seem web-o-genic. But then they trotted out camera crews, writers, producers etc., in an effort to create “authentic” spokesperson stories. I smell 15 minutes (of fame).
Social media campaigns works best when the spokesperson is not managed. When they are real. Melting Mama, for instance, is an example of a Poster who is real. Kandee Johnson, make-up artist, is real. These two have personal motivations that makes them compelling. Not a motivation, seeded, tilled and fertilized by a marketing engine. BBH is better than this. It feels B team and formulaic. This is no “Prescribe the Nation” campaign – BBH’s brilliant work for Vaseline Clinical Therapy in 2008-9. That was an idea with ballast. Peace!