Last month, Cherry engaged partners to promote O2’s superlatively creative Priority Moments Twitter campaign.  Taking the inspiration from “choose your own adventure” books, the campaign tweeted a number of questions with two options to choose from, taking players through up to 40 tweets, before ending the story with a competition.

Strategic O2 partners HMV, Ocado, Accessorize, BHS, and Odeon promoted the campaign on Twitter, tweeting #MyPriorityMoment to an audience that initiated a “tweet engagement” rate of 117%!  An impressive figure when you consider that the average rate is 1-3%.  Bruce Daisley, sales director at Twitter commented “these levels of engagement are just unheard of”.  The campaign created 7.8 million impressions overall.

Further proof (if ever we needed it) that creatively mixing partners and social media  can create something pretty special.

Malibu wanted to put their brand in the heart of the going-out moment, repositioning the drink in the eyes of young women aged 18-34.  Through engaging pop-up events, a Facebook app, strategic partnership with Heat magazine, PR and using brand partner channels we reached 4 million women and created £250,000 worth of additional value from brand partners. We also gave Malibu’s Facebook fan base a boost by 45,000 fans: 17,000 of which were driven by exclusive ‘money can’t buy’ prizes provided by partners.

As the Cherry team are busy making preparations for Malibutique 2012, we’d like nothing more than some extra sparkle in the office to kick start summer…  The IPM awards winners will be announced at the ceremony on 12 June 2012.

You can read more about our work on Malibutique here.

Find out more about the IPM awards here.

The ad features a girl in a car cruising to Jedd Holden’s rendition of “Little Boxes” and showcases O2’s latest instalment of amazing Priority Moments. Delivering exceptional value and saving O2 customers up to £70 per month with exclusive offers from Odeon, HMV, Ocado, BHS and Accessorize, there are now even more extraordinary experiences and money-saving deals available to Priority Moments customers.

As well as TV, the campaign spans across print, outdoor, and radio, in addition to direct communication to O2’s 22 million customers.

Just take a look at the ad and see just some of the partners that we’ve brought on board….

Cherry has been working as O2’s brand partnership agency on Priority Moments since 2010.

Read more about our  work on PM here.

Nina Smith

The South by Southwest conference and festival brings together original music, independent films, and emerging technologies under one Texan roof and is considered “one of the most influential happenings on the annual cultural calendar” (CNN, March 10, 2011).

From new media presentations, to music showcases and film screenings, SXSW is an international platform for creators showcasing compelling entertainment for a worldwide audience. The 5 day festival boasts The Boss himself, Bruce Springsteen as the keynote speaker whilst Jay-Z, Nas, Skrillex, Santigold and Jack White all performed in front of the intellectual and creative industry leaders down in Austin, TX.

But although these big musical names helped to promote the SXSW extravaganza, it’s the social media innovations that’s got us excited here at Cherry. So here are a couple of sites and apps that were trending at SXSW…

According to Mashable, the question on everyone’s lips at SXSW was, “How do you feel about Highlight…?”

The app that keeps a log of who you pass by each day (whether you’ve previously connected or not) was crowned SXSW breakout app early on, and dominated the social buzz throughout the conference and festival.

With no effort on your part, Highlight passively compiles your lists, as well as putting you on others’; letting you discover who the people are around you, and inevitably decide whether they’re the type of people you want to introduce yourself to. Could this be the end of the awkward first meeting conversation? Maybe… but there’s still not an app to let you know if a person is inherently weird so don’t get your hopes up!

Next up, with over 10 million users since its launch in 2010, (plus total visits exceeding 17 million!) it’s no surprise that Pinterest – the social media hero of 2012 – was going to play a fantastic part engaging visitors at SXSW.

With an array of pinboard calendars, showcasing everything from fashion to food venues to parties going on in Austin, you could find yourself some pretty “pinteresting” things to do throughout the convention.

But the biggest mover and shaker in the online social sphere over the last year came in the form of storify, the platform which helps bring together the best of social media into stories so people can make sense of their world.

At last year’s SXSW, the San Fransisco-based social site won the Accelerator startup competition and this year they came back with avengeance taking home the Interactive Award for Best Social Media. It’s no wonder they won with Storify users builing more than 1,000 stories about the interactive part of the conference alone.

So I  guess after that victory they might have a few champagne-fueled stories to share…

But stay tuned, over the next few weeks, we’re going to be taking a closer look at the social media sites and apps taking names in 2012. Don’t miss out.

Hanna Flint

While London Fashion Week remains the elusive playground of the high and mighty in the fashion industry (and those good enough to blag their way past the velvet ropes!) Vodafone London Fashion Weekend is public domain. And as soon as the last model struts down the catwalk in the final A/W 2012 show, Somerset House opens its doors to exhibit the largest designer shopping event in London.

