CLIENT
PaHoo Lab
YEAR
2012
INCIPIT
What’s PAHOO?
Pahoo is a small brand which focuses mainly on the creation of bags using waste products.
GOAL
Giving the brand visibility through an unconventional campaign.
STRATEGY
After analyzing the identity of the brand, it was decided to work on two essential elements:
- Plain the iconography able to make the brand recognizable
- The fabric that linked the iconic effect to PaHoo.
After finding these two elements, the strategy was planned and included four steps:
- Physical action – guerrilla
- Planned blog activity, and spontaneous articles in online newspapers
- Online uploading of a video (meant to become viral) that unveils what happened
- Subsequent press review
VIRAL VIDEO
As a part of the strategy, the video was meant to show how the “guerrilla” component was developed;
this is the reason why the video was the third step of the campaign, the one containing a clear reference to the brand for the first time.
Also the study of the name of the video is equally important:
it is deliberately non specific, coherent with the idea according to which the title has to draw attention without revealing the commercial purpose.
RESULTS/OUTPUT
obviously the results are considered in proportion to the user catchment area (the town of Alghero) of 35,000 inhabitants.
It would have been interesting to test the same guerrilla action in larger towns).
GUERRILLA ACTIONS:
Articles in local newspapers, blogs and sharing of photos of the guerrilla action on Facebook and Twitter.
VIRAL ACTION:
The video was among the top posts of wordpress.com for a week and half.
Surely all this campaign is explained better (with photos and screenshots of articles) on the thesis available here for download and below to read:
