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Using blogger networks to amplify a marketing campaign

Author's avatar By Dave Chaffey 16 Sep, 2011
Essential Essential topic

Showing the power of blogger outreach

I thought this was a nice example of how a relatively small number of bloggers can get a campaign message across to a wider audience.

In 2010 Renault launched a new range of zero emission vehicles. Renault’s objective was to get people talking about the range, and especially the star model, the TWIZY. Renault wanted to create links with opinion leaders sensitive to the automotive sector but also to ecology and new technologies.

To reach influencers and help spread the word about the new model, Agency BuzzParadise organised a special meeting at an international event, LeWeb. The idea was for Renault to use this platform to set up viral advertising aimed at a target sensitive to technological advances.
Invitations were sent to thirteen bloggers from France, Germany, Great Britain, Italy and Spain writing about High-Tech, Trends, Innovation and Scientific themes. These partners met for a conference session by Carlos Ghosn and tests of vehicles in the ZE range.

As a result, 22 articles were created across the blogs and through these, 900,000 exposures to the message were generated. This increased visibility for Renault and its TWIZY in the European blogosphere, social networks (Facebook, Twitter) and SEO (Google).

The amplification effect of a relatively small number of bloggers is illustrated well by the reach of this campaign. But it’s worth remembering that visibility on blogs and social networks like this is usually ephemeral, meaning that the message is only visible for a short time within the blogosphere. So other techniques are also needed to give a more sustained delivery of messages and reminders to the audience. This is where traditional advertising and remarketing through displaying advertising to those who have already visited a company microsite play an important role.

Buzz Paradise also use other interesting (and debatable) approaches to help marketers use bloggers in their network to communicate their message including sponsored articles and a video platform:

Disclosure: This is NOT a paid for post and I have no association with Buzz Paradise other than I heard them speak at Ad Tech back in 2007 and have been following their approach since.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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