Brand Authenticity: Gravity Summit Keynote
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- Lessons Learnt
- It’s not about technology, it’s about authenticity.
- It’s about the story.
- It’s about real people talking to real people.
- Real World Authenticity
- “ Real people talking to real people” “ When you engage the consumer and show them that you have done something that’s unedited, you humanize the brand and that’s invaluable.” Tyler Williamson Sr. Brand Manger, Kraft Foods
Adam & Tyler 4-Week Campaign Results Results
- Sales of Philly 1/3 Less Fat exceeds most optimistic projections in 2008
- 535,088 direct online conversations via chat rooms, instant messenger apps and message board forums
- 50,000 + Blog views
- 8,000+ views of the viral video on YouTube
- Over 1,000 ‘friends’ added on social networks
- 56% expressed intent to visit the website
- National Press Coverage
- 90% felt Adam and Tyler should get a promotion
- Website traffic increased almost 400% over previous year in typically slowest period Q1
- Extended 1 week program to over a month
- Adam and Tyler both got promoted
- Everything we said was true
Creamcheese.com
Jamie is passionate about people, business and technology. He works at Next Digital one of Australia's big 5 full service digital agencies across a range of SMEs to large ASX listed companies. He is an Account Director with a wealth of experience and enjoys mountain biking, Muay Thai/BJJ, reading, business thinking and technology.