Here are two key snippets I learned at the Mixx Expo today:
1. How to convince a male audience "not to quit shaving just because you run out of face."
2. "If you trim the hedges, the house looks bigger."
Actual words from a presentation and from the creative brief for this site. That must have been one inspired brief. I wish I wrote it.
Ingenious use of new media to create viral buzz and sales that exceeded expectations. This is not consumer generated media. Although, the reaction to this site created loads of additional consumer comment, blog entries and buzz that ensured the success of the product.
What this site, and its content did, was activate social networks, wherein people started talking about the information, the site, and the product. This all came about with a budget far less than that for a network TV campaign. Activating the social networks enabled the many micro-audiences of the web to become mass media, and work as effectively as network TV, for less than that budget.
It also helps that many men (as the sales results indicate), really do want to trim hedges, and do additional landscaping, so the house does look bigger.
How's your garden?
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