TC Media, Canada’s leading provider of media and marketing activation solutions, recently rolled out this innovative custom interactive ad unit with a TINT feed embedded inside to draw attention to a slightly awkward subject (ahem): bums. It’s social media in ad units at its finest.
Cottonelle’s cheeky #letstalkbums campaign creates awareness of Cottonelle’s product line and hilarious content, encouraging women to ‘talk it out’ on social media when it comes to their clean routine.
“It’s a microsite concept in a rich media ad unit,” explained Nigel Reoch, developer of the ad unit at TC Media. The expandable catfish ad (pictured above, top) allows users to click through to videos and the TINT feed. “Interaction in the ad unit is high and the client loved the concept,” he added. The ad has so far generated over 1M impressions on the site, with over 12K social posts from around the social networks.
The ad unit is the first custom ad with dynamic social functionality that TC Media has produced, with future iterations in the works. “The authenticity of the user-generated content helps grow the momentum of conversations — which then creates more content that can be captured & repurposed by the brand,” says Aleece Germano, who heads up social media at TC Media. “We use TINT because we can hand-select the content that best accompanies the message and get creative with the live feed.”
We can’t wait to see what’s next from TC Media. Til then, #letstalkbums!
CREDITS
Name Company Position
Alicia Perrotta TC Media National Account Executive
Samantha Garner Mindshare Canada Senior Associate
Nigel Reoch TC Media Technical Specialist
Dan Kishchuk TC Media Art Director
Kendal Warrick TC Media Digital Integrated Account Manager
Selim Estephan TC Media Director of Advertising Operations
Aleece Germano TC Media Interim Director, Social Media
For more information:
Melanie Montplaisir
Project Lead, Communications and Social Media
514.392.2013
Have you seen social media posts inside ad units to convert audiences? Let us know in the comments below!
