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Brand Experience: The Modern Narrative

Nike

Nike's strategy is cemented on determination: the story of a hero's journey, emerging triumphant against the odds.

When it comes to human connection, what good is your brand if it doesn’t evoke an experience? Campaigns may come and go, but in today’s world, brands should strive to focus on creating memories. Experiences are part of the things people carry for the rest of their lives. Brands such as Nike, for instance, base their vision on elevating the experience of the athlete. Authenticity is a key aspect when it comes to creating a brand experience. Ask yourself,  “Is there a real reason why the client is using the product at that particular moment?” Brands that will succeed in the future will harness this power and add the extra value to people’s life.

Media companies and brands are the same business: the business of telling stories that influence behavior and change minds. Understanding a consumer’s journey is key in order to leverage opportunities of having a voice during each step of the way. One way to approach brand stories is through the premise of having something interesting and creative to say. The news needs to be interesting enough to want to be shared.

It all starts with the user experience. After studying the consumer, think of what the person will take away from your brand and what this experience is translating into. What do you want people to think, to feel? Do people understand the story and what we’re conveying? Does the story adapt to the medium? And last, but not least, would people be compelled enough to want to share that information?

Digital platforms such as social media are excellent opportunities to ignite conversations revolving a product that often lead to one of the most powerful assets a brand could have: a community. Creating an environment suitable for user-generated content is the ideal scenario that not only provides a snapshot, but an ongoing story with people.

GoPro's Youtube channel features user-generated footage shot with their own cameras.

GoPro's Youtube channel features user-generated footage shot with their products, which has seduced viewers everywhere.

As a brand who creates stories worth sharing, what does it take for a person to want to share branded content? If you’re a brand and if you’re going to create content, you need a consumer centric approach that considers: the channels in which they consume content, the information they want to consume, a content that inspires credibility and that people might think their friends are going to like, and last, but not least, content that must add value.

We live in an age that demands constant reinvention. We can’t just do something and go “Phew, I’m glad that’s over.”

Brazilian brands get ready to hit the field for this year’s World Cup

Brazil World Cup

The year 2014 represents one thing for the sports world: the FIFA World Cup. Whether you like or not, it's here, and in less than a few weeks it becomes real in Brazil. How does this worldwide phenomenon affect Brazilian products? How are advertisers supposed to behave and compete with international brands in this very crowded marketplace?

The FIFA World Cup moves extraordinary - as well as dubious - sums of money that range from infrastructure to ad campaigns. "Brazil expects to receive 500,000 foreign tourists and move tens of millions of Brazilians for the host cities." (Source: Ministry of Tourism)

Within this scenario, Brazilian brands are offered a unique opportunity of competing on the same arena with other major international brands. As a country, Brazil should export a comprehensive picture of modern, developed and creative nation. An image that relies heavily on a good performance of its national products, since the brand identity created for the 2014 World Cup had proven to be a colossal failure. A poorly structured logo, foolish typography and a mascot that became a joke, all seemed a random combination of elements without any previous planning.

World Cup logo

The branding of the 2014 World Cup consists in a random junction of elements without much planning.

Despite the not-so-great image of Brazilian marketing and branding, national products may still have a chance to change this paradigm. Here are some ideas as to how to make that happen.

1. Brazilian pride

The country's essence and fervor for the World Cup dictates a distinct set of factors within its global marketing: energy, passion and happiness, which are perhaps more important than leadership and quality. National brands should encourage  patriotism by creating motivational campaigns that take advantage of their market and extensive consumer knowledge. A Brazilian-to-Brazilian approach and message within campaigns will generate an inherent marketing advantage.

2. Keeping an eye on FIFA Partners

Something that is definitely worth watching out for are the actions executed by the six major international brands involved in the World Cup - Adidas, Coca-Cola, Hyundai, Kia, Emirates, Sony and Visa - who have paid sums as large as £230 million to FIFA for a four-year partnership. These brands will bring a lot of creativity and branding quality and will be present in all matters of the tournament. These advertisers will have access to more than 50% of the world population. 

 3. Joining in

Brands should improve and promote the consumer experience and become a part of the worldwide event through local and spontaneous activations. Social media (Facebook, Instagram, Twitter, Snapchat, Youtube ...) are ideal platforms for Brazilians and foreigners to share their own experiences and interact with each other.

Brands could also integrate their efforts onto social and mobile platforms, paving the way for a more immediate and  tight-knit contact with the audience. 

Coca-Cola World Cup FIFA

 4. Adding value

Brands must find a way to incorporate themselves in the middle of the experience between fans and the sport without being invasive. Through this connection, they should strive to add value and continue a longterm relationship with consumers, not only during 2014, but until the next World Cup in 2018.

The tournament is ready and guaranteed to the public and the consumers; now the question that remains is whether it will get a taste of Brazil's victory.

