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.
Simples.
Good stuff. You should thank Go compare for reinforcing how good this campaign is for the meerkat.
Posted by: Rob Mortimer | Thursday, 03 September 2009 at 02:08 PM
It's a modern day classic. Many congratulations Amelia as it shows that low interest categories do not ever have to have suffer from low interest work.
You should feel justifiably very proud. Good for the industry, good for planning.
Posted by: Holycow | Thursday, 03 September 2009 at 05:36 PM
Interesting that I didn't perceive the brand idea to be that. We must chat about that some time.
Posted by: John | Thursday, 03 September 2009 at 10:51 PM
congrats. love it, love it love it.
Posted by: David Brain | Friday, 04 September 2009 at 06:27 PM
Yay! Congrats, Amelia!
Posted by: Stephen Davies | Friday, 04 September 2009 at 07:30 PM
Genuinely brilliant - Huge kudos to the VCCP allstars.
Creative genius meets awesome execution.
Posted by: Al Crane | Friday, 04 September 2009 at 09:50 PM
To be honest I was a small part of a much bigger team, so I will be passing your messages around the agency. Thank you though, it's been a really fun campaign to be a part of!
Posted by: amelia | Saturday, 05 September 2009 at 07:27 AM