NET-A-PORTER| Net-a-Porter Live

Insight

NET-A-PORTER is a global phenomenon and the world’s premier online retailer of high end fashion. It sells more Gucci dresses, Louboutin stilettos and Chloe handbags than any other retailer in the world.

Its customer base is the world’s most in-touch connected fashion audience. The NET-A-PORTER audience consists of grade-A fashionistas with both the passion and the funds to buy the most sought-after premium brands in the world. While they may enjoy reading about the latest trends in magazines and online, what they love most is finding out what their peers are buying – no matter where they are based in the world. Ultimately, they want to know what people actually wear, not just what they see on the catwalk and what retailers show them.

Strategy

To help NET-A-PORTER fashionistas uncover what their peers are wearing around the globe, Havas Media decided to open up the NET-A-PORTER buying engine to consumers and, in doing so, showcase the world’s hottest fashion trends.

The agency transformed the NET-A-PORTER ecommerce site into a content generation platform, revealing the styles that are trending around the world based on what NET-A-PORTER customers are buying in real-time. The result was NET-A-PORTER Live - which enabled NET-A-PORTER shoppers to see which Lanvin shoes are selling in Paris compared to London or Rome as they are purchased on the site.

Execution

The first step was to fuse Google Maps API with NET-A-PORTER’s database of customers and stock codes, allowing the agency to match the product being purchased with the location of the buyer. NET-A-PORTER staff and consumers alike could then watch in real time as a shopper from Helsinki in Finland bought a Mulberry dress, while another in Saudi Arabia splashed out on a Valentino handbag.

The next stage was to share this mesmerising feature with potential new customers. The NET-A-PORTER Live feed was integrated into online banners in five key markets with partners including Vogue, Tatler and Harper’s Bazaar. The high-net-worth visitors to these websites could see the live Google Map in the display banner, showing the latest fashion purchases by their peers across the globe. Those who saw the NET-A-PORTER Live Feed in a display banner were then able to browse items in the ad unit and ultimately make a purchase.

Results

The NET-A-PORTER Live campaign set the brand apart from its luxury retail competitors and raised the bar for online customer experiences. It delivered an ROI of £11 ($18) for every £1 ($1.67) spent, with a click-through rate of 50% a marked improvement on usual performance. The creative also proved 70% more efficient than the average in terms of engagement. A remarkable 60% of all sales driven by the campaign were from new buyers. To put into terms a NET-A-PORTER customer would understand, the total additional revenue generated was the equivalent of 2,500 pairs of Jimmy Choos or 1,700 Prada handbags.

BRAND: Net-A-Porter

BRAND OWNER: Richemont

CATEGORIES:

Accessories/Clothing/Footwear

Luxury Goods

REGION:

Australia

France

Germany

Russia

United Kingdom

DATE: August - October 2013

AGENCY: Havas Media

MEDIA CHANNEL: Online

Franklin | Masterdog

Insight

Between 2008 and 2012, the pet products market in Chile, including food and accessories, grew by 37% because of the change in the relationship between people and their pets. Today, more than ever before, there is a greater concern with delivering more tailored pet products with top notch quality and variety, such as balanced diets, clothing, personalised accessories and various other perks that people give to their pets which almost humanise the animals: grooming salons, gifts, toys and even vacation. People today consider their pets another member of the family.

The insight for this campaign was based on the milestone that many newlyweds take before having a baby: owning a dog. This is the time. When the man and woman begin the division of tasks and chores, they take on their first shared responsibilities in their lives as a couple and they embrace the feeling that someone else depends on them. The dog becomes the centre of attention and they start their new routine: Feeding, walking, grooming, etc. So Masterdog’s brand challenge was to become the catalyst for this unconditional love that people have for their pets, through a communication that positions the concept of “Dog Lover” embedded in your DNA.

Strategy

Masterdog’s communication strategy is anchored in this insight, the moment when people and especially a couple become “Dog Lovers”, or “New parents”, simply when they make their new pets part of their families.

One of the most successful late night series on Chilean TV “Single Again” featured as protagonists a newlywed couple, which fitted perfectly with the consumer insight. Now all they needed was a dog in their lives!

The first challenge was to convince the writers to include a pet in the plot of the story. Once Initiative knocked down that barrier, it gave life to “Franklin“, the mega cute, furry leading character of “Single Again”. The script then transformed the fun couple Zamir & Fabiola, into a pair of adorable “dog lovers”, they were now new parents “to Masterdog´s Franklin”.

