2014 Brandcameo Product Placement Awards

digital moves

After Winning Pinterest, Sephora Moves to Launch Its Own Photo-Social Network

Posted by Sheila Shayon on March 10, 2014 01:12 PM

Beauty retailer Sephora epitomizes a customer-centric brand by combining smart tech and digital savvy to create one of the best customer experiences in today's marketplace. So it's no surprise that the LVMH Moet Hennessy-owned brand is further challenging itself (and competitors) by launching its own social media site, Beauty Board. 

Blending concepts seen on Pinterest and Tumblr—both of which Sephora has mastered—Beauty Board will enable e-commerce purchases from Sephora's website through tagged product photos. 

"The concept is that pictures are everywhere, and we know that beauty lovers love to see ideas for looks and products to buy," commented Julie Bornstein, CMO and chief digital officer of Sephora Americas. "Beauty Board is taking a lot of what consumers at large are doing and making it more practical—a place for consumers to browse for inspiration and discover products to buy at sephora.com."Continue reading...

social marketing

Calvin Klein Asks Fans to Snap Selfies in Their Skivvies for #MyCalvins Campaign

Posted by Sheila Shayon on February 19, 2014 02:52 PM

Calvin Klein is handing over the marketing reins to its fans for its latest line of designer underwear. The #mycalvins campaign is so hip, in fact, that it's encouraging bloggers, models, musicians and average fashionistas to snap selfies of themselves wearing the iconic waist-banded knickers and share them on social media. 

The digital initiative kicked-off with supermodel Miranda Kerr and R&B artist Trey Songz, who both posted photos of themselves stripped down and showing off their branded waist-bands. The second wave of brand ambassadors includes popular bloggers Chiara Ferragni of The Blonde Salad and Leandra Medine of the Man Repeller. 

The company reports that the first of the three influencer photos had more than 1 million total fan interactions among an audience of over 50 million in less than 24 hours.Continue reading...

brand news

In the News: Candy Crush, Kellogg's, Sony and more

Posted by Dale Buss on February 18, 2014 09:05 AM

In the News

Candy Crush Saga maker files for IPO.

Kellogg will switch to sustainable palm oil by 2016.

Sony sold more than 5 million PlayStation 4 consoles globally.

Actavis nears acquisition of Forest Labs for up to $25 billion.

Campbell Soup focuses on price promotions in Australia sweet biscuit market.

Coca-Cola sales and earnings slide, yielding cost cuts.

Groupon says President's Day gaffe was intentional

Hong Kong Disneyland says it will add hotel rooms after consistent turn up in attendance. 

HP knew of Autonomy's accounting methods long before sale, report says.

Lamborghini looks to expand two-model lineup.

LG unveils three new L-series smartphones.Continue reading...

social media watch

Physical Brands Send Some Digital Love This Valentine's Day on Social

Posted by Sheila Shayon on February 12, 2014 03:58 PM

Like it or not, Valentine's Day is just days away, and you can bet brands are out in full force to spread the love. 

Social and digital campaigns are especially prevalent this V-Day, and there's even a way for singles to show some love. 

Evian has launched a global social campaign hitched to the hashtag #ILoveYouLike. When fans tweet or post on Facebook with the hashtag, Evian generates a unique and playful answer, such as "I love you like the 80s love a power ballad." The campaign runs across Evian's global Twitter, Facebook, Instagram and Pinterest accounts. Fans are charged to "share the love" with their sweetheart and complete the sentence “I love you like...” on Facebook for a chance to win Evian's V-Day prizes. 

The campaign, from We Are Social, runs through Feb. 14 and includes about 30 alternative messages to "surprise and delight…messages that you don't find at your usual card shop," ClickZ notes.Continue reading...

brand partners

You May Not Have Heard of Target's Latest Design Partners, but They're Big Stars on Pinterest

Posted by Sheila Shayon on February 11, 2014 04:56 PM

In its pursuit of greater relevance and profitability, Pinterest is now partnering with Target on exclusive party-planning collections designed by three popular pinners. The collections will be sold online and in Target stores. 

"Pinterest is a place where anyone can share the things they love and inspire others to go out and do things. Target's latest line designed by everyday pinners is proof of that," the site told Mashable. Target said, "We selected Pinners who we felt would have broad appeal to our guests, have significant followings, a diverse geographic location and their own unique style." 

Tapping into one of the hottest pin topics on the site, with over 700,000 party-planning pins shared every day, Target is investing in a 1-2 marketing punch that will see its new designer collaborations shared across the millions of followers of the selected bloggers, including Joy Cho, who has over 13 million followers on Pinterest, while Target has less than 150,000.Continue reading...

brand evolution

Morton Salt Celebrates 100 Years of Iconic 'Girl' with Brand Refresh

Posted by Mark J. Miller on January 28, 2014 12:51 PM

The Morton Salt Girl made her first appearance 100 years ago to help the company showcase a new product feature: the patented spout that allows for the salt to be poured freely without clumping up in humid weather. Along with the image of the little girl with the umbrella came a new slogan, “When it rains it pours.” 

Since then, the Girl has had her curly hair straightened and has struck a more playful, upturned pose in 1921, got a Shirley Temple-ish redo in 1933, gained color in 1941 and was brightened up in 1956, and looked in a new direction in 1968.

In celebration of her centennial, the brand and the Morton Salt Girl have adopted cleaner, more modern lines to reflect where the brand is going. For one, Morton's signature bold wordmark has adopted an "R" with a "slight kick to mimic the Morton Salt Girl's step,” according to a press release.Continue reading...

brand news

In the News: Microsoft, Google, Apple and more

Posted by Dale Buss on January 27, 2014 09:14 AM

In the News

Microsoft posts record sales as Ballmer prepares exit; competes with Amazon on cloud storage prices; admits to Syrian Electric Army email breach; and releases global study on power of technology.

Google pushes back against data localization, faces protest in San Francisco, buys artificial intelligence startup DeepMind and announces global patent agreement with Samsung.

Apple reportedly eyes mobile payments service, as hopes are high for Q1 earnings release on Monday.

AIG says it’s on offense as corp rep restored.

AT&T quashes rumors of Vodafone bid.

Accenture tries to grab STEM graduates early.

Ally Financial readies pre-IPO roadshow.Continue reading...

social media watch

Pinterest Pins its Hopes on Profitability

Posted by Sheila Shayon on January 23, 2014 05:52 PM

In less than four years, Pinterest CEO Ben Silbermann has grown his online scrapbooking site into a pervasive social media tool used by one-fifth of online adults in the US.

That's all well and good, but now Pinterest, like the many other social startups out there, is faced with turning a profit—a delicate dance on a content-rich site. Still, analysts project that the market will be worth $500 million in 2016, with the site valued at $3.8 billion. 

The value of Pinterest to retailers grew exponentially in 2013, largely due to the addition of Rich Pins, piloted last spring, that enable brands to deploy product pins, place pins, article pins, movie pins and recipe pins. But it's the product pin that holds the promise for marketers as they let retailers attach real-time pricing, inventory availability and a “Buy this” link to product images, capitalizing on the instant gratification psychology prevalent on the web.Continue reading...

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