This document discusses how brands are using social media to target youth. It provides insights into how youth engage with social media and each other. It analyzes case studies of brand campaigns on platforms like Instagram, Twitter, Facebook and YouTube. The key insights discussed are that brands need to be personal and authentic to connect with youth, that youth are always connected as "social customers", that visual content is important for storytelling, sharing experiences through videos and memes is popular, and generating shared experiences through crowd-sourced content. The document advocates that brands understand youth behaviors and values in order to effectively engage them through innovative social media campaigns.
(mobileYouth) The Youth Marketing HandbookGraham Brown
The document discusses how youth are motivated more by the social context and meaning of products rather than just the products themselves. It argues that companies should focus on understanding the context youth associate with brands in order to effectively market to them. The document uses examples like soda, motorcycles, and pens to illustrate how brands create social value for youth beyond just the product. It also warns against only focusing on content and product features, arguing that context is what drives emotional connections and brand loyalty for youth.
The document provides 10 tips for marketing to tween audiences: 1) Focus on specific segments rather than trying to appeal to all tweens, 2) Be authentic, 3) Respect the power of parents who influence tween purchases, 4) Engage tweens more deeply than just mentions on social media, 5) Earn tweens' trust over the long run through transparent partnerships, 6) Give tweens a voice in the brand, 7) Allow the brand to be discovered organically over time, 8) Entertain tweens through interactive retail experiences, 9) Experiment with emerging platforms to stay connected to tweens, and 10) Adapt to tweens seeking interests previously meant for older audiences due to exposure to diverse media content
This document discusses how advertisers target teenagers as a consumer demographic. It explains that teenagers are considered the largest consumer group because they have disposable income, greatly influence their peers and parents, and brand loyalty established during teenage years often lasts a lifetime. The document also outlines some common advertising strategies used to target teenagers, such as selling a lifestyle/image rather than just a product, using humor to attract attention, and preying on teenage insecurities and desire to fit in.
The document discusses various marketing strategies and techniques used by advertisers to manipulate consumers into purchasing products. It describes how advertisers conduct extensive research to understand target audiences and their preferences. It then explains how advertisers craft emotional connections in ads by appealing to audiences' desires, needs, and fears. Ads often promise that purchasing a product will fulfill emotional wants or solve anxieties. The document also notes how advertisers frequently sell an ideal lifestyle or image rather than the product itself. Specific techniques highlighted include using idealized families and cartoon characters to influence children, and celebrity endorsements. The overall aim of these strategies is to get consumers' attention and convince them that purchasing a product is necessary or beneficial.
Young Marketers Elite 2 - Insight Activator - Tu Oanh-Van KhaiPhung Tu Oanh
The document discusses Insight Activator, a tool that helps turn observations and consumer learnings into actionable insights. It provides an overview of the insight activation process, which includes defining the task, reviewing existing resources, exploring to expand understanding, collecting learnings together, and generating ideas. Examples are given of companies like Nike and Heinz going through this process to develop insights and ideas for brand positioning, communication, and innovations. Consumer observations and generated insight platforms are outlined for each example.
A presentation I created for a prototype air-freshener. This presentation represents the creative aspect of our campaign to be presented during class.
It went well.
Advertisers use many techniques to influence consumers, even if consumers don't realize it. These techniques include associating products with sex, humor, patriotism and positive emotions. Advertisers also address consumer concerns disingenuously and make vague, exaggerated claims. Today, with numerous media choices, advertisers employ targeted marketing, product placement, sponsorship and branding to make products part of people's lifestyles and identities. The document warns consumers to be aware of manipulative advertising techniques.
The document discusses different types of advertising appeals and claims that advertisers use to convince consumers to purchase products. It describes common appeals such as fear, humor, sex, music, rational arguments, and emotions. It also examines the effectiveness of different appeals and provides examples of ads that utilize specific appeals. The document then discusses different types of claims advertisers employ, such as scientific claims, compliments to the consumer, rhetorical questions, unfinished comparisons, and weasel words.
(mobileYouth) The Youth Marketing HandbookGraham Brown
The document discusses how youth are motivated more by the social context and meaning of products rather than just the products themselves. It argues that companies should focus on understanding the context youth associate with brands in order to effectively market to them. The document uses examples like soda, motorcycles, and pens to illustrate how brands create social value for youth beyond just the product. It also warns against only focusing on content and product features, arguing that context is what drives emotional connections and brand loyalty for youth.
The document provides 10 tips for marketing to tween audiences: 1) Focus on specific segments rather than trying to appeal to all tweens, 2) Be authentic, 3) Respect the power of parents who influence tween purchases, 4) Engage tweens more deeply than just mentions on social media, 5) Earn tweens' trust over the long run through transparent partnerships, 6) Give tweens a voice in the brand, 7) Allow the brand to be discovered organically over time, 8) Entertain tweens through interactive retail experiences, 9) Experiment with emerging platforms to stay connected to tweens, and 10) Adapt to tweens seeking interests previously meant for older audiences due to exposure to diverse media content
This document discusses how advertisers target teenagers as a consumer demographic. It explains that teenagers are considered the largest consumer group because they have disposable income, greatly influence their peers and parents, and brand loyalty established during teenage years often lasts a lifetime. The document also outlines some common advertising strategies used to target teenagers, such as selling a lifestyle/image rather than just a product, using humor to attract attention, and preying on teenage insecurities and desire to fit in.
The document discusses various marketing strategies and techniques used by advertisers to manipulate consumers into purchasing products. It describes how advertisers conduct extensive research to understand target audiences and their preferences. It then explains how advertisers craft emotional connections in ads by appealing to audiences' desires, needs, and fears. Ads often promise that purchasing a product will fulfill emotional wants or solve anxieties. The document also notes how advertisers frequently sell an ideal lifestyle or image rather than the product itself. Specific techniques highlighted include using idealized families and cartoon characters to influence children, and celebrity endorsements. The overall aim of these strategies is to get consumers' attention and convince them that purchasing a product is necessary or beneficial.
Young Marketers Elite 2 - Insight Activator - Tu Oanh-Van KhaiPhung Tu Oanh
The document discusses Insight Activator, a tool that helps turn observations and consumer learnings into actionable insights. It provides an overview of the insight activation process, which includes defining the task, reviewing existing resources, exploring to expand understanding, collecting learnings together, and generating ideas. Examples are given of companies like Nike and Heinz going through this process to develop insights and ideas for brand positioning, communication, and innovations. Consumer observations and generated insight platforms are outlined for each example.
A presentation I created for a prototype air-freshener. This presentation represents the creative aspect of our campaign to be presented during class.
It went well.
Advertisers use many techniques to influence consumers, even if consumers don't realize it. These techniques include associating products with sex, humor, patriotism and positive emotions. Advertisers also address consumer concerns disingenuously and make vague, exaggerated claims. Today, with numerous media choices, advertisers employ targeted marketing, product placement, sponsorship and branding to make products part of people's lifestyles and identities. The document warns consumers to be aware of manipulative advertising techniques.
The document discusses different types of advertising appeals and claims that advertisers use to convince consumers to purchase products. It describes common appeals such as fear, humor, sex, music, rational arguments, and emotions. It also examines the effectiveness of different appeals and provides examples of ads that utilize specific appeals. The document then discusses different types of claims advertisers employ, such as scientific claims, compliments to the consumer, rhetorical questions, unfinished comparisons, and weasel words.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
The document discusses factors that influence Millennial brand loyalty. It notes that Millennials are diverse and cannot be defined simply. To earn their loyalty, brands must (1) segment their audience rather than targeting all Millennials the same, (2) engage in two-way communication by listening and being willing to change, (3) be honest and transparent to build trust, (4) personalize experiences through a human connection, and (5) connect with local communities in authentic ways. The document advocates segmenting Millennials, having open dialogue with them, being honest about the brand, personalizing experiences, and getting involved in local communities to build genuine affinity and long-term loyalty.
The document discusses various advertising techniques used to influence consumer behavior, many of which rely on emotional appeals rather than logical or factual arguments. It notes that advertisers commonly use sex appeal, humor, patriotism, and positive imagery to create emotional associations with products. While these strategies can be effective, the document warns that consumers should think critically about advertising claims and not accept them at face value, as advertisers sometimes use vague language, selective facts, or misleading scientific references to promote their products.
Young Marketers Elite 2 Assignment For Attendance - Ngo Phuc Nguyen - Week 2Nguyen Ngo
This document provides an overview of consumer insight and how to develop insights. It discusses the ultimate goal of marketing as serving consumers' needs. There are 4 elements of an insight: a fundamental truth, category specific, a deep emotional driver, and personal. The document outlines how to develop insights through observation, asking why questions, selecting an insight, and checking it against 4 criteria. Developing insights can come from focus groups, segmentation, and targeting. An example insight provided is that kids getting dirty while playing allows them to truly experience life and grow.
This document defines various techniques used in advertising, including:
- Avante Garde, Bandwagon, Card Stacking, Emotional Word Repetition, Glittering Generalities, Jingle, Plain Folks, Simple Solutions, Slogan, Snob Appeal, Target Audience, Testimonial, Transfer, Weasel Words, and Wit and Humor.
It provides examples for many of the techniques and discusses how advertisers aim to attract consumers by exploiting emotions, popularity, credibility and associations with desirable things. The document also discusses common traits of famous advertising slogans and defines demographics used to identify target audiences.
This document discusses brand positioning and extended brand positioning. It begins by defining key elements of brand positioning including brand essence, brand key, target audience, benefits, competitive environment, reasons to believe, and brand positioning statement. Examples of brand positioning statements are provided for different brands like DWL, Sunsilk, and Asus. It then discusses how brands can extend their positioning by exploring new target audiences, benefits, competitive environments, or values while staying aligned with their brand essence. Both successful extensions like Nintendo Wii and failures like New Coke are examined. The document emphasizes that brand extensions should follow a brand's DNA and not dilute the existing positioning.
The document provides details on a proposed digital marketing strategy for the Fami brand. It begins with an analysis of the brand's current situation and opportunities to own the topic of Vietnamese Family Day. The objectives are to increase brand advocacy, emotional connection to family bonding, frequency for current shoppers, and revenue. The strategy proposes that Fami differentiate itself by having customers define what "home" means to them through an interactive online platform and viral video content. Key tactics include a music video with brand ambassadors, a microsite for users to post definitions, and influencer videos to support the message that Fami nourishes family bonding moments.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Phenomenon brands are those that consumers are proud to own and display, and that provide a unique experience that connects with trends and youth culture. Characteristics include being part of a lifestyle trend, offering a futuristic product, having mass appeal, reflecting consumer attitudes, and building identity and social groups. Building a phenomenon brand requires an innovative idea, answering an untapped need, vision, creative thinking, and aggressive promotion. Not all categories can contain phenomenon brands, such as those with negative associations, serious business images, or inability to brandish the brand. Icon brands are phenomenon brands that have maintained their status for a long period of time due to strong aura and heritage.
