Showing posts with label Brand Engagement. Show all posts
Showing posts with label Brand Engagement. Show all posts


Seize the Awkward| Ad Council

The term ‘woke-washing’ describes work that promises to improve the world but doesn’t take real action. Brands without a clear purpose who jump on the bandwagon are actually doing more damage than good.
Taking the luxury fashion sector as an example, we identified that personal relationships trigger positive commercial responses in consumers in four key ways:

Suicide is the third leading cause of death among young adults in the U.S., but it’s still a subject many brands shy away from. The Ad Council’s latest campaign aims to remove some of the stigma around the topic, urging teens and young adults to speak openly with friends who may be suffering in silence.

An estimated 76% of young adults turn to a peer in a time of crisis for support, according to a survey conducted by the Jed Foundation. What’s more, research from the National Alliance of Mental Illness reveals:

50% of all lifetime cases of mental illness begin by age 14, and 75% start by age 24.

Using these insights to inform their creative campaign targeting 16-24 year-olds, the teams saw an opportunity to break down some barriers surrounding the issue at a fundamental time when many are at risk.

“It’s friends who are most likely to spot the signs that their friends are struggling with their mental health,” says Will Lowe, Creative Director at Droga5. “So we wanted to empower young people to reach out to those friends and help them talk about how they are feeling; something which is shown to really help.”

This campaign proves the power that lies in uncovering an insight unique to your audience that can actually drive change. Not only does it give the brand a key purpose, it proves its deep understanding of its target audience and the challenges they face in everyday life.

Marketing- How to Turn Data into Insight in Five Simple Steps

Today’s marketers have access to an endless stream of data sources, but being data-rich doesn’t mean you know what works.

The skill lies in turning this wealth of granular data into compelling consumer insights – transforming hard numbers into a concept that will resonate.

As previously outlined in our Smart Researcher’s Guide to Creating Consumer Insights, turning data into actionable insights is one of the most important skills for marketers today. Here’s how it’s done:

1. State a clear goal.

Ask yourself what your campaign is ultimately trying to achieve.

Knowing what you’re aiming for is the key to asking the right questions of the data.

In 2014, WeAreSocial devised a student campaign with HSBC. With the clear aim of appealing to new students just starting university, this goal led the team to the data that held the answers they needed.

The powerful campaign that inspired young people to build diverse connections at university was based on insights that revealed one of the biggest predictors of future success comes from the people you meet at university, not the degree you get.

The campaign won two awards at the Warc Prize for Social Strategy 2016.

2. Prioritize your data.

Which data sets are most pertinent to your goals?

Focus on the most interesting numbers and rank the data by relevance to avoid distraction.

Starting with the best ‘small’ data – or the more readily available information is often useful, such as sales figures, for example. This can then be enriched with additional behavioral, attitudinal and perceptions data.

As Ben Sharma, PR Executive at Engage by Bell Pottinger says, “I get my audience starting with demographics to find out who they are. Then I work my way through finding anything that’s insightful. The main one I rely on is their interests and attitudes – so if they’re massively over-indexing for something, that gives us a really good idea of what direction to take.”

3. Make it real.

Hard numbers can leave people cold.

To truly understand data and make it meaningful for your creative team, it needs to be brought to life.

Context is what matters here – A standalone figure highlighting the number of people using ad-blockers on their devices today is often meaningless without figures relating to previous months or years, illustrating how this market is changing and where the opportunities might lie.

In short, meaning is the key to transforming data into insight.

4. Map a day in the life.

Use the data you gather to map a typical day in the life of your target consumer.

This might rely on data relating to how, when and why these consumers purchase products or services, what their interests and perceptions are, as well as social data that sheds light on how these consumers spend their time online.

Digging into these seemingly mundane details can help you to put yourself in the shoes of your audience, identifying the ideal times, channels and mediums they would be most receptive to your message, or highlighting the common challenges they face to guide your content.

This is where your insights, or the fundamental truths about your audience that you can tap into, begin to take shape.

5. Take a bird’s eye view.

Don’t get bogged down in single data points or lose sight of your goals by going off at a tangent.

Instead, try to maintain a wider perspective: examine broad trends, and draw on comparable time frames to highlight the most important shifts and changes. This will help you to maintain focus on the insights that count.

