Posted by Sheila Shayon on May 27, 2013 04:24 PM
Twitter’s aggressive move into social advertising is causing ripples in the eco-system as online platforms increasingly takes lessons from traditional media to heart.
Facebook recently met with marketing heads from Unilever, EE, Barclay’s and Tesco to pitch the benefits of their ad products and measurement tools that will lead to increased sales, regardless of user clicks. “In the branding world, the direct connection between a page impression or a click and the actual purchase doesn’t exist,” said Brad Smallwood, Facebook’s VP analytics. “When people look at things online and then purchase things in store, it’s hard to attribute that. That’s the challenge that TV had for a while and they solved it.”
The challenge is to establish long-term brand relationships beyond click-based advertising and to that end, Facebook is working with third-party measurement firms GfK and Datalogix. Facebook’s recently redesigned News Feed aims to recreate the impact of TV campaigns and reach the growing smartphone and tablet market that now accounts for one-third of Facebook’s $1.46 billion third-quarter revenues.Continue reading...
Posted by Sheila Shayon on April 25, 2013 01:35 PM
Out of a marriage of social content and targeted analytics comes Social.com, Salesforce's new cloud-based ad platform that allows for real-time buying for social ad campaigns.
The site, which was trademarked by Salesforce, caters to the burgeoning social ad market, helping brands feed consumers targeted information based on their mobile device, age, location, cultural backgrounds and social profiles. With industry analyst BIA Kelsey estimating social ad spending to more than double to $11 billion by 2017, Social.com has appeared on the scene just in time.
Salesforce CEO and founder Marc Benioff credited the recent aquisitions of Radian6 and Buddy Media for building the groundwork for the new site. Salesforce touts Social.com as the first platform integrating social ads with CRM and social media monitoring, connecting social advertising to real-time conversations across social networks. "It's always been known that marketing is all about the moment," Adam Bain, president of Global Revenue at Twitter, told the audience at the launch event. "Twitter is a series of 'now' moments. Marketing on Twitter is about winning the moment."Continue reading...
Posted by Sheila Shayon on April 24, 2013 02:45 PM
Dutch brewing giant Heineken is jumping into real-time "second-screen" experiences with a social media strategy targeting consumers on mobile devices.
"We're working on projects at the moment that are building on consumer behaviour rather than interrupting it," Jeremy Brook, head of digital strategy and media innovation at Heineken told the UK's Marketing Week.
The brewer acknowledges mobile as a "gamechanger" and is offering marketers a chance to join in on the conversation with consumers through branded gaming and interactive events, like a game that allows users to interact with a live UEFA Champions League match or while in attendance at the Ultra Music Festival.Continue reading...
Posted by Sheila Shayon on March 29, 2013 06:22 PM
Head & Shoulders is... head and shoulders above the competition in its latest “Season of the Whiff” campaign breaking April 1, selling flake-free hair with a sweet but manly scent.
The Procter & Gamble brand, along with "Mane Man" Angels of Anaheim pitcher C.J. Wilson and his teammate Josh Hamilton, are challenging men “to take a whiff of what a double dose of confidence smells like” for the launch of new Head & Shoulders with Old Spice—the official shampoo of Major League Baseball for the past three years.Continue reading...
Posted by Sheila Shayon on March 1, 2013 02:22 PM
It’s the authentic, organic kind of success story that makes everybody happy. Annie’s, maker of organic food and snacks, marketed under the tagline, “We make good,” just joined the ranks of digital marketers with a social media campaign true to the core of their brand message.
“Part of our corporate philosophy is doing well and doing good at the same time,” comments Sarah Bird, Annie’s SVP marketing and “chief mom officer.” “We’re hoping to seed a conversation about doing good.”
The video, which can be viewed on Annie's Facebook, shows a woman encouraged to tweet hashtag #sharegood to “get something good.” Post-tweet, (spoiler alert) a series of surprising events begins, such as a man in a bunny suit jumps out with a bowl of Annie’s mac and cheese for the woman to eat. Upon eating, a group of magicians appear and perform street theater while the woman is encouraged to shout “Something Good!” which triggers a musical performance from the back of a truck.
The macro message, “Share something good to get something good,” starts with sharing the video on Facebook or Twitter, which generates a "thank you" and a stream of cute bunny videos, because hey—who doens't like bunnies? Continue reading...
Posted by Mark J. Miller on February 27, 2013 06:14 PM
When an ad for a cookie contains a "Do Not Attempt" disclaimer, you know you've got marketing gold.
As the Super Bowl went dark for nearly half an hour, the Oreo employees tasked with handling the brand’s social media during the game went quickly to work and came out with a tweet that won the company major kudos. “Power out?” it asked. “No problem. You can dunk in the dark.”
Oreo has since been showing its social strength, launching a “Cookie vs. Crème” debate on Instagram that encourages consumers to post images that lets the world know which side they fall on. That battle also raged on its Twitter and Facebook pages and is now being followed up on the brand’s YouTube page with a series featuring four inventors who have created “high-tech, robotic-like machines that divides the two for maximum cookie enjoyment,” Mashable reports.
The first inventor to be featured is physicist David Neevel, who explains his position in a monotone while his Rube Goldberg-esque machine gets the separating done. The following three inventors will each be introduced to the world in the next two weeks. The hope is to not only create a hunger for the cookie but for the brand to add some YouTube followers as well. "We are continuously looking at YouTube as a means to share Oreo video content to keep our fans engaged and excited," Janda Lukin, Brand Director for Oreo at Mondelez, told Mashable.
The YouTube channel, which has about 9,500 followers, has got some catching up to do. Oreo’s Facebook page has 32 million likes and its Twitter page has more than 77,000 followers. Of course the YouTube numbers could follow what happened to Oreo’s Instagram followers, which went from 2,200 before the Super Bowl to 87,000 after the game ended. Touchdown! Continue reading...
Posted by Dale Buss on February 19, 2013 09:05 AM
Three years after its Fiesta Movement campaign wrote a new playbook for social-media marketing, Ford is launching a "Social Remix" for the 2014 Ford Fiesta that it hopes will represent a similar advance—and sell more cars—through an industry-first paid-media campaign that is completely crowdsourced.
Scott Monty, global head of social media for Ford, is unveiling the Fiesta Movement remix at a Social Media Week panel in New York this morning. Monty told brandchannel before the session that "we're taking the core idea of Fiesta Movement, which is still a very solid concept, and taking it to the next level."
The automaker is introducing the new Feista through a multichannel campaign that will be entirely crowdsourced by consumers. Also, in an echo of the original Fiesta Movement year-long campaign that gave new Fiestas to bloggers and other online influencers ahead of the car's 2011 debut, Ford is once again seeking 100 "social influencers" to convey the "unique personality and attributes" of the attributes of the new car — but "in an entirely different way," as the automaker stated in a press release.Continue reading...
Posted by Sheila Shayon on February 13, 2013 12:35 PM
KLM Royal Dutch Airlines is amping up its digital engagement with KLM Must See Map, a friend-sourced destination map that combines social and print.
Users create a map for a destination and ask friends for travel tips via Facebook, Twitter and email. Facebook check-ins show which friends have already visited the destination, their tips on favorite places and their locations. You can add your own tips, then order a copy of the map in print and receive it for free.
Up and running in 24 countries, the application comes from Dutch agency Code d’Azur. “One of the biggest challenges was to ensure that the physical map was a perfect representation of the destination, with the tips provided by friends,” said Nik Nieuwenhuijs, Code d’Azur.Continue reading...