Two Countries United by a Commoner

This article was just published in the Summer 2011 issue of Market Leader magazine (the house mag of the Marketing Society), showing the power of the “Will & Kate” brand and how well it travels across cultures, even before they were married… their effectiveness in opening the doors for British business around the world will be impressive if this is what brands have done before their marriage… (click here to read the full article)

“Who’d have thought a former British colony of 320 million people which declared UDI in recent history (well, recent by British standards) would so keenly want to rediscover their Britishness, embracing the idea of Royal weddings, calamari hats and pageantry with such gusto, such preoccupation, such envy, such marketing opportunities?

A number of Americans and their local brands celebrated the British milestone marriage of the Duke and Duchess of Cambridge in various ways – some tasteful,
some not:

  • Diet aid Slim-Fast launched a tweet campaign to capitalise on the excitement of the event by spending $120,000 to tweet anyone interested in William and Kate.  The Royal Wedding enthusiasts found the #royalwedding delivering tweets from Slim-Fast
    with the message “look good for your own wedding with the Slim-Fast diet and check out our Facebook page.”  At the start of the actual ceremony, 11% of all tweets on Twitter contained the #royalwedding hashtag.  A very successful strategy for the brand, as from the day before the wedding until early-May, its followers increased from 930 to 1,356 while their Facebook page fans jumped from 16,000 to 21,400 by 2 May.  Not a bad ROI from the investment despite this untargeted tactic.
  • Sign the giant Royal Wedding congratulations card in LA at Madame Tussauds in Hollywood, where you can write your personal best wishes to Will and Kate.  The oversized greeting card “… (read more)
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