Dec 29, 2012

Ladder - Homepage for the Homeless

Classification: Creativity: 4,2;  Call to action: 4;  Empathy for the Brand: 4
Total: 4,1

Redirect your consumerism this holiday season and make your shopping benefit the 1 in 200 Australians who will be homeless this year. GPY&R Melbourne and youth charity Ladder present "Homepage for the Homeless." Click through to participating retailers' sites from the hompage, so 15% of what you buy will be donated to the cause by the store -- with no cost to you. - (via creativity online)

Advertising Agency: GPY&R, Melbourne, Australia
Executive Creative Director: Ben Coulson
Senior Art Director: Paul Meates
Senior Copywriter: Alex Wadelton & Katie Britton
Group Account Director: Julian Bell
Account Manager: Rachel Semmens
Producer: Carrie Burman & Jessica Krt
Designer: Kota Matsuda

Developers: Brett Harris, Chris Upjohn 

Dec 22, 2012

6 Dos & Don'ts for Better Content Marketing

Think having a bold, eye-catching homepage is enough? Think again. Outbrain's CEO shares his best strategies for attracting quality visitors to your site--and keeping them engaged. 

by: Marla Tabaka (inc)

Hey, your blog looks great! And those videos certainly add the finishing touch. Congratulations!
Now what?

Is it really enough to create your own content, push it out to your list, and wait for sales to boom?
This strategy may bring some measure of success to business owners with lists consisting of hundreds of thousands of contacts, but not for the average entrepreneur.  According to Yaron Galai, the CEO of Outbrain, a content-discovery platform that places their clients' articles, mobile, and video content on high-profile publisher sites, you need to get creative about how you market your content. 

So, ask yourself: What's your most outstanding digital content? Does your content marketing plan to ensure that it's actually found and appreciated by the right people?
"Whether it's through the social Web, sponsored placement on a publisher site, or via others channels, readers are not searching for your content," Galai says. "It's vital to provide them with the opportunity to essentially 'happen upon it.'"

Of course, to qualify as recommended reading you'll want to produce the most brilliant content possible and, regardless of earned media, many brands and businesses are doing just that. Here are Galai's tips to ensure that your efforts produce quality pieces of content--not just thinly veiled marketing pushes that your readers can see right through--and always fail to produce results.

1. Don't Skimp on Design
Sure, it's the quality of the content that will keep your visitors coming back, but don't underestimate the power of a slick, eye-catching site. Designing your site with a high-quality screen resolution will help your viewers to think of your site as premium, as does using high-quality images that take up their entire frames.

2. Don't Go for the Hard Sell
Although the ultimate purpose of all marketing is to drive sales, content marketing employs a fairly nuanced approach. The focus is on educating, entertaining, and delivering value to the consumer, rather than giving a hard pitch for your products or services.

3. Do Make It Multimedia
This goes hand-in-hand with investing in design. Varying the type of content you show on your site is essential to providing an engaging, well-rounded user experience that sucks people in and keeps them clicking for more.

4. Don't Leave Dead Ends 
When it comes to content marketing, the old adage about "leave 'em wanting more" most definitely does not apply. The best time to engage your audience is when they're already in content consumption mode, which is why every page on your site should offer plenty of links to further content.

5. Do Run Both Earned & Owned Media
Have great press coverage or a fantastic review? This is a perfect opportunity to maximize your earned media. Adding it to the mix of your own content is a good way to engage your audience and increase your brand's credibility.

6. Do Make Sharing Easy
If you create great content, there's a good chance that you'll garner some fans along the way, which is why it's so important to give them mechanisms to share that content with their friends.

Dec 15, 2012

Engage With the Superfans

Most of Your Fans Are Dormant, but Active Ones Can Spread a Message Virally
By: (adage)

Brands work hard to accumulate fans and connect with a large fan base on Facebook, but studies reveal that only a tiny fraction of those fans are engaging with the product. This is discouraging news. And it raises the question: What should a brand do next?
Brands should be focusing on identifying and activating their top advocates on Facebook, the superfans. These are a powerful species, masters of spreading content virally to households around the globe. Brand evangelists with a fervor, they can motivate into action even those who are typically dormant.

