Showing posts with label Social Media. Show all posts
Showing posts with label Social Media. Show all posts

27.1.21

Skyn condoms| ‘Pleasure is an endless exploration’



At the beginning of the global lockdown, SKYN® started their quest to encourage couples to seek pleasure with two campaigns created by Sid Lee: Stay and f*** at home and The Pleasure Calendar.


“Pleasure is an endless exploration”, directed by Matt Lambert out of production company PRETTYBIRD UK, continues to build on this strategy by encouraging people to keep exploring.


In a world where we need to avoid touch outside, being stuck indoors gives us an opportunity to explore the touch of intimacy more than ever; and at a time in which we can’t travel far, the possibilities to discover through pleasure are limitless – a whole new world right at our fingertips.

With that in mind, SKYN® and Sid Lee have created a cheeky ode to exploration, freedom and pleasure, by giving a twist to the most well-known song ever written about body parts: «Head Shoulders Knees and Toes». Through this campaign, SKYN® wants to encourage pleasure seekers to go beyond what they already know and start learning again, by trying, touching, exploring and having fun with their bodies.







The campaign is an invitation to explore pleasure, from the point of view of different communities, sexual orientations, and gender identities; with the engaged collaboration of director Matt Lambert, cinematographer Rina Yang, pop icon Peaches, and five real couples: @julyjones & @dakotarobinn, @violetig_ & @calmzulu, @theozero & @luisdejavier, and @efarnellwatson & @joshuajs91.

Matt Lambert of PRETTYBIRD UK, said:


"Much of my work over the years has focused on authentic representations of queer intimacy, love and sex. It was so exciting to be able to bring these worlds, and experience of directing countless intimacy/sex scenes, to a mainstream commercial space.”



The bespoke, adult, version of “Heads, Shoulders, Knees, and Toes” featured in the film was born from a global collaboration between teams in Paris and London, and Peaches (in Berlin), whose partnership was particularly important for the project. Musician, producer, director, and performance artist, Peaches is a legendary feminist pop icon who has spent nearly two decades pushing boundaries and wielding immeasurable influence over mainstream pop culture from outside of its confines, carving a bold, sexually progressive path that has opened the door for countless others to follow.

The brand is also announcing the launch of its freshly redesigned website, www.skyn.com, designed by Sid Lee. The new site goes beyond the norm and reflects SKYN®’s commitment to the exploration of pleasure. Through its digital overhaul, the brand extends the commitment towards genuine intimacy, by providing thoughtful curated tips and advice on a variety of topics. In the online shop customers can find the brand’s full range of products, from its new line of toys to condoms.


The campaign, which debuted in Australia in November, followed by Brazil, will continue in the UK, US, France, Poland, Italy, and will include separate product films on SKYN®’s social media and a print campaign.

Advertising Agency: Sid Lee Paris, France
President: Johan Delpuech
Executive Creative Director: Sylvain Thirache
Creative Directors: Céline Mornet Landa, Clément Mornet Landa
Creative Copywriter: Paula Hochberg
Creative Copywriter: Jillian Young
Art Director/Editor: Yoann Plard
Art Director: Layla Gras
Art Director: Adriana Guix
Art Director: Olivier Bodet
Head of Production: Thomas Laget
Producer: Marine Redon, Benoit Fernandes
Head of Social Media: Alexandre Ponte
Social Media Manager: Jeff Deconchat
Head of Strategy: Bruno Lee
Strategic Planner: Sarah Herbain
Managing Director: Mehdi Benali
Group Account Director: Héloïse Marchal
Group Account Director: Jessica Ferris
Account Manager: Paul Pieuchot
Global Marketing Strategy Director: Marta Toth / SKYN
Global Brand Marketing Manager: Nicolas Woussen
Production: PrettyBird UK
Director Matt Lambert
DOP: Rina Yang
Social Media Photographer: Ben Cole
Executive Producer: Juliette Larthe
Producers: Meghan Willcox, Amalia Rawlings
Production Manager: Benji Landman

McDonald’s| Sebas&Alicia



When you go through McDonald’s drive-thru there's one thing that's almost inevitable: eat your fries before you get home.

From this insight was born the latest promotion of McDonald's with the purchase of at least one McMenu, they give you some fries for you to enjoy along the way.

"Sebas&Alicia" is the name of the campaign created by the advertising agency TBWA\Spain. It tells the benefit of the promotion through the love story between a boy passing through McAuto and a girl who works at McDonald's.

The campaign consists in 2 TV commercials with durations of 20" and 10", and a 3-minute video that we can see on McDonald's YouTube channel and on the brand's own social networks.

The campaign has been directed by Maxi Sterle and Rodrigo García Saíz, and the production was directed by Central Films.

It’s an impressive leap by the agency to turn a McDonald’s promotion into an opportunity for brand building and entertainment. There are ten and twenty second cut downs too, but this full length version is worth a watch.



