DDB Israel Goes Viral
When advertising giant DDB launched a new PR campaign for their office in Israel, they decided their budget would be $0. Nothing. Nada. Squat. Or, ephess, as they say in the land of milk and honey.
Instead of starting their own blog, putting up billboards, or running TV ads during Gaza’s Got Talent, the company decided to take advantage of a medium that millions of people already have their eyes on; one that’s free, and features more sepia photography than your Bubbie’s mantle. You guessed it. They got Instagram.
It sounds simple, and that’s because it is. The basic idea is that the company puts up pictures of their work, office life, employees, and other hip, quirky snaps that make their environment seem like a cool place to work both with and within. Prospective clients and aimless Instabrowsers can search for various hashtags that organize DDB’s photos into categories like #work, #clients, and #officelife.
If you’re trying to get your name out there, it turns out Instagram is a great place to start. The same company that got Polish peeps drooling over Big Macs with a previous campaign, has generated 67,100 Google results in 18 days, along with coverage from global business sites and countless tweets and Facebook shares.
“We anticipate that a number of brands will explore opportunities with Instagram and other up-and-coming social networking sites and mobile applications,” said Eilon Zarmon, Head of DDB Israel. “Our brand’s website on Instagram serves as an expression of how much we love digital tools and opportunities for collaboration with tech companies.”
While DDB’s latest strategy may appear to be lackadaisical (cool word, eh?) it’s certainly got people talking, clicking, and sharing. And isn’t that what it’s all about, anyway?
Do you think this method of marketing is effective? Why or why not?