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

24.4.13

H&M| David Beckham |Bodywear


Insight

H&M has gained a considerable market share in Shanghai and Beijing through an aggressive store expansion programme but today most consumers recognised H&M only as a trendy fashion brand. Consumers associate H&M with a high frequency of new clothing lines at a medium-grade price range.
David Beckham Bodywear was being introduced to the Chinese market. The range is high end and more exclusive than the standard H&M product ranges. The key challenge of this activity was to build this high-end brand image in terms of quality and pricing in the minds of consumers.

Strategy

David Beckham is a massive worldwide celebrity and heartthrob for many females around the world including China. In China the association of a foreign superstar celebrity to endorse products is even more unusual and has the potential to provide instant credibility for the brand and make a unique connection with the consumers. Getting up close and personal with David Beckham is the dream of many of his fans around the world. 
The strategy was to use H&M’s biggest asset - David Beckham - as the focal point of the activity. The agency wanted to leverage his personality and bring him to the centre of H&M’s world. What if Kinetic had the chance to make all of his Chinese fans dreams come true and allow them to have their photo taken with Beckham? Kinetic wanted people to become part of this story and create an emotional bond with them and so encouraged people to stand up and be counted by participating in an event. The OOH event was the vehicle to deploy a creative execution to make these dreams become a reality and social media was also used to expand the influence and build brand awareness fast.

Execution

High end premium shopping areas were selected in order to match the high-end brand positioning of David Beckham Bodywear.  Based on the insight that ladies purchase underwear for their lovers, the campaign was conducted near to the H&M store to help motivate purchase and drive the sales. A huge shopping bag, sized 5m(H) and 6m (W) was built and a half-naked Beckham was featured on the bag, large enough so that all the passersby would not miss it! One side of the bag showed a poster and another a Mega LED. The agency equipped the bag with a radar sensing system and HD camera. If consumers stood in the designated area, they would realise their dream of taking a group photo with David Beckham. The photo was instantly sent to them via email or MMS and consumers were encouraged to upload this photo to Weibo and @HMChina so that they could enter a lucky draw for a surprise gift.

Results

The campaign attracted a massive buzz in these retail shopping areas amongst passing traffic and onlookers. David Beckham Bodywear engaged with 4,999 people during the campaign period and 2,515 photos was generated and shared on Weibo. In addition to the buzz of the event, sales at the nearest H&M store doubled during the campaign period, far exceeding client expectations.




BRAND: David Beckham Bodywear
BRAND OWNER: H&M
CATEGORY: Retail
REGION: China
DATE: August - September 2012
AGENCIES: Kinetic, MEC
MEDIA CHANNEL: 
Digital,Events,Online,Out-of-Home

28.2.13

Tim Tam Orchard


Challenge

The relationship between chocolate biscuit brand Tim Tam and consumers was changing. It was continually on special at retailers, the buy-one-get-one-free variety. Its ‘magic’ relegated to 30 second TV spots. That special place that Tim Tam held with consumers needed to be rekindled.Tim Tam was becoming what it always was, just a biscuit. It faced the challenge of increasing engagement and sales and wanted a campaign designed as a celebration of the love and happiness that Tim Tams created amongst Australians. The brand wished to achieve this through social media to grow sales by 23%.

Insight


Tim Tam realised it needed to convey to people that it was not just a product. Tim Tam was a feeling. It needed to rekindle the truly, madly feeling of Tim Tam by getting it out of supermarkets and into consumer lives.

Solution


In response to Tim Tam’s Facebook post, a fan ‘wished’ that Tim Tam grew on trees. There was a seed of an idea in this and the brand came up with Tim Tam Orchard. It built this orchard in the biggest square in Sydney - Martin Place with thousands of Tim Tam’s just waiting to be picked in an embodiment of the truly, madly Tim Tam feeling. It released a series of posts on Facebook detailing a mysterious event to be held at Martin Place on 2nd May 2012.
The brand also wanted the Tim Tam Facebook community to share the experience with their friends. So it asked them if they would like to be in the new Tim Tam ad. The brand had an idea to capture the spirit of the Tim Tam Orchard by making TV ads, hundreds and hundreds of them so that people could share the day with their friends.
On the day of the orchard launch, the brand didn’t sample Tim Tam’s to Sydneysiders, people picked them from trees - 110,000 of them. It drove attendance on the day with geo-targeted Facebook and Google ads, coupled with social media check-ins through Facebook. The brand used Sydney DJs to direct audiences to Martin Place on the event day.
Attendees generated high volumes of UGC and shared the experience with their social networks. The brand sent  influential bloggers to the Tim Tam Orchard event to tweet and post content.