Toys"R"Us in a Digital World: Final PresentationElizabeth Brown
Toys"R"Us aims to strengthen its digital presence by focusing on parents of young children through targeted marketing on various platforms like email, websites and social media. The document recommends that Toys"R"Us improve customer engagement on social media by responding to comments and questions, create more differentiated content across platforms, and optimize its mobile shopping experience and webpages. It also suggests measuring the effectiveness of digital efforts through surveys and analytics to further drive sales.
This document discusses advertising and logos. It provides examples of logos that contain hidden symbols and messages. Effective logos appeal to audiences in subtle ways. The document also examines slogans and the rhetorical techniques used in advertisements to target audiences. Developing logos and slogans that encapsulate a brand's values is an important part of advertising design.
LeapFrog is developing a marketing plan to capitalize on the $78 billion worldwide toy market. They aim to increase profits by 37% by 2013 by expanding into new markets with multi-lingual toys, focusing on higher margin software, and increasing marketing spend. LeapFrog faces competition from major toy companies like Mattel and Hasbro as well as niche learning toy brands. The marketing plan recommends building globally-focused toys, boosting software offerings, ramping up advertising, and potentially acquiring other learning toy companies.
The document discusses various themes and approaches that can be used in advertising campaigns, including rational creative approaches, emotional creative approaches, and using endorsers. It outlines factors that influence whether using an endorser will be effective or ineffective for a brand, such as ensuring proper positioning so the endorser's values align with the brand, avoiding overexposure of the endorser, and making sure the product delivers on expectations. Key factors that contribute to the success of celebrity endorsements include creating a strong connection between the traits of the endorser and the brand values.
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
Young Marketers Elite 3 – Assignment Zero.1 – Minh Thông / Thanh An / Trường ...Chu Minh Thông
This document discusses consumer insights and how they can be used for brand building. It defines consumer insight as a penetrating understanding that provides opportunities for brand development. Good insights are based on fundamental consumer truths, are category-specific, tap into deep emotional drivers, and are personal. Insights can be used for brand positioning, communication, activation, and innovation. The document provides techniques for developing insights through sentence completion, word associations, collages, personification, and third-party projection. Market research aims to reduce risk and point to actions but cannot replace management decisions.
Young Marketers Marathon - Phương Vi & Hiếu HiếuPhonl CL
This document outlines a PR campaign for Vinacafé, a Vietnamese coffee brand. The campaign aims to awaken national pride and values among Vietnamese youth.
It begins with a viral video that humanizes the nation as a youth going through growing pains (Phase 1). This is meant to trigger awareness and sympathy. The next phase involves an online video contest encouraging youth to propose how they can help the nation grow together by each changing themselves (Phase 2). The final phase amplifies this message and culminates in celebrating a "National Growing Up Day" where the brand, youth, and nation commit to continuous progress (Phase 3).
The goal is to position Vinacafé as an inspiring brand that brings generations together and represents
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
The document provides an analysis of the male grooming category in Vietnam and recommendations for repositioning the X-Men brand. Key points include:
1) The male grooming category in Vietnam still has room for growth, with only 15% of men currently using products. X-Men, as market leader, should help recruit new users to expand the category.
2) X-Men is seen as the market leader but scores lower than competitors on "meaningfulness". The brand should focus on functional benefits and boosting confidence to drive meaningfulness.
3) The target consumers are late millennials and Gen Z aged 18-29 who want to prove their masculinity and individuality. A key insight is
This document discusses how brands should focus on people rather than products or logos. It argues that a brand is defined by how people feel about it rather than what the brand says it is. It also notes that people and technology are constantly changing, so brands must follow these changes. The document provides tips for brands to connect with people, including finding their target audience, understanding behaviors and cultural tensions, defining a purpose beyond selling, and creating meaningful acts instead of just advertisements.
The document discusses findings from research about the youth of India. It summarizes that today's youth want to maximize life experiences by traveling, experiencing new foods and cultures, and learning new skills. They also keep multiple priorities balanced by juggling work, family, social life, and hobbies. The youth constantly seek self-improvement and are influenced by exposure to different lifestyles online. They expect instant gratification and crave everything quickly due to living in an era of instant communication.
Using digital marketing to target the youth marketGavin Llewellyn
A simple presentation outlining some of the social media and mobile marketing tools and tactics I would use to target the 14-21 youth market for Greggs plc.
14 Youth Marketing Digital Trends For Brands To Ride On!Happy Marketer
This deck outlines 14 youth marketing trends that brands can ride on in the Year of the Horse. Fundamentally, it questions the definition of "youth" and how brands can segment & better target them. For each of the 14 points, it illustrates certain global & regional case studies to substantiate the trend. It concludes by proposing a mechanism to juxtapose behavorial economic insights with real time big data to better reach out to, engage with & sell to today's youth.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
The document discusses factors that influence Millennial brand loyalty. It notes that Millennials are diverse and cannot be defined simply. To earn their loyalty, brands must (1) segment their audience rather than targeting all Millennials the same, (2) engage in two-way communication by listening and being willing to change, (3) be honest and transparent to build trust, (4) personalize experiences through a human connection, and (5) connect with local communities in authentic ways. The document advocates segmenting Millennials, having open dialogue with them, being honest about the brand, personalizing experiences, and getting involved in local communities to build genuine affinity and long-term loyalty.
The document discusses various advertising techniques used to influence consumer behavior, many of which rely on emotional appeals rather than logical or factual arguments. It notes that advertisers commonly use sex appeal, humor, patriotism, and positive imagery to create emotional associations with products. While these strategies can be effective, the document warns that consumers should think critically about advertising claims and not accept them at face value, as advertisers sometimes use vague language, selective facts, or misleading scientific references to promote their products.
Young Marketers Elite 2 Assignment For Attendance - Ngo Phuc Nguyen - Week 2Nguyen Ngo
This document provides an overview of consumer insight and how to develop insights. It discusses the ultimate goal of marketing as serving consumers' needs. There are 4 elements of an insight: a fundamental truth, category specific, a deep emotional driver, and personal. The document outlines how to develop insights through observation, asking why questions, selecting an insight, and checking it against 4 criteria. Developing insights can come from focus groups, segmentation, and targeting. An example insight provided is that kids getting dirty while playing allows them to truly experience life and grow.
This document defines various techniques used in advertising, including:
- Avante Garde, Bandwagon, Card Stacking, Emotional Word Repetition, Glittering Generalities, Jingle, Plain Folks, Simple Solutions, Slogan, Snob Appeal, Target Audience, Testimonial, Transfer, Weasel Words, and Wit and Humor.
It provides examples for many of the techniques and discusses how advertisers aim to attract consumers by exploiting emotions, popularity, credibility and associations with desirable things. The document also discusses common traits of famous advertising slogans and defines demographics used to identify target audiences.
This document discusses brand positioning and extended brand positioning. It begins by defining key elements of brand positioning including brand essence, brand key, target audience, benefits, competitive environment, reasons to believe, and brand positioning statement. Examples of brand positioning statements are provided for different brands like DWL, Sunsilk, and Asus. It then discusses how brands can extend their positioning by exploring new target audiences, benefits, competitive environments, or values while staying aligned with their brand essence. Both successful extensions like Nintendo Wii and failures like New Coke are examined. The document emphasizes that brand extensions should follow a brand's DNA and not dilute the existing positioning.
The document provides details on a proposed digital marketing strategy for the Fami brand. It begins with an analysis of the brand's current situation and opportunities to own the topic of Vietnamese Family Day. The objectives are to increase brand advocacy, emotional connection to family bonding, frequency for current shoppers, and revenue. The strategy proposes that Fami differentiate itself by having customers define what "home" means to them through an interactive online platform and viral video content. Key tactics include a music video with brand ambassadors, a microsite for users to post definitions, and influencer videos to support the message that Fami nourishes family bonding moments.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Phenomenon brands are those that consumers are proud to own and display, and that provide a unique experience that connects with trends and youth culture. Characteristics include being part of a lifestyle trend, offering a futuristic product, having mass appeal, reflecting consumer attitudes, and building identity and social groups. Building a phenomenon brand requires an innovative idea, answering an untapped need, vision, creative thinking, and aggressive promotion. Not all categories can contain phenomenon brands, such as those with negative associations, serious business images, or inability to brandish the brand. Icon brands are phenomenon brands that have maintained their status for a long period of time due to strong aura and heritage.
Toys"R"Us in a Digital World: Final PresentationElizabeth Brown
Toys"R"Us aims to strengthen its digital presence by focusing on parents of young children through targeted marketing on various platforms like email, websites and social media. The document recommends that Toys"R"Us improve customer engagement on social media by responding to comments and questions, create more differentiated content across platforms, and optimize its mobile shopping experience and webpages. It also suggests measuring the effectiveness of digital efforts through surveys and analytics to further drive sales.
This document discusses advertising and logos. It provides examples of logos that contain hidden symbols and messages. Effective logos appeal to audiences in subtle ways. The document also examines slogans and the rhetorical techniques used in advertisements to target audiences. Developing logos and slogans that encapsulate a brand's values is an important part of advertising design.
LeapFrog is developing a marketing plan to capitalize on the $78 billion worldwide toy market. They aim to increase profits by 37% by 2013 by expanding into new markets with multi-lingual toys, focusing on higher margin software, and increasing marketing spend. LeapFrog faces competition from major toy companies like Mattel and Hasbro as well as niche learning toy brands. The marketing plan recommends building globally-focused toys, boosting software offerings, ramping up advertising, and potentially acquiring other learning toy companies.
The document discusses various themes and approaches that can be used in advertising campaigns, including rational creative approaches, emotional creative approaches, and using endorsers. It outlines factors that influence whether using an endorser will be effective or ineffective for a brand, such as ensuring proper positioning so the endorser's values align with the brand, avoiding overexposure of the endorser, and making sure the product delivers on expectations. Key factors that contribute to the success of celebrity endorsements include creating a strong connection between the traits of the endorser and the brand values.
Pragmatic analysis of advertisements. Introduction with Elaboration likelihood model.(psychological analysis of advertisements)
Whosoever see this slide, do watch this Nestle campaign #shareyourgoodness and Open Happiness campaign by coca cola.
Nestle campaign : https://www.youtube.com/watch?v=syZju6ui394
Coca Cola Campaign: https://www.youtube.com/watch?v=9dHOzw5KSlE
Young Marketers Elite 3 – Assignment Zero.1 – Minh Thông / Thanh An / Trường ...Chu Minh Thông
This document discusses consumer insights and how they can be used for brand building. It defines consumer insight as a penetrating understanding that provides opportunities for brand development. Good insights are based on fundamental consumer truths, are category-specific, tap into deep emotional drivers, and are personal. Insights can be used for brand positioning, communication, activation, and innovation. The document provides techniques for developing insights through sentence completion, word associations, collages, personification, and third-party projection. Market research aims to reduce risk and point to actions but cannot replace management decisions.
