9.9.16

ALWAYS| Girl Emojis #LikeAGirl


BRAND: Always
BRAND OWNER: Procter & Gamble
REGION:Europe, North America
DATE: March - April 2016
AGENCY: Starcom
MEDIA CHANNEL: Online


Insight 

At puberty, girls’ confidence plummets, often because society limits girls to stereotypes. These stereotypes can even be found in subtle places – even on  their phones. 
Always conducted over 10 surveys worldwide to better understand girls’ confidence at puberty. One statistic serves as the cornerstone for the Always #LikeAGirl campaign: 56% of girls experience a severe drop in confidence at puberty. An additional statistic drove the insight for this brief: 72% of girls feel society limits them, which contributes to their drop in confidence at puberty.   
For this campaign, it needed to challenge society’s limitations and the primary target audience was girls ages 10-24. The secondary target audience included mothers of preteen girls.  
As the agency further explored the factors contributing to girls feeling limited, it discovered that girls are stereotyped in the language they use most: emojis. Girls send over a billion emojis every day, but do emojis represent them?  
While subtle, emojis are a representation of society’s bias. Starcom explored this bias in a social experiment with interviews of those most impacted: the real girls' whose confidence is in jeopardy. It turns out, unless girls only relate to being princesses and beauty-obsessed, the answer is no. In fact, 67% of girls feel that even emojis imply that girls are limited.  

Strategy 

For Always, Starcom wanted to engage with girls asking them to be part of the change and to share their ideas and suggestions for female emojis. The media strategy not only had to drive awareness of the issue but also encourage participation.  
Social media became the cornerstone and the call to action was key to incite participation, inviting girls to share ‘what emoji do you want, tell us #LikeAGirl’.  
It set out to rally girls all over the world to demand new, non-stereotypical emojis reflecting how unstoppable the girls they represent really are.  
As ideas poured in via social media, the agency was ready to help Always respond in real time with custom-designed emojis reflective of each suggestion. In the end, the idea was bigger than emojis. It was about challenging stereotypes, keeping girls confident and creating change. 

Execution 

The Always #LikeAGirl - Girl Emojis film launched on March 2, 2016, to share the movement girls in 22 markets around the world with an additional push on March 8 for International Women’s Day.  

The campaign was the springboard for the video to reach as many girls as possible. The agency seeded it across social platforms, including YouTube to drive views and Facebook to amplify reach.  
Media Placements were supplemented with a public relations push with digital and cultural influencers on YouTube and Twitter. When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, Starcom fueled the conversation amplifying the message across Twitter where Always drove even further engagement. It then partnered with Mrs. Obama’s Let Girls Learn initiative for an experiential event to empower girls on International Women’s Day in Washington, D.C. 
Paid and earned media support lasted for four weeks post launch in most markets, with an additional three months of support in high priority markets. Each market optimised to the places and content formats that were resonating most in local culture.  
And as planned, Always responded in real time with custom designs in social showing girls’ creations for their emojis that better reflect who they are, from wrestlers to paleontologists to general badasses. 

Results 

With 48+ million video views and thousands of girls all over the world demanding change, Always #LikeAGirl - Girl Emojis film was the #1 ad on YouTube for March 2016.  
It garnered attention from top-tier celebrity and cultural influencers, including tweets from actor/activist Emma Watson, media mogul Arianna Huffington, an invitation to ring the bell at the New York Stock Exchange, and even one of the most influential women in the world, First Lady Michelle Obama. The latter led to the partnership with her Let Girls Learn initiative.  
But perhaps no reaction to the rally for girl emojis was more thrilling than a response from the Unicode Consortium, the gatekeepers of emojis, asking Always to gather and pass along all the ideas for consideration. All ideas were shared with them, per their request, as they work towards the next emoji update, affecting phones all over the world. Google even joined this mission and requested a Girl Emoji code.  
Creating change in an effort to keep girls confident. No amount of media impressions can top that.

    8.9.16

    iPhone 7 in 107-second

    iPhone 7 is:
    1. More storage, 
    2. Water-resistant 
    3. And doesn’t have a headphone jack.
    And yes, two new colors were introduced  black matte finish and an jet black finish

    See you on iPhone 8 launch.







    26.8.16

    I hate your “ creative” .. give me something that sells or burst!

    I'm a marketer not in the entertainment  business .. i dont sell art .. im not here to impress people and get a "WOW" effect!

    Grow up Mr. or Ms. Kخreative ( Kخhara + Creative) in Arabic and the better English for it is " shitReative" ( Shit + creative)

    The 7 Creative Elements That “Win” 


    • Focal Point -- Ads with an obvious focal point help to focus the person viewing your brand’s message.
    • Brand Link-- Ads, tend to perform better when it is easy for someone to establish a quick link between the ad and the brand being represented. This is especially true for more iconic brands.
    • Brand Personality -- How well does the ad fit with what users know about the brand? 
    • Informational Reward -- Does the ad have interesting information? 
    • Emotional Reward-- Ads with emotional reward tend to perform better, especially when the emotions are aligned with the true spirit and authenticity of the brand. Use of humor is a good way to connect with your audience.
    • Noticeability -- Think about what makes you pause and look at ads, especially on mobile. Video ads that grab your attention tend to perform better.
    • Call to Action -- Include a strong call to action like “Shop Now.” Your audience will be more likely to take action if you tell them what you’d like them to do. Call To Action options: Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, and Donate Now.

