Understand your brand’s fan and turn it into an advantage which can in turn, expand your viewership! That’s what Mad Men did.

With their social media campaign to ‘mad men’ yourself.

To answer the brief of increasing viewership of Mad Men Season 3 from 2 to 3 million people, Deep Focus (AMC’ Tvs agency) spotted a fan (who is an illustrator) ‘mad menning’ herself on her blog, and hence hired her to be the creator for hundreds of avatarsof mad men fans.

Takeaways for all marketers:

1. “Know your audience, almost in the biblical sense,” advised Schafer.  Understand who they are, what they do, what media they like and their hobbies.
2. Reverse engineer success.  Understand how many good users you need to spread the word and create a successful social campaign  based upon your knowledge of your audience, what the ideal user looks like.
3. Make it easy for your best users to bring others into the fold.

The Mad Men Yourself campaign has in fact been so successful that it is still running, and Schafer said they plan to use it as part of the campaign to promote season four as well.

Via SmartBlogs.