Everyone loves a little magic. Somehow it brings out a little bit of that childhood in them. I still remember the stunts that David Copperfield once did to the Statue of Liberty, the way David Blaine would fool his audience with his tricks and how Criss Angel would actually float across the sky. That said, let’s imagine mixing that kind of stunt with marketing, the results could be overwhelming. Pepsi had recently collaborated with English magician, Dynamo for a public stunt where he would levitate alongside a bus. While doing so, he took live footage from his mobile and that garnered the attention of the public. I must say I am not so much impress by this marketing stunt but it is undoubtedly an effective effort after all. The current youtube views is already at 3 million and going up. There are some debates and conversations over how the stunt was done. Whether or not if Dynamo really used a mechanical arm to connect himself to the bus, it has definitely gotten the social attention it was intended for. That in my opinion, is probably one of the main objectives met. After all, this marketing stunt does bring about some fun.
I simply love suspense when it comes to tv commercials. That moment of imagination would allow your viewers’ minds to go free and crazy. For Goodness Shake has done up a commercial which is entertaining and hilarious. They emphasize that urge for a really good protein shake and the awkward moment for the silly gesture that follows. Nice way to emphasize how the product would resolve this embarrassing moment. With for goodness shake, its all ‘shaked’ up!
An ad can aim to draw attention by means of the impact it triggers to the end viewer. Sometimes we do not need out of this world visual effects or zany jokes to grab people’s attention. What we can do is really simple: Be truthful and be the bad guy. Show the viewer what the bad guy does in the most crude manner ever possible. Bring these sins to light. An ad campaign by KBS+P for World Vision Canada drives the message that ‘No child should ever be for sale’. They ran the two videos portraying young children as products to be sold using direct response TV style of pitching and this crude way have raise quite a bit of attention. The host of the videos introduces the young children’s name and how much you can drive these children to work long hours with exceptionally low wages. Disgusting as you might think, but I assure you this message is very real. There are many unfortunate children going through this notion.
So, do you think this is a powerful way to convey the message? Feel free to give your comments.
Yes, Adam Pacitti(pictured) is looking for a job. As you can see, he had purchased the media placement on a billboard. But the story is not that simple. As mobile trends is emerging, it has become one of the dominant sources of usage for online surfing. Now, this would be how Adam’s ad would work really well when he integrates with social platforms like Twitter. You will now witness the power of how Twitter would work as a power duo together with Outdoor advertising medias like the billboard in this instance.
Adam’s efforts took off pretty well I must say. Now in just two days, he had gotten himself on the global scale. With close to 30,000 views on his CV on YouTube, he amassed close to 10,000 followers on Twitter and 13,500 retweets for just this one single image of his 500pounds billboard ad. Personally, I think this is really a very bold effort that is commendable. The success of his efforts would pretty much be attributed to the social integration leading after the ad placement. For Adam, he merely bought the poster as it was in his opinion the most visible form of communication. The trick was how he actually leverage on this ad and develop an integrated viral social media campaign.
If you are one of those marketers who have been diligently placing ads on billboards with futile results, then it is high time you check this out and understand that success is no magic, luck or determination. It is purely understanding marketing trends and strategy. You got to tie in the right channel for the right message for the right people at the right time. Adam has successfully proved to many that he has done it right. From this we can undoubtedly conclude that Outdoor and mobile search complement each other very well. When you see something really fascinating, you would automatically take out your smartphone and start searching for it.
I guess a lot of outdoor posters these days typically has a picture of the product and probably the company’s telephone number slapped across. By doing so, brands cannot expect the same amount of success as compared to a more interesting poster with a unique call to action. The catalyst to fuel that constant challenge in driving engagement and action after seeing the poster naturally falls back to your idea. Is your idea creative? Can you do something that would evoke an action or curiosity? Have your poster distracted their attention?
Never hope to do minimal work, because the lesser amount of effort you place into developing your materials, the lesser amount of returns you would get. Basing your judgement of success purely on past statistical reports of that particular ad placement is important but not necessary a winning formula. Instead, think of how you would want people to start talking about your ad online and create hype amongst them through provocative messages and visuals. You would want people to start talking about it on Facebook or Twitter eventually.
I believe outdoor advertising is extremely crucial and should always be packed as one of the considerations when starting a marketing campaign. It should always serve as a communication touchpoint to boost a brand’s activity and presence to the large groups of people. Try to capture people’s attention, get them to do something after seeing your ad. Make them want to tell their peers about you. Give them the topic to talk about that would boost their credentials, capabilities or display their eagerness to share.
At the end, Adam did a wonderful job of enhancing his life by giving people something to talk about. Let people feel curious about his message, about the outcome of his job search and what they could possibly do to help him land a job. There is so much more to be done. Hence, never underestimate the power of both outdoor and social.
Following Audi’s Start Stop app to assist phone users to save battery life, Volkswagen has come out with an app that allows user to stop the video they are watching simply by turning their heads away. Video as I have mentioned is probably the most consumed media now so it is not surprising that many advertisers are turning their attention into creating effective campaigns revolving around video platforms online. Of course, following the success of Audi and also taking into account many of the innovative ideas from Samsung’s S4, the technology of stoping and starting videos with head gestures are not anything new either.