To get to the heart of an insight also means analyzing data from at least two angles.

As Ben points out, some trends contradict one another, presenting a need to delve deeper. “In investments for example, that data shows that many consumers describe themselves as ‘risk-taking’ but don’t agree with borrowing money. So that’s two opposing stats that you need to link together and find out why that is.”

In a digital world, data is ubiquitous, but the power of this data lies in the creation of insights. As Jamie Robinson, Global Director of Research and Insights at WeAreSocial says, “If a campaign can tap into that insight, we believe it will work anywhere.”

Marketing- What Brand Purpose Really Means & Why it Matters

The aim of brand purpose is to change the world for the better (most of the time).

Through purpose, brands are becoming more than a quality mark or an abstract expression of self, they’re taking direct action.

And with the spotlight firmly on a number of sectors to be accountable for their actions, the challenge becomes finding the ‘right’ purpose; one that’s genuine, gets people on side, but also makes commercial sense.

Here, we cut through the noise surrounding the consumer-led phenomenon that is brand purpose, outlining how consumer insights help brands shape it, and maximize its impact.

Hear Sandy speaking about brand purpose on Dublin City FM [20:00]
The difference between brand purpose and CSR

The Business Roundtable recently dropped its ‘shareholder first’ doctrine, recognizing that major corporations have a responsibility to a wider group of stakeholders.

This move places new importance on the already established idea of brand purpose and guarantees board-level support.

On the surface, brand purpose may seem like just a new term for CSR, but the two are distinct in two key ways.

1. It doesn’t have to focus on social or environmental good (but it often does).

Although many brands today shout about their desire to ‘do good’, purpose is not exclusively about social or environmental initiatives, though they’re undoubtedly the most powerful and commonly seen examples.

It’s more about the fundamental essence of the business and where it’s heading.

Ben and Jerry’s, for example, split their purpose into three: product, social and environmental, and are transparent about the commercial goals of the business.

2. Purpose is baked into the branding.

CSR often runs in parallel to the business, has allocated budget and (in its worst form) exists only to offset a company’s negative impact. Purpose, however, doesn’t come from the marketing department alone, it’s visible in all elements of the business, from promotional material to operations.

Put simply, where CSR is a commercial objective, purpose is branding and culture objective.
Established brands need to find their purpose

Brand purpose has become a key talking point recently, so although CSR initiatives are becoming a top priority among established brands, building purpose into your business requires no small measure of strategic and analytical thinking.

It’s harder to add purpose to brands with established brands with legacy baggage, putting them at a disadvantage to younger brands.

Bill Bernbach, founder of Doyle Dane Bernbach, states “a principal isn’t a principle until it’s cost you money”.

But for young brands that structure their whole business models around strong principles, they turn what is a challenge for larger brands into an opportunity to drive consumer engagement and eventually sales.
The commercial benefit of purpose

There’s no hiding the fact that brand purpose has to make financial sense. But when the intent is genuine, and the impact positive, commercial gain follows – and our latest research tells us why.
Purpose drives engagement

We know consumers want more than a transactional relationship with the brands they buy from and interact with.

With the right purpose, consumers will not only engage with your brand, they’re more likely to spread the word. Personal recommendations remain one of the most powerful awareness drivers.
Tread carefully: woke-washing

But consumers are also acutely aware of false purpose, and we’ve seen from pulled campaigns by the likes of Pepsi and Gillette, that they’re quick to pick up on misguided purpose, even if the campaigns reflect popular, genuine sentiments.

With the pressure on to not only find a purpose, but the ‘right’ purpose, brands should first seek to identify the trends that matter most to the people they’re targeting.
Steps to identifying your brand purpose

Finding the right brand purpose comes from listening to consumers at different levels.

While purpose shouldn’t be driven by commercial gain, to ensure you get the best results as a business it’s important to look beyond purchase behaviors alone towards who your target consumers are and what they value as people

1. Get a local perspective.

Sentiments change dramatically across borders and even within countries.

Local data enables you to identify elements in consumers’ personal lives that trigger actions (both from a commercial and wider perspective) and tailor your messaging accordingly.