Here are the most important tips for getting the most our of your brand's superfans :
Reward loyalty. Superfans are a brand's most loyal fans. Most brands understand the importance of rewarding repeat customers, and this principle holds true on Facebook. Just as a store might reward loyal customers with early access to sales, brands should reward superfans. Surprising superfans with discount codes or branded SWAG delights them, making them more likely to continue coming back and spreading their viral word about a brand.
Make it mutual. Building a two-way, genuine relationship with superfans can be just as effective at driving repeat engagement as physical rewards. Just as regulars at a restaurant are more likely to return if the manager greets them by name or comes over to their table to say hi, superfans will be more likely to return if a brand acknowledges their repeat presence and constantly engages with them. Brands should go out of their way to build relationships with superfans by responding to their comments, answering their questions immediately and liking or commenting on the content they share.
Ask for their help. Superfans represent a brand's most passionate, dedicated customers, so brands should dedicate extra effort to finding out what these customers like. Invite superfans into experiences where they can openly share ideas and feedback to make the brand better. Most superfans will feel honored by the invitation and eager to help shape the future of a brand they love.
I'm not suggesting that brands ignore the rest of their fans, just that they pay more attention to their superfans. For every dollar or minute a brand dedicates to Facebook, the brand will receive more back from superfans than the average fan. So treat them accordingly.

Dec 14, 2012

Top 2012 Viral Campaigns

  1. Kony 2012 - Invisible Children
This holiday season, give the best gift of all - the gift of coming home. A recent study found that 89% of former LRA combatants said "Come Home" messaging was what motivated them to escape and return to their families and communities.

2.  Stratos - Red Bull 
The mission, Red Bull Stratos, will take renowned athlete Felix Baumgartner to at least 120,000 feet above the earth, to the very edge of Space.From there, he will attempt a stratospheric free fall jump - the longest in the history of man - and hopefully will become the first human to break the speed of sound with his own body.

3.  Angry Birds Space - Rovio
The FIRST ever game announcement and gameplay footage from space: Brought to you by NASA and Don Pettit from the ISS.

4.  Galaxy S III - Samsung

Intuitive, innovative, and stylish, the Galaxy S III is The Next Big Thing—and it's already here

5. The Beauty Inside - Toshiba

 The Beauty Inside is an interactive social film, presented by Intel and Toshiba, directed by Drake Doremus, starring Mary Elizabeth Winstead, Topher Grace, and all of YOU. It's Hollywood's first film that gives the audience a chance to play the lead role.

6.  Just my Shell - M&M'S

And now, a milestone in M&M's history - the debut of Ms. Brown! Here you'll get to see exactly why she hadn't revealed herself to the public in years.

7.  Proud Sponsors of Moms 2012 - P&G

8.  Your Daily dose of Drama - TNT 

To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text "Push to add drama" invited people to use the button. And then we waited...

9.  LeBron's Day - Samsung

When LeBron James was choosing his next smartphone, he wanted something unique—something that would turn heads but could also make day-to-day tasks effortless. Something that had all the functional capabilities of a smartphone and all the creative elements of a tablet. With its fine-tuned S Pen, enhanced multitasking functions, and beautiful 5.5" Super Amoled screen, the Galaxy Note II was the Best of Both.

10. Angry Birds Star Wars -  Rovio

On November 8, the Angry Birds and Star Wars universes will collide, in our best game to date.
It doesn't stop there though, we'll have a whole host of toys, animations and other Angry Birds Star Wars goodness to enjoy! So, watch the video a few times, follow our page and check back *every* day - this is just the beginning. 
May the birds be with you

Oct 30, 2012

Metrics for Pirates - AARRR!