Credits
Advertising Agency: TBWA Spain
Chief Creative Officer: Juan García-Escudero
Creative Directors: Javier Martínez, Pablo Fernández
Art Director: Joan Guardiola
Copy: Lucía Santos
Brand Leader: Javier Villalba
Account Manager: Dolores Sánchez
Account Supervisor: Ana López-Perea
Executive Account: Alicia Aranda
TBWA Producer: Elisa González
Production Company: Central Films
Directors: Maxi Sterle, Rodrigo García Saíz
Postproduction: Serena
Client Contact/ McDonald’s: Natalia Echeverría, Héctor Rivero, Susana Herrera

26.1.21

Key digital trends for 2021

 Here are the seven digital trends for 2021.

1) Changes in B2B & B2C marketing strategies – Creating efficient strategies in lead generation and relationships

As well as engaging, social media now has to deliver sales results, and this is visible when a company begins to measure such results effectively. With the pandemic, some business models have been accelerated, such as online retail, click and collect, frictionless retail, and D2C e-commerce, changing the way companies position themselves to meet customer needs. Today, one of the basic principles of any content strategy is generating leads to build relationship with potential customers.

In the strategic domain, a big hit this year is expected to be big data-based natural language processing (NLP), which should help gain better understanding of the information obtained through big data systems and thus ease user interaction. Other highlights are the Data Warehouse (predictive, prescriptive, descriptive or diagnostic analytics) and Dark Data, which refer to all information that companies collect, process and store in the normal course of their activity, but are not intended for any other specific use.

2) Will 2021 be the year of AR and AI?

We are currently in the third wave of the Internet, a stage where Virtual Reality (VR), Augmented Reality (AR) and Artificial Intelligence (AI) are already part of all (or almost all) aspects of our lives. With these tools, brands can go beyond screens: they can experiment new formats and increase their creativity. However, like all new technology, using this resource requires a large investment in the development of prototypes.

Another factor pointing to the growth of Augmented Reality is the 5G technology, which should soon revolutionize how we connect with the Internet of Things (IoT). In the area of Artificial Intelligence (AI), we can expect a significant advance in technology being used to improve workflows and the buyer’s journey through personalization and hyper-personalization. In marketing, automation should go beyond naming the person to whom the message is directed; however, as artificial intelligence advances, some companies, such as content agencies, may probably be adversely affected.

3) Entertainment, Music, & Games – Creating online communities through influencers

It is often said that one of the paths to the future of social media is entertainment. However, several brands have difficulties in creating attractive content to their customers. An extremely viable solution is to team up with influencers who already do it very naturally. After all, real people connect with real stories, and nothing better than working with great opinion makers to bring entertainment to consumers who are increasingly demanding and seeking true connections.

Another big news is Spotify Studios , launched in 2020, which is aiming to include video podcasts. The gaming world is promising too: for instance, Fortnite has already performed several initiatives, such as including DC Comics characters in the game.

4) Flywheel – The clients are in the center

Several markets have used data captured in the digital environment and creating segment-oriented messages based on the user’s personal characteristics. Now it is time to have these data used not only by the marketing team but by the entire organization in a more strategical fashion aiming to design new products, services and solutions, and place the customer in the very center of all operations. Part of this change is related to the m-commerce, whereby purchase is made via cellphones. By the end of 2021, mobile devices are estimated to generate nearly 73% of the total e-commerce sale record, which entails that we need new digital strategies, especially content-centered strategies.

5) Engagement with purpose – Diversity and inclusion initiatives

Changing people’s lives through the enterprise’s activities is a growing trend in the market. Embracing diversity is currently a challenge for brands of which the public demands a more authentic position and long-term actions. Therefore, organizations should not decide to support a cause if they do not intend to live up to the expectations through actions. For example, if an organization is willing to invest in an LGBT-oriented campaign, it must ensure that its employees hold this ideal, provide job opportunities to this demographic, and treat LGBT people adequately. This is the only way for the campaign to be effective. This applies to any other topic of interest. Brands approaching diversity-related topics is a response to the constant changes in society, but it is necessary to be cautious and avoid superficial approaches.

6) New possibilities – Virtual Assistants, Twitch, TikTok, WhatsApp, Shoploop, & Kormo Jobs

Both voice search and use of virtual assistants such as Alexa and Siri should be taken into account in 2021. With the increasing use of voice search, brands are supposed to produce content aiming at these platforms. Twitch, which is widely used by the gaming community, has gained new audiences. Chinese social media TikTok already has offices in various parts of the world capable of designing solid strategies for brands. WhatsApp has promised to become an important sales tool, especially for small businesses.

The latest is Shoploop, a new video application that has come to compete with TikTok, but it has a more commercial focus that can truly benefit electronic commerce. This new project comes from Area 120, a Google department dedicated to innovation. For now, Shoploop is still in its trial phase, but another novelty, also from Google, that promises to draw attention in 2021 is Kormo Jobs, the Asian LinkedIn, Google’s newest professional tool. Already available in India, it promises to become the newest website connecting professionals worldwide.

