Communications

Old Spice - AHA Creative blog post

Photo credit: Pavel Ševela / Wikimedia Commons

There has been quite a bit of buzz recently about the Old Spice social media campaign that has the Old Spice Man replying via video to tweets. The campaign is funny, it’s smart and it showcases just what can be done with social media when you develop a kick ass strategy and identify what the right tools are to deliver on it.

I am sure that a case study on this campaign’s success will appear somewhere in the near future. It would be great to hear from the people who created the campaign on what their objectives were, how this campaign did in their eyes and what benefits the brand received from this unusual and humorous approach to social media.

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We recently had a U.S. client visit us in Vancouver for planning meetings and media updates. At AHA, we’re very fortunate that we have clients in the U.S. and Canada – on both the east and west coasts. That AHA is based in Vancouver – with our head office in Gibsons (a short 40-minute ferry ride from Vancouver) isn’t an issue with our clients or with media. We communicate on a regular basis by telephone, email, and online chat. The world has evolved enough that where we are based isn’t relevant, the work we do is.

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The news release is still a part of what we, as communicators, use. It is a tool in our tool belt. How we use it has changed, however. That means that how we develop a news release has had to evolve as well.

There has been a great deal of talk about the social media news release over the years since it was first introduced in 2006. This is a release that may include podcasts, video, images, links, and contact information for potential interviews, among other components.

At AHA, we connect with journalists on a regular basis. We often take the time to reach out to journalists and ask them a few quick questions so that we provide them with information in the way they want to receive it. In our conversations we ask them what we can do better, how they want to get information, what they want to know. Sometimes these questions are in relation to a specific client, sometimes to how technology has changed PR, and sometimes it’s just a quick chat that happens when we’re talking about something else. It’s always very valuable to us.

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There doesn’t seem to be an end in sight for candy maker Nestle. I just checked their Facebook page and the negative comments are still being posted on a regular basis. I also checked out their Twitter accounts (@nestle and @nestlecsv – which stands for creating shared value. While there are plenty of comments to and at Nestle on Twitter, they aren’t tweeting much.

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Being attacked publicly is one of the main concerns that we hear when we speak with new clients about the potential of using social media as a part of their communications efforts. This is a valid concern and one that needs to be addressed, especially for those organizations that have outspoken critics—critics that understand and use social media and other PR tactics.

The challenge that Nestlé is facing is in the use of palm oil in their products.

You only have to read a few comments on its Facebook page to see that people are angry with Nestlé and while the challenge began with a video about Kit Kat put out by Greenpeace, it escalated into something that has now taken on a life of its own.

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