Elf Campaign: Ad Age

Yeah the elf campaign was cute, but jesus did they put up some impressive numbers.

Some Highlights:

MAKE IT PERSONAL
"Personalization drives purchase behavior and affinity," said Pete Blackshaw, exec VP of Nielsen Online Strategic Services. "The biggest insight is how companies can capitalize on this personalization aspect, especially the beauty-care industry."

DON'T DISCOUNT OLDER AUDIENCES
Hitwise Research Director Heather Dougherty said 40% of all visitors to ElfYourself were 55 or older. "You wouldn't expect viral marketing to really reach that demographic," Ms. Dougherty said. "It's a good lesson for marketers."

OFFER FUN
Bob Thacker, senior VP-marketing and advertising at OfficeMax, said the secret is respecting the consumer. "You are interrupting their life," he said. "All advertising is unwanted, so if you're going to crash the party, bring some champagne with you."

For the Full Article:
http://adage.com/digital/article?article_id=123226