Huggies Pays Attention to Working Moms

June 25th, 2010

Huggies, purveyor of disposable diapers and subsidiary of pharmaceutical giant, Kimberly-Clark, has launched an interesting cause marketing effort: The MomInspired Grant Program.

Kimberly-Clark is asking that, using their online application, mothers submit a proposal for an innovative product  that meets a previously overlooked parenting need. The company has $250,000 in grant money to award, with a maximum of $15,000 assigned to any one individual proposal.

One might think that a diaper company’s contest would be more along the lines of a mother-and-child photo contest, but no. With its new grant program, Huggies is targeting the working mom; a target group largely forgotten by companies marketing childcare goods.

It is decidedly unclear whether or not the Huggies’ money will, in fact, bring a new product to full fruition. Regardless, the campaign goes beyond the search for childcare product innovation– it serves to highlight the Huggies consideration of working mothers.

[youtube wjeBsj8c38U]

Update on our StainTalk campaign

May 27th, 2010

We don’t talk too much about our daily work on this blog but we’d like to keep you posted on what we actually do when we don’t work on publishing a book or posting on Facebook or Twitter.

In March, we introduced StainTalk, the new social media project commissioned by client Delta Carbona. (See our introductory blog post about it here). It covers many of our core strengths:
StainTalk microsite

  • Developing original and non-traditional concepts and turning them into reality
  • Creating a presence spanning from POS activities to a microsite, Facebook fan page, Twitter channel etc.
  • Creating entertaining content in an area that is not usually perceived to be a fun discussion topic.

Two months ago, we launched a program to provide a healthy balance of relevance between both the Carbona brand and the people talking about products and solutions related to Carbona’s range of products. We also instituted cause marketing with “Carbona Cares”  to manage Carbona’s philanthropic efforts. Carbona made an initial contribution of $10,000 to Colorado 501(c)(3) nonprofit organization Ubuntu Now and its South Africa Project, which focuses on rape prevention and gender equality in the 2010 FIFA World Cup host country. The program will sponsor community workers in South Africa, and they will update regularly using small portable cameras in order to make the project more tangible for South Africa Project supporters in the US.
StainTalk Twitter

Recent Developments
In the few weeks since we launched StainTalk, we’ve developed a Club with over 20,000 members.  We introduced a “Cleaning Heroes Club” and offered free samples of Carbona’s Color Grabber product to the first 10,000 members. The free sample campaign was ultimately featured by thousands of websites and successfully increased consumer awareness of the StainTalk community.

Most importantly, we were then able to directly obtain invaluable feedback of Carbona and Color Grabbers via surveys by members who received samples. Their responses demonstrate we’re building a  community of loyal brand evangelists.
StainTalk Facebook
Under StainTalk’s social media umbrella of Facebook, Twitter, Flickr, YouTube and the microsite, we’ve been able to initiate conversation directly between customers and Carbona for stain solutions… among other topics.

Furthermore, we recently expanded StainTalk’s presence on YouTube with original and fun short movie clips that appeal to a wide variety of demographics.

Currently, we’re focusing on a word-of-mouth special: StainArt. StainArt combines our mission of finding fun with the lighter side of cleaning with easily accessible cause marketing. We are encouraging our members to pay tribute to their greatest messes by participating the StainArt online store, StainWear. $5 from each purchase will support the Carbona Cares program.

StainWear shop
We’ve also utilized cross media marketing by creating graphic toppers and free-standing inserts (FSIs) for merchandise at Point-of-Sale to promote StainTalk and StainWear. By combining successful online and offline campaigns, we have strengthened Carbona’s brand name in both the social media sphere and directly in the store aisle.

This campaign is still in its early stages. There is much more to come and we’ll keep you posted.

Enough bragging for today ;)

Reblog this post [with Zemanta]

Video treats: Fun, advocacy and trumping Whitney Houston

May 13th, 2010

Here’s your latest web video treats; an a la carte selection of business cards, songs, Starbucks and dancing

Master of Business Card Throwing

[youtube FVq0HdiM-Ok]

We at conceptbakery enjoy networking. But what do you do with that collection of business cards you know you’ll never need? How about using them for target practice? As this ‘Master’ shows, the opportunities are endless: pop a balloon, slice an apple, toss up 3 stories into a building and onto a desk, etc. It can be a new form of exercise at the office. Excess business cards have never been so recreational.

Boy Singing Whitney Houston

[youtube _7NNr_qrmDA]

Since Whitney Houston isn’t really pulling it off any longer, young Taiwanese boy Lin Yu Chun steps to the plate. The winner of singing competition Super Star Avenue receives $1 million and a chance to release his/her album. Looks pretty genuine, right? (Note: He is misidentified as Chinese).