Regional data from GlobalWebIndex allows you to segment, compare and analyze consumers in a specific area to see how their commercial and emotional responses relate to wider populations. There are four key psychographic indicators that should be highlighted in each region.
Attitudes, interests and self-perceptions
Lifestyle motivations
Perceptions on wider life
Brand advocacy

2. Cross-reference with global trends.

Knowing which trends carry the most momentum globally can help negate risks, as well as maximize the potential impact of your message, especially if speaking about potentially controversial topics.

Global trend analysis will also help predict where specific trends are heading to ensure you don’t follow one that will dissipate.

With your local findings, compare them to wider, overarching trends to identify the most commonly shared sentiments among your target market.

Assess how the findings fit with your global trends to ensure scalability, continuity and longevity at a local level.

3. Explore sector-specific sentiments.

Having identified trends and patterns on a local and global level, now you should look look closely at consumers in your sector.

These consumers are the most valuable source of information on trends in the industry. And knowing them in granular data is pivotal to finding the purpose that resonates in your sector.

Apply the psychographic indicators mentioned in point one to your specific market to find out how your consumers compare to the wider local and global populations.

4. Consult brand and competitor data.

Brand data enables you to see your own brand’s reputation, alongside your competitor’s.

Looking specifically at your own reception among your consumers and wider markets is the final layer to truly identify how to challenge perceptions, improve opinions and drive positive sentiment.

Custom surveys get to the heart of what consumers think about your brand and others in the industry by letting you ask the most pertinent questions, tailored to your needs.

Uncover their opinions on specific brands and competitors, what they value about brands with a strong purpose, and analyze their attitudes to wider life.

5. Test your ideas and concepts.

When purpose is misguided, it can backfire. It’s important to ensure your message is one that people identify with, and is transparent in its intent.

Testing consumer response to specific concepts or campaigns that encompass your brand’s purpose will help you shape and reshape before launch.
Lessons from Unilever: Taking purpose seriously

Despite not having the ‘purpose pedigree’ of smaller brands, big brands stand to benefit greatly from introducing fresh and considered ideologies into their brand’s message.

Unilever, a multinational company celebrating its 90th birthday, is one brand that proves purpose isn’t simply a luxury buzzword, but a guiding light for all decision-making.
Purpose starts at the top.

Here’s what Alan Jope, CEO, has to say on the role of purpose within the CPG sector:

“Purpose is one of the most exciting opportunities I’ve seen for this industry in my 35 years of marketing. Done properly, done responsibly, it will help us restore trust in our industry, unlock greater creativity in our work, and grow the brands we love.”
Brand purpose gets results.

“Brands taking action for people and the planet grew 69% faster than the rest of our business last year, explains Jope.

Now we’re committing that in the future, every Unilever brand will be a brand with purpose.

We’ll dispose of brands that don’t stand for something”
Woke-washing pollutes purpose.

Speaking at the Cannes Lions, Jope said woke-washing was undermining the credibility of the advertising industry and eroding trust in it.

“However, purposeful marketing is at an important crossroads. Woke-washing is beginning to infect our industry. It’s polluting purpose.

It’s putting in peril the very thing which offers us the opportunity to help tackle many of the world’s issues. What’s more, it threatens to further destroy trust in our industry, when it’s already in short supply.”
Purpose is a consumer-led phenomenon

Purpose is not just a box-ticking exercise – it should support global progress. It’s also a necessary part of a compelling brand story.

Brand purpose dictates which direction the brand story takes, gives the message momentum, and invites consumers to be part of the journey.

Consumers hold the key to identifying the ‘right’ purpose. One that balances the need to do good with commercial gain. After all, the two are not mutually exclusive.

With all brands under the microscope for their impact, a unique opportunity arises for those prepared to consider purpose deeply, look to understand what it is consumers want, and respond with a genuine, pragmatic approach.

2.7.20| This Girl Can

The award-winning ‘This Girl Can’ campaign, which first launched in January 2015, set out to encourage more women to play sports, challenging the common perceptions of women that they constantly need to conform to the unrealistic standards set by the media.
The nationwide campaign was born from the discovery that the numbers of men playing regular sport far outweighed that of women by every measure (two million fewer 14 to 40 year olds in total), despite the fact that “75% of women would like to do more.”
With insights revealing that “millions of women and girls are afraid to exercise because of fear of judgement”, Sport England saw an opportunity “to get women and girls moving, regardless of shape, size and ability”, by telling the real stories of women who play sport, in direct opposition to the idealised and stylised images of women we usually see.
Achieving national success, the campaign’s flagship film was viewed by over 13 million people, and resulted in almost 150,000 women becoming regularly active in England since its launch.
“The figures on participation are crystal clear”, says Sport England CEO Jennie Price.“There is a significant gender gap, with two million more men than women exercising or playing sport regularly.”
“I believe we can tackle this gap, because our research shows that 75% of women would like to do more.”

