The best of stand up brands. How are brands taking a stand for causes and their core values to win over the next generation of consumers? A deep dive into consumers’ changing expectations of brands, and how some are already making a stand and bringing social consciousness into their communication strategies.
Merchandise Strategies: Macy's Case StudyQuinn Nevares
This case study examines Macy's current merchandising strategies and initiatives, their top competitors and suggested actionable points to increase their share of wallet of the Millennial target market.
Merchandise Strategies: Macy's Case StudyQuinn Nevares
This case study examines Macy's current merchandising strategies and initiatives, their top competitors and suggested actionable points to increase their share of wallet of the Millennial target market.
Super Bowl 2020 / The insights behind the ads Canvas8
Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.
To access the full report, visit: https://resources.canvas8.com/superbowl2020
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes some of the most inspirational examples we have recently stumbled upon in the areas of marketing, service and product innovation.
For my Introduction to Strategic Communications course, my teammates and I were asked to create a marketing campaign that boosted Mary Kay's sales, social media following and number of consultants.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Super Bowl 2020 / The insights behind the ads Canvas8
Why is optimistic advertising so appealing? How are people defining the ‘American Dream’ for themselves? And could breaking the fourth wall to subvert hard-selling win over new fans? Canvas8 unpicks the behavioral themes present in 11 notable campaigns from the 2020 Super Bowl.
To access the full report, visit: https://resources.canvas8.com/superbowl2020
LHBS continuously tracks changes in people, markets and technology to deliver curated and customised information to different organisations.
With a team of researchers collecting data on a daily basis for the Inspiration-Hub– an internal digital tool to monitor change and deliver relevant insights and inspiration– we would like to share these findings with our readers in a new way.
This presentation includes some of the most inspirational examples we have recently stumbled upon in the areas of marketing, service and product innovation.
For my Introduction to Strategic Communications course, my teammates and I were asked to create a marketing campaign that boosted Mary Kay's sales, social media following and number of consultants.
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
This document showcases integrated marketing campaigns launched by different companies at different times. Which used both online and offline mediums, to create awareness and increase the brand recall among the consumers.
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Get Advertising Smart - Realistic Advertising: Aspirational to Honestemmersons1
Brands today are increasingly portraying a more realistic way of life in their advertising. This week's article looks at the reasons for this shift, and who is doing it well.
A New Perspective on Millennials: Segmenting a Generation for Actionable Insi...Interbrand Design Forum
A New Perspective on Millennials: Segmenting a Generation for Actionable Insights
explores the discrete segments that exist within the Millennial generation.
The study was created in order to better inform retailers and consumer
goods companies on differences that exist in attitudes, behaviors and
preferences within this generation. The report is sponsored by Oracle.
This report invites you to deep dive into the minds, behaviours and online habits of Generation Z.
Unpacking some of the key reports and surveys on Generation Z from the last two years, this report collates the most important findings and insights (...so you don’t have to!) to inform new ideas and ways in to creating content that will engage with this lucrative, generational audience.
'FMCG: social media and the consumer' looks at the challenges faced by fast-moving consumer goods (FMCG) brands and how social media can be used to connect with customers and drive sales.
Découvrez pourquoi les études menées très en amont du projet créatif permettent aux spécialistes du marketing de concevoir une publicité plus créative, plus audacieuse…et plus rapidement.
En savoir + : https://www.ipsos.com/fr-fr/comment-concevoir-des-campagnes-publicitaires-plus-creatives-et-plus-impactantes
Marketing Through Generations: Masterclass by Hetvi Kamdar for Purpose StudiosPurposeStudios
How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations.
References:
The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt
Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos
Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU
Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU
https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/
What's behind the success of some of the greatest campaigns?
1. Chipotle https://www.youtube.com/watch?v=aMfSGt6rHos
2. Dove https://www.youtube.com/watch?v=qxWqQ_1n_N4
3. P&G https://www.youtube.com/watch?v=2V-20Qe4M8Y
4. Nando's SA https://www.youtube.com/watch?v=dIl5p6gPWjg
5. Dos Equis https://www.youtube.com/watch?v=IxgiTeXKOOc
6. VW SA https://www.youtube.com/watch?v=mQQDwxmnwvA
7. Red Bull's Stratos https://www.youtube.com/watch?v=raiFrxbHxV0
8. Old Spice https://www.youtube.com/watch?v=owGykVbfgUE
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
The REGGIE Awards have been showcasing the best and most inspirational marketing campaigns since 1983. What does it take for your brand to win a REGGIE? Find out with this handy presentation!
