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How a meerkat became a social media hero, creating a cult brand
Amelia Torode Admap September 2009, Issue 508

How a meerkat became a social media hero, creating a cult brand Amelia Torode Admap September 2009, Issue 508

How a meerkat became a social media hero, creating a cult brand
Amelia Torode

There's a new cult advertising hero in town, breaking hearts and smashing business targets. His name is Aleksandr Orlov and he is an entrepreneur from Moscow. In his mid-40s, about two-and-a-half feet tall, he is highly opinionated and very furry. That's because he is a meerkat or, to be precise, a 'business-meerkat' the founder of

CompareTheMeerkat.com, the world's premier meerkat comparison website. Key in a few details, such as the size of meerkat you are looking for, your hobbies and your preferred meerkat location, and you're away. Aleksandr, Sergei (his trusty IT manager) and the integrated team at VCCP have built a website, developed innovative social media platforms and launched a database containing thousands of different meerkats. Aleksandr is adamant that everyone should be able to find their ideal meerkat. Since CompareTheMeerkat.com launched at the start of 2009, over five million people have compared meerkats, over half a million have become fans of Aleksandr Orlov on Facebook, and he has been heralded as a modern communications visionary for his integrated, innovative use of digital and social media platforms. INTRODUCING ALEKSANDR If you are not from the UK, or have not seen any CompareTheMeerkat.com content online, you might be forgiven for being confused. A talking Russian business meerkat? A meerkat comparison website? What's going on? The best place to start is http://www.comparethemeerkat.com/. But before you read on, go to the site, have a look at Aleksandr's TV ads (and the very funny TV out-takes) and compare some meerkats for yourself see if you can find the right meerkat for you. Remember to keep the sound up on your computer.

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