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Case Study – Naughty Monkey
Jesse Bouman | May 4th, 2010
Situation
A trendy women’s footwear brand, Naughty Monkey launched in 2004 and quickly gained popularity. Sold nationwide and featured in popular magazines like Glamour and Marie Claire, Naughty Monkey was successful but wanted to expand their reach – and when the brand missed out on a once-in-a-lifetime opportunity to generate serious PR buzz, it realized it needed to ramp up its marketing efforts.
The missed opportunity
During the 2008 elections, vice-presidential candidate Sarah Palin’s wardrobe seemed to make headlines almost daily. When Palin was seen in Naughty Monkey shoes, a crowd of reporters arrived at the brand’s headquarters to get a story. Despite having the kind of buzz publicists dream of knocking down its door, Naughty Monkey wasn’t prepared to capitalize on the wave of publicity. With no infrastructure in place to spread the word to consumers, Naughty Monkey saw the spotlight fade before it could take action and wanted to prevent it from happening again. 
Building a social media presence
An audit of Naughty Monkey’s social media presence revealed a lone MySpace page and little to no online conversation about the brand. After creating Twitter and Facebook pages from scratch, and redesigning the MySpace page to complement, we raised brand awareness organically by reaching out to users interested in fashion and shoes. Via tweets and Facebook ads targeting stylish women, Naughty Monkey’s networks slowly grew. Once people were conversing about the brand, we shifted Naughty Monkey’s focus to engaging users with dynamic content, open-ended questions, and timely customer service, pushing Facebook’s feed to Twitter and Twitter’s feed to MySpace for consistency.
Strategy
After the Palin incident, Naughty Monkey wanted to energize its marketing, but wasn’t sure how. Upon considering the brand’s goals of more sales, wider distribution, and a way to engage with consumers, we recommended a social media focused campaign. While a pay-per-click (PPC) campaign would have helped sales, it would have done little to build brand awareness on the scale needed to generate demand for Naughty Monkey shoes – but an online contest would.
Posted in Client Profile | 3 Comments
Viral Video Friday
Jesse Bouman | April 30th, 2010
Please don’t be mad at me, I know I let you down last week and missed Viral Video Friday. Let me make it up to you with some good viral videos.
A Tiny Apartment Transforms into 24 Rooms
Pretty sweet digs for only 300 square feet.
Heineken – Men With Talent
Heineken does it again.
Posted in Viral Marketing | No Comments
Bites from an SEO Bombshell
Maria Sass | April 21st, 2010
From the earliest of ages, young girls have looked to their beloved Barbie dolls, and thought, that’s what I want to be when I grow up. Whether it be a “Veterinarian,” “School Teacher,” or “Ballerina,” for generations now Barbie has been a doll that millions of girls play with and (many psychologists believe) idolize. Well, as the times change, so does Babs. International toymaker Mattel recently announced that the results of an first-ever online contest to name the profession that the latest edition of Barbie dolls, and the popular-vote winner was, befittingly, “Computer Engineer Barbie.” That’s right; pink-frame glasses, Bluetooth, laptop, and (my personal favorite) binary code tee-shirt will accessorize Computer Engineer Barbie in the “I Can Be” series.
It's Computer Engineer Barbie!
According to a release from Mattel, “Having Barbie as a new ambassador for female computer engineers can help inspire a new generation of girls to hone in on their computer skills and become part of a growing profession.” Barbie designers worked with the Society of Women Engineers and the National Academy of Engineering to ensure the doll and accessories accurately reflect and represent this occupation. To further the reality of being a computer engineer, the doll also includes a code to unlock exclusive online games on Barbie.com. Wait. You don’t know many female engineers that wear sparkling black knit skinny pants, and carry a pink laptop either? Fair enough, however with the likes of Marissa Mayer, Google Employee No. 20 and the company’s first female engineer, and Sheryl Sandberg, COO of Facebook, being found in The New York Times, as well as on the pages of Vogue, they, nor Barbie, will accept to be stereotyped. How does that saying go? One small step for a Barbie, one giant leap for SEO Bombshells. Stepping, of course, in hot pink stilettos.
If you enjoyed this or other “Bites from an SEO Bombshell” posts, be sure to follow Wpromote’s resident SEO Bombshell, Maria Sass, on Twitter!
Posted in Random!, SEO Bombshell | No Comments
Viral Video Friday
Jesse Bouman | April 16th, 2010
It’s been a heck of a week at Wpromote. Mike Block dominated the Google Display Advertising Advanced Exam, SEO team member Adria Brown is celebrating her birthday today, and our entire design team won our internal “Employee of the Week” award, HorseBear. Let’s cap off this week with five great viral videos for our loyal readers.
Iggy Investigates an ipad
People love cats, viral videos with cats, and now iPads. Put them all together and this is what you get.
Nitro Boat VS Whiney Girlfriend
After watching this video, there are a few girls that I would love to take fishing with me on a Nitro boat.
Posted in Viral Marketing | No Comments
If I had my way… Part 4
Matthew Burr | April 15th, 2010
If I had my way… people would use acronyms more often. Not only do they increase efficiency, but they brighten my day. I don’t know why, but they do. In just a few simple letters, acronyms can capture a lifetime’s worth of nuanced innuendoes, subtle intricacies and jaded cynicism that I would only otherwise be able to express through an exaggerated eye roll or a blank stare.
With that in mind, I’ve put together a list of my five favorite acronyms and how I prefer to employ them because you’re dying to know.
5. gtk – ‘good to know’
My general response when someone incorrectly assumes I am interested and tells me something about which I could not care less. It’s meant to be dismissive, but again, that fact often escapes the party who is guilty of wasting my time.
Posted in Editorial, Random! | 4 Comments
Tues News: 4/13 (End of Days Edition)
Michael Block | April 13th, 2010
Oh no, is this the end of Homestar Runner? No! Just an April Fool's Day joke. Thank heavens!
They say that all good things must come to an end. You were probably worried that this applied to the Tues News since we took a week off, weren’t you? Well, maybe not. Anyway, the predictions associated with endings are often a bit exaggerated. According to different groups of doomsayers, we were supposed to run out of oil by now, computers should have already turned on their human masters and the four horsemen of the apocalypse should have begun their terrible ride. Sometimes predictions can be right on, sometimes they can be a little hasty. What’s always true is that bold prophecies about the “end of _____” are always entertaining, if not a little foreboding.
This week, on the Tues News, I’m bringing to light three interesting theories about “the end” of various things that we have become very accustom to. Without further ado, let’s get going!
Posted in Tues News | No Comments
