The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope for the industry to swing back this year.
The field, along with the professionals, has evolved based on these events. How will the industry continue to change? What are the skills industry professionals are looking for in new hires?
There have been several skills that have changed both professionals—and the industry—forever, that we need more of, such as:
Instagram is a great place for your brand to be. Why? Because you can easily develop your brand and spread your reach. It can be scary not knowing how to make your page great and attract more followers. But the truth is, using Instagram in an effective way is pretty easy. Check out these ten Instagram growth strategies to up your Instagram game.
1. OPTIMIZE YOUR PROFILE.
Optimizing your profile involves more than just having a fun profile picture. Your profile is the place people go to to get a feel for your brand, so it needs to strongly represent you! First things first, your profile picture should have your logo in it and your account name should be your brand. Next, make sure that your description includes a link to your website. If people are interested, they will want to see your website so make it easy for them. Lastly, put your slogan in your bio or write some fun sentences about your company that will draw people in. Remember, Instagram isn’t Linkedin, it’s more of a laid back, social app.
2. POST CONSISTENTLY
Let’s say people go to your profile and like what they see so they follow you, and you don’t post for the next two weeks. By the time you post again they will have lost interest. Let’s say instead you post four times in the two weeks prior to when they follow you and then don’t post for a month. Once again you will lose their interest and lose them as a follower. So, post consistently. Try to post two or three times a week. There is such a thing as overdoing it. If you post too often, people will get annoyed because they only see you in their feed and will stop liking your posts and eventually unfollow you.Find a balance and stick to it.
3. MAKE WEEKLY POST CATEGORIES
Every Wednesday at Colibri we post a Wednesday #WomanPower post on Instagram about a woman who inspires us. Posts like these keep followers looking forward to next week’s post and therefore they stick around. Here are some ideas to inspire a weekly post for you: If you are an influencer who focuses on clothing, you could do #ThriftyThursday where you post your favorite thrift store and thrift finds or upcycling tips on Thursday. Are you an interior design brand? On Fridays post your favorite #CoffeeTableRead.
4. ENGAGE WITH YOUR AUDIENCE
Engagement from your followers is super important. It helps build a following and means you have loyal customers. But how do you get engagement? Start engaging! Ask your followers to comment about something in the comments of a post, or to tag someone who inspires them on a Wednesday #WomanPower post. Shout out your followers in posts, respond to their DMs and comments or repost or comment on their posts about your brand. That way, your followers will want to engage with you because they know you will respond.
5. POST PERSONAL AND CLEAR IMAGES
If you always post stock photos, you won’t get likes. Your followers won’t trust you and will eventually unfollow you. People want to see into your brand so you need to post personal and real photos. Try to post clear and aesthetically pleasing images as well. Keeping to a certain color scheme and style that matches your brand is a good way to make your feed appealing while staying on brand.
6. MAKE FUN STORIES AND USE THEM CONSISTENTLY
Stories help keep your followers engaged and are a fun way to connect. Try making stories where you do polls or show the behind the scenes at work. Stories are not only fun to look at, but they are also fun to make. Get creative with it! Don’t be afraid to use filters and stickers. Use your stories to promote new posts or new blogs on your website.
7. DON’T BE AFRAID OF INSTAGRAM TV
Instagram TV can seem scary because it is live. Here are a few tips to make it easier:
- The first few times you use Instagram TV, record your video first. The videos don’t actually have to be live!
- Do an interview and ask your followers for questions. This way you can engage with your followers and won’t run out of questions.
- If you own a warehouse or studio, show a behind the scenes of your space. You can also engage with you followers by asking them to guess what certain machines are, see if anyone has used them, etc.
8. MAKE YOUR CAPTIONS INTERESTING
Writing captions is the hardest part of Instagram for me. After writing and deleting tons of captions, I usually go with what I first wrote, so my advice is to trust your gut and don’t be afraid to make some jokes! If people are intrigued by your photo they will read your caption. You want your caption to satisfy their interest and encourage them to comment so make sure your captions are compelling.
Takeovers are when brands partner with influencers or other brands and post in each other stories for a day. This is a great way to give your followers fresh new content while also being introduced to new potential followers. In your takeovers you can show behind the scenes from your office, what a day in your life looks like, etc. Have fun and get creative with takeovers.
