Out of those 1 million, 600,000 of them created avatars — not too shabby for what’s essentially just a silly toy.
A provocative new Web video campaign (warning: may be a bit nauseating) on behalf of Greenpeace's U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube, citing a copyright complaint.
Greenpeace supporters--whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the company's food logos--started posting to the Nestle fan page en masse.
“Hey PR moron. Thanks you are doing a far better job than we could ever achieve in destroying your brand,"
"It's not OK for people to use altered versions of your logos, but it's OK for you to alter the face of Indonesian rainforests? Wow!“
"I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths."
It's all about the dialogue. Be aware of and harness comments, ratings, and the cycle of video responses, remixes, and mashups.
Ideas come from everywhere. Lee Clow, chairman and chief creative officer, TBWA - Having consumers create commercials "is part of this brave new world we live in."
Find the talent and use it. YouTube has well-established video stars, with built-in audiences. Carl's Jr. successfully teamed up with popular YouTube personality iJustine, instantly accessing her over 150,000 subscribers.
Tools exist. Use them. "Featured videos" garner far more traffic in shorter time. And buying supporting media can help your content reach and grow its audience.