Young Marketers Marathon - Phương Vi & Hiếu HiếuPhonl CL
This document outlines a PR campaign for Vinacafé, a Vietnamese coffee brand. The campaign aims to awaken national pride and values among Vietnamese youth.
It begins with a viral video that humanizes the nation as a youth going through growing pains (Phase 1). This is meant to trigger awareness and sympathy. The next phase involves an online video contest encouraging youth to propose how they can help the nation grow together by each changing themselves (Phase 2). The final phase amplifies this message and culminates in celebrating a "National Growing Up Day" where the brand, youth, and nation commit to continuous progress (Phase 3).
The goal is to position Vinacafé as an inspiring brand that brings generations together and represents
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
The document provides an analysis of the male grooming category in Vietnam and recommendations for repositioning the X-Men brand. Key points include:
1) The male grooming category in Vietnam still has room for growth, with only 15% of men currently using products. X-Men, as market leader, should help recruit new users to expand the category.
2) X-Men is seen as the market leader but scores lower than competitors on "meaningfulness". The brand should focus on functional benefits and boosting confidence to drive meaningfulness.
3) The target consumers are late millennials and Gen Z aged 18-29 who want to prove their masculinity and individuality. A key insight is
This document discusses how brands should focus on people rather than products or logos. It argues that a brand is defined by how people feel about it rather than what the brand says it is. It also notes that people and technology are constantly changing, so brands must follow these changes. The document provides tips for brands to connect with people, including finding their target audience, understanding behaviors and cultural tensions, defining a purpose beyond selling, and creating meaningful acts instead of just advertisements.
The document discusses findings from research about the youth of India. It summarizes that today's youth want to maximize life experiences by traveling, experiencing new foods and cultures, and learning new skills. They also keep multiple priorities balanced by juggling work, family, social life, and hobbies. The youth constantly seek self-improvement and are influenced by exposure to different lifestyles online. They expect instant gratification and crave everything quickly due to living in an era of instant communication.
Using digital marketing to target the youth marketGavin Llewellyn
A simple presentation outlining some of the social media and mobile marketing tools and tactics I would use to target the 14-21 youth market for Greggs plc.
14 Youth Marketing Digital Trends For Brands To Ride On!Happy Marketer
This deck outlines 14 youth marketing trends that brands can ride on in the Year of the Horse. Fundamentally, it questions the definition of "youth" and how brands can segment & better target them. For each of the 14 points, it illustrates certain global & regional case studies to substantiate the trend. It concludes by proposing a mechanism to juxtapose behavorial economic insights with real time big data to better reach out to, engage with & sell to today's youth.
Teen consumers in the US represent over $200 billion in annual spending. They spend much of their time online and on mobile devices, with 95% online and 75% accessing the internet from mobile. Teens spend an average of 10 hours and 45 minutes online each day, with 25% logging into social media over 10 times daily. Teens prefer to shop at their favorite stores online, with 70% shopping online and 50% shopping exclusively online. They have an average allowance of $780 yearly, with 78% having over $50 in monthly purchasing power.
The document discusses social media and careers in STEM fields. It provides an overview of popular social media platforms used by SAP and growth in their follower counts. It also outlines the size and growth of SAP's community network. In addition, the document explores various STEM career paths and resources for learning more about opportunities in science, technology, engineering and mathematics.
Experiential Marketing, Old Rules No Longer ApplyAffiliate Summit
This document discusses experiential marketing and provides guidance on designing an experiential marketing strategy. It notes that experiential marketing is a return to community engagement. It advises understanding your target market, goals, and how to track progress. It then outlines questions to consider for different experiential marketing approaches like networking, meetups, webinars, workshops and events. The document concludes by assigning homework to define one strategy, document how it addresses common questions and roadblocks, and how progress will be tracked through goals.
Proximity Marketing Essentials by LeantegraLeantegra
This presentation delivers in-depth information about Proximity Marketing, providing valuable answers to these questions:
- How to increase foot traffic?
- How to understand customer behavior?
- How to enhance client experience?
In addition, a reader will be able to understand how Proximity Marketing works, mainly by seeing the kind of devices (BLE beacons, gateways) that are required for the minimum installation and how they interact. It will be also quite useful to learn, what type of content can be delivered to smartphones and how to set up a Proximity campaign.
Along with that, one can find out more about the Leantegra's Campaign and Location Analytics providing not only a number of opened notifications, but the impact a marketing campaign renders on the customers' foot traffic behavior.
Last but not least, the presentation covers the ways to adopt this solution without a pre-installed business app via Eddystone-URL and Nearby.
Enjoy the reading!
This document discusses building progressive web apps with Angular 2. It covers using service workers to enable offline functionality through caching, implementing an app shell architecture for immediate loading, and other features like background syncing and push notifications. The last section describes the Angular Mobile Toolkit for generating starter code and manifest files to help develop progressive web apps.
Here are brief overviews of Lindt's three primary competitors:
Ghirardelli:
- Founded in 1852 in San Francisco, known for their iconic chocolate squares
- Owned by Lindt since 1998, focuses on west coast of US
- Offers bars, baking chips, hot cocoa, seasonal items
- Uses nostalgia and heritage in marketing to appeal to consumers
Godiva:
- Founded in 1926 in Belgium, positioned as ultra-luxury chocolate
- Over 600 stores worldwide, also sold in high-end retailers
- Known for their gold packaging and attention to detail
- Emphasizes gifting occasions through marketing
Dove:
- Produced by Mars
The document discusses digital menus and proximity marketing technologies for restaurants. It describes how digital menus allow customers to access menus and wine lists on their mobile devices, allowing them to stay connected to social apps and share what they like. The menus also gather customer data on habits, preferences, and time spent in the restaurant, which is displayed to owners in real-time dashboards. It further explains how iBeacons can be used to trigger customized experiences for customers within set distance ranges of the beacons placed in a restaurant.
Product differentiation refers to designing meaningful differences between a company's product or service and competitors' offerings to distinguish itself. Positioning involves designing a company's market offering and image to occupy a distinctive place in customers' minds based on product attributes, brand image, usage occasions, or market segment. Meaningful differentiation and positioning should offer distinct benefits important to customers, be superior to competitors, and reinforced through a distinctive brand image and marketing mix.
Domino's Pizza was founded in 1960 in Michigan and has grown to over 8,000 stores worldwide. Their vision is to be the best pizza delivery company in the world, and their mission is to consistently delight customers with great tasting pizza choices and friendly, prompt delivery service. Domino's has successfully positioned itself as being able to deliver fresh pizza within 30 minutes through their marketing. They target families, teenagers, and college students. While facing competition from other pizza chains, Domino's focuses on quality, service, and offering discounts to maintain their market position as a leader in the pizza delivery industry.
Building Your Brand Through Experiential Marketing | Talent Connect San Franc...LinkedIn Talent Solutions
Experiential marketing is a form of advertising that helps consumers experience a brand. Learn from PwC how to strengthen your company’s brand as an employer of choice by creating easy to execute experiences and programs that give candidates insight into your organization’s culture.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
Secrets of Simplicity: rules for being simple and usable (Giles Colborne)cxpartners
Giles Colborne's presentation discusses strategies for simplifying designs. It identifies two new rules for simplicity.
It also looks at why simplicity has become so important in interaction design, whether simplicity and usability are the same thing and exposes some myths about simplicity.
It's a version of a highly-rated talk from the Usability Professionals' Association (UPA) conference in Portland in June 2009.
I've added some 'Post-It' notes so it all makes sense!
UPDATED 18 June 2009: Fixed some of the builds and fonts to improve the appearance.
The Starbucks social media strategy document outlines objectives to grow millennial followers across social media platforms by 25% and increase engagement with posts by 15% by January 2017. Key strategies include increasing video and visual content, engaging with followers daily on Twitter, and encouraging followers to share photos with the #mystarbucks hashtag. Metrics such as website traffic sources, social media follower counts and engagement rates will be reported on in February, May, August and November.
Marketing is shifting from passive to active approaches that create experiences for consumers rather than simply pushing messages. By focusing on quality over quantity and building relationships through experiential engagement, brands can inspire customer advocacy and positive word-of-mouth. The most effective marketing involves consumers directly in experiences, as people retain 90% of what they do as opposed to just 10% of what they read.
This document provides an overview of teenage market segmentation. It begins by defining segmentation and the standardization versus adaptation approaches. It then discusses defining the teenage years globally. Teenagers are divided into segments based on interests like socially driven, diversely motivated, socially introverted, and sports oriented. While teens share some universal interests, their tastes differ by country requiring adaptation over standardization. Examples are given on USA, Brazilian, Chinese, Thai, and Indian teenagers. The document also examines whether Beijing teens emulate New York teens using Hofstede's cultural dimensions to distinguish differences in individualism and other factors between Asian and American teenagers.
Integrated marketing communications (IMC) is a concept that recognizes the value of a comprehensive marketing communications plan that evaluates various communication disciplines like advertising, direct marketing, digital marketing, sales promotion, and public relations. The plan combines these disciplines to provide clarity, consistency, and maximum impact. IMC aims to shift focus from advertising-centric approaches to utilizing multiple communication tools in an integrated way.
The document discusses experiential marketing, which aims to connect brands with consumers through emotional experiences that appeal to the senses. It provides examples of common experiential marketing tactics like flash mobs, sticker bombs, outdoor exhibits, and digital scavenger hunts. The document also discusses considerations for whether experiential marketing is right for a particular business and provides case studies of campaigns by brands like Sprite, Coca-Cola, and Nike.
The document is a creative brief for a PayPal marketing campaign. It aims to clarify misconceptions that PayPal is only for online shopping and reiterate that it is a virtual wallet allowing users control over their money. The target audience is teenagers seeking independence but still supported by parents. The key insight is that teens find ways to earn money through jobs to feel independent while balancing responsibilities. The main message is that PayPal allows receiving money whenever and wherever. Opportunities include using PayPal as a communication channel between friends.
This document discusses how companies can use social media for brand building. It provides statistics on social media usage and explains how the brand landscape has changed from traditional to more customized and collaborative approaches online. It then examines how social media can negatively impact brands if not used properly, and explores how companies can use social media for content marketing, personalized marketing, promotional marketing, and social marketing. Specific examples are given of how brands like Coca-Cola, Nike, McDonald's and Always have successfully utilized different social media platforms like Facebook, YouTube, Instagram and Twitter for these strategies.
