Posts Tagged ‘imc campaign’

Are you keeping up with your younger consumers?

September 30, 2012 Leave a comment

As markets found different and unique ways to reach their target audience for “Back to School” sales, a lot did not take full advantage of digital marketing. Perhaps because this term “digital marketing” is still new to the field and a lot of people don’t quite know how to use it effectively. I understand that some people might not know how to create effective digital marketing campaign. Well, I am going to use this article that demonstrates six great “Back to School” digital marketing campaign and give my own opinion of why I think it was executed well and what could have been done to further enhance it.

1. Teen Vogue:

First of all, Teen Vogue allowed customers who have the “insider app” to retrieve coupons and discounts on their mobile devices. This allows only an exclusive group of their target audience to get discounts and spread the word to their friends to also join this app. Second of all, the benefit of having fashion shows in different cities is that those who don’t subscribe to Teen Vogue were reached. Furthermore, participating retailers increased brand awareness and trials.

Improvement: They could have encouraged those who witnessed the fashion shows to send live pictures of the events on Instagram and Twitter (ex. #TVfashionshow) in a chance to possible gain coupons and discounts.

2. American Eagle

First of all, American Eagle (AE) used a catchy phrase. “Live Your Life” really encourages young people to live their life the way they want without worrying about what others might think or say. Second of all, by asking your consumers to enter their pictures, you gain brand ambassadors. These brand ambassadors will be able to influence their peers more than an ad would do. Third of all, AE asked their followers to vote in order to increase interaction amount friends as well as those who don’t want to post their pictures but still want to participate.

Improvement: They should really extend this “Live Your Life” campaign and partner with non-profit organizations. Being a teenager in the U.S is very hard especially if you do not fit in with the cool crowd. The tag line would go so well with the anti-bullying organization or eating disorder organizations to bring more awareness to the on-going issues.

3. Staple

First of all, they were smart to keep offering new deals weekly, because this keeps consumers coming back for more deal. They want to see what will unfold this week that didn’t last week. In addition, your brand becomes top of mind for these consumers. Second of all, it was great that they added the #StaplesforStudents hashtag in order to make consumers feel like they are participating in a good cause.

Improvement: I don’t think the campaign should be limited to Twitter only, because they will be overseeing a lot of their target audience who are not on Twitter yet. The same idea, minus the hashtags, should be transported to the AE Facebook page. In addition, videos should be created that show where the donations are going and post it on Youtube (with tweets of those who donated embedded in the videos).

4. Target

First of all, Target understands the headache that goes into going away for college. In order to attract more consumers to their mobile app, they created this engaging checklist to help the new students easily transition in their new life. Second of all, they provided design inspirations to help students understand what goes with what. Years later they might remember Target as the brand that helped them in their transition phase.

Improvement: I know this might sound too stretched but adding tips beyond what they need is necessary. A lot of students might not know how to wash covers, bed sheets, etc. They also might not know how often they need to change they sheets or how to fold their laundry. You also want to provide a chat option in case they have questions.

5. Sears

It is always good to partner with a non-profit and raise awareness that might be overlooked. However, the cause has to reflect your mission statement and your longterm goals. Sears in this case did a good job of reminding students about bullying as they were heading back to school.

Improvement: Again expanding it beyond Twitter, because the company is still growing. I think adding Youtube again might be a good idea. Or creating educational short documentaries that could be picked up by teachers so they can show it to the students.

6. SpareFoot

This is such a simple but yet effective campaign for a storage company. All you are doing is grabbing attention from users by asking them what they’ve kept since elementary school instead of talking about the services that you offer. Not only are you engaging with the brand by you are helping them supply kits to students. And here you see the use of both Facebook and Twitter.

Improvement: In addition, SpareFoot could allow users to create a collage from their keepsake  to be posted both Pinterest and Instagram

The first time is always hard especially in this ever-changing era where you have to constantly be on your toes. However, the key to creating effective digital campaigns is understanding where your consumers are, be creative in a simple way , integrate different social media sites, and allow engagement/sharing.

Measuring ROI within Social Media campaigns – The Man Your Man Could Smell Like

October 24, 2010 Leave a comment

This year Proctor & Gamble’s Old Spice and the ad agency Weiden & Kennedy (W+K) received significant attention with their innovative integrated marketing campaign which started with tv broadcast spots and then moved into the social media space. Many hailed the creative effort, but some industry experts, including BrandWeek and Fast Company initially questioned the effectiveness of the campaign asking if it drove revenue. (Once updated figures were released, several publications quickly made corrections).

While there are many different ways for determining a campaign’s success (awareness, demand, increased likelihood to purchase), in most cases, Creative has to prove its value and that the work must positively contributed to the bottom line. W+K and P&G took great care in monitoring the Old Spice campaign in the digital form (views, tweets, unique page views and engagement) and in the form of a ringing register (sales, market share, share of voice). This enabled them to correlate the social media effort (as a part of the overall IMC strategy) with an increase in brand awareness, engagement, market share (both for body wash, and in a ripple effect, other Old Spice product categories), and finally and most importantly to the CFO – an increase in sales and revenue.

The video made by W +K (post below) is a great case study for not just a social media campaign, but also how an agency/marketing team can show how a campaign can effect the bottom line. The Old Spice campaign, with W + K’s help, has been able to do something rare in the industry today: combine memorable, outstanding creative with the almighty dollar.

In addition to the increase in market share and profits, the campaign has received accolades and awards, including an Emmy). The idea of the “Man your man could smell like” has even taken on meme status, and truly has gone viral, enough for even Sesame Street to notice.

Hopefully this creative success will lead to more innovative campaigns overall that are smart and resonate with the target audience, making just a bit more of all that communication clutter worth paying attention to.