Campaign of the Week – Do you Woo Woo?
This week the latest TV campaign from Adobe, of all people, has caught my eye. Yes it’s an American ad, but it’s gone globally viral due to its humorous execution.
Adobe have chosen to invest in a TV campaign for the first time in 10 years to promote their new Cloud software. The result is a clever way of promoting their digital tools that help businesses stay on top of what’s working and what’s not in their marketing mix.
The ad pokes fun both at marketeers in general (that’s fine, we’re a pretty thick-skinned bunch), but also the flash-in-the-pan characteristic of some social media platforms, and how marketers can get lost in the chaos of trying to keep up. In this case the fictitious app ‘Woo Woo’, by the time the brand has caught on to the latest app, engaged the team, and developed a promotional strategy – the ship has sailed and the only people interested in ‘Woo Woo’ are our mothers.
I think the TV spot for the campaign is great, fantastic insight, with brilliant writing detail – the WuTu Clan line gets me every time. However, where the campaign falls a little flat is ironically online. The ideas were all in place – build a spoof website for ‘Woo Woo’ and a fake Twitter handle however, I think these could have been executed with much more flair and success. They feel like an unloved after thought (the website is not even complete) to the main campaign element, built without planning and strategy and have not carried through the same level of humour that makes the TV spot so entertaining.
So Adobe, proponents of integrated marketing campaigns and tracking of stats across digital properties around the web, have launched a seemingly weak social media extension to this brilliantly executed TV campaign which which will have reduced the impact of their overall spend. All that budget spent on the bait is wasted if you don’t attach it to a hook…
What the campaign has highlighted is of course an insight based on a truth; The world of social media can be a fickle but wonderful one. Our old friends MySpace, Bebo, and Friends Reunited will vouch for me on this one. Keeping up with the rollercoaster ride that is the social media landscape can seem daunting, but I don’t think brands should turn and jump on the latest thing like its a necessary addition to your digital marketing mix. Before you embark on launching a profile on any social network, new or otherwise, remember you must make a commitment to your fellow community members – to participate in a meaningful way, to add value, to take part and create specific content for that channel. We’ve all been to websites for businesses which are littered with social media buttons which link to dusty profiles with no activity – be mindful this looks like you have gone out of business.
What’s your Woo Woo? Share with us your favourite social media platforms and apps that now live in the social media graveyard @GertrudeandIvy