There have been quite a few article on the success and business results of CompareTheMeerkat.com, so I thought that it might be good to pull some topline results together and share them as it's a good business case study.
Though of course, he's now at 556, 677 fans on Facebook and 25, 120 on Twitter
If you want more stats, the best place is the Admap article on "How a meerkat became a social media hero...". The article talks about the VCCP planning methodology which aims to help encourage participatory creative ideas. The second phase Unlimited Creativity essentially asks 3 questions:
Why should I talk/blog/tweet about this idea?
How can I get involved in this idea?
What keeps the conversation going?
It's also interesting to see the effect that this campaign has had on their price comparison competitors: according to Hitwise rival MoneySupermarket.com's traffic fell shed 25.2 per cent, Confused.com dropped 5 per cent and GoCompare.com fell 31.8 per cent.
All competitors have put their advertising up for pitch since Aleksandr's arrival.
I hope that this helps demonstrate the process and some of the business results behind a much loved creative campaign.