During the soap opera, Masterdog took centre stage in Franklin´s daily routine and certainly one of the most important times of the day for any puppy: Feeding time. Samir and Fabiola fed Franklin with Masterdog food. Sometimes, even Franklin came into the scene with a Masterdog food package in his mouth to be fed by its owners which added even more “Awwww” moments to the series, making a direct connection with the audience.

Execution

Once Masterdog was officially in the writer´s mind, Franklin seamlessly became part of the story. After many difficulties to conceive, Zamir and Fabiola adopted Franklin as their new, and first “baby”. The content was so well received and embedded into the script, that the presence of Franklin lived throughout the entire first season and made it to the list of 2013´s most-watched series. In addition to the branded content component in “Single Again”, the Facebook Fan Page of Zamir and Fabiola featured a photo of Masterdog´s Franklin positioned right next to the product, which yielded very good interaction and positive feedback from the social community, proving Franklin´s increasing popularity.

Franklin´s success with the public allowed Masterdog to transform the brand image of its campaigns to three new products launches (extension line). All three launches featured Franklin in the advertising material and collaterals, helping to strengthen the brand´s positioning achieved with the popularity of the TV show. The appearance of Franklin across mass media was spontaneous: his popularity generated interviews with his TV parents Zamir and Fabiola, and features with his coach and the series director, who referred to Franklin as "actor ad honorem".

Results

Following the campaign there was a general increase in all of Masterdog’s KPI´s: Brand and Sales: +10.4% in the share of sales volume (Nielsen ) +6 points overall TOM (IPSOS).

Franklin gained huge awareness and association with the brand, highlighting that 90% of respondents associated Franklin with Masterdog and over 30% spontaneously identified with the brand message around close, family-like pet-owner relationship.

The Zamir and Fabiola Facebook page gained a total of 2,511 likes and 34,000 visits with Franklin´s first appearance on the show. Top of mind soared from 12% to 33% once the campaign was over. In addition, Franklin´s YouTube channel received 15,000 views during the course of the campaign.

BRAND: Masterdog

CATEGORY: Pet Care

REGION: Chile

DATE: August - December 2013

AGENCY: Initiative

MEDIA CHANNEL: Online,TV

Ventage #lebanese TVC’s

YES Detergent.





 Nido Powder Milk



 La vache Qui Processed Cheese

 


 Ray O Vac Battery
 

Maggi Cubes

   

 Kassatly Chtaura Syrup

Sara Guirado | Turning essence of Arabia into a brand

Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal. 

In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence.

Great brands lives for ever and never age!.

What ever you do to find out how old Sara is you will fail, not only because she is a woman and true ladies never tells , rather its how lively she gets with age.

Sara’s logo reflects more than a business brand , it shows its  business strategy – Solo, Mastering , Expert and Passionate.

Without effort i can get Sara’s brand values:

1. Open. with self and target group. See Faceboock business page <https://www.facebook.com/escueladanzasaraguirado >
2. Consistent. there is a strategy in sharing content from buildup to sustain
3. Emotional. on each touchpoint  content connects to others on a high emotional level.
4. Engage. the brand Engage with pride and good presence wich will drive to really building a powerful community. See Facebook page <https://www.facebook.com/saraguiradodanza>

without further analyses , you have to live the brand experience on Sara’s website to get a grip of why she is a great case study of Personal branding.

http://www.saraguirado.com/en/

As a brand Sara managed to  establish an inventory of core competencies, expertise, abilities, and existing level of recognition that uniquely differentiated her from others.

• Value Proposition: What do she stand for?
• Differentiation: What makes her stand out?
• Marketability: What makes her compelling?

Samsung | Art from Space

Content today is very much a social experience for users of mobile devices. Everyone is looking for new and more interesting ways to discover, create, engage with and share content. It’s a form of both self-expression and validation among their social network.

Combining the features of both a smartphone and a tablet, Samsung’s Galaxy Note represented a new category in mobile devices. It was new to the market, and Samsung’s target. Starcom needed to bring the creative power of the Galaxy Note to life, showing Samsung’s audience all the new features and giving them a taste of the creative possibilities it offered, while building the brand’s presence in social media.

To do this, Starcom created an event for all Samsung fans, scaling it into a massive PR and social experience, in the form of a tribute to one of The Netherlands’ greatest heroes.

Dove: Real Beauty Sketches

OVER 160 MILLION VIEWS.

