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How Pfizer's influencer marketing boosted Children's Advil
Stephen Whiteside, Event Reports, ad:tech New York, November 2013
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US.
This report describes how Pfizer, the pharmaceuticals company, promoted Children's Advil, its over-the-counter medication for kids, through an influencer strategy in the US. Building on the insight that recommendations from another mother carries a lot of weight and trust, Pfizer partnered with an online community to connect with 20,000 "hyper-connected" mothers with children in the target age group. Each mother was sent a sample kit that directly encouraged mothers to share their view of the product online. This relationship was then fostered through regular email updates, promotions and vouchers. Children's Advil grew its share of voice by 163%, and generated 7.7 million impressions. The article offers three recommendations for improving brand health through influencer marketing: inspire sharing, mix value and education, and spark storytelling.
Point of view: Telling stories
Tham Khai Meng, Admap, December 2013, pp. 13-13
This article discusses the development of storytelling over time, arguing that stories are important to the way people make sense of the world.
This article discusses the development of storytelling over time, arguing that stories are important to the way people make sense of the world. Neurological research has demonstrated that people are hardwired to tell stories and use them to navigate the world. Stories have developed their own sets of conventions, including familiar plot lines and characters. Curiosity, suspense, setbacks and twists help to keep to audience interested. Stories teach and entertain, helping people to grow.
The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank. A narrative method is presented that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped the client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity.
Luxury brand marketing: Create a different experience
Liana Dinghile, Admap, November 2013, pp. 30-32
This article argues that luxury brands need to use new media channels to explain their histories and values.
This article argues that luxury brands need to use new media channels to explain their histories and values. Luxury brands are being forced to concentrate on long-term growth strategies due to three factors: residue from the recession which leads consumers to question a product's value, demographic change leading older consumers to demand experiences over material items, and the dominance of digital making information-seeking and comparison of products easier. It is argued that brands with clarity around their core values will be most successful. Technology can be used to create content that explains brand stories, shows complex production processes, and change the in-store experience.
Luxury brand marketing: The seamless consumer journey
Eve Samuel-Camps and Mayuko Haldan-Jones, Admap, November 2013, pp. 27-29
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling.
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling. Such brands have traditionally used high quality print ads and many have translated these into digital formats successfully. Digital strategies are vital for luxury brands as their target groups are higher-than-average users of digital media. Online video has become particularly popular with luxury brands as a way of expressing their stories and identities. This development reflects the desire of consumers to seek understanding of brands in order to select ones which express their values. Luxury brands are well placed to use their rich histories to create credible online content.
The changing role of creativity: Views from Spikes Asia 2013
Low Lai Chow, Event Reports, Spikes Asia, September 2013
This report addresses the role and nature of creativity in the digital age. As social networks and similar platforms connect consumers across the globe, storytelling is taking on a more visual and varied role.
This report addresses the role and nature of creativity in the digital age. As social networks and similar platforms connect consumers across the globe, storytelling is taking on a more visual and varied role. It is also becoming more valuable to consumers. Working with unusual partners in various fields, from the arts to extreme sports, is another driver of change at present. The role of big data is still to be decided, however, as the benefits it offers in planning and adapting campaigns may also lead to safe, rather than original and inspiring, marketing.
The challenge of agency management: L'Oréal Maybelline and the digital disconnect between agencies
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report details the digital marketing approach taken by Maybelline, the cosmetics brand owned by L'Oréal, for a new product launch.
This event report details the digital marketing approach taken by Maybelline, the cosmetics brand owned by L'Oréal, for a new product launch. 'Big Eyes' volumising mascara was developed after trends were identified in Google search terms, partly as a result of a music video. There was a disconnect between the traditional and digital advertising campaigns for this product as Maybelline was close to completing traditional advertising before starting work on digital. The digital campaign built on the traditional media campaign, attempting to create interesting and engaging content that people would want to share. A video story was created that could be cut into pieces and published across a variety of digital formats, using a 'bite, snack, meal' engagement continuum. Ads using images and quotes from video and social media were placed, and animated gifs and 30 second videos were used to drive new viewers to the full video. Maybelline also created an immersive website which was designed to be rich in sharable material. This approach gained social media coverage for the brand, including on Facebook, Twitter, Tumblr and Pinterest.
Visa taps in to 25 years of Olympic sponsorship
Geoffrey Precourt, Event Reports, IEG 2013, April 2013
For Visa, the financial services provider, effective sponsorship is all about "brand stories". And its own brand story, that of offering commerce without borders and becoming accessible to everyone, has been greatly enhanced by sponsoring the Olympic Games for 25 years.
For Visa, the financial services provider, effective sponsorship is all about "brand stories". And its own brand story, that of offering commerce without borders and becoming accessible to everyone, has been greatly enhanced by sponsoring the Olympic Games for 25 years. Its long-term association with US athletes like Michael Phelps, Kerri Walsh and Misty May are representative of a broader international approach, indicating its commitment to individual athletes and markets, as well as to the wider global ideal represented by the Olympics.
Communication: Storytelling is key to engagement
Dom Robertson, Market Leader, Quarter 1, 2013, pp. 18-18
Evidence is a critical component in every manager's toolkit, but it is not used enough to inform crucial commercial decisions at boardroom level.
Evidence is a critical component in every manager's toolkit, but it is not used enough to inform crucial commercial decisions at boardroom level. Researchers have a responsibility to bring insights into the boardroom and prove the value of evidence. It is of paramount importance not to waste time gathering or sorting multiple streams of data, and instead focus on what is important to your brand. The new opportunities offered by technology make standards and ethics more important than ever.
Quantitative research: Storytelling with numbers
Ollie Willis, Admap, December 2012, pp. 38-39
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever.
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever. Quantitative research has to be part of the broader strategic conversation to deliver genuine value. To do this, quant researchers need to become storytellers as well as information providers. Telling a story with quant requires researchers to think about how to tell the story at every stage, from responding to the brief, to delivering the final output. This article explains the four key parts to telling a story with numbers.
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