This document discusses the role of social media in the fashion industry. It begins by outlining how fashion helps individuals express their identity. It then explores how social media platforms like Instagram, Twitter, and Pinterest are used by fashion brands, designers, and influencers to live stream runway shows, share trends and collections, and drive engagement. Data shows that social media is increasingly driving traffic and online/in-store sales for retailers. Hashtags are used to invite interactive discussions around fashion events. Overall, social media has helped make high fashion more accessible while boosting brand awareness and loyalty.
The social media campaign goals for DTLV Clothing Co. are to bring awareness to the brand before the launch of their debut collection and increase their social media following. The campaign will utilize Facebook, Instagram, and TikTok, posting daily high-quality photos and videos on each platform. Calls to action will encourage followers to visit the website to purchase items. Engagement will be measured using various metrics to learn more about the target audience and determine campaign success. Partnering with local influencers will help amplify campaign messages.
The document discusses the history and evolution of user-generated content from its origins in the 1980s on platforms like Usenet to modern social media. It traces major developments like blogs in the 1990s, wikis in 1998, social networks like Facebook and content sharing like Instagram. The document also outlines pros and cons of user-generated content marketing and provides tips for successful UGC strategies that engage customers.
With the rise of social media outlets like Vine, Snapchat and Tumblr, there's a clear evolution toward content that is more and more short-form. Longer videos and blogs are being replaced with six-second clips, short GIFs and 140-character quips.
This 90-minute webinar for those working with social media will discuss how to adapt to the always-changing digital world, with emphasis on a few effective practices for making content shorter and more engaging. It will provide examples of brands that have done so and discuss why they've been so successful.
Marta Tryshak is a 25-year-old social media influencer and entrepreneur from the University of Toronto. She launched her lifestyle website WithLoveGabrielle.com in 2008, which became a leading site in Canada. In 2012, she was named one of Marketing Magazine's Top 30 Under 30. She has since worked with many large brands as a social media strategist and brand ambassador. Tryshak emphasizes the importance of building community, loyalty, and original branded content when developing a social media strategy.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
The Power point slides that I used for a presentation to the Oviedo Winter Springs Lunch and Learn – May 26, 2015
A non-technical overview of twitter, with 2015 demographics that.
Fluid Communication Channels and the Marketing and Communications 'Ideas Boom'Jo Scard
The recent ‘ideas boom’ in marketing and communications in Australia highlights the need to revolutionise communications, moving beyond traditional channels to more fluid ones to suit the intended audience.
Presentation by Jo Scard from Fifty Acres at the National Public Sector Marketing and Communications Summit in Canberra on August 23, 2016.
Links:
PEW Social Media Usage Study: 2005-2015: http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
Cisco report: http://www.cisco.com/c/dam/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.pdf
Chewbacca Mom: https://www.facebook.com/candaceSpayne/videos/10209653193067040/
Inigo Montoya GIF: http://gph.is/24GRaaP
NT News tweet: https://twitter.com/TheNTNews/status/763133836871905281
Antarctic Ocean Alliance Facebook post: https://www.facebook.com/AntarcticOceanAlliance/posts/1192226690834583
Coca Cola Chok Chok: https://www.youtube.com/watch?v=pEDsERv-
rFA
Magnum Pleasure Hunt: https://www.youtube.com/
watch?v=LD4uiqejOLg
Instagram For Business COVID-19 PlaybookSocial Samosa
The document provides guidance for businesses on using Instagram during the COVID-19 pandemic. It offers suggestions on how to use Instagram tools like Live, Stories, Shopping, and IGTV to connect with customers, provide services digitally, communicate important messages, and answer frequently asked questions. The goal is to help businesses adapt their operations during this challenging time while still engaging their communities on Instagram.
How to build your brand on social media with illustrative examples and measur...Sambit Kumar Dwivedi
Social media is quickly creating a new area in the workplace - social business. And while you may know your team would benefit from social media adoption, you might not fully realize how you can be using the social channels to drive corporate business objectives. In this webinar presentation, Jordan Viator from Spredfast and Jennifer Stafford from HomeAway explore how to embrace social media for building brand awareness and discover best practices that really drive results.
special thanks for:
Alexandra Sharina,
Asya Kulikova & #arg_team,
Anna Kasimovskaya for this todo.
credits:
blog.kissmetrics.com/7-social-media-trends/
blog.bufferapp.com/social-media-trends-2018/
sproutsocial.com/insights/marketing-trends/
sproutsocial.com/insights/social-media-trends/
inc.com/zoe-henry/social-media-fails-2017.html/
inc.com/larry-kim/9-social-media-trends-to-pay-attention-to-in-2018.html
socialmediatoday.com/news/social-media-trends-in-2018-infographic/517131/
forbes.com/sites/jaysondemers/2017/12/27/7-social-media-trends-that-will-dominate-2018/#3e2e433025fb/
adweek.com/digital/penny-wilson-hootsuite-guest-post-5-trends-that-will-shape-social-media-in-2018/
While there's an art and a science to success on social media, there's also a psychology about it all that brands should study closely. Which topics and themes are popular with almost everyone on Twitter, Facebook and Instagram? What can you say or show that will command the undivided attention of your fans, followers and friends? The brand that portrays itself as interesting, entertaining and fun proves it has a personality, not just a pulse, and finds common ground with its audience.
Webinar: When Should You Use Instagram Stories vs. Feed?Falcon.io
Instagram is on the rise, and more and more brands are looking to establish an Instagram presence in order to better tap into their audience's interest. But there is a key challenge in modern Instagram publishing. Instagram Stories vs. Feed: Which is best?
Watch full webinar: https://www.falcon.io/webinars/stories-vs-feed/
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
How Social Media has shared the way Brands Speak to Consumers.Journal of Marketing
The document discusses how social media has changed how brands communicate with consumers. It provides the example of Old Spice's highly successful social media campaign from 2010. The campaign launched with a novel Super Bowl commercial and followed up with 186 personalized videos on YouTube and Twitter. This sparked a social media sensation with over 30 million YouTube views. As a result of the campaign, Old Spice sales increased 60% and brand sentiment reached an all-time high. The document concludes that social media has given consumers a platform to share recommendations and that brands must embrace social media to remain relevant to today's consumers.
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
Trends + Trendsetters: The Best in Fashion Content MarketingNewsCred
This document discusses successful content marketing strategies for fashion brands. It recommends (1) using user-generated content to showcase real customers and inspire confidence, (2) tying brand purpose into all content to appeal to values-driven consumers, and (3) linking online and offline experiences so customers can engage with the brand wherever they shop. Case studies of brands like Rent the Runway, Nasty Gal and Burberry demonstrate how these tactics strengthened customer connections and boosted sales. The key is creating content that reaches consumers at the right time, place and stage of their shopping journey.
This document discusses how social media is used in the fashion industry to increase brand awareness and sales. It provides examples of how fashion brands use platforms like Instagram, Facebook, Twitter and Pinterest to live stream fashion shows, share new trends and styles, and drive online and in-store purchases. Social media allows the fashion world to be more accessible to average consumers and helps small designers gain exposure. Statistics show that social traffic is increasing online sales and driving consumers to retail stores.
Similaire à How Brands Are Using Social Media To Target Youth (20)
Sagar Taneja is a digital marketing strategist with experience in social media marketing, paid social advertising, digital marketing strategy, and data analysis. His portfolio highlights work for brands in industries such as telecom, finance, entertainment, beauty, and nonprofits. He specialized in developing social media strategies, running Facebook ad campaigns, creating digital roadmaps, and analyzing customer data to improve marketing outcomes.
Google aims to become an AI-first company led by its large access to user data and computational resources which it uses to develop and apply AI across its business. It established 7 AI ethics principles but has faced criticism for its opaque governance structures. The document recommends Google improve its responsibility by restructuring its ethics boards, aiding industry adoption of AI, using AI to oversee itself, and sharing bias reduction tools.
Bollywood South Park is a fusion of the popular TV show South Park and iconic Bollywood movie characters that has been featured in several major publications. It has collaborated with leading Indian movie studios and the Mumbai Film Festival to create exclusive avatars that have been autographed and shared on social media by famous Bollywood celebrities like Shah Rukh Khan and Ranveer Singh. The artist was also invited to exhibit their Bollywood South Park cartoons at Asia's largest content creation festival.
How Organizations Use E-Recruitment in Today's Business LandscapeSagar Taneja
The document provides an assessment of e-recruitment practices on the websites of Ford and Google. It finds that both companies portray positive images that emphasize their culture and values. Ford's site is more professional while Google's is informal and highlights its uniqueness. Both effectively communicate benefits and allow profile views. Good practices include profiles, FAQs, and questionnaires for feedback. While separate country sites have higher costs, maintaining candidate accounts is better than just email. Overall, the document evaluates e-recruitment strategies and how companies can effectively attract candidates online.
By 2020, mobile subscriptions and smartphone usage are expected to greatly increase. It is projected that there will be over 9 billion mobile subscriptions globally by 2020, with smartphone subscriptions more than doubling. Video traffic will also increase significantly, making up around 60% of mobile data traffic by 2020. 5G networks are expected to begin commercial deployment in 2020 as well, supporting thousands of new applications. The mobile industry will see continued growth in data usage, driven by more devices connecting to mobile networks, especially with the rise of the Internet of Things. It is estimated there will be over 50 billion devices connected to wireless networks by 2020. Mobile payments and commerce are also forecasted to rise substantially, with mobile commerce potentially accounting for 21% of all digital
This document provides guidance on analyzing social media analytics data to understand audience engagement and improve marketing strategies. It discusses key metrics to examine from Facebook Insights and other tools, including likes, comments, user demographics, popular content, and referral sources. The goal is to identify what resonates most with the target audience and drive more effective outcomes through repeated testing and optimization.
Using Playlists to Increase YouTube Watch TimeSocioCosmos
Discover how to use playlists to keep viewers engaged and increase your watch time.
https://www.sociocosmos.com/product-category/youtube/youtube-comments/
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...AJHSSR Journal
ABSTRACT: Security plays an important role in human life and endeavors. Securing information and
disseminating are critical challenges in the present day. This study aimed at identifying innovative technologies
that aid cybercrimes and can constitute threats to cybersecurity in North Central (Middle Belt) Nigeria covering
its six States and the FCT Abuja. A survey research design was adopted. The researchers employed the use of
Google form in administering the structured questionnaire. The instruments were faced validated by one expert
each from ICT and security. Cronbach Alpha reliability Coefficient was employed and achieved 0.83 level of
coefficient. The population of the study was 200, comprising 100 undergraduate students from computer science
and Computer/Robotics Education, 80 ICT instructors, technologists and lecturers in the University and
Technical Colleges in the Middle Belt Nigeria using innovative technologies for their daily jobs and 20 officers
of the crime agency such as: Independent Corrupt Practices Commission (ICPC) andEconomic and Financial
Crimes Commission (EFCC). Three research purposes and questions as well as the hypothesis guided the study
on Five (5) point Likert scale. Data collected were analyzed using mean and standard deviation for the three
research questions while three hypotheses were tested using t-test at 0.05 level of significance. Major findings
revealed that serious steps are needed to better secure the cybers against cybercrimes. Motivation, types, threats
and strategies for the prevention of cybercrimes were identified. The study recommends that government,
organizations and individuals should place emphasis on moral development, regular training of its employees,
regular update of software, use strong password, back up data and information, produce strong cybersecurity
policy, install antivirus soft and security surveillance (CCTV) in offices in order to safeguard its employees and
properties from being hacked and vandalized.
