FRANKthoughts

After an elaborate digital strategy process (aka Immersion) we’re very proud to launch Melbourne’s GPO new website.How did we start? The brief was to create GPO’s online experience. Here’s what we did:

1. Created an annual digital strategy which includes SEM, SEO and most importantly the community element that works alongside our media plan, creative, events and PR.
2. Found and employed the right person to manage the community of Melbourne’s GPO lovers and retailers (Welcome Sarah Willcocks -  Hi Sarah!)
3. Developed the new website with a strong focus on fashion editorial followed by an annual content plan featuring articles, photos, videos, competitions, events and more. Check out our first competition for your chance to win VIP tickets to GPO’s exclusive ‘Fashion at Altitude’ evening parade as part of Melbourne Spring Fashion Week on Wed 2nd Sept-  here.
4. Started a youtube, facebook, twitter and flickr profiles with measurement and management in place. (We didn’t jump at the tools. These were picked from the research and support our goals)
5. Understand that this is only the beginning, not the end product.

I’d like to thank all the people who worked on the project so far and to our clients ISPT and Tracey Winn.

In an aggressive social media program that goes far beyond what Ford has done in the past, the manufacturer is partly counting on members of the public to introduce its new Fiesta model to 20-somethings across the US.

Ford recently handed 100 Fiestas to 100 web fanatics in the target demographic, selected from over 4,000 applicants. These ‘agents‘ get to use the cars for six months in exchange for completing monthly ‘missions‘ with different themes. They’ll share their experiences through YouTube, Flickr, Facebook and Twitter accounts Ford created for the campaign. Ford have asked the users to be completely honest in their reviews, showing that Ford has unswerving faith in the product.

Ford’s point-of-view about the campaign: “We realized that the message is increasingly out of our control and that we have to roll with it,” Fiesta product manager Sam De La Garza said. “For us it all rests on the quality of this product. We’ve all driven the Fiesta, and we felt so confident about the car that we could start this. We’re going to allow people to tell the story [of the Fiesta] from their lives.”

While it doesn’t replace the millions of dollars of ‘traditional media’ launch expenditure Ford will still spend, it provides an extra layer of interaction with their audience, which is a brave move that must be applauded.   If marketeers for any brand have enough belief in the product/service they are selling, why not engage in conversation with the people who will ultimately be purchasing (or not purchasing) it?

The campaign commences April 21st.