Results


The campaign culminated in 1,570 TVCs made on the day that captured the Truly, Madly, feeling of the Tim Tam Orchard. The other 1,569 were personalised TVCs created for the fans who stuck up their hand to be in the TV commercial (from the search and social ads) who supplied their details so Tim Tam could personalise the ads. They were then able to view and share their TVC from Tim Tam’s YouTube channel - generating over 475,000 views on YouTube with an average time spent of 6 minutes.
Most importantly the brand managed a 23% baseline sales uplift over the campaign period, with a national penetration gain from 19% to 21. There were 4,500,000+ PR impressions. An additional 60,000 Facebook fans signed up over the campaign.


BRAND:
Tim Tam
BRAND OWNER:
Arnotts
CATEGORY:
Food
REGION:
Australia
DATE:
February - May 2012
AGENCY:
MEC
MEDIA CHANNEL:
Ambient,Branded Content,Experiential,Digital,Events,Online,Out-of-Home,PR,Print,TV

23.2.13

Hitchcock as a movie marketing



Hitchcock wasn’t only a master of moviemaking, he was pioneer of movie marketing. Psycho was a low budget film ($800K) that could have easily tanked.

When Hitchcock finished the movie, the studio refused to premiere it. Which forced him to come up with his own marketing strategy. He filmed this message to moviehouse managers across the country to show them how to “sell” Psycho, which (brilliantly) advised them to forbid anyone entrance after the movie started. This resulted in long lines of ticket-holders outside theaters and drive-ins, jittery with anticipation, which translated into great WOM, much harder to achieve when social media required social contact. Psycho became one of the hit movies of 1960 and was nominated for an Oscar.

25.3.12

Hail in Riyadh . a tweet by an automotive brand.

A warm tweet sent to all Riyadh car owners to hide their cars because of hail.

This tweet is so smart it represents the ultimate brand engagement for positive reach and relevant conversation.




31.8.10

Content Strategy in 10 Simple Steps

More and more, brands are recognizing that a strategic approach to content is becoming important. Content is moving from being among the final considerations of a Web-development project to being front and center in a digital-marketing strategy.



Engage via Conversation
It's easy for brands to get drawn into the hype around the latest format, platform, or tactic. A couple of years ago, brands were all asking for a "viral," whereas now they all seem to be asking for iPhone apps.
But content is merely a means to an end: Content drives conversations, conversations are how you engage with people, and engaging with people is the only way brands will be able to survive in the social-media-disrupted world we now live in.
Formulating a content strategy can be a difficult process, partly because of the many considerations and partly because of the number of stakeholders. So, to help, here's a simple 10-step systematic process for formulating a content strategy.

1. Principles
Set some principles. Doing so allow the brand to have a healthy and robust discussion around authenticity, transparency, and humility, as well as an opportunity to define the engagement policy.
Also, acknowledge that because brands no longer control when the conversations end, you need to commit to making continual investments. Unlike a campaign, this endeavor is ongoing.
2. Business Objectives
Here we get into the "Why are we doing this?" question. Clarify your objectives; link them to appropriate metrics, setting targets if possible; and define a budget.
3. Brand Purpose
Substance focuses the mind on what subjects and topics are important to you. What's your position on things, your point of view? Where's the evidence that you're serious about content? What's your story? What's your purpose? Why should people care?
David Ogilvy, founder of advertising agency Ogilvy and Mather Worldwide, talked about identifying a brand's ideal. For example, Dove believes that the world would be a better place if women were allowed to feel good about themselves, Fanta believes the world would be a better place if we grew up less and played more, Scrabble believes the world would be a better place if we loved words more, and Coca-Cola believes the world would be a better place if we saw the glass as half full, not half empty.
Identifying your brand ideal is a great way to uncover your purpose and so gives you something to anchor your content to. Remember that you need to support your brand ideal with evidence. Just paying lip service is playing with fire.
4. Content Value (Social Currency)
What value does your content deliver directly to people? What value does it deliver indirectly (i.e., the payback you get for telling someone else about it)? The direct value is the content's social currency, and there are five types of value:
  • Entertainment value. Advertising campaigns typically deal in this currency. It's worth asking whether the idea lends itself to being parodied like Cadbury's Gorilla campaign, as that can be a potent conversation multiplier.
  • Personal value. Fame delivers powerful personal value. The rise of The X Factor-type television shows and other reality-TV shows over recent years indicates the value that people place on such content.
  • Knowledge value. B2B thought leadership via white papers is an example.
  • Monetary value. Consumer public relations (PR) typically deals in this type of currency with promotions and competitions. A 40%-off voucher that UK wine-store-chain Threshers offered in 2006 is a great example.
  • Utility value. Many iPhone apps, such as Sky+, fall into this category. Also, see toilet paper brand Charmin'sEnjoy the Go campaign, for which it installed 20 restrooms in Times Square.
How can we blend some of those together to make them more potent? Attempting to blend various values together is the modern-day equivalent of the challenges faced in creating an integrated campaign (i.e., you need a multidisciplined, experienced, and talented team to work collaboratively together).
Here are some other thoughts: Can we tap into popular culture as T-mobile did with TV show So You Think You Can Dance, or can we ride a meme like EA Games did with the Tiger Woods "walking on water" game glitch?
5. Sources
Who is going to be creating or producing all this great content for you? You have more choices than you may realize.
  • Employees can be an effective choice. US online shoe retailer Zappos.com encourages all staff to use Twitter and even has a competitive element: a leaderboard that ranks Zappos staff according to their Twitter following.
  • Agencies are an obvious route.
  • You could use industry peers by simply sign-posting people to relevant, interesting stuff.
  • User-generated content (UGC), crowdsourcing, and co-creation can also be a viable option for some brands.
6. Spaces
Which social and digital channels will the content be going out through? Or, put another way, what's the distribution strategy?
  • Brand media: outposts, websites, email, or events
  • Earned media: influencer networks, communities, or the media (what used to be called the press)
  • Paid media
How are you going to balance or integrate content across those spaces? Experiential and social spaces work really well together. For example, if we look at the T-Mobile flash mob in Liverpool Street station, it started with an event (or PR stunt, if you like), word of mouth spread online, and then the traditional media picked up the buzz and covered it via their channels.
Another challenging question: Is the brand able to build a social destination? Not many brands can pull that off. If you try and you don't currently have enough pulling power, you could find yourself spending a lot of money on generating traffic, which is pointless. It may be better to get out into the communities that already exist.
7. Formats
Formats that are appropriate to use include blog posts, presentations, videos, pictures, podcasts, tweets, Facebook, iPhone apps, or live streams.
Repurpose your content into different formats. For example, a white paper could be repurposed into a YouTube-video interview with the author, then into a series of blog posts, and then into an iTunes podcast.
Is your content in a format that is easy for people to share and remix? Cadbury's Eyebrows ad actively encouraged parody by providing tools to enable people to remix and share it.
8. Schedule
Remember that conversations can't be turned off like campaigns, so plan for a rolling three-month content schedule. Consider what will be preplanned and what will be left as ad hoc and reactive. How will you ensure a constant stream of content? How are you going to create peaks of interest?
9. Social Agents
Who will be manning your brand outposts? Who will be managing the conversations? Who will be building the relationships? Who will be redirecting questions or suggestions to the appropriate internal function? Who will be looking for early signs of an online crisis?
Ultimately, who will be responsible for your social brand?
Will your social agents be a central team, a distributed team, all employees, an agency?
10. Active Listening
To find out what the reaction to your content has been, you need to ensure you have set up your active-listening tools. 
What conversations have you started? What conversations do you want to join? How are you tracking against your objectives, targets, and budgets?