KEYWORDS: Cybersecurity, cybercrime, cyberattack, cybercriminal, computer virus, Virtual Private Networks
(VPN).
UR BHatti Academy dedicated to providing the finest IT courses training in the world. Under the guidance of experienced trainer Usman Rasheed Bhatti, we have established ourselves as a professional online training firm offering unparalleled courses in Pakistan. Our academy is a trailblazer in Dijkot, being the first institute to officially provide training to all students at their preferred schedules, led by real-world industry professionals and Google certified staff.
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...AJHSSR Journal
ABSTRACT: Salman Rushdie’s novels are humorous books about serious times. His cosmopolitanism and
hybrid identity allowed him access to multiple cultures, religions, languages, dialects, and various modes of
writing. His style is often classified as magic realism, blending the imaginary with the real. He draws
inspiration from both English literature and Indian classical sources. Throughout his works, there is a lineage of
‘bastards of history’, a carnival of shameful characters scrolling all along his works. Rushdie intertwines fiction
with reality, incorporating intertextual references to Western literature in his texts, and frequently employing
mythology to explore history. This paper focuses on Rushdie’s three novels: Midnight’s Children, Shame, and
Haroun and the Sea of Stories, analyzing his postmodern storytelling techniques that aim to explore human
vices and follies while offering socio-political criticism.
KEYWORDS : Magic Realism, Rushdie, Satire, Storytelling, Transfictional Identities
Discover essential SEO Google tools to boost your website's performance, from Google Analytics and Search Console to Keyword Planner and Page Speed Insights.
Learn more: https://elysiandigitalservices.com/seo-google-tools/
ChatGPT 4o for social media step by step Guide.pdfalmutabbil
In this comprehensive guide, we'll delve into the exciting world of ChatGPT and explore
its practical applications for social media success. Learn how to craft captivating posts
that resonate with your audience, leverage automation to save precious time, and utilize
ChatGPT's analytical prowess to stay ahead of the curve.
1. HOW BRANDS ARE USING SOCIAL MEDIA TO TARGET YOUTH:
A CASE STUDY
2. index
THE MILLENIALS – 3
THE YOUTH AND SOCIAL MEDIA – 11
INSIGHTS ABOUT THE ARAB YOUTH – 26
THE ARAB YOUTH AND SOCIAL MEDIA – 46
INSIGHT #1 – BRANDS ARE PERSONAL – 54
INSIGHT #2 – SOCIAL CUSTOMERS – 64
INSIGHT #3 – VISUAL STORYTELLERS – 81
INSIGHT #4 – SHARED EXPERIENCES – 92
INSIGHT #5 – GENERATION WE – 102
INSIGHT #6 – EMOTIONALLY GLOCAL – 107
INSIGHT #7 – CREATIVE DISRUPTERS – 120
CASE STUDIES – INSTAGRAM CAMPAIGNS – 132
CASE STUDIES – TWITTER CAMPAIGNS – 138
CASE STUDIES – FACEBOOK CAMPAIGNS – 143
CASE STUDIES – YOUTUBE CAMPAIGNS – 149
AD PRACTICES – 156
2
54. THE INSIGHT
Brands are personal
They need to talk the talk, and walk the
walk
55. Youth want ‘like-minded peers’, not brands and agencies as
participants in their social media conversations.
Brands are personal 55
56.
57. • Throughout millennials’ lives, brands have been presenting themselves as a
means of self-expression and self-definition.
• Millennials are open-minded, so they accept that brands can play this role—but
they’re also demanding, so they want to know a lot about the brands that want to
represent them.
• Tooled up with social media and multiple viewpoints, millennials are adept at
looking through the marketing moves and getting a sense of what the brand is
really about, its truth.
• This matters to them because they use brands to identify, express and support
what they find personally important. Using brands that embody their values
makes them feel good about themselves.
• Brands that connect with millennials and identify with them understand the
importance of being authentic, real. They talk the talk, and walk the walk.
Brands are personal
57
58. MEMES SO HOW DO BRANDS GO ABOUT IT?
Brands are personal
SELFIES
#hashtags
LINGO
An image,
video, piece
of text, etc.,
typically
humorous in
nature, that is
copied and
spread rapidly
by Internet
users, often
with slight
variations.
Due to the
popular ity of
mobile with
front facing
cameras and
image sharing
social
networks like
Instagram, the
selfie trend
has exploded
and it hasn’t
stopped
brands from
being a part of
it.
People use
phrases on
social media
that have
become very
popular.
Brands have
used them in
their
communicati
on to
connect with
the youth.
a w o r d o r p h r a s e
preceded by a hash
sign (#), used on social
media sites such as
Tw i t t e r t o i d e n t i f y
messages on a specific
topic.
Others like EMOJIS
and REACTION
GIFS are also catching
on
58
59. MEME
Brands are personal
SELFIE
#hashtag
REACTI
ON GIF 59
FACEBOOK EXAMPLES
60. TWITTER EXAMPLES
LINGO
ICYMI or In case you missed it.
Often employed when a Twitter
user retweets his or her own
content from earlier.
Brands are personal
LINGO
H/T or Hat Tip. Brands use this
if they're sharing something
they heard through someone
else. It's nice to give credit.
#hashtag
Instagram users love
sharing old photos of
themselves, and #TBT
(Throwback Thursday) has
become the perfect
opportunity to do so.
EMOJIS 60
61. INSTAGRAM EXAMPLES
Star Wars launched its Instagram account
with this comical Darth Vader selfie . In the
first four hours, the account reportedly
gained 30,000 followers. To date, the image
has over 63,000 likes.
MEME
Brands are personal
SELFIE
Instagram users love
sharing old photos of
themselves, and #TBT
(Throwback Thursday) has
become the perfect
opportunity to do so. Many
brands have adapted #TBT
into their posts by sharing
historic images or fun
flashbacks of their brands.
#hashtags
61
63. Brands are personal
• Hashtags will soon be everywhere
• Currently used on a variety of networks:
Facebook, Google+, Instagram, Twitter
• Newsjacking and Trendjacking (the art of
injecting your ideas into a breaking
story)are a result of hashtags and have
made young opinion-makers the power to
be discovered.
63
65. As social customers, youth are either connected or connecting. Their
need to connect drives youth to behavior that seems irrational to others.
Social customers 65
66. 874 million people used
Facebook’s app in 2013, up by
45% from the year before.
INTERNATIONAL STATS
Social customers 66
74. Social customers
SO WHAT DO BRANDS DO ABOUT IT?
REWARD IN
REAL TIME
OPERATE
IN REAL-TIME
Some8mes,
to
show
their
thanks,
brands
do
cool
and
unexpected
things
to
give
back
to
their
social
media
fans.
Real-time marketing is
reacting in real-time, or in
a t im el y m an ne r, wi t h
messaging that’s relevant
to the needs and interests
of your customer. The
always-on-the-move
youngster prefers this.
74
75. TWITTER EXAMPLES
q Leveraging EVENTS
Social customers
During the third quarter of Super Bowl XLVII when a power outage at
the Superdome caused some of the lights to go out for 34 minutes,
Oreo’s social media team jumped on the cultural moment, tweeting
this ad.
The message caught on almost immediately to the youth, getting
nearly 15,000 retweets (as of this writing) and more than 20,000 likes
on Facebook!
REAL-TIME
REAL-TIME
Humour is the best way to attract the
youth’s attention. In #2014, the
#Oscars hashtag was used in 8.9
million Tweets in superb ways.
75
76. TWITTER EXAMPLES
q Leveraging
NEWSMAKERS
Brands often post updates about youth icons to connect with the audience on the
internet. On the retirement of India’s biggest sporting legend, Sachin Tendulkar,
many international brands participated in the hashtag #ThankyouSachin. On the
death of Nelson Mandela thousands of people, including brands, lamented the
occasion by sharing his quotes and posting his pictures. Some brands do this in a
cheeky way as well, like in the example above when Orange is the New Black, a TV
show about a women’s prison tweeted the picture when Justin Bieber was arrested.
Social customers
76
77. TWITTER EXAMPLES
q Leveraging FANS
Taco Bell recently created a set of
eight custom Taco Bell rings to
send to its young influential
Twitter followers. The ring set
included two rings, one that says
“Taco” and the other “Bell.” The
r e c i p i e n t s o f t h e r i n g s
happily tweeted and Instagramed
pictures of their new rings.
Social customers
Virgin Atlantic decided to send its marketing
team and cabin crew members to cheer up
people in Boston by making special
deliveries for people who weren’t having the
best of days. The airline brand looked at its
Twitter followers to find people in Boston
tweeting about things like having to wait in
the snow for a train or other everyday
annoyances. The Virgin Atlantic team
reached out to these people via Twitter
direct messages to locate them and arrange
things like delivering 100 cup cakes to a
blogger and his coworkers and giving a
women a ride to a business meeting and
preparing her for the cold with a pair of
gloves and a hat.
REWARD
REWARD
77
82. Every picture has a story and youth want to share and discover stories of
each other as well as of brands.
Visual storytellers 82
83. • Creating good image content is now becoming more important than ever with
platforms other than Facebook adding new opportunities for marketers
• But users now have the advantage of providing feedback to the platforms on the
content that they are seeing from brands
• Good image content can make the difference between a user hiding your post and
blocking your content from their stream, or Like-ing and following you
• Apple launched its iPad air with retina display. Twitter adds photo previews into
your feed. Large images have become a popular trend in web design. It's clear that
high-quality visual content is on the rise. As our social feeds get more and more
polluted, we're going to need higher quality images to catch our attention.
• Marketers need to focus on brand photography in order to attract consumers to its
FB pages and then keep them coming back
83
84. From being a
network with lines
of text, Twitter
had introduced
image and video
previews in its
stream 84
INTERNATIONAL STATS
85. TO CONVERSE TO SHOW OFF TO ENGAGE
Visual storytellers
85
FACEBOOK EXAMPLES
86. TO ANNOUNCE TO ENTERTAIN TO TEMPT
Visual storytellers
86
FACEBOOK EXAMPLES
87. Visual storytellers
ASOS, One of UK’s largest
online-only fashion and
beauty stores uses Twitter in
interesting ways to connect
with its young fans. It sends
direct messages to loyal
fans every once a while to
surprise them with discounts
that can be availed directly
from the store. This way,
more fans follow in the hope
they get the discounts, and
ASOS also gets brownie
points for rewarding loyalty.
