Creative Social Media and a Meerkat!
Developing a campaign that will be as successful online as it is offline is not always an easy thing to do, especially if you are selling car insurance! It can seem quite dry and boring! But with a bit of creativity British financial company Compare the Market managed to create an extremely successful campaign “Compare the Meerkat” which was a brilliant integrated use of online and offline.
Here is how it worked.
First there was a TVC that played on UK television where Aleksandr Orlov is introduced. Now located on YouTube.
Facebook – There are now over 756,000 fans that like Aleksandr’s site and every time a new person clicks the LIKE button they proudly state their alliance on their own facebook page, for all their fans to see, adding to the exposure.
Twitter – over 40,000 people are following Aleksandr on his twitter page. Twitter allow the campaign to build more on the personality of the brand while adding in links to the customer service aspect of Compare the Market.
Websites – www.comparethemarket.com and www.comparethemeerkat.com
This campaign was very successful and shows the creativity that can be achieved when Social Media is integrated into you marketing campaigns. It has been reported that in the first 3 days of the campaign over three quarters of the monthly quotes target had been achieved for Compare the Market. The year on year uplift in quotes was 45% and vitally, over 50% of the site traffic in the first week was going directly to comparethemarket.com. Finally, the number of quotes is up by 90% on the same period last year.
Yours in Design
Belinda
