psychographic campaign evaluation example i phone 3 g
TRANSCRIPT
iPhone 3G in the Swedish Blogosphere
Campaign Evaluation Example
694 Posts about iPhone 3G Launch June 9
340 Bloggers Writes an Average of 1,9 Posts 252 Bloggers Covers Launch Day and the Day After
Source: Twingly
(Ranking: in links X mentions)
132 posts
120 posts
Top Influential Bloggers
1071 Posts about iPhone 3G Sales Launch July 9
473 bloggers writes an average of 2,1 posts per blog 266 bloggers covers launch day and the day after
Source: Twingly
(Ranking: inlinks X mentions)
204 posts
164 posts
Top Influential Bloggers
Launch - Geeks & Cool Cats Watches Keynote Speak
Source: Twingly
Peak: 204 posts
Artisans (concrete & independent)
Artisans trust their impulses, want to make a splash, seek stimulation, prize freedom, and dream of mastering action skills. /D. Keirsey
Rationals trust logic, yearn for achievement, seek knowledge, prize technology, and dream of understanding how the world works. /D. Keirsey
Idealists trust their intuition, yearn for romance, seek their true self, prize meaningful relationships, and dream of attaining wisdom.. /D. Keirsey
Guardians trust authority, join groups, seek security, prize gratitude, and dream of meting out justice. /D. Keirsey
Sales Launch: Cool Cats Dominates Product Reviews
Source: Twingly
Artisans trust their impulses, want to make a splash, seek stimulation, prize freedom, and dream of mastering action skills. /D. Keirsey
Rationals trust logic, yearn for achievement, seek knowledge, prize technology, and dream of understanding how the world works. /D. Keirsey
Idealists trust their intuition, yearn for romance, seek their true self, prize meaningful relationships, and dream of attaining wisdom.. /D. Keirsey
Guardians trust authority, join groups, seek security, prize gratitude, and dream of meting out justice. /D. Keirsey
Communication Style vs Audience Profiles
Launch Sales Launch
Technology and Design! The phone is launched at Apple Keynote - the trick is to both appeal to the Geeks (Rationals) with hard core tech facts and the Cool Cats (Artisans) with smashing design features.
Visual presentation and facts! Both design and technological features are most effectively conveyed via a visual presentation like Steve Jobs Keynote speak. The focus lies on the phone and not the presenter.
Action and Expectations! TBWA:s advertisment is in the action movie genre with typical voice over and pumping music and tuff looking men in a cold hi-tech environment.
Moving people in an action setting! The advertisement appeals to dreams of beeing an action hero with cool and versatile gadgets - the iPhone could have been something invented by Q for James Bond!
Artisans trust their impulses, want to make a splash, seek stimulation, prize freedom, and dream of mastering action skills. /D. Keirsey
Rationals trust logic, yearn for achievement, seek knowledge, prize technology, and dream of understanding how the world works. /D. Keirsey
Audience
Style
Audience
Style