This is a 5-step model for creating a metrics framework for your business & customers, and how to apply it to your product & marketing efforts. The "pirate" part comes from the 5 steps: Acquisition, Activation, Retention, Referral, & Revenue (AARRR!) 
by  on Aug 08, 2007

Oct 16, 2012

Toyota Corolla - Feels Good Inside

Classification: Creativity: 4,2;  Will to buy: 3,6;  Empathy for the Brand: 3,7
Total: 3,8

Agency: Saatchi & Satchi New Zealand
ECD: Antonio Navas
CDs/Creatives: Corey Chalmers & Guy Roberts
Co-creatives:  Sarah Litwin-Schmid & Emily Drake
Production Company: GoodOil
Director: Hamish Rothwell
Music Composition: Elliott Wheeler

Mar 13, 2012

The New Messaging Mandate a Forrester Report

Some reports excerpts from:

Executive Summary 
Direct messaging options have proliferated for marketers, expanding from traditional mail and 
telemarketing to now include myriad digital channels like email, social media, SMS, and mobile app 
push notifications. But while digital messaging has converged on consumer devices, most interactive 
marketers are still stuck in a siloed, channel-based approach to messaging. To meet user expectations 
and create business value, shift to customer-focused integrated messaging. This report will help 
interactive marketers prepare to message across digital touchpoints as channels overlap and customers 
increasingly use multiple platforms

Notes and Resources
Forrester interviewed more than 17 marketers and vendors, including ExactTarget, Gap, Knotice, Merkle, MTv Networks, Neolane, and  Oreck.

Related Research Documents
“how To Integrate Email And Mobile Marketing” 
November 22, 2011
“Emerging Innovations In Email Marketing” 
August 19, 2011
“The Future Of Interactive Marketing” 
April 4, 2011
“Evolving your Mobile Marketing Presence” 
March 3, 2011

User Already Integrate Digital Messaging 
Thanks to the mobile devices we carry during our waking hours and the always-on connections of 
desktops, laptops, and tablets, there’s no longer any downtime from messaging. Today we see that:
  • Users access messaging in many ways. 
  • And they expect relevant messages across channels.
But Marketers Don’t Meet Users’expectations
Unfortunately, marketers fail to deliver integrated digital messaging because they can’t:
  • Create a unified view of their customers.
  • Coordinate messages across organizational silos.
  • Master the process of setting up emerging campaigns
  • Manage content for different message formats.

Introducing Customer-Focused Integrated Messaging 
Today’s siloed approach to digital messaging focuses too much on generating channel-specific 
responses and not enough on creating overall customer value.

The need to tear down organizational silos and prioritize customer relationships over channel 
performance isn’t new. But today it’s more urgent and attainable than before. Why?
  •  Marketers who don’t adapt to customer needs will perish.
  •  Technology can now realistically deliver on the promise of integrated messaging.

Reinvent your current messaging approach.
Building CFIM within your organization means rethinking your digital messaging data, organization, and operation.

Unify Your Customer view
You can’t successfully integrate digital messaging with fragmented customer data and too many vendor partners that require their own unique processes. To create a more streamlined approach:
  •  Tap your IT team and service providers to build a better database.
  •  Offer multiple channel options in your preference centers.
  •  Consolidate messaging platforms.

Organize By Customer Segments, not Channels
To get away from today’s channel-focused approach to messaging, firms must organize to support customer goals. Graduate to this structure by:
  • Educating senior executives about the value of integrated messaging.
  •  Turning channel managers into segment managers
Automate Campaign processes
The increased complexity of managing messaging across channels will demand automation. But automating every part of the process at once isn't realistic.
  •  Campaign flows based on business rules. It’s impossible to manually manage sequenced, multichannel messages for millions of customers. Instead, implement systems that trigger messages through specific channels when particular conditions are met.
  • Cross-channel testing. Testing offers, creative, and contact strategies will only become more important as message types and volume grow. To gain a competitive edge, move beyond manual  tests and automate cross-channel testing.
  • Message mix optimization. Your future challenge isn’t just how to integrate messages across channels. It is also when to send messages and how much to spend on which type of message to get the most return.

What it Means
Integrated Messaging will boost interactive maturity

Marketers slow to adapt to customer-centric digital messaging will lose share to more nimble  competitors. We think the push to outshine competitors coupled with improved access to  customer insight — courtesy of less siloed data — will actually make marketers better at all interactive pursuits, not just messaging. For example:
  •  Midmarket successes will compel enterprise marketers to integrate.
  •  Marketers will make better, data-informed decision.
  •  Integrating inbound and outbound marketing will become the norm.