Year in Search|Google

Another powerful example of a brand using data to drive creativity is Google’s ‘Year in Search’ campaign. Much like Spotify’s data-fueled creative effort, the stars of the search giant’s annual campaign were its users.
Google creatively put insights into action, exploring the emotional story at the heart of every search term that dominated 2016.
Honing in on everything that made that year particularly memorable, including its most shocking news stories from Brexit and Trump’s election to Syria and the Orlando shooting, Google managed to turn the widespread perception of 2016 as a year of disproportionate lows on its head to spread a message of hope, ending with the words: “Love is out there. Search on.”
Aptly highlighting how Google is not just a search engine for the world at large, but a source of learning where people turn for answers, the campaign was a clever play on emotions that once again proved its dominant influence over the online world.
“From Powerball numbers to Olympic champions, whether making dessert or becoming a mannequin, this year affected us all in different ways.” says Ben Gomes, VP Search.
“Through all the highs and lows, people came to Search to learn more and understand.”


C R E D I T S: Brexit - Ruptly Trump & Hillary Supporters - Associated Press (AP) US Election map: ABC BLM Protesters - AP Dallas PD Vigil - Ruptly Dallas PD memorial - ITN News Source Orlando PD - Steven Fernandez Aleppo Wall - Russia Insider Omran Daqneesh - AP Refugees welcome - Shay Murphy Justin Trudeau at pride - Canadian Press Hillary Clinton @ DNC - CNN Doaa Elghobashy @ Olympics - AP Simone Biles performance - USA Gymnastics Prince with guitar - Richard E. Aaaron Special thanks to Ali with mic - AP Bowie with Lighting Bolt - Duffy Archive & Bowie Archive Aziz Ansari w/ Lighting - Photo by Crackerfarm/Under The Table Additional Lighting Makeup shot - Dade Freeman Bear and Deer - JukinMedia Secret Life of Pets available on Google Play Zianna Speaks to City Council - CNN Refugees at Sea - Vice News Border embrace - ITN/Reuters Dallas Protest - Dallas Morning News

Penny the Pirate| OPSM

The first children’s story that’s also an eye test

Another powerful campaign consistently noted for its originality, Penny the Pirate has won 35 major international and national awards and was named the world’s best marketing campaign of 2016 in the annual Warc rankings.
Based on the discovery that “one in six kids have a vision problem and for many it’s undetected”, research uncovered by Saatchi & Saatchi revealed the reasons behind this statistic amounted to children’s’ fear of optometrists or the fact that many live in remote areas, far from reach.
To tackle this issue, the idea for Penny the Pirate was born, leading to the world’s first medical tool that tests children’s eye health as you read to them. Made available for free as a book and interactive app, this innovative campaign not only helped to address the growing issue at its core, but successfully positioned OPSM as a global brand committed to eye health.
On track to providing 300,000 children with an eye test, Penny has reportedly led to a huge increase in children’s’ eyewear sales.
Melinda Spencer, VP of Marketing for OPSM says: “We passionately wanted to create a useful tool that helps time poor parents to screen their children’s vision from the comfort of their own home, either through the book or through the app in a fun way and are overjoyed that it has been recognised internationally.”
Saatchi &Saatchi commented:
One in six kids have a vision problem and for many it’s undetected. This is because children don’t like coming into scary optometrists, or they live in remote areas, far from reach. As a brand that’s committed to eye health across Australia and New Zealand, eyecare provider OPSM needed to address this growing issue.
We took the eye test to children by creating Penny the Pirate, available for free as a book and interactive app, it’s the first medical tool to test children’s eye health as you a read a story to them. There wasn’t a standard eye screening tool for children, so we had to start from scratch.
We collaborated with illustrator/author Kevin Waldron, and the Department of Vision Sciences at Melbourne University, to identify three critical tests that would detect the most common vision problems for children, and then integrated them into a story. This resulted in a Therapeutic Goods Administration approved screening tool in the form of an interactive storybook. When books were finished with, parents could share their copy via a “Pass It On” program.
OneSight, a not-for-profit organization, is also using Penny to reach children across remote regions of Australia, helping them test more eyes than ever, because it’s more efficient, accurate and engaging than previous methods.
Penny is on track to give 300,000 children an eye test, which has already seen a huge increase in kids eyewear sales since launch. The app has also reached number one Health & Fitness App in the App Store

