Bikinis help build Web site brand

David Kendall and John J. Strauss (both veteran Hollywood writers, directors, and producers) co-created AngryGreenGirl.com, a site that makes green "sexy" by using attractive women characters to educate men on environmental issues.


Client
: AngryGreenGirl.com (Los Angeles)
Agency: Beck Media & Marketing (Los Angeles)
Campaign: AngryGreenGirl.com launch
Time Frame: August 24-31
Budget: $50,000

David Kendall and John J. Strauss (both veteran Hollywood writers, directors, and producers) co-created AngryGreenGirl.com, a site that makes green “sexy” by using attractive women characters to educate men on environmental issues.

“We're trying to reach an audience that isn't normally turned on by green,” says Kendall. “This audience is more interested in emptying beer bottles than in recycling them. We want education disguised as entertainment and to build out a social network. Green stuff is [typically] whiney and sanctimonious. We want to be in-your-face funny and direct.”

Beck Media & Marketing was hired to create a splash for the August 25 launch. While beautiful girls in bikinis are certainly apt to capture attention, the concept isn't always the right way to send your message. However, when Tom McAlister, technology team leader at the agency, pitched a “hybrid only bikini car wash,” Kendall thought it was perfectly aligned with the site and would capture a lot of attention.

Strategy
Agency founder and president Todd Beck says the idea was to use the event to generate interest in the site among “dude space” bloggers, green bloggers, and mainstream media.

“AngryGreenGirl.com is a unique crossover destination for green living and guys,” Beck adds. “We need to relate directly to both segments. It was a combination of working to gain the attention and support of relevant folks across Twitter and blogs and of attracting broadcast media.”

Tactics
The one-day car wash was held in a parking lot in Hollywood on a busy corner near Highland and Franklin. Kendall explains that though car washing is “notoriously ungreen,” the event was made green by using a “waterless” car wash product.

Beck says targeting local broadcast media and environmental blogs was key. “Blog outreach coupled with traditional news coverage, organically led to coverage on related feminist, green car, and car tech blogs,” he explains.  

The team used Twitter heavily to communicate about the event, the site launch, online and traditional media coverage, and to link to photos and videos of the event. The Angry Green Girl character also has Facebook and MySpace pages, and information was pushed out there.

Results
Angrygreengirl.com attracted 33,718 visitors during launch week. That same week, the campaign also garnered more than 150 tweets (not authored by the team) and an estimated 3.42 million impressions (online and TV). Numerous green sites covered the launch, including Treehugger.com. Other outlets covering the story included Telemundo, MSNBC.com, Edmunds.com, and ChicagoTribune.com, along with local Los Angeles outlets like KNBC, KTLA, and KTTV. Angry Green Girl has 467 Facebook fans and 135 MySpace friends.

Kendall declines to report overall site traffic, but he says the campaign exceeded his expectations. He's particularly pleased with positive attention from Treehugger.

Future
The agency will continue to consult. Kendall says the focus is on building a strong social network, and new, unique features are being added to the site.

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