Posted on: October 26th, 2009 by Debbie Clark

This morning I was having my usual nosy through my Facebook news feed to see which of my friends have flu, who has lost their phone or keys and see who is looking forward to the wedding I am attending this weekend. It was then that I saw the following status from a brand I follow:

Alekandr, Orlov, Founder or Compare the Meerkat: I  am busy thinking of special competitions for an Aleksandr toy giveaway. Maybe I hold nationwide staring contest, or beetle cake bake-off?

1,297 people liked it and 218 commented on it with comments such as:
•    Best “seemples” impression on youtube! I so want an Alexandr toy!
•    Yummmy beetle cakes
•    give your wife away. super prize
•    Staring contest! Staring contest!!!
•    my 10 month old girl loves your adds so much, please can she have one. simples.
•    Meerkats’ Next Top Model competition would be good! And please do not only sell the little Aleksandrs in Harrods…

And the comments were speedily growing as I was writing this.

I thought it was just absolutely brilliant that a brand such as compare the market.com has developed a sub-brand which people are really engaging with; a real personality that the nation appear to be falling in love with.

It comes as no surprise to me to hear that this campaign has been successful in transforming the business not only with awareness but also the number of conversions from site visitors. It certainly had a positive effect on me from the point of brand recognition – if I need to compare products on the market, there is only one place that comes to my mind.