In this keynote presentation, Digital Marketing Expert and Influencer, CJ Johnson focuses on how you become a successful impact storyteller in the world of Digital Marketing. From insider tips to the future of digital marketing, CJ will lay out trends, strategies, and a decisive plan of action anyone can use to find success. In this presentation, CJ will describe the following to provide these key takeaways:
• Master Mindset - The mental health obstacles and tips you can use to overcome your self-doubt and fears to help you excel.
• How You Find Success - Clear Strategies and Simple Steps to improve overall Digital Marketing execution.
• Trend Report and Market Research/What Does It Mean For You? Insider knowledge to provide an edge to overcome your competitors.
• Tools/Apps/Hacks - Everything from the recommended apps to how you can best utilize your social media to influencer marketing tips, you will be primed for success.
• Q&A - CJ will take on questions and answer to share how your audience can level up.
After this session, your audience will be armed with insider industry knowledge, powerful tips to help them be effective storytellers, and practical tips to empower themselves.
How might we create brands of enduring value that are relevant to a new generation and resilient for a new world? Like never before, brands are navigating an era of constant change. In virtually every industry and category, incumbents are being challenged by upstarts as the marketplace moves faster than ever before. This report details a fundamental shift in the marketplace towards authenticity, wellbeing, sustainability and social purpose. It reveals how the deepest hopes, needs and aspirations of a rising generation of consumers will define our future. By understanding the Aspirationals - who they are, what they care about and why they matter - brand leaders will be inspired to think more creatively, design more holistically and act more purposefully for a world where we can thrive in change together.
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
signmesh snapshot - the best of sustainabilitysignmesh
Explore best practices around sustainability. Consumer expect brands to do more and stand for more. Check how sustainability is driving business, social and environmental innovation.
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
Explore the evolving trends in banking. Consumers’ values and expectations of their bank are evolving, stemming from a new generation of buyers and the rise of disruptive fintechs helping people to reimagine how banking could - and should - be.
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
signmesh snapshot - tech of tomorrow (that’s already here) signmesh
Explore the best of technology. See what kind of new tech advancements are already up and running in industries such as: beauty, fashion, entertainment, food & nutrition, automotive, health and cities & living.
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
signmesh snapshot - the best of NBA leaguesignmesh
Explore the best of NBA. NBA is one of the most successful sports leagues across the world. In this report, we take a closer look at what NBA is doing to maintain leader status and stay relevant with their audience.
signmesh snapshot - top 10 of February 2018 signmesh
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
The best of brands creating sensory experiences. How are brands moving from communication marketing into experiential marketing by appealing to the senses? We explore best brand examples according to industries.
signmesh snapshot - top 10 of January 2018 signmesh
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
The best of retail. How can offline shopping compete with online one? A deep dive into the retail industry and how brick & mortar stores are now using technology to create a better shopping experience for their customers when browsing or checking-out.
signmesh snapshot - top 10 of November 2017 signmesh
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
signmesh snapshot - top 10 of October 2017 signmesh
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
"Netflix of Radio” delivers audio content on demand. A collection of signs and cases relating to audio content and how it is evolving with changing consumer behaviors and technologies.
signmesh snapshot - top 10 of September 2017 signmesh
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
signmesh snapshot - shifts in content marketing landscapesignmesh
Best of the changing content marketing landscape. A collection of signs and cases relating to content marketing and how it is evolving with the changing consumer behaviors and technologies.
signmesh snapshot - top 10 of August 2017 signmesh
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
Explore top 10 signs of this month. Get your monthly update of the most innovative signs selected by our readers from across different industries. Signs are clustered into 5 broad categories: consumer insights, business innovation, communication, experience & partnerships.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
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.
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
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
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.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
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
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.
1. snapshot
brands,
take a stand
The best of stand up brands. How are brands taking a stand for causes and their
core values to win over the next generation of consumers?
A deep dive into consumers’ changing expectations of brands, and how some are
already making a stand and bringing social consciousness into their
communication strategies.
SIGNMESH.COMSNAPSHOTJANUARY2018
3. introduction
This report explores the consumer’s
growing expectations that brands should be
more socially conscious and responsible.
It’s no longer enough to simply state brand
values, but to actively demonstrate them.
It’s time for brands to act.
INTRODUCTION
As transparency and corporate responsibility makes
its way towards becoming a brand expectation,
brands are no longer protected from consumers’
sights by their four walls. Today, even their internal
culture should be open, fair and reflect their values.
