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Social Media Matters

Awards and Events 0 Add to collection

Nike, Ford, Philips and more share the secrets of social success

Social Media Matters

This week LBB editor Gabrielle Lott attended the second ever Social Media Matters event in Hong Kong. Created by Ogilvy & Mather HK and Branded Content, with 26 topics, discussed for 20 minutes at a time, it was a hectic day – and here Gabrielle picks out her highlights from the day...


It was only the second Social Media Matters conference Ogilvy Do event and despite having interviewed the man behind the event, Thomas Crampton, I wasn’t quite prepared by how action packed the day would be.


Kicking off at 8.45am with the rather enthusiastic ‘block rockin beats’ of The Prodigy, the rest of the day was pretty turbo-charged.  By the time the wine came out I felt ready to implode from information overload.



Scott Monty, Global Head of Social at Ford looked at how brands make killer content. He emphasised the importance of trust, understanding human nature and the power of advocacy. If 90 per cent of social media is just showing up then you have to know where to be. He also suggested learning to speak like the consumer, allow them to speak and to listen to them. Monty showed us examples of how the brand had managed to not only listen, but also attract an audience who advocated and bought. In particular he shared the campaign Focus Doug, an online stream of comedy capers created by writer Paul Feigh (Bridesmaids, The Office) and writer/director Rob Cohen (Simpsons, Big Ban Theory).


Next up was Philips Head of Integrated Marketing & Communications ASEAN & Pacific, Arent Jan Hesselink. He outlined the history of the Dutch brand before taking us on the most incredible from light bulb to its current cutting-edge medical equipment. It was truly fascinating to hear how Philips has kept to its core value of ‘Improving people’s lives through meaningful innovation’. Philips is a company that’s loved by its home country and has retained its heritage, despite being entirely global.


The company mantra has never changed but the way Philips does business has. Its huge global impact on technology, industry and commerce generates a whopping $5.9 billion in sales per year – but nowadays those sales aren’t focused lifestyle goods. Instead revenue is coming from different avenues: for example holistic healthcare solutions with the development of MRI scanning technology, thus retaining the belief that Philips should improve people’s lives.


There have been lighting projects in places as vast as Singapore and the Empire State Building with Philips Colour Kinetics, and innovation at a domestic level with pieces like the Walita Blender and their personal wireless lighting system, Hue


Nike Greater China’s Vice President of Marketing, Simon Pestridge: ‘How leading brands drive business through creativity’ had the whole room sitting upright and listening intently at the very end of the day. Everyone quite ready for a glass or two of vino so his decision to structure his talk around a the idea of the perfect dinner party was genius. Everyone was totally hooked.


After all, a dinner party is one of the most sociable events that anyone can attend. It can be fantastic but, if planned badly, guests will never visit your home again.


So what do you need for a great dinner party? Someone within a position of authority who loves to talk, who is not arrogant, but is an expert. In this case, that wise voice came from Nike’s ‘Greatness’ campaign for the London Olympics 2012. In China children find sport challenging because of a fear of failure, so during the games, Nike took to social media to instil positivity around failure. As the athletes failed or managed to reach their optimum level – Gold – the team wrote positive and rewarding feeds to engage and show the true beauty of participation. It not only fulfilled the brand’s mantra, to inspire and innovate, but also influenced China, culturally.



The next thing pivotal for a successful dinner party is the entertainer: someone who is cutting edge and likes to mix things up. In relation to Nike, Pestridge suggested the #winagainstthelements project. For a sports brand, digital can be a real enemy – it can make you sit still. However with this gameification project, consumers were taunted and challenged throughout the day to make them go outside, fight the elements and ‘Just Do It’.


Nike 'Winning Against the Elements' from Habana Creative on Vimeo.


And don’t forget the chef – the person that helps and guides people’s experience. Pestridge went onto Nike X: customised trainers and the use of web-chat to help consumers develop and construct their preferences and designs by using simple picture referencing.



Finally – the host. The person who comes up with the idea, the suggestion and offers a place and location. In this scenario it was Nike’s ‘Own The Night’, a campaign which encouraged Chinese citizens to reclaim the streets, car parks and open spaces to organise and play team sports after 8pm. Women were invited to work out in Superbrand’s shopping mall as it was closing and car park football teams were created. In ‘Move for your school’ children participated in physical activity to promote their school – the winner receiving a Nike sponsored party. All of this interaction happened because people cared. It made people exercise and created and promoted community.


The day was rounded off with the introduction of macbarbie07, a.k.a. Bethany Mota. She started her YouTube page in 2009 at the tender age of 14 and has experienced massive success since. 200 teenage girls from Hong Kong were invited to meet her. Yes. 200 screaming teenage girls who were crying at the thought of meeting their idol – the YouTube, make-up phenomenon. To say it was an eye opener would be an understatement. I haven’t seen this much excitement since a girl fainted on me at Knebworth in 1996 when Liam Gallagher touched her. I don’t think any of the girls and boys present for macbarbie07 will know who Oasis are (sadly), but they were certainly an excitable mob.


I leave you with this montage of the day, which perfectly catches the day’s events which can also be summed up in my favourite quote of the day from Ford’s Monty: “Social media is not a campaign, it’s a commitment, we always need to be on. It’s not a one night stand.”

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Categories: Sports and Leisure, Events, Wed, 11 Sep 2013 16:10:48 GMT