Sure, this app sounds cool and feels cool. It would be convenient to have it as it does help. However, I feel the effectiveness of this app is still questionable. I do not think it is justifiable or much necessary to have an app like this. This would be a great idea if it could work harder. What if the app could also serve other purposes through facial gestures? Up the volume through the twitch of your eyebrow? Haha, I think all that would make the app more functional.
After reading through an article on Econsultancy blog with regards to multichannel marketing pertaining to social media, my first thoughts for a great integrated social campaign would definitely be one that is highly adaptable and versatile in all areas within the social media landscape. Every channel of social media has it’s own distinct capabilities and target group. Of course, some of them do overlap, which then provides us another scenario to leverage on if you see this as an advantage. The key challenge is to strategize the best method of promoting your brand or product through this battlefield in all different possible aspects. Before we start off with the possible strategies, it is vital we understand what are the pros and cons as well as characteristics of the social media channels we have now.
Integrated Social Media Campaign
In short, when we define Integrated, it is normally the use of several different social platforms to attain your desired marketing goal. Hence, it is absolutely important that you understand the characteristics of these social media channel. Here is Pew Research Center’s recent social media survey, we see the following trends:
image taken from Econsultancy blog
I shall not go into specific details of the different social channels but rather I would recommend important planning before taking off your marketing campaign deciding which channel to go with. As mentioned, it is crucial to know your target audience before deciding which channel to take on. However, proper planning include a timeline of events to happen, how it will happen, when should it happen and which channel should go first at the same time aligning the activities together with the business operations. A lot of internal and external coordination is involved. It is not a simple task. The key to take note here is – Understand, Plan ahead and Conquer.
Measurement of goals and objectives
Have you reached your goal yet? You have heard a lot of campaigns reaching a certain amount of impressions, likes or conversion. How many of them truly defines what the business need? Having a thousand impressions is great but does all these results convert into acquisition for the company? Providing hype and crowds is one thing, but giving the brand it’s desired sales is another. Advertising dollars spent should always be well invested in the right tools for acquiring the desired results. It is therefore vital to define your success metrics before you start off any social promotions.
There are some results that marketers would like to acheieve. They could be
Getting an increase on traffic to your campaign site through programs that incentivize your consumers from their peers. Putting more incentives for the ones who referred their peers will also encourage these consumers to continue doing so and build a ‘habit’ subconsciously.
Converting your consumers from your rivals is not going to be easy if you do not understand your consumers and their behaviors well. It takes a lot more than just plain convincing. You need to monitor, predict and seed into the network. With more research and understanding, it is much easier to tackle the right audience by using the right channel with the right programs. Of course, the end objective is to align with the mother campaign and still garner the desired marketing objectives.
As I have mentioned, one of the most important yet highly difficult task is attaining acquisitions. And believe it or not, social engagement is one of the primary goal that should be set out very early in the planning stage. It is through this interaction that you learn about your consumers. You can also talk to them and gain their confidence by providing fast responsive and helpful feedbacks. There really isn’t a point in getting loads of impressions, visits or likes when there isn’t any communications or feedbacks or interactions between the brand and it’s desired audience. Building rapport is highly successful in sales acquisitions.
Social campaigns when done correctly will effectively document the results you need. Using the right tools to track and analyze data, we can determine our next marketing strategy. Google Analytics makes it easy to see referral traffic as well as data like keywords which would assist marketers to further understand the effectivity of their social campaigns.
The right method
I believe there are a few main objectives marketers set out to achieve in all their campaigns. They are mainly:
Driving Traffic – Facebook, Twitter, Pinterest. These social media has great tools that would provide you with brand reputation to drive more traffic to your site.
Brand awareness – Facebook, Google+, Twitter, Pinterest, YouTube and Blogs gives your brand a higher chance of getting read or seen on the digital landscape.
Search Engine Optimization – Google search is the number 1 preferred choice amongst consumers. Survey concludes that many potential buyers turn to online search as their first step towards actual purchasing.
Consumer interaction and engagement – Without further explanation, it has got to be Facebook and Twitter. These two platforms have an extremely large database of users and if you would be successful in engaging the community on them, it is without a doubt your campaign would be very effective.
A highly successful social campaign is one which requires knowledge of understanding the different channels, great marketing planning and a long term strategy. Lastly, always remember to track and analyze your end results.
Creatively executed by AlmapBBDO to promote Volkswagen’s side assist feature in their cars. Tapping on the Youtube’s timeline technology which allows users to actually see the incoming frames by hovering your mouse over the bar at the indicated time. This is a good way to bring message across to users by actively getting them to do the action which is simple and easy. It is good to educate your users in a easy and simple manner. This creates a lasting memory for the users to remember your message. Great work by AlmapBBDO to leverage on the respective medium’s technology for it’s advantage to push the messaging across to the online audience. Nice.