More than just a shopping trip, Vodafone London Fashion Weekend is an event filled with a portfolio of up-and-coming and established British designers and brands including Jaeger London, Pringle of Scotland, Holly Fulton and Twenty8Twelve.

Guests can book an appointment to get the catwalk hair looks at the Toni & Guy stand, sip fruity cocktails in the Chambord VIP lounge, have a custom manicure at the Broadway Nails booth and feel like they’re part of the fashion in crowd as they watch the live catwalk shows, with celebrity performers and presenters including Tinchy Stryder and Caroline Flack.

But how does Cherry London fit into this fashion scene?

Our team is supporting Vodafone London Fashion Weekend organisers by helping them to utilise their partner, designer and sponsor relationships to boost engagement and traffic to their social media channels.

Through editorial features, style galleries, fashion advice, competitions and special offers, the Vodafone London Fashion Weekend Facebook page has become a hub for all things fashionably London.

And by incorporating an interactive welcome app into the Facebook page, alongside strategically positioned Facebook Ads, so far we’re looking pretty trendy, hitting our new fan targets with a month to go before the event!

You can follow our fashion journey to Vodafone London Fashion Weekend on Facebook and Twitter

 Hanna Flint

Nickname?

Hack (heehee! Ok… Jen didn’t give us one but we thought this would work)

From?

St. Albans

Position?

Senior Account Manager

Where did you used to work ?

I was at News International for five years, working on Partnership Promotions for The Sun, News of the World and Fabulous.

What campaigns are you working on now?

O2 Priority Moments

Why you wanted to join Cherry London?

Having only ever worked Client side, I wanted to experience agency life and Cherry is everything an agency should be. They’re sassy, switched on and really deliver results-  plus they’re only getting bigger and better, so it’s a very exciting time to be part of it.

Favourite marketing campaign/advert in the last year?

The British Heart Foundations Hands only CPR campaign. It’s an incredible way of getting such an important message across in a really relevant and memorable way.

You’ve got to pull an all nighter working on a presentation for the next day. What keeps you going?

Haribo Tangfastics and ginger beer- just the right amount of sugar and fizz to keep you going.

Tell us something that no one knows about you?

I appeared in Dear Deidre’s photo casebook in The Sun.

Sour cherries, cherry chapstick, fresh cherries, cherry coke… what’s your favourite type of Cherry?

I love Cherry Bakewells (but always leave the glace cherry- yuck)

]]> http://www.cherrylondon.com/news/cherry-introducing-jennifer-cader/feed/ 0 http://www.cherrylondon.com/news/cherry-pickings-of-2011/ http://www.cherrylondon.com/news/cherry-pickings-of-2011/#comments Fri, 06 Jan 2012 10:46:49 +0000 admin http://cherrylondon.com/?post_type=news&p=1806 As we enter a fresh new year of innovative marketing, we thought we’d look back at some of our favourite campaigns from 2011, as chosen by the Cherry team…

For Senior Account Director, Liz Whitney, sorry wasn’t the hardest word in her favourite viral marketing campaign:

“When Johnson & Johnson in Canada had a distribution glitch in 2010 it caused their very popular ‘O.B. tampons’ to be taken off the shelves, resulting in the withdrawal of the line altogether. Oops, big mistake.

General uproar from Canadian newspapers and women followed, with boxes of O.B Tampons trading for $99 on eBay as customers bought up enough boxes to get themselves through the menopause. That’s some serious brand loyalty being damaged right there.

So how do you make it up to these women, without highlighting the original error to the rest of the world?

Send a personalized video apology on an epic scale…

Hats off to the agency Lowe who put together this cheesy personalised music video and turned a potential brand disaster into a heart-warming viral hit. I can’t even buy this product, but somehow now I’m a fan of their brand. Pure marketing gold.”

Sales Manager Sophie Harris was transported by this airline’s playful prime time adverts:

“Following on from the 1980s homage to shell suits, sunglasses and even bigger mullets (after 25 years and they are still red hot) came the very slick and beautifully coordinated “You’re airline’s either got it or it hasn’t”, from Virgin Atlantic.

From swimming hostesses serving up a sensual storm to swarve men reduced to shame in an x-ray relevation of their undies, this James Bond-esque ad was beautifully devised and definitely makes me wish I had a licence to fly business class…”

Our Marketing Executive Hanna Flint, was blown away by a certain gym’s billboards:

“As a bit of a writer, my favourite type of marketing is always copy led. Making an impact isn’t just about garish images and big name faces. Sometimes all you need is a few words to leave a lasting message. So when I saw the Fit4less billboard posters there was only two things that went through my mind:

1. Brilliant.
2. Where do I sign up?”