Facebook: Take This Lollipop, Little Girl

One of my advertising students recently shared this YouTube video with me and I felt compelled to write about it. (Others appear to be driven to do likewise as it has gone viral.)

As this video opens, you see a scruffy man log into his Facebook profile ... only it is very obvious that he is not the man shown in the profile picture. Rather than the clean-cut, All American guy pictured, we are shown a nervous, shifty, sweating guy who has trouble written all over his face.

He stalks through the profile of one of his "friends" ... someone who obviously accepted his friend request without really knowing who this guy was.

Through a number of Google searches, he successfully figures out where she lives. Then, we follow him to his car and through his journey to her house ... alternately shifting between a focused, composed man and a man out of control and consumed by rage.

The video leaves you with a sense of dread, wondering what will happen to her when he enters her home ... and just how well you know all of your Facebook friends.

Maybe it's time we all take a look at who we have allowed to access the personal details of our lives.

Clorox Green Works Surprises

Brand Channel announced this week that Clorox Green Works is now the #1 natural cleaner in the U.S. Is it just me or is there something a little hinky about that? I can't help it but when I think of Clorox, my mind immediately drifts to bleach. And bleach - to my way of thinking - is about as far away from "natural" as you can get.

That being said, you do have to admire the Clorox folks. In coordination with International Walk to School Month, Clorox Green Works is sponsoring a Walk to School Challenge for elementary and middle school students and their families.

Clorox encourages kids to sign up on their Facebook page to pledge to walk or bike to school during the month of October. The carrot?  Being healthy might just lead to your school winning one of five $5,000 grants.

According to Brand Channel, "The overall goal of the Green Works campaign is to promote kids and families adopting healthier lifestyles, with the eco-friendly byproduct of reducing air pollution by promoting walking over driving to school."

I love the idea that a major CPG company is inspiring kids to get out and walk. What better way to start the day off then to get some fresh air and some exercise? A possible side effect may be students that are more mentally alert and stimulated during the school day.

So, for me, what started out as a possible negative turned into a well thought-out social media campaign that just may have a positive effect on lowering childhood obesity in the U.S.

Toyota counts on a different story being told

Toyota has just broke a new ad campaign, "Every Toyota has a story." The ad extends to both advertising and Facebook.

The buzz in the ad industry for the past few years has been focused on the importance of advertisers creating an emotional link between their brand and target. Storytelling is repeatedly offered up as a way to create a meaningful two-way personal dialogue with consumers. But, here's the catch - consumers have to want to be a part of the conversation and they have to find the storyteller (the brand) to be credible and trustworthy.

No doubt, Toyota had that kind of relationship with its owners for years, but here's the question: Has Toyota's ability to engage consumers in a meaningful two-way conversation been at all diminished by the bevvy of recalls that have plagued the company in the last few years?

Let's take a look at the history of Toyota's recalls just since January 2009:

1/09: 1.3 million vehicles recalled for seat belt and exhaust system problems
8/09: 690,000 cars recalled because of faulty window switches
9/09: 3.8 million cars recalled due to floor mats trapping acceleration pedals
1/10: 2.3 million more vehicles are recalled because of sticking pedals
1/10: Stop selling eight vehicle models due to sticking pedals
1/10: 1.1 million vehicles recalled due to pedal-entrapment issues
2/10: 437,000 hybrid models recalled due to faulty breaks
8/10: 1.1 million Corollas and Matrix cars recalled due to computer issues
8/10: 1.1 million compact cars are recalled due to engine problems

My math adds all those recalls up to 9.5 million vehicles worldwide in just 19 months.

So, the $9.5 million question is: Will this new ad campaign positively engage consumers at an emotional level?

My gut tells me that the Toyota brand has certainly been damaged in the area of quality, but I think long-time Toyota users will forgive and forget. Toyota has been a reliable vehicle for years and they will likely cut them some slack in the near term.

I think the biggest concern for Toyota are the younger, first-time Toyota buyers. When you don't have a history to draw from, why bother to pledge your allegiance to a brand that hasn't been able to get it right for the past few years?

Fresh Sheets for a Week

Technological advances ... some are worth having, others aren't worth their weight in gold (or the quarters and dollars it costs to buy them). But, when technology can deliver a benefit that consumers really want, then it's a win-win.

Case in point: Downy.

Through the wonder of microencapsulation technology, Downy can now deliver scent pearls that offer long-lasting freshness ... up to one week of freshness, to be exact. And where do consumers most want to smell that freshness? In their sheets of course. Downy promises that every night you crawl into your sheets - for one entire week - you will smell fresh sheets!

Staying in line with P&G's promise last year, Downy has established a Facebook presence that is actually worth checking out. Ads direct consumers to http://www.facebook.com/downy, where they can “share [their] love of clean sheets.” They also give a plug to their cause marketing program, "Quilts for Kids."

Great photos on Facebook. Nice linkage between the brand (providing comfort) and philanthropy. Great opportunities for storytelling.

No surprise from the 2009 Marketer of the Year. Congratulations Procter and Gamble on a job well done.