Thanks 2016, It’s been weird.|Spotify

Spotify: Thanks 2016, It’s been weird.
Spotify’s largest ever campaign push which launched in November 2016 and spread across 14 markets worldwide is a perfect example of how data can drive creativity in marketing.
Led by its in-house creative team, this innovative, global campaign was 100% fueled by insights.
Relying on data based on their users’ behaviors, the Spotify team used the information they collected to speak directly to their consumers in the most personalized way possible, creatively using listener habits to reflect popular culture.
Successfully placing a humorous spin on the ‘weird’ highlights of the previous year, the campaign proved the power that lies in creative marketing based on audience insights alone.

“There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head,” says Spotify’s chief marketing officer, Seth Farbman.

“For us, data inspires and gives an insight into the emotion that people are expressing.”
Streaming service Spotify has become the first big brand to mark the passing of 2016, a full five weeks before the calendar changes, by launching ‘Thanks 2016, It’s been Weird’ across 14 territories - its biggest global campaign to date.
The data-driven outdoor campaign will seek to draw a line under the year which gave us Brexit, Trump and a string of celebrity deaths from David Bowie to Alan Rickman by publishing localised facts and figures on billboards.
In the UK for instance, a poster reads “Dear 3,749 people who streamed ‘It's The End Of The World As We Know It’ the day of the Brexit Vote. Hang in There”. Across the pond meanwhile a similar execution displays: “Dear person who made a playlist called: 'One Night Stand With Jeb Bush Like He's a Bond Girl in a European Casino.' We have so many questions.”
Developed by Spotify’s own in-house creative team based in New York, the campaign brings insight from its regional teams to bear to generate localized copy.
Launched in the UK, US, France and Denmark yesterday (28 November) the campaign will now roll out to a further ten markets including Australia, Brazil, Germany and Sweden. Over the run up to Christmas the campaign will extend to include emails to customers on their own Spotify usage as well as digital and social ads.


Brand Engagement

How to stay professional, but still create a personal connection to express your appreciation to B2B clients ?

Challenging isn't it ?

The key word here is Having an Attitude of Gratitude, and following will help :

1) Send a Handwritten Note
2) Invite Your Client to an Industry Event
3) Send a Personalized Gift
4) Make Them Laugh
5) Help Them Learn Something New
6) Pay It Forward with a Great Book
7) Reward the Socially Savvy
8) Remember Your Long Distance Relationships
9) Offer an Upgrade
10) Refer Customers

The Art Institute of Chicago and Airbnb

Have you even dreamed of walking into one of your favorite paintings? How about staying the night? In this creative campaign to generate publicity for the Art Institute of Chicago's Van Gogh exhibit in 2016, Art Institute of Chicago partnered with Airbnb to create a unique, immersive experience for art lovers.


Would you buy a chocolate bar with the last square missing? 

Well, Buzzman Paris has created a new campaign where it is putting the generosity of Europe to the test. They've taken the last square from over 13 Million Milka Chocolate bars and are giving people the chance to claim their square back or give it to someone else. 

To bring life to Milka's brand promise (dare to be tender), Buzzman decided to use the chocolate bar itself as the main media of the campaign. All people need to do is simply pick up a Milka bar and connect through their smartphone, tablet or pc to visit, they'll be able to choose what to do with their last square. 

If they decide to be tender and send their last square to someone they'll be able to accompany it with a tender personalized message. 

The campaign has been a year in the making, taking Buzzman and Milka a whole year to change the entire chocolate bar manufacturing process. Buzzman and Milka created a unique mould that allowed for the creation of 13 million chocolate bars for France and Germany with the famous square missing. 

The tablets will be available in all the participating stores for a whole month starting September 2013. 

