campaigns

After 10 Years of Dove's 'Real Beauty', Others Are Starting to Catch On

Posted by Sheila Shayon on January 23, 2014 01:07 PM

10 years ago, Dove launched its Campaign for Real Beauty—a global effort that set out to spread positivity among women, young and old, and alter the public perception of beauty.

Spun out of a photography exhibit in Toronto, the campaign, which officially launched in 2004, has grown from billboards and print ads to TV commercials and short films all in the pursuit of redefining how consumers view beauty. And while the core of any campaign—to grow sales—remains a significant motivator for the brand, in a decade it seems that Dove has in fact made an impact on women and men alike, both in the industry and outside of it. 

In a survey funded by Unilever, Harvard psychologist Nancy Etcoff found that in relation to the campaign, more women today define beauty by other standards than just physical appearance, according to Ad Age. "62 percent of women in the US feel they are responsible for influencing their own definition of beauty, nearly triple from the 23 percent ten years ago," Dove said in a press release

The campaign's various efforts have earned Dove and its agencies a handful of awards, including top honors at Cannes Lions in 2007 for its first "viral" video, "Evolution," and again in 2013 for "Sketches," which became the most-watched video ad of all time. Sales have gone from $2.5 billion in 2004 to $4 billion today as Dove hitched its product development to the campaign, transforming from a bar-soap brand to a comprehensive personal care line.

By casting average-sized women as models, challenging stereotypes through its "check-box" ads and consistently advocating for more positive body language and behavior, Dove has helped inspire a greater awareness of misogynistic advertising.Continue reading...

campaigns

McDonald's Lets Fans Send Social #CheersToSochi

Posted by Sheila Shayon on January 22, 2014 01:41 PM

Next month's Winter Olympics in Sochi mark McDonald's 10th consecutive Olympic Games as the "Official Restaurant," and they are celebrating by launching a social media project to connect Olympic fans world-wide with their favorite athletes at the Sochi Games.   

Fans can send a personalized message to athletes or teams using hashtag #CheersToSochi on social media or through the brand's dedicated microsite. A bulletin board in the Athletes Village in Sochi will display a curated stream of messages, and athletes can have their favorites printed on wrist-ribbons to wear during the Games, as well as tweet a personalized response. 

McDonald’s athlete ambassadors include US hockey player Patrick Kane, Canadian hockey player Drew Doughty, US bobsledder Lolo Jones, US speed skater Shani Davis, Canadian figure skater Patrick Chan and US snowboarder Louie Vito.Continue reading...

campaigns

Dumb Ways to Die Goes Plush for Public Safety Campaign Extension

Posted by Mark J. Miller on January 21, 2014 03:46 PM

Last year, the marketing and advertising industry went nutty over Metro Trains Melbourne's "Dumb Ways to Die" cross-platform campaign by McCann Australia. The public safety campaign, which went viral thanks to a catchy song for its PSA ads, online game and addictive mobile app, took home top honors at Cannes Lions and continue to collect accolades, have now inspired a curious new line of products.  

Melbourne Metro has announced it's keeping the love going with a line of plush merchandise that is based on the characters in the campaign, and will be sure to appeal to kids of all ages in the same way that Uglydolls became a staple of dormitory rooms worldwide.

"We never set out for this to be a goal and it certainly didn't factor into anything around determining the creative," Metro General Manager-Corporate Relations Leah Waymark told Ad Age. "But countless people asked, 'Where can I get the t-shirt?' We had a lot of people who produce items approach us, from t-shirt makers to toy makers, to people who wanted to produce TV shows. But we narrowed it to what we thought would be most important, and that's the brand integrity."Continue reading...

campaigns

Applebee's Offers Up Six Seconds of Fame for Fans in New TV Campaign

Posted by Sheila Shayon on January 17, 2014 10:27 AM

Applebee’s is giving Vine users a shot at their six seconds of fame in celebration of five years of its "Unbelievably Great Tasting & Under 550 Calories" menu.  

“Applebee’s has millions of fans in social media. If you’re one of them, you know we love to interact,” said Mike Archer, Applebee’s President.

