Kodak zooms in on target audience

12/22/2009 | Advertising Age (tiered subscription model)

When Kodak wanted to launch a new social-media campaign, it turned to Ogilvy Public Relations to identify and target influential Twitter, Facebook and blog users. Like a number of other social-media shops, Ogilvy now looks beyond simply the most famous or widely followed social-media users, and instead applies specialist metrics to locate users with the most influence in a given market. That, in turn, allowed Kodak to target the specific bloggers and enthusiasts most likely to create a buzz around its campaign.

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