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At Mindjumpers we work with a strategic process we call Tribesourcing.
Instead of looking at target groups we see people as more connected through tribes, with a larger diversity in demographics, geography, religion etc.
Instead of adhering to mass-communicated marketing, we rather look at engaging, involving, motivating communication. In other words, we lead a tribe to co-create and collaborate on performing a task with the ambition to create a desirable and valuable output.
To illustrate what we mean by tribesourcing, we will during the next couple of months share some best practise examples from around the world, which have done exactly what we think is the right and new approach. The following example is about saving humpback whales.
Greenpeace – Mister Splashy Pants
In trying to create awareness on the killing of the humpback whales in the Pacific Ocean, Greenpeace created a campaign in which they involved and built a tribe of socially engaged people. They sourced the essence of the campaign to the tribe: what should the campaign be called?
With the possibility of both submitting and voting on different names Greenpeace gained the attention from hundreds thousands of people. On the suggestion list, a wide range of possible names appeared, but a humoristic approached seemed to bring the tribe together – Mr. Splashy Pants.
Now according to Greenpeace this was absolutely not the most preferred name. So they challenged the tribe with different obstacles for getting the name chosen, among other things they made the submission/voting phase a bit longer – making it possible to build an even bigger hype.
In the end, Greenpeace ‘surrendered’ to the tribe and the campaign were named ‘Save Mr. Splashy Pants’.
Besides building an enormous hype, it created some of these values:
- Building an unexpected tribe of people around the world, ready to fight for Mr. Splashy Pant’s survival.
- 11,000 submissions
- 150,000 voted on the campaign name
- Online PR on hundreds of websites
And most importantly, the Government of Japan has abandoned plans to kill humpback whales in the Southern Ocean this season.
Similar Posts:
- How Lacta Created Engagement With a Simple, Yet an Effective Campaign
- How Adecco’s Facebook Campaign Changed Its Positioning
- How Altoid Used Social Media to Change Customer Perception
