For the last few years I have been convinced that running Facebook ads is a pretty solid strategic choice. At the same time I found them creatively limiting: tiny pics or video thumbnails and condensing the message into a slither of straight-to-the-point copy. In light of Facebook’s multi-billion IPO comes news that Facebook ads are also not quite as effective as we might think. At least when you compare them to those of the other digital ad juggernaut, Google.
This infographic done by WordStream isn’t necessarily well executed. Actually it is quite difficult to orient yourself. But it does contain some interesting numbers. Facebook has less reach, and their ads are less effective with an average click-through rate of 0.051 percent (0.1 percent web wide, 0.4 Google). And since GM just pulled $10 million worth of Facebook ads you might just want to hold off on your Facebook share purchase.
OK, that’s a big statement. But have a look at the well-produced case study of Nazi-SciFi-spoof ‘Iron Sky’ that is hitting cinemas worldwide at the moment.
The German-Finnish-Australian co-production had about 75% traditional funding and manged to rake in the rest via crowd-sourcing and crowd-investing. More interesting from a creative stand point is how listening to the audience and working with the supporters led to a a quicker, yet visually high-quality production that was going to please the followers. At the same time it minimised the need for traditional film marketing. Now I am already liking the film for actor Udo Kier’s character name: Wolfgang Kortzfleisch. Probably the worst name in the history of film making. Check out one of the teasers below:
In this week’s Klubi we focus on the power of sports in social media and explore some of the inspirational content that’s creating buzz online.
The London Olympics have already been dubbed the first ‘Social Media Olympics’ and yes – there is an app for that. Or rather, an entire social media platform, the ‘Olympic Athletes’ Hub’. Billed as a ‘paradigm shift’ and ‘social connector of conversations between athletes and fans’ by Alex Huot, Head of Social Media for the IOC, this is only the beginning of the Olympic fervor which will sweep across all platforms in the next few months.
The Olympic Athlete’s Hub – London 2012
One of the first Olympic videos to debut is P&G’s ‘BestJob’ Olympic TVC directed by Alejandro González Iñárritu (21 Grams, Babel, Nike ‘Write the Future’) which thanks mothers for their role in shaping today’s Olympians. An inspirational piece shot in London, Rio de Janeiro, Los Angeles and Beijing, the ad has screened globally as part of a larger integrated social media campaign.
P&G ‘Best Job’ London 2012
The ad recalls the critically acclaimed TVCs The Palace produced for Westpac for the Sydney Olympics.
Westpac Sydney 2000
It’s not easy being Michael Jordan. Especially when you’re not that Michael Jordan, you know – the one they call the greatest basketball player of all time. ESPN have created a funny ad about a poor guy who just can’t live up to the legend of his name.
ESPN – It’s Not Crazy, It’s Sports
While ESPN’s ad is notable for the complete absence of Michael Jordan, he certainly featured in many classic marketing campaigns over the years, whether Nike’s memorable stop-motion ‘Frozen Moment’ commercial or this golden piece of 90’s nostalgia by Gatorade.
Gatorade – Be Like Mike
One of the most inspirational and just plain awesome pieces of content on the web right now is Tupac’s resurrection at Coachella where his holographic image performed before awe-inspired crowds. There’s even talk of a tour. In the not so distant future we will not only be singing along with legends, but athletes’ will literally be chasing the ghosts of champions past in their bid for glory.
Tupac at Coachella
To end with I’m going to throw in an example from one of my favourite sporting advertising campaigns of all-time, the NHL’s 2010 award-winning History Will be Made campaign. Both poignant and inspirational, it generated more than 2,400 fan-created copies and parodies online and made the 2010 Stanley Cup Playoffs the most watched in 36 years.
Honda is one of the first brands entering social network Pinterest. In line with their CR-V ”Leap List” campaign, they do it strangely enough by asking top pinners to take a break and get outside. You might remember the campaign through the Ferris Bueller sequel video. So this Pinterest part of the campaign is all about getting out and living life to the fullest.
Pintermission
Honda is offering $500 each to the most active pinners if they’ll take a 24-hour break from Pinterest and do the things they normally pin about. And then pin/post about those. Which in a way brings us full circle to the question: ‘How much pinning is too much?”
I liked the personalized invitation via an @ mention below, showing true blogger outreach, with effort going into research, personalised and engaging through craft. See all invites after the jump.
In this week’s Klubi what’s capturing the attention of us Aussies & Kiwi’s.
As always I find that we watch, connect, talk and share alot of, c’mon lets face it, ‘crap’
However what I’ve found compiling this week’s Klubi is some amazing content that finds its way to the top, real human stories that we all seem to connect with and love. It’s refreshing and hopefully reshaping society, how we live our lives and treat each other.
So yes most of these tug at the heart strings, but they also the top trends this week.
Caine’s Arcade – Pure Creativity
Sometimes you just have to stop and appreciate the wonders in your own backyard. Great stories are everywhere, waiting to be told. What have you walked by lately.
Simple wonders of technology and music
It’s great to see existing technology re-applied and changing lives.
Make It Count – Inspiring
Ok is it the keyframe/thumbnail that’s attracting all the views, all men? Well no actually its trending for men & women in both Aus & NZ. Ranking 4 places higher for men. Wish we all had clients like Nike that offer up the money, that enables one to travel around the world with a friend and inspire people. Nike is amazing with trust on such a variety of projects.
Press to add DRAMA – Low tech banner ads…Brilliant!
Bringing more action than the Easter Bunny.
Google Glasses – One Day
Yes please.
The parody’s have been rolling out, no doubt the freemium version experience will be like this..
Now who am I kidding, we love a little random crap to make us smile. Also trending this week.
Is Chewbacca trapped in my nightstand?
Airmail – This Aussie Postie is crazy.
And remember never text or watch youtube while walking, you could step on a Bear.
In this week’s Klubi we feature some of the stand out presenters and Big Thinkers of this year’s Circus 2012 – Festival of Commercial Creativity. For catching up on these three inspiring days check out the website, facebook page, scribbled field notes and our Storify summary. Here are some videos from the crowd’s favourites – as measured unscientifically by tweet volumes and sentiment.
R/GA’s Chief Creative Officer and AWARD Chairman of the Jury Nick Law on digital and traditional agency models:
Gatorade’s Sarah Robb O’Hagan on the impact of social media on marketers and products:
Local (but imported) design hero Vince Frost shows his studio
Big Thinker Christiaan van Vuuren, aka “Fully Sick Rapper” in his quest to dominate the hospital patient musical market:
Big Thinker and film director Stephan Elliott (”Priscilla – Queen of the Desert”) on his traumatic wedding memories:
Big Thinker Warren Fahey on Australian Folk Signing
Big Thinker and ex-pat Kiwi James Hurman’s idea of selling his smoking habit on TradeMe
Well not literally, we don't actually have a club. But we are always on the lookout for talented individuals.
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