According to George Parker of AdScam ….
At a conference a couple of years ago. GE and their agency, BBDO, made a presentation of their new “Imagination” campaign.
After showing some nice TV spots and explaining that they’d spent $300 million on media over the last year, they proudly declared that brand awareness had increased substantially.
This generated polite applause.
Next up was the Marketing Director of blender manufacturer Blendtec who proceeded to blend:
- a brick
- some ball bearings
- an 8 ft garden rake
- a Blackberry donated by a member of the audience
He then put up a single slide showing that every time they posted a self-produced, ten dollar video on YouTube in their long-running “Will It Blend” campaign (which to-date has had more than 220 million views,) sales went up by an accurately measurable percentage.
Understandably, the crowd went nuts.
The point being, GE spent hundreds of millions and couldn’t quantify with any certainty what they had achieved for all that money.
Blendtec spent pennies and achieved consistently significant and measurable results.
Below are links to a couple of the Blendtec videos … worth watching.
Thanks to SMH for feeding the lead