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Once in a while their are marketing stratergies that are just acts of pure genius that everyone sits back and goes why did I not thinl of that. When it comes to viral campaigns, it often takes something more than brilliance. The other missing factor between a good ad that no one sees and a great one that everyone talks about it usually unpredictable - making it that much more satisfying for the brains behind the ads. Most of us have seen, heard about, and read about the Greenpeace Kit Kat - Organutan Ad. The response of viewers has been mixed. For some it has turned them off eating Kit Kats just by virtue of the images. For others, it seemed over the top and childish. For other, it actually struck the intended mark and alerted them to Greenpeace's concerns for the Indonesian rain forests. If you look closely at the ad you can see that the ad is very well put together. A slight nod at the target market, the 20-30s who are working boring jobs by day and watching reruns of the Office by night. Plus a startling amount of gore that must have been a source of boardroom discussion - fortunately, the brave soul who understood how desensitised video-gamers are won out. That is a lot of blood. However, that was not enough to go viral. The video didn't come anywhere near YouTube's usual viral status. Just 1,000 viewers saw the 60 second commercial, which is next to nothing in the scales of YouTube. At that point the video was removed from the site "due to copyright claim by Societe des Produits Nestle S.A.". Bingo. Time to go viral. Ask any author who has had their book condemned by the Pope - ticking someone off is a sure-fire way to get publicity. Greenpeace quickly reposted their video to another server and used other social media platforms to spread the word about Nestle's response. Now, there are few people left who have not seen the video and every major newspaper has run a story on the success of the campaign. Greenpeace has received word from Nestle that they are working to change suppliers and switch to sustainable palm oil by 2015. So Greenpeace got what they specifically were seeking in the campaign, but they also got a lot more. The success of this viral campaign and the breadth of its reach, increased Greenpeace's danger to those who come under its scrutiny. It would be one thing if the campaign had simply made Nestle look like the bad guy out to kill orangutans. But this wouldn't be new, Nestle has taken worse hits than this before. The thing that makes this campaign even more significant than Oxfam's is that it led to Nestle inadvertently rebranding itself as very un-cool for trying to squash freedom in online idea sharing. In terms of winning the hearts and minds of the target market, Greenpeace got the prize with an edgy and successful ad. While Nestle took a double hit from this prime example of how not to help your adversaries go viral.
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