One person can save trees, together we can save forests.

[youtube 5xJX2ZgdlyM]

For Earth Day this year, Starbucks offered free coffee to customers that brought in reusable coffee containers. The initiative was part of Starbucks’ “The Big Picture” campaign, which is continuing to urge supporters to join in their goal of achieving 100% of cups being reusable or recyclable by 2015. To sign the petition, go here.

Jill/Kevin Wedding Entrance Dance

[youtube 4-94JhLEiN0]

Done to Chris Brown’s “Forever”, this was a viral sensation (48 million views) long before the singer himself became more known for his physical abuse of girlfriend Rihanna. The video merits a fresh mention due to the subsequent actions of the newlyweds, who have since directed attention to the Sheila Wellstone Institute for violence prevention and prevention advocacy. As of 4/5/10, 1,251 donors have donated $32,339.

Enhanced by Zemanta

Facebook fan page in prime time TV

April 16th, 2010

You most probably know that we manage a number of Facebook fan pages for our clients. There’s no need to make a big fuss about it. Last Saturday though, something out of the ordinary happened and it’s worth sharing.

We’ve been setting up a YouTube partner channel and a fan page for a prime-time TV show (Verstehen Sie Spass?) that airs on Germany’s number one channel. The show has been around for 30 years but has a new host. Along with the new host, the station wanted to breath more fresh air into their concept by adding some social media elements.

During the show the host presented a laptop and the fan page was prominently displayed on the background. You can see a picture that Felix took while this was all happening.

Instant Results
The number of fans jumped immediately from 500 to 1400. Over the next few days that number climbed steadily to 2800.

The fans immediately  became very active during the show and the conversation among them continues with some posts getting as many as 40 thumbs ups and 40 comments.

There was instant feedback on what they liked and what could be improved. The show’s producers could almost see how the show was received– in real time.

Next steps
The show airs every three months and we are looking forward to the next one. This leg of the project was executed with very little preparation time; with a longer planning phase we expect even more impact in three months from now.

Prior to the next show it will be possible to reach out and engage with the fans.

Personal notes
We can’t deny that it’s pretty awesome to see our work being successful in prime time TV. No worries, though… we still have our feet on the ground ;)

The inventor and original host of the show was the my neighbor’s dad back in Luxembourg. I met him many years ago and now we work with his successor. It’s a small world, after all.

Reblog this post [with Zemanta]

Video Treats: iPads, iPhone, school play and a song without words

April 15th, 2010

You wonder how responsive the touch screen of the iPad is? Take a look at Yoshitoshi Abw doing some mange scribbling with it. Try that at home and send us your masterpiece ;)

[youtube pp8h97oCrX4]

Read the rest of this entry »

Ford’s Socially Responsible Comeback

April 10th, 2010
With the majority of the American auto industry in shambles, Ford Motor Company has made heroic efforts in marketing to both maintain its company image and stay financially afloat. In executing these plans, however, Ford has gone beyond mere brand maintenance to a company well on its way to a complete revitalization of its image.
To propel the trend, Ford has pushed a company-wide commitment to social issues. Among other efforts, the automaker has attached itself to Invisible People TV, a movement whose sole purpose is to shed light on the plight of America’s homeless.
. Read the rest of this entry »

Collection of random social media stats

March 23rd, 2010

Here is a set of random numbers that we collected over the last couple of weeks. You might have seen some of them but our memory can use a little “refreshing” once in a while.

Twitter Stats

Statistics (sadisitics) Home Edition
Image by littleREDelf via Flickr

As of February 2010 50% of all Twitter messages are in English

Source: Semiocast

Heavy users on Twitter in the UK account for 7% of the user base and 79% of all Tweets (as of January 2010). Heavy users are those spending at least 60 minutes a month on Twitter.

  • 26% of the medium users account for 18% of the Tweets.
  • 67% of the casual users (≥5 min/ month) account for only 4% of all Tweets.
  • 52% of all Facebook users in the UK account for 98% of the activitiy on the network.
  • 9% of all Facebook users spent over 20 hours per month on Facebook.

Source: Nielsen

  • Only 21% of all Twitter users have at least 10 followers, follow 10 at least people and have tweeted at least 10 times.
  • 51% of all users follow fewer than 5 people.
  • 34% of all users have not tweeted once.

