Case Study: Be Remarkable

What is it?

The Credit Unions of British Columbia put together an amazing campaign titled “Be Remarkable“.  The strategy is to give away $100,000 but let the community on Facebook determine who receives funding and how much.  Kind of like “crowd-sourced charitable giving”.  Pictures like this are uploaded:

That’s right, you read correctly, every person to “tag” themselves in a picture will have $1 donated to a charity in the region on the picture.  Once 50 people have been tagged in a picture another picture begins the tagging process.

How I heard about it:

A friend (David Tapp) from Eclipse Creative in Victoria had one of these pictures in his stream on Facebook and I had to check it out.

Why it’s important:

The world of charitable giving has been flipped on it’s head.  With just a couple clicks I am a part of a group in BC giving $100,000 to a variety of charity’s.  Just being on Facebook allows for amplification of the message as well.  Looking at how many “Likes” these photo’s below have, multiply that number by 130 (the average number of friends people have on Facebook) and that’s how many times that photo will come up in Facebook users’ news streams.  Using Facebook will create more awareness and allow the message to spread to more people than just cutting a $100,000 check.

I think this was a great campaign by BC Credit Unions, one that opens up a lot of opportunity in the future.  They have just started a communication channel with over 25,000 people, their fans on Facebook.

What do you think?

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Case Study: CookWithCampbells.ca

What is it?

A Campbell’s website that offers recipes, recipes reviews, a Youtube channel with video tutorials, connecting with Campbell’s on Facebook, “Meal Mail” the e-mail newsletter, a downloadable mobile app, and an application to submit and keep track of your recipes.  Very interactive, easy to navigate, and I love the rating system along with the comments on recipes.

How I heard about it:

A commercial on national television.

Why it’s important:

Another casualty of the internet’s rise that you may not have thought of, cookbooks.  If you know you can’t influence chef’s in the kitchen through cookbooks why not go to where they’re getting the recipes from, the internet.  Campbell’s understands that as a brand, if they want to compete in the future they must adapt to where people can find them.

The strategy seems to be provide cooks with all the resources they need and in return, those cooks will want to purchase Campbell’s products to make the delicious recipes.

Where do you find your recipes?  Are you still using cookbooks?   What do you think?