10. USE HASHTAGS
Although hashtags may seem old school, they do so much for your brand on Instagram, so use them! They help people find you and introduce you to new followers. Make sure you use a consistent set of hashtags to describe your brand as well as more detailed ones to match the theme of your post. This way people will find you through a variety of searches. You are allowed to use up to 30 hashtags but using between 5–11 is best. A lot of people put their hashtags a few lines below their caption so that it’s easier to understand. To do this they put a period in every line to create space and then put their hashtags.
Instagram is an app that you can really get creative and have fun with, so don’t be afraid of it. If you follow these Instagram growth strategies and adapt them to your brand, your Instagram presence and following will improve. The most important part is that you keep up all these new practices. Make a plan that is sustainable for your brand and stick with it. Now go and have some fun growing your Instagram
Public relations is a demanding business, mostly because of the conditions of digital media. Consumers access multiple online channels on an almost constant basis, so keeping your brand both visible and positively received by the masses can be troublesome for the busy entrepreneur. Many entrepreneurs, especially those helming startups or small businesses, simply neglect their public relations development strategy, believing it to be a secondary priority. But no matter how busy you are, you can make time for these simple, yet effective, PR strategies:
1. Cultivate Testimonials. Testimonials are your best friend as an entrepreneur. Depending on the medium you use for your inbound testimonials, you could enjoy the benefits of increased brand visibility, increased user trust, increased SEO authority from external links, and an increased propensity to go viral with a product or campaign. Encourage your users to post written and video testimonials on their social media profiles and external sites. You can offer them a small reward in exchange for their honest opinions, or sponsor a competition that recognizes a random participant. Initiating a steady flow of user testimonials is a way to let your customers do your PR work for you. Consumers trust other consumers more than brands anyway, so you’ll be able to build your reputation naturally without doing all the work yourself.
2. Make the Most of Your Press Releases. Have a plan in place to submit regular press releases whenever your company does something newsworthy. Press releases can be a great source of external links for SEO, since they’re usually published on high-authority news sites, plus you’ll get a boost in brand visibility from the shared readership of each publication. But press releases don’t have to be one-use-only. If you’re already creating and distributing your press releases on a regular basis, you can tap them for additional PR value without spending much additional time. For example, you can post a variation of the press release on your own site as a blog entry, possibly adding an extra feature like an interview with your CEO. You could also repurpose it into a whitepaper, or include it as part of an informational packet. It’s a form of recycling, which will let you take advantage of the press release’s full value.
3. Set Aside Ten Minutes a Day. If you’re having trouble keeping up with the nonstop social media posts and constantly evolving news landscape, you’re not alone. It’s almost impossible to keep up with everything. But instead of giving up and no longer trying to get involved, try setting aside ten minutes a day — an amount of time that almost anyone can afford to allot. Ten minutes a day will give you an opportunity to scan your news feed, figure out the gist of what’s been happening, and reach out to at least a handful of followers. You may not get time to answer every query or post lots of messages, but it will establish your brand as one that cares enough to make a daily effort.
4. Focus Your Strategy. It can be tempting to pursue every possible channel and target every possible demographic, but for the busy entrepreneur, that’s an inefficient strategy. Instead of trying to do twenty things with an average success rate, narrow your strategy to do one or two things with the best success rate. For example, if you’re trying to build a following on five different social media profiles, instead focus on building an audience for one (with the other four on the back burner). You’ll have a smaller potential audience, but the audience you end up with will be more passionate, more loyal, and more enthusiastic about your brand.
5. Leverage the Power of Influencers. This is another way of letting others do your PR work for you. Instead of spending hours a day trying to force your way into new markets, make friends with a handful of influencers and ask them to do the work for you. For example, if there’s an industry leader with a huge following, you could ask him/her to tweet a link to your latest press release — or if you’re on good terms already, you could ask him/her to create a testimonial for you. If they honor your request, you’ll gain almost-instant access to their audience, adding their range of visibility to your own without significant extra effort.
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.
When you go through McDonald’s drive-thru there's one thing that's almost inevitable: eat your fries before you get home.
