Brand Stories and Unique Value Propositions:
Web 2.0 Launch

My client was working on a proposal to help a company gain foothold in the online market. It had used the same promotional campaign two years in a row. In addition, the company was concerned about a competitor who had gotten on the ball quicker with higher search engine rankings and consequential revenue. The company’s RFP stated an openness to viral marketing. My client invited me in for a brainstorm and asked if I could bring another trusted cohort to round out the discussion.

My associate and I first talked about the different technical options available online and how they functioned. We explained the use of tags and how viral marketing is a digital version of word of mouth. We also touched on the ethical concerns of stealth communications, where companies set up online profiles and purport to be consumers.

For the creative, we focused on the YouTube video-sharing phenomenon. As a group, we played out different storylines that might work for kitchy, reality parodies. The client won the business.