    10.12.15

    How to Measure Employee Brand Engagement

    A traditional measure of employee brand engagement is a net promoter score taken from a quantitative survey where you ask employees how likely they would be to recommend the brand to others.
    However, there’s another way that can help guide employee brand engagement efforts to actually create more brand champions to drive the business forward. This approach measures employees’ brand knowledge with specific questions about the brand, such as knowing what it stands for, and how committed they are to the brand and what it stands for.
    With this methodology from, employees fall into four categories.
    • Brand champions: High knowledge + high commitment
    • Apprentices: Low knowledge + high commitment
    • Skeptics: High knowledge + low commitment
    • Disengaged: Low knowledge + low commitment
    Apprentices are the low-hanging fruit for conversion to brand champions. Identifying where those apprentices are by geography or line of business, for example, can help target more learning activities to bolster their knowledge. Increasing opportunities for learning also impacts the knowledge measure for the disengaged.
    Increasing commitment is a harder metric to move because lack of brand commitment can be caused by many things. But for a corporate brand, making more employees aware of pride-evoking reasons can help. 
    Without engaged, knowledgeable and committed employee brand champions, even the best strategy alone can’t drive the business. This measurement approach can you help you tailor and target your brand engagement and enablement efforts to foster more.
    You must arm your employees with the knowledge and resources they need to be effective brand ambassadors. They must know what your organization stands for and what makes it different from others in the marketplace; (they must) understand your brand promise and be able to explain the most important elements of your brand identity…

    8.5.15

    Philosophy or Strategy | Anti Urinal Message in Arabic Language


    The islamic religious authorities have found the radical solution to prevent people from urinating in publicplaces ...they write messages in Arab languge which is the language of the Quran to stop people from pissing ,what we read written in red arab letters " HERE IT'S FORBIDDEN TO URINATE” and it works !

    21.2.15

    Like a Swede ! #likeaswede

    Do you know why Sweden is ranked as one of the best countries in the world? 

    Like a Swede is the story of how a collaboration between the employers' and employees' organisations can affect an entire community, and explains how anyone in Sweden may have the same benefits as only the very richest in other countries.


    Way of Living

     

    Business Like a Swede

    20.2.15

    What Is Branding?


    What is branding? You could spent a thousand years reading a million books on the subject. Or you could watch the two-minute video below, which tries to capture its fundamental essence—with snazzy little motion graphics to help you along.

    https://www.youtube.com/watch?v=uaGotppPsCs


    30.9.14

    TNT rebrands.



    TNT Express is a division of TNT. The TNT Express company was formed when the TNT Group separated in 2011, creating two separate companies Post NL and TNT Express.
    TNT Express kept the TNT name as part of the deal and TNT Post, (a Post NL company) agreed to rebrand by the end of 2014.
    Design Bridge has rebranded delivery company TNT, positioning it as The People Network and creating a circular device which represents “perpetual motion”.

    Design Bridge says it was asked to define a new strapline that would convey TNT’s new strategy and culture, and to design a new logo and brand expressions, which would “reflect TNT’s vision”.
    A new strapline, “The People Network”, reflects the company’s aim to connect people and businesses in a “truly personal, rather than purely professional manner”, according to Design Bridge.
    The consultancy hopes the new strapline will help “galvanise the ‘challenger’ spirit of those working internally at TNT”, as well as TNT customers.
    TNT chief executive Tex Gunning, says: “Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network.”

    The new identity is held within a cropped circle device giving the impression of being part of a journey and of “perpetual motion moving through the world” says Design Bridge.
    TNT Post rebranded  earlier this month in a project led by Sutcliffe Reynolds Fitzgerald.

    Postal service TNT Post rebrands as Whistl

    The TNT Group separated in 2011creating two separate companies, Post NL – Whistl’s (TNT Post’s) parent company – and TNT Express. The deal meant TNT Express retained the TNT brand name and TNT Post agreed to rebrand by the end of 2014.
    Sutcliffe Reynolds Fitzgerald managing and creative director John Sutcliffe says the consultancy has worked with TNT for 25 years and won the work on the strength of this.
    Sutcliffe says that Whistl wanted its new brand to be “much more human, friendly and consumer facing”.
    Whistl is already rolling out an expansion plan increasing its “end-to-end” delivery service, which it says means more postman on the streets making domestic deliveries as the company shifts its focus from a pure business-to-business service. 

    Whistl hopes to increase staff levels from 3,000 now to 20,000 by 2019.

    “That’s why Whistl needed to be softer and more approachable”, says Sutcliffe – “There are postmen walking up people’s drives.”
    Senior designer Simon Grigg says that the name Whistl is musical and evokes “a posty’s whistle”.  The identity is based on the Tondo typeface and the typeface for headlines is a version of Gotham Rounded, which Grigg says works well for screen and print.
    Sutcliffe says that the orange brand colour is being kept from the TNT Post brand as Whistl “wanted to keep something from the past” and because “orange fits – it’s bright, warm and human”.
    Other brand and campaign elements include a 1.8m whistle built by a prop maker at Pinewood studios for Whistl ads, and the commissioning of David Morris, “the world’s top whistler”, Sutcliffe says. 

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