"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.
Advertising Agency: TBWA Spain
The campaign focuses on the transformational effects that come with knowing another language. Highlighting the claim Understanding Changes Everything, two new TV Spots show how small interactions in other languages can have profound effects on a personal and professional level.
It’s the first cooperation between Babbel and the award-winning Amsterdam-based production company Media Monks together with creative director Charlotte Moore.
While much of the language learning space is about promoting language skills as a bullet point for your résumé or a tool for your next holiday, Babbel wanted to dive deeper. “It’s true that learning a new language can change your cognitive skills, your career options or your personal life”, says Charlotte Moore, Creative Director for the campaign. “But deeper than that, beyond that, it enhances what you understand about yourself and the world around you. When you put people together who share that experience, the possibilities of change for the better increase dramatically. Understanding is a power for good, and Babbel takes the responsibility of spreading it through language-learning very seriously.”
The message: Learning a language isn’t just a transactional skill, but a life-changing activity that changes how you see other people and therefore the world. Babbel’s courses, developed by language learning experts give users the necessary confidence to engage in a conversation with others. The efficacy of the courses has been demonstrated in several studies in collaboration with, for example, Yale University.
To test how this messaging would resonate in the markets before launch, Babbel enlisted the help of the market research institute IPSOS. "After talking to consumers globally, we understood that they wanted to be inspired to learn a language, but also wanted to know more about the benefits of Babbel,” says Ana Cavalcanti, Head of Creative Operations at Babbel.
“This is why our creative strategy addresses both, with a brand spot that delivers a fresh perspective of Babbel that inspires people to start their language learning journey, and a product spot that reminds learners that Babbel's expert-crafted learning experiences will motivate them and help them achieve the gratification of speaking a foreign language."
The international campaign kicks off with the two TV spots in 30-, 20- and 10-second formats in the United Kingdom, Germany, Switzerland, Austria, Canada, Brazil, France, Italy and Spain. Besides TV the multi-channel campaign will be rolled out across social media, display, YouTube, PR channels and SEM.
We anonymously asked people all over the world to “draw ketchup.” The result? They all drew Heinz.
Idea by: Agency Rethink -Canada.
Total and ultimate brand building is when your product is synonymous with the category. When you become the industry not only one of the top of mind brands.
The world deserves witnesses. Our minds tend to bias for negative events, a quality often stoked by all the things seeking to stimulate us over the course of the day. But there are millions of tiny miracles occurring around us all the time. When we don't look, we miss them. A whole life could be spent missing the beauty of watching someone you love breathe.
This is what TBWA\Paris conveys, so warmly, in camera maker Leica's "The World Deserves Witnesses."
It begins: "This is it. This is our world. Our small world, where everything happens…"
That voice you hear is American photographer Joel Meyerowitz, who gave us this compelling puzzle of a picture circa 1974 or 1975. In the video, his voice ripples with emotion as he lists all the everythings happening around us: revolution, peace, war, hate, love, tragedy.
Some 30 photographers contributed to the campaign, and their images punctuate each word. The work is so beautiful, the juxtapositions so mindful, that it's helpful to stop and really look at them: Peace is two men mirthfully kissing. Women in the trenches, wearing varied expressions, illustrate war. A stuffed bear sits, as if on a trip, atop the wheels of a tank for "the killing." A bodybuilder, shiny and proud, represents hunger; a nun licking ice cream is "the little sins."
Maybe we are more sensitive to the impact of this ad since the presidential inauguration, whose many images, shared over and over across social media, seemed so replete with promises. But this past year, and its many trials, also reoriented us, forcing people to interrogate what is truly important to them. Some manifested the answer to that question by getting really political on social media. Others quit jobs or left cities, left partners. Still others learned to bake an awful lot of bread.
There is something of that here, too—this sense that we are just more aware of the world itself, not as an abstraction but as a living place where we also live, and that requires as much nurture as we do. Dreams of joining a Musk-powered Mars colony aside, this really is it, as Meyerowitz says at the beginning. This is our world, our small world. Where everything happens.
