Comments on: EXCLUSIVE: “Despite Naked’s survey, their Witchery campaign was a social media failure”

By: Anonymous

Anonymous — Wed, 25 Feb 2009 10:45:46 +0000

While you all have very good points… a particular post caught my eye from Simon – “Ask them if they sold any jackets’
I work at Witchery and we aren’t actually rolling out the men’s range until March.
I think the whole campaign was mainly aimed at creating awarness of the fact that Witchery are doing something new.
Regardless of whether people are actually interested in the product, the campaign resulted in major publicity and has been rather controversial – an outcome significantly more successful than if simple ads were placed in regular medias.
To conclude – they weren’t interested in selling jackets, but instead creating awareness, which by judging from this blog and the media attention recieved, certainly worked!

By: Brainstorm » Blog Archive » Marketing the Lie: How Witchery Missed the Point

Tue, 10 Feb 2009 01:55:17 +0000

[...] seems to have been supported by new stats that show traffic to the viral video plummetted after it was exposed as a [...]

By: A

Sat, 07 Feb 2009 11:09:05 +0000

Groan. Naked have actually lost of the major assignments they’ve used to (genuinely) win accolades all those years ago.

They went from strategic consultancy to a maze of horrible branded content and experiential firms, thus diluting the whole “independent” moniker they’ve been using to sell themselves.

In the need for growth, they’ve ended up hiring every UTS graduate known to man so all you have are trendy, know-nothing 20 year olds who are laughably named ‘strategists’.

What’s truly horrible for Witchery is that the majority of commentary about the campaign is actually about Naked – anyway, all publicity is good publicity so I’m looking forward to the campaign submission video for this (millions of hits! reaching 1 in 3 Australians!) to appear on the Award circuit.

By: Anonymous

Anonymous — Fri, 06 Feb 2009 04:21:45 +0000

Naked are so up their own you know what’s, they seem to have somehow forgotten that they are supposed to be selling stuff (jackets) to consumers. And consumers have voted loud and clear, they demand honesty and authenticity. Mission failed. High 5 to Simon!

By: paul

paul — Fri, 06 Feb 2009 04:16:37 +0000

Naked are a shameless bunch of no integrity wankers and bullshit artists. Woebetide the dumn clients like Coke and Big Pond who retail them.

By: Cathie

Cathie — Fri, 06 Feb 2009 02:41:21 +0000

Oh thank the lord; Simon gets straight to the point like a hot knife through butter!
The first rule of social media is that there aren’t any rules – while I personally would argue that transparency and respect for the consumer are paramount, ultimately if you’re confident that the outcome will justify the means, then that mitigates the risk.
We are, after all, in the business of exciting desire – and dare I say actually selling stuff. That has to be the measure, not the amount of hot air generated by social media thoughtwranglers.

By: Dan

Dan — Fri, 06 Feb 2009 01:47:06 +0000

Naked appear very defensive.
Why? What are they hiding?

This being said, I have no interest in shopping at Wichery anyway.

By: Tony@TacticalTV

Tony@TacticalTV — Fri, 06 Feb 2009 01:43:31 +0000

Simon is right (2 up).

The chaps at Naked are obviously very brainy but at the end of the day ‘they are paid to sell stuff’ as everyone in the ad business is.

We forget we are really just car salesmen, with degrees.

By: Zac Martin

Zac Martin — Fri, 06 Feb 2009 01:12:40 +0000

You can’t use YouTube comments for research purposes. Ever.

I wonder if they include comments about Heidi’s boobs as commentary about the content?

By: Simon

Simon — Fri, 06 Feb 2009 00:18:54 +0000

Can’t someone ask Witchery if they sold any of the jackets. Surely that’s the key.

By: Dan

Dan — Thu, 05 Feb 2009 23:34:49 +0000

“So the survey is not in any way representative of all people in the age group they are targeting” – and you are saying this just because it was conducted online. Dave you must think that the demographic of male 25-39 years cannot be represented online. Strange world you live.

By: Anonymous

Anonymous — Thu, 05 Feb 2009 22:44:03 +0000

Finally some stats

By: There’s a right way and a wrong way to go ‘viral’… here’s the wrong way « Marketing is a dirty word

Thu, 05 Feb 2009 22:18:32 +0000

[...] on top of these things, discusses how the overall effect of the campaign makes it a failure at http://mumbrella.com.au/2009/0.....as-a-soc... Technorati Tags: viral,marketing,e-marketing,youtube Possibly related posts: (automatically [...]

By: Anonymous

Anonymous — Thu, 05 Feb 2009 21:51:38 +0000

I agree with Dave. Naked’s awareness figure came from people that did the survey online, which is not a good methodology.

It is unbelievable how arrogant Naked are coming across – when other people actually have real data about online, they dismiss it. Now does anyone have real data about the other channels the campaign used (were there any others??)

By: Dave

Dave — Thu, 05 Feb 2009 21:33:42 +0000

Their awareness figure came from an online survey – poeple who are extremely active online and thus much more likely to be seeing/ hearing about the online ad.

So the survey is not in any way representative of all people in the age group they are targeting. If they did the survey the right way they would have an awareness figure that would much much lower.