The restaurant chain is asking fans to send their best "it's unbelievable" reactions to the special menu through Vine. The idea for the videos came after consumers tested the new menu items. “We didn’t tell them it was 550 calories until after, and their reactions were, ‘Oh my God, we can’t believe this,’ so we wanted to figure out how to capture that for the commercial,” said Jill McFarland, senior manager of digital and social media marketing at Applebee’s, according to Digiday.

Applebee’s chose Vine as the video-submission format because of its six-second limitation and because Vines are easily shareable on Twitter. Fans who aspire to seeing their “OMG” face on TV must record and post their reaction on Vine, then share it on Twitter via hashtag #BeeFamous.Continue reading...

campaigns

Sony Moves to Be One in New Multichannel Campaign

Posted by Mark J. Miller on January 16, 2014 05:34 PM

Sony Electronics' latest campaign aims to remind consumers just how ubiquitous its lineup of products and services are.

Sony's many corporate arms, including Sony Computer Entertainment, Sony Pictures Entertainment, Sony Music, and Sony Mobile, among others, are featured in the company's new "Be Moved" campaign alongside interviews with Sony engineers and highlights of Sony products.

"Technology is an extension of how we live our lives and the One Sony 'Be Moved' campaign tells individual stories of artists and engineers coming together to create experiences that make you feel more," Michael Fasulo, president and COO of Sony Electronics, said in a press release.Continue reading...

campaigns

P-Touch at 25: Brother Celebrates 25 Years of Organization

Posted by Mark J. Miller on January 7, 2014 11:08 AM

For the organizationally challenged, a great day arrived 25 years ago when Brother put its P-Touch label maker on the market. Since then, the P-Touch has gained a cult following and branched out to a full line of handheld, desktop and PC-connectable label makers, not to mention a full variety of sizes, styles, and colors for the label tape.

To celebrate, Brother has kicked off a “25 Days of P-touch Labeling” campaign, which shows off interesting P-Touch-related stories, images, and labeling ideas.Continue reading...

campaigns

P&G Set to Claim Gold in Sochi with Latest 'Thank You, Mom' Olympic Campaign

Posted by Sheila Shayon on January 6, 2014 12:42 PM

Procter & Gamble spends billions of dollars advertising its arsenal of brands, from Tide, Bounty and Charmin to CoverGirl and Pantene and Olay. But the consumer packaged goods giant also spends a great deal marketing its products' relationships with consumers—especially moms. And so ahead of the 2014 Winter Olympics in Sochi, the CPG brand has revived its "Thank You, Mom" campaign in all its Olympic glory.  

“Pick Them Back Up” continues the theme set in 2012 for the London Games, which featured “The Best Job,” that garnered over 21 million views. This year's spot focuses on the physical transitions of childhood, from just learning how to walk to going on to ice skate, snowboard and play hockey—all with mom's watchful eye there to dust off and make better any bruises. 

According to Ace Metrix, which scored every nationally airing US Olympic ad leading up to and during the 2012 London Games, P&G's "Thank You, Mom" campaign came out a clear winner, with three versions of the "Best Job" spot making the top 10 list, as well as an ad for its Bounty brand. 

"We are particularly interested in the data regarding the vital emotional elements associated with the Olympics,” said Peter Daboll, CEO of Ace Metrix, at the time. “Understanding how the emotion of such a global event relates to the rational consumer processing that accompanies the vast majority of advertising will be fascinating."

And so far, based on social reactions, P&G is set to make another heart-warming landing into the minds of consumers with this year's encouraging spot.Continue reading...

campaigns

What the L? Staples Hopes to Make More Happen with Emphasis On Broad Inventory

Posted by Mark J. Miller on January 2, 2014 03:12 PM

Staples wants customers to know that it isn't all just work, work, work. Well, it might be all work, but the office supply retailer has set out on a new campaign to show consumers that is stocks products for all kinds of work places, from doctors offices to retailers. 

The brand has been adding thousands of products in order to boost its position as the second largest online retailer in the world. It now carries everything a wide variety of workspaces might need, from stethoscopes to mannequins. Along with the addition of products comes a new marketing campaign, “Make More Happen,” with a memorable (or make that "memorab e") tagline.

The cornerstone of the new campaign, which aims to show how Staples sells more than "just" office supplies, is a campaign that removes the "L" from its name, including on store signage, to make consumers stop in their tracks and rethink the brand.Continue reading...

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