The video "manifesto" was developed using only existing photos; none were staged to suit the campaign, and nothing was retouched or altered. It will air online, with accompanying visuals to appear in more than 15 countries. Images will rotate and change over time.
"I had goosebumps down my arms and along my ribs when I first saw the video," Meyerowitz, who also contributed an image, says. "It was astonishing! It was more human and inspiring than anything any camera company has ever done! No doubt about it."
Below, check out the gallery of prints.
Brand: Andrea Pacella, Director Global Marketing & Communication Jérôme Auzanneau, Global Director Brand, Partnerships & Accessories
TBWA\Paris: Renaud Berthe, Matthéo Pressmar, Alexandre Stachowiak Executive Creative Directors: Benjamin Marchal & Faustin Claverie Associate Creative Director: Philippe Rachel
Associate Creative Director: Carl Härborg
Art Purchase: Elise Kubler, Isabelle Jaubert
Legal: Caroline Paillard
Post-Production: Eléonore Girard
Sound Production: \Else
Composer: Niccolò Pacella
Head of Music and Sound: Olivier Lefebvre
Sound Director: Fabrice Pouvreau
Sound Engineer: Alexandre Robieux
Photographers (print in bold):
Emily Garthwaite /Institute
Sarah G. Ascough
Véronique De Viguerie
Godong/ Getty Images
Hulton-Deutsch Collection/ Getty Images
Bruce Gilden / Magnum
Outside of that, no shenanigans are permitted.
When the clearly-defined rules are tampered with, the IOC gets very angry. They impose steep sanctions on those who transgress.
Meanwhile, with marketing, the brilliance often occurs at the edges, the tiny, hidden grey area between what is allowed and what isn’t. It is in this small pocket, that guerilla marketers unlock fortunes.
This is why this story is so brilliant.
Usain Bolt owns the word ‘fast’. He is sponsored by internet companies. He is sponsored by jogging apparel.
And at the time, he was heavily sponsored by Puma, who was paying Bolt $10M a year as his primary sponsor, making him the face of the company.
They needed to capitalize on the Rio Games to justify this investment. Running a mere minute-long commercial would cost millions. And they lacked the budget to become a full-blown Olympic sponsor.
They needed a workaround.
Usain Bolt flew across the finish line in 9.81 seconds, securing his gold medal.
He lifted his golden shoes high up in the air, striking his pose, and then took a lap around the stadium
It was all staged.
And as soon as he’d crossed the finish line, the marketing department at Puma kicked into high gear. It was 4 a.m. in their German offices. Their social media teams started carpet bombing social media with these images:
Notice this image doesn’t include a picture of Bolt or a reference to the Olympics. This was deliberate.
If you look at the actual footage from the race, he was wearing his gold shoes but they were modified:
The Olympic Committee had strictly forbidden marketing slogans being displayed by athletes. This was enforced down to the most minute details.
How Puma and Bolt Tricked Everyone
Technically — they hadn’t broken the rules. At the time of his race, the phrase was not an official marketing slogan. It was just in the moments after that it became one.
Additionally, and with a slight twist, the phrase on his shoes ‘forever fastest’ was simply a homage to Puma’s official slogan ‘forever faster’, which was named after Bolt in the months prior.
Bolt and Puma planned beforehand that he would hold the gold shoes up while doing his pose to help them be seen on cameras.
The inscribing on the insoles of his shoes was also deliberate. Bolt was zoomed in on more than any other athlete during the Olympics.
There was an additional reason Puma didn’t reference the Olympics or medals when posting Bolt’s shoes: they didn’t need to.
Everyone on the planet who was following the Olympics knew Bolt won his 100m when they saw these images. They knew exactly what Puma was talking about, without Puma having to be explicit.
By circumventing the rules, they’d pulled off a monster free advertisement that would have easily cost them tens of millions to buy. In turn, it led to more than $50M increased sales of their product in the following months.
Meanwhile, Nike was infuriated. They’d paid more than $100M to be the featured shoe brand of the Olympics. They threatened legal action in the aftermath, but when push came to shove, there was nothing more they could do.
Following these Olympics, the IOC had to tweak the marketing rules yet again which, when it comes to ambush marketing, is the surest sign of a win.
The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope...
The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope...
Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out cha...