Oreo is just one example of what is happening nowadays on the web, and in particular on Facebook. Oreo, like Coca-Cola, Nutella and other famous food & drink brands, are using social networks for a great advantage, but with a minimal investment. But if this way to success is so simple, why aren’t all companies using it?

It is because Facebook and social networks in general are not always the perfect places to make a successful advertising campaign, say internet analysts.. Each company needs their campaign but doesn’t necessarily need their social network. This is partly because social networks are not like TV, radio or magazine where the audience cannot interact. On social networks, and especially Facebook, the audience is active and that is not always the best for the company. There’s a big difference if you are a petrol company or a yummy biscuit company. Therein lies the issue: what does it mean to have a “Likeable” brand?

“It means that you are a brand that is well-liked by your users” – wrote Dave Kerpen in his book “Likeable”- “Ways that this trust is built up can be though a number of ways including, but not reserved to, engaging your audience with relevant updates and news, listening to them and taking their input or recommendations/concerns, connecting with them through all of the above, providing a service and giving excellent customer to consumer relations”.

Oreo is a perfect example: “They’re encouraging people to share their opinions” – wrote the internet analyst Dave Kerpen – “not just telling them to like Oreo’s online content-yet, almost 34 milion people have liked the company on facebook”.

Yes! Perfect! But the question is still the same: do you dunk or not dunk? (A.A.)

L'articolo To dunk or not to dunk! The successful of an ADV campaign sembra essere il primo su Alessandro Allocca.

Ferrero SpA, the Italian owner of Nutella, has sent a cease-and-desist letter to Sara Rosso, the creator of the 7-year-old World Nutella Day. On Ferrero’s orders, Rosso is pulling the plug on the holiday, which had been celebrated on Feb. 5.

“The cease-and-desist letter was a bit of a surprise and a disappointment, as over the years I’ve had contact and positive experiences with several employees of Ferrero, SpA., and with their public relations and brand strategy consultants, and I’ve always tried to collaborate and work together in the spirit and goodwill of a fan-run celebration of a spread I (to this day) still eat,” Rosso wrote on her blog.

Reps from Ferrero could not be reached for comment. So far the brand hasn’t addressed the situation on its Facebook page, which has become a sounding board for fans who are disgusted by the move. (Those comments are interspersed with fans who ignored the controversy and continued to rapturously sing the praises of the spread.)

Up until now Ferrero has taken a hands-off approach to its social media outreach. The strategy has worked: Nutella was once the No. 3 brand on Facebook. In 2009, Rosso offered her theory on Nutella’s appeal: “The Europeans eat it and therefore, it can’t be all that bad. I also think most people who are passionate about it equate it with a memory they had while traveling, and that reinforces the cult/smaller usage of Nutella in the U.S. because of those that have traveled to Europe. They then transmit this energy and enthusiasm to their family and friends back home.” (from www.mashable.com)

L'articolo Nutella sends cease-and-desist letter to its biggest fan sembra essere il primo su Alessandro Allocca.