7) Creative Talent – Senior professionals with a disruptive leader

With the increasing value of digital marketing over the past months, native advertising and programmatical advertising have joined forces, and now must work cooperatively. Having a team well directed by a manager with robust global experience and holistic vision is of essence. Having a well-aligned team delivering projects by the deadline is no longer enough; it is also necessary to innovate and be disruptive, to have the ability to leverage the social media and content team and assist the marketing professionals to make important decisions.

For example, in 2021 digital teams should create strategies for Bing and Yahoo! as alternatives to Google, and consider programmatical advertising for wearables, including the popular smartwatches. All that must be discussed and strategically lined-up with televised merchandising.

2.12.20

How to Get the Most From Instagram for Your Brand

 Fearing to be left behind in the social media race, the vast majority of brands have ventured into social media space with little strategic thought or understanding of how to get the most out of their platforms. Many brands are using their pages as avenues to run short-term behaviour and reward activities which may harm brand value in the long term by teaching already loyal consumers to become sensitive to sales promotions (Kotler & Lee, 2008; Schultz & Block, 2012; Gambetti & Graffigna, 2010; Nelson-Field et al., 2012; Romaniuk, 2011).

How Brands Can Portray Authenticity on Instagram

1. Use ‘authentic’ cues

2. Personify the brand

3. Telling a lifestyle story

4. Using consumer-generated content

Summary: How to get the most from Instagram for your brand

5 Powerful Instagram Lessons

Virtual influencers are a growing trend now. Miquela and her creators are doing a fantastic job when it comes to developing storytelling and connecting to the audience. Marketers, influencers, and businesses have much to learn from her. From creating an excellent bio to selling a product, Miquela knows how to use her social media.
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Create a Good Bio

The bio is the first thing we see when we find a profile on Instagram. It is like the introduction of a text — it needs to make the user curious enough to scroll down and keep consuming your content. It’s the only opportunity to make an excellent first impression.

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  • What to write on the bio: She uses the bio to reinforce her values through the #BlackLivesMatter movement and to communicate that she supports @plus1org and @musicares.
  • The power of links: Miquela announces that her single, “Hard Feelings,” is out. She has a compelling call-to-action, followed by a link at the end that directs followers to platforms in which they can listen to the music.
  • Personality: “Change-seeking robot” demonstrates her uniqueness. She is a robot, and this makes her authentic. Miquela uses it to build her storytelling. She’s not a regular robot: she’s a robot on social media. At the same time, she’s not a typical influencer either, because she’s not human.

How to Sell

Miquela is not only a virtual influencer, but she is also a singer. Her account on Spotify has almost one million monthly listeners.

Repetition

The most substantial aspect of Miquela’s promotion is repetition.

  • Multiple posts: Since July 25, every single post on her feed references her song, “Hard Feelings.” That’s so far 22 pictures and videos, only on her feed.

Using multiple features

By promoting the song in different features, it’s simple to use the repetition strategy.

  • She uses multiple videos and pictures on the feed.
  • Her strategy includes both stories and story highlights.

Storytelling

Whenever Miquela releases a new single, she develops a story behind it.

Story Highlights

Let’s analyze Miquela’s story highlights:

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  • Titles: The titles of the highlights are in caps lock, which makes it easier to read. Besides, they are short — each of them in only one word since there’s little space there.
  • Music: All highlights refer to Miquela’s music. She heavily uses this feature to promote her work.
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  • Music: Miquela added her song to the “music” feature that’s available.
  • Icons: At the bottom, there’s the “swipe up” icon. This feature is a part of Miquela’s informal language, and this one is a clear call-to-action.

Adjust the Language to the Audience

This advice is as old as social media, but still overlooked by content producers: speak the audience’s language.

Captions

Miquela writes captions to every single post. She uses them to promote her sings — as seen before — and to connect with the audience.

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  • Emojis: She uses emojis at the end of the text.
  • Extended words: “Byyeeeee.”

Comments

The comments section is also essential for Miquela’s interaction with the audience. The picture below is a video in which she provides a sneak peek of her latest song, “Hard Feelings”:

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Miquela’s post on Instagram. Screenshot courtesy of the author.
  • Language: The style of the comment is remarkably similar to the caption. She maintains the same form of communication.
  • Emojis and abbreviations: Both elements present in the comment that make it informal.

Videos

Instead of long IGTV videos, Miquela focuses on short videos on her feed.

  • By making short videos, she gets the message across more directly.
  • Short videos are more engaging because they are faster to watch.
  • It keeps communication informal.

Other Features

Instagram is a platform with multiple features. Besides the ones mentioned previously, here’s how Miquela uses IGTV, location, and stories.

IGTV

IGTV is the least used feature in Miquela’s strategy.

  • Focus: Miquela uses most of Instagram features. The fact that she doesn’t use IGTV too much doesn’t matter, because she has plenty of good content for the other features, such as highlights and the feed.

Location

Miquela always uses exciting locations for the posts on her feed.

Stories

Stories are another Instagram feature that Miquela uses well. For the everyday stories, not the highlights, here are the different uses:

  • Reposting: Miquela often shares pictures from fans listening to her music.
  • Mixed content: both videos and pictures.

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