What a campaign! Im sure you have all heard of Aleksandr Orlov the Meerkat? His name brings me to hysterics almost every time so in terms of recognition, he certainly has done his job and captured the hearts and minds of the public
Car insurance certainly isnt something that is easy to market in an engaging way... well at least previously I didnt think it was. This campaign sure has changed my thoughts on the matter!
The key with this campaign is not only the humour behind it, but the intergration of various marketing channels.
Here is the very first ad that was broadcast on British TV
The video has over 400,000 views on YouTube alone, not to mention the views from the TV broadcast.
The little character has a unique personality that I find extremely luring. He has a profound ability to engage with his audience which is followed through on his Facebook page where he has in excess of 700,000 followers! These fans contributed to a 400% increase in traffic to the website in one year.
Whilst the facebook page is quite simple, the level of engagement is quite amazing! There is little to no comments written on his wall but when Aleksandr posts comments, his fans follow suit and comment back!
The campaign is further reinforced via Twitter where his following is substantially smaller than Facebook but engagement is still high. This medium is still being used as a primary medium, with over 800 posts in total. Not surprisngly, young Aleksandr is in the top results of the iTune commedy podcasts.
Now lets look at the success of the campaign... the monthly targets had been achieved just 3 days after the campaign was launched and year on year, quotes were up by 90%!
So its clear that the little meerkat has his face in a number of different channels that has effectively drived traffic to 'Compare the market' and build brand awareness.
What do you all think of this campaign? There are mixed reports (mostly from competitors) about the success of this campaign and profit generated from the venture...
The figures you mention speak for themselves I think. If quotes were up 90% in a year, wow, that' amazing. I would say again that it shows the importance of integrating your tools and elements. TV, SM, no doubt there was print, perhaps even outdoor etc.
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Yes - a classic case which is often seen as a success story for social media. Compare the Market have done a great job of creating a loveable character and using him as the face of the brand across many SM channels. Thanks for writing about it, Kate! :)
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