Source: Barracuda Labs Read the rest of this entry »

Showcase – A US household brand gets up and running in the social media sphere

March 18th, 2010

Delta CarbonaDelta Carbona, L.P. is the oldest manufacturer of stain removal products in America. Their “Stain Devils” are unique since there are 9 different products for separate groups of stains, in addition to other household cleaning solutions. Since they are a client of ours, we got to try their products and the Stain Devils really impressed us. Yet the brand had zero social media presence.

The challenge: Creating a meaningful entry into the social media sphere

StainTalk - Cleaning Heroes UnitedOption number one would have been to launch a program under the name Carbona or Stain Devils. This would have been either brand or product centric and we felt limited in the range of conversation topics we could initiate or participate in.
Therefore we opted to move the brand name in the background and create a presence under the name StainTalk- Cleaning Heores United.

To launch StainTalk, we used the opportunities of multiple social networks to harness the existing conversation Carbona has with its clients. The project spans from a microsite to a Facebook fan page to a Twitter channel.

Our involvement

We manage the program on behalf of Carbona and try to provide relevant content every day. Interested visitors are invited to pose questions, exchange tips and tricks, and just have fun exploring the lighter side of creating and removing stains. Read the rest of this entry »

This Week’s Video Treats: songs, dogs, falls, and a mystery

March 11th, 2010

Here’s your weekly gourmet selection of viral videos. Just like last week, we’ve picked some that really caught our interest.

[youtube P45E0uGVyeg]
You might remember Dave Carroll — or at least his famous “United Breaks Guitars” viral videos. In 2008, he watched in horror from an airplane as United Airlines baggage handlers threw his $3500 guitar and broke it. After United refused to take responsibility, he told them he would write three songs and post them publicly about his experience. Four days after he posted the first song, United’s stock price fell 10% (US$180 million), a drop partly attributed to the sensation his video caused. Today, the first 2 videos in his trilogy have more than 9 million views on his official YouTube channel. In his third and final “United Breaks Guitars” video, he acknowledges that the airline “essentially broke [his] career”. However, he also recounts some of the emails he received while the first two videos were at the height of their popularity and reiterates that customers will no longer tolerate bad customer service.

[youtube yyVJjWl5ix8]
Country singer Brad Paisley was wrapping up his encore performance of “Alcohol” in South Carolina when he tripped while running back off the ramp and fell hard, flat on his face. He managed to get back up and wrap the show before heading to a local hospital. Paisley is well-known as a prankster with a sense of humor and he (and his wife, actress Kimberly Williams Paisley from “Father of the Bride”) kept things light-hearted, posting pics with medical staff and encouraging fans to post footage. He also promised a meet and greet to whoever posted footage first. Later, he uploaded a picture on his Twitter account to show off his bruise, saying “If ur wondering,it was the last song&last night of the tour&I was running fast on stage,tripped.really did think I broke a rib or something“. For awhile, his graceless moment was the top story on

[youtube 1rpD_eclfTY]
MTV is calling this “perhaps the greatest viral effort of all time.” The first video, called “Prelude 699130082.451322-“, appeared in early January. Six other videos have followed. Each featured a woman filthy with dirt and visually stunning glimpses of nature, and ended with a black screen and a white drawing of an animal — goat, owl, whale, bee, llama and monkey. The guessing game will continue until the seventh and presumed final appears sometime this week. Right now, the only known background is that the videos were originally sent to music blogs and the videos themselves were uploaded under the ‘music’ category. Until the reveal, however, people are guessing everyone from Lady GaGa and Christina Aguilera to Nine Inch Nails and Rob Zombie as the ones being behind it. This Christina Aguilera fansite has an in-depth analysis.

[youtube mUCRZzhbHH0]
This video became very successful overnight even though it doesn’t really have a story other than a kibble of dog foes being thrown into the air and some dogs watching and one eventually catching it. The secret sauce is a camera taking 1000 images per second allow for super slow-motion that shows the dog’s movements in a way we have never seen before. Apparently we were not the only ones that were impressed with these shots.

Reblog this post [with Zemanta]

Seventh Generation pushing the cause marketing envelope

March 9th, 2010

At conceptbakery, we’re always looking out for great new cause marketing case studies. Recently, we’ve been quite taken with Seventh Generation’s Million Baby Crawl, an initiative that ultimately hopes to tighten government regulations on the chemical content in common household products.

[youtube a7b67Ul0YP0]

Read the rest of this entry »

This week’s video treats: Parody, mishaps and some brilliance

February 26th, 2010

Web videos are interesting from the marketer’s perspective for a number of reasons. What makes people laugh? What style do most popular videos have? What SEO techniques are being used to market videos? Needless to say, the web video niche is a dynamic one. New opportunities arise almost daily.

