MINI ran two advertising campaigns in 2014 to maintain their brand's fun personality and increase relevancy among young men. The first campaign, "More Horses than Aintree", ran around the Grand National sporting event and played on MINI's "horsepower" jokes from the prior year. The second campaign, "Don't waste your pension on a Golf Ken!", ran in a special retirement issue of The Sun Motors to commemorate the editor's 23 years and took a humorous jab at MINI's biggest competitor, the Volkswagen Golf. While the direct impact cannot be measured, male MINI ownership increased 5% year-over-year, suggesting the newsbrand campaigns helped contribute to MINI's marketing efforts
We love to hear stories since we were a kid
There is something in stories that kept us engage.
As it turned out somehow we are programmed to seek and make sense of the world through narratives. Anthropologists contend that 70 percent of everything we learn is through stories. Even as we grow into stubborn adults set in our ways, we fundamentally remain a storytelling
species.
Brand knew about this.
That's why nowadays, more brands are approaching the way to become a great storyteller! They tell compelling stories about the brand while still hold truth to their brand's essence or DNA.
Despite there are many stories been shared by brands, actually we can categorize the stories into 7 basic themes.
Here are the 7 basic plots with examples from some famous brands.
With a mission to bring back Britain's teatime as an occasion to savour, McCain wanted to position itself as a brand that would make 'good stuff' happen during these unappreciated moments.
According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.
We love to hear stories since we were a kid
There is something in stories that kept us engage.
As it turned out somehow we are programmed to seek and make sense of the world through narratives. Anthropologists contend that 70 percent of everything we learn is through stories. Even as we grow into stubborn adults set in our ways, we fundamentally remain a storytelling
species.
Brand knew about this.
That's why nowadays, more brands are approaching the way to become a great storyteller! They tell compelling stories about the brand while still hold truth to their brand's essence or DNA.
Despite there are many stories been shared by brands, actually we can categorize the stories into 7 basic themes.
Here are the 7 basic plots with examples from some famous brands.
With a mission to bring back Britain's teatime as an occasion to savour, McCain wanted to position itself as a brand that would make 'good stuff' happen during these unappreciated moments.
According to Sainsbury's research conducted by NetMums, 80% of mums spend a substantial proportion of Mother’s Day cooking and washing up, while only 9% have ever had a meal cooked for them by a family member on the day. These insights didn't just lead the media strategy for Sainsbury's Mother's Day campaign, but actually influenced what products were featured.
Articles written for the Aberdeen Chamber Progress Magazine. This is a bi-monthly magazine with a close to 20,000 circulation to businesses, households, and committee members.
COVID-Friendly Christmas Light Show Hosted at Crossville Outlet MallJimmy Winemiller
Based in Memphis, Tennessee, Jimmy Winemiller is a real estate professional with over 10 years of experience. He currently serves as an agent for Brevard Harbor Edge, LLC. In 2013, Jimmy Winemiller negotiated the sale of Crossville Outlet Mall. He facilitated a smooth transition between owners, too.
The Crossville Outlet Mall consists of over 30 outlet brands including VF Outlet, Dress Barn Women, and Bon Worth. Established in 1988, there have been expansions and renovations over the years. Now, the mall ranks among the top shopping destinations in Tennessee.
In November 2020, the Crossville Christmas light show took place at the Crossville Outlet Mall. Organized by Josh Cardwell, the event occurred ahead of Christmas to lift the community’s spirit. Crossville residents drove by the mall to witness the light show. Simultaneously, attendees listened to the synchronized music on their car radios.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
BOBCM: Brands and content marketing - who brings what to the party?Justin Kirby
20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.
Content Sells Cars is showcasing content marketing best practices in the automotive industry.
Content is offering the aspiration, the inspiration and the education that's converting car brands' audiences into inspired, smarter, more loyal and more profitable customers.
Get content: http://www.sqills.be, info@sqills.be
Articles written for the Aberdeen Chamber Progress Magazine. This is a bi-monthly magazine with a close to 20,000 circulation to businesses, households, and committee members.
COVID-Friendly Christmas Light Show Hosted at Crossville Outlet MallJimmy Winemiller
Based in Memphis, Tennessee, Jimmy Winemiller is a real estate professional with over 10 years of experience. He currently serves as an agent for Brevard Harbor Edge, LLC. In 2013, Jimmy Winemiller negotiated the sale of Crossville Outlet Mall. He facilitated a smooth transition between owners, too.
The Crossville Outlet Mall consists of over 30 outlet brands including VF Outlet, Dress Barn Women, and Bon Worth. Established in 1988, there have been expansions and renovations over the years. Now, the mall ranks among the top shopping destinations in Tennessee.
In November 2020, the Crossville Christmas light show took place at the Crossville Outlet Mall. Organized by Josh Cardwell, the event occurred ahead of Christmas to lift the community’s spirit. Crossville residents drove by the mall to witness the light show. Simultaneously, attendees listened to the synchronized music on their car radios.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
BOBCM: Brands and content marketing - who brings what to the party?Justin Kirby
20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.