 Brazil World Cup

Follow Giovanna Lettieri at EsttudioG.

An anniversary in pictures

Banco Popular Dominicano

It's been 50 years since Banco Popular Dominicano opened its doors in the Dominican Republic. Today a leader within the industry, the brand has been keen on embracing new technologies in all parts of the spectrum - operations, products and communications. 

Hace 50 años abrió sus puertas el Banco Popular Dominicano en la República Dominicana. Hoy un líder en su categoría, siempre ha manifestado su interés en acoger e implementar las nuevas tecnologías en todos los aspectos - operacional, dentro de su cartera de productos y en sus comunicaciones. 

To celebrate its anniversary, the bank launched a national photo contest on Instagram and invited the nation to post pictures that reflect the transformation of the Dominican Republic during the last century - pictures that convey changes in infrastructure, urban planning, telecommunications, industrial development, scientific advancements, among other things.

Para celebrar su aniversario, acaba de lanzar un concurso nacional en la red social de Instagram, el cual consiste en motivar a los dominicanos a subir fotografías que reflejen la transformación de la República Dominicana durante el último siglo - fotografías que transmiten los cambios en infraestructura, urbanismo, telecomunicaciones, desarrollo industrial, avances científicos, entre otros.

Banco Popular Dominicano

 The mechanics of the contest are fairly simple: follow the brand on Instagram (@Popularenlinea), upload up to three pictures including the hashtags #RD21 and #Popular50años, assign a title and description for the image, and presto. The ten best photos will take home prizes such as iPads, laptops and photography courses from Chavón

La mecánica del concurso es sencilla: para concursar, la persona debe seguir la marca en Instagram (@Popularenlinea), subir hasta tres fotos con los hashtags #RD21 y #Popular50años, aplicar un título y descripción para la foto, y listo. Las diez mejores imágenes se llevarán premios tales como iPads, laptops y cursos de fotografía en Chavón.

Banco Popular Concurso

To this moment, hundreds of pictures have already been submitted to the contest, triggering a connection between the bank and the people through visual content and social media - proving that universal truth: "A picture is worth a thousand words."

Hasta el momento, cientos de fotos han sido subidas a la plataforma de Instagram para el  concurso, lo cual ha generado una dinámica interesante entre el banco y las personas mediante el contenido visual y las redes sociales - lo cual comprueba esa verdad universal: "Una imagen vale más que mil palabras."

For more information, check out: www.popularenlinea.com

Para más información, entra a: www.popularenlinea.com 

Images courtesy of / Imágenes cortesía de: Banco Popular Dominicano

Samsung, Big Mama’s and the brands that shook up this year’s Academy Awards

If there's one thing we've learned in the last 86 years, it's that Oscar night is without a doubt the biggest party in showbiz. As celebrities flocked the Dolby Theater on Sunday night, 2014 proved, yet again, what a powerful platform it can be for brands who want to leverage Hollywood's big night.

Though big names such as Mercedes-Benz, JC Penny, Chevrolet, American Express and Chobani followed a traditional approach when it came to advertising, it was Samsung, Twitter and a pizzeria by the name of Big Mama's & Papa's Pizzeria who stole the show, proving that authentic and spontaneous interactions during the show leave a far more powerful impression on viewers. 

Samsung Galaxy Academy Awards Oscars

Samsung, a big sponsor of the event, was more than present during the live telecast, especially during moments when host Ellen Degeneres took out a Galaxy mobile phone out of her pocket. The golden moment came when she attempted to snap a photo of her and Meryl Streep, which soon turned into the most star-studded group selfie, ever. 

Samsung Galaxy Academy Awards Oscars

The epic picture taken with the phone and posted on Twitter set a new record for the most number of retweets ever - an incredible amount of 2.4 million as of Monday - making it without a doubt the coolest product placement during the Oscars, and the most successful social media moment in modern history. The platform was mentioned several times and stole the show at one point, especially when Ellen announced that the they had accidentally 'broken' Twitter: "We crashed and broke Twitter. We made history." "It's fantastic. See what we did, Meryl?"


But perhaps one of the funniest moments came from Ellen when she offered pizza (with a real delivery guy) from Big Mama's and Papa's to the stars in the audience.


Big Mamas and Papas Pizzeria

Another brand who received a lovely surprise was Miller Lite, mentioned by Matthew McConaughey during his speech towards the end of the show: "To my father, who I know is up there right now with a big pot of gumbo; he's got a lemon meringue pie, probably in his underwear and he's got a cold can of Miller Lite and he's dancing..."

Of course, the brand did not let this historical moment slip through its fingers. It immediately posted:

Miller Lite Oscars

This year proved that interaction and authenticity is monumental and brands need to be ready to make the best of these opportunities - especially when it comes to live events.

Other stars at this year's Oscars:

 Google 


Chevrolet


American Express


Lipton


Pepsi 


Chobani


 JC Penny