Is It Bad That I Like This Ad?

emotional advertisements award winning

A lot of people are horrified, offended and just downright peeved that this new, controversial ad was ever approved. The heartbreaking spot is by German supermarket chain, Edeka, and tells a wrenching tale that actually hits quite close to home.

The spot follows the story of an old man who desperately wants his children and grandchildren to come visit him for Christmas.

best christmas ads all time

“I just wanted to call and let you know that we can’t make it for Christmas this year… we’ll try again next year. It’ll work out, I promise. Merry Christmas Daddy!” chimes a voicemail from the old man’s daughter.

Time passes but no one comes to see Dear Old Dad, until the family receives news that he has passed on. Dressed in black, children and grandchildren make their way out of their busy lives to come pay their respects.

But to their surprise (a seven that would cause potential heart failure, I’m sure), the old man is not dead. He greets them at his house with Christmas dinner waiting.

family holiday dinner

The message is clear: do not wait forever to see your loved ones.

People are up-in-arms because of the morbidity of the spot. One Twitter claims it was “freaking depressing” and “too dark” to be a Christmas ad. The raw emotion of loneliness expressed within it can be a lot of handle. Sure, it might make you cry, but for good reason.

This ad rings true for me as I was semi-raised by my aging grandmother. I was thankful to spend time with her every holiday (and at dinner every night) but some children are not so fortunate. It is important that say everything you need to say, listen to the stories of to your loved ones, learn how to follow your Grandma’s pudding recipe and share all of those wonderful memories when you have the chance. You never know when it will be too late. Even if it takes a supermarket ad spot to teach you this, take it to heart.

Leave a comment with your thoughts on the ad!

Advertisements

How Your Brain “Sees” A Logo

brain functioning advertising marketing

There is a lot of activity that goes on within your brain in a matter of milliseconds. Your neurological processes recognize, assess and add value to a brand instantly.

 

According to The Daily Positive, seeing a logo stimulates many different areas of the brain. There is no designated region where information is analyzed within the mind so naturally a whole host of components begin to fire when you see the McDonald’s Golden Arches.

mcdonalds brand storytelling

Luxury brands get the medial prefrontal cortex ignited while anterior cingulate cortex gets excited by value brands. Logos signal a thinking process which causes us to assert ourselves and we use these symbols to carve out things about our personalities. For example, seeing the Apple symbol conjures up the idea that you are an “Apple” person who enjoys the culture, creativity and high-end technological advancement that comes with these products. Subsequently, an unknown brand can trigger a negative response in our brain because we can’t associate it with anything differential.

The mind’s insular cortex plays a huge role in developing emotional attachment to something as “simple” as a logo. This is where we develop our sense of whether a brand makes us “better”, improves our self image and makes us stand out amongst our peers. The fusiform gyrus is one of areas that help us recognize colour and shape. The hippocampus is where an emotion is formed regarding the logo we have viewed.

This is why logo design, colour and shape are highly important for creating a positive resonance among consumers. What are your thoughts? Which logo do you find resonates best with you?

 

Behind The Wings: How Victoria’s Secret Creates Buildable, Compelling SMM Content

victoria's secret fashion show

The Victoria’s Secret Fashion Show is the biggest, most glamorous night in lingerie. Gorgeous models walk the catwalk for a record 500 million viewers a year, strutting in their dazzling bras and undies and sporting heavyweight wings. This show rakes in millions in revenue, and VS are experts in creating big buzz around one of the most successful nights in television.

2015 lingerie show cbs

This year, the lingerie giant is at it again and has managed to increase their viewership even more by employing clever social media marketing tactics. It all started with Gigi Hadid, a California It-Girl who has been capturing our eyes for close to year. She appeared in Taylor Swift’s Bad Blood video and has joined the brat pack with Kendall and Kylie Jenner. In October, Gigi’s casting tape for the VS show was ‘leaked’ on YouTube (by VS) and went completely viral. The 20-year-old model broke down in front of the camera as she received the news that she had a place on stage and a pair of wings waiting for her.

The Angels play their own part at generating interest about the event on Instagram. Candice Swanepoel has been posting sneak peaks from behind the runway with pal Kendall Jenner. Stella Maxwell has sent out little 2-second video clips to spur excitement. The company have experts who carefully select models that they feel women will relate to, and admire without feeling threatened. That is how these models gain so much pull on social media. social media marketing campaign

But the greatest tool that VS has had at their disposal this year is Snapchat. The company has a place is the ‘featured’ section of the video and picture sharing app. The app shows exclusive sneak-peaks and behind the scenes footage that otherwise would not be available to viewers. The feed is up for only 24 hours and then is gone forever, so fans are eager to check it out.

The official air date of the show is December 8th on CBS, but the filming of it takes place November 11. We will find out what other tools Victoria’s Secret will use to surpass 500 million views this year!

Pinterest Integrates “Visual Search” To Attract Users and Improve Performance

pinterest hacks features

Social media site, Pinterest, is the home of DIYs, engaging infographics and helpful life hacks. Whether you’re getting decor ideas, baby name suggestions or tips for turning red crayons into a flawless lip stain, this site has got you pinned (get it?). Now they are getting an upper hand when it comes to usability.

