Online Marketing Blog from metrocafe311

Deep into September and we’re delighted to say that we’ve finally gotten a bit of hard fought sunshine, adding the final touch of success to the Ireland Deserves Sun campaign for Sandtex masonry paint. A fully integrated campaign created and managed by metrocafe311, Bloom Advertising and Pembroke Communications for Sandtex masonry paint, a Crown Paints brand.

We’re sure you’ve already heard a thing or two about the campaign, perhaps you’re one of the 10,400 fans on Facebook, one of 290 followers on Twitter or one of close to 700 registered users on the campaign microsite. Most recently, the Irish Independent covered the case study, outlining the reverse of a 40% plunge in sales.

As the campaign was driven primarily by online activity, metrocafe311 was responsible for the day to day management of the Facebook, Twitter and YouTube profiles and pages. Additional online elements that helped launch the campaign included Image Ads running in Google’s content network, the distribution of an online press release and an email campaign to further develop the relationship building in social media. The campaign was reactive; with a social media strategy that was dynamically changing to reflect the response of the community.

metrocafe311 worked closely with Crown Paints, Pembroke Communications (PR) and Bloom Advertising (Creative Agency), and in doing so, the campaign has become a successful example of how best to integrate the communication of a campaign message to drive both brand awareness and sales across different forms of media. The integration was central to the success of the campaign.

Also crucial to the success of the campaign was the retention of the irreverent and “cheeky” tone of voice that had the target audience speaking to the brand as if it were one of them. The creative theme and tone of voice is central to the development of a social media strategy. Consider putting yourself in the shoes of your target audience and consider what would most likely resonate with each individual from the start of the campaign.

We’ve only outlined a snippet of this integrated campaign here on the metrocafe311 blog; but we’ll be sure to be talking about the campaign for a while; if for no other reason than we’re Irish and by nature obsessed with the weather. But additionally, we all had far too much fun working on the campaign to stop talking about it just yet.

Detailed case study soon to be featured on the metrocafe311 website…!