Mar 1, 2012

Three Little Pigs - Guardian Advert

Classification: Creativity: 4,4;  Will to buy: 3,9;  Empathy for the Brand: 4,3
Total: 4,2

The Guardian has been vocal about its transition from old-school print product to digital first open journalism platform, but up until now this discussion has largely been the preserve of media geeks. Now BBH has created this excellent video retelling the Three Little Pigs fairytale through a hypermodern lens, showing how The Guardian’sopen journalism would combine traditional sources and the social media conversation to cover a tale that twists in ways you might not imagine. Brilliantly effective and rollicking good fun.

Feb 29, 2012

The Fabergé Big Egg Hunt

The Big Egg Hunt presented by Fabergé will see over 200 beautifully painted and decorate egg sculptures placed all over central London from 21st February until the Easter weekend. All the two and a half foot eggs will be hidden around 12 Egg Zones, encouraging all of London to participate in what is set to break the Guinness World Record for the most people participating in an Egg Hunt! The Big Egg Hunt hopes to raise over £2million for the charities Elephant Family and Action for Children, as hunters text message the unique keyword for every egg they find, entering the competition for the chance to win The Fabergé Diamond Jubilee Egg. Hunters can also collect their eggs to Facebook by checking in to each egg they find. All the eggs are for sale and will be auctioned at a live event by Sotheby’s and a grand online auction.

Discover the areas and Join the hunt.

Feb 27, 2012

Kevin Allocca: Why videos go viral

Kevin Allocca is YouTube's trends manager, and he has deep thoughts about silly web video. In this talk from TEDYouth, he shares the 4 reasons a video goes viral.

Feb 23, 2012


Classification: Creativity: 3,9;  Will to buy: 3,7;  Empathy for the Brand: 3,9
Total: 3,8

Watch and enjoy all the stunts at
The Ultrabook™ POP-UP THEATER is a series of live stunts that demonstrates the ultra thin design & responsiveness of the Ultrabook™.
A uniquely choreographed team of 60 individuals create a human digital wall made of Ultrabooks. The Pop-Up teams make surprise appearances on the streets of Los Angeles, transforming an everyday location into a mini theater.

Agency: Party
Creative directors: Masashi Kawamura, Hiroki Nakamura, Morihiro Harano
Technical directors: Hiroki Nakamura, Qanta Shimizu, Nobuaki Arikata (Birdman)
Art directors: Masashi Kawamura, Ryo Roy Tsukiji (Birdman)
Designers: Junya Hoshikawa (Birdman), Shinichi Hirata, Miho Ishizuka
Animation: Junichi Arakawa (Birdman)
Film director: Hiroki Ono (Aoi Advertising Promotion)
Web production: Birdman
Film production: dof, Aoi Advertising Promotion, Clip Pictures, inc

Feb 22, 2012

Marketing Vox - Mobile Coupons Get Social, QR-code Friendly

Email marketers have long been urged to enhance their formats with links social and mobile platforms to make them as useful to advertisers as possible. This lesson seems to have been absorbed by providers of another popular digital ad format: mobile coupons.

In recent days, a number vendors and retailers have introduced new features, or announced plans for new products, to make the mobile coupon more flexible, shareable and user friendly.

Sharing Via Facebook
Modiv Media has introduced Modiv Social, a product that lets shoppers aggregate coupons from any source and lets them share select mobile coupons via Facebook.  The shopper will see a “share” option on a coupon to identify that it can be shared via Facebook.

Once shared, people can grab the coupon and load it to their mobile coupon wallet.

A New Mobile Coupon Network
YOOSE, the hyper-local mobile ad network, and adsmobi, have announced plans to launch a new service called ‘Prime Location’. It will be a location-based service for mobile coupon campaigns.

Walgreens Relaunches Circular
Walgreens has relaunched its advertising circular, a Sunday staple read by more than 50 million U.S. consumers each week, with a digital offering that offers hundreds of additional items through and its mobile applications. Online ads also allow for social sharing via Twitter and Facebook, the ability to create advanced shopping lists and more.

Walgreens also added QR codes, allowing mobile users to view deals directly from a smartphone.

The QR Code Question
Walgreens is taking a flyer on using QR code technology—numerous studies have shown that consumers are not embracing the technology as marketers might have hoped.

For example, 18% of mobile users surveyed in Q4 2011 reported having scanned a QR code in the past 90 days, according to a JiWire report released in February 2012.

