Good Charlotte
An advertising consultant analyses the advertising campaign commonly known as Charlotte's Web.
Introduction
In an early demonstration of billboard advertising, company (known as “Charlotte”) engages in a broad yet somewhat deceptive social marketing campaign to win reprieve from slaughter for client (known as “Wilbur”).
The Company
"Charlotte" had little or no experience in advertising or marketing. Her success in this instance could be considered a fluke, and was certainly not the result of experience on high level campaigns. However, her instinct proved successful and was no doubt the precursor to the success of other low-budget campaigns such as 'Free Hugs'.
The Client
"Wilbur" sought increased brand recognition and identifiable niche in increasingly competitive “death avoidance for young porcines” market. It should be noted that the client's commitment was inconsistent throughout the campaign and the client was particularly susceptible to external criticism.
The Campaign
The campaign was time-limited. Advertising company personnel may have invested too much time in the production of campaign materials, which could have been outsourced.
No focus group testing of phrase "Some Pig". This tagline should have been more thoroughly researched with a range of key market segments.
Although the company succeeded in its campaign, the campaign resulted in the death of key personnel in the company.
Future Projects
New personnel will take some time to skill up to founding partner’s level. New personnel may fail to meet high expectations due to founding partner's insistence that they are her "magnum opus". Strong possibility that next generation does not possess the instinct of founding partner, and may trade on founding partner's name while possessing no discernible talent.
No new projects envisaged.
Introduction
In an early demonstration of billboard advertising, company (known as “Charlotte”) engages in a broad yet somewhat deceptive social marketing campaign to win reprieve from slaughter for client (known as “Wilbur”).
The Company
"Charlotte" had little or no experience in advertising or marketing. Her success in this instance could be considered a fluke, and was certainly not the result of experience on high level campaigns. However, her instinct proved successful and was no doubt the precursor to the success of other low-budget campaigns such as 'Free Hugs'.
The Client
"Wilbur" sought increased brand recognition and identifiable niche in increasingly competitive “death avoidance for young porcines” market. It should be noted that the client's commitment was inconsistent throughout the campaign and the client was particularly susceptible to external criticism.
The Campaign
The campaign was time-limited. Advertising company personnel may have invested too much time in the production of campaign materials, which could have been outsourced.
No focus group testing of phrase "Some Pig". This tagline should have been more thoroughly researched with a range of key market segments.
Although the company succeeded in its campaign, the campaign resulted in the death of key personnel in the company.
Future Projects
New personnel will take some time to skill up to founding partner’s level. New personnel may fail to meet high expectations due to founding partner's insistence that they are her "magnum opus". Strong possibility that next generation does not possess the instinct of founding partner, and may trade on founding partner's name while possessing no discernible talent.
No new projects envisaged.
posted by gigglewick at
1:41 pm
2 Comments:
Dear Gigglewick,
I started rubbing my temples while reading this post.
Should I worry?
Much love,
Meva.
xxxx
I don't know - are spiders about to spring forth from your cranium?
that's what I'd be worried about.
GW XX
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