CMFF 2018 Markus Einhorn
Posted: Sun Dec 22, 2024 4:43 am
In addition, AI helps us to understand topics better. To understand customers better. It goes beyond staring at a dashboard and beyond demographics and geographic characteristics. It brings us closer to the core. It gives us insight into the vision, beliefs, interests, personality and motivation of the customer. So we know faster and better which decisions to make. We can create specific content because we know who we are writing for, what to write about, how to write about it and when. That's where the magic happens.
The product is the story
Markus Wörner from Einhorn condoms was my hero of the day. He tells how you can increase traffic without paying for it: by letting the product tell the story. They figured that people don't like buying condoms, but they do like chips. So why not put condoms in a chip package? Or condoms in a dinosaur head, complete with a certificate for coolness , stickers of vaginas and other fun things that people like to share. Like their statement that you can get twenty-one orgasms with seven condoms (1 for the man and 2 for the woman), for which they even got sued.
Photo by Markus Wörner
Wörner was inspired by this and cleverly countered criticism by going out on the streets and asking for attention for the 'right of women to two orgasms'. Making these kinds of statements is a clever way to build and get their involved community on board. And it earns them quite a bit of media.
It also helps that their look and feel and tone of voice are uk whatsapp number nice and bold. And that they invest 50% of their profits in these kinds of social projects. For example, they asked the community to take good care of their condoms on the shelves in the supermarket. The result: people posting pictures of themselves neatly pulling the shelf. People enjoy it, the content spreads itself and it is also authentic.
And it has to come from your DNA
Wörner has three focal points:
Fight and hug . Not about your ego, but about a certain subject
Produce a fair and sustainable product
Don't copy anything, but be really different
In addition, at Wörner it is simple: if you treat people like adults, they will behave like adults. Everything they do is transparent. You can work when you want and where you want. You decide what you earn and how you organize your day. As long as you do your best for the company. These are not campaigns made up by a marketer. It is simply in their DNA.
The product is the story
Markus Wörner from Einhorn condoms was my hero of the day. He tells how you can increase traffic without paying for it: by letting the product tell the story. They figured that people don't like buying condoms, but they do like chips. So why not put condoms in a chip package? Or condoms in a dinosaur head, complete with a certificate for coolness , stickers of vaginas and other fun things that people like to share. Like their statement that you can get twenty-one orgasms with seven condoms (1 for the man and 2 for the woman), for which they even got sued.
Photo by Markus Wörner
Wörner was inspired by this and cleverly countered criticism by going out on the streets and asking for attention for the 'right of women to two orgasms'. Making these kinds of statements is a clever way to build and get their involved community on board. And it earns them quite a bit of media.
It also helps that their look and feel and tone of voice are uk whatsapp number nice and bold. And that they invest 50% of their profits in these kinds of social projects. For example, they asked the community to take good care of their condoms on the shelves in the supermarket. The result: people posting pictures of themselves neatly pulling the shelf. People enjoy it, the content spreads itself and it is also authentic.
And it has to come from your DNA
Wörner has three focal points:
Fight and hug . Not about your ego, but about a certain subject
Produce a fair and sustainable product
Don't copy anything, but be really different
In addition, at Wörner it is simple: if you treat people like adults, they will behave like adults. Everything they do is transparent. You can work when you want and where you want. You decide what you earn and how you organize your day. As long as you do your best for the company. These are not campaigns made up by a marketer. It is simply in their DNA.