87
TWITTER EXAMPLES
88. TO ENGAGE TO TEMPT
TO
ATTRACT(COLLAGE)
Visual storytellers
88
INSTAGRAM EXAMPLES
90. I-Commerce or Instagram-Commerce is catching on in the Middle
East with people using Instagram in innovative ways. Already a
HUGE trend in Kuwait; Egypt, Jordan and Lebanon are all ripe for
this to take off in a big way in 2014.
GCC EXAMPLES
Visual storytellers 90
91. GCC EXAMPLES
Mentos Arabia #GivethemaMentos
Mentos
wanted
to
adapt
their
‘fresh
thinking’
global
pla@orm
to
produce
their
first-‐ever
campaign
for
the
Middle
East.
Mentos
also
needed
to
increase
brand
engagement
with
Arab
youth
in
a
more
relevant
way.
With
this
in
mind,
they
discovered
something
that
fit
the
brand
proposiMon
perfectly.
Like
all
cultures,
Arabs
oOen
find
themselves
doing
things
that
don’t
make
sense,
yet
they
do
them
anyway
as
part
of
culture.
Call
them
idiosyncraMc
or
plain
bizarre;
everyone’s
partaken
in
these
behaviors.
This
unique
insight
inspired
the
campaign,
where
it
is
during
these
moments
that
Mentos
is
the
‘fresh
thinking’
needed
when
behaviors
around
us
don’t
make
sense.
#GivethemaMentos
was
born.
With
social
media
as
a
massive
channel
of
expression
in
the
region
among
teens,
and
Memes
trending
among
Arab
youth
as
a
language
of
its
own,
it
was
the
perfect
way
for
a
refreshing
brand
like
Mentos
to
tap
into
this
youthful
audience.
3.7
Million
people
were
reached
with
over
4.7
million
impressions
for
Mentos
Arabia.
V isual storytellers 91
93. Youth are telling their own story, instead of being drowned out by
unending brand narratives hurled at them.
Shared experiences 93
94. • Sharing content on social media is not just narcissism. Youth want social tools to
created Shared Experiences, not just another social app. A collection of personal
stories via Vines or Instavideos becomes a crowd sourced SHARED EXPERIENCE.
• Twitter started the wave when they launch Vine, but Instagram’s update to support
videos sealed the deal for micro-videos. The short clips are easily digestible for the
short attention spans of customers these days and has become quick, easy and
very simple to create and share
• Early adopters of Vine and Instagram videos have become stars in their own niche,
becoming a new breed of influencers who are truly creative, not just popular
• Brands who have seized the opportunities have also started including these
platforms in their marketing efforts. Brands will have to really understand their
customers and collaborate with artists and not just within their own companies for
content.
• The spreading of video content has also given rise to the viral video phenomenon.
Shared experiences 94
95. • Rising in popularity
• 6-15 seconds long
Shared experiences
• Delivers information quickly
• Must capture the attention of the
viewer
• Must provide value
• Requires creativity and
experimentation
96. 37% OF
CONSUMER MEDIA
CONSUMPTION
ALREADY TAKES
PLACE ON MOBILE
DEVICES.
Shared experiences
97. Plenty of brands have jumped
on the Vine and Instagram
bandwagons, if for no other
reason than to garner publicity
for being with it, fun and willing
to experiment. (“Look, we
made a Vine!”). Vine content
doesn’t necessarily have to be
quirky and whimsical simply
because of the six-second
length. GE, for example, is
using the platforms to focus on
science and interesting facts,
which end up getting shared
among friends.
Shared experiences
97
VINE EXAMPLES
99. VIRAL VIDEO EXAMPLES
PRANKVERTISING
In 2013, a relatively new style of
viral video sprung onto the
I n t e r n e t : “Prankverts” o r
“Prankvertising.” These videos
involve advertising your product
by using hidden-cameras and
p r a n k i n g u n s u s p e c t i n g
bystanders. These Prankverts
are aimed to shock unwitting
participants and entertain online
ones. Prankverts appeal to a
wide audience and can be used
in almost any setting and for any
product.
Shared experiences 99
100. VIRAL VIDEO EXAMPLES
HARLEM SHAKE
The Harlem Shake was
an Internet video meme in the
form of a video in which a
group of people perform
a comedy sketch accompanied
by a short excerpt from the
song "Harlem Shake” As of
February 11, about 12,000
versions of the popular Internet
meme had been uploaded to
YouTube, garnering over 44
million unique views.
Shared experiences 100
101. GCC EXAMPLE
HAPPY – PHARRELL WILLIAMS
"Happy" is a song performed by American singer and
producer Pharrell Williams from the Despicable Me 2
soundtrack album. To coincide with the single release,
the website 24hoursofhappy.com was launched
featuring a visual presentation of "Happy" advertised as
being "the world's first 24 hour music video". The video
consists of the four-minute song repeated with various
people dancing around Los Angeles and miming along.
The original video spawned many cover videos on
YouTube in which people from different cities throughout
the world dance to the song. Those videos are usually
called "Pharrell Williams – Happy – We Are from [name
of the city]".[36] As of May 2014, more than 1,500
videos had been created.
Shared experiences 101
106. EXAMPLES
Generation we
As more and more
brands are taking part in
CSR, more youth is
getting inspired to give
back. This is especially
so in the GCC after the
Arab Spring. 106
108. SO HOW DO BRANDS LEVERAGE THIS?
KNOWLEDGE +
EMOTIONS = #WIN
To befriend the youth, brands are now
sharing knowledge and advice with them or
stirring/inspiring them, or at the very least,
making them feel, so they can earn their
trust and become ‘cool’ in the eyes of the
youth. This is done through a variety of ways
like Trivia posts, inspiring quotes, inspiring
posts, etc.
EMOTIONALLY GLOCAL 108
109. The Glocals are the generation that takes pride in belonging to its roots
and culture but is always curious to know about the rest of the world too.
EMOTIONALLY GLOCAL 109
118. GCC EXAMPLES
#MyDubai is an initatiative
launched by H.H. Sheikh
Hamdan bin Mohammed
bin Rashid Al Maktoum,
Crown Prince of Dubai, on
his Instagram and Twitter
account. So far 500,000
images have been posted
to Instagram. A number of
top international brands,
local organisations and
government entities have
also engaged with the
initiative.
EMOTIONALLY GLOCAL 118
119. GCC EXAMPLES
EMOTIONALLY GLOCAL
With Expo 2020 being announced
late November we saw the power
o f s o c i a l media t o d r i v e
engagement, reach and impact of
the live celebrations taking place
in Dubai that evening. The
Twittersphere was awash with
congratulatory tweets & Vines/
Instavideos of the fireworks. 119
126. INTEGRATED
CAMPAIGNS
SO HOW DO BRANDS GO ABOUT IT?
Online and offline have to be in
sync. Do things online that link
to offline and vice versa. Disrupt
the norms. Do things that haven’t
been done before so youngsters
can truly connect.
Creative disrupters 126
127. EXAMPLES
THE RED BULL STRATOS MISSION
The Red Bull Stratos mission was a record
breaking event that saw Felix Baumgartner free-fall
jump from more than 23 miles above the earth,
while also becoming the biggest digital live event
on record. With over 8MN concurrent live streams
on YouTube (world record), 3.2MN Tweets on
certified hashtags, over half the Twitter trending
topics globally, 22,000 photos on Instagram, and
over 1MN Likes on a Facebook photo, the Red Bull
Stratos project helped to redefine how brands and
events can be activated in social media.
Creative disrupters 127
128. EXAMPLES
HEINEKEN DEPARTURE ROULETTE
‘Departure Roulette’ was introduced at New York’s
JFK airport. Travellers were asked if they were
willing to drop everything, abandoning their planned
itineraries in exchange for an unknown destination,
revealed through a push of the roulette board button.
Those daring enough to undertake this test of
spontaneity and faith found themselves re-routed to
far-flung locations including Laos, Thailand and
Cyprus. On YouTube alone, the video has over 2
million views. Major media sources, including the
New York Times and Time Magazine, ran feature
stories on the activation, turning it into a huge
success in a matter of days. Since then the story has
been talked about all over the world.
Creative disrupters 128
129. EXAMPLES
COCA COLA - PAPERTWEETOS
Coca-Cola brought tweets to life to celebrate the
Argentinean national soccer team playing in
Copa América last year. Every time the team
play people cheer for them, anytime and
everywhere, by tweeting and throwing bits of
paper into the air at the stadium during the
game.
To boost encouragement for the team, Coca-
Cola combined the paper throwing with fan
messages posted on Twitter. Through a
designated hashtag fans tweeted their support,
each tweet was printed. These “Papertweeetos”,
2 million of them, were then launched at the
game as the players walked onto the field, filling
the stadium with fan-generated encouragement.
C reative disrupters 129
130. EXAMPLES
STARBUCKS TWEET-A-COFFEE
Launched on Oct. 28, Tweet-a-Coffee let you
give a $5 gift card to a friend by putting
"@tweetacoffee" and the friend's handle in a
tweet. To do so, users had to link their Starbucks
account to Twitter and their credit card to the
account. More than 27,000 fans used the
program. Some 34% of users bought multiple gift
cards and 32% of the purchases occurred on the
first day. It prompted about $180,000 in
purchases to date since it launched in late
October.
Creative disrupters 130
131. GCC EXAMPLE
COCA COLA HELLO HAPPINESS
Coke reaches out to migrant workers with a feel-good
stunt that took place in the United Arab
Emirates, where there are many blue-collar
workers hailing mostly from South Asia. These
workers are often the poorest in the country, and
live apart from their families for many months.
Often, the only way they keep in touch is by
calling home -- not always cheap, since rates
can be as high as $0.91 a minute.
To help them out, Y&R Dubai turned Coke bottle
caps into a "currency" that could be used in a
special booth that accepted those caps so you
could make three-minute international calls. The
booths were installed at labour camps where the
workers live.
C reative disrupters 131
133. KELLOGG’S
#NYASPECIALK
Young people love winning.
In one of its stores in
Sweden, Special K offered
customers the opportunity
to win free cereal boxes of
a new flavor. The only thing
customers had to do was
snap an Instagram photo
featuring the cereal brand,
upload it with the hasthag
#nyaspecialk and show it to
the cashier. Winning free
cereals has never been that
e a s y . A b o u t 4 0 0
participants in total for just
one location.
Instagram CAMPAIGNS
#DRESSEDD
D u n k i n D o n u t s
celebrated Halloween
with #DresseDD by
giving an incentive for
their followers to dress
their cups up and snap
a photo. The contest
wasn’t restricted to
Instagram, 45 Photos
were submitted during
the contests’ 2 weeks.
A t t h e t i m e , t h a t
represented half the
photos Dunkin Donuts
managed to share on
their own Instagram
account.
