Starbucks &amp; Ford Motorcar Company Case Study

The document provides examples of non-traditional advertising campaigns for reference. It describes a campaign where an adhesive bandage company included donor registration kits to help increase marrow donor signups. It also mentions a campaign for a Colombian government where plastic balls with messages were floated down rivers to encourage guerilla fighters to demobilize. A third campaign discussed packaged entire marketing budgets into rap videos to boost yogurt sales.

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This document provides summaries of experiential advertising campaigns, including: 1) Nike's "Catch the Flash" campaign that involved sending runners wearing reflective jackets into Vienna at night for the public to photograph, winning a prize. 2) Paddy Power's "sky tweets" campaign for the Ryder Cup that had stunt pilots write tweets in the sky visible from the golf course. 3) Mercedes Benz covering an emission-free car with LED screens displaying footage from the other side to demonstrate its invisibility to the environment.

Visual Storytelling in Sport

Visual storytelling is an effective tool used in sport advertising. Brands like Nike and Adidas use visuals to [1] inspire and motivate regular people, [2] promote cultural significance and inclusion, and [3] showcase unity among fans. Examples shown include Adidas promoting LGBT inclusion with an image of two women for Valentine's Day and Nike portraying everyday athletes overcoming challenges to "Find Your Greatness". Celebrities like Pharrell Williams also support brands' missions for equality. Visual storytelling allows brands to inspire and engage consumers in an emotional way.

Flipbook：power of story

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Brands must tell compelling stories to connect with customers on a deeper level. Storytelling allows brands to form strong associations in customers' minds between the brand and certain ideas or emotions. Customers are more likely to form positive perceptions of brands that are associated with childhood memories or stories that create vivid emotional experiences. Younger audiences especially want to interact with brands and see themselves reflected in the brand's story. Maintaining relevance requires continuously infusing the brand with new perspectives to keep attracting customers.

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Visual storytelling is an important tool for sport brands. It allows them to (1) inspire and motivate regular people, (2) promote cultural significance and inclusion, and (3) build unity between fans and players. Nike and Adidas use images of everyday athletes to show people can achieve greatness through hard work. Adidas posted an image of a same-sex couple for Valentine's Day to promote inclusion. Nike featured fans joining Lebron James in a huddle to strengthen bonds between the Cavaliers and their supporters. Visual storytelling helps brands engage audiences and spread their messages in an easy, emotionally powerful way.

Visual Storytelling in Sport

Visual storytelling is an effective tool used in sport advertising. Brands like Nike and Adidas use visuals to [1] inspire and motivate regular people, [2] promote cultural significance and inclusion, and [3] showcase unity among fans. Examples show ordinary people overcoming challenges, same-sex couples promoted on Valentine's Day, and campaigns bringing together fans through shared colors. Visual storytelling engages audiences, promotes discussion, and has led to increased social media following and fan engagement for brands.

M.ReeseRidetheWave

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1) The outdoor industry is facing a wave of growth from millennial female consumers. While women's participation in outdoor recreation has grown in recent years, most companies take a superficial "shrink it and pink it" approach to marketing to women. 2) To effectively attract female consumers, companies need to design products that are both functional and fashionable for women. They also need to provide experiences like women-only outdoor classes to engage customers. 3) Hiring more women, especially in leadership roles, will help companies understand female consumers and make lasting changes to reach this growing demographic. Those that adapt now to the rising wave of female consumers will be best positioned for future growth.

TOMS

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The document outlines a campaign plan for TOMS shoes that includes 10 tactics: print advertising, billboards, outdoor mirror ads, a mobile app, a city tour bus, product placement on Modern Family, a concert series, coupons, press releases, and informational pamphlets. The tactics would be implemented between September 2013 and March 2014. The estimated overall budget for the advertising portion of the campaign is over $3 million.

The 20 best social media campaigns

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The document summarizes 20 of the best social media campaigns as reported by Forbes magazine in August 2010. The #1 campaign was for The Blair Witch Project in 1999, which used websites and message boards to generate buzz about the film months before its release, making it one of the first viral marketing successes. The #2 campaign was for Blendtec blenders from 2006 onward, which featured destructive videos of the blenders blending unusual objects like iPhones, boosting blender awareness and sales significantly. The #3 campaign was for Old Spice from 2010, which had spokesman Isaiah Mustafa respond to fan questions on social media, including proposing to one fan's girlfriend who accepted.

Redefining Beauty for the Last Decade

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Dove launched its "Real Beauty Campaign" in 2004 to promote a wider definition of beauty in response to research finding most women do not consider themselves beautiful. The campaign uses real women in advertising and aims to increase women's self-esteem. Over 10 years, the campaign has expanded its message through various viral videos and reached over 7 million girls worldwide, however some criticize it as hypocritical given Dove is owned by Unilever which also owns Axe body spray.

