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Hey Invisibleinkdigital, thanks for your comment.
In terms of cost, I would say that Greenpeace spent a lot less than Nestle. It's a classic case of leveraging social channels and influence in a David versus Goliath type battle.
FYI, the success of Greenpeace's lobbying means that Nestle stopped sourcing unsustainable palm oil, so you can keep eating Kit Kats.
Dodge, there is a clear statement in the post that I have been working on the campaign, so your accusations around transparency are completely unfounded.
The case study is most relevant for the Australian market, but the insights around the social strategy featured in this article would not be available to external commentators, so others can benefit from the strategy that's been put in place.
Hi Cory, thanks for your comment. The Pepsi Refresh site uses more than just hashtags to display the clues and winners.
The clues and winner pictures have to come from the @PepsiAustralia account to begin with, and then only those tagged with the relevant hashtag get aggregated to the site. It stops the hashtag spammers, and it keeps the content displayed on the site completely relevant.
Thanks for this Jerry, its the result of this policy that makes Social Media Today a top resource globally. For me its always an honor and a bonus being chosen by your editors, and having an article featured.
Interesting that you picked up on the story I broke about the Habitat UK hashtag issue. It was after it went viral here on Social Media Today that Habitat's PR office contacted me and asked me to publish their apology on their behalf that the fact that it was the intern was revealed. Habitat UK PR made the comment admitting it was the intern on the apology post which again appeared on Social Media Today.
Rather than focusing on the interns, who are the juniors in the equation, its about the leadership and experience in social media channels (or lack thereof) demonstrated by the managers of these marketing teams. Whether social media campaigns are a success or a failure the interns should not be held responsible - let's remember they are really only executing what they are told to do by their managers.