We explore the key consumer insights powering this
trend, how brands are responding and what it means
for others across three chapters:
— Consumers want meaningful brands
How are consumers’ expectations of brands
changing? How much impact does a meaningful
brand make?
— How brands are standing up
Selection of signmesh cases around brands
standing up for a cause or value.
— What’s the takeout?
What can we learn?
4. 1. consumers want
meaningful brands
Expectations of brands by younger consumers are changing.
They expect them to show more social responsibly, and to
not just talk the talk, but walk the walk.
INTRODUCTION
5. A meaningful brand is one that consumers feel
connected to as a result of the brand having a
positive impact on them, their community and /
or the natural world.
- Yale Center for Business and the Environment
Source: YCBE
CONSUMERSWANTMEANINGFULBRANDS
6. 62% support brands
that take a stand on
issues they believe in
(e.g. human rights,
race, sexual
orientation)
CONSUMERSWANTMEANINGFULBRANDS
62%
Gen Z and
bold brands
Source: Millennial Marketing
7. Brands should make a difference to us
STATISTICS
75% 40%
think brands do this right now.
but only
of consumers expect brands to
make a contribution to our
wellbeing and quality of life…
Source: Havas’ Meaningful Brands 2017 global report
CONSUMERSWANTMEANINGFULBRANDS
8. Brands considered “meaningful” outperform
the stock market by 206% over a 10-year time
frame
- 2017 Meaningful Brands®, a unique global study from Havas Group
Source: Havas’ Meaningful Brands 2017 global report
CONSUMERSWANTMEANINGFULBRANDS
9. 43% of millennials rank
authenticity over content
- Forbes Contributor, Dan Schawbel’s survey of over 1300 Millennials
Source: The Millennials Consumer Study 2015
CONSUMERSWANTMEANINGFULBRANDS
10. 67% will buy a
brand for the first
time based solely
on the brand’s
position on a
controversial topic
CONSUMERSWANTMEANINGFULBRANDS
67%
first time
buyers
Source: 2017 Edelman Earned Brand study
11. 2. how brands are
standing up
Aside from building revenue, brands often have a key goal they want
to reach with their cause marketing. Here’s a selection of key goals
from brands who recently took action and stood up for a cause.
SNAPSHOT
13. DRIVEAWARENESS
Ben & Jerry’s Global
Climate Change
Campaign
The company’s campaign shared videos
around climate change marches, with facts
and figures around climate change. The
campaign helped spread the message and
its’ brand across the potential customer
base, and spark more public action.
Source: signme.sh/B3RUMm4NK
14. DRIVEAWARENESS
Gucci Goes Fur Free
Gucci CEO Marco Bizzari announced that
the brand will be fur-free from now on
starting with their Spring-Summer 2018
collection, which will go on sale next year.
Remaining fur items will be sold in a charity
auction. The brand wants to raise awareness,
inspire and change the luxury fashion
industry.
Source: signme.sh/IkvPygdqs
15. DRIVEAWARENESS
Mattel Promotes Girl
Power
A new Barbie commercial called “Imagine
The Possibilities” encourages girls to imagine
they can be anything. Unscripted and using a
hidden camera, the girls play act a
profession of their choice in a real-life setting
including a role of an academic, vet, a
businesswoman, professor, men’s soccer
coach and museum tour guide.
Source: signme.sh/_Aw4e-xzA
17. BRINGDONATIONS
Lush Supporting LGBT
Charities Around The
World
With its #GayIsOk campaign Lush
collected £ 275.955 for its Love Fund through
selling in total 107.479 special soaps. They
money was raised o support LGBT charity
organizations around the world. The
campaign reached millions, particularly after
the US Supreme Court ruling on marriage
equality came down 24 hours after the
campaign’s launch.
Source: signme.sh/OoPlgptfz
18. BRINGDONATIONS
Cards Against Humanity
Game Takes A Stance
Against Trump
"Cards Against Humanity" bought a piece of
land to prevent the building of the planned
wall at the border between Mexico and the
US. This initiative is funded through people
paying $15, and in return receiving new cards
for their game, a map from the piece of land
and a certificate promising to prevent the
building of the wall and six surprises. The
initiative is promoted also with an
accompanying video.
