Brand Tracker

Welcome to the automated Brand Tracker diaries.

Norway

NewsLab’s film for Forbrukerrådet viewed by 4.5 million

Brand: Forbrukerrådet

Campaign: Enshittificator

Source: https://www.kom24.no/august-jorfald-enshittificator-forbrukerradet/ny-millionsuksess-for-newslab/952494

Goal: To raise awareness about product longevity and circular choices

Claim: Too many products die too early. Quality must become the norm again.

Media: X, Instagram, YouTube

Summary: Forbrukerrådet's latest campaign video, produced by NewsLab, has gone viral, garnering 4.5 million views across various platforms in just a few days. Launched on September 15, the campaign addresses the issues of product longevity and aims to promote circular economy choices. The video combines humor with a relatable theme about products failing too soon, resonating with viewers and prompting discussions on consumer rights and responsibilities.

India

The Internet Changed Vaseline’s Name, and the Brand Decided to Embrace the New Version

Brand: Vaseline

Campaign: #VaselineHijacked

Source: https://www.media-marketing.com/vijesti/internet-je-vaselineu-promijenio-ime-a-brend-je-odlucio-prihvatiti-novu-verziju/

Goal: Engage users with a viral name reinterpretation

Claim: We gave you Vaseline. You gave us Basseline.

Media: Instagram

Summary: Vaseline embraced a humorous reinterpretation of its name, changing it to 'Baseline' in response to a viral video by influencer Min Day Lee. The brand encouraged users to create their own interpretations under the hashtag #VaselineHijacked, allowing the audience to participate in the ongoing conversation. This campaign highlights user-generated content and how brands can adapt to internet-driven trends.

brand engagement user-generated content Viral Marketing

The marketing director of Calvin Klein talks about how to manipulate the algorithm and adopt an entertainment-focused mindset

Brand: Calvin Klein

Campaign: Dakota Johnson Collaboration

Source: https://www.adlatina.com/marketing/el-director-de-marketing-de-calvin-klein-habla-sobre-cmo-manipular-el-algoritmo-y-adoptar-una-mentalidad-centrada-en-el-entretenimiento

Goal: Increase sales and engagement through viral content

Media: Podcast, Social Media

Summary: Calvin Klein's provocative campaign featuring Dakota Johnson this year successfully boosted female product sales and engagement. Global Marketing Director Jonathan Bottomley discussed how the brand uses a focus on entertainment to create viral content that resonates with younger consumers.

Celebrity endorsement fashion Viral Marketing