BRAIN, BEAUTY & BUZZ by AT-ZE for Gottex

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BRAIN, BEAUTY & BUZZ

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Industry Apparel, Clothing & Footwear
Media Promo & PR, Case study
Market Israel
Agency AT-ZE
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GOTTEX
Product/Service: PILPEL SWIMWEAR
Agency: AT-ZE
Date of First Appearance: Mar 31 2010 12:00AM
Entrant Company: AT-ZE, Bnei Braq, ISRAEL
Entry URL: http://www.facebook.com/iPilpel
Managing Partner: Ori Mendi (At-Ze)
Vice President: Yoav Maor (At-Ze)
Chief Executive Officer: Ziv Langer (At-Ze)
Co-Founder: Shahar Bar-David (At-Ze)
Media placement: Social Media - Internet/ Facebook - March 31, 2010

Results and Effectiveness
“Buzz beyond belief,” says Moti Alfandari, Pilpel Vice President. In 3 days Pilpel fan page got over 3,500,000 photo views and over 3,000,000 impressions! The online buzz had spread and caught other media's attention: The news on Channel 2 had reported on this national phenomenon; “Brains, Beauty and Buzz is by far Israel's most successful viral commercial campaign”; “3Bs caused greater demands than in previous seasons, with girls buying in advance 2-3 bathing suit compared to one year ago,” says Alfandari. With almost no budget, 3Bs managed to reinforce Top of Mind awareness, promote usage and create a powerful community of Pilpel evangelists.

Creative Execution
We wanted not only to reach the audience through personal referrals, but also to create a thriving Pilpel community. We scouted 30 ‘miss popularity’ teen leaders and bloggers countrywide, with huge social networks, (average: 2,500 friends on Facebook). They were invited for a 3-day party in a dream villa and were provided with mandatory accessories: A Pilpel swimsuit and a laptop. Girls pool parties quickly became the item to watch on the Israeli web: They uploaded pictures, clips and designs of the new collection and shared the fun they had. As each girl had a fan page where she updated to create the biggest impact, we also maintained the Pilpel fan page with frequent videos and photos. As the community grew rapidly, Subliminial, Israel's leading rapper, seized the opportunity and spontaneously shot an official clip at the villa. Fun, fashion, music and Facebook fame– this kept getting better.

Insights, Strategy & the Idea

Pilpel is an Israeli leading swimsuit brand. The official bathing season opens on April 15. That's when the category's trend setters (girls, age 16-20) make their decisions what to wear this summer. Our brief was to launch the new collection and create a viral campaign for target audience. Our key insight: Credibility is best achieved through word of mouth referrals. Girls rely on other girls inputs. They find it an effective call for action. Since Facebook is the most influential media for teens, we initiated girl talk - the best way to share important insights. Few (key opinion formers)-to-many is the best method to create authoritative communication. Facebook's values as a young, dynamic platform had perfect correlation to the Pilpel brand personality. We aimed to make waves among our target market: Create the strongest impact, achieve maximum reach in minimum time and make the Pilpel buzz hotter than ever before.