Brand Barometer


A fair few companies have sprung up offering brands the chance to buy fans or followers for social platforms.

I'm surprised there is a market for this given that using 'likes' and followers as a measure of success is viewed with caution. While I've been told that marketers get 'like envy' when they see their competitors outpacing them, buying fans can't be a serious solution.

To quote Mark Stuart, Yomego's insight guru: 'Page views, purchases, social engagement, and word of mouth will not come from fake fans.'

Gemma Charles Public affairs editor, Marketing.

VIRAL HIT OR MISS?

Social video expert Unruly evaluates Converse's latest viral campaign

Converse with Gorillaz: Do Ya Thing

This dual-purpose ad and music video for Converse trainers and Gorillaz, featuring Andre 3000 and James Murphy, was released a fortnight ago, and had garnered almost 2m views after a week.

It tells the story of a group of housemates getting up on a typical morning. The use of live action and computer animation is brilliant and the flow of the video is smooth, with entertaining storytelling.

Nonetheless, while it might seem that using Gorillaz to promote its trainers would be an immediate winner for Converse, we're not so sure The video itself is a great creation which, despite being more than five minutes long, will keep viewers entertained.

As an ad, however, the positioning of Converse as a trendy, young, hip brand is simply not delivered effectively. Music video and Gorillaz fans will love it, but we can't help feeling that Converse has spent a considerable amount of money on something that probably won't serve its purpose.

6/10

ONES TO WATCH

In association with UNRULY

THE GUARDIAN THREE LITTLE PIGS

This clip shows The Guardian's 'open journalism' giving perspectives on the Three Little Pigs story.

The paper is capitalising on the ad's success with a 24-hour 'takeover' of YouTube's UK homepage.

NOW: PENSIONS TRUTH AND PERFORMANCE

Danish-owned NOW: Pensions has released three comedy videos.

Written by actor and comedian John Bird, they satirise the UK pensions industry in 'interviews' with an old-school provider.

GUINNESS ROUND UP YOUR MATES

Guinness' online ad encourages people to 'round up' their mates for a St Patrick's Day drink. We see a sheepdog herding men to the pub, past temptations including a couch and an Indian restaurant. …

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