Nivea Kids Sunscreen


Marc Jacobs| #CastMeMarc

Want to find fresh talent and build brand awareness at the same time? That's exactly what Marc Jacobs did when he sought out to find the face of his new contemporary label. For the chance to star in the fashion icon's next campaign, all you  had to do was share a photo of yourself on Twitter or Instagram with the hashtag #CastMeMarc.  Marc announced the winner of his online casting call from his personal Twitter page.

Airbnb| #treehousetuesdays

A great way to get people excited about your brand is to offer them the chance to experience something unique. With #treehousetuesday, Airbnb features photos of actual listings in their service that allow you to spend the night in a real-life tree house. Judging from the engagement on this photo, I'd say it's working well for them. 

Offbeat Bride| Altar Your Thinking

Offbeat Bride is a wedding website that brings high-quality content curation to social media -- pinning their own content and other useful content for their followers to explore.
Their Pinterest account is a must-follow for brides-to-be, providing ideas for engagement photos, wedding venues, dresses, and much more, along with some of the most creative wedding ideas you've ever seen.
While more of an every practice than a campaign, their sharing attracts a great deal of fan attention and interaction. 

Diesel| Road to Tokyo #forsuccessfulliving

To celebrate 30 years in Japan, this week, Diesel created a shoppable video that was shown ahead of its FW16 runway show in Tokyo.
The cinematic short, titled “Road to Tokyo,” follows several Diesel models around the capital as they prepare for their catwalk appearance.
In the film, icons appear over the models. Once clicked, these display the different items they are wearing. Users then have the option to save them to a personal “look book” or follow a link to buy on the Diesel store right there and then.
Part of its #forsuccessfulliving campaign, the video is unusual in that it aired ahead of the catwalk — meaning users had an earlier peek into the collection to “see-now-buy-now” before the press and attendees. This is a trend that’s featured heavily in New York Fashion Week.
A video posted by Diesel (@diesel) on


Oreo found a great way to engage their fans by posting DIY content on Vine. Fast tips like these do very well on the platform and it gave Oreo a unique opportunity to engage with their fans and see how they engage with their product. 

Pepsi | #LiveForNow

This might be difficult for most companies to pull off unless you have a large enough budget to make room for these special effects. As part of Pepsi's #livefornow campaign, they created this incredible bus shelter in London that's designed to get funny reaction from people. This is one you really have to watch. 


Urban Decay | Get Electric. Festival Style.

Urban Decay built a social campaign on Pinterest where users could submit their best recreations of makeup styles that they've seen at their favorite music festivals. Throughout the campaign Urban Decay gave away free festival tickets to Pinterest users that created the best boards featuring festival looks. 

Essence | Justin Bieber Believe Tour Sponsorship

The European beauty brand Essence made the most of their sponsorship of Justin Bieber's Believe Tour by creating social media events around each show.
They gave away free products at shows and offered various sweepstakes that highlighted user-generated content as contest entries for free tickets and other prizes.
Not only did they generate a lot of interest in their own brand, but they helped build buzz around each of the shows on the tour. The campaign resulted in 263 million brand impressions, 82,615 brand expressions, and 35 percent of on-site activation through social.

National Geographic | My Nat Geo Covershot

National Geographic launched a Facebook contest where their fans had a chance to have their own photo featured on the cover of the magazine and win two tickets for a free vacation. All the fans had to do was upload their photos and caption it and they were automatically entered to win.

Honey Bunches of Oats | 50 Million Smiles and Counting

Honey Bunches of Oats ran a campaign with the tagline “50 Million Smiles and Counting,” during which they shared the testimonial videos, images, and quotes from fans they had "made smile" across the country in exchange for a chance to win an all-expenses paid trip. By sharing the user-submitted content across Facebook and Instagram, they were able to add 162,000 new fans (a 721% increase) and increase engagement and traffic to their pages.

Qdoba | Queso Bliss Showdown

Popular restaurant chain, Qdoba, created a campaign where their fans could vote for their favorite queso, deciding which one the company would keep and which one would have to go.
The best part about this social media campaign was that the Qdoba team updated the results in real-time, keeping everyone engaged, and building suspense around the showdown. 

Small Business SMM

If you own a small business, it seems like everyone is trying to get you to use social media. Platforms like Facebook, Instagram, and Twit...