Analyzing crowdfunding campaign projects

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The document analyzes 4 different crowdfunding campaigns and whether they reached their goals. It summarizes each campaign, including its goal amount and what was liked and disliked. The campaigns included a clothing line that provides school uniforms in Africa and reached over double its $50,000 goal. A brand connecting adventurers to Mexican artisans that was liked for its social aspect and design variety. Sustainable swim shorts made from ocean waste that were liked for their recycling idea but may not have appealing designs. An Italian wool campaign where the video was good but some dialogue was weird with no urgency.

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This document discusses the origins and evolution of Singles Day (11/11) in China from a student tradition to an annual online shopping festival. It traces how Alibaba transformed 11/11 into a major shopping event in 2009. It also examines how new media like Weibo and Wechat have helped promote 11/11 sales. The document analyzes strategies used by Alibaba, JD, and Suning to market on new media and compete during 11/11. Finally, it outlines pros and cons of new media marketing for this event.

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This document discusses the origins and evolution of Singles Day (11/11) in China and how it transformed into a major online shopping event. It traces how Singles Day began as a student tradition in the 1990s and spread online in the 2000s. The document credits Alibaba executive Zhang Yong with proposing to turn it into an online shopping festival in 2009. It then describes how Alibaba and other companies like JD have used new media platforms like Weibo and Wechat to heavily promote deals and engage in marketing wars around Singles Day each year since. The document also outlines some pros and cons of using new media for e-commerce marketing.

100 Bullet Points from #CannesLions 2011 by @jessedee

This document provides notes from various seminars at Cannes Lions 2011. Key points include: - Brands are discussed more in conversations now than in the past, with symbols and storytelling playing important roles. - Social media conversations offline influence online brand exposure. Word of mouth is most powerful from 8-10pm worldwide. - Successful brands integrate traditional and new media, like Lady Gaga with her fans and album releases. - The future lies in understanding different screen types and creating tailored content for each. - Innovation is less important than tweaking existing ideas and effective implementation.

Business & Social media : Why ?

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Social media can increase business success in several ways: 1) It allows businesses to directly engage with customers and get feedback on products/services. 2) Examples show how social media campaigns for brands like Ford and Kellogg's increased sales, brand awareness, and customer engagement. 3) Most internet users, especially younger generations, now use social media which businesses must engage with to reach customers where they are online.

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Companies today want a Facebook Page and Twitter Feed. Many of them aren’t sure why. They just want them because they feel they need to, or should . But after you enter the social media channels, it is crucial to have the right content. It isn’t enough to just “Be there.” Join us at LA2M, as our speaker David Kiley shares his business-wise experience of counseling companies on how to fill their Internet-based communications channels aimed at the public and the media.

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The document discusses Jaguar's "It's Good to Be Bad" marketing campaign that used prominent British actors known for villain roles. The multi-platform campaign included print ads, digital ads, TV/YouTube commercials and social media like Twitter. It was estimated to cost $25 million and received both praise for actively engaging other brands and criticism for potentially promoting mischief. Recommendations included involving an American actor to better connect with that market.

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Lisa Harrison is a social media expert who is passionate about online communities. She gives a presentation about the power of social media and how to effectively use platforms like Facebook and Twitter to engage audiences. Some of her tips include listening to your followers, acting like a person not just a logo, and fostering a sense of community on your pages. She emphasizes that social media is about interacting with people and building relationships rather than just broadcasting messages.

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This document discusses the rise of social media and its increasing importance for businesses over time. It notes key events and years in the development of social media platforms and their adoption by businesses. It also shows examples of businesses that have seen large financial benefits or losses associated with their social media engagement or lack thereof. The document advocates for focusing social business strategies on relevance and job creation. It outlines a proposed 2012 social media initiative aimed at small and medium businesses across Europe to help with growth, exports, and competition through leveraging social media.

Brand Lessons from the Corporate Social Media Summit

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With special thanks Rohit Bhargava who spent the day at the Corporate Social Media Summit. "The event was put on by the team at Useful Social Media - and that indeed was the theme of the day as panelists offered real case studies, answered tough questions and generally demonstrated that there is real hope for large corporate brands to actively use social media to generate real business value in multiple ways." Here are a collection of some of the biggest lessons that brands featured on Day 1 of the event shared in their presentations.

Building a Brand (Social Media Marketing)

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1) The document discusses how leading brands like Gap, Coca-Cola, and McDonald's struggled when they failed to understand their target audiences and strayed from their core brand promises on social media. 2) It provides examples of how Volkswagen India and Snapdeal effectively use social media to engage customers and address issues, highlighting the importance of listening to customers. 3) Virgin Atlantic is cited for its customer-centric social media approach focused on learning from customers, supporting its brand values, and continually improving based on social media insights.

Building Social Engagement Through Authentic Marketing

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1. Community level marketing is more effective than traditional marketing because it strengthens brands and consumers prefer real engagement. It allows companies to amplify their base and take care of their customers and community through care and action. 2. Lovesocial is a creative communications agency that specializes in digital storytelling and effective brand strategy. They help brands build authentic engagement and inspire action through social media campaigns, influencer programs, and community partnerships. 3. Lovesocial has successfully driven engagement and awareness for clients in various industries such as film, technology, lifestyle, and impact organizations. Their campaigns have led to increased donations, policy changes, and expanded brand reach.