Among mobile shopping activities, this was on par with the proportion who had redeemed a mobile coupon, though was less than the percentage who had redeemed an online (34%) or newspaper (22%) coupon.
The QR code usage rate represented 53% of the mobile users who knew that their mobile device had a QR scanner. In fact, 33% of users said they did not know if their device had a QR scanner.

Platt Retail Institute 2012 In-Store Marketing Trends and Opportunities

We have read a variety of prognostications for all matter of big trends for  2012. At PRI, we do not pretend to know and see all, but we have spotted  several noteworthy developments that have been building for a while and represent significant business opportunities.

2012 holds many promises in terms of retail innovation. Smart phones,  mobile POS, experimental devices, and digital signs quickly come to mind.  As retailers leverage these technologies into their stores, the challenge of presenting a uniform, cross-channel message experience becomes  exceedingly complex.  Add to this equation all of the data that retailers collect  and achieving an integrated in-store marketing approach presents both a challenge and an opportunity.

Several themes we see presenting themselves to address this in 2012 are: 
• Business Analytics.
• Marketing Metrics.

Business analytics enable a retailer to understand and predict customer  behavior. Data mining results in segmentation and analysis, against which  multi-channel campaigns are executed and measured. Although not frequently linked with analytics and metrics, we are also of the view that content must be a part of the equation. 

We use the term Digital Marketing Systems to describe the end-to-end platform that embodies:

1. Behavioral merchandising (powered by business analytics).
2. Automated content management and generation.
3. Return on promotion.

Behavioral merchandising embodies business analytics that result in understanding, predicting, and influencing consumer purchase behavior instore by messages delivered via a digital communication network. The objective of behavioral  merchandising is to stimulate the consumer buying process by mass customization of targeted messages. At its core, behavioral merchandising advocates that by providing consumers with meaningful store, product, and service information, customer trust and loyalty can be increased. 

Automated content management refers to content that is created based upon directions received from business analytics. It encompasses the systems and processes to create, manage, optimize and distribute content on a cost effective, timely basis in response to instructional sets received from the behavioral  merchandising process. Automated content management drives  down production costs, dramatically reduces production time, and greatly expands the ability to “mass customize” high quality digital messages systemwide.   

Return on promotion is an advanced set of digital message performance metrics. Traffic, conversion rates, and results (POS data or inventory movement, for example), are monitored in response to in-store promotions. ROP provides the promoting firm with feedback on the impact of its displayed content. This information enables the brand to determine its return on investment, and continue to fine tune its content strategy. The network operation, in response to this feedback, will be in the position to instantly adjust pricing relative to demand. As well, this information is shared with the business analytics, so that the messaging intelligence is constantly improved upon.  

In 2012, automated solutions that deliver the intelligence, content, and metrics to produce successful integrated in-store marketing campaigns will be a big business.

Platt Retail Institute (PRI) is recognized worldwide as an industry-leading expert in research and consulting to retailers, media companies, financial institutions, hardware, software, transmission, and other business enterprises seeking to impact the customer in-store experience. PRI serves as a knowledge bridge between the academic world and industry, by synergizing the wealth of knowledge being produced at the university level with the need for more advanced yet practical business research and insight at the customer level. In addition to its global consulting expertise, PRI also publishes pioneering industry research.

Feb 18, 2012

A 5-year-old child Analyzes Logos

Cincinnati, Ohio-based identity designer Adam Ladd asked his 5-year-old daughter her impressions on some popular logos — my favorite is her response to the Republican Party logo. This is both adorable and some of the best and most authentic field research out there. - via Brand New

Feb 15, 2012

Color Changes Everything

Classification: Creativity: 3,8;  Will to buy: 3,5;  Empathy for the Brand: 3,8
Total: 3,7

Target transforms the spring season with colorful apparel, accessories, beauty and home products.

Feb 14, 2012

Social Media Features in Marketing Automation Systems: Who Does What?

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study).  But social is clearly growing fast and has great potential. So marketing automation vendors are understandably eager to support it in their systems.

I recently took a quick tour of vendor sites to see what social features they’re offering. Results are summarized in the table below. I need to stress that I’ve only credited vendors for features they list on their site. I strongly suspect that the data is incomplete, especially for basic features that are so common the vendors simply don’t bother to mention them. (Note: the table has been updated after the original post based on vendor feedback, so it's a bit more reliable than it was originally.)

