A Facebook first for Meerkat

Aleksandr Orlov of Compare the Meerkat has launched his latest tv ad. It’s a great new ad in this very successful series but what makes it unique is that it was released exclusively on Facebook before airing on tv. The campaign’s 600,000 friends were treated to this exclusive preview first.

Compare the Meerkat is great example of a campaign that has been extended to social media spaces to fully tap into Aleksandr’s popularity. In addition to the huge Facebook group, the campaign has been able to grow approx 27,000 twitter followers and the character’s history is fully developed on wikipedia. The latest branch of the campaign will see Aleksandr hosting his own web show which will feature celebrity interviews.

The agency behind the campaign, VCCP, claim that in the first 9 weeks of the campaign brand awareness of Comparethemarket.com tripled from 20% to 59%.

Whether you find it annoying or fun, the ongoing creativity and character development behind this campaign is brilliant. It’s a great example of building community around a brand icon or character.

OTHERS ON MEERKAT

Just how social was compare the market campaign

Compare the Market’s brilliant viral campaign