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This document discusses the evolution of integrated online marketing campaigns from the 1950s to today. It provides examples of Ford's successful social media campaign for the Fiesta car launch in 2011. The campaign engaged bloggers and students as brand ambassadors through social media channels like Facebook, Twitter and YouTube. This resulted in over 11 million social media impressions and engaged new potential customers. The document also provides a sample campaign for Child Abuse Prevention Month that created educational videos and a webinar to promote awareness of the issue.

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The document discusses the importance of social media for businesses. It explains that social media allows two-way communication and has exploded in popularity, with hundreds of millions participating. It also notes that word-of-mouth and social consumers sway purchase decisions. The document then provides examples of how companies have leveraged social media, both positively in responding to customers, and negatively when crises erupted online. It stresses that companies must join the conversation on social media or risk being dragged into it later.

Social Media for Business

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This document provides an overview of using social media for career development and marketing purposes. It outlines an agenda for a workshop on social media and business, including introducing concepts like the current social media landscape and strategies used by businesses. It then lists and defines various social media platforms. The rest of the document discusses social media marketing strategies, trends like storytelling and influencer marketing, and concludes with tips for effective social media use.

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TOMs MKTG 434 Group Project Spring 2015 Rajit Sandhu, Andrea Garzouzi, Donaldson Whigan, Ramadhanya Hunaina, Raveena Cheema, Judy Chen, Tommy Lam, Evan Calip (Work on the cover page together- maybe add in the picture we’re using to represent us) ADVERTISING PLAN TOMS had huge success in it’s early life of the business. It’s recent decline in popularity in the last few years can be attributed due to the larger mysteries of TOMS never fully answering when they first started selling their shoes. It’s teenage and college audience from before are now are more mature and socially conscious which led them to ask questions about the organization. Questions such as: · What kind of shoes does TOMS actually donate? · Who gets the extra pair of shoes? · How does this affect the economy wherever TOMS donates? These questions are enough to determine the consumer into believing that TOMS is not as immaculate as they might’ve thought, essentially taking away the biggest attraction of buying TOMS. Another problem surrounding TOMS is that their advertising and marketing strategy is severely limited to their efforts online and on social media. Very little priority and funds are spent on advertising mediums besides the Internet, and in fact, it was not until November 2013--seven years after the company’s founding that they finally launched their first paid media campaign. As a result of their lack of marketing activity offline, as well as the deployment of only five flagship stores (all of which are domestic), brand awareness is restricted largely to the West Coast of the United States. If TOMS are to sustain itself as a profitable business and combat its declining popularity, it can no longer rely merely on its Internet following. Advertising Objective As comfortable as these shoes may be, what initially grew their fan base was the heart of the company. TOMS lost sight of that and in return has been declining in popularity. So much that even though the general public is familiar with the brand, it is not as common for them to own a pair of TOMS. TOMS managed to raise awareness by the “One Day Without Shoes” Campaign, an annual event, where they encouraged everyone to go without shoes for a day out of the year. TOMS also created a website that included a countdown, allowing customers to register and participate. They partnered with Microsoft Advertising in 2010, which allowed them to connect with its target market. Through this, they were able to reach 55% of their target market online. The event awareness increased with each channel of advertising. The company must learn to utilize an eclectic mix of advertising mediums. These include print, TV, radio, outdoor, and sponsorships to expand their presence. TOMS employs charitable operations in over 75 countries, but they sell their products in only 30 countries. Their message and mission is one that is genuine, convincing, and noble, but it doesn’t reach nearly enough people. By ex ...

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Wave social media quarterly q3 2010 (summary)

Harriet Clarke

This document summarizes key insights from social media marketing campaigns in Q3 2010. It finds that relevance is more important than innovative creatives. Some brands like Cadbury and Diesel that used large creative campaigns did well, while others like Louis Vuitton and Domino's that focused on engaging existing fans on Facebook and Twitter also saw success. Customer loyalty can help campaigns if they align with consumer preferences, but some like Milky Bar that diverged from expectations faced backlash. International campaigns show cultural norms must be considered, and brands like Ben & Jerry's that tailored campaigns for different regions engaged local audiences. Timely and appropriate responses to crises on social media also benefited brands' reputations.

MTV Youth Marketing Forum - The Power of One

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The document summarizes key discussions from the MTV Youth Marketing Forum held in Mumbai on April 28, 2012. The forum focused on understanding today's youth and how brands can better engage with them. Data from a survey of 5,000 Indian youth showed they see themselves as a homogeneous group with power to create change through social media. Speakers from brands like Earth Hour and Rovio provided examples of successful youth engagement through social media initiatives and innovation. A panel discussion emphasized the need for brands to stay relevant to youth interests and accept that youth retain their individuality.

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