16.6.10

Frooti>>>> engagement >>>> brand growth


To promote the attributes of this fruit juice made from natural and juicy mangoes, Parle Agro wanted to go beyond the standards of TVC. The agency CreativeLand has designed an integrated campaign based on a series of stunts.

Hidden cameras have been installed in over 30 Indian cities, to attract the attention of the public into fear. At the falls and landslides giant mango (about 2 meters), the teams were filming the "victims" with them about the trap and provide a sample of Mango Froot. In addition, some of the scenes were recorded subsequently became the new TV spots for the brand. A very nice reuse of TV a PR stunt, which allows better retention of the brand and its message.




Credits: 
Ad agency: CreativeLand Asia

13.6.10

Bringing a facelift to life| Isuzu D-Max| Saudi Arabia

Brief:



Isuzu truck D-Max will not introduce new exterior shape for 2011 as radical changes will touch the 2012 model.spec change (confidential)



However to sustain sales performance, meet users needs and maintain brand recognition and trust we are making surgical intervention.


Challenge
BAKHASHAB BROTHERS HOLDING CO.,LTD.[ dealer] wanted to connect with current users to share added robust sporty, luxurious experience figure change.

Objective
To develop brand engagement program to a brand user's love and trust.D max launch program 2010 revised by ayman (final) sheet2


Strategic solution
The idea was big, however the thinking was simple and straight forward.
We wanted to create a hype among current users , help the media to buzz out brand functional aspects and connect emotionally with target group.

We structured an operation theater with our favored producer and cast/ trained talents to perform live a facelift operation for the old model.





Role of Activity: to creatively engage with target group in a well planned and produced brand re-launch event that result in creating a hype and buzz for short and medium time range among future prospects.







Target Market: as a consumer driven activity, I want to connect primarily with a prepared list of individuals, small and medium business owners , our current subdealers to introduce the enhanced DMAX pickup.

I will have pre-event press Q& A session to update media with the new front facelift as a secondary target group.






Offer: “Perfection continues”.  We build trucks for life that delivers on profitability use-ability and dependability.

Result

  • Audiences were taken by surprise, as they never witnessed a live performance in an automotive brand event.
  • Client appraises the organization, the idea and impact.
  • Team was happy that slipup’s kept to minimum and enjoyed on quality, on time on brand engaging event.

Post event print ads



From event feed

From event feed
From event feed
From event feed

Gallery








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