The features fell into four broad categories:

• Basic posting and sharing: the most common features and the simplest level of social media marketing. As I wrote above, most vendors probably have most of them even though the chart doesn’t show them.

• Social media monitoring: watching social media for mentions of the company or other topics and responding when appropriate. Plenty of third party applications can do this, so providing it within the marketing automation system is mostly a matter of convenience.

• Importing social data: loading social data into the marketing automation database so it can be used for segmentation, analysis, and sharing with salespeople via CRM integration. This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API.

• Social platform integration: using native features of the social platforms by writing to their APIs. This can be tricky for the marketing automation vendors to build but it lets their clients take greater advantage of social media possibilities.

Looking at the chart as a whole, what stands out is the sheer variety: once you get past the basics, no features are common enough to consider them standard. This contrasts sharply with mature categories like email, landing pages, and nurture campaigns, where dozens of features are shared by most systems.  The reason is obvious – social media is still very young – but the disparity still provides interesting insights into what different vendors feel are most important to their clients.

The variety also illustrates that a great number of social media applications are possible (with plenty more to come). Naturally, the vendors will borrow features from each other, so we can expect some convergence over time..  A standard set of features will emerge as the industry figures out what’s really important.

The list below presents each vendor with a brief explanation of the table entries. Links on the vendor names go directly to the vendor Web page or press release that described their social media capabilities.  In cases where the data came from different sources, I've put the link on the items themselves.

- posting: central panel to post tweets and Facebook updates
- sharing: place sharing buttons on emails
- tracking: measure clicks on links in system-generated posts.
- Facebook forms: use forms within Facebook pages and apps to gather customer permissions
- social sign-in: use social media sign-in services to replace marketing automation forms
personalized Facebook ads: display different ad versions on a Facebook page based on the user’s profile, including both Facebook and non-Facebook data

- sharing: place sharing buttons on landing pages
- tracking: measure visitors from the shared pages
- load Twitter feed: connector to load Twitter conversations to lead profiles and use the conversations in campaign rules

- sharing: place sharing buttons on emails and other marketing materials
- social sign-in: use social media sign-in services to replace marketing automation forms
- Klout segmentation: add Klout scores to lead profiles and use them in campaign rules
- show Twitter feed: let salespeople see a lead’s Twitter posts on their Profiler dashboard

- social monitoring: use CoreMetrics Social to find social media mentions of company

- posting: manage blog posts with review process and SEO recommendations
- sharing: place sharing buttons on email and microsites
- tracking: integrate with third party web analytics to track social referrals
- monitoring: integrate with third party social listening tools for monitoring

- posting: central panel to schedule and send social messages
- load social profile: use Qwerly to import social media profiles and add to marketing automation lead profile
- show social profile: show social profile data in CRM

- posting: send posts to Twitter, Facebook, LinkedIn and/or RSS feeds along with email sends
- sharing: place sharing buttons on email
- social sign-in: use social media sign-in services to replace sign-in forms
- Facebook forms: add registration forms to Facebook and blogs
- badges and buttons: embed buttons and badges in email for Facebook, Twitter, Foursquare, StumbleUpon, XING

Act-On Software
- tracking: embed trackable links in system-generated posts
- social prospecting: find relevant social conversations and send to in-box; send template-based responses

- sharing: place sharing buttons on email and landing pages
- tracking: embed trackable links in system-generated posts and online documents

TreeHouse Interactive
- sharing: place sharing buttons on email and landing pages
- tracking: embed trackable links in system-generated posts
Facebook forms: build advanced forms that can work within Facebook pages

- load social profile: find data about visitors on Jigsaw, Linkedin, Twitter and post to marketing automation lead profile

- tracking: embed trackable links in personalized web promotions and chat messages

- social monitoring: use Collecta realtime search to find social media mentions of company

- posting: send social media messages and blog posts
- sharing: place sharing buttons on blog posts and other content
- social monitoring: find social media mentions of company and respond
- Facebook forms: build ‘welcome’ app to capture leads on Facebook page

article written by David Raab on Customer Think