Source: signme.sh/ECZ_vnPMm
19. BRINGDONATIONS
IBM Frees Staff To
Solve Health
Challenges
IBM is setting their workforce free to utilize
their time, knowledge, skills and expertise to
do some good. IBM Health Corps is the
company’s pro bono program that enables
employees to tackle health disparities. Any
employee that has been with IBM for more
than 2 years can apply for the paid leave to
join the Health Corps.
Source: signme.sh/95_pLIzFI
20. redefine a stereotype
How are brands taking action to change
the status quo and alter perceptions to
make a positive impact?
21. REDEFINEASTEREOTYPE
Axe’s “Find Your Magic”
Abandons Masculinity
Stereotypes
With their “Find Your Magic” campaign Axe
stepped away from the stereotypical
approach to advertisement they had before.
The campaign for their new line of products
is about embracing the many different ways
of how to be a man, and celebrates
individual quirks and passions, no matter
how “masculine” they are.
Source: signme.sh/O3PsMzWPQ
22. REDEFINEASTEREOTYPE
Sephora’s #NeverStop
Campaign Embraces
Beauty Of All Kinds
For the #NeverStop campaign, Sephora
wanted to show that beauty is not
generalizable. They created five short films
featuring five different women with different
beauty stories. For example, a transgender
woman who likes natural looking make-up
and another woman who has learned to love
her greying hair.
Source: signme.sh/NwA8jAvu_
23. REDEFINEASTEREOTYPE
Vetements’ Real
People Runway Show
For one of its Paris runway shows, the
clothing brand used real people from the
streets as models. The show was titled
“Stereotypes", and designer Demna Gvasalia
street-cast the models. As a result he had
real tourists, punks or old ladies run for
him. “We really got into the details of their
lives, […] how they wear things”.
Source: signme.sh/H9BrtvumC
24. drive action
How are brands encouraging action from
their audience, for them to change their
behavior in some way to contribute to a
greater cause?
25. DRIVEACTION
Supermarket Starts
Urban Farming
Initiative
To show their commitment to locally-grown
food, Delhaize, the leading retailer in
Belgium has launched a vegetable garden
and greenhouse on the rooftop on one of its
stores. All harvested produce will be sold in-
store. Next to just selling the produce, the
urban garden will also function as an
educational space, offering workshops to
schools in 2018.
Source: signme.sh/7gA3F3HoS
26. DRIVEACTION
Philip Morris Quit
Cigarettes
Philip Morris is the world’s largest tobacco
corporation and announced that their 2018
New Year’s resolution is to quit smoking.
They have positioned themselves with a new
manifesto which is “designing a smoke-free
future” and begun selling smoke-free
products such as e-cigarettes and heated
tobacco.
Source: signme.sh/yuC3bttLF
27. DRIVEACTION
REI Reject Black Friday
REI keeps their doors closed on Black Friday
for the third year running. Based on a moral
decision by CEO Jerry Stritzke, the outdoors
retailer REI will be closed on one of the
biggest shopping days of the year for the
third year in a row. Their #optoutside
initiative encourages people not to engage in
“rampant consumerism” and instead spend
the day outside.
Source: signme.sh/Hxr4Pt4Xc
29. What can we learn?
IMPLICATIONS
find out what’s
important to your
audience
take caution when
capitalizing on societal-
level shifts & trends
do it right
or don’t do it at all
implications
Staying culturally relevant along with
cause-related campaigns is great for
brands, but can come with its pitfalls
when the brand doesn’t spend some time
using insight to root their product or
purpose in the issue. A lack of real
understanding around a topic can
become immediately apparent in ads.
A brand’s biggest fans are likely to be
fans because of a feeling of having
shared values. If the brand then chooses
a cause or value to champion that aligns
with core beliefs, it’s likely to resonate
with their audience, but it’s always
worth doing the research to discover
what’s important to them at the time.
Unless brands can confidently say that
when it comes to their chosen cause they
are relevant, required, resilient (in that
the brand is committed to the cause
long-term) and building revenue, then
they shouldn’t pursue it. Failing would
bring much more backlash and negative
press, especially in this social media era.
30. visit signmesh.com
want more?
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This report has been created with the signmesh innovation hub.
A tailored dashboard of curated insights and business cases to keep
your company ahead of the learning curve and inspire ongoing
innovation.
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31. The signmesh innovation hub is a service
brought to life in a collaboration by LHBS
Consulting and LOOP New Media. signmesh
helps to create a company culture of
innovation and keeps your team inspired and
up to speed.
Find out more about signmesh
www.signmesh.com
The companies behind
www.lhbs.com
www.agentur-loop.com
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