I didn't want to...

But after watching this video on the marketing expertise of Radiohead, I had to.

Watch it. It's worth it. It's interesting to see how keeping something simple and giving fans (customers) the tools to engage leads to (GASP!) engagement. Why make it hard to do a UGC remix? The people doing it already love you. Others will trickle in and either convert or be impressed.

So, now that I've achieved the basic find a nugget of insight that someone else already found and repost it, I'll move on to my own. Luck for us, it also involves online marketing so we won't have to completely shift gears.

Seventh Generation, makers of natural home cleaning products, recently launched a digital campaign. Banner ads. Microsite. All that jazz. Nothing earth shattering about that.

But there's also a page for "Show What's Inside" which is where I think things get interesting. It seems like every day we hear about a new chemical that causes cancer or speeds the aging process or is just generally bad for you. Obiously, part of Seventh Generation's deal is NOT having that problem by avoiding things that are toxic. But, even with the whole natural focus, they still have some ingredients that the average Joe or Jane wouldn't know. And compared to the rest of the playing field, SG's product ingredient lists read llike haiku versus Petrarchian sonnets.

Answer? Create a widget for PC that allows you to look up ingredients. Even better, make that widget mobile so you can put it on your phone and TAKE IT WITH YOU TO THE STORE. Now I don't know what their market is because I didn't plan for this, but my assumption is Gen X, a few kids, "care about the environment," trying to be organic, definitely have a cell phone (probably a smart phone) and willing to look into things as a skeptic. That's gut though. Should that be the case, this work is brilliant because it allows naturally curious consumers to assess the claims of SG vs. the big guys and choose SG based on merit alone.

Educate the consumer. Help them make objective decisions. Engage them on a natural level in a natural setting. Get a customer.

http://www.quantcast.com/seventhgeneration.com