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Warc Trends: The Content Revolution - Find the right content strategy for your brand
David Tiltman, Warc Trends, December 2013
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats.
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats. It includes insight into why content is popular, and how brands are using it; analysis of three types of content strategy, and how they fit with a brand's other marketing activity; a focus on social and video content; and case studies that show how content has been used effectively by brands. The brands featured in the report include Nike, the sportswear retailer, Audi, the automotive marque, Dos Equis, the beer brand, and AT&T, the telecommunications company.
New ways to drive consumer participation: McDonalds, Evian, LEGO and Boots at ad:tech London
Joseph Clift, Event Reports, ad:tech London, September 2013
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts.
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts. McDonald’s demonstrates one such approach, having based a mass-media campaign during the 2012 Olympic Games on user-generated content. Evian, by contrast, sought to spread an online meme based around a new dance – the “Wimbledon Wiggle” – to activate its sponsorship of the tennis tournament. On its part, LEGO has leveraged the huge amount of material uploaded by its fans to the web in its social media marketing efforts. And Boots breathed new life into the sponsored radio show by partnering with the Mumsnet digital platform to reach out to the female audience. What unites these brands is that they all yielded major benefits by taking a consumer-centric approach.
Co-creation helps Philips transform its approach in Asia
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This report assesses how Philips, the multinational electronics group, is transforming its business in Asia through the power of co-creation.
This report assesses how Philips, the multinational electronics group, is transforming its business in Asia through the power of co-creation. Having decided to focus on three main sectors - healthcare, lighting and consumer lifestyle products - the organization aimed to engage consumers in Indonesia, South Korea and Thailand by asking them to suggest ways in which it could improve their lives, in large ways or small. It then implemented the best of these ideas, generating considerable interest from shoppers and business-to-business customers, as well as key potential partners like governments and NGOs.
Making your brand Pinteresting to youth: Examining youth usage and adoption rates of Pinterest
Caitlin Krulikowski, Jennifer Romano Bergstrom and Megan Fischer, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper explores the potential for brands to engage with young American adults on the social networking site, Pinterest.
This paper explores the potential for brands to engage with young American adults on the social networking site, Pinterest. It examines usage by gender, age and geography, and looks at usage behaviour and motivations. It explore the types of brands that can benefit most from engagement on Pinterest, with reference made to Whole Foods, the health food retailer, and Chobani, the Greek yoghurt.
Crowdpower: How co-creation leads to strong product innovations
Andera Gadeib, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea.
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea. An essential question in innovation is how well a new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in the early stages of innovation and to move the right ideas forward in the value chain. The method builds on the experience of classical product concept testing and combines it with a co-creation task to effectively shape and rework the ideas early in the innovation process. This is applied specifically to bringing new FMCG products to market, which require a fast development schedule.
The effect of engagement with social media on purchase behaviors
Edward Malthouse, Mark Vandenbosch, Su Jung Kim and Bobby Calder, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment. The paper also attempts to identify the key components of an effective social media competition, and investigates if there are any long-term effects on consumer buying behaviour. Data is analysed from two social media contests for Canada's Air Miles Reward Program (AMRP), one of the largest loyalty programs in the world.
Deutsche Telekom: The success of sharing
Wolfgang Kampbartold, Admap, April 2013, pp. 14-16
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign.
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign. It looks at how the campaign has evolved from one big memorable moment to a series of moments in a journey leading up to the latest embodiment, 'Move on'. Starring Hollywood actor Mads Mikkelsen, Move On is a road trip movie which begins in the Netherlands and journeys through Germany and Eastern Europe, with some direction and details of the storyline being decided by Deutsche Telekom customers. The campaign lasted several months from its online launch to its TV premiere. With film roll-out running into this year, the movies and associated media activity will run for almost a year. Initial results are showing total brand fit uplift was on average 10.5% across all markets with purchase intention increased up to 30%.
Ceding control to consumers: crowdsourcing lessons from LEGO and PepsiCo
Sarah Shearman, Event Reports, South by Southwest Interactive, March 2013
In this article, executives from LEGO discuss its successful Cuusoo online crowdsourcing platform, which has helped the company create several new products by successfully engaging with the community it knows as AFOLs - or "Adult Fans of Lego".
In this article, executives from LEGO discuss its successful Cuusoo online crowdsourcing platform, which has helped the company create several new products by successfully engaging with the community it knows as AFOLs - or "Adult Fans of Lego". Digital leaders at PepsiCo and Frito-Lay also outline their own strategies in this space, including attempts to prepare for any undesirable repercussions resulting from attempts to connect with consumers in this way.
Pop concert experiences: Connecting with consumers through pop-culture
Tomasz Jedrkiewicz and Robert Zydel, ESOMAR, CEE Research Forum, Prague, March 2013
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.
Social media trends and opportunities: Google's tips for brands
Low Lai Chow, Event Reports, Social Media Week Singapore, February 2013
In this article, Laura Balkovich, Google's head of social for Asia Pacific, discusses the key trends marketers must respond to, from the rise of internet users connecting in more human ways to the increasing importance of mobile internet usage.
In this article, Laura Balkovich, Google's head of social for Asia Pacific, discusses the key trends marketers must respond to, from the rise of internet users connecting in more human ways to the increasing importance of mobile internet usage. She argues that brands must now include social media in all their marketing, connect with communities based around shared interests and seek to engage super fans.
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