133
INTERNATIONAL
134. INSTAGRAM YOUR
INSPIRATION
Redbull launched 3 new flavours
that coincide with the 3 Redbull
colours, Red (cranberry), Blue
(blueberry) and Silver (lime). Fans
were encouraged to upload
pictures of what they think inspires
each colour (flavour) with one of
the corresponding hashtags
#rededitionplease
#blueeditionplease or
#silvereditionplease. Qualifiers
were sent a can of the flavour they
chose to try. Qualifying photos
were also collaged and made into
posters around the UK.
Instagram CAMPAIGNS
134
INTERNATIONAL
135. INTERNATIONAL
CRACK THE US OPEN
Heineken created the first
Instagram-based interactive
scavenger hunt. Heineken
featured a mosaic of small
scenes on its Instagram
account. Fans were given a
photo as a starting point, from
which they hunted for clues in
the hope to solve a mystery.
Hashtagging the right answer
was the right photo is the only
way to win the reward. 18
tickets to the US Open Final
were given as prizes.
Instagram CAMPAIGNS
135
136. MIDDLE EAST
NBD NATIONAL DAY
Emirates NBD ran a contest for the
U.A.E’s 41st National Day where
people could enter their best images
by hashtagging #nbdnationalday.
The 41 most liked entrees were
highlighted in an exhibition at the
bank’s headquarters. The winners
show up and share their excitement
through Instagram. The contest
received 959 entries.
Instagram CAMPAIGNS 136
137. MIDDLE EAST
MEET MESSI
Qatari
based
telecom
company,
Oreedoo,
as
a
part
of
its
first-‐ever
global
communicaMon
campaign,
is
asking
young
people
to
upload
videos
of
their
football
“street
skills”
to
an
Instagram
account
with
the
hashtag
#MeetMessi.
The
best
local
entries
will
be
shared
on
a
dedicated
Facebook
page
and
featured
on
the
website,
www.simplydowonders.com,
and
the
winning
entry
will
receive
an
all-‐expenses-‐paid
trip
to
Barcelona
to
meet
Messi
and
see
a
major
football
match.
Instagram CAMPAIGNS
137
139. M E T R O P O L E
TWEETPHONY
Metropole TWEETPHONY
Orchestra started
this Twitter campaign, where
people could go to the
website, compose music with
a digital piano, and then have
the music converted to tweet
f o r m a n d s e n t t o
the Orchest ra's Twi t ter
account. The orchestra then
picked the best of these
musical tweets and performed
them.
This campaign was so
successful because it was
simple and fun for users to
contribute.
TWITTER CAMPAIGNS
FIAT TOO FAST TO FOLLOW
Fiat took a very unusual approach to
their social media marketing in
Germany. Rather than engage with
their followers, they actually blocked
them. Their claim was that the car is
“too fast to follow”.
The campaign generated a great deal
of publicity and Twitter users were
lining up to be blocked by the Abarth
500.
139
INTERNATIONAL
140. TWEETPHONY
MERCEDES YOU DRIVE
Mercedes used Twitter to help drive buzz around a
new TV advert. They shared a 30 second clip of a
car chase and then allowed the Twittersphere to
vote for what happened next. The winning story was
then aired during ‘The X Factor‘ the following week.
By handing power to consumers and making the
process more interactive, the advert generated an
impressive amount of buzz.
TWITTER CAMPAIGNS
LG TICKET HUNTER
LG wanted to boost smartphone sales amongst 16-24 year-olds.
So they created a Twitter treasure hunt.
LG set out a stall in a UK city and the first person to get to
their stall won two tickets to a high profile concert. To help
users find the stall, LG placed a map online that gradually
zoomed in on the precise location whenever the hashtag
#lgtickethunter was used on Twitter.
The campaign received reach 50,000 tweets. This,
combined with sponsored links, helped them to quadruple
their smartphone sales among 16-24 year olds during the
140
weeks following the campaign.
INTERNATIONAL
141. TWEETPHONY
YOU’RE NOT YOU WHEN YOU’RE HUNGRY
Snickers had big UK celebrities post five very out-of-character
tweets and end with a tagline "You're Not You
When You're Hungry" and a picture of the star posing with a
Snickers bar. Supermodel Katie Price tweeted about global
economics and soccer player Rio Ferdinand started
tweeting about his new hobby of knitting. After ending with
the tagline and a celebrity picture with a Snickers, the
celebrities' Twitter accounts returned to normal.
The campaign reached a total of 26 million people.
TWITTER CAMPAIGNS
KNOCK DOWN THE PRICE OF PIZZA
Domino's UK ran a clever Twitter campaign that got
fans interacting with them, all in the name of
cheap pizza. Domino's reduced the price of
the star pizza according to how many people
tweeted in time for lunch. For every tweet
sent, £0.01 was knocked off the price of the
pizza - knocking the price down from -£15.99
to £7.74. The promotion ran for two hours,
and people had to include the hashtag
#letsdolunch in their tweets to knock down
the price of a large pepperoni pizza.
INTERNATIONAL
141
142. TWEETPHONY
MIDDLE EAST
RAMADAN RIDDLES
To promote its new flavors in UAE, Red Bull held a contest during
Ramadan, where users were asked to answer riddles given by
@redbulluae & Hashtag it using #ramadanriddles. Winners were
selected on a daily basis which were given Red Bull merchandise.
The contest helped build awareness about the new flavours and
attracted new followers.
TWITTER CAMPAIGNS
NAME THE DINO
Dubai Mall’s displayed a 155 million-year-
old dinosaur skeleton and held a
contest for naming it with the hashtag
#NameTDMDino. The winner would get
the chance of winning a trip for four to
Jurassic Park at Universal Studios in
Orlando, Florida. The contests received
thousands of entries with an average of
300 entries per day. 142
144. BURGER KING SACRIFICE A
FRIEND
During this campaign, fans were
encouraged to “sacrifice” (i de-friend)
ten of their friends in order to receive
a coupon for a free burger.
As fans began to delete friends, the
Burger King Facebook application
would then notify the friends that they
had been sacrificed for burger.
Nearly 234,000 friends had been
“sacrificed” with more than 23,000
coupons for free Whoppers given
away. Youngsters were motivated by
their love of a Whopper and could
delete friends without worry. They
could easily come back and add them
again the next day.
FACEBOOK CAMPAIGNS
PAPA JOHN’S SPECIAITY PIZZA CHALLENGE
Fans were challenged to create a new pizza
offering that could become the chains next
specialty pizza. The winner would also receive
free pizza for life plus proceeds from the winning
recipe.
The response was overwhelming with
over 12,000 entries receive via Facebook. Only
three winners were chosen, each given $1000 to
market their creation. 144
INTERNATIONAL
145. THE MOST LIKED LIGHT
BEER
By fanning Corona Light Beer’s
on Facebook you could see
your picture up in the bright
lights of New York City’s Time
Square. The campaign was a
great social media success in
the sense that it had fans
interacting on the pages as
well as spreading the story of
the billboard by word of mouth.
The billboard ran for a month
until the beginning of
December, and many fans
were able to snag pictures and
be a part of this Facebook-based
FACEBOOK CAMPAIGNS
advertisement.
THE BEST JOB IN THE WORLD
In 2009, Tourism Queensland promoted
the Great Barrier Reef as a global tourism
destination with a website encouraging
people worldwide to apply for The Best Job In
The World, to be a "Caretaker of the Islands"
to "house-sit" the islands of the Great Barrier
Reef for half a year, based on Hamilton
Island. Over 35,000 applications were
received from over 200 countries By the
campaign's end, it has generated more than
$200 million in global publicity value for
Tourism Queensland.
145
INTERNATIONAL
146. FACEBOOK CAMPAIGNS
A&E PARKING WARS
in 2007, the game wizards at Area|Code (now
a part of Zynga) were given the brief to
promote A&E’s show about parking. So the
company created a Facebook game about
parking. And it killed. Parking Wars players
controlled a street and a handful of parking
spaces and advanced in the game by parking
on friends’ streets and issuing tickets to their
“unlawfully” parked cars. The game was a
c omp e l l i n g e x amp l e o f c o n t i n u o u s
engagement--games that kept players coming
back throughout the day. And a remarkable
number did-- 400,000 players signed on to
Parking Wars in two months, with total users
growing to over 1.5 million. But Parking Wars
was one of the earlier examples of a truly
social game that actually involved players’
Facebook friends.
146
INTERNATIONAL
147. BEAT FM CAN YOU BEAT THIS?
The English Radio station Beat FM 102.5 in Amman
wanted to target young Jordanians to increase its
Facebook fans as well as listeners. As part of the
campaign, they built a custom app on Beat FM's
Facebook page where fans were invited to share
their pictures for a celebrity look-alike competition
and vote for their favourite celebrity look-alike. The
campaign was publicized through Facebook, Twitter
and through outdoor advertising. Two months into the
campaign, Beat FM picked the top ten photos (based
on number of votes), and the winners were given free
night stays at 5-star hotels, gym memberships and
shopping vouchers. eat FM increased its number of
active Facebook fans from 23,000 to 40,000. In
addition, interactivity (user engagement) within the
company’s Facebook page increased dramatically
FACEBOOK CAMPAIGNS
147
MIDDLE EAST
148. MIDDLE EAST
GRAVITY BREWING LAST SUMMER ON EARTH
The campaign, which was launched in the summer of 2012, looked to capitalize on the
hype around how 2012 was said to be the end of world. The campaign used the myth of
the story and dark humor to create a sense of urgency among young Lebanese youth to try
Lebanew Brew in “The Last Summer On Earth”.
The campaign reached people via various marketing channels, with Facebook being the
prime one. People were allowed to document their last summer on earth and act on things
which they had always wanted to do, such as ‘getting high of life by visiting the highest
peak in Lebanon’, ‘becoming a star’ by posting YouTube videos, ‘crashing a party’, etc.
With an 80,000 viral reach, amassing 738,328 impressions, and engaging 34,464
Facebook users, Lebanese brew had an average of 5,608 users talking about the brand
throughout the campaign duration.
FACEBOOK CAMPAIGNS
148
150. DELIVER ME TO HELL
Deliver Me to Hell is a lot less like a series of videos and a lot
more like a choose your own adventure story. Created by Hell
Pizza, a chain of pizza shops based in New Zealand, the
campaign follows a hapless delivery boy as he does his best to
survive the zombie-infested streets with his pizza intact. The
clips take advantage of the annotation feature at the end of each
segment to give the viewer two choices – one inevitable leads to
death of the delivery boy, the other will bring you two more
choices. The point is to guide the pizza guy across town to be in
with a chance to win a years supply of pizza.
The video got over 1 million views in almost 3 weeks. Within a
week 43% of orders made via the company website were from
new customers, mostly young consumers.
