Last Thursday, Tipp-Ex (a BIC product) launched once again their interactive campaign with the funny bear: “In the first season, viewers were invited to white and rewrite the story… For the second season, it’s now time to white and rewrite history!” (BIC’s press release).
Last year we followed the results for the first week of the campaign and also commented on some missed opportunities. Let’s first analyse a bit the brand mentions generated during this second season. We tracked the following keywords: tippex, tipp-ex, tipex and the official hashtag, #tippexexperience2. The timeframe we used was April 9th through the 19th.
Trend: This year the impact was bigger. Tipp-Ex had almost 5,000 mentions on launch date only. Last year they reached less than 2,000 the same day. They also had an average of over 200 brand mentions before the campaign started as opposed to 100 last year.
Mentions by region: Besides the US, not surprisingly in first place, this year the most mentions came from France in second place (Buzzman, the French agency behind the campaign might have some impact) and the UK in third. Last year the UK was second and Germany third.
Mentions by media type: Naturally, micromedia was king with over 11,000 mentions. Last year we had over 4,000 within a few days from launch.
Was the campaign successful?
Despite the fact that Tipp-Ex achieved higher reach in this second attempt and that, undoubtedly, it’s a very creative and fun way to engage with fans, I wouldn’t say it was a success.
They have indeed added this time a Facebook page for the campaign (not the product unfortunately) where they amassed 35,000 fans. However, that doesn’t translate into success either.
We wrote a few posts about the importance of endurance in social media marketing. The BIC Group, as well as other powerful brands, such as Volkswagen and Old Spice, have the budgets to pull off entertaining campaigns of this magnitude.
Do you enjoy beautiful fireworks? How long do they last? That’s the best analogy to explain this new campaign. It took Tipp-Ex over a year to come back with “the bear”. The 1 million dollar question is: What have they done in the meantime?
There are no signs of engagement, no brand/product representatives talking to customers, not even in the Facebook page with 35 thousand fans! (please correct me if I’m wrong by sharing the link to their social channels in the comments).
At the end of the day, the idea is good and more likely Tipp-Ex will stay fresh in people’s minds for some time. However, a good social media marketing programme requires a lot more than one expensive, interactive campaign every now and then. Impressing your audience is one thing. Talking with them makes it more meaningful and rewarding.
What do you think?