Content Sells Cars is showcasing content marketing best practices in the automotive industry.
Content is offering the aspiration, the inspiration and the education that's converting car brands' audiences into inspired, smarter, more loyal and more profitable customers.
Get content: http://www.sqills.be, info@sqills.be
5 Examples of Creative Marketing Campaigns by Brands.pdfAdsy
Would you like to get inspired by the top creative marketing campaigns from renowned brands?
We gathered five examples of jaw-drapping campaigns that will help you with ideas and directions you can take to promote your company.
BSSP (formerly Butler, Shine, Stern & Partners) has terminated its contract with Mini, effectively resigning the account it led for more than a decade.
An unusual policy within the procurement department of the client’s parent company, BMW in Germany, requires Mini to launch agency reviews every four years. BSSP negotiated to extend that to six years, but the policy, along with a series of cost-cutting and consolidation moves on the client side, led to what BSSP chief creative officer John Butler called “a difficult decision.”
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt
MINI – MINI Mischief and Horseplay
1. MINI Mischief and Horseplay
Executive summary
A key brand facet of MINI is that it comes across like ‘like a friend’. Humour is one of the
simplest ways of achieving this relationship with an audience. MINI already perform well
in this area and have a long standing heritage in ‘fun’ so the objective in 2014 was to
maintain and build on this through taking advantage of relevant tactical opportunities.
The two campaigns in 2014, around the key pillars of sport, via the Grand National and
motoring – via Ken Gibson’s last edition of Sun Motoring were a perfect demonstration of
MINI’s personality. Copy read ‘’More Horses than Aintree’’ and ‘’Don’t waste your
pension on a Golf Ken’!
Background and objectives
The 2014 marketing objective was to increase MINI relevancy amongst young men. The
communications objective, in turn, was to align the brand with big sporting moments and
behave ‘like a friend’ to really drive this relevancy. We achieved this by selecting the
most relevant tactical opportunities, where the creative executions could perfectly deliver
to the ‘like a friend’ metric – a quality not quantity approach.
These topical and humorous ads were to build on fame achieved in 2013 during the
horsemeat scandal with “More horsepower than a lasagne”, giving momentum and
maintaining MINI’s tone of voice - its point of differentiation from all other car brands.
Quality newsbrands offered the perfect audience, the desired level of scale and relevant
environment, through sport and motoring sections, for this type of messaging. We were
able to place MINI in either standout positions (such as OBC) or next to relevant content
to really maximise the relevance to our male audience.
Insight (out of 10)
The Grand National is one of the most inclusive occasions in the sporting calendar. It’s
watched by over 8 million in the UK and many people who do not normally watch or bet
on horse racing at other times of the year get involved as, like MINI, it is perceived to be
fun. The event shares MINI’s same adventurous, go-getting spirit and therefore was an
ideal platform to align with. It also offered an opportunity to build further on the
dramatisation of horse power through the horse meat jokes of 2013 “More horses than a
lasagne” to “More horses than Aintree”.
Ken Gibson had not only dominated British motoring journalism but had become one of
the most widely recognised and influential figures in the industry worldwide. His
retirement was therefore an event not only within the industry but for our broader male
audience too and therefore posed another ideal opportunity to communicate the MINI
tone of voice which differentiates it from all other car brands. By using Ken’s last edition,
we were able to poke fun at MINI’s biggest competitor, the Golf, with “Don’t waste your
pension on a Golf Ken”.
Both relevant platforms allowed us to communicate in MINI’s unique tone of voice with a
view to making the reader smile, and therefore behave, like a ‘friend’.
2. The plan
Newsbrands still very much drive the agenda for current news stories; MINI were able to
capitalise on this to drive their fun brand messaging by the placement of adverts
containing topical and humorous copy in relevant context.
Working closely with MINI’s creative agency Iris, we had the foresight to plan for the
Grand National tactical opportunity but were nimble enough to be able to take advantage
of the news of Ken’s retirement.
‘’More Horses than Aintree’’ full page creative ran either in premium positions in sport
sections or against the extensive Grand National Content. ‘”Don’t waste your pension on
a Golf Ken’’ half-page creative ran in Ken’s final edited edition of The Sun Motors which
was a celebration of his 23 year editorship.
Both campaigns ran in newsbrands exclusively as the most timely and relevant
environments to capitalise on the tactical opportunities. The executions in the relevant
editorial perfectly demonstrated MINI’s fun personality in the context of the key male
targeted pillars of sport and motoring.
Results
Whilst it is not possible to exactly isolate the specific impact made by the newsbrands in
this instance, we do know that male ownership has increased by 5% YOY. We can’t
directly attribute this to our two tactical campaigns however we would certainly make the
assumption that it contributed to the wider MINI activities in 2014 which collectively
delivered this.