Posted by Jeremy Shapero on June 5, 2014 04:43 PM
Chobani, in just six short years, established and rose to the top of the Greek yogurt category in North America. One of the strengths of the brand is its compelling and consistent tone of voice. Josh Dean, VP of brand communications, spoke about the brand’s voice at the recent Social Media Forum in New York. Where much of the discussion on brand voice revolves around what is being said and how it is being said, Dean’s talk raised an equally important but often overlooked factor to establishing brand voice—knowing when to speak.
To illustrate the importance of choosing authentic, on-brand moments to speak, Dean related an anecdote from his experience. As an official sponsor of the US Olympic team, Chobani prepared a shipment of yogurt to be delivered to the athletes in Sochi during the Winter Olympics this past February. The Russian government blocked the shipment as an outgrowth of years of importation disputes with the US over dairy products.
The ban caught fire in the media, both traditional and social, with everyone from Senator Charles Schumer to comedian Stephen Colbert weighing in on the controversy. Across social media, Chobani’s dedicated fans were particularly vocal, and a #FreeChobani hashtag took hold on Twitter. The coverage and conversation ultimately resulted in over 380 million overall impressions. However, one voice was notably missing from the conversation—Chobani.Continue reading...
Posted by Sheila Shayon on May 27, 2014 11:22 AM
Selfies: we've all taken one. In fact, so many people are snapping and sharing self portraits that the term was named Word of the Year in 2013 by the Oxford English Dictionary. Elevated by the likes of Ellen DeGeneres, whose Oscars selfie is the most-retweeted post ever, brands are now finding ways to cash in on the shameless snaps.
With over 55 percent of Millennials turning the camera on themselves, brands are seeing selfies as a great way to engage with consumers on social media and with new campaigns. Sephora, for instance, has encouraged users of its Beauty Board, a Pinterest-meets-Instagram social beauty site, to document their favorite looks with selfies and tag the images with product names.
Other brands taking advantage of the selfie craze include China's Huawei, which marketed its new Honor 3C smartphone as the "best phone for a selfie lover," and French Connection, which installed a photo booth in its Regent Street store in London for customers to snap selfie photos in the brand's clothes, which were then displayed in the store's windows.Continue reading...
Posted by Sheila Shayon on May 12, 2014 05:14 PM
In a world where cameras fall by the wayside for snap-happy smartphones, Instagram is proving that a picture is still worth a thousand words.
“When it comes to click-through rates on Facebook and Instagram, Instagram is annihilating Facebook in the contests of CTR and engagement," according to Business2Community.com.
For brands like Taco Bell and Hollister, Instagram campaigns have seen success among particular genders like never before. A favorite of young men, Taco Bell's month-long campaign helped boost followers by 45 percent with engagement rates up to 400 percent higher than organic posts, Adweek reports. “We felt like this was a great investment, one that complemented our overall media strategy," said Juliet Corsinita, Taco Bell's marketing VP and head of media.
Meanwhile, Hollister's teen girl-focused campaign saw similar success, setting the clothing brand up for an even bigger spending budget with the photo-sharing app through the summer.
As Instagram prepares to expand beyond its current 15-brand capacity thanks to its major deal with Omnicom, Jim Squires, director, market operations, assured Business Insider that the network won't be overrun thanks to strict rules imposed by the service. "We're being very methodical and deliberate," he said, "which is why you're not seeing a lot of ads in your feed."Continue reading...
Posted by Sheila Shayon on March 3, 2014 07:27 PM
Facebook is dipping its toe in the ad game once again after earlier, underwhelming forays such as 2012's “chairs are like Facebook” and “home dinner” failed to build up the social brand.
This time around, the campaign focuses on how Facebook facilitates real-life experiences, from getting a group of friends together to go "couch sledding", taking tango lessons to running a marathon.
It’s part of an overhaul of Facebook’s ad campaign structure that begins rolling out March 4 with new ad sets ablet to be placed between campaigns, as well as new controls for campaign managers.Continue reading...
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...
Posted by Sheila Shayon on November 27, 2013 11:14 AM
Best Buy, no stranger to Black Friday-related madness, is prompting camped-out shoppers to create Vine videos using hashtag #VineinLine in an invitation issued through Twitter ads.
To prepare for the pandemonium, a Best Buy store in Denver, Co. held a dress rehearsal. Store manager Doug Ryan told his team, "Black Friday, in my opinion, is the funnest day at Best Buy," according to the Denver Post. “The energy of the customers coming into the store, the fact they are choosing us—it's a special atmosphere." That is, until someone gets trampled.
After his intro, employees broke into departments for detailed briefings on door-buster deals, pricing, inventories and how to pitch extended-warranty protection and store credit cards. Department manager Kevin Ribbens described the training as "'bum rushing’ individual departments with dozens of workers playing frantic customers posing endless questions—sometimes with an element of impatience."
Last year Best Buy opened stores at midnight for Black Friday, but this year, like so many other retailers out to grab any edge they can, its stores will open Thanksgiving evening.Continue reading...
Posted by Sheila Shayon on September 25, 2013 02:13 PM
Mondelez International is stepping out of the social quicksand with a bold reshaping of its social media strategy following a trial of a Crème Egg campaign that drove the same purchase consideration through Facebook as on television—for a third of the budget.
The initiative, called “Storytelling at Scale,” is a mash-up of curated content and paid-media to engage a new crop of customers that are not yet brand followers, and signals a shift away from banner adverts to a new model that will increase the circulation of branded content.
The company's "Have a Fling" Facebook campaign for the chocolate brand reached over 15 million unique consumers, 90 percent of it's target 18-24 demographic and had 5 million active interactions with the campaign, according to the UK's Marketing Week.Continue reading...
Posted by Dale Buss on August 6, 2013 07:02 PM
Honda is turning again to new media to help clear out old vehicles this summer. Meanwhile, the hard-charging brand hopes to add to its forward momentum by launching the 2014 version of its best-selling SUV, the CR-V.
In July, Honda jolted its annual Summer Clearance Sales Event with a social media campaign that featured the brand directly engaging with Twitter users utilizing real-time Vine videos around the theme #wantnewcar. It got more than 100 million impressions and nearly 10,000 #wantnewcar mentions.Continue reading...