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Reinvigorating USPS for the digital age
Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2013
This event report describes how The United States Postal Service (USPS) has met the challenges created by the digital revolution, including significant financial difficulties and poor brand perceptions.
This event report describes how The United States Postal Service (USPS) has met the challenges created by the digital revolution, including significant financial difficulties and poor brand perceptions. Innovation has been central to USPS's recovery, as while the volume of mail such as letters and bills has decreased, package delivery has grown along with the growth in ecommerce. USPS has taken advantage of this shift with new forms of delivery, including "Flat Rate Boxes" and free insurance. It is also testing same-day and Sunday deliveries. Alongside these developments, USPS created the Priority:You campaign, which affirmed that it was possible for a big, complex entity to care about the individual customer. Its media plan was also overhauled, with a large percentage of the budget committed to direct mail, as well as print, minority outlets, online and mobile, and it has created tie-ups with Amazon and eBay to reach shippers at the moment of shipping. Collectively, these initiatives have helped USPS increase revenues by 12.8%.
Hennessy asks millennials to find "The Wild Rabbit"
Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2013
This event report describes how Hennessy, the cognac brand, is using an aspirational message to reach a new generation of drinkers in the US.
This event report describes how Hennessy, the cognac brand, is using an aspirational message to reach a new generation of drinkers in the US. During the economic downturn, Hennessy's core consumers broadened their consideration to high-end offerings in alternative sectors and research demonstrated that men aged 21-34 saw Hennessy as "the established uncle that you'd like to be", rather than a drink for them now. Hennessy developed "The Wild Rabbit" campaign, that aimed to capture the inner dreams and desires of the intended demographic. The tagline, "Never stop. Never settle.", was personified by celebrities who were regarded as constantly learning and evolving. As a result, Hennessy posted 4.6% increase in volume sales in 2012, and January to August 2013 has seen a 4.2% increase. With the holiday period, it is on course to beat the previous year's growth rate.
Celebrity in China: Five trends of influence building in the social media age
Penny Du and Sirius Wang, Millward Brown Asia, Point of View, October 2013
This article analyses how social media has changed the way celebrity branding influences consumers and provides recommendations for how to employ celebrities in this arena, drawing on examples from China.
This article analyses how social media has changed the way celebrity branding influences consumers and provides recommendations for how to employ celebrities in this arena, drawing on examples from China. It shows that there are no longer superstars that are universally loved, so there are no celebrities that have high influence across all media platforms. Instead, now many more celebrities have concentrated influence in their own small fields. Celebrities have also become more accessible, displaying personalities that fans are most able to relate to, which is also seen through the rise of talent show stars. Their social media usage has opened a communications channel that consumers are more likely to trust over traditional advertising. However, this also brings new risks, due to the lack of media control. Social media has also created its own grassroots celebrities, through the rise of 'trustworthy experts'. These have established followings in their particular fields and can often provide the best endorsement for certain marketing objectives.
Why mobile demands the diverse strengths of a full-service agency
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report looks at how BBDO is using mobile within the media mix, focusing on a campaign it ran for Snickers, the chocolate brand, in the UK.
This event report looks at how BBDO is using mobile within the media mix, focusing on a campaign it ran for Snickers, the chocolate brand, in the UK. To build upon the “You’re not you when you’re hungry” positioning that had proved so profitable for Snickers on TV, the agency partnered with celebrities like model Katie Price, footballer Rio Ferdinand and singer Cher Lloyd, and posted out-of-characters messages to their Twitter feeds. After several hours in each case, it was revealed that Snickers had been behind these unusual posts, a message illustrated by the celebrity concerned eating one of the brand’s chocolate bars.
How adidas used digital media to bounce back from near catastrophe
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches.
This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches. In both cases, the company used storytelling, especially through online video, to keep fans informed about the recovery of their sporting heroes, and thus sparked word of mouth across the web. By carefully constructing this narrative, anticipating real-time marketing opportunities and tapping into the passion points of its target audience, adidas was able to turn a potential marketing disaster into a new engagement opportunity.
Resolving the conflict between what consumers say and do - findings from the Future Foundation
Katherine Kam, Event Reports, nVision UK Spring Conference, May 2013
This article reports on the Future Foundation's research on "The Big Lie" - the difference between what British consumers say and what they do.
This article reports on the Future Foundation's research on "The Big Lie" - the difference between what British consumers say and what they do. It examines the social norms that people feel compelled to conform to, while also desiring to meet their personal needs and interests. The topics covered include mass customisation, attitudes to modern constant connectivity, the internet of things, celebrity influence, maximising and consumer radicalism. Brands are encouraged to meet customer's secret desires while simultaneously allowing them to save face in public.
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.
2012 China Celebrity Endorsement Report: Who is the best brand ambassador?
Sirius Wang and Penny Du, Millward Brown Asia, Point of View, April 2013
CelebrityZ, a celebrity equity research project, looks at the benefits and problems of using celebrity endorsements in China, where more than half of the advertisements feature celebrities.
CelebrityZ, a celebrity equity research project, looks at the benefits and problems of using celebrity endorsements in China, where more than half of the advertisements feature celebrities. The effectiveness of celebrity advertising is decreasing, with likeability and brand linkage both falling compared to non-celebrity advertisements. The main factors contributing to this include excessive use of celebrities, failure to use comprehensive celebrity selection criteria, and poor matches between celebrities and advertised products. To create a best fit between a brand and its spokesperson, it is important to consider brand positioning, the brand ideal, and the goal of celebrity advertising. The CelebrityZ evaluation system assesses potential spokespeople for the optimum advertising effect based on celebrities' endorsement potential, personality and ability to set an example. The article also stresses the importance of long-term continuous monitoring to ensure selected spokespeople continue to deliver the desired effects.
Celebrity endorsement in India: Death of the celebrity god
Aditya Kanthy, Admap, September 2012, pp. 32-33
Bollywood movie stars continue to be the darlings of Indian marketers and account for the majority of endorsements.
Bollywood movie stars continue to be the darlings of Indian marketers and account for the majority of endorsements. Traditionally, Bollywood films were an escape for their audiences, with the heroes and heroines becoming untouchable gods. But the turn of a new century brought a new order in the production and consumption of celebrity in India and, with it, the death of distance. A series of macro-features have influenced this shift, including: reality TV, celebrity talk shows, multiplexes, younger audiences, the internet and the enthusiasm with which celebrities took to social media. As a result, brands are no longer putting celebrities on pedestals and they are no longer allowing them to talk down to consumers. Those that are, are failing. This piece takes a look at some of the Effie-winning case studies from the last five years and shows the change in how India views celebrities and how brands now use them.
From the editor: Fame and fortune
Colin Grimshaw, Admap, September 2012, pp. 3-3
Admap editor Colin Grimshaw introduces the September 2012 issue and its focus on celebrity endorsement.
Admap editor Colin Grimshaw introduces the September 2012 issue and its focus on celebrity endorsement. This looks at the arguments for and against using star power, advice on how to choose the right personality for the brand and reveals formulae that can be used to justify investment in a certain celebrities and how to calculate the ROI across a number of channels.
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