As of November 9th, Pinterest will allow users to search with pictures rather than words. karlie kloss fashion model For example, say you are looking at Victoria’s Secret model Karlie Kloss’s Instagram feed. You love her designer boots, but she doesn’t include a link to where to buy them. Simply take that image and search it on Pinterest. You’ll discover they are Marc Fisher boots and they are available at Nordstrom. You’ll also find cheaper dupes on Ebay, DIY tips to keeping your boots polished with coconut oil and ways to pair those boots with any outfit. (***Coconut oil is not a verified polish for boots, use at your own risk)marc fisher boot nordstrom

It is predicted that keywords have seen better days and that many searches will be moving towards an image-based setup in the coming years. Controversially, this strategy benefits advertisers and focuses on purchases rather than really honing in on the needs of users. It is speculated that this might be a move for Pinterest it gain more revenue from companies as apposed to catering to their existing Pinners. In fact, some Pinners might be unhappy with this new feature or simply avoid it because of its encouragement towards making purchases.

Only time will tell how users will respond to this new integration. If you are a dedicated Pinner, would you respond positively or negatively to this feature?

IKEA’s Facebook Showroom – An Iconic Example of Word Of Mouse

girl on Facebook social media

In the digital age, Word Of Mouth has been replaced but what is known as Word Of Mouse. Marketers care less about the buzz created by person to person conversation and more about the vastly spreadable, shareable buzz that happens only on social media platforms.

Back in 2009, IKEA utilized Facebook to generate a conversation and eyeballs on their products without a lot of cost or excessive promotion. The results were magic. By making a Facebook profile for their company’s store manager and uploading showroom snapshots, a store opening in Malmo, Sweden was the first to ‘break the internet’. ikea bedroom set Facebook followers were invited to simply tag themselves on various products in the showroom pictures, and the person who tagged themselves first won that product. Soon thousands of people were engaging every day and IKEA’s photos were on countless profiles and in newsfeeds across the world.

Only twelve pictures were ever uploaded, and the profile took minutes to create. The only cost involved were the products given away. IKEA changed the game for what a business can do with a small budget and big dreams. Start with a drive to create Word Of Mouse and let your imagination run wild!

While IKEA was a trailblazer back in 2009, nowadays social media has become even more advanced and provides opportunities for small budgets to have viral success. Advancements to Facebook along with the introduction of Instagram, Snapchat and Vine open up even more possibilities for marketers to increase WOM and engagement.

Share an example of a brilliant social media marketing campaign!

Why Millennials Splurge On Halloween (Hint: Social Media Plays A Part)

minions diy costume

Social media has become a vital factor in the lives of so many, and millennials in particular. When it comes to a holiday such as Halloween, half of the excitement is the feeling of inclusion as you post Instagram pictures of yourself dressed as Tinkerbell while enjoying an adult beverage at a seemingly cool house party. You can compare your night to that of your friends and forever memorialize your status as someone who was a part of this social trend.

diy makeup halloween

YouTube makeup tutorials about creating the perfect zombie princess are more useful for those who want to capture a Snapchat of themselves before they hit up their Halloween event than those who want a functional, multi-layered mask that won’t wear off after hours of dancing and sweating. The work that goes into costumes is for the camera, for the “likes” and for Pinterest shareability.

According to The-M-Age, over 30% of consumers engage in online research for Halloween costume inspiration and 23% of millennials will wear costumes inspired by celebrities, TV shows and movies. Halloweeners spend a universal average of $75 on their attire, many of which are pieces for their DIY creation.

princess disney

This spells out disaster for pop up Halloween shops that market pre-made costumes, but it provides a new niche for stores who specialize in DIY projects, theatrical makeup and even thrift shops. New digital platforms are also cashing in on this trend by creating discussion boards and apps that allow amateur designers to trade notes.

Could millennials push out the concept of buying an already manufactured costume thanks to social media? Share your thoughts!

Brand Social Media Audit: Young & Reckless Clothing Company

young and reckless clothing company

Young & Reckless is a clothing brand based out of Los Angeles, California, which specializes in both male and female clothing items. The style of clothing is mainly athletic wear including: sweatpants, yoga pants, hoodies, tank tops and tee shirts. The company’s sales are e-commerce based, while having a few items sold in the retail stores of other companies.

fashion trends shopping

Young & Reckless have been active on social media since the summer of 2009, and have grown a substantial follower-base ever since. Y&R has 552,000 followers on Instagram165,000 followers on Twitter and 1,175,099 likes on Facebook. The brand posts about twice a day on Instagram, three times a day on Twitter and once a week on Facebook. 

The target market are young, athletic men and women between the ages of 18 and 25 who have an interest in the modern music scene (mainly hip hop). The brand provides the target with uniquely designed clothing and has a cool, divergent personality that appeals to them.

The primary competitors of the brand include clothing brands Obey and Diamond Supply Co. Secondary competitors include retailers who carry competing brands, including Zumiez and Urban Outfitters. The following chart shows how these competitors stack up on social media based on their follower counts.

brand audit social media

marketing online

They are not being talked about by many influencers as of yet, but some music artists are mentioning the brand on Twitter, Facebook and Instagram and their items being worn by YouTube and Instagram personalities alike. Hip hip artist, Fetty Wap, endorses the brand and his career is currently soaring after the success of a few major hit singles. It may be a few years before Y&R breaks into a mainstream clothing market, but they are leading the way in engagement on two social media platforms when compared to their rivals.

Young & Reckless is doing a good job of providing followers with promotional information, but could add more interactive posts into their social media. The brand could also incorporate more videos into their feeds to capture the eye of social media scrollers. Otherwise, so far Y&R is steadily advancing in the game of SMM follower by follower.