|Campaigns Like No Other Campaigns: The Government Is Coming
By: Brian Keller
It’s interesting how certain sectors use the lessons learned from humble ad people to get their platforms across.
Reach out and touch someone. Then let everyone know about it.
Avital Leibovich is in charge of running a more than 45 person department to tweet, Facebook, blog, build apps, edit videos, shoot Instagrams, and update Google+. Sounds like a good job to us.
In November of 2012, Ahmed Jabari was killed in Gaza City by a drone flying above the city.
Within hours, the Israel Defense Forces made sure hundreds of thousands of people found out. Avital Liebovich was in charge of breaking the campaign
Avital Liebovich is the Israel Defense Force's social media czar and posts for the Israeli military. The Jabari assassination was the start of Israel's Operation Pillar of Defense.
Shortly after the event, the IDF broke the news by uploading a video of the airstrike to YouTube, then to Twitter. Then, Leibovich and her team posted on Facebook with a photo inviting “the world to "stay tuned for updates."
Hamas immediately countered on Twitter and Facebook with their own social media campaign, but couldn’t match the content of the more digitally adept Israelis.
"It's a very equalizing platform, it's my voice and your voice, and the Prime Minister's voice," Orit Perlov, a social media analyst for the Israeli-based Institute for National Security Studies, says of Twitter. "Each one of us has 140 characters no matter what. So it's a very democratic platform. It doesn't matter if you're black, white, left-wing, right-wing, your voice is the same."
“Content-based marketing gets repeated in social media and increases word-of-mouth mentions; it’s the best way to gather buzz about a product.” —Marsha Collier
Leibovich said at the time, "I believe we did create that buzz," she says, of Operation Pillar of Defense. "I believe the content was high quality, I believe the message was very clear, and it also went to the audience we aimed at."
NOTE: We regret her use of “aimed at” in referencing the target audience.
Leibovich then said that in 2012, the IDF's presence is growing constantly and could reach 95 million people worldwide.
As of March 16, 2014, its Twitter account had more than 230,000 followers and its Facebook page had 421,088 likes and has 155,222 talking about this (English).
It’s interesting that in sports, many go all “military speak” to explain their strategies. It’s just strange when the military goes ad speak.
Rock the Vote, Russian Style
Before his latest problems and sometime after declaring his intentions to run for president, Vladimir Putin felt it was the duty of every Russian to vote; maybe for him.
Putin was seeking his third presidential term after having served as the country's prime minister, but he had come under intensifying disapproval as the opposition had accused him of rigging the previous year’s parliamentary elections.
So, he decided to rock the vote with traditional and online advertising and created some memorable work like:
Should the first time be for love? Of course, said one ad assembling support for Putin's presidential campaign. It portrays a fortune-teller giving advice to a young woman. "Let's find out, cutie, who is intended for you by destiny." The girl replies, "You know, I wish it to be for love — it is my first time."
Ah, the double entendre. Who in advertising hasn’t seen that one? Well we never saw this twist. The fortuneteller flips a card with a portrait of the Russian Prime Minister, the uber-masculine Putin. The idea, said the agency, was to attract a young audience to take part in Russia's upcoming elections.
Although attributed to Putin, the agency never managed to let anyone know who was responsible for “ordering the campaign.”
Putin’s worthy opponent, Dmitry Medvedev, answered with “The Medvedev Girls,” who were teenage supporters of the president. They accompanied him, dressed in cheerleader outfits adorned with his face, when he met with bloggers at the Kremlin.
This was answered with a group of women stripped down to shorts and bikinis to wash cars in support of Mr. Putin’s bid for re-election.
The digitally savvy Putin stepped it up, with an online ad called “Let’s Do It Together,” part of the Putin “Only for love the first time?” campaign. The online ad features a woman flirting with a man before she drags him into a polling booth. They leave the booth extremely “satisfied” as they were able to “vote” together for the first time.
“Putin. Only for love the first time?” helped win him the election amidst vote-rigging claims.
In response, Dmitry Medvedev took to Facebook, where he flopped, drawing only 2,200 comments. And although he won, Putin did come under intense social media attacks by bloggers and at least one great tweet.
@step_42. "Putin. Only for love the first time?" "Obviously the third time is by force."
We have no other comments, but the next time you see a TV commercial where a local car dealer smashes a window, make sure to cherish it.
Brian Keller is the Creative Director at teeny agency in Baltimore. He graduated from the University of Maryland (English), went to grad school at NYU (Cinema Studies), & attends University of Baltimore School of Law.
Brian's been working primarily in the digital space for years but enjoys all communications avenues.
He has built the creative departments at two agencies.
He likes skateboarding with his son. He also falls off his skateboard and amuses his son. When not amusing his son or riding bikes or playing basketball or working he writes for Beyond Madison Avenue & that's why Beyond Madison Avenue appears twice in this sentence.
Find him online here and at www.teenyagency.com.
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