Dove Evolutions

Client Brief:
To raise awareness of Dove’s online initiative, Campaign for Real Beauty.
» www.campaignforrealbeauty.com

Execution:
The 7th Chamber used its network to drive views to the acclaimed film, Dove Evolutions.

Results:

1. The campaign, on and offline is said to have increased worldwide sales by between $60 million and $70 million
2. Mass coverage in key press for the target audience
3. 4 million + views across the web
4. Exponential traffic increase to campaign microsite – generating more views than their Super Bowl ad last year

Sony - Shadow of the Colossus

Client Brief:
Create a conspiracy theory surrounding the existence of ancient colossal beings.
» Shadow of the Colosuss


Results:

1. Each clip was viewed over 2,000,000 times on the 7th chamber network
2. Entry on urban legends super site, snopes.com
3. Editorial coverage on Coast to Coast (pan-American radio)
4. Mentioned on over 16,000 blogs forums and websites

Cadbury - Gorilla (Not a 7th Chamber campaign)

Background:
The centerpiece of the £6.2 million campaign is a 90-second television and cinema advertisement produced by Cadbury Schweppes' new in-house production company A Glass and a Half Full Productions.

Client Brief:
Step away from pushing the product through traditional advertising means, and instead produce "entertainment pieces" appealing to a broader range of consumers and spread through viral marketing.


Results:

1. 70,000 Google returns for “Cadbury Gorilla”
2. Estimated to have been viewed over six million times across a large number of video sites
3. 70 Facebook groups
4. Scores of spoofs posted to video sites
5. Exponential traffic to campaign site www.aglassandahalffullproductions.com

YouGov reported public perception of the brand had noticeably improved in the period following the launch, reversing the decline experienced in the first half of 2007 caused by a series of product recalls.

By the end of October 2007, value sales of Dairy Milk had already shot up 7 per cent. Weekly sales were up 9 per cent year on year during the period "gorilla" was on air, and the ad has already received the highest recognition scores ever recorded by Hall & Partners.

A variant of the commercial was broadcast in a single spot, directly before the final of the 2007 Rugby World Cup, at an estimated cost of £700,000.

Cost of Viral Marketing video? Negligible
 

The Lenovo Tapes

Client Brief:
Preceding Lenovo computers’ purchase of IBM Hardware – generate forum buzz in the global tech community about a new supercomputer.

Execution:
The 7th Chamber supported a stealth marketing campaign by driving traffic and increasing SEO to a ficticious blog ( » www.lenovo.co.uk/tapes ) which featured “leaked” videos from the Lenovo labs.

Results:

1. Each of the three tapes was viewed over 1.2 million times on The 7th Chamber network during the campaign duration.
2. Front page coverage on the influential gadget blog, engadget.com
3. All three clips made the homepage on » YouTube
4. Mass media coverage on blogs and forums about the campaign
5. From 0 to 1,390,000 Google returns for the search phrase “Lenovo Tapes”

Trojan Games

Client Brief:
Create brand awareness of Trojan Condoms in the UK using viral media.
» www.trojangames.co.uk


Results:

1. Three films were viewed over 50,000,000 times
2. An online market research poll found that the campaign performed well in terms of generating brand awareness in a fun and memorable way.
   


• 77% recalled Trojan brand after seeing the campaign
• 73% positive rating of the overall campaign
• 50% of respondents would be more likely to consider the purchasing the Trojan brand after seeing the campaign

Thresher Email Offer (Not a 7th Chamber campaign)

Client Brief:
Generate new business by sending out a 40% off wine coupon.
» Threshers Voucher


Results:

1. Initially seeded to a few hundred corporate customers, but email went viral within a matter of days
2. Downloaded more than 800,000 times
3. Sales increase in excess of 60% during promotion period
4. Majority of sales from new customers
5. PR coverage in all key UK press (on and offline)
6. Approx. 350,000 Google returns for “Thresher 40%”
7. Extremely effective method of data collection

To discuss your viral marketing campaign, or general information on our viral seeding services, why not call us on (UK) 020 7324 7560 or (US) 1-888 246 2122 or email us at hello@the7thchamber.com.