YOUTUBE CAMPAIGNS
150
INTERNATIONAL
151. SAMSUNG GAME TAKEOVER
To promote its LED TV, Samsung
released a YouTube page take-over.
After the start of the video, the
YouTube page itself crumbles away,
and users are prompted to click on
as many butterflies as they can as
they fly right out of the video and
across the screen. A countdown
starts and a scoreboard ticks away
as you capture the 3D butterflies.
Players get a chance to win a
Samsung 3D LED TV. The youth
loves games so this was a hit!
YOUTUBE CAMPAIGNS
151
INTERNATIONAL
152. WESTJET CHRISTMAS MIRACLE
More than 250 passengers on Calgary-bound flights were
part of a “Christmas miracle” put on by WestJet. The
Calgary-based airline had a virtual Santa ask passengers
what they wanted for Christmas as they scanned their
boarding passes at a kiosk in Toronto and Hamilton. The
passengers wished for all kinds of things. Little did they
know, WestJet staff in Calgary were recording their
Christmas wishes behind the scenes and rushed to the
stores to purchase and wrap the holiday goods in time for
the flight's arrival.
The passengers were caught in cheerful surprise as gifts
with their names flooded the baggage claim. The airline
posted a video of their campaign on YouTube and garnered
over 2 million views in just 2 days! The youth loves positivity
so this was HUGE hit amongst them!
YOUTUBE CAMPAIGNS
152
INTERNATIONAL
153. INTERNATIONAL
DC SHOES VIDEOS WITH DRIVE
DC Shoes’ gymkhana series is not for the
faint of heart (or for mothers of teenage
drivers). The series follows stunt driver Ken
Block as he drifts through hairpin turns,
catches wicked air (people still say that,
right?) and miraculously manages not to
die. It's easy to see why the fourth video of
the series was the most shared video of
2011. It's hard to take your eyes off of
Block's car even for a second. Since it's
completely plastered in ads, it’s because
that's the point. The youth loves risk takers
and hence every video in the series has got
over 20 million views.
YOUTUBE CAMPAIGNS
153
154. THE
GRANDPARENTS
FRAME
The vast majority of grandparents in the Middle East
are not familiar with technology and therefore aren’t
engaged in any social platform. Being away from your
loved ones, makes it hard to share these indescribable
moments. In light of this, Johnson & Johnson Dubai
produced the Grandparents Frame, a family-oriented
app that enables parents to instantly send pictures
of special moments to the grandparents’ home.
Johnson & Johnson decided to market the app to the
youth and its corresponding digital frame through a
heart-felt ad that went viral across the region with over
2 million views since it was released on March
2014. The commercial was based on real-life
testimonials of grandparents who opened up in front of
the camera.
YOUTUBE CAMPAIGNS
154
MIDDLE EAST
155. MIDDLE EAST
LONDON CALLING WEB SERIES
Marks & Spencer launched a new fashion campaign
translated into a two-season social web series that
tackles the day to day issues of two young girls in the
MENA region. The series revolves around Hala, who,
“Dreaming of independence and an alternative life,
packs her dreams and heads off to London,” and
Shireen, a new mom who tries to get over her baby
blues and cope with her new lifestyle with advice from
Hala. In each episode, we see how M&S plays a part in
the two girls’ daily life.
The script is humorous, light, and personal, which
explains the 800,000+ views that it has garnered in
total to this day.
YOUTUBE CAMPAIGNS
155
157. FACEBOOK
• DO RESEARCH
Marketers need to put more research and focus into the
images they use in Facebook ads because the ad size
is so large (especially in the News Feed). The relatively
short lifespan of a Facebook ad means that brands
must have a vast quantity of unique, constantly
refreshed images at the ready to keep their ads and
content near the top of users’ News Feeds
157
AD PRACTICES
158. FACEBOOK
• DON’T USE LOGOS IN ADS
No one wants to see your brand’s logo splashed all over their News Feed. Logos are boring and take
the user’s focus off of the action you want someone to take from viewing your ad.
• USE FACEBOOK TOOLS
Custom Audience tool gives marketers the ability to target specific users across any device.
Lookalike Audiences, a cousin of Custom Audiences, enables advertisers to target new users who
are likely interested in the business because they are similar to customers on a list already cultivated.
By effectively using (and combining) these tools, you can ensure your ad creative is tailored in such a
way that it speaks directly to your specific target audiences. This will increase the performance and
user engagement of your Facebook ads, ensuring they remain higher up in users’ News Feeds.
158
AD PRACTICES
159. INSTAGRAM
• THINK COMMUNITY FIRST
Instagrammers love to capture and engage with beautiful moments and experiences in
“real-time.” Instagram ads should try to reflect that.
• LOOK AT REACH, NOT ENGAGEMENT
Instagram’s focus on reach and awareness metrics confirms the fact that it views itself as
a platform that doesn’t depend on direct fulfillment (or sales) to be successful, but one
which hopes to generate demand for a product. Instagram anticipates these values to
reflect the success of the ads far more than comments, likes and followers do.
159
AD PRACTICES
160. INSTAGRAM
• FOCUS ON THE IMAGERY
Speed, simplicity and beauty are the key ingredients in the ads
success. While the narrative is important, marketers should
focus on imagery and creativity first, ensuring that the message
is simple and clear. Ben & Jerry’s succeeded in creating
content that was visually appealing and fun.
Ben & Jerry’s succeeded in creating content that was visually
appealing and fun.
160
AD PRACTICES
161. INSTAGRAM
• MAINTAIN AUTHENTICITY
Marketers should steer clear from manufactured, over-produced
content. While some OOH or print ads can transfer to
digital and vice-versa, the Instagram platform is not built for
overtly “commercial” content. As such, sponsored content
should appear as if a person took the photo, not a brand.
For example, when Levi’s launched its ad campaign, the brand
made sure to align the creative with their brand heritage and
story, all while developing creative that was wondrous and
inspiring. This strong creative, when coupled with the ad
product, resulted in a 24-pt lift in ad recall.
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162. TWITTER
• PROMOTED TWEETS
Promoted tweets are regular tweets, with preferential
treatment. The promoted tweet in search will be listed at
the top of search results page, for relevant key words.
These tweets may also be displayed on the homepage
streams of users who may be analyzed by Twitter to be
interested in the product or service.
Advertisers pay for a promoted tweet on a CPE (Cost-per-
Engagement) basis. So advertisers only pay, when
someone retweets, replies to, clicks or favorites your
Promoted Tweet.
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163. TWITTER
• PROMOTED TRENDS
The trends purchased and promoted by advertisers appear at
the very top of the 'Trending Topics' list, presented for user per
usal. Users who click on a Promoted Trend see Twitter search
results for that topic showing related tweets, among which
promoted tweets from the advertiser are at the top.
Promoted trends cost thousands of dollars, as they provide
higher exposure compared to promoted tweets and granting
'Exclusive' status to an advertiser. This is the best way to
promote products and services on twitter as it can earn you
over 50 million impressions in a day.
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164. TWITTER
• PROMOTED ACCOUNT
The Promoted Account is featured in search results and within
the Who to Follow section. You can target specific country,
area, communities, Interests. These accounts are charged on
a 'Cost-per-Follow' basis.
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165. YOU TUBE
• PROMOTED VIDEOS
What easier way to target your audience than to bid on
the keywords your audience is searching for? If you
want to gain exposure with your specific audience’s
search terms, then this is definitely the first step. Your
audience can be as specific as your keyword set. The
Promoted Video ad in this example is from Princess
Cruises. This ad appeared in the first position when the
query ‘travel ideas’ was entered.
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166. YOU TUBE
• MASTHEAD
“The Masthead” is a 24 hour high impact placement
on the homepage of YouTube with 100% share of
voice (SOV). Masthead gives you a large creative
canvas that allows for interactive rich media and can
conduct up to 17,000 hours of user engagement in
one day. Most ads include interactive elements
here like clips or games, all of which are highly
customizable on YouTube.
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167. YOU TUBE
• IN-STREAM ADS
The In-Stream ad is the video ad that plays before
or during a YouTube video. This option is engaging,
highly visible, and cost effective.
You’re targeting your audience by the topic of the
video they’re about to watch.
In-stream will probably get you the most bang for
your buck and will combine brand exposure with
conversion tactics. Because it’s so focused, In-stream
is money well spent on refined and targeted
users.
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168. YOU TUBE
• TEXT OVERLAY ADS
Text Overlay ads are a pretty low-risk operation and
it’s easy to see where your money is going since it’s
strictly PPC and not branding. Whether you’re trying
out a new market or trying out YouTube for the first
time, this is definitely the place to experiment.
Here you can let the content you choose to target
find your specific audience for you.
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169. YOU TUBE
• BANNER ADS
This is the most familiar out of the all the options.
You can extend the reach of your existing Display
campaign by linking YouTube to AdWords to
captivate YouTube’s audiences. The image ad can
link directly to your website, and you’re able to use
standard image, flash or rich media ads (no video
required). Your ad will be placed on the YouTube
Search/Watch pages, all targeting types are
available, and pricing is auction, CPC, or CPM
based.
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170. YOU TUBE
• BECOME A YOU TUBE PARTNER
The YouTube Partner Program allows creators to monetize content on YouTube through
a variety of ways including advertisements, paid subscriptions, and merchandise.
Each time someone views, clicks on or watches a video-based ad on your YouTube
Channel, you earn a little revenue. How much you earn depends on a variety of criteria,
including the type of ad that’s seen or responded to by the viewer. If you want to earn
significant and ongoing revenues as a YouTube Partner, you’ll need to consistently
generate thousands or, better yet, tens of thousands (or more) video views, each and
every month.
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171. YOU TUBE
• PROMOTE YOUR VIDEOS
Embed the videos in the company blog
Embed the videos on the company website
Syndicate the videos via social networking websites
Distribute the videos using http://www.tubemogul.com
Find linking partners for the videos
Seed the video on on various websites like Reddit, Diigo, Stumbleupon, Folkd. Seeding
increases the virality of the video on the internet.
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172. REFERENCES
All the facts and figures stated in this case study are taken
from various surveys, case studies, campaign statistics,
guides, reports, etc, that are available on the internet. Some
of the main ones are:
• ASDA’S Burson-Marsteller Arab Youth Survey 2014
• Arab Media Outlook 2011-2015: Exposure and Transition
• Arab Social Media Report, Dubai School of Government,
June 2013
• The Arab World Online: Trends in Internet Usage in the
Arab Region
• Mobile Youth Handbook 2014
• Fuel 12 Global Trends in Youth Engagement 2014
• European Youth Trend Report 2013
• Pew Research Center Teens 2012: Truth, Trends and
Myths
• ComScore Marketing to Millenials 2014
• Nielsen How Teens Use Media 2012
• Viacom18 International Media Networks’ The Next
Normal: An Unprecedented Look at Millenials Worldwide
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