Since we produce our own videos via our moviebakery platform, we like to see what else is going on in the web-video world– we need stay on top of current trends, after all.

In light of this, we’re going to start a running column in our blog in which we’ll share some of the videos that made us laugh or otherwise stuck out in our minds. Obviously, we know that videos are huge time-suckers, both for you and for us. That said, we’re going to do you (and, honestly, ourselves) a huge favor by focusing primarily on shorter clips. Also, if we find interesting statistics or trends that don’t warrant a separate blog post we’ll throw them into this regular column.

Clearly, we’re not here to give you comprehensive coverage. We are here, however,  to fill you in on clips that we think could be relevant to you.

So, where do we usually find videos?  YouTube is an obvious destination , but some of our other favorites include,, and Perhaps most importantly, we pay a lot of attention to what our friends, fans, and followers are sharing on Facebook and Twitter.

[youtube ZGwYrZLvvJU]

This parody from shows Google’s presumed  take on both Google Buzz and the new social media platform’s competitors. Take the best and leave the rest. Read the rest of this entry »

More reasons for more social consciousness

December 29th, 2009

A study by Globescan and the University of Maryland, ordered by the BBC, revealed some interesting numbers. The study was conducted in 27 countries.

  • Only 11% of the surveyed are happy with Capitalism as is.
  • 23% think that our free economy is prone with errors.
  • 43% of people in France agreed with that statement.
  • The United States (25%) and Pakistan (21%) were the only countries where at least 1/5 of the population agreed with our economic system as is.
  • 51% of the surveyed think that we need more market regulation.
  • 23% think that we need a totally now economic system.

The study was done 20 years after the fall of the Berlin wall in the midst of a big economic crisis.

What does this mean for marketers?

Less pure capitalism means more solidarity. This should be reflected in a marketing campaign that hits the “zeitgeist”. Embedding social consciousness into marketing campaigns will provide goodwill towards a product or service. The purchase of a product or service should touch the consumer on an emotional level and create a feel good effect. In this case it will not be perceived as a product that is only making “them” rich. Read the rest of this entry »

Meet conceptbakery at dmexco in Cologne

September 15th, 2009

dmexco – a digital marketing exposition & conference – is taking place in Cologne on September 23rd & 24th. It the first time the event is hosted in the city. Felix Holzapfel, Managing Partner of conceptbakery Germany will be participating in a panel talking about effective ways to advertise in the world of social media.


Since our office is just at the other side of the Rhine river other members of our team will also be present. Please let us know if you are attending the conference and would like to meet with us.

Reblog this post [with Zemanta]

What’s the virality of your marketing efforts? Passive viral marketing as the key to success?

August 10th, 2009
Lykketoft viser Facebook
Image by Jacob Bøtter via Flickr

Everyone tries to solve the riddle of successfully using viral marketing. That’s a no-brainer.

During client meetings we often begin by explaining the difference between active and passive virality.

Our clients are interested in their marketing messages “going viral”. The first element required for what we call “active viral marketing” is outstanding content or another trigger that gets the audience to spread the word within their network. Forwarding links to a YouTube video or a micro site are just two examples of potentially desired behaviors.

There is of course a rather big barrier in the way: You ask someone to take action and share link to a video or a micro site, or some other hook with someone else in their network. You also need to stand out from thousands of marketing messages each of us receives each day.

Considerable efforts and resources are often pumped into these viral marketing campaigns. But something can easily get overlooked here: Social media platforms offer a much more elegant way to reach a larger audience without asking anyone to put their reputation on the line. If your audience simply starts to interact with you, others will be able to see this. It is the nature of social media that you get to see what your friends are doing. Read the rest of this entry »

Does Social Media Marketing add to your bottom line?

July 31st, 2009

A new study has just been published by Wetpaint and Altimeter Group. It shows that companies that use social media are more successful than their competitors:

The ENGAGEMENTdb study ( showed significant positive financial results for the companies who measured as having the greatest breadth and depth of social media engagement. These “Social Media Mavens” on average grew company revenues by 18 percent over the last 12 months, while the least engaged companies saw revenues sink 6 percent on average over the same time period.  The ENGAGEMENTdb study reviewed more than 10 discrete social media channels, including blogs, Facebook, Twitter, wikis, and discussion forums for each of the 100 most valuable brands as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking.

Here is a list of the top social media brands due to the report:

  • Starbucks
  • Dell
  • eBay
  • Google
  • Microsoft
  • Thomson Reuters
  • Nike
  • Amazon
  • SAP
  • Tie – Yahoo/Intel

Read the rest of this entry »