Integrated Marketing Campaigns and Pink Ponies: A John St. case study

More and more marketers today are striving to create integrated marketing campaigns. A favorite example is Old Spice’s The Man Your Man Could Smell Like campaign that combined TV ads, tweets and YouTube video responses to consumer questions. Within a span of two weeks everyone was talking about the Old Spice guy—the campaign worked.

While these campaigns aren’t new by any means, new technology and ways to reach consumers has reinvigorated the way marketers are thinking about campaigns in the last few years. Not only are marketers coordinating traditional media such as print and TV ads, but now social media tools like Facebook, Twitter, YouTube and others come into play. Then let’s not forget guerilla and event marketing. There’s so much to consider that it can be daunting. And then there’s the desire to be the best and develop the best campaign.

One of my favorite examples of what an integrated marketing campaign looks like is a satirical video—the Pink Ponies case study. Take a look:

While this clip pokes fun at the concept, it does a great job of explaining what a well-executed campaign looks like. And did you notice they did research? That’s the key—connecting with the end audience to understand what they want and how they want to interact with the brand and building the campaign around the consumer. And in doing so you might be able to create the next birthday movement …

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