Campaign of the Week – Peugeot ‘Random Acts of Joy’
Peugeot may be spreading the love with their most recent campaign, but are they reaping the rewards they deserve?
Following my blog post last week featuring The Ice Bucket Challenge, I have spent most of my time online wading through videos of people throwing buckets of ice water over their heads, the craze snowballed far beyond the point of saturation on my Newsfeed. Despite this noise, a Twitter campaign by Peugeot, promoting the launch of their new 108 car, caught my eye.
The Peugeot 108 is (we’re told) a ‘Customisable & Connected City Car’ (whatever that means!) so a campaign on Twitter seems a good choice of channel to reach their young, urban, professional target market. The campaign is based on a delightful concept of sharing ‘Random Acts of Joy’.
To celebrate the launch of the Peugeot 108, the brand promised to deliver 108 Random Acts of Joy to handpicked users on Twitter. Peugeot selected 108 lucky Twitter users by monitoring Tweets containing a complaint or a good deed, then engaged in a conversation by offering a gift by way of conciliation or appreciation of their recent experience.
The concept for the campaign seems to spring from the same hotbed of social media activity as the #100happydays challenge on Instagram (I did it!) during which participants shared one thing they were glad/happy/grateful for, every day for 100 days. The title of the campaign also has echoes of the pay-it-forward format of the “Random Acts of Kindness” started in South Africa which went super-viral earlier this year. Someone at Peugeot Marketing HQ has seen the success of these campaigns and wants a piece of the action – but have they hit the nail on the head? I’m not so sure.
Those users lucky enough to be selected by Peugeot initially responded to the invitation of a gift with an unreasonable request, such as a free car or trip to Australia – perhaps surpassing the fulfillment and particulars of the offer, which resulted in a number of awkward conversations before a suitable gift was settled upon. I see how the brand wanted to position itself as generous – when Peugeot suggested users choose a more modest gift, such as vouchers, DVDs and computer games, the brand happily provided the ‘Random Act of Joy’. More like “Indiscriminate Brand Giveaway”?!
That said, this campaign sticks out for me as the Random Act of Joy is given without the brand asking or expecting anything in return; participants need not sign up for a newsletter, no need to re-tweet, in fact you are not even compelled to FOLLOW Peugeot on Twitter to receive the gift, although I’m sure after such a rewarding experience you would (and of course to send them a DM with your address, you have to be following them – but I do not think 108 Twitter followers is the aim of this campaign. I believe those who came in contact with the campaign now have a vastly improved perception of the Peugeot brand – but did YOU see it?
The campaign has a limited reach due to the marketing mix and strategy Peugeot selected. Of course the lucky 108 users who received a ‘Random Act of Joy’ shared the news with their Followers, but as each Twitter follower has an average social reach of just 50, this will not cast a very large net in exchange for such an investment.
Starbucks ran a successful campaign last year on Twitter called ‘Tweet a Coffee’. The campaign encouraged users to buy a coffee for their friends on Twitter by linking their Starbucks account to a debit card, to easily send a voucher to a friend using #tweetacoffee and the recipient’s handle in the tweet.
The resulting success of this campaign is that Starbucks has now linked more than 100k users Twitter ID’s to their mobile phones and customer ID’s. Starbucks marketing team can now access customers Klout scores and re-engage with them at any time for future promotions. This campaign has the same human appeal of sharing and gifting, yet it delivered far more online reach and ongoing value to the brand, by harnessing our human desire to share and make our loved ones happy, whilst collecting data from the willing participants (oh and not to mention driving sales).
Peugeot limited the reach and therefore success of their Twitter campaign by only granting themselves permission to offer the Random Act of Joy. Imagine if the Ice Bucket Challenge was only possible if someone from the charity was throwing the bucket of water? I guarantee if that was the case, we would all be unaware of the campaign, and still think of an ice bucket as a device for keeping our wine chilled.
If Peugeot plan to make mini films about the stories of the Random Acts of Joy and syndicate these via Youtube, perhaps backed up by a mass-media (TV / newspaper) advertising campaign and invite others to take part (using the #108RandomActsOfJoy), then perhaps the latter part of this campaign will deliver the reach and rewards their sales & marketing teams will no doubt desire.
Have you made someone’s day and delivered a Random Act of Joy today? Share the joy with us @GertrudeAndIvy