Director : John X. Carey
johnxcarey.com

TIME Magazine named Dove: “Real Beauty” the best commercial of 2013 | business.time.com/2013/12/04/business/

"Dove Real Beauty Sketches Becomes The Most Watched Ad Ever" -MASHABLE

WINNER: 2013 Titanium Grand Prix at the Cannes Lion Festival.

WINNER: In total of 19 Cannes Lions -- including 5 Gold Lions.

WINNER: 2013 One Club Emerging Directors Showcase - GOLD

WINNER: 2013 One Show Gold Pencil.

WINNER: 2013 Cannes Young Director Award.

YOU are more beautiful than you think! Most of us don’t recognize the beauty others see in us. Women are their own worst beauty critics. Imagine a world where beauty is source of confidence, not anxiety. This was a compelling social experiment to prove to women that they are more beautiful than they think. Great measures were taken to insure total integrity in our process. For a follow-up with the women on the Today Show go here: today.com/video/today/51556687/#51556687

Executive Producer : Jamie Miller @ Paranoid US
Executive Producer : Claude Letessier @ Paranoid US
Client : Dove
Agency : Ogilvy
Editor : Philip Owens | spacevirus.com
Original Music : Keith Kenniff | unseen-music.com
Director of Photography : Ed David | kittyguerrilla.com
Production Company : Paranoid US
Producer : Stan Sawicki @ Paranoid US
Creative Director : Anselmo Ramos
Copywriter : Hugo Veiga
Art Director : Diego Machado
Agency Producer : Veronica Beach
Sound Mix : Luke Bechthold @ Subtractive | subtractive.net
Production Sound : Tim O'Malley @ The Impact Pros | theimpactpros.com
Color Grading : Sean Coleman @ Company 3 | company3.com
Additional Editorial : Rock Paper Scissors

http://www.youtube.com/watch?v=pOq71eKI5Mg

Statistics show that only 4% of women actually believe they are beautiful. The biggest barrier to women’s self-perception of beauty is their own minds.

Dove’s intention via this campaign was to inspire the remaining 96% of women, to make them feel this way too.

The basis of the campaign was an experiment intending to encourage women to reconsider themselves and their beauty. In order for the campaign to reach women from all over the world it was necessary for the campaign to be talkative, and for the medium used to be contagious, fast-moving and sharable. What better way of doing this than by using women themselves?

By asking an FBI- trained sketch artist to draw a woman’s portrait according to their own self-description, Ogilvy aimed to make women and the world around them rethink real beauty and self-perception.

Firstly, the artist who never laid his eyes directly on the women instead relied on the description of strangers to create their portraits. He then sketched them again by just listening to their own description of themselves.

 The two portraits looked entirely different. Women who took part in this campaign admitted that the first sketch reflected more beautiful, happier and accurate descriptions of them, striking proof that they were more beautiful than they thought they were.

Using YouTube True View Platforms, Tweets and trends on Twitter, and Facebook video-sharing along with Dove’s 14 million Facebook fans, it was ensured that the video was seen and shared online.

Results

Unprecedented levels of sharing and engagement were achieved. “Real Beauty sketches” was the most shared link in mashable.com’s history and with 1.9 million aggregated shares on Facebook. Brand Passion increased by 1000% and the link itself was responsible for over 90% of the video content shared within the peer group category.

BRAND:

Dove

BRAND OWNER:

Unilever

DATE:

April 2013 - ongoing

AGENCIES:

Ogilvy

PHD

The Satire Revolution

Mainstream media is widely censored and controlled by the governments in the Gulf region. As a result, TV programming tends to be regressive and safe. So, for the 28 million Gulf national youths, who represent 65% of the population, it is a struggle to find content that speaks their language and feels relevant to them. The significance of YouTube is revolutionary; it has become a window of free expression, a place where Arab youth are experiencing their own kind of uprising - a cultural revolution driven by satire - fuelling the appetite for locally produced content led by young Arab talent who are using humour to challenge the status quo by making fun of issues considered taboo by the mainstream. Blackberry wanted to tap into this undercurrent and reinvigorate the brand by being part of their revolution so the strategy was to be an enabler of their satire movement and to help create spaces for youth to openly express themselves in a unique way. This campaign features four times on the shortlist for the 2013 M&M Global Awards. Winners will be announced on September 5. BlackBerry partners with Omar Hussein's 'HaroBnaro' YouTube show and gives Arab fans the chance to co-create content via an app.