Thursday, March 31, 2011

Smart Ad Campaign with Transparency and Approachableness--Miracle Whip

Miracle Whip, that odd, somewhere-between-mayo-and-salad-dressing spreadable goop, has done a very smart thing with its new ad campaign.

They let people speak their minds about why they either love it or hate it. They also recruited some "famous" people to speak their minds, thus helping get us all to check out the campaign and see which celeb likes or hates the product and why. (Pauley D from Jersey Shore hates it, by the way.)

Miracle Whip understands that it has a polarizing product and they embraced that fact. By letting people vote on whether they hate it or love it and leave comments, they have made the brand approachable, honest and likable.

They know they won't win over their haters, so by letting those haters speak up, they lose nothing, but they do gain the vehement loyalty of their users. Genius! People love to take sides and this cements the users in their loyalty and gets them to advocate openly for the product.

I, for one, despise Miracle Whip, but I now LIKE the brand.

Check out the YouTube Page with the campaign.

Wednesday, March 2, 2011

The testimonial ad campaign that works--for healthcare, no less



Wow, I don't know about you, but clients always like to fall back on the good ol testimonial campaign, and as a creative I always shiver at the mention. I buck it. I hem and haw. Ug.

Yes, they can work, but gosh darn it, they're so lame. UNLESS...

This ad was 1 in a campaign for NY Presbyterian Hospital done by Munn Rabot, New York. This team must've decided it was time to say, "NO MORE LAME TESTIMONIALS." And worked hard to uncover this amazing story that tells honestly, simply and with power. If I ever need to go to the hospital, I want his doctor and this facility.

If it works on an ad gal, imagine how it's working on everyone else. 

http://www.mediapost.com/media/?f=NYPHMattLong2.mov
You can't do good testimonials that reach out and grab someone without stories that connect to our human needs--in this case, to be truly cared for. Doctors are supposed to do their job, so another story about a not-so extraordinary effort just doesn't cut it. But this effort was out of the realm of everyday duty. I'm hooked. Kudos!